THE CHANGING NEWSSTAND

More Hispanic and Golf, but Less Business and College Titles

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NEW YORK (AdAge.com) -- Hispanic publications have grown in number more than any other category over the past 10 years, according to the latest edition of The Standard Periodical Directory, released this week.
Photo: Hoag Levins
Periodicals aimed at Hispanic readers in the U.S. and Canada grew to 329 titles in 2006 from 124 titles in 1996, according to the directory.

If you want a snapshot of changing consumer trends, a quick trip through the directory can give you a view of what people in North America want to read, and quite often, what they are in the market for. The directory includes 55,809 magazines, journals, newspapers, newsletters, directories and yearbooks, including 3,665 which are available exclusively online or via e-mail. Other categories with significant growth in the number of titles in the last 10 years include weddings, golf and interior design.

329 Hispanic titles
Periodicals aimed at Hispanic readers in the U.S. and Canada grew to 329 titles in 2006 from 124 titles in 1996, the directory shows. That reflects the rapid expansion of the Hispanic population in the U.S., although Hispanic publications at the national level are only beginning to show the kind of segmentation that characterizes general-market publishing.

“We see tremendous growth in Hispanic periodicals, with an increasing number of regional publications, such as Tu Ciudad Los Angeles and Ser Magazine in Laredo, Texas, as well as an increase in national publications such as Siempre Mujer,” said Deborah Striplin, editorial director, Standard Periodical Directory.

Samir Husni, chairman of the journalism department and Hederman Lecturer at the University of Mississippi, noted that the growth in targeted publications is not limited to the Hispanic sector. “The minority market, not only the Hispanic, has been growing by leaps and bounds,” he said. “This is a natural growth.”

Precision marketing
It also reflects advertisers’ increasing demands for precision in marketing. “The shotgun approach is long gone,” Mr. Husni said. “I have three or four magazines on sneakers.”

On the down side, the college student press declined to 3,097 publications from 4,507, while business-and-industry periodicals declined to 1,126 from 2,505. Both are categories where much of the audience has increasingly turned to the Web to get its information.

Mr. Husni believes much of the growth in wedding, interior design and golf publications was probably tied to the rise of regional periodicals over the past few years. “If I’m planning a wedding, why should I get a regular brides magazine if I can get my hands on a New York Brides?’” he said.

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