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2009
Planning Guide
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History
of Tempo
- TEMPO
is a Latino lifestyle and entertainment tabloid sized section
running the first Wednesday of every month inside the pages
of the New York Post.
- We
launched 6 years ago to target the 2nd, 3rd and 4th generation
Latino segment that is part of the mainstream, reads our newspaper
and appreciates the culturally relevant editorial environment
that we deliver.
- TEMPO
is written in English, reaching a young Latino professional
consumer and catering to the 1.9 million Post readers, of
which 336,178 are mainstream Latinos in the NY DMA/Tri-State
area.
- This
past year, TEMPO met tremendous milestones increasing the
newspaper's Hispanic readership by 19%.
- National
Advertisers include; American Airlines, Cubavera, Infiniti,
Absolut Vodka, McDonald’s, Coors, State Farm Insurance, Johnnie
Walker, Pepsi, Delta Airlines, Fidelis, Bacardi, Dunkin Donuts,
Bud Light, and Mercury Milan.
- Visit
Tempo Online at: http://www.nypost.com/tempo/
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TEMPO benefits
from the massive
circulation of the New York Post
a WHOPPING
702,488
Total Daily
Readership is 2,223,102
of which
16% are Hispanics
Source:
2008 (I) Scarborough Study; ABC Publishers Statement six months
ending 3/31/2008
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The New
York Post
has shown significant growth in
Hispanic
readership over the last seven years.
| Hispanic
Readers |
+/- |
%
increase |
| New
York Post |
+74,672 |
+33% |
| New
York DMA |
+332,850 |
+11% |
Today
the Post reaches
299,717 Hispanic readers |
Source:
2002 – 2008 (I) NY Scarborough Report (Mar 07 – Feb 08)
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Reader
Profile
The New
York Post reaches a quality, upscale Latino audience that exceeds
the market average in the most prestigious categories of employment,
income and education. The Post’s Hispanic readership is consistently
strongest compared to the total market in more elite income
and employment levels.
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%
comp |
|
| Index |
|
|
| Total
Adults |
|
|
| Men |
62.3
|
131 |
| Women |
37.7 |
72
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|
|
Basic Demographics |
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|
| Ages
18-24 |
14.2 |
86 |
| Ages
25-34 |
22.3 |
79 |
| Ages
35-44 |
27.5 |
113 |
| Ages
45-54 |
19.9 |
136 |
| Ages
55-64 |
11.0 |
122 |
| Ages
65+ |
5.2 |
69 |
| Ages
25-54 |
69.7 |
104 |
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| Education |
|
|
| Any
college (I+ yrs) |
31.0 |
134 |
| College
Grad |
9.0 |
112 |
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| Marital
Status |
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| Married |
44.0 |
95 |
| Single
(never married) |
37.9 |
99 |
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%
comp |
Index |
| Employment
|
|
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| Employed |
79.3 |
113 |
| Employed
Full-Time |
66.7 |
130
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| Total
White Collar |
37.9 |
117 |
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Household Income |
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| $50,000+ |
56.8 |
133 |
| $75,000+ |
40.5 |
136 |
| $100,000+ |
20.3 |
121 |
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| Individual
Income |
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| $35,000+ |
46.5 |
141 |
| $50,000+ |
31.5 |
199 |
| $75,000+ |
17.0 |
230 |
| $100,000+ |
5.1 |
183 |
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| Median
HHI |
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| Post
readers |
$77,734 |
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| Total
NY DMA |
$71,436 |
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Source:
2008 NY Scarborough Report (I); Base: Hispanic Adult Readers;
Market Index = 100
Tempo
readers enjoy taking vacations.
| Demographics |
New
York Post |
NY
Daily News |
| |
Comp
% |
Index |
Comp
% |
Index |
| Visited
a Casino, past 12 mos. |
36.9 |
119 |
35.8 |
115 |
Attened
a Pro-Sports Event,
past 12 mos. |
56.2 |
143 |
52.0 |
133 |
Taken
a Gambling/Casion Trip,
past 12 mos. |
10.3 |
108 |
8.6 |
89 |
Take
3+ trips to Atlantic City,
past 12 mos. |
11.4 |
122 |
9.1 |
96 |
Taken
a Theme Park Vacation,
past 12 mos. |
16.5 |
127 |
14.8 |
114 |
| Taken
3+ Domestic Trips, past 12 mos. |
42.0 |
123 |
39 |
114 |
| Used
a Day Spa, past 3 mos. |
5.3 |
189 |
2.8 |
102 |
| Belong
to a Health/Excerise Club |
21.8 |
127 |
15.9 |
93 |
Tempo
readers enjoy dining out.
| Demographics |
New
York Post |
NY
Daily News |
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Comp
% |
Index |
Comp
% |
Index |
| Spent
$100+ at a sitd-down restaurant |
9.3 |
144 |
8.4 |
130 |
Eaten
at a sit-down restaurant 3+,
past 30 days |
45.5 |
118 |
40.2 |
104 |
| Eaten
fast-food 10+, past 30 days |
15.7 |
133 |
12.0 |
102 |
| Spent
$125+ on groceries, past 7 days |
41.9 |
104 |
34.7 |
86 |
| Spent
$150+ on groceries, past 7 days |
30.0 |
103 |
23.5 |
81 |
| Drank
any beer, past 30 days |
53.2 |
116 |
51.7 |
113 |
Drank
any domestic light beer,
past 30 days |
29.1 |
117 |
27.4 |
110 |
Drank
any domestic regular beer,
past 30 days |
27.8 |
136 |
23.1 |
113 |
| Drank
any whiskey, past 30 days |
16.0 |
149 |
13.4 |
125 |
Tempo
readers are your target audience.
| Demographics |
New
York Post |
NY
Daily News |
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Comp
% |
Index |
Comp
% |
Index |
| Have/Use
an ATM card |
41.0 |
118 |
40.7 |
117 |
| Have
an IRA |
11.5 |
114 |
8.9 |
88 |
| Have
investments |
44.7 |
121 |
42.4 |
115 |
| Value
of household investments $250,000+ |
9.8 |
124 |
9.0 |
114 |
| Have
life insurance |
48.9 |
121 |
46.5 |
115 |
| Self-employed |
10.3 |
111 |
9.0 |
96 |
| Own
a computer |
73.5 |
115 |
70.9 |
111 |
| Planning
on continuing education education, next 12 mos. |
18.7 |
126 |
13.8 |
93 |
Tempo
readers like to shop.
| Demographics |
New
York Post |
NY
Daily News |
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Comp
% |
Index |
Comp
% |
Index |
Purchased
audio/video supplies,
past 12 mos. |
62.6 |
113 |
61.7 |
111 |
| Purchased
furniture, past 12 mos. |
31.3 |
124 |
30.7 |
121 |
| Purchased
carpeting, past 12 mos. |
22.8 |
113 |
18.2 |
90 |
Source:
2008 NY Scarborough Report (I); Base: Hispanic Adult Readers;
Market Index = 100
2008 EDITORIAL CALENDAR
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January
7
February
4
March
4
April
1
April
29
June
10
July
1
August
5
September
2
October
7
November
10
December
2
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The
Predictions issue
Sexy/Valentine's
Issue
Sports
Extravaganza
The
Music Issue
The
5 de Mayo Issue
Puerto
Rican Day Parade
Red
Hot Summer Issue
Latino
Cuisine
Hispanic
Heritage Month
TEMPO’s
6th Anniversary
Latin
Grammys Sneak Peek
Celebrate
a Latin Holiday!
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NOTE:
Themes and dates are subject to change based on unexpected
newsworthy stories that may arise.
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2009
Publication Calendar
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Jan
2009
Issue:
Jan 7
Res: Dec 31
Mat: Jan 2
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Feb
2009
Issue:
Feb 4
Res: Jan 28
Mat: Jan 30
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March
2009
Issue:
Mar 4
Res: Feb 25
Mat: Feb 27
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April
2009
Issue:
April 1
Res: Mar 25
Mat: Mar 30
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May
2009
Issue:
April 29
Res: April 22
Mat: April 25
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June
2009
Issue:
June 10
Res: June 3
Mat: June 5
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July
2009
Issue:
July 1
Res: June 24
Mat: June 26
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Aug
2009
Issue:
Aug 5
Res: July 29
Mat: July 31
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Sept
2009
Issue:
Sept 1
Res: Aug 26
Mat: Aug 28
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Oct
2009
Issue:Oct7
Res: Sept 30
Mat: Oct 2
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Nov
2009
Issue:
Nov 10
Res: Nov 3
Mat: Nov 6
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Dec
2009
Issue:
Dec 2
Res: Nov 25
Mat: Nov 27
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2009
ONLINE OPPORTUNITIES
We are looking
to partner with other Latino driven sites and link TEMPO stories
into other NYPost.com sections to build traffic to TEMPO Page
Online.
- TEMPO
Blog Sponsorship
(20,000 page views in 3 months)
- Banners
on nypost.com daily e-newsletter that is distributed to over
100,000 subscribers (added value based on schedule)
Tempo
Advertisers
Ratecard
Modular
Sizes
| DAILY |
Full
Page |
3/4
Page |
2/3
Page |
1/2
& Jr. |
1/3
Page |
1/4
Page |
| Frequency |
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| 1x |
$27,781.38 |
$28,836.04 |
$18,520.92 |
$13,890.69 |
$9,260.46 |
$6,945.35 |
| 3x |
20,642.82 |
15,482.12 |
13,761.88 |
10,321.41 |
6,880.94 |
5,160.71 |
| 6x |
18,578.34 |
13,933.76 |
12,385.56 |
9,289.17 |
6,192.78 |
4,644.59 |
| 12x |
16,701.30 |
12,525.98 |
11,134.20 |
8,350.65 |
5,567.10 |
4,175.33 |
Ad
Dimensions
| Mod.
Unit |
Inches |
Columns |
Mechanical
Width x Depth Inches |
| Full
Page |
66 |
6 |
9
3/4 x 11" |
| 3/4
Page |
49.5 |
6 |
9
3/4 x 8 1/4" |
| 2/3
Page |
44 |
4 |
6
1/2 x 11" |
| 1/2
H Page |
33 |
6 |
9
3/4 x 5 3/8" |
| 1/2
V Page |
33 |
3 |
4
13/16 x 11" |
| 1/2
Jr. Page |
33 |
4 |
6
1/2 x 8 1/4" |
| 1/3
Page |
22 |
2 |
3
/8 x 11" |
| 1/4
Page |
16.5 |
3 |
4
13/16 x 5 3/8" |
Color
Rates - In addition to cost of ad
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4
Color |
Spot |
| Full
Page |
30% |
20% |
| 1/2
< Full Page |
30% |
20% |
| 1/4
< 1/2 |
30% |
20% |
Color is
subject to availability. 1/4 page minimum ad size.
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For
more information on rate packages
please contact John Daye at (866) 329-3261 (DAYECO1)
or
email dayeco@msn.com
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