Hispanic magazines received just 2.9% of total Hispanic media spending, compared to 17% for magazines in the general market, attendees were told. Some Hispanic titles discount up to 30% or 40% off rate card prices. Publishers estimated total spending on U.S. Hispanic magazines is about $140 million a year. Advertisers who have declined to buy into Hispanic magazines often cite too few titles, tiny reach, not enough accountability, and even the common refrain: “We don’t use print.” Hispanic Magazine Advertising