FOR ADVERTISING, PR AND Year 5 | Number 24 PUBLISHING PROFESSIONALS R PortadaT RACKING THE E XPANSION OF H ISPANIC P RINT AND D IGITAL M EDIA February / SPANISH-LANGUAGE March 2007 WEBSITES EXPLODE! The proliferation of Spanish-lan- Those that are already present are step- guage websites is hitting home with ping-up site features, while those that PORTADA-ONLINE everyone involved in online media and have been English-language only are in the corporate marketing world. making moves to get their websites Check out daily updates at Media properties need to get enough adapted for the Hispanic market. content online to draw readers, while Tortillas Guerrero - Mission Foods' www.portada-online.com advertisers need to reach Hispanics via Hispanic brand, its English brand online media. “The Spanish-dominant being Mission Tortillas – just launched portion of the Internet is growing the a Spanish-language website in January. PORTADA´S SUPPLEMENT ON most and we recognize the value of the Camelot is Mission Foods’ agency. R DIRECT MARKETING TO HISPANICS online component,” says Jim Lucero, Another company looking to deve- head of multicultural marketing at San lop their Spanish-language presence > In-Store Signage: Packing Antonio -based advertising agency online is Vermont Teddy Bear Factory. the Aisles Camelot Communications. Tom Funk, E-Commerce Manager for (page 37) Every day, we see more Spanish- language websites getting into the mix. (continued on page 10) > Offer Analysis: Bilingual Baby Books (page 39) > New Hispanic Lists (page 40) Retail Advertising Boxed Out: Retailers Under-Invest 15 Latest National Advertising Campaigns Targeting Hispanics in Hispanic Media Retail is the bread and butter for the supermarket/drug store and retail 20 Hispanic Yellow Page Publishers the print and digital media industries store circulars, provides those Build National Franchises in a Red and Hispanic media executives are Hispanic households with a shop- Hot Market increasingly aware of the important ping mall of sales opportunity,” says role they can play in connecting retai- Rudy Zaccagno, Hispanic Publications lers with Hispanics, the fastest growing Director at Hora Hispana/Viva New 24 Southwest Market Profile: demographic in the U.S. York. Both publications are published Publishers and Advertisers Fight Both Viva New York (English, by the New York Daily News. for the Lone Star State Daily News full run, monthly) and Examples of retailers adapting their Hora Hispana (Spanish, circ. 250,000, store formats and launching Hispanic- weekly) are geared for retail adverti- specific marketing campaigns abound: 30 Men's Magazines: sing. Hora Hispana, which includes all More than Machismo (continued on page 16) 1 Rumbo mandan lunes o martes PORTADA-ONLINE (www.portada-online.com) Get the latest news on the expansion of print and digital media in the Hispanic market by checking out our website and subscribing to our targeted print and digital media e-newsletters. News and Trends Direct To Gives Pharmaceutical Advertisers a Venue irect To, which publishes medical Nittoli on board as Editor in Chief of ailing loved ones seeking help,” said counseling guides, recently signed a Direct To.” Hispanic Works President William Ortiz. D deal with Elsevier Publishing Co. As part of the program, the advertiser The Pharmaceutical Manufacturers and to begin selling a polybag product to the gets a cover wrap around the Elsevier publi- Researchers Asociation (PhRMA) has also pharmaceutical industry, which is then sent cation and a couple of ads within the maga- sought to reach out to the Latino commu- to Elsevier subscribers, predominantly doc- zine. Once the campaign is complete, Direct nity by enlisting Mayte Prida, a former tors and healthcare providers. Elsevier is the To subsidizes an audit of the magazine to Univision news anchor and cancer survivor, foremost publisher of medical journals, with determine readership statistics, response to be their spokesperson. Ms. Prida is over 1,400 titles in its portfolio. rates, etc. currently doing television and radio spots Under the deal, Direct To sells 1,000- The company has signed deals with on Univision and Telemundo, as well as copy bundles to pharmaceutical companies Novo Nordisc and Unilever, and is in talks print ads promoting the PPA (Partnership wishing to advertise to healthcare professio- with Campbell Soup. for Prescription Assistance) program, which nal. The bundles are then distributed to offers reduced-price or free medication 1,000 of these healthcare professionals. The ...AND PHARMACEUTICAL to low-income families. “It's been a real advertiser pays a price of $49.00 per subs- COMPANIES BROADEN HISPANIC blessing for me. Just getting to see the criber reached, or about $49,000 per pro- OUTREACH people and how grateful they are is really gram. The copy of Direct To is bundled Seeking to strengthen ties with the inspiring,” said Ms. Prida, who has also with whichever Elsevier publication is best Hispanic community, pharmaceutical com- been traveling around the country to the suited to the healthcare professional's area panies are stepping up their Hispanic outre- major Hispanic markets to promote of expertise. ach efforts. PhRMA's outreach efforts. Direct To is expanding into the HispanicWorks, a New York-based Hispanic market with a bilingual product agency, has been managing Spanish-langua- called Dirija Al, which is a translation of ge collateral and website content for two ANTI-GRAVITY TRICK: FIGHTING the medical content offered in Direct To. drugs, Ortho Evra, the birth control patch, FALLING CIRCULATION The mix of English-only to bilingual copies and Topamax, the anti-migraine drug. “It's It's no secret that paid circulation is determined by the advertiser. great because it really is an empowering tool publications have been weathering some “It's really quite exciting, because this is to be able to access this information in tough times recently, stemming from falling a product that the Hispanic market really Spanish. Given that Latinos are more likely circulation rates and decreasing advertiser needs, and we're happy to satisfy that to self-medicate than to go to a doctor, this investment. In the general market, paid demand,” says Direct To publisher Nicholas information can be very helpful for con- circulation for dailies contracted 2.8%. in Minicucci. “We're also pleased to have John cerned family members trying to aid their 2005. Even Hispanic newspapers, which 3 News and Trends R PUBLISHER had been the crutches of a hobbled to 83,178. Marcos Baer industry, have begun to give way under the However, a significant and positive EDITOR enormous pressure of meeting both adverti- exception of the paid circulation crowd Alex Andrews ser and consumer demands. seems to be NYC's own El Diario La In the past year, some papers have deci- Prensa (Impremedia, Daily, Spanish, CORRESPONDENTS ded to transition to free circulation, like 53,090) which, despite its paid circulation Carrie Barnes Hoy in NYC (Tribune, Daily, Spanish, model, posted significant gains in both cir- (USA - Los Angeles) Heather Norgaard 60,000) and El Nuevo Día Orlando (Grupo culation and readership. According to the (USA - St. Louis) Ferre Rangel, Daily, Spanish/Eng, 25,000). audit report, the paper's daily circulation Ana Lydia Valdes Others have maintained their paid circula- jumped 5.8% to 53,090, and its weekend (Mexico) tion model and seemingly paid the price: numbers grew 8.4% to 36,712 copies. Its Ivonne Ramírez (Argentina) According to Audit Bureau of Circulation readership surged 25% over last year's figu- Angela Sandoval (ABC), LA's La Opinión (Impremedia, res, clocking in at 266,000 daily readers, (Spain) Los Angeles) daily circulation slipped 2.5 according to Scarborough. % to 121,572 copies daily, and Miami's Publisher and CEO Rossana Rosado SALES AND MARKETING El Nuevo Herald's circulation fell 2.8% attributed the growth to a number of deve- Annette Fielman (516) 396-0179 Nicolás Miranda RESEARCH Agustin Wydler FOCUS ON: GOLDMAN SACHS' HISPANIC STRATEGY Tomas Wydler DESIGN A Q&A with Latin Force CEO David J. Pérez on his newly www.dafnedesign.com.ar forged partnership with Goldman Sachs, for whom Audit by he will help identify and assess potential acquisition opportunities in the Hispanic marketing services sector. Copyright: Portada®2007 Q: How did this partnership come about? that will continue to develop for the No part of Portada® may be copied, reproduced A: Well there are really three things that foreseeable future, and they look for- or broadcast in any form without prior permission. attracted me to Goldman Sachs: First, ward to being a part of that growth. Comments by sources cited in Portada® have been directly obtained from them, unless its is I've known them for a number of years, explicitly noted otherwise. Portada® is not so there is a good relationship there. Q: What other criteria must properties affiliated with any other publication, media Second, they're very savvy investors of interest meet, other than the $5 group, advertising agency or any other institution. Portada® is published by Contenido LLC in New with a proven track record of success million minimum revenue requirement, York City. Portada® publishes a weekly e-newslet- and a long view of the Hispanic market. to be considered for acquisition? ter, a bimonthly print issue (except for the summer And finally, they have all of the financial A: We're looking for strong verticals of months, 5 times a year) that is direct mailed to subscribers and, daily, the website www.portada- backing one could ever want to help PR, Advertising, Creative, Research, online.com. A one year subscription of Portada® build and develop these companies to and Digital services. Another crucial in PDF format costs US $189, including access to their fullest potentials. factor is that the companies have strong the Portada® website, (www.portada-online.com) management and leadership.