By: Mark Fitzgerald
In its latest effort to bolster the credibility of Latino newspapers and magazines, the National Association of Hispanic Publications (NAHP) is requiring all new members to have circulation audits by a recognized auditing company. Current voting members will be downgraded to associate members unless they have an auditor in place by the end of next year.
“Hispanic publications are an arduous medium to buy. They have different [page] sizes, different publication dates — and many of them are not audited. This is a first step towards credibility,” said Robert Armband, vice president of marketing for NAHP and associate publisher of La Raza, a weekly Spanish-language paper in Chicago.