latino lingo

All things related to effective Hispanic marketing, Hispanic advertising and Hispanic public relations.

Wednesday, January 18, 2006

Hispanic titles lead periodicals growth

Periodicals aimed at Hispanic readers in the U.S. and Canada grew to 329 titles in 2006 from 124 titles in 1996, according to the latest edition of The Standard Periodical Directory, which released this week and reported by Crain's.

This growth is the most of any other category over the past 10 years. According to the article, this growth reflects the rapid expansion of the Hispanic population in the U.S. duh! Although, the article says, national Hispanic publications are only beginning to show the kind of segmentation seen in general-market publishing.

Samir Husni, chairman of the journalism department at the University of Mississippi, is quoted in the article saying this growth also reflects advertisers’ demands for more precise marketing. “The shotgun approach is long gone,” he says.

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