June 30, 2006
By Doreen Hemlock
Forget trying to reach U.S. Hispanics by translating an ad into Spanish.
To market to the nation's largest minority takes a sophisticated approach nowadays -- one that might use English, Spanish or a mix of both. It also ideally combines print, radio, TV, Internet, and customizes the message for Latinos, perhaps with an emotional appeal to family.
Those were among tips Thursday at the Hispanic Magazine Summit, a daylong conference in Miami Beach sponsored by the Magazine Publishers of America that focused on ways to boost advertising in the growing roster of magazines catering to the country's 45 million Hispanics.
"The issue is content and culture, not necessarily language," said Manny Fernandez, multicultural and specialty marketing director at retailer J.C. Penney Co. Inc. of Plano, Texas.
Panelists emphasized the importance of detailed, scientific research to know consumers and to document the reach of magazines, TV and other media for advertisers.
The latest studies show advertisers rely too heavily on Spanish-language TV to reach Latinos, giving too little attention to the hundreds of Hispanic magazines now available from Fox Sports En Español to Hispanic Business. Big advertisers spend perhaps 4 percent to 6 percent of their Hispanic budgets on Latino magazines, compared with 17 percent spent on magazines for mainstream audiences, said Wayne Eadie, senior vice president of research for the New York-based magazine publishers group.
Many big advertisers also limit Hispanic ads to traditional Latino strongholds such as Miami, overlooking the rapid growth of Hispanics in areas such as the Carolinas or Arkansas, said Kim Casiano, president of Puerto Rico-based publisher Casiano Communications Inc. and a board member at Ford Motor Co. of Dearborn, Mich.
"We need to break through stereotypes," said Casiano, noting too few corporations recognize the rising economic weight of U.S. minorities. In 48 of the top 100 U.S. cities, minorities are the majority, and Hispanic and African-American markets combined are bigger than those of all but the nine largest countries in the world, she said.
Source: South Florida Sun-Sentinel