COMPANY OVERVIEW About Us and What We Do HISPANIC OVERVIEW Growth and Opportunity ORLANDO HISPANICS Why Orlando Hispanics As your media partner, we are dedicated to your success MARKET LEADER Reach, Impact and Audience in reaching your goals and delivering your KPIs. We have the resources and the scale to reach the valuable PRINT SOLUTIONS OS, High Impact and Inserts Hispanic audience – anyone, anytime, anywhere. EL SENTINEL Print, Digital and Distribution DIGITAL SOLUTIONS OS.com, Extended Reach and Services CONTENT MARKETING Options, Impact and Samples NICHE MARKETING Sites, Events and Audiences 2 POSITIONED TO MEET CONSUMER & ADVERTISER NEEDS Our Pulitzer Prize-winning brands inform, protect, inspire and engage audiences with 10.1M readers weekly. 2 out of the top 3 DMA’s We create and distribute content connecting consumers and businesses. We develop and execute & comprehensive marketing programs. 4 ° The variety and depth of our media capabilities enables us to develop more strategic solutions to maximize your investment. 5 We work with clients to fully understand how they define success with their marketing objectives and then determine tactics, partners, key performance indicators, timelines, and deliverables so that we can generate real results. & & & Research and interpret key findings and Leverage insights to build innovative and Highly trained team of local experts consistently look for additional opportunity based on strategic campaigns based on your measures, analyzes and optimizes campaigns research, industry knowledge and objectives which are executed with based on performance and needs to meet your particular goals. care by our highly trained staff. KPIs and increase ROI. & & & & PRIZM GOALS TIED WEBSITE SEGMENTING TO INSIGHTS ANALYTICS CUSTOM INSIGHTS CUSTOM TARGET TIED TO DASHBOARDS GROUPS TACTICS DATA SOURCES TALENT & EXPERTISE MANAGEMENT TOOLS PRIZM Lifestyle Segmentation, Strategy, Targeting, Timing, Frequency, Google Analytics, Google Active View, Claritas, Scarborough, MediaRadar, Media Placement, Messaging, Creative, Dashboards, ComScore, A/B Testing, Borrell, MRI & Primary Research Studies Distribution Channels, KPIs, etc. Competitive Performance, etc. 7 A GROWING, VALUABLE AUDIENCE 8 RAPID GROWTH YOUNGER AUDIENCE LIVING LONGER & Hispanics are projected to grow nearly Hispanic median age vs. Hispanic life expectancy vs. 7x faster than non-Hispanics 2020-2025 42 for non-Hispanic Whites 79 for non-Hispanic Whites Hispanics attaining a Bachelor’s Degree or projected increase of Hispanics enrolling in degree of Hispanic HS graduates enrolled directly into higher is projected to grow by 12% 2020-2025. institutions 2015-2026 vs.1% for non-Hispanic Whites college, up from 58% between 2003-2005 MONEY TO SPEND MORE AFFLUENT FUTURE SPENDING POWER faster increase in Hispanic aggregate Hispanic median HHI is projected to grow Hispanics have 55 years of effective buying HHI vs. non-Hispanic growth 21% faster than non-Hispanics 2020-2025 power vs. 37 for non-Hispanic Whites With better education, more income and rapid growth, Hispanics will continue to be a key economic driver well into the future. 9 live in multi-generational speak Spanish agree that it’s important to them that their households – 169 Index at home children continue their family’s cultural traditions With more than 1 in 4 Hispanics living in multi-generational households, the younger generations have much influence on older Hispanics. In fact, those 50 and older have become particularly tech feel more favorable savvy, as they over-index non-Hispanic Whites by 36%, about a brand that agreeing they like to have a lot of electronic gadgets and by aims to be culturally relevant 28% for agreeing they often discuss their knowledge of technology or electronic products with others. Note: Print readership includes Orlando and Tampa DMAs. ∙ ∙ Because they are younger, Hispanics adopted Shopped online in the past 6 months technology at a younger age. The median age vs. 75% of non-Hispanics (116 index). of local Hispanic adults is 43.8, while the Hispanics are 18% more likely to buy median age of non-Hispanics is 52.6. online than non-Hispanics. Hispanic consumers spend nearly 10.5 50% of Hispanic millennials said they hours per week using the Internet on their had talked about a brand online with smartphones, compared with the overall others or used a brand’s hashtag, average of 8.4 hours. compared to 17% of non-Hispanics. 68% spend one or more hours per day on of U.S. Hispanics agree that search is a social networking sites (compared with 46% great way to gather information on of non-Hispanics), and 30% spend three or products and services they’re considering more hours per day (1.5 times that of non- purchasing, and 78% agree it’s a great Hispanics at 20%). way to actually buy products. 11 Talk with friends/family about positive experiences they’ve had with brands Talk with friends/family about negative experiences they’ve had with brands Feel that advertising is Make purchase decisions Expect advertising to worth their time based on advertising be entertaining Expect advertising to be entertaining Hispanics tend to have more positive attitudes toward advertising than the average U.S. consumer. These trends are primarily driven by less-acculturated Hispanics. As Hispanics become more acculturated, their attitudes on advertising align more closely with those of the general population. Less-acculturated Hispanics are fertile ground if reached with the right message. Prefer to use the same brands their family friends use 12 WHY ORLANDO HISPANICS 13 TH Orlando is a large, educated and tech- friendly market. TH Growing twice as fast as the national average, Orlando is an appealing market full of opportunity. Orlando DMA OS Primary Market Orlando CBSA Orlando Hispanics are younger and more educated than the average U.S. and Florida Hispanic. Puerto Rican US 10%, FL 22% Most local Hispanics are of Puerto Mexican Rican descent, which differs from the US 62%, FL 15% majority of Hispanics in the U.S. Cuban (Mexican) and the dominant Hispanic US 4%, FL 26% group in Florida (Cuban). Other US 25%, FL 37% 15 BUILDING AUDIENCES FOR OUR ADVERTISERS READERS WEEKLY The Orlando Sentinel reaches more adults weekly than any other local newspaper and/or news site. Reaching more than the local readers weekly than the: Note: Print readership includes Orlando and Tampa DMAs. ∙ ∙ ∙ Ad information. based on 2019 totals. 18 NEWSPAPER, HIGH IMPACT, SPECIAL SECTIONS & INSERTS Note: Print readership includes Orlando and Tampa DMAs and includes E-newspaper. 20 21 MONTH/SECTION PUB DATE DEPARTMENT TYPE MONTH/SECTIOND PUB DATE DEPARTMENT TYPE January July NY Times Living Well January 10 Edit Tab Healthy Eating July 11 Edit Tab February August Relationships February 14 Edit Tab 36 Hours August 8 Edit Tab Explore Florida February 14 Adv/Edit Online Magazine September Summer Camp Guide I February 21 Adv Tab NFL Preview September 5 Edit Broadsheet March Top Workplaces Late Sept. or Early Oct. Edit Tab Summer Camp Guide II March 21 Adv Tab October MLB Preview March 28 Edit Tab Life Skills October 10 Edit Tab Prime Online Late Mar. or Early Apr. Adv Tab Explore Florida October 17 Adv/Edit Online Magazine April Medicare Guide October 24 Edit Broadsheet Camping & Outdoor Recreation April 18 Edit Tab Prime Online Late Oct. or Early Nov. Adv Tab Summer Camp Guide III April 25 Adv Tab November May Explore Florida May 9 Adv/Edit Online Magazine Holiday Gift Guide November 21 Edit Tab Summer BBQ & Entertaining May 16 Edit Tab December Hurricane Guide May 30/El Sentinel May 29 Edit Tab Big Book of Ads December 5 Adv Tab June Year in Photos December 19 Edit Tab Pets June 13 Edit Tab Dates Subject to Change insert zones Thursdays – 110,200 copies Thursdays – 365,000 copies Thursdays – 235,000 copies Sundays – 143,000 copies Saturdays – 146,000 copies zip options Second Largest Circulation Day Non-Subs Key Advertiser ZIPs Opt-in HHs Hispanic Targeted 23 PRINT, ONLINE & INSERTS 24 & 26 Get results with El Sentinel, your solution for reaching Central Florida Hispanics. El Sentinel, the largest Hispanic newspaper in Central Florida, is an established, weekly Spanish language broadsheet newspaper in its 19th year of publication. This section covers community and This is where readers can find the latest on From local little league baseball and soccer, local news stories, consumer articles, concerts, music, travel, movies, fashion and to the Orlando Magic, everything is covered. immigration questions, health, national food. It also includes celebrity profiles and Business content and a weekly auto column and international news. movie and restaurant reviews. are also featured within this section. 27 Serving the interests, needs and lifestyle of the local community like no other newspaper in the area, El Sentinel distributes in Orange, Seminole, Osceola, Lake & Volusia counties. Lake Distribution = 4,165 Orange Distribution = 72,053 Osceola Distribution = 51,161 Seminole Distribution = 15,708 Volusia Distribution = 2,726 • Greater distribution & readership • Younger, better educated, more tech savvy • The only Spanish language newspaper in Central Florida with crosswords, comics and movie listings • Features a more comprehensive calendar of upcoming Hispanic community and entertainment events • Strong national advertiser presence Frequency Weekly - Saturday Weekly - Thursday Orange, Osceola, Lake, Orange, Osceola, Lake, Coverage Volusia & Seminole counties Volusia & Seminole counties the distribution Format