ORLANDO, Fla. -- The growing Hispanic market is just as likely to buy and read magazines as the general market in the U.S., with a greater emotional tie and emphasis on using magazines for education, said Wayne Eadie, senior vice president of research, Magazine Publishers of America, New York, at MPA's Retail Conference being held here in conjunction with the International Periodical Distributors Association, also New York, this week. The information is based on a telephone interview conducted with 901 Hispanic consumers and 250 general market consumers by Synovate Research, Chicago. The survey found that 72% of Hispanic respondents said magazines get them to try new things while 68% of general market respondents agreed. Sixty-eight percent of Hispanic respondents said they use magazines to learn how to make things while 43% of general market respondents agreed. -- Wendy Toth
MPA Conference: Hispanics Big Magazine Consumers
ORLANDO, Fla. -- The growing Hispanic market is just as likely to buy and read magazines as the general market in the U.S., with a greater emotional tie and emphasis on using magazines for education, said Wayne Eadie, senior vice president of research, Magazine Publishers of America, New York, at MPA's Retail Conference being held here in conjunction with the International Periodical Distributors Association, also New York, this week.