San Francisco/Oakland Area Offers Future Glimpse for DFW Spanish Media

Al Dia and La Estrella editors should read this story in this week's AdWeek because it what most likely will happen here in the DFW in the years to come. San Francisco/San Jose, like most major metro areas, is experiencing a growth in Hispanic population. But what news editors and managers do not understand is -- where is the money or ad revenue. 

Spanish-language print publications, just like here in Dallas-Fort Worth, have struggled to hold onto readers and ad revenue as the Internet grows. But newspapers editors are discovering new ways to reach the pockets and purses of the growing Latino population -- fully loaded - bilingual web sites. 

Frank Andrade, co-publisher of the bilingual weekly La Oferta in San Jose, noted, "The more sophisticated readers will read print and online. But the immigrant market won't." Media buyers note that the Internet is increasingly used by advertisers to reach Hispanics, at least when budgets are large enough to extend beyond broadcast. The same holds true for local cable TV buys. The magazine states that editors and publishers need to better understand the changing Hispanic community.
"It's a very bifurcated community," said the San Francisco-based demographer. "You have the educated elite who have left their home countries and have done quite well. Then you have those who are almost economic refugees who are pushed out of their home countries because of the lack of opportunity." Read more.