Comments on: Where are the African American and Asian Fact Packs? http://www.thinkmulticultural.com/2009/07/29/wheres-the-african-american-and-asian-fact-pack/ Advertising in the multicultural mainstream Wed, 07 Dec 2011 16:01:24 +0000 hourly 1 http://wordpress.org/?v=3.2.1 By: Carlos Pelay http://www.thinkmulticultural.com/2009/07/29/wheres-the-african-american-and-asian-fact-pack/comment-page-1/#comment-7228 Carlos Pelay Thu, 30 Jul 2009 13:49:21 +0000 http://www.thinkmulticultural.com/?p=324#comment-7228 I can't speak to other media segments but, at least in terms of magazines, the AA market is actually bigger than the Hispanic market by a significant margin. According to BlackMagazineMonitor & HispanicMagazineMonitor, total ad dollars in AA magazines in 2008 were $346.1 million compared to $267.1 million in Hispanic titles (+30%). The largest AA title - Essence - had $107.2 million in ad dollars ...twice the ad dolllars of the largest Hispanic title - People en Espanol - with $53.3 million. I think the greater attention to the Hispanic market is (at least partly) a result of the rapid growth that's occurred since the 2000 census - not only population, but also media and ad dollars. Still despite that greater growth, there are sizable ad dollars being targeted to AA and Asian segments also that shouldn't be ignored. I can’t speak to other media segments but, at least in terms of magazines, the AA market is actually bigger than the Hispanic market by a significant margin. According to BlackMagazineMonitor & HispanicMagazineMonitor, total ad dollars in AA magazines in 2008 were $346.1 million compared to $267.1 million in Hispanic titles (+30%).

The largest AA title – Essence – had $107.2 million in ad dollars …twice the ad dolllars of the largest Hispanic title – People en Espanol – with $53.3 million.

I think the greater attention to the Hispanic market is (at least partly) a result of the rapid growth that’s occurred since the 2000 census – not only population, but also media and ad dollars.

Still despite that greater growth, there are sizable ad dollars being targeted to AA and Asian segments also that shouldn’t be ignored.

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