How large is the online hispanic newspaper advertising market?
Spanish-language newspaper websites still have a very small share of overall Hispanic online advertising. Websites like Univision.com, Batanga.com, telemundo.yahoo.com, terra.com and Starmedia are ad revenue leaders. In the general market, in 2005 online newspaper advertising amounted to $2 billion a year or approximately 5% of the $40 billion general market newspaper advertising market. Portada® estimates that the Hispanic newspaper market advertising market volume in 2005 was approximately $400 million ($325 million local advertising and $75 million national advertising). The Hispanic Internet is less developed and particularly the readers of Spanish-language websites often still lack e-mail access. This ratio implies that probably 1% – 2% of total Hispanic newspaper advertising is advertising bought at these newspapers websites (between $4 million and $8 million). Large advertising agencies are taking notice of Spanishlanguage newspaper websites. Chicagobased Tapestry recently bough
