Are newspaper supplements targeting Hispanics effective advertising vehicles?
Newspaper inserts and supplements offer advertisers the best of both worlds: a clear target audience defined by the theme of the supplement, and reach, provided by a network of carrier newspapers. Both factors are important, particularly in regions where the Hispanic population is small or in large urban markets where Latinos are spread out within a diverse population (New York City). The oldest nationally distributed insert is Vista Magazine, based in Coral Gables, FL. Vista, which caters almost exclusively to national advertisers, was launched in 1985 and currently employs 13 full time employees. But large scale insert publishing for Spanish-speaking audiences is more advanced in Latin America, than in the U.S. The Wall Street Journal Americas, which was started by Dow Jones in 1994, is currently published in 18 major newspapers in 16 countries. Dow Jones recently started a similar effort in the US Hispanic market. An insert called The Wall Street Journal en español is published in f
