#2 IS #1 WASHINGTON STATE THE IDEAL LOCATION TO TEST THE HISPANIC MARKET 22 YEARS GROWING ALONG WITH THE WASHINGTION STATE HISPANIC MARKET

Transcription

1 #2 IS #1 WASHINGTON STATE THE IDEAL LOCATION TO TEST THE HISPANIC MARKET 22 YEARS GROWING ALONG WITH THE WASHINGTION STATE HISPANIC MARKET AT A GLANCE EDITORIAL OVERVIEW ADDED VALUE PROGRAMS THE MARKET DISTRIBUTION MEDIA PLANNER DIGITAL AD SPECS RATES CONTACTS

2 AT A GLANCE

3 at a glance The paper was first founded in 1989 and throughout our twenty two years of publishing in the Washington market, we have focused on quality, commitment to community and unmatched service to our advertisers. Today, El Mundo has a modern design with plenty of visual aids to better engage our readers with its first class editorial content, a powerful partnership with Kiro 7 the local CBS affiliate and other local radio stations to share information about the Hispanic Community and a wide and strategic distribution which covers the key Hispanic population zip codes. The company holds two divisions: El Mundo, the largest Spanish Newspaper in Washington State and The Lab, a strategic communications unit. By 2011, the Census Bureau will have released the data that for sure will show impressive numbers about the Hispanic Community in Washington State and the entire country. El Mundo will be prepared to assume the challenges that come with this new reality keeping its promise to be the voice of the Hispanic/Latino community, providing news and information that is relevant and useful in the lives of our readers.

4 STAYING LOCAL

5 staying local El Mundo includes articles from contributors at the local level that know the community and can provide a perspective that readers can relate to. Contributors will come from a pool of community leaders who understand our local community and its language, and will be able to engage the local retailers and outlets as active participants. By keeping their finger on the pulse of the community, these contributors will help El Mundo better serve its readers and advertisers. Local print will be the element to tie content to El Mundo which becomes an incentive for our writers to stay on board for the content to be viable and continuous. There will be 3-4 annual compilations of the most successful portions rated based on visiting the website.

6 ADDED VALUE PROGRAMS

7 added value programs El Mundo does not just offer blank spaces to place your advertising. Our strategic communications unit also designs and distributes custom publications that can give you the exposure you need at the right place and at right the time. We are also able to tailor value added programs for your organization that work in harmony with your brand strategy and enhance the impact of your communication. Our team can provide special ROI summary reports after each campaign. Clients and agencies can easily visualize the impact of their advertising and interactive campaigns.

8 added value programs Letters to Santa Interactive Print Origami Letter from your Valentine Front page exposure SPADEAS

9 THE MARKET

10 According to the Selig Center's Study, Multicultural Economy, Washington State is ranked 13th in Buying Power between 2004 and East (1) Yakima/Tri-Cities 13th in Buying Power General Merchandise $228 Million Food Stores & Supermarkets $1 Billion Apparel & Accessories $192 Million All Other Retailers $448 Million Furniture, Appliances $128 Million Restaurants & Fast Food $384 Million Population 168,000 Buying Power $2.3billion West (1) Seattle/Tacoma Population 285,600 Buying Power $3.7billion Drug & Variety Stores $96 Million Automobile Dealerships $448 Million Total WA (2) (2008) Population 680,000 (Est.) Buying Power $9.5Billion Auto Aftermarket Repair/Fuel$ 192 Million Source (1),(2),(3) Larson Northwest Hispanic Market Report

11 our readers Washington State, the Ideal Location to Test the Hispanic Market Gender Male/Female Ratio 51%/49% Age Media age 38 Income Average Income $64,100 Earn more than $150,000 12% Marital Status Married 60% Single 40% Education Some High School or less 6% Graduated High School 39% Some College 30% Graduated College 23% Completed Post Graduate 2% The Hispanic Population in Washington has more than doubled since According to the state Office of Financial Management, the Hispanic/Latino Population continues to be largest minority group in the state and reached more than 611,000 in %USA %WA Mexican Central & South America Puerto Rico Cuban Other Hispanics Total Although Seattle-Tacoma is not perceived as a top DMA Hispanic market, the Reality is that Washington State is a very solid emerging Hispanic market where you can find from new immigrants to fully acculturated people in just one buy. Washington State's Hispanic population is above 650,000 and is 10% of the overall population of the State There are 62% native born Hispanics vs. 38% foreign born Hispanics 74% of Washington State Hispanics are under 39 years.** *Nielsen Research, Inc. Estimates used throughout the television season, effective September 25, 2010 **Pew Hispanic Center. Characteristics of the Population in Washington, by Race, Ethnicity and Nativity: 2008 Hispanic Latino Percent: Washington State 9.1% - USA 14.8%

12 DISTRIBUTION

13 distribution El Mundo is a weekly newspaper with an Average Gross Distribution of 18,416, Average Net Press of 20,000 and an Average Readership of 65,000 per week*. El Mundo circulates each Thursday by 12 noon. *Each Hispanic newspaper is shared for an average of 3.25 persons according to the NAHP Auburn Federal Way Bellevue Bellevue Bellevue Bellevue Bellevue Bothell Bothell Bothell Edmonds Issaquah Kent Kent Kirkland Kirkland Lynnwood Lynnwood MountlakeTerrace Redmond Renton Renton Renton Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Shoreline Seattle Seattle Seattle Burien Burien Tukwila Des Moines Everett Everett Everett Everett Arlington Burlington Bellingham Everson Marysville Monroe Mount Vernon Snohomish Tacoma Tacoma Tacoma Fife Tacoma Tacoma Olympia Olympia Olympia Olympia Centralia Chehalis Vancouver Wenatchee East Wenatchee Cashmere Dryden George Leavenworth Malott Manson Monitor Moses Lake Palisades Quincy Tonasket Warden Grandview Yakima Sunnyside Topenish Kennewick Pasco Othello Richland Royal City

14 distribution Washington State Hispanic Population per county 2007 Adams 9,089 Asotin 499 Benton 25,071 Chelan 15,891 Clallam 3,096 Clark 26,831 Columbia 293 Cowlitz 6,200 Douglas 8,771 Ferry 239 Franklin 33,985 Gardfield 69 Grant 29,403 Grays Harbor 4,868 Island 3,439 Jefferson 797 King 137,273 Kitsap 11,102 Kittitas 2,515 Klickitat 1,834 Lewis 5,392 Lincoln 285 Mason 3,516 Okanogan 6,314 Pacific 1,462 Pend Orelle 336 Pierce 56,428 San Juan 503 Skagit 16,373 Skamania 590 Snohomish 46,697 Spokane 16,895 Stevens 1,019 Thurston 13,738 Whakickun 110 Walla Walla 10,292 Whatcom 12,361 Whitman 1,599 Yakima 94,740 SEATTLE Thurston Lewis Clark We cover Washington's Key Hispanic Markets.

15 MEDIA PLANNER

16 JANUARY Año Nuevo Día de Reyes Martin Luther King Day Hispanic Legislative Day media planner FEBRUARY Valentine s Day President s Day APRIL Apple Blossom Wenatchee Spring Fair Puyallup MAY 5 de Mayo Día de la Madre Northwest Folklife Festival de Mariachi NCW JUNE Día del Padre JULY Dia de la Independencia Hispanic Sea Fair Tacoma Freedom Fair AUGUST Evergreen Fair Monroe SEPTEMBER Día del Trabajo Puyallup Fair Fiestas Patrias OCTOBER Mes de la Hispanidad Nuestra Belleza Latina NCW 2010/11 Halloween/Día de Los Muertos NOVEMBER Día de los Veteranos Día de Acción de Gracias DECEMBER Cartas a Santa Navidad

17 RATES

18 Advertising Rates: Effective Through December 2011 Electronic: We accept JPG, PDF, and transmissions at For electronic requirements, call our Production Department at (509) mensions (Offset) Page dimensions: 11.5 wide, 21.5 deep. 6 columns to the page; each column, wide;.1245 between columns Print area: Full page, wide, 20.3 deep, Half page wide wide, deep column inches to the page approximately Halftone screens: 85 lines. Column width for ads: 1 Col: Col: 3.458, 3 Col: 5.25, 4 Col: Col: Col: Double Truck: 13 Col: 22.5 Pre-Printed Insert Rates:

19 rates El Mundo Advertising Rates and layout options Open Rate: $14.00 per column inch Pricing is per insertion; El Mundo prints weekly on Thursdays, deadline is Monday 10AM prior; translations 1 week prior to print. Additional fees apply for color. 20% surcharge for guaranteed position in the paper. Valid through Discount rates for multiple insertions. Full Page 120 Column Inches 6 x 15 5 x 18 4 x 20 3/4 Page 90 Column Inches 1/2 Page 60 Column Inches 1/3 Page 40 Column Inches 6 x 5 5 x 6 4 x x 10 2 x 15 1/4 Page 30 Column Inches 1/8 Page 15 Column Inches Broadsheet format: 6 columns wide and 20.3 deep; each column wide

20 CONTACT INFORMATION

21 HQ Western Washington: Gustavo A. Montoya, President/CEO Cel contact information HQ Office Western Washington: NE 124th Street, PMB 441 Kirkland, WA tel fax Mailing Address and Accounts Payable NE 124th Street # 441 Kirkland, WA Eastern Washington: 112 N. Mission St. Wenatchee, WA, tel fax info@elmundous.com Accounts Receivable PO Box 2231 Wenatchee, WA billing@elmundous.com California: 1833 E 17th Street # 210 Santa Ana, CA tel fax info@elmundous.com Martha I. Montoya, Publisher tel martha@elmundous.com Carlos Rossetti, Chief Editor tel carlos@elmundous.com Charles Harrison Moreira, VP Finance & Development tel charles@elmundous.com Gabriel E. Fernández Sr. Media Consultant tel gabriel@elmundous.com Eastern Washington: Luis Álvarez, Office Manager Classified Advertising Accounts Receivable P. O. Box 2231 Wenatchee, WA, tel fax classifieds@elmundous.com Joe D. Carrillo Media Consultant tel fax joedcarrillo@elmundous.com IS Coordinator tel insidesales@elmundous.com Lala Almaráz Editora / Diagramación Janet Garcia, Corresponsal y Editora Joseph Zambrano, Corresponsal Teresa Vásquez, Editora editorial@elmundous.com