Chicago (and Chicago suburban population) is the 3rd largest U.S. market.
Chicago Hispanics read community newspapers to obtain information in the following order of priority:

91% read the newspaper that is distributed freely to their home each week.
77% - Advertisements – Display and Classified.
71% - Grocery Store Specials.
63% - Local or Community News.
59% - Local or Community Events.
41% - Entertainment.
12% - News from Country of Origin.
10% - International News.

Less than 3% would pay for a Hispanic Newspaper.

Source – Lawndale News

With 4.4 million Hispanics, the New York DMA includes Connecticut, New Jersey, New York and Pennsylvania.

New York State is the 2nd largest Hispanic market in the United States and represents 20.7% of the New York population with 4.3 million people, almost 10% of the total U.S. Hispanic population. New York’s Hispanic buying power makes it the 4th largest market in U.S. at $63.3 billion.

New Jersey’s 759,519 Hispanic adults represent $30.5 billion in buying power, making New Jersey the 6th largest Hispanic market in the U.S.

Hartford, Connecticut is the 34th largest Hispanic market in the United States. There are 238,400 Hispanic adults in Hartford, Connecticut.

Philadelphia, PA is the 17th largest Hispanic market in the United States with 563,500 Hispanic adults.

Echo Media works with a large number of Spanish-language publications in the New York DMA, including: El Diario La Prensa, El Correo de Queens, Viva New York, El Tiempo, 24 Ayllu Times - NY/NJ, Brazilian Voice, CNY Latino, Ecuador News, El Aguila Del Hudson Valley, El Especial - New York, El Latino Expreso - Trenton, El Sol News, El Venezolano - New York, Enterate Hoy - Long Island, Hora Hispana - NY, Impacto Latin News, La Semana - New York, La Tribuna Hispana USA, La Vibra - New York, La Voz de Mexico, La Voz Hispana - New York, Las Noticias - Kingston, Manhattan Times, New York El Nacional, Noticia Hispanoamericana, Noticiero Colombiano Hispano, NYP Tempo, Panorama News, Peruanisimo News, Resumen and Sea Latino - New York.

According to the Brazilian government and corporations like ATT, TAM and Western Union, officially, there are 1.5 million Brazilians living in the United States and they have the highest per capita percentage of money transfer, incredibly in front of the Mexicans that have more than 10 times the amount of people living in this Country.

Florida has the second biggest Brazilian community in the whole Country with more than 270,000 residents forming a massive representation on the south Florida economy.

Total number of Brazilians in principal states – 1,306,000
Total number in other states – 194,000
General Total: 1,500,000

Echo Media works with a large number of niche market publications, allowing you one-stop shop whether you are trying to reach Brazilians, Puerto Ricans or Germans living in the U.S.

It is everything but ordinary.

4.5 of every 10 individuals in south Florida are Hispanic, compared to only 1.5 of every 10 individuals in the U.S.

About 6 of every 10 individuals in Miami (Dade County) are Hispanic.

The Hispanic population is projected to grow by 16%.

Though south Florida ranks third in terms of Hispanic population, it is #1 for Average Hispanic Household Income, Educational Attainment, and Homeownership.

Nearly half of all south Florida Hispanics have a household income of $50,000+.

Close to two-thirds (61%) of south Florida Hispanics are homeowners, compared to only 49% nationwide.

South Florida Hispanics are also more than twice as likely (34%) than the national average (16%) to have attained at least a college degree.

Source – Claritas 2007

The Latino population in South Jersey is significant and growing. The 2000 U.S. Census counted more than 30,000 Hispanics in Cumberland County.

The Hispanic population in Cumberland County has grown 52% in the past decade and is expected to continue to grow. In Vineland alone, the Hispanic population has grown 27%.

There are large Hispanic communities in the market, including Vineland (30% of the city’s population), Bridgeton (25%) and Millville (10%).

Newspaper readership among Hispanics has increased since 1997 with a high interest in local news, sports, personal finance, sporting events and advertising.

Echo Media works with Nuestra Communidad and a host of other publications serving South Jersey and the Philadelphia DMA. Some of the other titles include: Su Voz - Vineland, El Sol Latino, El Hispano - PA and Al Dia - PA.

This paper, published here in the U.S., keeps people directly in tune with current events in their native countries.

El Especial understands the diverse needs of each nationality, thus, the editorial content is right on target…meaningful and relevant.

El Especial in the northeast area has a paid circulation. You can find it at over 5,000 newsstands and supermarkets sold for 50 cents.

Estimated reach is 360,000.

Hispanic Population in Distribution Areas - New York and New Jersey A.D.I.: 4,000,000.

El Especial Northeast Edition has a paid circulation. Distribution: New York, New Jersey.

A newspaper for all Hispanics.

The key appeal of El Especial’s success is its ability to reach out and bridge the gap between the different segments of its Spanish-speaking communities. Whether it is to Puerto Ricans, Cubans, Mexicans, and Dominicans, or Central and South Americans, El Especial caters to the different needs of all Hispanic consumers.

Source: El Especial , U.S. Census, 2000

The metro Denver Hispanic population is over 645,000 making it the 14th largest Hispanic market in the Country.

• Metro Denver is now more than 20% Hispanic, which equates to one of every five people in the market.


• Denver’s Hispanic population is growing at more than triple the rate of the rest of the Country.


• Denver’s Hispanic population grew 89% between 1990 and 2000 and another 30% since 2000.


• Three of every ten newcomers are Hispanic.


• Half of Denver’s Hispanics have lived here for less than 10 years and 44% are foreign born.


• Denver’s Hispanic market controls $17 billion of local retail spending.


• Denver’s Hispanics have an average household income of over $56,000, and one in five have a household income of over $75,000.


• enver’s Hispanic market is extremely young: over half of Hispanic adults are under age 35.


• Almost 50% of Denver Hispanics say Spanish is their dominate language or say they speak/read in Spanish and English equally.


• Denver’s Hispanic Effective Buying Income average (EBI) of $56,640 ranks 9th among the top 20 Hispanic markets. (Source: Global Insight, The Hispanic Consumer Market)


• Denver is the 6th fastest growing of the top 20 Hispanic markets. (Source: Nielsen Universe Estimates)


• 6,400 Denver Latinos are planning on buying a home next year, making the Latino market a prime target market for new home sales. (Source: Denver Scarborough Report)


• Denver Hispanics contribute over $1 billion plus in real estate investment, a market we can no longer ignore. (Source: Denver Scarborough Report.)

So how do we reach the Denver Hispanic market? The answer is Viva Colorado!

70% of Hispanics have one or more children in their household, and unfortunately, there is very little local parenting information available in Spanish. The Padres de Hoy target audience is readers who are parents or planning on becoming parents. Its focus is to provide information on the challenges of parenting along with positive parenting techniques for families to “grow together.”

Hispanic Parenting Topics Include:

• Making purchasing decisions for children


• Saving for a child’s college education


• Importance of education, values and personal growth


• Safety and health-related issues


• Technology and Internet

Editorial Vision:

• 0-5 years – Tips for expecting parents; Baby-proofing your house; How to choose a daycare


• 6-12 years – Getting ready for high school; Developing a routine; Getting homework done and tutoring


• 13-17 years – Curfews; Driver’s licenses; Buying a car; Choosing the right college

Distribution:

• 48”, full-color, pull-out supplement on white, heavy stock paper


• Monthly distribution


• Chicago: 160,000 copies (100,000 inside Hoy Friday and 60,000 inside Fin de Semana)


• Los Angeles: 145,000 copies (inside Hoy Friday)


• Interactive digital version available online

Echo Media not only helps you access Padres de Hoy, but can also help you advertise to Hispanic families nationwide. Our proprietary site, Echo-Latino.com, isolates these media options on one website for ease of use.

In 1985, a group of journalists with a common goal discovered the need for a modern and lively weekly newspaper. Through their efforts and enthusiasm they made it a reality, convinced that it would be successful.

From the initial print order of 10,000 copies, El Especial’s weekly circulation has grown in 20 years. The tremendous growth parallels the increase in Hispanic consumers whose population has more than doubled from 14.6 million to 41.3 million.

Together with this growth, El Especial has developed a sophisticated distribution system that enables them to effectively target the fast-growing Hispanic population throughout New York and New Jersey. Today, El Especial is a vital part of the vast and diverse Hispanic community.

El Especial’s attractive journalism and its variety of features appeal to the whole family. Advertisers continue to enjoy the success of using El Especial’s power to communicate and sell.

Certified Audit Circulation (CAC) Pending

Hispanic households spend more on groceries, telecom, gas and motor oil, children’s clothing and footwear. Compared to the general market, Hispanics spend about the same proportion on restaurants, alcoholic beverages, housekeeping supplies, furniture, appliances, women’s clothing, and personal products and services. Hoy reaches nearly one million adult, 18 plus readers each week. Nearly all Hoy readers are of Hispanic descent and the majority is Spanish-dominant or bilingual.

Hoy covers two major Hispanic markets: Chicago and Los Angeles.

Chicago:

• 1.9 million Hispanics


• 474,000 Hispanic households


• 62,000 (M-Th); 100,000 (F) distribution


• Free


• Fin de Semana weekend, address-specific, home-delivered, 300,000 distribution, zone by zip


• Preprints: Thur, Fri, Weekend

Los Angeles:

• 7.9 million Hispanics


• 1.9 million Hispanic households


• 75,000 (M-Th); 145,000 (F) distribution


• Free


• Fin de Semana weekend, address-specific, home-delivered, 500,000 distribution, zone by zip/sub-zip

Echo Media can help you reach Los Angeles and Chicago, or any other U.S. DMA through its Hispanic newspaper network.


Preprints: Friday & Weekend Source: Selig Center for Economic Growth, The Multicultural Economy report, 2008 Synovate.

Estadio is Atlanta’s #1 Spanish sports newspaper, founded in April of 1997. Estadio targets the Hispanic community of Atlanta and surrounding cities by providing the latest sporting event news on the local, national and international level. Estadio is accredited and recognized by the: Atlanta Braves, Atlanta Falcons, Atlanta Thrashers, Atlanta Silverbacks, Atlanta Hawks, NBA, MBL, MLS, NFL, NHL, WUSA, CONCACAF, Formula One, U.S. Soccer and PTA. It is also acknowledged by international news agencies such as NOTIMEX, AFP, AP, EFE and NEWSCOM. Estadio also covers more than 45 amateur Hispanic leagues in Atlanta, such as soccer, basketball, boxing and baseball.

Nearly three-quarters (73%) of South Florida Hispanics have Internet access, compared to only 59% nationwide.

South Florida also ranks well above these other large Hispanic markets for Internet access: Los Angeles (52%), New York (62%), Houston (64%) and Chicago (65%).
In South Florida:

• 6 of every 10 Hispanics have accessed the Internet in the past month.


• 68% of these online Hispanics have made an online purchase in the past year; and of these, 45% have spent $500 or more.


• 56% of these online Hispanics are spending 5 hours or more online in an average week.

Sources: Scarborough Multi-Media Study, Release 1 2008; Synovate U.S. diversity Markets Report, 2008

Out of the top 5 largest Hispanic markets by population, South Florida represents the Miami-Ft. Lauderdale DMA

The Wilkes-Barre/Scranton demographic area is ranked the number one newspaper readership market in The Nation. The Times Leader is Luzerne County’s most read newspaper reaching 109,088 readers daily and 115,740 on Sunday. Combine its print product with its web site audience of 230,000 unique visitors monthly, and The Times Leader is viewed by a lot of eyes. It has continued to increase readership, and as a result, delivers more exposure to your advertising message. Its community publications include: The Dallas Post, The Abington Journal, Sunday Dispatch, Weekender, Community Extra, and a new Spanish-language paper, El Mensajero.

• It is the only Hispanic daily newspaper in the Nation with growing circulation!


• Between September 2007 and March 2008, circulation jumped to over 1,300 additional copies each day. On Sundays, that increase rose to over 1,700 copies.


• While many Hispanics in the Miami-Dade core market area are bilingual, 50% prefer to speak Spanish.


• Adding el Nuevo Herald to your media buy will ensure a successful reach of the general market.

Sources: Scarborough Multi-Media Study, Release 1 2008; Fas-Fax September 2007 and March 2008

MHMC Core Market Area: South Broward, Miami-Dade and Monroe counties

Geographic Distribution of the Hispanic Population: 2000 to 2007

Rank	State	Population Size
1	California	13,074,156
2	Texas	8,385,139
3	Florida	3,646,499
4	New York	3,139,456
5	Illinois	1,886,933

Hispanic Origin by Type: 2007

Type of origin	Number	Percent
Total	44,252,278	100.0
Mexican	28,339,354	64.0
Puerto Rican	3,987,940	7.9
Dominican	1,217,220	5.2
Central American	3,372,090	7.6
South American	2,421,297	5.5
Other Hispanic	3,394,089	7.7

Hispanics have impressive buying power and spending habits.
*Hispanic households spend more on: groceries, telecom, gas and motor oil, children’s clothing and footwear.
*Compared to the general market, Hispanics spend about the same proportion on: restaurants, alcoholic beverages, housekeeping supplies, furniture, appliances, women’s clothing, and personal products and services.

Source: U.S. Census Bureau, 1970, 1980, 1990 and 2000 Decennial Censuses; Population Projections, July 1, 2010 to July 1, 2050.

The Hispanic/Latino market skews younger than the rest of the U.S. population. The median age of the Hispanic/Latino population in 2006 was much younger (27.2 years) compared to that of the population as a whole (36.4 years). Approximately half of Hispanic/Latino males and females fall into the 20- to 49-year-old age bracket. In the top 85 metropolitan areas in 2001, 14.3% of Hispanics/Latinos, ages 18 to 34, earned household incomes of $50,000 or more versus 13.6% of the general population, ages 18 to 34, in the same 85 metropolitan areas. Hispanics/Latinos are an increasing proportion of the total affluent market (defined as adults with household incomes of $100,000 or more).

Echo Media can help you reach this highly targeted audience through titles such as; Cosmopolitan en Espanol, TV Y Novelas, Comida Y Familia, Selecciones, and Latina.

Source: Hispanic/Latino Market Profile © Copyright 2007 Magazine Publishers of America

Arkansas has the second fastest growing Latino population in the Country, and smart business people are targeting this market as they develop their current business relationships. El Latino is published weekly.

EL Latino:

• Provides the Latino community with information on everything from community news, sports, legal news, social events, and “who’s who” profiles, to news from Latin America.


• Classifieds provide central Arkansas employers with the opportunity to tap into this incredible source of hard-working, dedicated, potential employees.


• Is distributed in over 200 locations in Latino neighborhoods.


• Coverage Area in Central Arkansas includes Pulaski, Faulkner, Lonoke and Saline counties, which encompass the cities of: Little Rock, North Little Rock, Maumelle, Sherwood, Jacksonville, Cabot, Benton, Bryant, Conway and Hot Springs.


• Is audited by Verified Audit, a nationally certified audit company.

For more information on El Latino or on other Spanish-language newspapers throughout the U.S., contact your Echo Media sales representative, or go to www.echo-latino.com.

Mercado de Dinero USA is the only monthly newspaper in Spanish specializing in all consumer issues, both domestic and international, that affect the general public and the Hispanic community in the United States.
Mercado de Dinero USA is part of a series of international publications of the AUSBANC group of Spain, which has been recognized as a leader in economic, finance and consumer information for over 20 years

• More than 44 million Latinos in the U.S. as of 2005


• 14% of the total population-largest U.S. minority


• By 2020, Hispanics will account for 50% of U.S. population growth


• U.S. Hispanic population expected to triple by 2050 to 24% of population

Mexicans Are Dominant Among U.S. Hispanics:

• Mexicans 67%


• Puerto Ricans 9%


• Cubans 4%


• Dominicans 3%


• Central Americans 9%


• South Americans 5%

Additional demographics of the U.S. Hispanic population include:

• The United States has the second largest Latino population in the world, which equals 44 million.


• Hispanics are the minority group with the highest population in the United States.


• Young and affluent market: average age of 27 (avg. age of non-Latinos in the U.S. is 33).


• Buying power is estimated at well over $600 billion, and is estimated to be over a trillion by 2010.


• Average household income = $46,000.

Echo Media works with a variety of Spanish-language and bilingual publications throughout the U.S., Puerto Rico and Latin America.


*Source: Synovate, US Hispanic Market Report 2004

The La Voz Newspaper Network is a chain of bilingual publications now operating in Texas under the auspices of the Mexican American Center for Community and Economic Development.

The first newspaper in this network is La Voz de Brazoria County. Created in 1990, it was published by Molly Santos in Angleton, Texas. The second publication, La Voz de Uvalde County, was started in October of 1994 in Uvalde, Texas. (It was sold in 2002 to Juan O. Sanchez, who was the Associate Editor at the time.) La Voz de Zavala County was started in 2000 in Crystal City, Texas. In Austin, Texas, there were newspapers catering to specific areas of Austin: La Voz de Dove Springs – 78744 began publication in September of 2005, La Voz de Montopolis – 78741 and La Voz de East Austin – 78702 in early 2006. In September of 2006, two more editions were added: La Voz de Riverside/Oltorf – 78741 and La Voz de South Austin – 78704.

With a focus on education, employment and entrepreneurship, La Voz Newspapers are part of an ambitious community economic development effort that seeks to identify strengths and assets in the community and then leverage them into creative economic opportunities.

Atlanta has over 400,000 Spanish-speaking consumers.

• 20% speak Spanish exclusively


• 30% speak primarily Spanish


• 50% speak both Spanish & English

Buying Power: Estimated to reach over $12 Billion in 2006.

Source: Georgia Hispanic Chamber of Commerce, Directorio en Espanol

La Prensa is the number one Spanish-language weekly newspaper in fast-growing Inland southern California.

It is growing and so is the demographic to which it specializes. Consider that Hispanics in Inland southern California:

• number 853,000 adults. Of these, 440,000 speak Spanish in the home.


• are more likely to have attended college.


• are more likely to live in families with children.


• have an average household size of 4.4 persons.


• are one of the most upscale Hispanic markets in the greater Los Angeles area.

Las Prensa’s expansion has been dramatic – a 412% distribution increase in the first four years of publication. And the arrow is still going upward. In 2004, under the banner of EL D, they introduced their weekly content to the sprawling Coachella Valley, and more aggressive distribution throughout their coverage area in early 2005 boosted their weekly distribution to 75,000. They are seen, read and respected by citizens in 50 communities throughout Riverside and San Bernardino Counties.

That’s just for starters. Week to week, they cover local and regional news – information that most directly impacts readers. The sports and entertainment sections are comprehensive, colorful and informative.

La Prensa takes pride in reaching out to the community it serves. This paper celebrates Hispanic Heritage Month in a big way. With their colleagues at The Press-Enterprise, La Prensa sponsors the annual two-day Fiesta de la Familia in downtown Riverside. This free, family-oriented event quickly has grown in stature to include dozens of local businesses eager to put their name and product/service before tens of thousands of attendees.

Fiesta de la Familia is just one of the many festivals, fairs and expos at which the La Prensa staff is a visible partner. Whether personnel are introducing the paper, greeting readers or answering inquiries, La Prensa’s distinctive brand is becoming more and more familiar to a larger and larger audience.

According to Strategy Research Corporation, in 2000 an estimated 927,600 Hispanics reside in San Diego County, representing 27.3% of the total population, making San Diego the 10th largest Hispanic market in the U.S. The median age is 24.7 and the average number of people per household is 3.9.

The buying power of Latinos in San Diego is estimated to be $12.1 billion and Baja California residents to be $3 billion. Given its international border with Tijuana, Mexico, San Diego is a point of entry into the U.S. for some 40,000 people who live in Baja, California and work in San Diego. 65,000 vehicles in all cross the border every day.

For marketing purposes, the San Diego Hispanic market is said to include not only the County’s own Latinos, but also the two-plus million residents in the city of Tijuana. The San Diego Hispanic/Tijuana market then becomes the 3rd largest Hispanic market in the U.S.

According to recent studies in San Diego (Meneses Research and Tijuana 9Gallup Research), 87% of Hispanics read newspapers and publications in Spanish all the time or most of the time. Additionally, El Mexicano newspaper is considered the #1 Spanish-language daily newspaper in San Diego and Tijuana with the largest circulation.
Coverage Includes:

San Diego
Mexico
Tijuana
Rosarito
Tecate
Ensenada
San Quintin
Mexicali
San Luis Rio Colorado

Today, the Hispanic market is large and more economically mature than a decade ago. Panorama Hispano will help advertisers penetrate this growing market and maximize the returns of direct marketing. This unique publication is an effective way of reaching the fastest growing Hispanic market in upstate New York. Each monthly issue of Panorama Hispano features Know Your People (a column where different persons from the community are presented), all the Local News happening in the Hispanic community, Local Politics, Know Your Business, Arts and Entertainment, Health Issues, Bienteveo, Topics of General Interest in the Community, Commentary, and other special features.

Panorama Hispano is hand-delivered to 3,000 households and over 2,000 commercial distributions points in metro Buffalo, LacKawanna, Dunkirk, Fredonia, Jamestown and Rochester.

• Ethnic “minorities” now make up over 50% of Texas residents (Census Bureau release, Aug. 11, 2005. 2004 estimates)


• 12.5% of the U.S. pop.


• 25% by 2050, 98 million Hispanic population


• Rapidly Growing Buying Power


• 2004 = $686 billion


• By 2009 = $923 billion

Sources: Synovate Hispanic Market report, U.S. Census Bureau

Hispanic Marketing es inteligente y facil with the Houston Chronicle and its family of products. The Houston Chronicle can help you reach Hispanic consumers in Houston through diverse media. This multi-point approach delivers.

First, there is La Voz de Houston, a widely respected Spanish-language newspaper, publishing since 1979. It boasts a 100,000 total distribution. 35,000 Hispanic households are reached through the Wednesday Houston Chronicle; 60,000 are accessed through free rack distribution in Hispanic neighborhoods on Wednesday, and 5,000 are accessed through distribution in Chronicle single-copy papers in Spanish-dominant neighborhoods.

Second, the Chonicle offers La Vibra, its Spanish-language entertainment weekly. It features coverage of local happenings, as well as national entertainment news in Spanish. It targets young adult, Spanish-speaking readers with a 100,000 total distribution. Distribution breaks out as follows: 16,500 Hispanic households receive the Friday Chronicle; 26,500 are delivered to non-subscribers on Friday; 44,000 free rack distribution in Hispanic neighborhoods; and 13,000 distributed on Sunday in single-copy papers in Spanish-dominant neighborhoods.

The Chronicle boasts a Spanish-language web site as well. The domain names are Chron.com/Spanish and chron.com/espanol. The website element reaches Hispanics online. It provides up-to-the-minute news coverage in Spanish, and features of specific interest to Hispanics, including MLS home listings in Spanish. The Chronicle also offers e-mail marketing – targeting Hispanics who indicated that they welcome advertising messages and offers via e-mail.

In addition, there are opportunities to reach people on a face-to-face basis through events and promotions. Sponsorship opportunities for events that are of interest to the Hispanic community are available. In-paper and online contest and promotion development, as well as translation and implementation are all custom options.

Finally, the Houston Chronicle itself reaches the Hispanic community. It reaches more than 350,000 Hispanics with just five daily issues. It offers bilingual coverage of news and events of interest to Spanish-speaking households as they happen. One ad in the Sunday Chronicle reaches more local Hispanic adults than five prime-time spots on any local Spanish-language TV channel and ten morning-drive-time spots on the top-rated Spanish radio station, according to The Chronicle.

With so many options, it is hard to imagine not being able to tap into the growing Houston Hispanic market.

Your business has an opportunity to reach Austin’s growing Hispanic market. A free Spanish-language weekly, produced in association with the Austin American-Statesman, Ahora si! engages, informs and entertains readers.

Ahora si! reaches the fast-growing Hispanic population in the Austin metro area - a population that has its own news and information needs; needs that Ahora si! fills with every edition.

Ahora si! is written and edited by its own full-time, multi-cultural staff and backed by a winning team made up of Austin American-Statesman journalists. Each reporter and columnist concentrates on topics that are of interest to Hispanic readers.

Beginning this year, 002 Latino will publish three bi-monthly issues with a total of 30,000 copies for each edition. It is projected that by July 2006, 002 Latino will be available on a monthly basis and will increase the numbers of copies for distribution. This schedule could be greatly accelerated due to the rapid success and acceptance in the Houston Latin Community.

Comenzando este ano 2006, 002 Latino publicara tres ediciones bimestrales con una circulacion de 30 mil copias por bimestre. Se estipula que para Julio del 2006, 002 Latino publicara una edicion cada mes con un mayor numero de ejemplares para distribuir. Por supuesto que esta agenda se puede acelarar dependiendo del exito que obentenga la revista durante la primera mitad del ano y su popularidad en la comunidad Latina de Houston.

El Aguila, newspaper, targets the fast growing, upwardly mobile, upper-middle income and affluent markets, those with household income of more than $75,000; this segment is most popular with bilingual professionals.

• 65% of El Aguila readers are homeowners.


• 80% of El Aguila readers have attended College in the U.S. or country of origin.


• 70% of El Aguila readers have graduated from a four-year college.


• 45% of El Aguila readers hold post graduate degrees.


• 35% of El Aguila readers are business owners.


• 25% of El Aguila readers are partners in business.


• 80% of readers reported that they have responded to advertising content.


• 75% of readers reported that they have considered purchasing an advertising product or service of personal or business use.

ImpreMedia is a leading publisher of Spanish-language newspapers in the U.S., publishing El Diario La Prensa and El Diario Contigo in New York, El Mensajero in the San Francisco Bay area, La Opinion and La Opinion Contigo in Los Angeles, La Prensa in Central Florida and La Raza in Chicago. ImpreMedia delivers the reach of seven award-winning Spanish-language newspapers in four top U.S. Hispanic states. It boasts a combined weekly distribution of over 1.9 million. It also boasts a combined daily readership of over 735,000 for El Diario and La Opinion alone. ImpreMedia’s Domingo Network is the largest Hispanic residential print network with a weekly distribution of 750,000, which includes El Diario Contigo, El Mensajero, La Opinion Contigo and La Raza.

Georgia’s largest bilingual publication, Atlanta Latino Newspaper, launched metro Atlanta’s only Spanish-language alternative publication, entitled Mas, on Sunday, October 1, 2006. Mas is a free, pick-up, biweekly publication that covers topics on local Hispanic nightlife & nightclub events, celebrity gossip, and sexual health and well-being. Mas taps in to the city’s ever expanding, young Hispanic population, ages 21 – 45.

“Atlanta’s young readers will now have a saucy magazine to cover the local Latino nightlife, celebrity lifestyles and Latin-American entertainment. Farandula, Rumba, Sexo y Relax is the tag line of this publication that has it all,” said Judith Martinez-Sadri, Editor-in-Chief of Atlanta Latino Newspaper and Mas. She added: “Mas will satiate the cravings of so many metro Atlanta Latinos looking for a lighthearted publication offering them something different and for which they can identify.”

U.S. Census data figures reveal that the number of working-age, immigrant Latinos is expected to reach 13 million by the year 2025, an increase of 4 million people. For the native-born Latinos, the population is expected to reach 24 million, an increase of 14 million.

According to the Georgia Budget and Policy Institute, the figures reveal phenomenal growth in buying power for Latinos in the state of Georgia, as it was $11 billion in 2002, but is projected to jump to over $25 billion in 2007.

According to the U.S. Census Bureau, 76% of the New York Spanish-origin population is bilingual. This means that most members of the state’s Hispanic community are bilingual readers who gather information from bilingual sources. El Aguila, a bilingual newspaper in the marketplace, offers a Spanish/English format. Unlike solely Spanish-language media, it reaches an upwardly mobile and youthful cross section of the Hispanic community in the areas of its circulation.

Changes in life events drive higher Yellow Pages usage. Usage increases by people experiencing major life events.

RETIREMENT Usage Increase
Retire +25%
Made final home mortgage payment +55%
Collect from pension/savings/stock plan +97%

REAL ESTATE
Purchase first home +59%
Sell home or change home +46%

MARRIAGE
Getting married +64%
Youngest daughter gets married +66%
Youngest son gets married +57%

CHANGES IN HOUSEHOLD
Youngest child graduates college +48%
Youngest child leaves home +40%
Expecting a baby +143%


If you sell products associated with these life stage changes or would like to access the Hispanic market, phone directory advertising may be the perfect medium for you. It can be purchased locally or through a network to achieve national-level coverage.

Impacto is home-delivered to 250,000 households each Saturday. With target block groups of 85% or greater Hispanic households, ImpactoUSA delivers your message to the right household. Online, ImpactoUSA.com receives over 100,000 page views each month Up to 74% of U.S. Hispanics prefer to speak Spanish at home – ImpactoUSA reaches those readers in the L.A. market.

Vida Latina has recently been acquired by the Mundial Group. It is a Spanish-language publication servicing the growing Latino market in the southeast region with 55,226 copies in distribution. Its goal is to bring the best entertainment and the best sports to this growing community.

Mundial Group is a New York-based, minority-owned, sports and entertainment media company that also publishes Futbol Mundial magazine for the U.S. Hispanic community.

La Prensa is the number one Spanish-language weekly newspaper in fast-growing Inland southern California.

It is growing and so is the demographic to which it specializes. Consider that Hispanics in Inland southern California:

· number 853,000 adults. Of these, 440,000 speak Spanish in the home.
· are more likely to have attended college.
· are more likely to live in families with children.
· have an average household size of 4.4 persons.
· are one of the most upscale Hispanic markets in the greater Los Angeles area.

Las Prensa’s expansion has been dramatic – a 412% distribution increase in the first four years of publication. And the arrow is still going upward. In 2004, under the banner of EL D, they introduced their weekly content to the sprawling Coachella Valley, and more aggressive distribution throughout their coverage area in early 2005 boosted their weekly distribution to 75,000. They are seen, read and respected by citizens in 50 communities throughout Riverside and San Bernardino Counties.

That’s just for starters. Week to week, they cover local and regional news – information that most directly impacts readers. The sports and entertainment sections are comprehensive, colorful and informative.

La Prensa takes pride in reaching out to the community it serves. This paper celebrates Hispanic Heritage Month in a big way. With their colleagues at The Press-Enterprise, La Prensa sponsors the annual two-day Fiesta de la Familia in downtown Riverside. This free, family-oriented event quickly has grown in stature to include dozens of local businesses eager to put their name and product/service before tens of thousands of attendees.

Fiesta de la Familia is just one of the many festivals, fairs and expos at which the La Prensa staff is a visible partner. Whether personnel are introducing the paper, greeting readers or answering inquiries, La Prensa’s distinctive brand is becoming more and more familiar to a larger and larger audience.

The Wall Street Journal can help achieve your marketing objectives within the Hispanic community by delivering:

· An ambitious Hispanic audience.
· Adjacency to exclusive and authoritative content with strong brand association.
· National readership with local penetration.
· One-stop shop-cost efficiency and premium placement at no extra cost.

Echo Media works with a large number of Hispanic business publications. We can help you access this growing base of business-savvy Hispanics in a forum that limits waste of your advertising dollar.

The Wall Street Journal can help achieve your marketing objectives within the Hispanic community by delivering:

· An ambitious Hispanic audience.
· Adjacency to exclusive and authoritative content with strong brand association.
· National readership with local penetration.
· One-stop shop-cost efficiency and premium placement at no extra cost.


Echo Media works with a large number of Hispanic business publications. We can help you access this growing base of business-savvy Hispanics in a forum that limits waste of your advertising dollar.

El Aguila, newspaper, targets the fast growing, upwardly mobile, upper-middle income and affluent markets, those with household income of more than $75,000; this segment is most popular with bilingual professionals.

65% of El Aguila readers are homeowners.

80% of El Aguila readers have attended College in the U.S. or country of origin.

70% of El Aguila readers have graduated from a four-year college.

45% of El Aguila readers hold post graduate degrees.

35% of El Aguila readers are business owners.

25% of El Aguila readers are partners in business.

80% of readers reported that they have responded to advertising content.

75% of readers reported that they have considered purchasing an advertising product or service of personal or business use.

Mercado Bilingue magazine is a culturally relevant source of education, information and employment opportunities delivered directly to Hispanic consumers. With a SUPERATE! (better yourself!) end in mind, Mercado Bilingue seeks to inform, inspire and educate Hispanics by integrating the best parts of the Hispanic culture and mixing it with the American dream. In three simple sections – Learn, Earn and Save – Mercado Bilingue provides valuable content that their readers need to create their own SUPERATE! success story.

Every Mercado Bilingue partner helps readers achieve their SUPERATE! by providing information and content that will help them better themselves or their situation. Whether the goal is showing readers how to save time and money by flying instead of driving or improving their careers and job opportunities, partners are able to connect with readers in a way that no other 60-second radio spot or standard newspaper ROP can.

El Clasificado is a weekly shopper delivered to more than 2,000 locations, including supermarkets, retail stores and restaurants in Latino communities every Wednesday. El Clasificado is known for its strategic and effective distribution through bulk-drop in street racks, catering trucks, and home delivery in densely populated Hispanic areas. El Clasificado is the most accessible free Spanish-language publication in Southern California with a weekly circulation of 271,000.

This Christmas, El Clasificado is offering glossy pages for the first time. These pages will be stitched down the middle of the book. National advertisers are being offered premium positions on the front and back pages. This is a great way to have your advertisement stand out from the rest and reach the highly sought-after Hispanic market.

Tabs are an excellent way for you to build awareness and brand recognition for your business. They make the Yellow Pages easier to use and are referenced more often, thereby offering more opportunities for exposure. HYP Network, Directorio en Espanol Tabs are printed in full-color on heavy stock paper that extends beyond the edge of the book, creating a natural opening point for customers.

For information on using tabs in Yellow Pages directories targeting any market from the Hispanic market to alternative lifestyles, Echo Media can help.

U.S. Hispanic purchasing power has surged to nearly $700 billion and is projected to reach as much as $1 trillion by 2010, according to new estimates by Hispan Telligence.

Hispanic consumer research has shown that this group of consumers is more likely to buy from advertisers who reach them in their own language, Spanish. The Roslow Research Study reports that Spanish language advertising is 45% more effective than English advertising in reaching this consumer segment.

In 2003, advertisers allocated 5.2% of their budgets to the Hispanic market, according to a study by the Association of Hispanic Advertising Agencies. The two biggest ad categories, for both the Hispanic and the general market, were packaged goods and automotive.

Tampa Hispanics have a high representation in young people.

Hispanics in Tampa represent the fastest growing, youngest and largest households with an average age of 29.

Median age for Hispanics vs. 35.9 for the overall population.

34.1 % of Hispanics in the Tampa market are younger than 18.

The 2005 Tampa market was the 5th fastest growing and 19th largest Hispanic market. In 2005, the Hispanic population totaled 350,000, which amounts to 31% of the Tampa DMA. Hispanic households average 3.1 persons vs. 2.2 persons per non-Hispanic households.

Hispanics have an average disposable income per household of approximately $56,431. Hispanic buying power has grown 35% since 2000 to $5.5billion in Tampa Bay.

If you are trying to reach Tampa’s growing Hispanic market, contact your Echo Media sales representative or search our Hispanic media site www.Echo-Latino.com and use the map to locate a list of all Hispanic media that cover the Tampa DMA.

Source: Demographics USA 2004, Premier Crossover Magazine

Sus Deportes Magazine is the one and only publication exclusively dedicated to the world of sports and entertainment for the Latino community in New England. Boston is well known for the heat and passion that Latino fans bring to popular sports, such as baseball, soccer, basketball, football and other sports covered by Sus Deportes. Hence, Sus Deportes was born, fulfilling the need of bringing together all the happenings of the sports world. Sus Deportes also highlights the sports scene and stars that make the Boston Latino audience roar on their seats. It has the best features to reach the Hispanic sports community in Boston, and is the only Hispanic sports magazine in Boston.

Sus Deportes is an unbiased publication that brings the best sports analysis right from the sports field. Sus Deportes has the best and most recognized writers in Boston and New England. Sus Deportes Magazine is totally bilingual and follows a formula with three main topics: your community, your passion and your sports.

Hispanics are members of the fastest-growing group in the Austin metro area. By 2040, Hispanics will make up 44% of Austin’s metro area (MSA) residents, more than any other demographic group.

Source: Texas State Data Center at TX A&M University)

Austin is currently the Nation’s 19th largest Hispanic Market.
· 471,700 Hispanics reside in the Austin media market (DMA)
· Hispanic population has grown 91% since the 1990 Census
· $7.3 billion buying power
· 76% are originally of Mexican descent
· #1 “Top 10 Cities for Hispanics to Live in” (Hispanic Magazine, August 2005 issue)

Austin Area Hispanic Profile

· Median age of population = 27.2
· Average household income = $43,600
· 68% of adults live in Travis County
· 62% are in multi-income households
· 76% of adults are employed
· 59% have children at home
· 80% can speak Spanish
· Go online for news, weather and entertainment
· Go to Downtown Austin music venues
· 29% are likely to buy a vehicle in the next 12 months
· 86% shop at department stores (in the past 30 days)
· 47% traveled to Mexico in the past three years
· Are less likely to watch prime-time television

· Ethnic “minorities” now make up over 50% of Texas residents (Census Bureau release, Aug. 11, 2005. 2004 estimates)
· 12.5% of the U.S. pop.
· 25% by 2050, 98 million Hispanic population
· Rapidly Growing Buying Power
· 2004 = $686 billion
· By 2009 = $923 billion


Sources: Synovate Hispanic Market report, U.S. Census Bureau

Utah’s Hispanic population grew nearly 200% between 1990 and 2005. This is the 3rd fastest rate in the nation and more than twice the national rate. Currently, Hispanics make up about 11% of Utah’s population and 57% of its foreign-born population. In addition, Utah’s largest metropolitan area, Salt Lake City, is also seeing a Hispanic boom. The foreign-born population in Salt Lake City is growing about 90% faster than in Los Angeles and about 82% faster than in Miami. This is important information for advertisers looking to reach the Hispanic market, since traditionally Utah, and the Salt Lake City DMA might be overlooked in a plan targeting Hispanics.

Source: U.S. Census Bureau, Brookings Institute, Pew Hispanic Center, Economics

Bridgez is the paramount connection between Hip-Hop and the rapidly growing U.S. Latino market. Along with cutting-edge editorial and in-depth features with many of today’s prominent figures, Bridgez offers a unique insight into today’s world: the new generation Latino point-of-view.

The magazine is designed to focus on the mainstream urban communities across the United States, primarily targeting the U.S. Latino market. This market is one of the fastest growing genres; which is currently numbered at 44 million in the United States alone. Bridgez is unique because it appeals to the urban audience by specifically connecting the readers to their cultures and lifestyles.

The Houston Chronicle has compiled the following fast facts about the Houston Hispanic market:

FROM 2000 TO 2005, THE BUYING POWER OF HOUSTON’S HISPANICS INCREASED 102%

The rapid growth of the Hispanic population segment means great market potential for advertisers. In Houston, Hispanics represent:

$25.1 billion in consumer buying power and $9.8 billion in retail sales.

Sources: Selig Center for Economic Growth, Market Book 2006; Demographics USA; 2002 and 2004 U.S. Hispanic Market Report, Synovate,

THE HISPANIC POPULATION WILL ACCOUNT FOR THE MAJORITY OF HOUSTON’S FUTURE GROWTH

By 2015, the Houston Metropolitan area is projected to grow 17% from its current population of 5.1 million to 6 million.

75%, or more than 654,000, of this growth will be Hispanic.

Source: Texas State Data Center 2006

HISPANICS ARE THE LARGEST ETHNIC GROUP IN TOWN

Houston has a large and growing Hispanic population. In fact, one of every three Houstonians is of Hispanic descent.

This growing population has been largely untapped in years past, but marketers are finally seeing the exciting possibilities of reaching into this important demographic group.

HOUSTON HAS THE LARGEST HISPANIC POPULATION IN TEXAS AND THE 5TH LARGEST IN THE UNITED STATES

Top 10 Texas DMAs with the highest Hispanic population:

Metros Hispanic Population

1. Houston 1,742,879
2. Dallas/Ft. Worth 1,537,572
3. San Antonio 1,163,556
4. Harlingen/Weslaco 998,507
5. El Paso/Las Cruces 718,730
6. Austin 432,861
7. Corpus Christi 331,544
8. Laredo 225,412
9. Odessa/Midland 164,778
10. Waco/Temple/Bryan 164,237

Source: Demographics USA 2005 Top Hispanic Metro Rankings

Top 10 major DMAs with the highest Hispanic population:

Metros Hispanic Population

1. Los Angeles 7,481,904
2. New York 4,236,512
3. Miami 1,857,551
4. Chicago 1,748,912
5. Houston 1,742,879
6. Dallas/Ft. Worth 1,537,572
7. San Francisco 1,429,759
8. Phoenix 1,181,889
9. San Antonio 1,163,556
10. Harlingen/Weslaco 998,507

Source: Demographics USA 2005 Top Hispanic Metro Rankings

DEMOGRAPHIC PROFILE OF HOUSTON HISPANICS

Houston’s Hispanics are younger than the general population, so you can reach them before they become loyal to someone else’s product. And 26% of Houston’s Hispanics have some college or more.

Source: 2005 Scarborough Report, Houston DMA

Widely respected in the Hispanic community, this weekly, Spanish-language publication has covered the news and features important to Houston’s Hispanics for more than 25 years. Mirroring Houston’s young Hispanic market, almost half of La Voz’s readership is between the ages of 18 and 34. This means that now is the time to reach out to this growing market. Advertising in La Voz puts you on the path to increased sales and brand loyalty by delivering your message in the language that speaks directly to the Hispanic community.

· San Diego Hispanic population, with over 927,000 residents, is ranked the 11th largest Hispanic market in the country.
· With more than two million residents, the San Diego/Tijuana region becomes the 3rd largest Hispanic market in the U.S.
· San Diego is the most affluent Hispanic market with an annual median household income of over $45,000.
· Over 90% of all Hispanic households in San Diego County use Spanish-language media.

Advertisers can reach California Hispanics with Harte Hanks Pennysaver. This weekly publication allows advertisers to carve out Hispanic households within their distribution. These Hispanic zones, comprised of 60% Hispanic density or higher, make up approximately 1.2 million of the Pennysaver's 10 million circulation weekly. Additionally, there are about 130,000 homes that receive the Pennysaver with a specially branded masthead: El Pennysaver. Harte Hanks Pennysaver is a weekly advertising shopper that is saturation-mailed to homes and apartments throughout California. Direct response opportunities include DAL's, pre-printed inserts, and on-page placement, and clients have the opportunity to run on a remnant basis in order to get circulation at the lowest possible rates.

More Latinos are living the "American Dream" by becoming homeowners. Between 1995 and 2005, the number of Latino, owner-occupied homes increased by 3.1 million, reaching 6.9 million nationally. This number represents an 81 percent increase in Latino homeowners, which is even more impressive when compared to the same data for other demographics (overall, the market saw a 19 percent increase in homeownership for all other non-Latino owner-occupied homes). Additionally, in the next 20 years, Latinos are expected to make up 40 percent of all first-time homebuyers.

This information is important to advertisers who are targeting new homeowners or whose products and services are home or home-repair oriented. The Hispanic population will become an increasingly important demographic when targeting new-homeowners, and advertisers should be pro-active when constructing their advertising messages and in their media plans and buys in order to take advantage of these new consumers.

Data provided by the National Association for Hispanic Real Estate Professionals' Web site.

New York Hispanic BUYING POWER was $52.6 billion in 2000 and will nearly DOUBLE by 2010 to $98.8 billion.

Source: Hispanic Consumer Market in 1999 and Forecast to 2020: by Standard & Poor’s DRI

The Spanish Market of the Bronx & Westchester, Brooklyn, Queens and Manhattan

· The Hispanic population is growing 5 times faster than any other consumer group

· New York is the 2nd largest Hispanic market in the U.S.

· 1 out of every 4 New Yorkers is Hispanic or of Hispanic descent

· The majority of Hispanics are bilingual, but prefer speaking Spanish at home

· Hispanics respond more effectively to advertising in Spanish

· New York Hispanic purchasing power will continue to grow at a faster rate than non-Hispanic purchasing power

· The New York Hispanic market represents more than $52 billion in purchasing power

· Half of all Hispanic households earn over $50,000

Echo Media works with a large number of localized Hispanic publications in the New York metro area. To view our full list of these programs, go to www.echo-latino.com, and select the NY DMA from the national map.

The University of Georgia’s Selig Center for Economic Growth projects that U.S. Latino buying power will increase from an estimated $580.5 billion in 2002 to $926.1 billion by 2007, at which point Latinos will account for an estimated 9.4% of U.S. buying power.

U.S. Latinos spent an estimated $162.7 billion on apparel in 2002, up 11.1% from 2001, according to research firm The NPD Group. Each Latino household spent an average of $1,857 on apparel in 2001, compared with $1,745 for white households and $1,729 for African-American households. Contributing to this figure are Latino teens who apply most of their $19 billion in spending power toward clothing and jewelry.

Source: The Multicultural Economy 2002: Minority Buying Power in the New Century, GBEC (Georgia Business and Economic Conditions), Second Quarter 2002

Source: Getting into the Latin Groove, WWD, 15 May 2003; Association of Hispanic Advertising Agencies, 2003

Bridgez Magazine provides insight into the young urban lifestyle. The goal is to reach those who set trends, are avid fans of both Hip-Hop and Reggae music, and most importantly, are proud of their Latino heritage.

Birdgez is the paramount connection between Hip-Hop and the rapidly growing U.S. Latino market. Along with cutting-edge editorial and in-depth features with many of today’s prominent figures, Bridgez offers a unique insight into today’s world: the new generation Latino point-of-view.

There is a way to reach Spanish-dominant and bilingual Hispanics with Spanish-language and culturally-relevant messages. CBS Outdoor Latino puts your brand or service in Hispanic neighborhoods, reinforcing your campaign’s message every day of your selling cycle. On billboards, buses and rail, CBS Outdoor Latino provides extensive coverage of the top U.S. Hispanic markets.

Impact densely populated Hispanic communities by placing your message directly in front of your consumer, effectively reaching Latinos where they live, work, shop and play.

Dominate the streets with larger-than-life signage at key locations in specific ZIP codes – and in close proximity to the point-of-purchase: the major retailers. Outdoor can provide both an external point-of-purchase, as well as an unavoidable presence for your brand in the marketplace.

Grocery stores * Consumer electronics * Bodegas and Carnicerias * Other Retailers.

OUTDOOR Advertising Impacts Hispanic Buying Decisions

According to The Roslow Study, advertising in Spanish is 61% MORE effective in reaching Latinos and increasing awareness among Hispanics than ads in English.

- 76% of Hispanics indicate that they would definitely or probably be influenced by outdoor advertising.

- The comparable figure for non-Hispanics is 41%.

(Source: OAAA)

192,321 Hispanics represent 14% of Palm Beach and Martin Counties’ total population – a 170% increase since 1990.

The breakout of country of origin is as follows: Dominican - 2%, Guatemalan - 5%, other Central American - 6%, Colombian - 6%, other South American - 7%, other Hispanic/Latino - 16%, Cuban - 17%, Puerto Rican - 18%, and Mexican - 23%.

Additional characteristics of Palm Beach Hispanic vs. the total population of Palm Beach County: (93% are year-round residents vs. 93%), Employed (74% are working vs. 55%), Younger (72% are between the ages of 18-44 vs. 39%), Well-educated (64% attended college vs. 61%), Well-off (53% have an annual household income of $50,000 or more vs. 55%), and More Family-oriented (51% are living with children under age 18 vs. 30%).

Sources: U.S. Census 1990 and July 1, 2003 estimate, 2003 Gallup Poll of Media Usage and Consumer Behavior for Palm Beach, Martin and South St. Lucie Counties, Palm Beach Post.

Latino Perspectives Magazine is Arizona’s exciting new monthly addition to the media scene. It was created by Arizona Latinos for Arizona Latinos and those interested in learning their views, political inclinations, and links to Arizona life and lifestyle choices. This magazine offers insightful, thought-provoking stories written by reporters with the journalistic credentials to be trusted and respected. It has already establishing itself as the publication of record for the acculturated Latino community.

Latino Perspectives Magazine celebrates the triumphs of its community, addresses the challenges, critiques the failures and serves as a forum where the community can gather to discuss the issues that confront the community and the choices they make.

Latino Perspectives Magazine also reaches a growing number of non-Latinos who are finding their lives increasingly integrated with the growth of the Arizona Latino community because of their own interest in politics, business, work, school, lifestyle, neighborhood or family. We have dubbed this market segment “Latino Adjacent” because it is interested in the pulse, trends and driving forces of the Latino community.

Latino Perspectives Magazine provides a unique and highly effective vehicle to reach the growing and lucrative buying power of the upscale Latino market. Advertisers are reaching the upwardly mobile, English-speaking Latino community and delivering a message with cultural sensitivity and impact to improve their effectiveness and recall.

Cox Newspapers’ Hispanic weeklies saturate three rapidly growing markets. In Atlanta, GA: MundoHispanico; in West Palm Beach, FL: La Palma; in Austin, TX: ahora si.

The total distribution of these three papers is 122,612 copies distributed every Thursday. Combined, these three markets have a population of more than one million Hispanics, larger than San Diego and San Francisco, independently, which translates into $17 billion of total buying power.

What are you waiting for? One call can reach all three markets.

Hispanic Marketing Es inteligente – y facil with the Houston Chronicle and its family of products. The Houston Chronicle can help you reach Hispanic consumers in Houston through diverse media. This multi-point approach delivers.

First, there is La Voz de Houston, a widely respected Spanish-language newspaper, publishing since 1979. It boasts a 100,000 total distribution. 35,000 Hispanic households are reached through the Wednesday Houston Chronicle; 60,000 are accessed through free rack distribution in Hispanic neighborhoods on Wednesday, and 5,000 are accessed through distribution in Chronicle single-copy papers in Spanish-dominant neighborhoods.

Second, the Chonicle offers La Vibra, its Spanish-language entertainment weekly. It features coverage of local happenings, as well as national entertainment news in Spanish. It targets young adult, Spanish-speaking readers with a 100,000 total distribution. Distribution breaks out as follows: 16,500 Hispanic households receive the Friday Chronicle; 26,500 are delivered to non-subscribers on Friday; 44,000 free rack distribution in Hispanic neighborhoods; and 13,000 distributed on Sunday in single-copy papers in Spanish-dominant neighborhoods.

The Chronicle boasts a Spanish-language web site as well. The domain names are Chron.com/Spanish and chron.com/espanol. The website element reaches Hispanics online. It provides up-to-the-minute news coverage in Spanish, and features of specific interest to Hispanics, including MLS home listings in Spanish. The Chronicle also offers e-mail marketing – targeting Hispanics who indicated that they welcome advertising messages and offers via e-mail.

In addition, there are opportunities to reach people on a face-to-face basis through events and promotions. Sponsorship opportunities for events that are of interest to the Hispanic community are available. In-paper and online contest and promotion development, as well as translation and implementation are all custom options.

Finally, the Houston Chronicle itself reaches the Hispanic community. It reaches more than 350,000 Hispanics with just five daily issues. It offers bilingual coverage of news and events of interest to Spanish-speaking households as they happen. One ad in the Sunday Chronicle reaches more local Hispanic adults than five prime-time spots on any local Spanish-language TV channel and ten morning-drive-time spots on the top-rated Spanish radio station, according to The Chronicle.

With so many options, it is hard to imagine not being able to tap into the growing Houston Hispanic market.

Health Care $ 933 Million
Food at Home $ 762 Million
Food Away from Home $ 423 Million
Clothing $ 330 Million
New Household Furnishings $302 Million
Gasoline and Motor Oil $195 Million
Telecommunications $183 Million
Personal Care Products and Services $113 Million
Life and other Personal Insurance $ 73 Million

Source: Global Insight, The Hispanic Consumer Market in 2005 and Forecasts to 2022, April 2005.

Tampa is the 20th largest Hispanic market with 128,300 Hispanic TV households (8% of total). [1]

Since 1990, Tampa is the 6th fastest-growing cities among the top 25 Hispanic markets. [1]

In Tampa, the Hispanic population is 404,000 and projected to reach 482,544 by 2007, a growth rate almost seven times faster than non-Hispanics. [1] [2]

With $7.2 billion in buying power, Hispanics represent 7% of Tampa’s consumer spending. [3]

Tampa’s Hispanic average household income of $57,265 ranks 7th among the top 20 Hispanic markets. [3]

In 2003, Hispanics in the Tampa DMA spent $310 million on new vehicles.

Source: [1] 1990 and 2004 Nielsen Universe Estimates; [2] Claritas/Compass ’90 U.S. Census; U.S. Census 2004, ’06 Estimates, ’07 Projections; [3] Global Insight, The Hispanic consumer Market in 2005 and Forecasts to 2022, April 2005; [4] U.S. Census 2004, Language spoken at home for the Hispanic population 5 years and over.

Recently, the Magazine Publishers of America released the findings of their latest Synovate Study and the findings validate advertising to Hispanics through the magazine channel.

The study concluded that 85% of Hispanics read magazines, and 73% say magazine advertising gives them good ideas about what to buy (compare that to the general market, which comes in at only 48%). Additionally, 80% say magazine advertising provides useful information about new products (general market = 70%) and 50% of Hispanics are more likely to buy products advertised in Hispanic-oriented magazines vs. general market magazines. These findings lead us to conclude that Hispanics read magazines and are influenced by them, they engage with them, use them for social connection, aspiration and cultural relevance; and Hispanics
trust magazines, share them, and even base purchasing decisions on what they see in them.

Based on these results, advertisers should take notice when developing their Hispanic media plans and make sure that magazines are heavily in the mix.

This free, Spanish weekly paper speaks the language of tradition, family values and community ties. Published by The Palm Beach Post, La Palma addresses the ever-growing and diverse Hispanic population in Palm Beach and Martin counties, focusing on what’s important to these readers: local and international news, sports, entertainment, society, religion, health, immigration and more.

Tenga acceso al Mercado hispano del sur de la Florida con La Palma. Este semanario de habla hispana gratuito habla el lenguaje de la tradicion, los valores familiars y los lazos comunitarios. La Palma es una publicacion seminal de The Palm Beach Post y se concentra en la variada poblacion hispana con crecimiento permanente en los condados de Martin y Palm Beach, focalizandose en temas que son importantes para los lectores locales: noticias locales e internacionales, deportes, entretenimiento, sociedad, religion, salud, inmigracion y mas.

Your business has an opportunity to reach Austin’s growing Hispanic market. A free Spanish-language weekly, produced in association with the Austin American-Statesman, Ahora si! engages, informs and entertains readers.

Ahora si! reaches the fast-growing Hispanic population in the Austin metro area - a population that has its own news and information needs; needs that Ahora si! fills with every edition.

Ahora si! is written and edited by its own full-time, multi-cultural staff and backed by a winning team made up of Austin American-Statesman journalists. Each reporter and columnist concentrates on topics that are of interest to Hispanic readers.

Hispanics are the fastest growing segment of the New York DMA. The New York DMA includes CT, NJ, NY and PA. The New York DMA is the second largest Hispanic market in the United States and represents 19.2% of the U.S. Hispanic population – with 3.9 million people. El Diario/La Prensa delivers this market.

Established in 1913, El Diario/La Prensa is the oldest Spanish-language daily newspaper in America and the #1 read newspaper in New York. It’s also the longest running and one of the most reputable Hispanic media organizations in the United States.

El Diario/La Prensa has received numerous awards for editorial content, including 35 awards in 2004 from the National Association of Hispanic Publications.

The paper attracts the second-largest Hispanic market in the U.S.: New York. So far, El Diario/La Prensa successfully reaches 70% of Hispanics who read a Spanish newspaper in the area.

New York DMA Hispanics’ buying power is over $47 billion. And if you’re looking to reach them in a short time, El Diario/La Prensa gets to more Hispanics in a week than any other newspaper.

When targeting the Hispanic market, the paper reaches over 800,000* readers per week. No other paper knows the market as well as El Diario/La Prensa does.

Source – El Diario/La Prensa, 2003 Scarborough Research, Release 2

EL NORTE, The Community Newspaper, is available at over 1,000 locations in 22 cities in central Texas. It is distributed throughout the greater Austin, San Antonio and Temple areas of Texas, including Pflugerville, Round Rock, Hutto, Taylor, Oak Hill, San Marcos, Buda, Kyle, Del Valle, Elgin, Manor, Lockhart, Bastrop, Georgetown, Cedar Park, Leander, Marble Falls, Granite Shoals and New Braunfels. EL NORTE distributes 30,000 issues to over 1,000 locations. EL NORTE has a 5 to 1 ratio, which equates to approximately 150,000 readers. (Encuentre EL NORTE, El Periodico de la Comunidad en mas de 1,000 negocios en 22 ciudades del centro de Texas.)

It is finally here - a free Spanish publication for young, professional Hispanic Houstonians. Now you can find 002Latino and its sister publication, 002+Magazine, in any spot of the uber chic city. Keeping the same positive, informative content and innovative designs as in 002+Magazine since August 1998, 002Latino focuses on the likes and needs of Houston’s Latin Community. This magazine knows what works for this audience and knows this market’s requests. Hip, current, cool becomes 002Latino “con estilo urbano.”

Ya esta aqui la publicacion gratis en espanol para los latinos profesionales que residen en la ciudad de Houston. Puedes encontrar a 002Latino y su revista hermana 002+Magazine en cualquier espacio de nuestra urbe. Con el mismo contenido ameno e informativo y ese toque unico de diseno que existe en 002+Magazine desde sus comienzos en Agosto de 1998, la version en espanol, 002Latino se enfoca en los gustos y necesidades de la comunidad hispanoamericana de Houston.

* Dinero Inc Magazine has a reception area life of 30 days
* Readership: 171,000
* Pass-Along Rate: 5.7 readers per copy
* An entrepreneurial magazine specifically targeting an affluent community of business owners and business professionals.
* Your message goes directly to their homes and businesses, and into their computers through e-newsletters.
* The visual appeal and first-rate quality of the magazine allow you to project a professional and credible image.
* An extensive distribution system has been developed that blankets the magazine’s distribution area for their targeted audience of Affluentinos and Influentinos.
* 24,000 copies are sent to subscribers and a list of prosperous business owners and professionals throughout the Midwest.
* Monthly magazine

Dinero Inc Magazine creates a tremendous opportunity in the marketplace to reach affluent professional couples and individuals who have few children and own homes in upscale, city neighborhoods and those who have businesses in Latino-populated neighborhoods.

TeleRevista goes behind the scenes to get the inside scoop on the stars of television, the movies and the recording industry. TeleRevista discloses tidbits of their most intimate private and professional lives along with captivating photographs. If it’s “happening” and “hot” in Hispanic show business, then count on TeleRevista to bring it to you.

CARIBBEAN BUSINESS subscribers have spending power. Their reported household average income of $83,500 greatly surpasses the average income of families in Puerto Rico. There are several different newspapers in Puerto Rico to choose from for general news, but no matter which of the dailies businesspeople read – and generally they only read one of them – they also read CARIBBEAN BUSINESS for accurate and reliable business reporting. This is the newspaper in which you want your advertisement to be placed, a newspaper that businesspeople trust and read thoroughly.

The Twin Cities metropolitan area has nearly 180,000 Hispanic residents with an estimated buying power of $3.3 billion.

39% of Minnesota Hispanics are under age 18
60% of Minnesota Hispanics were U.S. born
69% of Minnesota Hispanics are of Mexican origin
Median household income: $39,300
Average household size: 3.5 people

There are a number of unique media properties that target the Hispanic residents of Minnesota. One of these is La Voz Latina. 82.6% of Hispanic households in Minneapolis-St. Paul, MN pick up La Voz Latina regularly, while 69.4% read La Voz Latina regularly*.

For information on La Voz Latina or other Hispanic-targeted programs in the Minneapolis-St. Paul DMA, contact your Echo Media sales rep, or search by DMA on the newspaper pages of www.Echo-Latino.com.

As the first Spanish-only Yellow Pages, and also featuring a full-color magazine and resource guide, Nuestra Guia is an effective tool to connect advertisers with their potential customers. Nuestra Guia is a three-part media concept. First, it is the Yellow Pages in Spanish. Second, it carries Guia Practica Plus, a full-color, magazine-style section offering information and “how to/what to do” advice on housing, employment, child care, education, finance, healthcare and insurance, safety, government services and legal assistance. Finally, it contains Ene Plus, a lifestyle magazine on Hispanic art, politics, restaurants and personalities, reflecting the verve and vibrancy of the entire Hispanic community.

Nuestra Guia serves Westchester, the Bronx, Brooklyn, Queens and Manhattan.

For more information on Nuestra Guia, or Spanish-language Yellow Pages directories in other markets in the U.S., visit us at www.echo-latino.com and view the alternative media section.

La Voz Fin de Semana, the weekend version of La Voz de Phoenix has been a success since its recent launch. The “Fin de Semana” version of the paper is home delivered each Saturday to 60,000 homes in the Phoenix metro area. The combined Hispanic household penetration of both versions of the paper is 85%.

La Voz also publishes La Voz de Tucson, giving advertisers an easy one-stop buy to cover a significant portion of the Arizona landscape.

La Voz publications are audited.

The Austin media market has the 19th largest Hispanic population in the U.S. Over 471,000 local residents are of Hispanic descent. The number of Hispanics in the metro area has grown 91% since the 1990 Census. Additionally, compared to other major Texas markets, the Austin area’s Hispanic population has the highest percentage of college graduates.

Hispanics are Central Texas’ fastest-growing ethnicity and will make up 44% of the local population by 2040. Projections indicate that the local Hispanic population will grow 26% over the next five years alone.

Hispanic Magazine’s July/August 2004 issue cited Austin as the best place in the U.S. for Hispanics to live and work.

Central Texas Hispanic Population:

· Median age is 26.2. Over half of all adults are ages 18-34.

· 60% of adults are employed full-time. Average household income is $38,500.

· 79% can read or speak Spanish.

· 76% say that Mexico is their original country of origin.

· 51% are female, 49% are male.

· 56% have children at home.

· Central Texas Hispanics…

--Shop at local department stores

--Go to downtown Austin music venues

--Are recent home buyers

--Go online to shop for cars, music and entertainment

--Subscribe to cell phone services

--Are less likely to watch prime-time television

Sources: Texas State Data Center At Texas A&M, Scarborough Research, Claritas, 2003 Gallup Poll of Media Usage and Consumer Behavior, Austin MSA, Synovate’s Hispanic Market Report.

La Herencia’s fall edition is the most widely circulated issue of the year in celebration of Hispanic Heritage month from mid-September through mid-October. This special issue will be featuring their second annual tribute to Hispanic Heroes and Latino Educators. The magazine will be distributed at special events at the National Hispanic Cultural Center in Albuquerque and at the Santa Fe Fiesta during the month-long celebration. In addition, La Herencia has been designated by the City of Santa Fe as the official publication celebrating their 400th anniversary. The Santa Fe Convention & Visitor’s Bureau currently distributes 5,000 copies of each issue to hotels in both Santa Fe and Albuquerque. Total distribution for the fall issue will be 60,000 copies.

Casa y HOGAR is designed and written to appeal to Hispanics now living in the U.S. who desire to achieve or enhance the American dream of homeownership. The magazine is published in Spanish and delivered by leading Spanish newspapers, plus select venues, across the country. The magazine is scheduled to publish six times a year.

A key element of this magazine is the celebrity spotlight. Each issue features a profile and photo essay of a well-known Hispanic personality and his or her home. The emphasis is on the personality’s home style, decoration and advice to the readers rather than their public personae.

MundoHispánico, billed as Atlanta’s largest circulation Spanish-language weekly and owned by The Atlanta Journal-Constitution, redesigned the newspaper to make it more attractive and easier to read. The revamped look includes a new logo and a contemporary design, as well as a format meant to encourage readers to spend more time with the paper.

“The latest in a series of moves to expand and improve our publication to meet the needs of the rapidly growing market,” said Lino Dominguez, publisher, MundoHispánico.

Atlanta’s Hispanic population exceeded 500,000 in 2005 and is expected to grow by another 31.5 percent by 2010. MundoHispánico is distributed on Thursday with a circulation of 75,000, including a 7,000-copy zoned edition in suburban Hall and Clarke counties.

Three weeks prior to the redesign, MundoHispánico launched a second weekly that serves as a “how to” guide for new Hispanic residents of metro Atlanta. Pasos: Para vivir mejor (Spanish for Steps to a Better Life) is a free tabloid publication with a weekly distribution of 35,000. Pasos is published each Monday and features short stories and color photographs to illustrate the steps readers can take to accomplish their goals.

Acquired by The Atlanta Journal-Constitution in 2004, MundoHispánico recently moved into new offices in suburban Atlanta. The newspaper has served metropolitan Atlanta’s Hispanic market since 1979.

Tiempos del Mundo, unlike any other publication, is a Spanish-language weekly paper that has the ability to cover 16 countries throughout Latin America and key Hispanic markets in the United States.

With Tiempos del Mundo, you can advertise throughout the hemisphere and customize your ad in each of the strategically positioned regional subdivisions to target specific market sectors that meet your needs and reach the decision making force of the Americas.

Based on the regional breakouts of its hemispheric coverage, Tiempos del Mundo provides advertisers with a variety of segmentation choices to reach any part or all of the Pan-American market. The six editions are:

· USA (Miami)

· USA (Washington D.C. and New York)

· Mexico

· Central America and the Dominican Republic

· Andean Region

· Southern Cone

Georgia’s Hispanic population continues to grow very rapidly. In response to this rapid growth, Hispanic Magazine will be featuring an 8-16 page special Georgia State supplement with a wealth of information promoting the state, showing the population growth, the importance of Hispanics, the companies and industries of which many have Hispanic initiatives and offer career opportunities, what to do and what to see in the state, and much more to its readers. The special section will be featured following the magazine’s annual top 10 cities for Hispanics.

Here are some statistics on Hispanics in Georgia:
– 299% Growth: Between 1990 and 2000, the Hispanic/Latino population grew by 299.6 percent; while Georgia’s total population grew by 26.4 percent.
– $10.6 Billion Spending Power: Georgia Hispanics' buying power grew from $6.3 billion in 2000 to $10.6 billion in 2005. That buying power is projected to hit $17.3 billion in Georgia in 2010. Georgia was among the top 10 largest Hispanic markets in the U.S. in 2004, in terms of spending power. (Selig Center of Economic Growth)
– 2nd Fastest Growth Rate: According to The University of Georgia's Selig Center of Economic Growth, Georgia tied with Rhode Island as the state with the second-fastest rate of growth for Hispanic-owned businesses between 1997 and 2002.
– Educated Hispanics: 28% of Georgia’s Hispanic population holds a bachelor’s degree or higher. Nearly 30% of all Hispanics in Georgia have a high school education or equivalent. (Selig Center, July 2004)

Don’t miss the opportunity to advertise in this special section, Hispanic Magazine’s first extensive report on the State of Georgia.

San Antonio is the 7th largest Hispanic ADI in the U.S. and has the highest percentage of Hispanics vs. non-Hispanics among the top seven U.S. Hispanic Markets. It has a higher percentage of Hispanics than the entire state of Texas. Also, San Antonio has a greater percentage of Hispanics than Dallas or Houston, but a smaller percentage than the border cities of McAllen, Brownsville and El Paso.

In San Antonio, the Hispanic population, with a median age of 27, is younger than that of the non-Hispanic population.

The mean average annual income of Hispanic Households in San Antonio is $28,872. This translates into a Hispanic buying power of $3.6 billion in the San Antonio Metro Area annually.

Echo Media can deliver the San Antonio market, as well as Hispanic print media on a national scope, including co-op advertising vehicles and newspapers.

Source – Strategy Resource Corp.

· The Boston Hispanic market is the 6th fastest growing market in the U.S.

· Latinos are numbered at approximately 500,000, making it the largest ethnic group in Massachusetts.

· Since 1990, Boston’s Hispanic population exploded by 37.3% while the general population jumped only 2.6%.

· The annual buying power of Hispanics in Massachusetts is an impressive $4.4 billion.

· 24.2% of Hispanic households in Massachusetts earn more than $50,000, with the mean household income at $42,000.

· Out of 21,500 Hispanic businesses in New England, 12,700 are located in Massachusetts, and the majority is based in Greater Boston.

Echo Media works with a number of Massachusetts Hispanic newspapers, as well as a variety of national-level Spanish-language publications that cover the Massachusetts market.

Source – U.S. Census Bureau, Maurico Gaston Institute.

Rumbo is a new addition to Spanish-language media and is a breakthrough newspaper that delivers useful information for the Latino reader. This gives Rumbo a place in the forefront of Texas publications speaking to the Hispanic community.

Rumbo operates in four markets in Texas: the Rio Grande Valley, Houston, Dallas and Austin. Rumbo is a daily newspaper built around local news and a core of common content, which includes Mexican, U.S. and international news, as well as sports, lifestyle and entertainment content.

San Antonio, Houston, the Rio Grande Valley and Austin offer a great Hispanic market: a population of more than 3.2 million Hispanics with a purchasing power of $44.7 billion who mostly speak Spanish at home. Rumbo boasts that it is the perfect vehicle to connect its readers to the Latino community in south Texas due to its unique characteristics: written entirely in Spanish, tab-sized, full-color and modular make-up. All four Rumbo editions carry the Valassis Hispanic co-operative FSI. Single-copy sales will be available at supermarkets, convenience stores, newsstands and coin boxes, and home delivery will be implemented in select markets. Circulation will be audited by the Audit Bureau of Circulation (ABC).


Sources: 1) U.S. Census Bureau, 2000
2) Strategy Research Corporation, 2002
3) Advertising Age, Synovate, 2004

The lower Rio Grande Valley of Texas occupies the area from the Gulf of Mexico at South Padre Island on the east, which includes the cities of Brownsville, Harlingen and McAllen, and extends west for over 100 miles. It is approximately 50 miles wide with its southern boundary being the Rio Grande River, which forms the international border with Mexico. Because of the open frontier with Mexico, the population of the northern Mexican cities of Reynosa and Matamoros are considered part of the retail shopping base.

The 2000 U.S. Census placed the population of the area at approximately 1,000,000 persons. Nearly 90% consider themselves ‘Hispanic.’ That term means that, while they are U.S. citizens, they enjoy a cultural tie to Mexico. Many speak both English and Spanish, but their education has been in U.S. schools, and as a result, English is the language they read and write.

The two standard Metropolitan Statistical Areas encompassing the region, Brownsville/Harlingen and McAllen/Mission/Edinburg, consistently rank near the top of the fastest growing metropolitan areas in the state of Texas and are normally found in the top ten nationally.

A huge population exists just across the Mexican border as well. Estimates by Mexican authorities place the region at over 1,000,000 people. Numerous international bridges allow 30,000,000 crossings for persons to shop and visit the U.S. side of the Rio Grande annually. Agriculture, tourism and trade form the basis for The Valley’s economy. A large, available work force has led to the rapid growth of manufacturing on both sides of the river.

The presence of a variety of advertising products focusing on the Rio Grande Valley, in both the Hispanic community and in the non-Hispanic community, make this population base easy to access if you know where to look. Echo media helps national companies coordinate media buys in areas that are difficult to reach, and in a number of niche market arenas.

Over 480,000 Hispanics call Las Vegas home. Unofficially, this number is expected to increase up to 600,000. In the past 14 years, the Hispanic population in Clark County (the home of Las Vegas) has grown by over 500%. In fact, Las Vegas is the fastest growing Hispanic market in the United States.

Spanish is the language of choice in Las Vegas Hispanic households where 62% of Hispanic households speak only Spanish at home, and an additional 12% speak an equal amount of English and Spanish. 94% of Las Vegas Hispanics prefer to be marketed to in Spanish.

The Las Vegas Hispanic population has grown 135% from 1980 to 1990, and 130.2% from 1990 to 1997. Hispanics now account for over 23% of the Las Vegas population and are expected to grow to represent 25% within the next three years. Hispanics are by far the fastest growing population group. About 5,000 families are moving into Las Vegas monthly, and at least 26% of them are Hispanics. Hispanics will soon be the largest workforce in Las Vegas.

Source: El Mundo, 2004

The Hispanic population of Dallas-Ft. Worth grew 112% from 1990 to 2000. The population is expected to grow another 41% from 2001 to 2006 when it will reach approximately 1.8 million. Similarly, Dallas and Fort Worth/Arlington MSAs grew 113% from 1990 to 2000. This population is also expected to grow another 41% from 2001 to 2006 when it will reach approximately 1.7 million.

LANGUAGE	56% speak only or prefer Spanish
HOUSEHOLD SIZE	3.9(vs. 2.7 general market)
MEDIAN AGE	24 (vs. 32 for general market)
HOUSEHOLD INCOME	$42,735.00
BUYING POWER	$14.2 Billion

Al Borde reaches the greater Los Angeles Hispanic market. It is a free, bi-weekly publication focusing on Latin alternative rock and pop music. It is distributed in over 1,200 locations, with a circulation of 20,000 every 15 days.

Al Borde is the only Latin alternative media in the U.S. that has audited circulation. It is unique from other print media outlets because it offers a variety of promotional opportunities to reach young Latinos in a format that they can relate to.

Al Borde Readers are young Latinos (ages 14-40) of which 95% are high school graduates. 83% are bilinguals, and they come for various Hispanic roots. This unique access to the Hispanic youth market is a perfect channel for testing Direct Response offers to a defined Spanish-speaking age group.

Echo Media works with a wide variety of Spanish language publications throughout the United States, from newspapers to sampling opportunities.

The buying power of the San Antonio Hispanic segment is the eighth largest among all U.S. markets. San Antonio also has the fifth largest Hispanic population and the highest percentage of Hispanic concentration.

Advertisers should take note of language issues that characterize the Hispanic marketplace. Among San Antonio Hispanics, 72% speak Spanish, with 89% speaking English “very well” or “well.” With regards to reading, 73% feel most comfortable reading English, 14% feel most comfortable reading Spanish, and 13% feel most comfortable reading both languages.

Through a variety of media channels, Echo Media delivers the San Antonio Hispanic audience.

Sources: U.S. Census, 2000: MORI Research, 2002

About 38 million Hispanics live in the United States with $450 billion a year in purchasing power, and this group of people is increasingly internet savvy. Over 12.5 million Hispanics access the Internet on a regular basis, a “cyber population” that outpaces Mexico, Spain, Argentina and Colombia. Advertisers should also be excited to know that a number of options exist for them to market to the Hispanic population, including bi-lingual, Spanish-language and Hispanic-targeted magazines, shoppers, local coupon magazines (“mag-nets”) and newspapers.

The Media Audit surveyed almost 10,000 Hispanics in 85 U.S. markets in order to capture information relevant to advertisers targeting this audience. Some of the information on generational differences concluded by the study is relevant to targeting segments of the overall Hispanic community with different price point offers. According to the survey, Hispanics lose ground in both affluence and education in older age groups. Only 4.6% of Hispanics age 50 or older have annual household incomes of $50,000 or more, while the percentage among the general adult population is 11.6%. This suggests that when advertising to an older Hispanic audience, sub-prime or lower price point offers may pull more effectively, and therefore, provide a greater return on investment.

Using newspapers to target the Hispanic community isn’t as straight forward as it may appear. Selecting the most relevant section of the newspaper can be a key to success. Surprisingly, Hispanics do not read the Front Page section of newspapers as regularly as the general population (35.8% vs. 51.4%), but their readership of the Sports section is similar (24.8% vs. 28.7%). Additionally, Hispanics are somewhat more inclined to read the Classified section (12% vs. 10%).

Source: The Media Audit, August 9, 2001

Cinco de Mayo (5th of May) commemorates the 1862 defeat of the French by Mexico. People of Mexican descent in the United States celebrate this significant day with many festive activities. Many Hispanic newspapers and magazines and various other publications celebrate Cinco de Mayo by printing special issues that focus on Mexican heritage, influential Mexican-Americans and community events. With more than 20 million Mexican-Americans in the U.S. comprising 7% of this country's total population, advertising around Cinco de Mayo and other significant dates in the Mexican-American community is important for advertisers to show their knowledge and appreciation for other cultures.

News America's SmartSource Magazine is one of the nation's most widely circulated publications. Placed weekly into more than 68 million circulation in over a thousand Sunday paid newspapers throughout the United States, this full-color, glossy, free-standing insert (“FSI”) is a major distributor of retail packaged goods coupons, as well as direct response and retail advertisements. With this program, household penetration on a nationwide basis is almost 60%. Studies show that most consumers prefer to clip coupons on the weekend, which contributes favorably to the response of mail order products; and as a result, direct response advertisers can deliver strong messages to an audience that is ready to buy. News America has recently introduced a new co-operative FSI program targeting nearly 4.4 million Hispanic households four times per year. The News America Hispanic FSI is inserted into Latino newspapers in the top Hispanic DMAs. Half page, full page and insert blow-in opportunities are available. Advertisers can buy regionally by a grouping of markets.

Mira! is a bi-weekly Spanish language magazine that looks at the exciting world of Latin-American music, movies and TV with fresh, dynamic and surprising eyes. It features compelling articles that are both informative and entertaining. The latest stories and the glamour of the Latino entertainment community capture the attention of nearly 900,000 diverse readers. With a circulation of 110,000 per issue, Mira! is sold via newsstands. By advertising in Mira!, advertisers can market their message to the Hispanic community and reach an audience made up primarily of females (66%), has an average age of 35, and a household income of nearly $40,000.

As consumer packaged goods expand their marketing efforts into Hispanic media, direct response advertisers benefit from the value and opening rate that consumer packaged good bring to a media vehicle. Pensando en Ti, which means "Thinking of You," is a new four-color co-operative FSI that is delivered once a month to over 1.5 million households in California and Florida. Pensando en Ti is inserted into the PennySaver in California and the Flyer in Florida, and is saturation-mailed to ZIP codes with a high Hispanic concentration. Advertisers can run a half or full page in either the full circulation or by zone. Opportunities also exist for inserts to ride along with the FSI. Ads can be placed in either Spanish or a bilingual format.

For additional Hispanic advertising opportunities click here.

Dish Network Satellite TV (Echostar) Subscriber Billing Statements now has 290,000 monthly circulation that is mailed exclusively to Hispanic households. These households have self-selected themselves as Hispanic and receive their bill in Spanish. Inserts from third-party advertisers ride along with the billing invoices and are mailed directly to customers. Marketers can reach over nine million households every month by advertising in the non-Hispanic Dish Network Billing Statements. 82% of recipients are homeowners and over 42% have children under the age of 18. Statements are mailed via first class, and there are limited advertising slots available in each envelope, thereby increasing its value.

With a buying power of $17.3 billion, Chicago’s Hispanic community can now be reached through Hoy’s network of publications. Hoy, a daily paper recently introduced in Chicago, has debuted a new Total Market Coverage (“TMC”) product called Vida Hoy. Every Sunday, Vida Hoy is carrier-delivered to over 200,000 Hispanic households throughout Chicago and its suburbs. This TMC includes news, features and classified content. Advertisers are able to pinpoint their marketing message by zoning to specific geographic areas of Chicago.

Hoy, the nation’s second-largest and fastest growing Spanish-language paper had a 20% daily circulation increase to 93,902 and a Sunday circulation increase of 15% to 34,484. It remained the dominant Spanish-language paper in the New York metropolitan area, and recently introduced a daily edition in Chicago. Hoy replaced !Exito!, which was published weekly by the Chicago Tribune for ten years. Hoy is a forty-page publication, available Monday through Friday throughout the Chicago area for only twenty-five cents. It is distributed via newsstands, vending boxes and retail outlets. Advertisers can place ROP ads, as well as blow-in inserts. Hoy is an informative channel for the diverse 1.6 million Hispanics living in “The Windy City.” This paper provides impartial and credible journalism with a commitment to local news, as well as featuring news from Mexico, Puerto Rico, Central and South America and the Caribbean.

With 56% of the Hispanic households in the United States using a Hispanic newspaper on a daily or weekly basis, the result is a rapidly expanding category of media. Hispanic newspapers now serve 94 DMAs, 12 more than just one year ago. According to a recent study by the Food Marketing Institute, Spanish language newspapers are the most powerful media vehicles for influencing purchasing decisions. Advertising in Spanish language newspapers is a recipe for advertising success in this prime growth market.

According to Western Publication Research, 36% of Hispanic households, compared with 23% of non-Hispanic, White households, consist of a married couple with children. Additionally, 63% of households that read a Hispanic newspaper on a weekly basis consist of a married couple with kids. With the national average of married-couple families with young children being 23.5%, it can be concluded that the Hispanic household skews heavily towards the young family demographic.

With 90% of Hispanic adults age 18 and older speaking Spanish at home, the importance of creating an advertisement in Spanish must not be overlooked. When advertising in media that targets the Latino community, it is highly recommended to develop the advertisement in Spanish, or at least in both Spanish and English. However, the linguistic aspect of an advertisement should vary depending on the region of the United States where the advertisement will be running, as well as the publication. Within the top ten Hispanic metropolitan areas in the United States, Los Angeles and New York have the highest Hispanic population growth in the last ten years. While Spanish is preferred at home among those in Los Angeles, English is preferred among those in New York; though most households are bilingual.

Hispanic Heritage Month is September 15th through October 15th and is an ideal time to commemorate the achievements of Hispanic-Americans. Hispanic media across the country will mark the occasion with special coverage and local event information, making it a perfect time for advertisers to target the estimated 38.8 million Hispanics in the United States. This provides a piñata full of opportunities to rejoice with the nation's Hispanic population and launch a Latin-themed campaign for company's brands. While composing only 14% of the country's population, Latinos boast $580.5 billion in buying power. The top five markets for Hispanics in the US include Los Angeles, New York, Miami/Ft. Lauderdale, Houston and Chicago. Hispanics are avid media consumers and spend a total of nearly 23 hours each week watching Spanish-language television, listening to Spanish radio and reading Spanish-language print.

El Nuevo Día, one of Puerto Rico's most prominent newspapers has opened its doors in Orlando. El Nuevo Día's wide variety of Hispanic readers stimulated the launch of a Spanish-language edition, El Nuevo Día Orlando. With its first edition having launched in August 2003, this newspaper is sold in Orlando and adjacent counties. The new Orlando edition costs 50 cents and appears daily, Monday through Friday. Consisting of 48 pages, El Nuevo Día Orlando currently has an average circulation of 10,000 with plans to increase in the future. The main news articles are written in Spanish and have a summary in English.

El Nuevo Día selected Orlando for expansion because it is one of the fastest-growing Latino destinations in the United States, with a population growth of 859% between 1980 and 2000. Currently, 17% of the city's total population is of Latino heritage, making it important to create and deliver advertisements in Spanish. Now is an excellent time to target the Hispanic market in Orlando and take advantage of the advertising opportunities in El Nuevo Día Orlando.

According to the 2000 census, the U.S. Hispanic population is growing in states that few would expect. North Carolina's Hispanic population grew by 394% over the ten-year period since 1990. The Hispanic population numbers for New York and New Jersey alone approach four million. In the Northwest, Oregon and Washington show growth figures of 144% and 106%, respectively. The Hispanic population overall growth rate of 57.9% is the highest of any race or ethnic segment within the United States, and is projected to continue to increase.

BMG has just announced two new ways for advertisers to reach consumers in a very targeted package. The BMG Latin Welcome Kit will be delivered to all new members joining the Latin Music club. Predominantly composed of Hispanic members, this package insert program is a great vehicle for advertisers trying to reach this bilingual audience. BMG’s Sound & Spirit Welcome Kit is delivered to new members of their Christian Music club. Both Welcome Kits arrive along with the member’s first shipment of CDs and include the new member’s invoice and club membership information. Only two inserts will be placed inside of each Welcome Kit.

According to a recent article by USA Today on June 19, 2003, Hispanics are now the largest minority group in the United States and account for half of the national population growth since 2000. With the current U.S. Hispanic population at 38.8 million, Echo Media is able to target this niche market through numerous media with an average total circulation of over 131 million. Advertisers have various opportunities to reach this growing market by advertising in targeted publications, such as Spanish language newspapers, sampling programs, co-operative envelopes and FSIs.

Reach Puerto Rican residents with All Distribution, Inc. Similar to wraps, this co-operative program carries retail and grocery store circulars, as well as small product samples and free-standing inserts, which are polybagged and delivered by private carrier delivery to over 800,000 homes in Puerto Rico. Insert opportunities are currently available, and beginning in 2004, advertisers will also be able to take advantage of the mailed portion of this program, which mails to nearly 140,000 homes in Puerto Rico.

The Hispanic Goods and Services Pack targets the direct mail-buying Hispanic-American consumer. Mailing exclusively to the homes of 200,000 proven mail order buyers, it reaches ideal prospects for the purchase of home furnishings, electronics, clothing, cooking supplies, personal care items, magazines, books, newspapers and educational opportunities. The debut mailing of this card pack will be in October. Additional demographics include: 58% are female, median age is 35, $43,000 is the average household income, 53% are homeowners, 61% have children at home, 75% have Internet access.

With tremendous attention focused on Hispanic marketing, advertisers are concentrating specifically on Puerto Rico. Having overcome such obstacles as shipping constraints, Puerto Rican print media channels have become straightforward and manageable for advertisers promoting and selling products that must be shipped to an address in Puerto Rico. Additionally, most advertisements that are placed in Puerto Rican media vehicles are written in Spanish, thus, eliminating any language barriers.

Echo Media offers various programs that cover the Puerto Rican geography. Through newspapers, co-operative envelopes, FSIs (free-standing inserts) and billing statements, an increasing number of advertisers, retailers in particular, are allotting test dollars to this growing niche market and receiving positive return on investment.

According to Direct Newsline, the Census Bureau has revealed new data that the Latino population has surpassed the black population as the largest minority group. It was also written that the Latino population grew to 37 million in July 2001, an increase of 4.7% from April 2000. The black population went up 2% during that period to 36.1 million (Direct Newsline, 1/22/03). These are very important statistics for advertisers to use in determining their media plans. Echo Media offers an abundant amount of print media vehicles that target both the Hispanic and African-American market segments.

Valassis Hispanic FSI is distributed in leading Hispanic Newspapers in the top Hispanic markets. These four-color Free-Standing Inserts (FSIs) are inserted into Sunday paid newspapers. The Valassis FSI, which appears in almost 60 million households and in over 500 newspapers coast to coast, is one of the largest distributors of coupons in the world. Household penetration on a nationwide basis is almost sixty percent. Studies show that most consumers prefer to clip coupons on the weekend, which contributes favorably to the response of mail order products. Half Page, Full Page, and Insert Blow-in opportunities are available. Advertisers can select by region: Pacific, Central, and Atlantic.

Major brands have jumped in to start advertising to the growing Hispanic market segment. This brand-loyal audience not only controls a large dollar volume of revenue, it also represents an actively expanding market. By appealing to the Hispanic community through newspapers that speak specifically to their needs, and in their language, advertisers build a bridge of trust and brand awareness that can not be duplicated through English language channels.