New Study Shows Hispanics Trust Magazines Most
According to the results of Synovate’s research based on 901 telephone interviews with Hispanic magazine readers and non-magazine readers, 43 percent trust magazine advertising while 38 percent trust TV and 25 percent trust the Internet. Likewise, 47 percent trust the information in magazines compared to 37 percent who trust the information they see on the Internet.
The study also concluded that 85 percent of Hispanics read magazines, which parallels the general market. However, according to Wayne Eadie, MPA senior vice president, research, Hispanic magazines only get four percent of total media spending. The general market receives 17 percent. "A few years ago, there were 55 [Hispanic magazine titles], today there’s over 113," says Eadie. "To be honest, we’ve been chipping away at each other for the crumbs rather than building a bigger piece of the pie, which is why this research was conducted."
The Hispanic Magazine Coalition, which includes the National Association of Hispanic Publications, Editorial Televisa, Latina, Meredith Hispanic Ventures AARP Segunda Juventud, Hogar Latino LLC, Muevelo, People en Espanol, and Selecciones, will take the findings on a seven-market tour for the next month to begin closing that media spending gap.