Due to the 24/7 real-time nature of the Internet, it is no surprise that it is the #1 medium for news consumption in the United States by far. Nearly half, fully 49% cite the Internet as the primary source to find news during Mar ‘10 as noted by Chart #1.

Chart #1:

News stories (28%) ranked 5 th between movie previews (33%) and full-length movies (23%) as type of online video viewed on a regular basis as exposed by Chart #2.

Chart #2

This bodes well for advertisers targeting news content for their display campaign placement, as fully 20% of those exposed to display campaigns searched on the advertised brands and 29% actually visited the advertiser site according to Chart #3.

Chart #3:

Online news consumption by Hispanics has steadily increased over time, rising from 70.4 % reach during Sep ’09 to 86.8 % reach during Jun ’10. This may partly be due to staying abreast of immigration reform & Arizona’s SB1070. While % reach has increased among Latinos online news viewing, they are actually 4% less likely to partake in the news category vs. the average Internet user during Jun ’10 (96 comp index UV.) 1

Our news coverage is resoundingly popular, of which 79.5% of Terra News visitors are Hispanic, 529% more likely to visit (629 comp index UV) and generate 710% more page views on Terra News vs. any other site (810 comp index PV.) Perhaps because citizenship inquiry can be initiated by law enforcement on “reasonable suspicion” by SB1070, it is actually the Spanish Primary/Bilingual Hispanic Internet Users that generate 1,766% more page views (1866 comp index PV) on EZTarget Media – News vertical, Terra’s advertising network, and are 13x more likely to visit (1389 comp index UV) than any other site during Jun ’10.

Chart #4

One example of Terra’s exclusive news coverage is a video interview of a Mexican immigrant walking from California to DC to start a dialogue due to concern of SB1070.

Our very own Erika Montoya who produced the video of the walker points to the fact that mainstream news misses what we catch.

“Terra Noticias has been reporting the news from the field, covering the angles that the mainstream media has often overlooked.

We look for the stories with a human component to it, told by the ones who are being directly affected. We let the people with their own voices, tell their own stories. That is the essence of journalism.”

Erika Montoya

Senior News Editor

Terra.com

In addition to covering news relevant to Latinos, the Internet provides the opportunity for our visitors to discuss and comment with each other in a piece titled Locuras por la ley de Arizona SB1070. Terra News Hispanic users spend an average of 7.1 minutes per visit giving them plenty of time to read, discuss and share. 2

To place the Immigration issue in perspective, Brookings recently featured a live webcast on the subject (excerpt):

Along the lines of language, Randy Nieves, Terra.com Internet Producer provided an insightful piece, The Language of Care, recently published on Newsweek.

Be a Smart Marketer. The Internet is the primary source for interactive news consumption, consider news contextual targeting. Visitors who viewed advertising on news content performed desirable actions such as searching on the brand and visiting the advertiser site. Terra.com’s prestigious editorial team is on the forefront of producing exclusive content surrounding the most pertinent issues impacting Latinos today. As such, Hispanic Internet Users frequent Terra News channel and are also invited to post their comments should they so desire.

Sources:

1.) This paragraph through Chart #4 sources comScore Jun ’10. Analysis performed by Terra USA Research.

2.) comScore Jun ’10.

By Natasha Funk

Published:  July 2010