We noticed how many Delaware Division of Public Health ads were in the Spanish newspaper: “El Tiempo Hispano.” We were wondering why it seemed that they were investing so much into this one newspaper and how much is spent each year on El Tiempo considering all the other newspapers, which they appeared to overlook. This didn’t seem right, and to place ads in El Tiempo is expensive from what I heard. So I checked, and Spokesman for the Delaware Division of Public Health, Jay Lynch told me this: “This is right up my alley. I’m sorry to say that someone is feeding you bad intel about El Tiempo. Here’s a brief synopsis on DPH ‘health marketing’ newspaper spending.”

Total by publication -

News Journal
$54,455.09

Independent News
$9944.67

HOLA Delaware
$1000

DE Newspaper network
$149,158

The Dialog
$9540

El Tiempo
$20,880

Metro Kids
$2,320

Delaware Parent
$3,648

UD-Review
$4,400

Spark
$6,300

Out and About
$13, 532

Sussex Post
$3,048

Delaware Wave
$1,950

Delaware Newspaper Network included Community News Publications, Airlifter, Milford Beacon, Sussex Countian, Smyrna Sun Times, Middletown Transcript, Seaford/Laurel Star, and Dover Post .

Cost by Campaign per publication –

Pandemic flu poster
Hola Delaware
$352

Pandemic flu poster
News Journal
$5,687.02

Pandemic flu poster
News Journal
$2,186.52

Led Paint Regs notice
News Journal
$460.55

HUD funding notice
News Journal
$1,229

Led paint Regs notice
Independent News
$59.67

HUD funding notice
HOLA Delaware
$648

Cancer
Better Years
$3,390

Cancer
The Dialog
$9,540

Cancer
El Timepo
$4,680

HPV
DE Newspaper network
$19,278

HPV
El Tiempo
$3,720

HPV
Metro Kids
$2,320

HPV
Delaware Parent
$3,648

Tobacco Cessation
DE Newspaper Network
$60,214

Tobacco Cessation
News Journal
$5,640

Tobacco Prevention
DE Newspaper Network
$49,266

Clean air campaign
DE Newspaper Network
$20,400

Tobacco – priority population
El Tiempo
$12,480

Tobacco – priority population
UD - Review
$4,400

Tobacco – priority population
Spark
$6,300

Tobacco – priority population
Out and About
$13,532

Lab staffing ads
News Journal
$1,000

Indian River Study
Sussex Post
$3,048

Indian River Study
Delaware Wave
$1,950

Public notices/hiring - DPH
News Journal
$36,752

Public notices/hiring - DPH
Independent News
$9,885

Nurse hiring - NHS
News Journal
$1,000

Healthy Homes
News Journal
$500

What I am in the process of trying to find out is how much they spent over a two-year period in 2006 and 2007 on about 4 publications per month, with about 3 to 4 ads per publication. The above information is per publication. I asked what the amount was per year. I think now they have gone to two publications per month. Here is something else I will be following up on–How much a year do they invest in radio ads? Also from what I understand, “El Tiempo” and “Hola Delaware” are the same thing. And isn’t $21,000 a far cry from $1,950 spent per publication in the Delaware Wave? If the total per publication for El Tiempo was the same amount in 2006 and 2007, here is what it would come to: $87,520 per month or $1,050,240 per year! Contrast that to the figure for the Delaware wave, which is $93,600 a year. Furthermore, the Delaware Newspaper Network –if you divide it up, the total figure is less than El Tiempo’s. Notice too that the Delaware Coast Press and The Cape Gazette are not on that list. The News Journal is the only newspaper over El Tiempo in terms of how much they invest, but I think the News Journal puts out tens of thousands of newspapers, while El Tiempo puts out only a few thousand? And where are the radio ads?

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