Business information written specifically for newspaper advertising departments

Reaching the Hispanic Audience

Look for ways you can reach your Hispanic audience, and gain more revenue through untapped channels.

Last week we explored the growing Latino demographic in the U.S. Market research shows that this demographic is more apt to read newspapers and, in fact, that Spanish-language newspapers are faring better in this economy than their English-language counterparts. Because of that, it might behoove you to focus on the Hispanic population in your area and create specialty products and advertising directly targeted to Hispanics — which will help you to gain more revenue.

Types of Publications

Of course a Spanish-language publication, be it in a newspaper or a magazine, is an obvious choice. As last week’s article proved, weeklies are better options than dailies — but either can be profitable. You could even include a Spanish-language section in your paper or website, however, research shows that dedicated products fare better. Be creative; look beyond delivering news and consider what other products you currently offer. Do you have a classified book for automotive or real estate? Create separate, dedicated Spanish-language versions and place these in international grocery stores.

Marketing

Recently, AdWeek created a special section dedicated to marketing to Hispanics. In “Are You Winning with Hispanics?” they state “Hispanics already make up at least 20 percent of your clients’ consumer base, and that will likely increase through 2020.” They offered these three principles to ensure your advertisers’ marketing success:

1. Think Hispanic in every planning stage:

The bottom line is that in order to truly maximize your media budgets, you have to include Spanish-language media in your media mix for your brands to reach all your American consumers.”

AdWeek encouraged using Spanish-language media in marketing efforts (which you should mention when securing advertising in your new Spanish-language product). They stated “you can also use Spanish-language media as a reach optimizer, with its large, unduplicated audiences. The bottom line is that in order to truly maximize your media budgets, you have to include Spanish-language media in your media mix for your brands to reach all your American consumers.”

2. Reach them “in culture”:

“Nielsen ad effectiveness research shows that, through communicating in-language and within a culturally relevant environment, ads realized significantly higher recall and likeability,” AdWeek reported. So what does this mean? Your advertisers will have better results reaching their Hispanic audience in a targeted environment. Does this mean their ads need to be in Spanish? Think again… Numerous studies show that bilingual advertising can be just as effective, if not more so. Also, when writing an advert, veer away from simply translating an ad from English to Spanish. As Don’t Drink the Kool-aid Blog points out, certain ideas, idioms and colloquial expressions do not translate well and may send a different message entirely.

3. Understand acculturation:

Latinos across the U.S., even those who consider themselves primarily English-speaking, have a deep commitment and connection to their heritage.”

As the Hispanic population is becoming increasingly U.S.-born and assimilating to the U.S. culture, advertisers often see this merely as English proficiency — meaning, there is no need to create a separate Hispanic-targeted ad. However, as AdWeek states, “one can be completely fluent in English and still ‘lean Latino’ in values, traditions, and key consumer behaviors like food and entertainment choices. Just remember this: Hispanics seek media options that keep them connected to their home and culture. It is a choice.” Manny Ruiz, CEO of the media company Hispanicize, reinforced this in Mike Hammer’s article “Segment Caliente.”  “Latinos across the U.S., even those who consider themselves primarily English-speaking, have a deep commitment and connection to their heritage,” he stated. However, Hammer encourages a different approach than what U.S. media marketing has taken in the past. “Don’t look for mustachioed Chihuahuas in sombreros,” Hammer states. “Mainstream marketers are looking for sophisticated campaigns addressing a constantly growing and more Americanized Hispanic audience and treating them as tastemakers rather than anomalies.”

The Latino marketplace has been underserved and is wide open for marketers and advertisers. “The Hispanic market segment share is a strong indicator that there is a vast opportunity for intelligent companies looking to engage a mass, savvy and hungry audience for several product categories,” Ruiz said. “The consumer packaged goods industry spends the most to market to Hispanics. But health care, tech, and financial services are very underserved.”

Click here for an infographic on the Hispanic Demographic:
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