Magazines, like newspapers, are losing advertising to competitive Internet sites such as Craigslist.com, Ebay.com, Yahoo and Google. The Internet, as Oroza suggests, is not where advertisers will find the bulk of Hispanic consumers.
The Publishers Information Bureau recently released its quarterly report, and it comes as no surprise that consumer magazine publishers are having a tougher time selling ads in 2008 than they did in 2007.
Of the 231 magazines that reported advertising figures for both 2007 and 2008, 153 reported a decrease in advertising pages by 10 percent or more. Siempre Mujer, a Spanish-language magazine targeted to Hispanic women, increased its advertising revenue by about 39 percent. Comparable English-language magazines catering to a female demographic saw declines; for example, Ladies’ Home Journal’s ad revenue decreased nearly 10 percent.
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