• Media Life, Wednesday, October 18, 2006 12:15 PM

In 2004, ad pages for Hispanic magazines were up 11.5 percent--a jump that spurred a dozen new launches, including Time Inc.'s Sports Illustrated Latino, ESPN's ESPN Deportes and Meredith's Siempre Mujer. But it proved too much to swallow, and last year, three major titles were shuttered in the second half, with pages ending the year down 2.9 percent.

There have been just four new launches in 2006, as publishers got spooked by the numbers, although 2006 looks to be a better year than last. Ad pages through September are basically flat, while revenue was up 15.5 percent. "The pace of new launches slowed down a bit [in 2006]," says Media Economics Group President Carlos Pelay. "There were a lot that went on the market at the same time last year, and I think it's going to take a while for the market to absorb the new launches. It's very competitive for ad dollars."

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