It may depend on their target audience. In figures released this week, Publishers Information Bureau reported impressive, double digit gains in revenue and ad pages for magazines targeting Latino readers. Hispanics are the fastest growing demographic in the US, comprising 16% of the population, and advertisers have taken notice in a big way.
Meredith’s SIEMPRE MUJER, with a rate base of 550,000, saw advertising revenue jump by 51% in 2011 over 2010, and a 32% hike in ad pages. Parenting pub SER PADRES, another Meredith property, has a rate base of 800,000 and upped ad revenue by 17%, with 13% growth in ad pages. LATINA*, an English-language women’s magazine from Latina Media Ventures, experienced a similar rise, taking in 15% more in ad revenue and selling 13% more ad pages. Time Inc’s PEOPLE EN ESPANOL racked up an added 37% in ad dollars in 2011, and boasted an increase of 32% in ad pages.
Is it any wonder that COSMOPOLITAN* last month announced plans for COSMOPLITAN LATINA, a new bicultural English-language glossy? An eagerly awaited test issue is scheduled for release in May 2012.
So for freelancer writers and PR pros trying to find new prospects in a shifting market, you don’t have to look far. Opportunity is here, and it looks like it’s moving to a Latin beat.