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There is a lot of information floating around about the Hispanic market. I’m referring to:
- PEW/Internet Latino Report
- State of News Media: Ethnic Markets
- Aspen Institute: Ethnic Media
- Latino Printing Network’s State of Hispanic Print and Hispanic Owned Publications
- Ethnic Media in America Poll
- Captura Group: US Hispanics Online
The Hispanic market is already an attractive niche
In case anyone didn’t know this already, the Hispanic market is the fastest growing demographic in the country. Hispanic newspapers generate $1 billion in revenue and have seen Y/Y growth of close to 10%. Additionally unique interests of the Spanish speaking community make this market valuable from an advertisers perspective. Univision is the leader in Hispanic TV reaching 98% of the Hispanic market with its television presence. Look at the chart below (ref) to see how Hispanics are the leading minority consumers of ethnic news.
Few New Media companies are in the market
While newspapers and television reach the vast majority of 1st generation Spanish speakers, overall only 1/3rd go online. The 2nd generation bilingual community is a much stronger demographic and 3/4ths go online. Because the small number of players in this space, we believe Hispanic oriented New Media companies will be incredibly valuable for companies looking to create a New Media portfolio in the Hispanic segment.
Several startups and established players include:
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