Diversity Advertising in Hispanic Magazines Takes a Hit 2009

Having trended up in recent years, diversity advertising in Hispanic magazines has not been immune to the recession, falling an estimated 37% in the first eight months of 2009 (compared to the same period in 2008).  That decline is only slightly higher than the decline in overall ad dollars of 33% in Hispanic magazines this year.

Diversity advertising (Recruitment plus advertising for Supplier/Vendor diversity related programs) looks like it will have peaked last year at $11.6 million – accounting for 4.4% of overall ad spending in Hispanic magazines in 2008.  At this year’s pace ($4.2 million through August), Diversity advertising is not likely to reach even 2006 levels of $6.8 million.

Most of the growth that has occurred since 2002, has been in Recruitment/Diversity (which includes direct Recruitment ads as well as ads with a more generic employee diversity message).  The Recruitment/Diversity segment has nearly tripled from $3.5 million in 2002 to $9.9 million in 2008.  Meanwhile, the Supplier/Vendor diversity has been relatively flat, trending in the $1-$2 million per year range since 2002.

Four of the top ten Diversity advertisers this year have been U.S. military-related: U.S. Navy, U.S. Military (“Today’s Military” campaign), U.S. Marines, and U.S. Army.  However, spending for all except the “Today’s Military” campaign has fallen in 2009.

Other top private-sector Diversity advertisers include: State Farm, Walt Disney Company, Liberty Mutual, Verizon Communications, and Sodexo.

Source: Media-Economics.com

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