Results to Be Presented at MPA Conference in Puerto Rico

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NEW YORK ( -- As new U.S. Hispanic magazines continue to launch at a rapid pace and major marketers boost their Hispanic print budgets further, Advertising Age is conducting original
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P&G and L'Oreal Are Biggest Spenders

research into how marketers and their agencies use Hispanic publications.

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The results, including follow-up interviews with key respondents, will be presented at the Hispanic Magazine Summit organized by Advertising Age and the Magazine Publishers of America next month in Puerto Rico, before the start of the annual American Magazine Conference.

Marketers invested $101.9 million in Hispanic magazines during the first half of 2005, up 17.7% from the same period last year, according to TNS Media Intelligence. The top spender continues to be Procter & Gamble Co., spending $7.7 million during the first half of the year, a 68.6% increase over the first half of 2004, according to TNS. For full-year 2004, P&G’s spending in Hispanic magazines fell by 28.2%.

L'Oreal bumps General Motors
During the first half of 2005, L’Oreal bumped General Motors Corp. out of the No. 2 slot, spending $5.1 million on Hispanic magazines, a 21.8% increase, compared to $4.1 million for GM, representing a more modest 5.2% increase

Next week Meredith Corp.’s first Spanish-language launch, a women’s shelter and lifestyle bimonthly called Siempre Mujer, hits newsstands with an initial base rate of 350,000 and dual covers. (Meredith also publishes several acquired Spanish language titles). Singer Lucero is on the cover of newsstand copies and CNN anchor Soledad O’Brien appears on subscription copies. Meredith has a marketing alliance with Home Interiors & Fits, a direct-seller of home décor products under the Better Homes and Gardens brand name that reaches about 1 million U.S. Hispanic households.

New launches
Last month, ESPN launched ESPN Deportes La Revista, adding a print component to its Hispanic cable sports programming. And next month, Editorial Televisa, the publishing giant behind titles such as Vanidades, Cristina and Men's Health en Español, will unveil Tu Dinero. The monthly Spanish-language personal finance magazine will launch with a circulation of 75,000 to 100,000 with both subscription and newsstand sales.

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