Reaching all generations of

Hispanics in English and Spanish

2017
Media Kit

8220 W. GAGE BLVD. #715, Kennewick, WA 99336

p: (509) 591-0495 f: (800) 790-4145 www.tudecidesmedia.com
T
ú Decides is the area’s first weekly bilingual newspaper with a mission to
provide all generations of Hispanics with a more balanced perspective and
keener insight into the issues of our time. In effect, each reader is given an
opportunity to decide for himself —‘tú Decides’.

The publication has a total distribution of 20,000 copies statewide with 650 locations
or drop sites, 10,000 copies in Eastern Washington and 10,000 copies in Western
Washington. In Eastern Washington, the weekly newspaper can be
found in 250 locations, including numerous smaller communities
throughout.

In Western Washington, the newspaper can be found at over

400 locations, with a reach that is as far north as Mt. Vernon
and as far south as Tacoma and all of the major cities in
between, such as Seattle and Bellevue.

Tú Decides is widely supported by our community’s business

and educational leadership. There has only been one language
choice for news related to Hispanic cultural, political and economic
concerns for years. Tú Decides offers a more cohesive approach to
information that really matters to our Hispanic readers in both English and
Spanish.

Tú Decides is now available at hundreds of area stores and restaurants, and new ones
added weekly. The content is completely in Spanish and English. We recognize the
Hispanic community is comprised of several variations of language preferences.

By printing stories in both languages, we can reach many generations, often within
the same household and also the English speaking community which have not been
traditionally reached by other Hispanic newspapers.

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 Reaching all generations of Hispanics
in English and Spanish

In all, 291,260 Hispanics live in the Seattle DMA. For the most part, many of the
Hispanics that reside in the Seattle market are English-dominant or “bilingual
English preferred.” According to Geoscape, more than 100,000 Latinos call
themselves English dominant. An additional 68,400 prefer to use English. At the
same time, 43,400 Latinos label themselves as Spanish-dominant and 43,150 others
say they are “bilingual Spanish preferred.

Advertising in our newspaper will have a major positive impact on your business
for several reasons:

1. Researchers have found that weekly and monthly newspapers stay in the home
about four times longer than daily newspapers for more multiple readerships.

2. We offer very low-cost full color displays to our advertisers. Again, researchers
have found that full color nearly doubles the readership of advertising.

3. Our multimedia approach is less expensive, covers a far broader spectrum of

local residents, and is more effective than any other publication.

The attached media kit will describe the target market and audience for tú Decides.
If you have any questions or comments regarding this media kit, please contact me
at (509) 308-4990.

Sincerely,

Albert Torres, CEO and Publisher

albert@tudecidesmedia.com
509-591-0495 Office 509-308-4990 Cell
www.TuDecidesMedia.com

Page 3
 Hispanic/Latino Market
MARKET DEFINITIONS MARKET OPPORTUNITIES
Hispanic: relating to or derived from the people, speech or • Size, growth and spending power
culture of Spain or Portugal. • Skews younger than the U.S. population
NOTE: Widespread usage of the term “Hispanic” dates back particularly strong teen market
to the 1970s, when the Census asked Hispanics to self-identify • Urban population concentrations (of one million or more
as Mexican, Puerto Rican, Cuban, Central/South American allows relatively easy geographic targeting
or “other Hispanic.”
• Pan-Latino identity: bound by common
Latino: people of “Latin-American” descent.
• Language (Spanish) and/or common
NOTE: While the terms Hispanic and Latino are used
interchangeably, they do have different connotations. • Immigrant experiences
Hispanic Trends, Hispanic Magazine’s polling firm, reported
that 65% prefer the term Hispanic, while 30% prefer Latino.
MARKET CHALLENGE
Our report uses both to refer to the same group, except when
quoting sources directly. • Hispanics hail from 20 different countries — each with
its own cultural nuances
• Varying levels of acculturation, language usage and
MARKET
assimilation, which can influence language preference
The impact of the growing Hispanic/Latino market is up
• 62% of all Hispanic adults have lived in the
almost 58% from 1990 to 2000, representing almost 15% of
United States 15 years or less.
the U.S. population and wielding $653 billion in purchasing
power in 2003. Hispanic/Latino buying is $686 billion dollars
as of 2004. Spending power in 2010 will be $992 billion, more VARIATIONS ON MARKET SEGMENTATION
than quadruple the $221 billion reported in 1990.
Researchers traditionally segmented the Hispanic/Latino
Now 43.5 million strong, Hispanics/Latinos are a fast- market by country of origin. But today they believe that length
growing, diverse ethnicity in the United States. With growth of U.S. residency,
surging nearly 58% from 1990 to 2000—more than four times language preference
the growth rate of the U.S. population—and almost another and usage as well
13% from 2000 to 2003, Hispanics/Latinos comprise 14.7% of as degree of accul-
the total population. turation should also
More significantly, the community is expected to keep guide marketers.
growing at a strong and steady clip — by 2010 it is estimated Discussions with
that there will be 56 million Hispanic/Latinos; by 2050, 30% leading advertis-
of the entire U.S. population will be Hispanic. From 2002 to ing agencies indicat-
2003, the purchasing power of Hispanics/Latinos climbed ed that most use a
more than 11% to $653 billion. variety of these fac-
By 2007, it will top $926 billion, according to the University of tors in determining
Georgia’s Selig Center for Economic Growth. The estimated their strategy.
8.7% compound annual growth from 2000-2007 is 80% greater
than that of the rest of the U.S. population.
Information from
Hispanic Market Weekly is included.
hispanicmarketweekly.com

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 Reaching all generations of Hispanics
in English and Spanish

ACCULTURATION LEVELS
Acculturated: Hispanics/Latinos who adopt or borrow Language use varies widely among Hispanics/Latinos
customs or traits from a different culture and are bilingual. according to whether they are at home, obtaining news
Assimilated: Those who leave information or at work.
their culture and customs behind 20%
Third-generation Hispanics/Latinos are more English-
for another. Isolated dominant speakers than first generation. Second-generation
Isolated: Hispanics/Latinos Hispanics/Latinos are the most bilingual.
who have recently migrated 20%
Assimilated
and speak only Spanish. 60% LANGUAGE USAGE BY HISPANIC ADULTS
Acculturated
Some marketers determine preference by the consumer’s
DID YOU KNOW? first language, physical location, degree of acculturation
• “Hispanic” is an ethnicity, not a race. and/or age.

• The Census tracks six races: White, Black, Asian,
American Indian/Alaska Native, Native Hawaiian/
Pacific Islander and “some other race.”
• The 2000 Census was the first that allowed Americans
to self-identify as multicultural. Seven million designated
themselves as multicultural.
• 48% of Hispanics identified as “White only”
• 42% of Hispanics identified as “some other race”
• 2% of Hispanics identified as “Black only”
• 2.2 million Hispanics also reported belonging to two
or more races
According to American Demographics, Hispanics whose
first language is Spanish prefer Spanish ads while those
who learned Spanish after, or in tandem, with English, favor
English ads.
However, acculturated Hispanics are equally devoted to
media in both languages, and it is therefore, believed that
their product choices are based on quality and appeal, not
language alone.
A study conducted by the Food Marketing Institute and Advo
found that more than half of Hispanics recalled bilingual
ads, while less than half recalled advertising that was either
Spanish or English only.

LANGUAGE PREFERENCE 16.92%

The issue of bilingualism especially among acculturated Spanish Only
Hispanics/Latinos is of particular interest — it continues to
fuel a 20-plus year debate on whether to advertise in Spanish 17.02%
or English. Bilingual Spanish
• 46% of Hispanics are Spanish-dominant speakers Preferred
• 23% are bilingual
• 63% speak Spanish at home
26.83%
Bilingual English Preferred

39.22%
English Only

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 Reaching all generations of Hispanics
in English and Spanish

Statewide Distribution
• Everson

•Burlington

•Arlington
• Snohomish
• Mill Creek • Lake Stevens
• Monroe
•Bothell
Mount Lake Terrace•
• Duvall
Seattle
•Kenmore • Woodinville
Edmonds •
Lake Forest Park •

Mercer Island •
Kirkland • • • Carnation
•Sammamish

• Fall City
• Belfair SeaTac•
•Burien •
Issaquah Snoqualmie • • North Bend
• Maple Valley • East Wenatee
Des Moines• • Covington

Shelton •
• Kent
•Auburn
University Place •
• Fife
• Pacific •Black Diamond

• Spanaway
• Tumwater

•Union Gap

Wapato•
• Sunnyside
Granger •Grandview • West Richland •
Prosser •

• Umatilla

• Hermiston OREGON
• Standfield

Zone 1 Zone 2
Western Washington Eastern Washington
Arlington Edmonds Lynnwood Sammamish Grandview Sunnyside
Auburn Everett Maple Valley Seatac Granger Toppenish
Belfair Everson Marysville Seattle Kennewick Union Gap
Bellevue Fall City Mercer Island Shelton Pasco Wapato
Bellingham Federal Way Mill Creek Shoreline Prosser West Richland
Black Diamond Fife Monroe Snohomish Richland Yakima
Bothell Issaquah Mountlake Terrace Snoqualmie
Burien Kenmore Mt Vernon Spanaway
Burlington Kent North Bend Tacoma
Carnation Kirkland Olympia Tukwila
Centralia Lacey Pacific Tumwater Northern Oregon
Covingtion Lake Forest Park Puyallup University Place
Hermiston Boardman
Des Moines Lake Stevens Redmond Vashon Island
Umatilla Standfield
Duvall Lakewood Renton Woodinville

Page 7
 Advertising Rates and Dimensions
Eastern or Western Washington Statewide
One time rates B&W Color B&W Color
Eighth page $110 $165 $165 $248
Quarter page $220 $303 $330 $455
Half page $440 $550 $660 $825
Junior Island $660 $770 $990 $1155
Full Page $880 $990 $1320 $1485
Double Truck $2,200 $2,475 $3,300 $3,712
Banner (1.75 x 1.5 corner of cover) $550 $825
Multi-Issue Discount
Four weeks 10%
Eight weeks 12%
26 weeks 15%
1 year 20%
Production Specifications
Tú Decides is printed at 300 dpi with a 150-line
screen in black and white and CMYK. Currently,
we accept digital advertising files on CD, by
email attachment if size appropriate, or placed
on our FTP site. Please contact your sales
representative for FTP information.
For best results, a press-quality PDF created
through Acrobat Distiller is preferred; please
do not export. Images should be at 300 dpi
at 100%, color set to CMYK, and all fonts
Ask your sales representative if you
embedded or made into outline. We can not
qualify for further discounts. If needed,
support Microsoft Publisher files at this time; if
we can also build your custom
necessary, please save your Microsoft Publisher
advertising in-house. Talk to your sales
document as a tagged image file at 300 dpi.
representative for more details.
Contact our production department for further
Upfront payment gets 5% discount! questions.

8 You Decide – A Bilingual Newspaper October 26, 2007 October 26, 2007 You Decide – A Bilingual Newspaper 8

Double Truck
centerspread
20.3125w x 11.5h

Quarter Page
vertical : 4.75w x 5.325h
horizontal : 9.625w x 2.625h
Eighth Page
horizontal : 4.75w x 2.625h
vertical : 2.325w x 5.325h Junior Page
7.25w x 10.75h Full Page
9.625w x 11.5h

Half Page
horizontal : 9.625w x 5.325h
vertical : 4.75w x 10.75h

Wisdom for your decisions Wisdom for your decisions

All dimensions are in inches.

* Advertising modules pictured below are for example only and not actual representations of size. See width by height information on each module for actual size.
Trim size of newspaper is 10.65”x12.5”.

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 Reaching all generations of Hispanics
in English and Spanish

Digital Advertising Rates

eNews Digital Newspaper www.TuDecidesMedia Web Page
Banner $200 Skyscraper 1 $200
Box $200 Skyscraper 2 $175
eNews Sponsor $300 Box $100

E-Newsletter Digital Newspaper www.TuDecidesMedia.com

Banner
220 x 135 px

Skyscraper 1
250 x 400 px

Skyscraper 2
250 x 400 px

Box
350 x 350 px

Box
250 x 250 px

eNews (noticias vía correo electrónico), our digital version of

the bilingual newspaper tú Decides (You Decide). The digital
newspaper is emailed to over 15,000 recipients. We can now
reach the largest demographic within the Pacific Northwest
eNews Sponsor
330 x 200 px
in English and Spanish especially the middle class Hispanic
community. The cost to advertise in the weekly digital news
paper email is $200 per issue.
Page 9
 8220 W. Gage Blvd. #715
Kennewick, WA 99336
For Sales Information:
Phone: 509-591-0495 Fax 800-790-4145
www.TuDecidesMedia.com
ADVERTISING AGREEMENT

Company Name:_____________________________________ Contact Person:___________________________

Address: ___________________________________ City: _____________________ Zip: ____________________
Telephone: ________________________ Fax: _______________________ Mobile: ________________________
E-Mail:_______________________________________________________________________________________

RUN DATES
Starting:_______________ Zone Side Schedule
Eastern English Side Consecutive Weeks
Ending: _______________
Western Spanish Side Every other week
Number of Weeks: _______ Statewide Alternate Sides Monthly
AD SIZES COST
Eastern or Western Washington Statewide Cost per Week: $ _______________
One Time Rates B&W Color_____ B&W Color
Eighth page $110 $165 $165 $248 Discount: $________________
Quarter page $220 $303 $330 $455
Half page $440 $550 $660 $825 Price after Discount: $_______________
Junior Island $660 $770 $990 $1155
Full Page $880 $990 $1320 $1485
Number of Weeks: $________________
Double Truck $2,200 $2,475 $3,300 $3,712
Total Cost: $____________
Flag $550 $825
MulTti-Issue Discount CREDIT CARD
Four weeks 10% Ask your sales representative if
Name:____________________________________
Eight weeks 12% you qualify for further discounts.
If needed, we can also build your
26 weeks 15% custom advertising in-house. Talk to Acct #: ___________________________________
1 year 20% your sales representative for more
details. CVV #: ____________ Exp. Date: _____________
Upfront payments get an extra 5% discount!
Billing Address (if different than the one above):
ALL SIGNED ADVERTISING AGREEMENTS ARE BINDING FOR THE STATED TERMS.
1Deadlines: Advertising copy is to be provided to tú Decides in compliance with Publisher’s established deadlines. _________________________________________
In the event of the failure of the advertiser to submit copy to be used in accordance with this agreement. tú Decides
will prepare and insert advertisements for with the advertiser agrees to pay.
Term: The advertisier agrees to run an ad in all consecutive months in accordance to this agreement. The Publisher
shall give the Advertiser the right to skip running an ad in one assigned issue during the contract term. If the Adver-
_________________________________________
tiser makes use of this option, the Advertiser agrees that the skipped ad will be added to the end of their contract as
well as one additional ad (two ads/issues total).
Content: The subject matter, form, size, wording, illustrations and typography of all advertising are subject to the approval of the Publisher. tú Decides reserves the right to edit, reject or cancel any advertisement at any time.
Liability: Tú Decides shall not be liable for any failure to print, publish or circulate all or any portion of an advertisement or of advertising image contracted for if such failure is due to acts of God, strikes, accidents or other
circumstances beyond tú Decide’s control. The Advertiser and the agency preparing or placing the advertisement each agrees that tú Decides is in no way responsible for any liabilities, damages and related costs and expenses
(including resonable attorney’s fees) resulting from publication of any advertisement of the Advertiser.
Payment: Contracts will be paid in a timely matter. If invoices are not paid in a timely manner, future ads will not be published. the advertiser is responsible for payment for the full number of contracted issues as indicated
above, reguardless of whether and ad is currently being published or not.
Past Due Account Policy: An account is considered past due when a payment has not been received 30 days after an ad has been placed. After 30 days the account will be assessed a late fee of $25 and a finance charge of
1.8% per month and will keep accruing until balance is paid. After 90 days, if payment is not received, the account will be sent to a collections services for futher action.
Camera Ready: Ad copy is considered “Camera Ready” when the production department does not have to make any changes in size, orientation, content or any other foreseeable work to a submitted adve-tisment. Tú Decides
cannot be held responsible for errors in camera ready ads that were prepared by the Advertiser, advertising agency, or graphic design company as camera-ready ads aren’t proofed by Tú Decides.
Credit Card Payment Authorization
*When credit card used for payment:
By signing below, I (Advertiser) authorize Tú Decides Media to debit my credit card in accordance to the agreed upon contract, all monies due, and or schedule of payments used to pay for the advertising services created by Tú
Decides Media. I (Advertiser) understand that all forms of refunds will be given in terms of services preformed by Tú Decides Media.

This agreement has been fully explained and/or translated to me.

Advertiser Signature:_____________________________________________ Date: ___________________

tú Decides Representative: ________________________________________ Date: ___________________