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While economic factors led to its brief existence, many U.S. Hispanic market executives took issue with its editorial coverage and its failure to promote the industry. Advertiser support diminished soon after its launch.
Inn 2004, Advertising Age decided to create the annual Hispanic Fact Pack supplement. This supplement quickly became the industry’s eagerly sought-after “facts” book; it was nearly cancelled in its first year due to lack of sales.
Hispanic Media Sales, Inc. approached Advertising Age publisher Crain Communications, and assumed marketing and sales efforts for the supplement. This ensured a decade of reader traction, growth and profitability.
The Hispanic Fact Pack offered key marketing and demographic data in conjunction with a controversial chart that drives a stake into the heart of the advertising industry—the ranking of all Hispanic-focused agencies.
This one chart has suffered due to a lack of credibility amongst industry professionals, who have criticized the chart for its perceived lack of transparency. This made many ad agencies wary of the Fact Pack, subsequently reducing their support of the publication over the years.
Advertising Age also had a section on its digital platform, AdAge.com, dedicated to the U.S. Hispanic market advertising industry. It was recently ended due to reader attrition and lack of advertiser support. This follows after a decision to part ways a partnership between the Advertising Age Hispanic Creative Awards competition and AHAA: The Voice of Hispanic Marketing, the annual Hispanic Agency advertising association.
The major mainstream advertising and marketing trade journals began abandoning their coverage of the U.S. Hispanic advertising and marketing industries due to their inability to produce profits. A lack of cultural insight and affinity to the market can also be pinpointed as a fault. At the same time, trade journals focused exclusively on the U.S. Hispanic Market gained traction, delivering comparable ROI for readers and advertisers.
OTHER VOICES THAT HAVE COME AND GONE
In 2001, PR Industry veteran Manny Ruiz launched Hispanic PR Monitor. This newsletter was delivered via PDF format to subscribers as a complement to his Hispanic PR Wire news service. The publication distributed its last edition in 2007, following the sale of Hispanic PR Wire to PR Newswire. CLICK HERE to view.
In 2009, Ruiz launched a new trade blog for Hispanic market PR professionals, using HispanicPRBlog.com as a platform to service the PR Industry and complement the newly launched social media and influencer event Hispanicize. Wire service Hispanicizewire was also born to help promote the event. At present, the blog serves to promote its sister platforms.
In the mid 2010s, Francisco Vargas began publishing a U.S. Hispanic creative publication titled Addictivo. Like many of the other trade journals discussed, it closed due to lack of reader traction, support and sales. Vargas currently serves as the general manager of Circulo Creativo, a non-profit association dedicated to highlight the creative discipline and talent in the U.S. Hispanic Market.