Hispanic magazines lose advertising

Hispanic Magazine Ad Pages Down 17 Percent Through February
Report: Some of the largest titles hit hardest; more magazines to fold.
By Jason Fell, Folio Magazine, 03/23/2009

Hispanic magazines have been hit just as hard as the rest of the U.S. consumer magazine industry during the recession, according to a new report from advertising research company Media Economics Group.

According to the report, ad page declines at Hispanic magazines were significantly steeper through the first two months of 2009 (-17.2 percent) than they were in 2008 (-11.8 percent). Estimated revenue through February was down 20.9 percent, compared with a gain of 1.9 percent last year.

“Right now, every magazine is hurting, from the largest to the smallest,” Media Economics Group president Carlos Pelay told FOLIO:.

Some of the largest Hispanic magazines reported severe declines in first quarter ad pages numbers. The sharpest came from Meredith’s Siempre Mujer, which reported pages were down 39.8 percent for the period. People en Español (-24.8 percent), Latina (-27.6), RDA’s Selecciones (-13.9) and Cosmopolitan en Español (-7.4) also reported declines.

As a result of the economic crunch, a number of Hispanic titles—including AMI’s Mira!, Impremedia’s Vista and Meredith’s Ser Padres—have made strategic changes, such as reducing rate bases and frequencies. Meanwhile, titles like People en Español and Siempre Mujer raised rate bases in 2009.

“I think we will see some additional magazines fold—especially smaller, marginal titles,” Pelay said. “I think those with a niche or more targeted audience are more vulnerable than larger titles with a broader audience.”

Some Hispanic titles that folded or suspended publication since last year include: ESPN Deportes-La Revista, Sports Illustrated Latino and Tu Ciudad Los Angeles.

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