Ad Targets: NNN Launches Hispanic Network

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The nation's largest ad network for newspapers, the Newspaper National Network, has launched a new sub-network targeting Hispanic consumers through Spanish-language newspapers, both print and online.

The NNN Hispanic Network includes most of the over 500 daily and weekly Hispanic newspapers currently published in the U.S., which reach over 50 million Hispanic consumers per year, according to NNN.

The new network will be led by Mike Cano, who has been appointed to the newly created post of director of Hispanic media for NNN. Cano's previous experience includes senior ad sales positions with big Hispanic publications like La Opinion, La Raza (Chicago), and Impacto USA.

The new NNN Hispanic Network includes these publications as well as other big Hispanic dailies and weeklies, such as El Nuevo Herald , the Spanish-language version of The Miami Herald, Hoy Los Angeles, Al Dia and El Diario la Prensa, among others.

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In announcing the launch of its new Hispanic Network, NNN cited survey data showing that 82% of Hispanics in the U.S. read a Hispanic newspaper at least once a week. And the overall size of the market is growing rapidly.

According to the American Community Survey, there are now more than 45.4 million Hispanics living in the U.S., representing 14.6% of the total population of 308 million. That's twice the number that lived in the U.S. two decades ago. If current trends continue, the number of U.S. Hispanics will triple to roughly 130 million by 2050, when they will make up one-third of the total population.

Over the last half-decade, Hispanic buying power has also steadily increased, from an estimated $800 billion in 2006 to $850 billion in 2007, $950 billion in 2008 and $1 trillion in 2009. Spending is on course to reach $1.3 trillion by 2013 and $1.5 trillion by 2015, according to projections from the Selig Center for Economic Growth at the University of Georgia.

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