La Isla Magazien 2012 Media Packet
2
HOW WE HELP YOUR BUSINESS GROW THINK HISPANIC! When you’re ready to think of cultural marketing as an essential component of a complete strategy as opposed to an advertising option, La Isla® can help. If you’re already there, congratulations and lets get to work! We’ve helped thousands of business acquire and grow their Hispanic market share by helping them identify opportunities and walking them through the process of crafting the right message to the right audience at the right time! PROVEN RESULTS! We have the experience, track record and expertise to ensure our clients’ success in creating new sources of revenue and building and growing a loyal customer base. La Isla® offers you cultural positioning that delivers results. When you market with La Isla® you are extending a personal invitation to our audience to do business with you. DEMOGRAPHICS Latinos are the largest minority group and the fastest growing segment of the population in the United States. Presently 1 in every 6 Americans is now Hispanic. As an advertiser, part of your business strategy is to develop “customers for life”. Every 30 seconds, a Latino turns 18 years old. —U.S. Census Bureau South Carolina experienced a 148 percent increase according to the 2010 Census and has one of the fastest growing Hispanic populations in the country. Georgia nearly doubled it’s Hispanic population at a growth rate of 96 percent. —U.S. Census Bureau WHY YOU NEED TO CONNECT WITH THE LATINO MARKET SPENDING IN BILLIONS WHY YOU NEED TO ADVERTISE WITH LA ISLA ® MAGAZINE The Hispanic advertising industry is outpacing all other sectors of advertising growing 4 times faster and is now more than $5 billion industry. The share of media dollars allocated to the Hispanic market increased in 2009 despite the recession and near double-digit cuts in overall advertising spending among top 500 advertisers. La Isla® has been connecting local, regional and corporate advertisers with Latino consumers of Lowcountry and Coastal Empire for 12 years. With award winning content and photography, La Isla® ® has been awarded multiple National Association of Hispanic Publications - José Martí Awards including: 2009 Gold Award for Outstanding International Picture - “Pyramids of Belize” by Jennifer Lee, 2009 Silver Award for Outstanding Business Article - “What is the Bailout: How the government’s decisions will affect the every day citizen”, 2009 Bronze Award for Outstanding Cultural Article - “The Qualities of Being Latino” by Amanda Taylor, 2008 Bronze award for Outstanding Design - Magazine, Glossy Format - October 2008 Issue of La Isla® Magazine’s Hispanic Heritage Month Edition 1960 $600 $400 $200 $1,200 $1,000 $800 $0 1985 1990 1995 2000 2005 2010 ➚ LANGUAGE Spanish is likely to remain the language of preference among U.S. Latinos. In fact, Univision is now the #5 network in the United States following only ABC, NBC, CBS and Fox. Yet in new destination states like South Carolina and Georgia, Latino immigrants are less likely to be limited in English proficiency than those in traditional destination states. —Heinrich Marketing , Inc 2010. When asked about advertising effectiveness, 38% of Hispanics surveyed found English language ads less effective than Spanish ads in terms of recall and 70% less effective than Spanish ads in terms of persuasion. Many younger and acculturated Latinos mix languages into a form of “Spanglish,” in which they speak English peppered with Spanish words. But when it comes to selling, 56% of Latino adults respond best to advertising when it is presented in Spanish. OUR CONTENT Hispanics actively seek out Spanish-language media. 95% of Hispanics consume some form of Spanish-language print, television or radio. Timeless material that helps the Latino community better their lives has always been the heart of La Isla® magazine. Today, we have increased our coverage to include more diverse, time-sensitive material including but not limited to immigration, travel, sports, education, entertainment reviews and event calendars. LA ISLA ® READER PROFILE Average Age .............................................................................................................. 27 Readers Per Copy ................................................................................................... 3.5 Average Shelf Life .......................................................................................4.5 months Male/Female (%) ................................................................................................. 55/45 Median Household Income (In S.C.)** ..................................................... $40,507 ** The Economic and Social Implications of the Growing Latino Population in South Carolina, The Consortium for Latino Immigration Studies, USC, Aug 2007 R i g h t M e s s a g e R i g h t T i m e R i g h t A u d i e n c e Results Order in which our audience typically reads la Isla ® Advertisements Flips Back & Forth Classifieds Looks for Jobs, Sales, Services Content 1 2 3 With increased population comes increased spending, and the buying power of Latinos, 1 trillion dollars in 2010, is projected to rise 1.5 trillion dollars by 2015, accounting for nearly 11 percent of the nation’s total spending. Hispanic purchasing power has increased 457 percent since 1990. South Carolina is among the top five states as ranked by the rate of growth of Hispanic buying power over the last decade. Georgia is one of the top ten states with the largest Hispanic markets (17 billion).—Selig Center Multicultural Economy Study 2010. “Since 1999, we have been relying on La Isla to bring our company message to the local Latino population. By doing so, we were able to grow our overall market share by leaps and bounds.” -- TREY HUNTER, Community Relations Manager - Hargray “I’ve gotten a great response from the Latino community through La Isla. About a third of my enrollment is from my ad with them. Now I have a Spanish-speaking teacher in every one of my class rooms.” --LESLY CRICK, Owner - Toddler University “La Isla staff was eager to help us welcome Latino families and their students to the University of South Carolina Beaufort.” --LYNN MCGEE, Vice Chancellor for University Advancement University of South Carolina Beaufort 5 WAYS OUR MAGAZINE WORKS FOR OUR CLIENTS 1. We are considered a buying guide and resource by our readership 2. Our readers hold us accountable for the credibility of our advertisers 3. Our readers depend on us for a positive buying experience 4. La Isla is selective about who our advertisers are 5. We value community involvement and our readers and advertisers expect that our readers consider us as a trusted friend and advocate 25% Community 13.5% SPORTS 10% EDUCATION 18% Life Style 18% Entertainment 4.5% Finance 11% Family Health BILLIONS (What our audience typically does in each section listed above ) Reads & keeps for informational purposes for over 3 months!
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Media Packet 2012 hispanic statistics
Transcript of La Isla Magazien 2012 Media Packet
How wE HELP YoUR bUsinEss GRow
THink HisPanic!When you’re ready to think of cultural marketing as an essential component of a complete strategy as opposed to an advertising option, La Isla® can help. If you’re already there, congratulations and lets get to work!
We’ve helped thousands of business acquire and grow their Hispanic market share by helping them identify opportunities and walking them through the process of crafting the right message to the right audience at the right time!
PRovEn REsULTs! We have the experience, track record and expertise to ensure our clients’ success in creating new sources of revenue and building and growing a loyal customer base. La Isla® offers you cultural positioning that delivers results. When you market with La Isla® you are extending a personal invitation to our audience to do business with you.
DEmoGRaPHicsLatinos are the largest minority group and the fastest growing segment of the population in the United States. Presently 1 in every 6 Americans is now Hispanic. As an advertiser, part of your business strategy is to develop “customers for life”. Every 30 seconds, a Latino turns 18 years old. —U.S. Census Bureau
South Carolina experienced a 148 percent increase according to the 2010 Census and has one of the fastest growing Hispanic populations in the country. Georgia nearly doubled it’s Hispanic population at a growth rate of 96 percent. —U.S. Census Bureau
wHY YoU nEED To connEcT wiTH THE LaTino maRkET
sPEnDinG in biLLions
wHY YoU nEED To aDvERTisE wiTH La isLa® maGazinE
The Hispanic advertising industry is outpacing all other sectors of advertising growing 4 times faster and is now more than $5 billion industry. The share of media dollars allocated to the Hispanic market increased in 2009 despite the recession and near double-digit cuts in overall advertising spending among top 500 advertisers.
La Isla® has been connecting local, regional and corporate advertisers with Latino consumers of Lowcountry and Coastal Empire for 12 years. With award winning content and photography, La Isla®® has been awarded multiple National Association of Hispanic Publications - José Martí Awards including: 2009 Gold Award for Outstanding International Picture - “Pyramids of Belize” by Jennifer Lee, 2009 Silver Award for Outstanding Business Article - “What is the Bailout: How the government’s decisions will affect the every day citizen”, 2009 Bronze Award for Outstanding Cultural Article - “The Qualities of Being Latino” by Amanda Taylor, 2008 Bronze award for Outstanding Design - Magazine, Glossy Format - October 2008 Issue of La Isla® Magazine’s Hispanic Heritage Month Edition
1960
$600
$400
$200
$1,200
$1,000
$800
$01985 1990 1995 2000 2005 2010
➚
LanGUaGESpanish is likely to remain the language of preference among U.S. Latinos. In fact, Univision is now the #5 network in the United States following only ABC, NBC, CBS and Fox. Yet in new destination states like South Carolina and Georgia, Latino immigrants are less likely to be limited in English proficiency than those in traditional destination states. —Heinrich Marketing , Inc 2010. When asked about advertising effectiveness, 38% of Hispanics surveyed found English language ads less effective than Spanish ads in terms of recall and 70% less effective than Spanish ads in terms of persuasion. Many younger and acculturated Latinos mix languages into a form of “Spanglish,” in which they speak English peppered with Spanish words. But when it comes to selling, 56% of Latino adults respond best to advertising when it is presented in Spanish.
oUR conTEnTHispanics actively seek out Spanish-language media. 95% of Hispanics consume some form of Spanish-language print, television or radio. Timeless material that helps the Latino community better their lives has always been the heart of La Isla® magazine. Today, we have increased our coverage to include more diverse, time-sensitive material including but not limited to immigration, travel, sports, education, entertainment reviews and event calendars.
La isLa® REaDER PRofiLEAverage Age .............................................................................................................. 27Readers Per Copy ................................................................................................... 3.5Average Shelf Life .......................................................................................4.5 monthsMale/Female (%) .................................................................................................55/45Median Household Income (In S.C.)** .....................................................$40,507** The Economic and Social Implications of the Growing Latino Population in South Carolina, The Consortium for Latino Immigration Studies, USC, Aug 2007
Right message
Rig
ht
TimeRight audience
Results
order in which our audience typically reads la isla®
Advertisements
Flips Back & Forth
Classifieds
Looks for Jobs, Sales, Services
Content1 2 3
With increased population comes increased spending, and the buying power of Latinos, 1 trillion dollars in 2010, is projected to rise 1.5 trillion dollars by 2015, accounting for nearly 11 percent of the nation’s total spending. Hispanic purchasing power has increased 457 percent since 1990. South Carolina is among the top five states as ranked by the rate of growth of Hispanic buying power over the last decade. Georgia is one of the top ten states with the largest Hispanic markets (17 billion).—Selig Center Multicultural Economy Study 2010.
“Since 1999, we have been relying on La Isla to bring our company message to the local Latino population. By doing so, we were able to grow our overall market share by leaps and bounds.” -- TREY HUnTER, Community Relations Manager - Hargray
“I’ve gotten a great response from the Latino community through La Isla. About a third of my enrollment is from my ad with them. Now I have a Spanish-speaking teacher in every one of my class rooms.”
--LESLY CRICK, Owner - Toddler University
“La Isla staff was eager to help us welcome Latino families and their students to the University of
South Carolina Beaufort.”--LYnn mcGEE, Vice Chancellor for University Advancement
University of south carolina beaufort
5 waYs oUR maGazinE woRks foR oUR cLiEnTs1. We are considered a buying guide and resource by our readership2. Our readers hold us accountable for the credibility of our advertisers3. Our readers depend on us for a positive buying experience 4. La Isla is selective about who our advertisers are5. We value community involvement and our readers and advertisers expect that our readers consider us as a trusted friend and advocate
25%Community
13.5%sports
10%education
18%Life Style
18%Entertainment
4.5%Finance
11%Family Health
bi
LL
ion
s
(what our audience typically does in each section listed above)
Reads & keeps for informational purposes
for over 3 months!
Jasper Beaufort
ColletonDorchester
Berkeley
CharlestonHampton
Effingham
ChathamBryan
Liberty
WHo WE aRE . . . La Isla® Magazine is a national award winning full color glossy digest size magazine serving the fastest growing segment of the population. Established in 1999, we were the first Hispanic publication in the Lowcountry of South Carolina and the Coastal Empire of Georgia. La Isla® now serves multiple markets with two separate print editions and a bilingual website. We are the largest bilingual multicultural publication in the region and are considered a trusted resource and survival guide by the Latino community. .
WHaT WE do . . . La Isla® is dedicated to serving the diverse Latino community from Northeast Georgia and the lowcountry of South Carolina to Charleston with 2 separate publications. Our content seeks to educate, inform and integrate the audience we serve by providing pertinent and current information about the topics our readers care about. Relevant, engaging content and precise distribution are at the heart of our business. A vibrant, loyal and highly responsive audience is key to the results we deliver and what truly sets us apart.
la isla®
2012 media & advertising Guide
La Isla® Magazine of Charleston
conTacT Us
la isla®
21 Dillon Rd., Suite F. Hilton Head Island, South Carolina 29928
843.681.2393 • fax 843.681.6454
november noviembre 2011
"Green" latinaIt’s a great day to challenge South Carolina
and SB20 Es un gran día para desafiar a Carolina del Sur y SB20
FREE | GRATIS
charleston edition
®
bilingual multicultural magazine | www.laislamagazine.com
monTHLY DisTRibUTion8 Counties and over 500 Distribution PointsLa Isla® is a free publication distributed on the first of every month to over 500 indoor and outdoor distribution points in 8 counties throughout South Carolina and Georgia.
PUbLic scHooLsWe are also the only magazine distributed directly to Beaufort County schools. La Isla® delivers over 3000 copies each month directly to schools wishing to promote parental involvement as well as utilize the magazine as a teaching tool. Magazines are distributed to all ESOL students.
REaDERsHiP anD sHELf LifEWe average over 40 thousand readers and our surveys tell us that readers retain 3 to 4 back issues in their possession. Average readers per copy 3.5.
• south carolina La Isla® Magazine of the Lowcountry & Coastal Empire
• Georgia La Isla® Magazine of the Lowcountry & Coastal Empire
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kimberly PistonCharleston Regional Publisher
Jonathan RiveraAccount Representative
Eric Esquivel President & Publisher
The Latino Resource Since 1999!
• charleston La Isla® Magazine Charleston
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La Isla® Magazine of theLowcountry & Coastal Empire
Julia belloAdministrator
Classified advertisements & Events
michelle cain Art Director
