Although Hispanic titles are growing faster in ad revenue, black titles have higher circulations, said Carlos Pelay, president of Media Economics Group. Ebony and Essence are the biggest, at 1.45 million and 1.05 million, respectively, compared with the biggest Hispanic titles, People en Espa¤ol and Latina, at 500,000. The top 100 advertisers in more than 90 Hispanic and black titles surveyed put 64.7% of their multicultural dollars ($267.6 million) into African-American titles and 35.3% ($146.1 million) into Hispanic magazines. The survey didn't measure Asian-American magazines.
PepsiCo devoted 91.6% of its multicultural spending to black magazines, and Coca-Cola Co. 81.7%.
Marketers who spent most of their multicultural print dollars on black magazines included Pfizer, PepsiCo, Nike, Nissan and Coca-Cola Co. The heavy-Hispanic spenders were JC Penney, Diageo, Cingular Wireless and McDonald's Corp.