Publication Date

12-2010

Committee Chair

Fang Ren, Ph.D.

Committee Members

Mark P. Kumler, Ph.D.

Abstract

The Press-Enterprise is a publisher in Riverside County, California, which traces its roots to 1878. The Press-Enterprise began publishing daily sports news, local news, community events, and more. One of their products is the Spanish newspaper La Prensa, which is an information source for the Inland Empire‘s Hispanic community. La Prensa is available weekly and for free. Currently the newspaper is distributed through more than two thousands news racks and stores in the three different counties: Riverside, Los Angeles, and San Bernardino. In order to increase the number of subscribers for La Prensa, the marketing department of Press-Enterprise needed to know where the market is for the highest proportion of distribution of the Spanish newspapers to introduce home delivery for the Spanish product. Thus, the client needed to perform analysis to identify good market areas for home delivery of La Prensa. The Identifying Target Markets for Spanish Language Publication in southern California (ITMSLP) project helped to identify the neighborhoods where there is a Hispanic concentration. A Trade area analysis used to show the current distribution and aggregate the demographic information for the distributions‘ neighborhoods. Also, regression model was built to estimate the potentials of acceptance of home delivery of the newspaper and Find Similar analysis was conducted to show the recommended block groups for distribution. The final results were delivered to the client in the form of hard-copy maps and an online mapping application.

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Identifying Target Markets for Spanish Language Publication in Southern California (Poster)

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