EPMG360 ‘Hispanic Print Overview’ Shows Healthy Trends For Spanish-language Dailies, Weeklies

SAN DIEGO – February 27, 2014 – EPMG today has released a comprehensive state of the industry report–“Hispanic Print Overview 2014”–produced by The Adam R Jacobson Editorial Services and Research Consultancy.

Offering a detailed review of Hispanic newspapers in the U.S., this report is available exclusively from EPMG via its blog:


Inside this white paper:

  • Apples and Oranges: General market print vs. Hispanic print
  • Inside the Hispanic print media consumer
  • Hispanic print reader and English-language daily consumption
  • Spanish-language newspaper consumption in the top DMAs
  • Exclusive data from the EPMG/Nielsen Hispanic Intercept Study


Among the study’s key findings:

• Total market print revenue has slid from a peak of $49.4 million in 2005 to $22.3

million in 2012; online dollars now comprise 15% of total revenue


• Growth in online ad revenue has occurred slowly, and has failed to

effectively replace the severe decline in overall print advertising revenue, which

is now just 45% of what it was in 2006. For 2012 the ratio was roughly 15

print dollars lost for every digital dollar gained—worse than the 10:1 ratio

seen in 2011


• More than 75% of overall print classified revenue has been lost since 2000 and is

now below $5 billion, from nearly $20 billion in 2000


• Paid obituaries and legal notices are the lone print advertising categories

that have retained their strength between 2000 and 2012. Automotive,

real estate, and employer recruitment classified ad revenue have

moderated their free fall, but without any sign of a recovery


While these figures are rather bleak, Hispanic print media is downright thriving.  The 47 Hispanic newspapers measured by Kantar Media enjoyed a 1.4% increase in year-over-year measured ad spending during the period.

“Newspapers are the red-headed stepchild of the media world,” says Jacobson, who as a journalist has written for Vista magazine and the Miami Herald. “Total-market newspapers including The New York Times are having a very hard time balancing quality, relevant journalism with advertising declines, rising subscription costs and a plethora of alternative news sources. Hispanic newspapers, however, are quite healthy and in some markets thriving thanks to their unique ability to deliver both news and marketing messages not found in other media. Spanish-language and bilingual newspapers are the print media’s shining stars, and marketing executives must be made fully aware of the ROI potential from the use of Hispanic print media to truly achieve brand growth and increased sales.”


For more details and to download this report, please visit www.epmg360.com.

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