Reaching the Hispanic Market Offers Huge Opportunity for Community Media Companies, Especially on the Mobile Front

Robert Gordillo, author of the Hispanic business plan.
Robert Gordillo, author of the Hispanic business plan.

The U.S. Hispanic market is now over 46.9 million in population with purchasing power slated to clear $1 trillion in 2010. U.S. Hispanic purchasing power has grown at a rapid pace, more than doubling over the past two 10 year periods and has grown 100% since 2000, far outpacing that of non-Hispanic spending.

Many markets served by community media companies have a significant Hispanic population but few are able to reach this growing audience in an effective way. Those community media companies that want to do a better job reaching the Hispanic community in their markets should consider the hiring or contracting of Hispanic journalists and sales executives. A Spanish language option on your web site is also a terrific idea (although translation issues can be tricky). And be supportive of organizations and events that are organized by the Hispanic community (and be sure to cover them in print and online).

A unique opportunity exists to reach the Hispanic community in your market via the mobile device. Consider this research that shows that Hispanics are ahead of the curve when it comes to mobile (source: M: Metrics):

  • Approximately 71% of English-speaking Hispanics are engaged with mobile content vs. the markets average of 48%
  • Hispanic cell phone users skew younger (18-34 age group comprises 51.5% of the total Hispanic mobile population compared with 31% for the entire U.S. mobile population)
  • Hispanics are more inclined to access news and information via mobile browser — at 18.8%, compared with 9.6% for all subscribers (we know that these numbers are currently increasing dramatically)
  • The pattern of above-average, active, engaged usage of mobile content is present in nearly all activities — ringtone purchases, photo messaging, trading video and frequently using mobile phones to access a wide array of news and information services.

There is a tremendous opportunity awaiting companies looking to enter the mobile arena targeting the U.S. Hispanic market. is excited to announce the launch of Spanish language on the site and a major Hispanic media sales effort. See related press release below: to Launch Hispanic Media Sales Effort

Robert Gordillo to Lead National Hispanic Sales & Media Relations

May 21, 2010 —, the national advertising circulars, deals, coupons, and travel specials Web site, is announcing a Hispanic media sales effort to provide Spanish-speaking consumers instant access to online circulars, deals, coupons and more through a Spanish language option on the site.

Robert Gordillo has been contracted to launch national Hispanic sales and media relations efforts for Mr. Gordillo has more than 15 years experience as a multimedia advertising professional in general market and Spanish language media, both with agencies and media organizations, including Spanish language print, television, and online media.

“We are thrilled to be working with Mr. Gordillo and fortunate to have someone with his extensive Hispanic media and advertising background leading this effort,” said Nancy Lane, president of “ is entering the Hispanic market because it is an underserved target for shopping sites and, in particular, mobile advertising which will be a prominent part of the model going forward.”

Mr. Gordillo will oversee all aspects of the Hispanic marketing plan, including national sales and securing Hispanic media partners, a key element to the zip2save model. “The Spanish language feature will provide a new and robust online advertising option that will help Hispanic media organizations add to their internet media mix without the hurdles of initial start up costs, Web site creation, and ongoing maintenance. It is a tremendous opportunity for media partners to instantly broaden their advertising revenue base, reaching consumers with new media assets that have very specific appeal,” said Gordillo.

The Spanish language feature is expected to go live on in early June 2010, and the first Hispanic media partners should be up and running closely thereafter. For additional information, please contact Robert Gordillo at 866-451-5567. represents an unprecedented newspaper industry-wide effort, as more than a thousand community newspapers and local niche publications from across the United States joined forces last fall to launch this advertiser- and consumer-friendly site, in partnership with Suburban Newspapers of America (SNA) affiliate LocalPoint Media and Metroland Media Group.