• May 7, 2003

Hoping to assist advertisers and publishers in the task of understanding the American demographic landscape, Magazine Publishers of America announced plans to issue three Market Profiles. The profiles, which will compile research on Hispanic/Latino, African-American and Asian-American groups, are designed to show how these growing segments have changed the way marketers of all stripes go about their business. Among the topics addressed are market segmentation, population growth and trends, language preference, and top advertising categories, advertisers and agencies. The first of the three profiles, which addresses the Hispanic/Latino market, reveals several telling statistics about the group's magazine readership. More than 75% of Hispanics/Latinos between the ages of 18 and 49 read magazines, while 59% of Hispanic/Latino teens are regular readers. Sixty-three percent of Hispanics read English-language magazines; 53% read Spanish-language magazines.