Market Rank (DMA and Arbitron): No. 8
DMA Population (2008 Geoscape estimates): 6,447,758
Hispanic: 10 percent

Arbitron 12+ population: 4,267,500
Hispanic: 8.3 percent

Much has been said and written about the exceptional growth of Atlanta's Latino population. But the amazing increases in the number of Hispanics settling in the South's biggest metropolitan area has yet to ebb.

According to just-released data from Geoscape International, American Marketscape DataStream: 2008 Series, 10 percent of the Atlanta DMA is now Hispanic - up from 9.3 percent just one year ago.

The year-to-year population growth was seen practically across the board, with adults 25-34 now numbering 170,135 - up from 151,658 in 2007. The next-biggest population group - as is typical in emerging markets that have begun to show signs of first-stage maturation - are children ages 9 and under. This demographic now numbers 144,800 Hispanics, up from 132, 243 in 2007.

Continual immigration to the Atlanta area continues to be driven by those from Mexico, who now number 437, 617 - up from 393,086. Puerto Ricans, the second-largest Hispanic ethnic group, comprise 49,150 residents - a climb from 43,700 in 2007.

Other large gains were seen among the metro's Peruvian population, which gained 900 residents in the last year and now numbers 8,500. Salvadorans now number 20,666 - a rise from 18,575 in 2007.

Where We Live.- The Atlanta DMA - a huge swath of land that includes 52 counties in Georgia; Cleburne and Randolph Counties in Alabama; and Clay County, North Carolina - now includes suburbs in the north and west that may be as far as 75 miles from the heart of Atlanta.

Where do the region's Hispanics reside? For the most part, Atlanta's northeastern suburbs remain the hub of commercial activity, with Chamblee, Doraville and the Buford Highway corridor the center of Mexican business in the metropolitan area.

But the last two years has resulted in widespread Mexican residential growth in areas south of downtown by busy Hartsfield-Jackson Atlanta International Airport, including the communities of College Park and Forest Park.

On the Westside, the city of Smyrna - in particular the areas to the immediate west and south of Dobbins Air Force Base - are now full of Hispanic residences. Sandy Springs neighborhoods south of McKinney Highway (I-285), along Roswell Road, are also heavily populated with Hispanics. Moving further northeast beyond I-285, Norcross has established itself as a major Hispanic population center. The same can be said of nearby Duluth and Pleasant Hill.

Further to the northeast, towns such as Buford and Gainesville have benefited from Mexican immigrants. Up in the mountains, Hispanics can be found working in the agricultural industry, in particular at the poultry plants. Travel up I-75, to the Georgia cities of Calhoun and Dalton, and you'll see Latinos employed by the many carpet makers based in the area (HMW Archives 1/29/2007. Bienvenidos al Futuro: A Special Report on Emerging Hispanic Markets).

Media Offerings: Television.- An interesting battle is taking shape in Atlanta between Univision's owned-and-operated WUVG-Channel 34, which debuted in January 2002, and Una Vez Más-managed Azteca América affiliate WUVM-Channel 4, which launched in June 2006 (HMW Archives 6/5/2006. Una Vez Más Keeps The Expansion Going).

WUVG, which benefits from its placement as cable channel 14 on Comcast systems, is the lone full-power television station in the Atlanta market offering Spanish-language programming.

But WUVM, which is found on Comcast cable systems throughout the metropolitan area as cable channel 249 and on DirecTV's local lineup as Channel 4, has taken the lead with local news. Launched in July 2007, "Noticiero Azteca América Atlanta" airs Monday through Friday at both 6PM and 11:30PM.

"Part of our plan is to bring relevant news to the Hispanic community, especially with the events that are going on with immigration," says Nora Crosby, senior vice president of news operations for Una Vez Más.

Atlanta is one of four UVM markets to take on a local newscast and the third to do so, behind Dallas and Las Vegas. Once Atlanta's newscast was up and running, UVM gave its Azteca América affiliate in Houston a local newscast.

While Noticiero Azteca América Atlanta anchors are based in a Davenport, Iowa studio, WUVM has two news reporter and a sports reporter in Atlanta. It also relies on national reports from Noticiero Azteca América staffers.

With the national Noticiero Azteca América at 5:30PM and 11PM, Crosby believes the pairing will help in efforts to forge partnerships with Atlanta newspapers and attract sponsors for some features airing on the local newscast. WUVM already has a partnership on sports coverage with local newspaper El Estadio and is putting the final touches on sponsorship packages for "Bolsa de Trabajo," an in-newscast job listing service.

In regard to spot growth, WUVM general manager Yolanda O'Hearn says a combination of local and national advertising is being seen. "The local activity is mainly from automotive, medical services like 'clinicas' and retailers like Publix," she says, adding that local sports leagues have reached out to WUVM for sponsorships.

Among the other Spanish-language television choices for Atlantans is WUVG's HD2 digital channel, which provides TeleFutura programming to the market. The station is available to Comcast subscribers on cable channel 250 and has been on the air since June 2006.

Telemundo programming is available to Comcast subscribers on cable channel 73; it is the network's national feed, although it enjoys a low-power affiliate - W38CU-Channel 38, owned by Korean American TV Broadcasting.

In addition to Gol TV (channel 294), Comcast offers subscribers an extensive Latino tier that features 25 networks - including bilingual, bicultural Mun2. Comcast Spotlight maintains a strong presence in the Atlanta market, with local sales availability for several of the Spanish-language networks aired on the Latino tier - including CNN en Español, Galavisión and the national feed of Telemundo.

Media Offerings: Radio.- Atlanta's radio dial is still home to a wide variety of Spanish-language radio stations. But Clear Channel and Davis Broadcasting have emerged as the two main players, with owners of the market's AM radio stations surviving without the benefit of Arbitron ratings.

The market's two biggest Spanish-language FMs - Regional Mexican WBZY-FM 105.3 "El Patrón" and contemporary pop WWVA-FM 105.7 "Viva" - represent some of the most successful of Clear Channel Radio's Hispanic stations. El Patrón was launched in late 2006, while Viva signed on in May 2005.

In the fall 2007 ratings for Atlanta, Viva was the top-ranked Spanish-language radio station, with a 2.0 share of all listening. El Patrón was right behind, with a 1.7 share of all listening. Viva's top hosts include "Panda y Brenda" in mornings, while El Patrón is led by morning host "El Tigre" and Los Patrones.

Competing against Clear Channel is Davis' regional Mexican WLKQ-FM 102.3/WNSY-FM 100.1 "La Raza." La Raza was launched in April 2004 and today is the market's home for the Univision Radio-syndicated "Piolín por la Mañana" morning show. Local hosts include Karla "Galletita" Trevi in middays, which focuses on classic regional Mexican titles, and "Amores y Recuerdos con El Lobo" at night, with host Noe Quintana.

Other players include Georgia-Mex Broadcasting's regional Mexican WAZX-AM 1550/FM 101.9 "Que Buena" and La Favorita Inc.'s Regional Mexican WAOS-AM 1600/WXEM-AM 1460.

Prieto Broadcasting's regional Mexican WFTD-AM 1080 "La Ley" ceased broadcasting in October 2007 and now airs a brokered Korean-language format. The loss came following the January 2007 demise of Tropical "Mega 1190" at Salem Communications Corp.'s WAFS-AM 1190, now Spanish-language Christian "Radio Luz." A Salem representative says the company was forced to regain control of WAFS from the group managing the station because of LMA issues.

Media Offerings: Newspapers.- Atlanta enjoys several Spanish-language newspapers, all of which are weeklies or monthlies. But MundoHispánico - the Atlanta Journal-Constitution-owned title - has distanced itself from the rest of the pack by becoming the circulation and sales leader. The newspaper, distributed each Wednesday, has been in operation since 1979, when it was founded by Lino Domínguez.

Atlanta Latino is the market's second-largest weekly serving Hispanics and is distributed Thursdays. The publication targets bilingual Latinos, in particular. In addition to news and sports, the newspaper publishes a "Vida & Hogar" supplement.

Georgia Latino News has emerged as a strong No. 3 in Atlanta, thanks to a merger with La Voz del Pueblo and 7 Días that transpired in summer 2007. The newspaper is a bi-weekly offering, distributed every other Thursday, and focuses heavily on news involving to Atlanta's Hispanic community.

In northwestern suburbs, La Voz de Dalton serves Spanish-dominant Hispanic immigrants. The newspaper also enjoys circulation in southeastern Tennessee and the city of Chattanooga and is a member of Hispanic Digital Network.

Local Shops.- Local Hispanic agencies, including Latin Box, have focused on working with Hispanic-owned businesses in the Atlanta region. At PM Publicidad, much of the work continues to involve regional companies that wish to build their Hispanic consumer base, including NAPA Auto Parts. On the local level, PM has placed ads for both the Georgia Lottery and the Georgia Department of Human Resources.

Hispanic-market advertising and public relations firm Lanza Group LLC has succeeded in the entertainment arena, with its May 2007 creation of Fiesta Atlanta, a Cinco de Mayo celebration, attended by more than 30,000 people at Centennial Olympic Park. A Fiesta Georgia spin-off event is already in the works for fall 2008.

Ralph Herrera, president of Lanza Group, sums up Atlanta's media landscape as consolidated but growing. "The top media are now owned by major players, with Clear Channel, Univision and the Atlanta Journal-Constitution commanding the dollars," he says. "For the AM radio stations, mainly the little players, concert promoters have helped to keep them going. But sales expertise from the big guys has pushed the mom-and-pops out."

Market Profile

Source: Geoscape® American Marketscape DataStream™: 2007 Series; http://www.geoscape.com.

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