Publishing in the Hispanic Market
By Bill Mickey
According to the U.S. Census Bureau , Hispanics are the largest minority group in the country with an estimated population of 40 million. Their buying power will reach $1 trillion by 2007 and will account for 11 percent of the country’s total purchasing power in 2010, according to research firm HispanTelligence. It’s a huge opportunity for magazine publishers, and has been for some time now.
Defining Your Market
�When you look at the marketplace, you see 40 million Hispanics,� says Gaviria, who begins to break down her target market. �You take away the men and the babies and look at women 18-49 who have a median income of $25,000 and above and at least a seventh-grade education, you�re left with 9-10 million.� Gaviria says that Meredith further parsed that number to 5 million women for whom Spanish is the preferred or dominant language. Finding the launch target of 350,000 from that was not easy. Focus groups and a partnership with Home Interiors & Gifts, a home d�cor company that works with Better Homes and Gardens and whose 30,000-strong sales force is 40 percent Hispanic, enabled easy access into the homes of Siempre Mujer�s target Hispanic woman. �Through them we were able to offer subscriptions to a very targeted group of people,� says Gaviria.
Randall Publishing�s 50,000-circ Truckers News En Espa�ol, which has 100 percent distribution through truck stops with a 70 percent pick-up rate, is a Spanish-language version of Truckers News�but it�s not a straight editorial pick-up. Neither, for that matter, is People En Espa�ol. Original content is key, and it should be. As with any new market, some repurposed content may keep edit costs down, but a copycat publication with a new cover will be quickly dismissed. �We still use some translated copy. If it�s an article on a new government regulation it doesn�t really matter that it�s written in English and translated into Spanish,� says Linda Longton, Randall�s VP, editorial. �But we�ve learned that the Hispanic community, as any community, wants to feel like the publication is theirs and understands their lifestyle and business issues.�
Buchholtz-Torres� reference to culture is an important one. While the variety of sub-cultures that make up the Hispanic community�Cuban, Puerto Rican, Mexican, Colombian, to name a few�certainly offer vibrancy, content must still be carefully scrutinized to make sure it appeals to the mix within the market. �That color is what makes us unique,� says Buchholtz-Torres. �But I have to make sure I have it in mind as I�m coming up with ideas because I don�t want to alienate anybody.� That universal appeal picks up from research findings indicating that Siempre Mujer�s audience wants stories covering relationships, incorporating cultural d�cor into their American homes and grappling with adapting to a fast-paced, multitasking culture.
�When publishers say �Wonderful, let�s go after the Hispanic market� they have to realize how they are going to find their readers�not just for themselves but for their advertisers,� says Gaviria, whose magazine debuted with 40 ad pages. Indeed, publishers are going through a process of shared discovery with their advertisers, who are still researching the market themselves. This represents an opportunity for publishers who can claim the role of market expert. The team on Truckers News En Espa�ol, for example, assists in translating 70 percent of the ads that come into the magazine, according to VP and group publisher Robert Lake.