Reaching all generations of Hispanics in English and Spanish

Transcription

1 Reaching all generations of Hispanics in English and Spanish Media Kit W Clearwater Ave #320, Kennewick, WA p: (509) f: (800)

2 Tú Decides is the area s first weekly bilingual newspaper with a mission to provide all generations of Hispanics with a more balanced perspective and keener insight into the issues of our time. In effect, each reader is given an opportunity to decide for himself tú Decides. The publication has a total distribution of 20,000 copies statewide with 650 locations or drop sites, 10,000 copies in Eastern Washington and 10,000 copies in Western Washington. In Eastern Washington, the weekly newspaper can be found in 250 locations, including numerous smaller communities throughout. In Western Washington, the newspaper can be found at over 400 locations, with a reach that is as far north as Mt. Vernon and as far south as Tacoma and all of the major cities in between, such as Seattle and Bellevue. Tú Decides is widely supported by our community s business and educational leadership. There has only been one language choice for news related to Hispanic cultural, political and economic concerns for years. Tú Decides offers a more cohesive approach to information that really matters to our Hispanic readers in both English and Spanish. Tú Decides is now available at hundreds of area stores and restaurants, and new ones added weekly. The content is completely in Spanish and English. We recognize the Hispanic community is comprised of several variations of language preferences. By printing stories in both languages, we can reach many generations, often within the same household and also the English speaking community which have not been traditionally reached by other Hispanic newspapers. Page 2

3 Reaching all generations of Hispanics in English and Spanish In all, 291,260 Hispanics live in the Seattle DMA. For the most part, many of the Hispanics that reside in the Seattle market are English-dominant or bilingual English preferred. According to Geoscape, more than 100,000 Latinos call themselves English dominant. An additional 68,400 prefer to use English. At the same time, 43,400 Latinos label themselves as Spanish-dominant and 43,150 others say they are bilingual Spanish preferred. Advertising in our newspaper will have a major positive impact on your business for several reasons: 1. Researchers have found that weekly and monthly newspapers stay in the home about four times longer than daily newspapers for more multiple readerships. 2. We offer very low-cost full color displays to our advertisers. Again, researchers have found that full color nearly doubles the readership of advertising. 3. Our multimedia approach is less expensive, covers a far broader spectrum of local residents, and is more effective than any other publication. The attached media kit will describe the target market and audience for tú Decides. If you have any questions or comments regarding this media kit, please contact me at (509) Sincerely, Albert Torres, CEO and Publisher albert@tudecidesmedia.com Office Cell Page 3

4 Hispanic/Latino Market MARKET DEFINITIONS Hispanic: relating to or derived from the people, speech or culture of Spain or Portugal. NOTE: Widespread usage of the term Hispanic dates back to the 1970s, when the Census asked Hispanics to self-identify as Mexican, Puerto Rican, Cuban, Central/South American or other Hispanic. Latino: people of Latin-American descent. NOTE: While the terms Hispanic and Latino are used interchangeably, they do have different connotations. Hispanic Trends, Hispanic Magazine s polling firm, reported that 65% prefer the term Hispanic, while 30% prefer Latino. Our report uses both to refer to the same group, except when quoting sources directly. MARKET The impact of the growing Hispanic/Latino market is up almost 58% from 1990 to 2000, representing almost 15% of the U.S. population and wielding $653 billion in purchasing power in Hispanic/Latino buying is $686 billion dollars as of Spending power in 2010 will be $992 billion, more than quadruple the $221 billion reported in Now 43.5 million strong, Hispanics/Latinos are a fastgrowing, diverse ethnicity in the United States. With growth surging nearly 58% from 1990 to 2000 more than four times the growth rate of the U.S. population and almost another 13% from 2000 to 2003, Hispanics/Latinos comprise 14.7% of the total population. More significantly, the community is expected to keep growing at a strong and steady clip by 2010 it is estimated that there will be 56 million Hispanic/Latinos; by 2050, 30% of the entire U.S. population will be Hispanic. From 2002 to 2003, the purchasing power of Hispanics/Latinos climbed more than 11% to $653 billion. By 2007, it will top $926 billion, according to the University of Georgia s Selig Center for Economic Growth. The estimated 8.7% compound annual growth from is 80% greater than that of the rest of the U.S. population. MARKET OPPORTUNITIES Size, growth and spending power Skews younger than the U.S. population particularly strong teen market Urban population concentrations (of one million or more allows relatively easy geographic targeting Pan-Latino identity: bound by common Language (Spanish) and/or common Immigrant experiences MARKET CHALLENGE Hispanics hail from 20 different countries each with its own cultural nuances Varying levels of acculturation, language usage and assimilation, which can influence language preference 62% of all Hispanic adults have lived in the United States 15 years or less. VARIATIONS ON MARKET SEGMENTATION Researchers traditionally segmented the Hispanic/Latino market by country of origin. But today they believe that length of U.S. residency, language preference and usage as well as degree of acculturation should also guide marketers. Discussions with leading advertising agencies indicated that most use a variety of these factors in determining their strategy. Information from Hispanic Market Weekly is included. hispanicmarketweekly.com Page 4

5 Reaching all generations of Hispanics in English and Spanish ACCULTURATION LEVELS Acculturated: Hispanics/Latinos who adopt or borrow customs or traits from a different culture and are bilingual. Assimilated: Those who leave their culture and customs behind for another. Isolated: Hispanics/Latinos who have recently migrated and speak only Spanish. 60% Acculturated 20% Isolated 20% Assimilated DID YOU KNOW? Hispanic is an ethnicity, not a race. The Census tracks six races: White, Black, Asian, American Indian/Alaska Native, Native Hawaiian/ Pacific Islander and some other race. The 2000 Census was the first that allowed Americans to self-identify as multicultural. Seven million designated themselves as multicultural. 48% of Hispanics identified as White only 42% of Hispanics identified as some other race 2% of Hispanics identified as Black only 2.2 million Hispanics also reported belonging to two or more races LANGUAGE PREFERENCE The issue of bilingualism especially among acculturated Hispanics/Latinos is of particular interest it continues to fuel a 20-plus year debate on whether to advertise in Spanish or English. 46% of Hispanics are Spanish-dominant speakers 23% are bilingual 63% speak Spanish at home Language use varies widely among Hispanics/Latinos according to whether they are at home, obtaining news information or at work. Third-generation Hispanics/Latinos are more Englishdominant speakers than first generation. Second-generation Hispanics/Latinos are the most bilingual. LANGUAGE USAGE BY HISPANIC ADULTS Some marketers determine preference by the consumer s first language, physical location, degree of acculturation and/or age. According to American Demographics, Hispanics whose first language is Spanish prefer Spanish ads while those who learned Spanish after, or in tandem, with English, favor English ads. However, acculturated Hispanics are equally devoted to media in both languages, and it is therefore, believed that their product choices are based on quality and appeal, not language alone. A study conducted by the Food Marketing Institute and Advo found that more than half of Hispanics recalled bilingual ads, while less than half recalled advertising that was either Spanish or English only % Spanish Only 26.83% Bilingual English Preferred 17.02% Bilingual Spanish Preferred 39.22% English Only Page 5

6 Washington State Market The U.S. Census Bureau now counts 551,000 Hispanics permanently residing in Washington State. In the Seattle-Tacoma designated market area alone, Hispanic buyer power stands at $3.7 billion, according to the Larson Northwest Hispanic Market Report for Nearly 75% of permanent NW Hispanics residents are under the age of 35. Latino Population (Buying Power in Washington State) Market Area (with buying power) 2006 (with buying power) Seattle/Tacoma 66, , ,820 ($2.8 billion) 285,600 ($3.7 billion) Yakima/Tri-Cities 43,400 82, ,518 ($1.5 billion) 168,000 ($2.3 billion) Source: Larson Northwest Hispanic Market Report, EditionSource: Larson Northwest Hispanic Market Report, Edition Washington Latino Retail Spending Retail Category Washington State Seattle/Tacoma Yakima/Tri-Cities Food Stores & Supermarkets $1.0 billion $510 million $352 million Restaurants & Fast Food $384 million $208 million $132 million Apparel & Accessories $192 million $102 million $66 million Furniture, Appliances $128 million $68 million $44 million Automobile Dealerships $448 million $238 million $154 million Auto Aftermarket Repair/Fuel $192 million $102 million $66 million Drug & Variety Stores $96 million $51 million $33 million General Merchandise $228 million $153 million $99 million All Other Retailers $448 million $238 million $154 million Source: Larson Northwest Hispanic Market Report, We also offer INSERTS! Q: Why would I choose to run an advertising insert in tú Decides? A: You can save money. You can reach all generations of Hispanics with your advertising insert for only 5 each. That s only $50 per thousand; far less than standard postal costs, even at bulk rates. Tú Decides is the best and only way to target all generations of Hispanics in Western Washington, Eastern Washington or both. Call us at for more information. Page 6

7 Reaching all generations of Hispanics in English and Spanish Statewide Distribution Everson Burlington Arlington Snohomish Lake Stevens Monroe Mill Creek Mount Lake Terrace Bothell Seattle Edmonds Lake Forest Park Woodinville Kenmore Mercer Island Duvall Kirkland Carnation Sammamish Burien Belfair SeaTac Des Moines Shelton University Place Issaquah Kent Fife Pacific Fall City Snoqualmie North Bend Maple Valley Covington East Wenatee Auburn Black Diamond Spanaway Tumwater Union Gap Wapato Sunnyside Granger Grandview Prosser West Richland Umatilla OREGON Hermiston Standfield Zone 1 Zone 2 Western Washington Arlington Auburn Belfair Bellevue Bellingham Black Diamond Bothell Burien Burlington Carnation Centralia Covingtion Des Moines Duvall Edmonds Everett Everson Fall City Federal Way Fife Issaquah Kenmore Kent Kirkland Lacey Lake Forest Park Lake Stevens Lakewood Lynnwood Maple Valley Marysville Mercer Island Mill Creek Monroe Mountlake Terrace Mt Vernon North Bend Olympia Pacific Puyallup Redmond Renton Eastern Washington Sammamish Seatac Seattle Shelton Shoreline Snohomish Snoqualmie Spanaway Tacoma Tukwila Tumwater University Place Vashon Island Woodinville Grandview Granger Kennewick Pasco Prosser Richland Sunnyside Toppenish Union Gap Wapato West Richland Yakima Northern Oregon Hermiston Umatilla Boardman Standfield Page 7

8 Advertising Rates and Dimensions Eastern or Western Washington Statewide One time rates B&W Color B&W Color Eighth page $110 $165 $165 $248 Quarter page $220 $303 $330 $455 Half page $440 $550 $660 $825 Junior Island $660 $770 $990 $1155 Full Page $880 $990 $1320 $1485 Double Truck $2,200 $2,475 $3,300 $3,712 Banner $550 $825 (1.75 x 1.5 corner of cover) Multi-Issue Discount Four weeks 10% Eight weeks 12% 26 weeks 15% 1 year 20% Ask your sales representative if you qualify for further discounts. If needed, we can also build your custom advertising in-house. Talk to your sales representative for more details. Upfront payment gets 5% discount! Production Specifications Tú Decides is printed at 300 dpi with a 150-line screen in black and white and CMYK. Currently, we accept digital advertising files on CD, by attachment if size appropriate, or placed on our FTP site. Please contact your sales representative for FTP information. For best results, a press-quality PDF created through Acrobat Distiller is preferred; please do not export. Images should be at 300 dpi at 100%, color set to CMYK, and all fonts embedded or made into outline. We can not support Microsoft Publisher files at this time; if necessary, please save your Microsoft Publisher document as a tagged image file at 300 dpi. Contact our production department for further questions. 8 You Decide A Bilingual Newspaper October 26, 2007 October 26, 2007 You Decide A Bilingual Newspaper 8 Double Truck centerspread w x 11.5h Quarter Page vertical : 4.75w x 5.325h horizontal : 9.625w x 2.625h Eighth Page horizontal : 4.75w x 2.625h vertical : 2.325w x 5.325h Junior Page 7.25w x 10.75h Full Page 9.625w x 11.5h Half Page horizontal : 9.625w x 5.325h vertical : 4.75w x 10.75h Wisdom for your decisions Wisdom for your decisions All dimensions are in inches. * Advertising modules pictured below are for example only and not actual representations of size. See width by height information on each module for actual size. Trim size of newspaper is x12.5. Page 8

9 Reaching all generations of Hispanics in English and Spanish Digital Advertising Rates enews Digital Newspaper Banner $200 Box $200 enews Sponsor $300 E-Newsletter Digital Newspaper Web Page Skyscraper 1 $200 Skyscraper 2 $175 Box $100 Banner 220 x 135 px Skyscraper x 400 px Skyscraper x 400 px Box 350 x 350 px Box 250 x 250 px enews Sponsor 330 x 200 px enews (noticias vía correo electrónico), our digital version of the bilingual newspaper tú Decides (You Decide). The digital newspaper is ed to over 15,000 recipients. We can now reach the largest demographic within the Pacific Northwest in English and Spanish especially the middle class Hispanic community. The cost to advertise in the weekly digital news paper is $200 per issue. Page 9

10 ADVERTISING AGREEMENT 7601 W. Clearwater Ave. Suite #320 Kennewick, WA For Sales Information: Phone: Fax Company Name: Contact Person: Address: City: Zip: Telephone: Fax: Mobile: Starting: Ending: Number of Weeks: AD SIZES Eastern or Western Washington Statewide One Time Rates B&W Color B&W Color Eighth page $110 $165 $165 $248 Quarter page $220 $303 $330 $455 Half page $440 $550 $660 $825 Junior Island $660 $770 $990 $1155 Full Page $880 $990 $1320 $1485 Double Truck $2,200 $2,475 $3,300 $3,712 Flag $550 $825 MulTti-Issue Discount Four weeks 10% Eight weeks 12% 26 weeks 15% 1 year 20% RUN DATES Zone Side Schedule Eastern Western Statewide English Side Spanish Side Alternate Sides Consecutive Weeks Every other week Monthly ALL SIGNED ADVERTISING AGREEMENTS ARE BINDING FOR THE STATED TERMS. 1Deadlines: Advertising copy is to be provided to tú Decides in compliance with Publisher s established deadlines. In the event of the failure of the advertiser to submit copy to be used in accordance with this agreement. tú Decides will prepare and insert advertisements for with the advertiser agrees to pay. Term: The advertisier agrees to run an ad in all consecutive months in accordance to this agreement. The Publisher shall give the Advertiser the right to skip running an ad in one assigned issue during the contract term. If the Advertiser makes use of this option, the Advertiser agrees that the skipped ad will be added to the end of their contract as well as one additional ad (two ads/issues total). Content: The subject matter, form, size, wording, illustrations and typography of all advertising are subject to the approval of the Publisher. tú Decides reserves the right to edit, reject or cancel any advertisement at any time. Liability: Tú Decides shall not be liable for any failure to print, publish or circulate all or any portion of an advertisement or of advertising image contracted for if such failure is due to acts of God, strikes, accidents or other circumstances beyond tú Decide s control. The Advertiser and the agency preparing or placing the advertisement each agrees that tú Decides is in no way responsible for any liabilities, damages and related costs and expenses (including resonable attorney s fees) resulting from publication of any advertisement of the Advertiser. Payment: Contracts will be paid in a timely matter. If invoices are not paid in a timely manner, future ads will not be published. the advertiser is responsible for payment for the full number of contracted issues as indicated above, reguardless of whether and ad is currently being published or not. Past Due Account Policy: An account is considered past due when a payment has not been received 30 days after an ad has been placed. After 30 days the account will be assessed a late fee of $25 and a finance charge of 1.8% per month and will keep accruing until balance is paid. After 90 days, if payment is not received, the account will be sent to a collections services for futher action. Camera Ready: Ad copy is considered Camera Ready when the production department does not have to make any changes in size, orientation, content or any other foreseeable work to a submitted adve-tisment. Tú Decides cannot be held responsible for errors in camera ready ads that were prepared by the Advertiser, advertising agency, or graphic design company as camera-ready ads aren t proofed by Tú Decides. Credit Card Payment Authorization *When credit card used for payment: By signing below, I (Advertiser) authorize Tú Decides Media to debit my credit card in accordance to the agreed upon contract, all monies due, and or schedule of payments used to pay for the advertising services created by Tú Decides Media. I (Advertiser) understand that all forms of refunds will be given in terms of services preformed by Tú Decides Media. This agreement has been fully explained and/or translated to me. Ask your sales representative if you qualify for further discounts. If needed, we can also build your custom advertising in-house. Talk to your sales representative for more details. Upfront payments get an extra 5% discount! Cost per Week: Discount: COST $ $ Price after Discount: $ Number of Weeks: Total Cost: $ $ CREDIT CARD Name: Acct #: CVV #: Exp. Date: Billing Address (if different than the one above): Advertiser Signature: Date: tú Decides Representative: Date: