EXPAND YOUR REACH Into the Hispanic Community and Grow Your Business

Transcription

1 EXPAND YOUR REACH Into the Hispanic Community and Grow Your Business

2 A GROWING MARKET A Sizable Market That Offers Potential THE MARKET With more than 56 million people, Hispanics or Latinos account for 18% of the total U.S. population. Here in Florida, the percentage is considerably higher. Demographic Profile of Hispanics Hispanics USA FL Orlando CBSA % Total Pop 18% 24% 28% Median Age <18 years old 33% 25% 28% 18 to 54 54% 54% 55% % 21% 17% College Educated 37% 47% 49% Cuban 3% 27% 7% Mexican 63% 15% 11% Puerto Rican 9% 21% 50% Other 25% 37% 32% Average HHI $57,700 $55,800 $49,400 HHI $50, % 40% 36% Hispanics make up 28% of the population in the Orlando Metro. This segment of the market is projected to grow nearly twice as fast as the national average over the next five years and will make up 32% of the Orlando population by Metro Orlando adults are 69% more likely to speak Spanish at home than the national average (22% vs. 13%). Hispanics are not just a large, growing ethnic group, but they also have considerable buying power. Hispanics aggregated income in Metro Orlando will jump from $10.2 million in 2015 to $12.4 million in When it comes to key demographics, Orlando Hispanics are younger and more educated than the average Florida Hispanic. Most local Hispanics are of Puerto Rican descent, which differs from the majority of Hispanics in the U.S. (Mexican) and the dominant Hispanic group in Florida (Cuban). Source: Nielsen 2015.

3 VALUABLE CUSTOMERS Facts About Hispanics Nationwide Hispanics are the fastest growing ethnic segment in the country. Hispanics report $96 per day in discretionary spending, well above the $90 adult average. Hispanic households will outspend non- Hispanic households over the remainder of their lifetimes. Hispanics reported being influenced by family when making purchase decisions to a greater degree than non-hispanics. 82% of U.S. Hispanics speak Spanish 82% speak Spanish 95% continue to do so advertising in Spanish advertising effectiveness customer loyalty Source: Media Post, 2014; Marketing Charts, 2014 and 2015; Pew Hispanic Center as published in Harvard Business Review, February 2014.

4 WE OFFER SOLUTIONS TO REACH THIS VALUABLE MARKET

5 OUR HISPANIC PRODUCTS WORK TOGETHER FOR YOUR BUSINESS El Sentinel: 135,000 Distribution Every Saturday El Sentinel.com: Unique Visitors: 28,300 Page Views: 108,400 Source: Orlando Sentinel ZPS Distribution; SiteCatalyst September 2014 August 2015 (monthly average).

6 EL SENTINEL Get results with El Sentinel, your solution for reaching Central Florida Hispanics. El Sentinel, the largest Hispanic newspaper in Central Florida, is an established, weekly Spanish-language broadsheet newspaper in its 13 th year of publication. It is produced in collaboration with South Florida s El Sentinel, Orlando Sentinel, and Tribune Publishing. Each week El Sentinel keeps its readers informed with three sections: NOTICIAS (NEWS): This section includes community and local news stories, consumer articles, immigration questions, health, and national and international news. The section also devotes space to news from Latin America and the Caribbean and an editorial page with local and international columnists. DIVERSION (ENTERTAINMENT): This entertainment section is where readers can find the latest on concerts, music, travel, movies, fashion and food. It also includes celebrity profiles and movie and restaurant reviews. DEPORTES (SPORTS): From local little league baseball and soccer teams, to the Orlando Magic, to the World Boxing Association, everything is covered. This section also includes business content and a weekly auto column. For daily updates, readers turn to ElSentinel.com.

7 READERS El Sentinel keeps you in touch with young, active, upscale Hispanic customers. EL SENTINEL READERS ARE: 60% women 55% between 25 and 54 years old 48% are married 41% have children at home 41% have a household income of $40,000 or more COMPARED TO THE GENERAL MARKET ADULT, EL SENTINEL READERS ARE MORE LIKELY TO: Attend a local theme park or attraction Take a vacation outside of the continental U.S. Spend more money on groceries in a typical week Send more text messages on a typical day Shop at a book store, toy store, clothing store or office supply store COMPARED TO THE AVERAGE U.S. HISPANIC ADULT, CENTRAL FLORIDA HISPANIC ADULTS ARE: 69% more likely to have read a Spanish-language newspaper in the past six months 18% more likely to have used a mobile device to read a newspaper in the past 30 days 53% more likely to listen to Internet radio 28% more likely to own a DVR Based on Orlando DMA adults; Average six-month readers of El Sentinel. Source: Scarborough Research 2014 & 2015, Release 1 (combined study) and Scarborough Research 2014 Multimarket Study, Release 2.

8 DISTRIBUTION We deliver Hispanics like no one else can reach a mass audience or a targeted geography. Serving the interests, needs and lifestyle of the local community like no other newspaper in the area, El Sentinel distributes in Orange, Seminole, Osceola, Lake & Volusia counties. Each Saturday, more than 135,000 copies delivered Free via home delivery (92%) and racks (8%) Localized insert capabilities Only local Hispanic print publication with this targeting capability Total Distribution = 135,393 Lake Distribution = 4,418 Orange Distribution = 70,033 Osceola Distribution = 36,598 Seminole Distribution = 17,320 West Volusia Distribution = 7,024 County Boundary El Sentinel Zip Zone Boundaries El Sentinel Distribution Area Source: Orlando Sentinel ZPS Distribution.

9 HISPANIC POPULATION BY COUNTY Orange County Hispanic Population: 375,000 Osceola County Hispanic Population: 156,300 30% 70% Other Hispanic 50% 50% Other Hispanic Orange County Hispanics: Will grow 19% in the next 5 years (by 2020) Largest number of Hispanic adults in Central Florida Osceola County Hispanics: Will grow 22% in the next 5 years (by 2020) Highest percentage of Hispanic adults in Central Florida Lake County Hispanic Population: 43,900 Seminole County Hispanic Population: 86,600 14% 20% 86% Other Hispanic 80% Other Hispanic Lake County Hispanics: Will grow 21% in the next 5 years (by 2020) Seminole County Hispanics: Will grow 19% in the next 5 years (by 2020) Volusia County Hispanic Population: 64,200 13% 87% Other Hispanic Source: Nielsen Volusia County Hispanics: Will grow 17% in the next 5 years (by 2020)

10 HISPANICS AND TECHNOLOGY Reach Hispanics online on the devices that are important to them. Research proves that Hispanics are early adopters of technology. BY THE NUMBERS IN METRO ORLANDO 93% the percentage of Hispanics with Internet access $ the average amount spent by Hispanics on Internet purchases in a year 88% the percentage of Hispanics who live in a household with a smartphone 8.33 the median number of text messages sent by Hispanics yesterday 112,600 the approximate number of Hispanics who read a newspaper on a mobile device in the past 30 days Source: Scarborough Research 2015, Release 1. EMBRACING TECHNOLOGY ElSentinel.com saw a 300% increase in page views in % of digital Hispanics pay attention to online ads, compared to 47% of the general population. Nearly 70% of digital Hispanics use mobile for search, while consuming five times more video than the general audience. Hispanics are five times more likely to use mobile apps than non-hispanics. Hispanics are the most active demographic on social media. They are 25% more likely to follow a brand than the general population. Source: Google Hispanic Marketing Forum, 2015.

11 ELSENTINEL.COM Speak to Central Florida Hispanics as they are entertained and informed on our site. ElSentinel.com offers dynamic, interactive ads designed to create the visibility you require. STRONG ONLINE PRESENCE: ElSentinel.com expands the print coverage by delivering breaking news, video, photo galleries and blogs for Central Florida s online Hispanic community. ONLINE TARGETED SOLUTIONS: Geographic targeting lets you target zip codes with a strong Hispanic population and present a custom message exclusive to those residents. Behavioral Targeting segments readers by what they read and search for on ElSentinel.com. Avg Monthly PVs: 108,400 Avg Monthly UVs: 28,300 Source: SiteCatalyst September 2014 August 2015 (monthly average).

12 ADDITIONAL DIGITAL OPTIONS OrlandoSentinel.com OrlandoSentinel.com has a long tradition of providing the news Central Floridians want, when it happens. In fact, our site is the #1 local news site in Metro Orlando, making us the first stop for residents looking for news, information and more. Targeting Options Behavioral Targeting to Hispanics Geo-Targeting Zip Codes to Areas with a High Concentration of Hispanic Residents/Subscribers Re-Targeting to Readers of ElSentinel.com Channel Through our TribX Partners Avg Monthly PVs: 23.8M Avg Monthly UVs: 4.8 M More Solutions to Extend Your Reach Extend your reach to target your ideal audience across the 14,000+ websites that make up one of the largest digital networks in the nation. Targeting Options Contextual Targeting and Keyword Search Re-Targeting Target by browser settings (English vs. Spanish), utilizing Spanish Keywords Category Targeting or Topic Targeting Hispanics Demographically Target Hispanics with Display and Video Spanish Language Targeting on Facebook Orlando DMA Mobile & Tablet Network Targeting the Hispanic Channel Orlando DMA Blasts Deliver your message directly into the inbox of Central Florida adults who have asked to receive information from the Orlando Sentinel and our partners. Target 504,000 addresses Targeted to Central Florida Hispanics Source: SiteCatalyst September 2014 August 2015 (monthly average).

13 SPECIAL OPPORTUNITIES - EVENTS 7 th Annual El Sentinel Latin Jazz & Art Festival Celebrating Hispanic Heritage Month Event Details: Date: September 2016 Location: Lake Concord Park/Casselberry Attendance: Estimated 8,000 (free to public) Click on link above to see video gallery

14 COMPETITIVE ANALYSIS Only in El Sentinel: Only Spanish-language newspaper in Central Florida with crosswords, comics and movie listings Most complete calendar of Hispanic community and entertainment events Stronger national advertiser presence Publication Frequency Weekly - Saturday Weekly - Thursday Coverage Orange, Osceola, Lake, Volusia and Seminole counties Orange, Osceola, Lake, Volusia and Seminole counties Format Broadsheet Tabloid Delivery Home Delivery (92%) & Rack (8%) Rack only Distribution 135,000 Weekly 35,000 Weekly Source: Orlando Sentinel ZPS Distribution; Pew Research Center, 2014.

15 COMPETITIVE ANALYSIS Compared to La Prensa, El Sentinel readers tend to be: Female Younger Employed Professional Spanish Language Dominant Demographic Profile Comparison Readers El Sentinel La Prensa Male 40% 45% Female 60% 55% Median Age Median HH Size Employed Full Time 44% 41% White Collar Occupation 26% 23% Working Women 33% 31% Median Value of Owned Home Spanish Language Dominant $156,300 $153,700 72% 65% Base: Orlando DMA; Read publication in the past 6 months. Source: Scarborough Research 2014 & 2015, Release 1 (combined study).

16 EL SENTINEL YEAR ROUND ADVERTISERS Major Retailers Extending Their Reach Through El Sentinel Preprints

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