Magazine companies are increasingly shifting their attention to the surging Hispanic community in the U.S. and their impressive buying power. In the last 10 months, Hearst, Conde Nast and Time Inc. have introduced or strengthened English-language magazines and inserts aimed at Latinas, a growing demographic that marketers are eager to reach. Ad spending on Hispanic media climbed 11% to $7.9 billion in 2012, faster than the general market.
But the vast majority of the spending in Hispanic media — $5.8 billion — is flowing to TV. And digital media seems to be siphoning off what’s left for print magazines, where spending last year shrunk 19.5% to $294 million.
But Hispanic magazines looked better by another measure: ad pages in a smaller set of Hispanic magazines, which slipped just 1.4% last year from 2011. Consumer magazines as a whole saw ad pages fall at a much sharper pace, declining 8.2% last year, according to the Publishers Information Bureau.
Whichever set of numbers you go by, however, publishers are determined to improve on them, lately by trying to capture the attention of second- and third-generation Hispanics.