Hispanic Papers Hang Hopes On Circulation Audits

Spanish-language newspapers are multiplying, and readership is growing, but advertising revenue remains hamstrung by weak or nonexistent circulation audits, industry experts said as they prepared for a summit that will address the issue.

The event, the National Association of Hispanic Publications’ Miami Ad Summit, takes place this week. The Washington-based association is in the midst of a major auditing push, which will be a central topic at the summit.

“We can’t afford to break or even bend those rules which determine legitimacy in the marketplace among newspapers in general and—at the end—determine our business viability,” said NAHP president Hernán Guaracao, publisher of Al Dia, a daily published in Dallas by The Belo Corp.

National print advertising in Hispanic publications has more than tripled from $82 million to $311 million since 1995, according to Kirk Whisler, president of Western Publication Research in Carlsbad, Calif.;