Media Economics Group – Blog

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Televisa’s new Poder Hispanic debuted in July with 22 ad pages (out of a total 98 pages).  Estimated ad dollars ( at the new $29,500 page rate) totaled $665,225 (taking into account premium positions, etc).

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A little history:

Poder Hispanic is the result of the merger by Televisa Publishing of two of its principal titles: Hispanic magazine and Poder Enterprise. (Actually, more like Poder Enterprise absorbing parts of Hispanic).  Hispanic was Televisa’s general interest magazine for the Hispanic market.  Hispanic was acquired by Televisa from Hispanic Publishing Group in 2004.

Poder Enterprise – which targeted the U.S. Hispanic and Latin American business elite – was itself the result of a merger in 2008 of Poder (which Televisa had acquired from Page One Media) and Hispanic Enterprise (formerly Hispanic Trends) which Televisa also acquired from Hispanic Publishing Group in 2004.

Got all that?

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A boost for Poder?

The 22 ad pages in Poder Hispanic’s inaugural issue is  less that the average of 26.5 ad pages per issue for Hispanic Magazine over the past 12 months.  However, it is significantly higher than the 13.3 average ad page count for Poder Enterprise (U.S. edition) for the past 12 months.

The analysis for Poder Hispanic looks better, however, when looking at estimated revenue.  That’s because Televisa has boosted circulation of the new magazine to 400,000 – a jump of 100,000 0ver Hispanic‘s 300,000 rate base and four times as high as the 100,000 rate base for the U.S. edition of Poder Enterprise.  That increase in circulation translates into a new open page rate of $29,500 – an increase of $7,350 per page compared to Hispanic and $22,000 per page compared to Poder Enterprise.

So….in terms of ad dollars, Poder Hispanic‘s first issue brought in $665,225 (rate card) compared to $613,040 average per issue for Hispanic magazine and just $122,736 per issue for the U.S. edition of Poder Enterprise.

Overall this translates into a big boost in ad pages and revenue for the Poder franchise.  With a modest growth in average ad pages, this could also translate into an overall net gain in U.S. Hispanic ad revenue for Televisa .

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Who’s advertising?

Automotive, Government, and Finance (plus Diversity) were the top categories represented in Poder Hispanic’s July issue.  The top advertiser was GM with spreads for “GMC Sierra XFE” (inside front cover) and Chevy Traverse.

Diversity ads are well represented in the new magazine (as they were for Hispanic).   U.S. government ran recruitment ads for Marines, as did Liberty Mutual, Lockheed Martin, and Statefarm.  Supplier/Vendor diversity ads were prominent as well with program ads from Kraft, MasterCard, and Yum! Brands.

Please see below for a break-down of advertisers in the inaugural issue of Poder Hispanic:
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