Connecting with Hispanic Magazine Readers Defining the Role of Magazines in the Hispanic Marketplace

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Connecting with Hispanic Magazine
ReadersDefining the Role of Magazines in the
Hispanic Marketplace
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The Hispanic Market
42.4 Million Strong and Growing projected to
reach 49.4 million. One in six by 2010102.6
million or One in four by 2050 Responsible for
half of the total American population increase
since Census 2000 736 Billion in Spending
Power projected to reach more than 1 Trillion
by 2010
.
Source U.S. Census Third Quarter 2005 Selig
Center
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What We Learned

• Hispanics read magazines at similar levels to the
  general market
• Hispanics passion is evident in their rich and
  emotional engagement with magazines
• More evident in many respects than the general
  market
• Hispanics relationship with magazines differs
  from that with other media
• More trusting of advertising in magazines.
• Magazines lead in providing useful information
• Magazines excel in educating

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• Hispanic magazines
• Are an educational tool
• Are a social occasion - and Hispanics read them
  everywhere
• Touch Hispanics on a deeper level
• Make a stronger connection versus other media
• Provide a trusted environment

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How We Got There

• 901 Hispanic telephone interviews with magazine
  and non-magazine readers
• Magazine reader defined as someone who read at
  least two magazines in the past six months
• Interviews conducted in language of choice
• Hispanic magazines defined as magazines either in
  English or Spanish targeted towards Hispanics
• Conducted by Synovate Research
• 250 General Market (non-hispanic) respondents
  for comparison
• Questionnaire length 20 minutes
• Start of Field June 16, 2006

.
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Magazine Language Preference

• Only 16 of Hispanics prefer to read both English
  and Spanish magazines. There is a clear dichotomy
  with language dominance being the main driver of
  magazine language.

Preferred Language for Reading Magazines
(Magazine Readers)
English
Spanish
Both
Total Hispanics
English Dominant Hispanics (A)
Spanish Dominant Hispanics (B)
Q.S14 In what language do you prefer to read
magazines? Note A/B represents a statistically
significant difference from comparison group at
the 95 confidence level Base Total Respondents
(n901)
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Number of Magazines Read By Age Gender

• Hispanic males read as many magazines as Hispanic
  women.
• Older Hispanics tend to read a larger number of
  magazines than younger Hispanics.

Number of Magazines Read in Last 6 Months
35-49
50
Male
18-34
Female
(B)
(A)
(C)
(D)
(E)
Gender
Age
Q.S20 Number of different magazines either in
English or Spanish read/ looked into in or
outside of home in the last 6 months Note A/B/C/D
/E represents a statistically significant
difference from comparison group at the 95
confidence level Base Base Hispanics (n901)
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Magazines Reading By Gender, Age Acculturation
Read
Hispanic
MRI GM
Adults 85 84 Males 83 81 Females
86 87 Age 18-34 91 88 Age 35-54 86 85 Age
55 80 79
Adults 85 83 86 90
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Hispanics Passion for Magazines A Learning
Medium
Who Agree Strongly/Somewhat With Following
Statements About Their Favorite Magazine
Teaches Me New Things
GM General Market
10
A Personal Medium
Who Agree Strongly/Somewhat With Following
Statements About Their Favorite Magazine
Its My Time Out
GM General Market
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Heres How It Differs By Acculturation Segment
Who Agree Strongly/Somewhat With Following
Statements About Their Favorite Magazine
Hispanic
Total
HD
USD
BI-C
Teaches Me New Things
GM
I use this magazine to learn how to make things
42
60
79
68
43
Gets me to try new things
56
66
80
72
68
Shows me how to do things the right way
75
66
44
61
63
I really like the tips in this magazine
80
66
82
89
83
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Heres How It Differs By Acculturation Segment
Who Agree Strongly/Somewhat With Following
Statements About Their Favorite Magazine
Hispanic
Total
GM
HD
Its My Time Out
USD
BI-C
43
58
65
63
68
Its an escape
80
78
84
91
87
My goal is to relax with the magazine
93
84
75
93
90
It is quiet time
67
75
I like to kick back wind down with a magazine
78
75
74
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MagazinesA Social Connection
Who Agree Strongly/Somewhat With Following
Statements About Their Favorite Magazine

GM General Market
14
Magazines Evoke Rich Emotions
Who Agree Strongly/Somewhat With Following
Statements About Their Favorite Magazine
GM General Market
15
A Medium of Heritage and Pride
Of Hispanics Who Agree Strongly/Somewhat With
Following Statements About Hispanic Magazines
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An Emotional Connect Reading Magazines Everywhere
GM General Market
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Magazines Are A Preferred Source Of Entertainment
And Information
Top 2 Box Of Hispanics Who Very Much Associate
Following Statements With Each Media
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Trusted More Than Other Media
Top 2 Box Of Hispanics Who Very Much Associate
Following Statements With Each Media
19
Magazine Ads A Shopping Media
Who Agree Strongly/Somewhat With Following
Statements About Advertising
GM General Market
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Using Hispanic Magazines to Connect
Opportunities for Advertisers
Who Agree Strongly/Somewhat With Following
Statements
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Summary Magazines Play a Unique and Valuable
Role

• Different from general market and other media
• Generate rich and powerful emotions
• Education
• Personal Time Out
• Social Connection
• Aspirational
• Cultural Relevance
• Role carries over to advertising, creating
  opportunities for retail placement and partner
  programs

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Hispanic Magazine Coalition Members
www.magazine.org/hispanicmagcoalition