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Covering Latino Consumers: The History of B2B Trade Journals for Hispanic Advertisers, Marketers and the Media Industry
By Gene Bryan / CEO of Hispanic Media Sales, Inc., publisher of HispanicAd.com, Hispanic Market
Overview, Hispanic TV Upfront Report, Hispanic Social Report and Hispanic CMO.
Many in our industry do not know the history of the U.S. Hispanic advertising and marketing industry.
What occurred to me is that many in our industry are inherently oblivious to the history of the B2B and B4B trade journals dedicated to covering not only the U.S. Hispanic advertising and marketing industry, but also the U.S. Hispanic media, public relations and research industries.
Trade marketing coverage of Spanish-language advertising in the U.S. was virtually nonexistent until the late 1970s. One of the earliest reports on marketing and advertising to Hispanics we could find dates to September 19, 1966, as Broadcasting Magazine highlighted “The Spanish Market.” A general look at a potential growing opportunity, the article included no research, and no ratings. CLICK HERE to view.
During the 1980s, mainstream trade journals continued to offer little, if any, coverage of the U.S. Hispanic Market opportunity. However, three industry-focused attempts began.
The first attempt to produce a trade journal came in the 1982-1984. Eduardo Caballero, the founder of Caballero Spanish Media teamed up with editor Lisa Skriloff theCEO of Multicultural Marketing Resources, to publish a four-page flyer called Hispanic Age. This was mailed to key