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"Recent Trends
in Hispanic Magazine Advertising – Stats for February, 2002"
by Carlos Pelay, Media Economics Group
February 25, 2002
Article in HispanicAd.com
http://www.hispanicad.com/cgi-bin/weeklies/weeklyarticle.cgi?article_id=293
The overall
picture from the U.S. Hispanic Magazine market is mixed with both
good news and not-so-good news. The good news is that the market
has received lots of attention of late from publishers wanting to
reach an upscale Hispanic audience. Late last year two new major
men’s titles were launched: Loft by Zoom Media Group (the
publishers of Poder – formerly called Punto Com) and
Maxim en Español (Dennis Publishing in partnership with
Editorial Televisa).
This year, at
least three other additional Hispanic titles either have already
launched or are slated to launch: Batanga.com, the Latin internet
radio site, will bring out Batanga Magazine featuring Latin
music news and interviews; H6K an upscale lifestyle/fashion
magazine for Hispanic men has launched this year with a quarterly
audited circulation of 50,000; and, in March, Hispanic Publishing
Corp. (publishers of Hispanic and Vista) will bring
out “Hispanic Trends” - a quarterly small business-oriented magazine
in conjunction with the United States Hispanic Chamber of Commerce.
Now time for the “not-so-good” news: existing Hispanic print titles
have not been immune to the media recession and have suffered
declining ad pages and dollars. February data from the
HispanicMagazineMonitor.com service show that among five of the
major Hispanic titles (Hispanic, Hispanic Business,
Latina, People en Español, and Selecciones) only
Selecciones has posted an increase in ad pages and/or estimated ad
dollars so far this year.
Table 1
Ad Page Counts and Estimated Dollars for February, 2002
Hispanic Market Magazines
|
|
Title (frequency)
|
Issue
Date
|
Ad Pages
|
(%
chg
prev yr)
|
Est.
Dollars1
|
(%
chg
prev yr)
|
|
Cosmopolitan en Español2
(m)
|
Feb. '02
|
17.6
|
-3.7%
|
$171,062
|
-2.3%
|
|
Cristina la
Revista (m)
|
Feb. '02
|
28.0
|
na*
|
$286,750
|
na*
|
|
Hispanic
(m)
|
Jan/Feb '02
|
42.3
|
-22.8%
|
$651,370
|
-17.4%
|
|
Hispanic
Business (m)
|
Jan/Feb '02
|
31.2
|
-37.8%
|
$543,691
|
-37.8%
|
|
Latina3
(m)
|
Jan/Feb '02
|
52.3
|
-30.3%3
|
$731,634
|
-26.5%3
|
|
People en
Español (m)
|
Feb. '02
|
41.3
|
-17.3%
|
$1,128,200
|
-17.2%
|
|
Prevention
en Español2
(m)
|
Feb. '02
|
19.0
|
na*
|
$57,000
|
na*
|
|
Selecciones2
(m)
|
Feb. '02
|
21.0
|
61.5%
|
$363,800
|
40.8%
|
|
Teen en
Español2
(m)
|
Feb. '02
|
11.0
|
na*
|
$27,720
|
na*
|
|
Vogue en
Español2
(m)
|
Feb. '02
|
21.0
|
na*
|
$126,000
|
na*
|
|
1
Estimated
dollars based on rate cards from magazine publishers and/or
S.R.D.S.
2
U.S. edition of title. Dollars estimated at U.S. Hispanic
gross rates.
3Previous-year
comparisons for Latina Jan/Feb ’02 combined issue are against
total of January, 2001 and February, 2001 issues.
*Monitoring for these titles began in Jan, 2002.
Source: HispanicMagazineMonitor (http://www.HispanicMagazineMonitor.com)
© Media Economics Group, 2002
|
Ad pages in
Hispanic were down almost 23% for the January/February combo
issue and ad pages were down by almost 38% in the Hispanic
Business January/February combo issue. Ad pages in Latina‘s
combined January/February issue were down by 30% from the total
pages in its separate January, 2001 and February, 2001 issues.
People en Español saw a 17% decline in ad pages in February on
the heels of a 16% decline in ad pages for its combined December/January
issue. [See Table 1.]Selecciones’ 62% increase in ad pages in
February follows an 80% increase in January. Year-to-date (January
and February)
Selecciones has
garnered 39 ad pages compared to 23 over the same period last year
(+70%). Estimated ad dollars have grown to $676,600 this year from
$448,800 last year (+51%). One factor behind the increase is
increased pharmaceutical company and automotive advertising.
Advertisers that were active in January-February of this year but
not last year included: Advair Diskus (GlaxoSmithKline ), “American
Family” (PBS), Bounty (P&G), Clairol, Honda (Accord Sedan, CR-V),
Hyundai Sonata, Nissan Altima, Toyota Camry, and Viagra (Pfizer).
Overall among all
measured titles, the top brand in February was Ford Motor Company’s
Minority Supplier Development program with 7 total pages and
$132,665 estimated dollars spent in Hispanic, Hispanic
Business, and People in Español (see Table 2). Other top
brands included Clairol “Hydrience” ($91,400), Ford Explorer
($85,785), Honda CR-V ($75,663) and L'Oreal "Excellence Crème"
($74,000). Ads for “American Family” which premiered on PBS in
January also made the top 10 with an estimated $57,500 spent. Ads
for the program appeared in Latina, People en Español,
and Selecciones.
Table 2
Top 10
Advertised Brands for February, 2002
Hispanic Market Magazines
|
|
#
|
Brand/Product
Name
|
Brand
Parent/Owner
|
Ad Pages
|
Est.
Dollars1
|
|
1
|
Ford Motor
Company - Minority Dealer Operations/Minority Supplier
Development
|
Ford Motor
Company
|
7.0
|
$132,665
|
|
2
|
Clairol "Hydrience"
|
Clairol,
Inc.
|
4.0
|
$91,400
|
|
3
|
Ford
Explorer 2002
|
Ford Motor
Company
|
6.0
|
$85,785
|
|
4
|
Honda CR-V
|
American
Honda Motor Co., Inc.
|
4.0
|
$75,663
|
|
5
|
L'Oreal "Excellence
Crème"
|
L'Oreal
USA, Inc.
|
4.0
|
$74,000
|
|
6
|
Kool
|
Brown &
Williamson Tobacco Company
|
4.0
|
$71,600
|
|
7
|
Columbia
House "Club Musica Latina"
|
Colombia
House
|
4.0
|
$71,000
|
|
8
|
Crest "Dual
Action Whitening"
|
The Procter
& Gamble Company
|
5.0
|
$65,020
|
|
9
|
Colgate "2
in 1 Icy Blast Whitening"
|
Colgate-Palmolive
Company
|
3.3
|
$64,250
|
|
10
|
American
Family on PBS
|
Public
Broadcasting System
|
3.0
|
$57,500
|
|
1
Estimated
dollars based on rate cards from magazine publishers and/or
S.R.D.S.
Source: HispanicMagazineMonitor (http://www.HispanicMagazineMonitor.com)
© Media Economics Group, 2002
|
Breaking out
advertisers at the company level, Ford Motor Company leads
the list ($374,980), having spent more than twice the amount of
number two, L’Oreal USA, Inc. ($142,378). In addition to its
Minority Supplier Development Program, Ford also ran ads for the
Explorer, F-150 SuperCrew, and Mustang GT. [See Table 3.]
Ford is joined on
the top ten advertiser list by two other car companies: Nissan North
America which spent $137,852 and American Honda Motor Co. $93,183.
Altogether, these three auto manufacturers ran an estimated $606,015
worth of ads in February or 51% of the total spent by the 10 largest
advertisers. Other active auto advertisers in February included
Hyundai Motor America (#20 with $30,400), Land Rover North America
(#42 with $16,785), DaimlerChrysler Corporation (#51 with $14,795),
and General Motors (#53 with $14,795).
Table 3
Top 10 Advertisers (Company-level)
for February, 2002
Hispanic Market Magazines
|
|
#
|
Brand
Parent/Owner
|
Ad Pages
|
Est.
Dollars1
|
Brands/Products
Advertised
|
|
1
|
Ford Motor
Company
|
22.3
|
$374,980
|
Explorer,
F-150 SuperCrew; Mustang GT; Minority Supplier Dev. Programs
|
|
2
|
L'Oreal
USA, Inc.
|
8.3
|
$142,378
|
Lancome
Paris (various); L’Oreal “Excellence Crème”; Feria
“Multi-faceted Shimmering Color”; Matrix "Redlights Color
Highlighting System"
|
|
3
|
Nissan
North America, Inc.
|
8.0
|
$137,852
|
Infiniti
I-35; Altima 2002; Xterra 2002
|
|
4
|
Clairol,
Inc.
|
5.0
|
$104,900
|
Clairol "Hydrience";
Clairol Herbal Essence "Intensive Blends"
|
|
5
|
American
Honda Motor Co., Inc.
|
5.0
|
$93,183
|
Accord
Sedan; Honda CR-V
|
|
6
|
Colgate-Palmolive
Company
|
4.3
|
$80,880
|
Colgate "2
in 1 Icy Blast Whitening"; Colgate-Palmolive – Recruitment
|
|
7
|
Brown &
Williamson Tobacco Company
|
4.0
|
$71,600
|
Kool
|
|
8
|
Colombia
House
|
4.0
|
$71,000
|
Columbia
House "Club Musica Latina"
|
|
9
|
CIBA Vision
|
2.7
|
$56,827
|
FreshLook
Color Contacts
|
|
10
|
Laboratoires Garnier
|
2.0
|
$54,000
|
Garnier
“Lumia”
|
|
1
Estimated
dollars based on rate cards from magazine publishers and/or
S.R.D.S.
Source: HispanicMagazineMonitor (http://www.HispanicMagazineMonitor.com)
© Media Economics Group, 2002
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