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TUNING IN

A blog dedicated to the world of broadcast and public relations

Thursday, April 10, 2014

Targeting your Message: Evolution in the Hispanic Media Market

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Radio is a great medium through which to target your message to specific audiences. Six of the ten most highly Hispanic-populated markets are in the Top-10 media markets; and 94% of all Hispanics use radio each week, according to a recent report from Nielsen, the leading broadcast measurement company.

There are many shifts and trends in the world of journalism right now. Recent findings from Pew’s State of the News Media 2014 report indicate news consumers’ strong gravitation towards digital journalism and social media, as well as developments in the Hispanic media market.  According to the report, there were 53 million U.S. Hispanics in 2012, accounting for half of the nation’s growth between 2000 and 2012.

Twenty media outlets geared toward the U.S. Hispanic population have launched since 2000. Seven of those are national in nature, and 13 serve “the 10 largest metro-areas by Hispanic population.” Six of these seven national outlets were started by general market companies –meaning companies that also own outlets geared to the U.S. population overall—presumably due to resources. This also includes companies that have partnerships with these larger general market companies and smaller Hispanic-media focus entities. For example, Fusion and MundoFox.

According to Pew’s research, not all of these media outlets geared towards Hispanic consumers have been successful.  CNN Latino, which had online and web components shut down just a year after its launch.  A recent AP article states, “[CNN] is no newcomer to the Spanish-speaking world, for decades reaching Latin America with CNN en Español. But the company said it axed its CNN Latino domestic Spanish-language service after one year because it failed “to fulfill our business expectations.”

NBC Latino, which was a website online outlet, closed 16 months after its launch.  “NBC has since rolled its Latino content into a page within its broader revamped news site, albeit with fewer reporters but wider distribution,” according to AP.

Pew states that Univision “remains the largest national Hispanic owned media company in the U.S.”  It was launched in 1962. Fox News Latino (online), HuffPost Latino Voices (online), Noticias MundoFox (television) and Fusion (television) which were launched in 2010, 2011, 2012 and 2013, respectively, are still standing.

According to AP, there’s also the long-running NPR program, Latino USA, which is in its 20th year. Also, feeding into the digital trend, there’s the popular website BuzzFeed, which has “noticeably upped the caliber and number of its Hispanic-related stories.”

News Generation’s own Martin Diaz weighs in on how radio specifically is part of the Hispanic community. “Radio has a deeper and more emotional reach with us. It creates a sense of community. Unlike TV, that continues to be more of a one way channel, radio allows its listeners to call in, express their points of view and/or empathize with the opinions of other listeners.”

As you can see in the Pew graphic below, there have not been any new newspapers geared toward the Hispanic community created in one of the ten largest metro areas by Hispanic population since 2004.

Staying in tune with Hispanic media, and any targeted media for that matter, is an important aspect of our jobs as communicators – and like most things about media, it is continually evolving.

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Stay tuned…

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