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Synovate: phone survey respondents trust Hispanic magazines

Posted by Elena del Valle on October 5, 2006

Wayne Eadie

Wayne Eadie, senior vice president, Research, MPA

Photo: Magazine Publishers of America

New York, New York – According to a recent phone survey of 901 respondents conducted by Synovate on behalf of the Hispanic Magazine Coalition and the Magazine Publishers of America, Hispanic respondents of the survey have more trust in magazine information and advertising than any other media outlet including TV.

The study focused on “the richness and strength of Hispanics’ emotional connection with magazines.” Working with Magazine Publishers of America (MPA), the Hispanic Magazine Coalition, a group of nine companies with interests in Hispanic magazines, presented the findings to advertisers in a seven-city road show. The findings are based on 901 Hispanic telephone interviews with magazine and non-magazine readers conducted this summer by the market research company Synovate.  It is described as the first industry-supported look into consumer engagement with Hispanic magazines. 

“We’ve undertaken this initiative to better understand the Hispanic magazine reader,” said Wayne Eadie, senior vice president, Research, MPA. “Currently, Hispanic magazines get four percent of total media spending compared to 17 percent for the general market, which represents the gap in understanding the strong connection that magazines have with Hispanic consumers versus other media.”

“This study clearly establishes the viability of the Hispanic magazine market,” said Lou Lopez, vice president, Synovate. “The research also demonstrates that Hispanic magazines are able to generate readership engagement levels on a par or exceeding general market magazines.”

Forty three percent of the respondents trust magazine advertising, 38 percent trust TV by 38 percent and 25 percent believe in Internet advertising. Similarly, 47 percent of Hispanic magazine readers in the study trust the information reported in magazines, while only 37 percent of those surveyed deem Internet information to be credible.  The research also shows that 85 percent of those surveyed read magazines, which is on par with the general market.

According to Synovate’s analysis Hispanics in the study appear to be less jaded by advertising than the general market.  For example, Synovate found that 54 percent of survey respondents believe that magazine advertising provides them with something that they can’t find in other media such as TV, radio or the Internet. Additionally, 73 percent of respondents said that magazine advertising gives them good ideas about what to buy.

Synovate’s research reveals that Hispanics value magazines for qualities that are similar to that in the market such as education and personal escape.  However, Hispanics show a greater propensity to value magazines for social connection, aspiration and cultural relevance than the general market.

The Hispanic Magazine Coalition revealed the survey findings in New York, New York; Chicago, Illinois; Coral Gables (Miami market), Florida; Los Angeles and Torrance, California; San Antonio, Texas; and for the Detroit market, Birmingham, Michigan. Members of the Hispanic Magazine Coalition include AARP Segunda Juventud, Hogar Latino LLC, Editorial Televisa, Latina, The National Association of Hispanic Publications, Meredith Hispanic Ventures, Muevelo, People en Español, and Selecciones.

Magazine Publishers of America is the industry association for consumer magazines.  Established in 1919, MPA represents 240 domestic publishing companies with approximately 1,400 titles, 80 international companies and 100 associate members. Staffed by magazine industry specialists, MPA is headquartered in New York City, with an office of government affairs in Washington, DC.