In order to evaluate your target audience and see how the market is, one must evaluate how the competitors are doing and their readership. I first started looking at my direct competitors in the Central Florida area that had a Hispanic entertainment publication and who targeted the same audience, but found that the information for those competitor's websites were not available in sites such as www.quantcast.com in order to research their audience and see the trends. In order for me to conduct this research I had to go to local English only publications and national publications that targeted the Hispanic audience. Here is a research of the top 3 competitors based on the local and national market:
OrlandoWeekly
6 month traffic (11/2009 – 4/2010)
Their audience traffic decreased from an estimated amount of 55.5k visits in November to about 20k in mid December. It has showed an increase to almost as much as 70k in the first two months of 2010, but it has been decreasing traffic since mid march.
The target audience of this publication is not directly related to the target audience of my future publication, but it does reaches out to young professionals in the Central Florida market, which also includes Hispanic American young professionals.
6 month traffic (12/2009 – 6/2010)
Traffic to their website has been stable with an audience of about 55k visitors during the past six months. There is a notable increase in visitors in the months of April and May and going into June. This increase is probably due to the fact that they just published one of their most popular issue, which showcases the top 50 most beautiful Hispanics.
Audience for the magazine is mainly from Latin America and living outside of the United States, with it being 38.8k compared to the Hispanic audience living in the United States which is 15k.
6 month traffic (12/2009 – 6/2010)
Traffic to their website has been around the 7k mark for the past 6 months, although it had a decline in January 2010 with a quick recovery on that same month; it is showing a decline during the month of May into June 2010.
Audience for this magazine is equally distributed between Hispanics in and out of the United States.
Here is a list of potential direct competitors based on my market and target audience in Central Florida. These websites unfortunately were not available for audience research.
Epiko magazine - www.epikomagazine.com
Hang Out Magazine - www.hangoutmagazine.com
Enlaces Magazine - www.enlacesmagazine.com
Ahora Orlando – www.ahoraorlando.com