Study: Latino Newspaper Readership 50% Higher Than Mainstream Papers'

By: E&P Staff Spanish-language newspapers have 50% more readers per copy than mainstream English-language papers, according to study results released today by the National Association of Hispanic Publications (NAHP) Foundation.

The study, by Western Publication Research (WPR), looked at 94 audited Spanish-language papers and found they had an average of 2.89 readers per copy. By contrast, the study said, English-language newspapers average in a range of 1.9 to 2.1 readers per copy.

"Audited Hispanic newspapers are delivering a lot more readers to their advertisers than our mainstream competitors," NAHP Foundation Chair Eddie Escobedo Sr. said in a statement.

The results were the latest from a study conducted during the summer and fall by WPR to call the attention of Hispanic newspaper publishers to the value of auditing and to show media buyers that the niche papers can prove their circulation boasts.

In 1979, La Opinion, the Los Angeles daily, was first Hispanic publication to be audited, but it hardly started a trend. NAHP noted that in 1990 the number of audited Hispanic newspapers, magazines, or other print products was less than 20. It's 125 now, the organization says. The NAHP said audited Hispanic publications have a combined circulation of 9.9 million, and an estimated readership of 28.7 million.

"The NAHP Foundation is engaged in an ongoing campaign to increase understanding of what Hispanic print can deliver and how circulation audits can help achieve ROI for media buyers and publishers," said foundation CEO Thomas Oliver.


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