FOR IMMEDIATE RELEASE: July 30, 2009
EL CENTINELA SUBSCRIBES TO PORTLAND LATINO MEDIA STUDY
Portland, OR – El Centinela has become the latest subscriber to the Rojo Research Portland Media Latino Study.
Last fall, Rojo Research performed comprehensive local market Spanish media consumer research in Multnomah, Washington, Clackamas, Marion, Yamhill, and Clark (WA) counties, dialing over 19,400 local Latinos to ultimately interview 472 respondents.
Although a state-wide publication, the 2008 Portland Latino Media Study shows 12.1% of Portland Latino adults -representing 18,292 individuals - have read the monthly published El Centinela during a 4-issue cume. El Centinela is published by Oregon Catholic Press, which also publishes the weekly Catholic Sentinel, the oldest Catholic Newspaper on the West Coast. The publication was established in 1870.
"We were quite surprised how widely read El Centinela is by Portland Latinos.” comments John Herron, CEO of Rojo Research. “Rojo Research is excited to assist the publication leverage its considerable readership consumer behavior data to increase advertising revenue, in spite of a challenging economy.”
El Centinela is the first newspaper to subscribe to the 2008 Portland Latino Media Study, joining Univision KUNP-TV and La Pantera group of radio stations.
Rojo Research captured over 400 data points on Hispanic media consumption, purchasing plans, shopping behavior and personal demographics from respondents in the Portland market. Hispanic media partners will leverage such data to underscore the value their audience and justify a return on investment for advertisers.
Tentative future markets for Hispanic media studies include Atlanta, Austin, Boston, Denver, Oakland, Orange County, Rio Grande Valley, San Diego, San Francisco, San Jose, and Santa Cruz/Salinas.
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