Sports magazines and newspapers, Will sports publishers shout goooooool?
TV and radio generally receive the biggest portions of advertisers’ budgets for Hispanic sports, but what about print media? The potential is there. Gordon Borrell, president of Borrell Associates, told Portadatm, that a sports publication targeted to Hispanics “might hit a sweet spot.” Borrell adds that in a “typical, daily newspaper CPMs run in the $18-$30 range. A targeted print publication, such as a Hispanic sports publication, might get as much as 50% more.” Toyota, Century 21, Budweiser, Sears and Volkswagen have already purchased print media space in sports publications geared toward Hispanics. However, Felix Sención, publisher of the bi-monthly magazine Fútbol Mundial, claims that “the market for sports print media targeted to Hispanics is still grossly underdeveloped.” Industry insiders add that advertising in Hispanic sports publications has a long way to go and blame the lack of momentum on the advertisers’ ignorance about sports popular with Hispanics (e.g. soccer), and th
