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March 02, 2009

Alloy Access announced results from its recent Hispanic Newspaper Audience study, conducted in partnership with Excend Consulting Services. The report provides valuable data indicating that while mainstream and national newspaper readerships continue to suffer declines, Hispanic newspapers reign as a top media choice among today's large and growing Hispanic population.

The report also offers revealing data defining behaviors across distinct Hispanic consumer segments. Of particular interest, young and educated consumers known for their high usage of current digital mediums, report continued readership and considerable engagement with the Hispanic print medium. Significantly, more than half (57%) of respondents who read their Hispanic newspaper are under the age of 35. Among both younger consumers and their elder counterparts, the Hispanic newspaper proves to be a preferred source for both news and entertainment, as well as a valuable source for advertising information and promotional offers.

The study surveyed over 1,000 respondents in the top five states measured for Hispanic population. Demographic breakdown of respondents included the following segments: (18-24), (25-34), (35 -54) and (55 and older).

“The Hispanic community is thriving and proving their weight as a segment of influential consumers, with an estimated $951 billion in spending power. A population gaining in size and embracing both traditional and progressing media, this study offers an important view into Hispanic consumer‚s use of the traditional print medium and its continuing importance,” commented Greg Anthony, SVP, Alloy Access. “The study reveals the strong connection Hispanic newspapers maintain with readers and offers useful information for groups looking to reach this community across platforms that are relevant to their lives and to the close circles of friends and family they keep.”

-A Daily Dose

The survey shows that Hispanic newspapers are clearly an integral part of the Hispanic population‚s daily activity. Overall, a considerable 82% of those surveyed read Hispanic publications and in fact, the same number of readers report sharing their copy with at least one other person. Over one-quarter (26%) of readers share their paper with at least four others.

Hispanic consumers are frequent readers of Hispanic publications. Seventy-four percent (74%) of Hispanic newspaper readers have read three or more of the last five issues.

And, they are a loyal group. More than half (53%) have been reading their favorite Hispanic newspaper for three or more years.

- Generational Divide

Facebook, Twitter, You Tube, Hulu, MySpace. All common hubs for today‚s mobile and digitally connected youth consumers, but young Hispanic consumers continue to show strong affinity for their Hispanic newspaper and look to it as an important source for news, entertainment and product information.

The study also showed that the 18-24 year old segment favor the politics and entertainment sections higher than the other segments reporting. Overall, the business section appears to be the most favored.

-Deal Or No Deal

Hispanic newspaper readers are paying attention to the advertisements. In fact, 63% report looking at them at least frequently, with close to one-quarter (24%) stating they always pay attention to ads.

And, the newspaper ads garner results and strong word of mouth. Overall, 39% report sharing advertising information with a friend, while 34% have gone to an advertiser‚s website after reading an ad. One-fifth of respondents have attended an event, such as a festival or job fair in response to an advertisement, with close to one-quarter (24%) of 18-35 year olds reporting they are more likely to have inquired about a job or career or attended an event such as a festival or job fair.

For the 25-34 year old segment, 25% of that group state they are most likely to have called or visited a retail store in response to an ad, more so than any other age group.

A good value remains high on the list when it comes to consumers purchasing preferences and in these increasingly challenging economic times, special offers get attention. More than half (55%) of all Hispanic newspaper readers state they use coupons from the newspaper at least occasionally, with almost one-third using coupons frequently. Coupons for food and groceries show high redemption, with 36% reporting usage.

“This study provides important data and supports the growth we have seen. Hispanic print is alive and stronger than ever - as the Hispanic community continues to grow, our circulation continues to increase. It is the trusted source of news and information for the growing Hispanic population” stated Clara Padilla Andrews, President of the National Association of Hispanic Publications.

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