Ahorre Hispanic Business Info Hispanic Marketing

March 26, 2011

US Hispanic Newspapers Reach 2011 2012

The Hidden Reach of Hispanic Newspapers" Mar 25, 2011

By Nile Wendoff Chicago - Conventional media strategy typically believes that television followed by radio is the best way to take your message to market because of their high audience reach. Newspapers are rarely mentioned. While this may be true in the general market, it is far from true in the Hispanic market. Many marketers miss this insight and loose the opportunity to blend the inherent strengths of each media into a more synergistic media plan for the Hispanic market.

In a study completed by the National Association of Hispanic Publications (NAHP) of 11 DMAs, a smart newspaper buy delivers a larger audience than either television or radio in 4 of the 11 markets studied. In another 3 of the 11 markets, newspapers have the second deepest reach in the market. Miami is the only DMA where both radio and TV have a significant reach advantage over newspapers. Not surprisingly, the cost of delivering that reach is always less for newspapers than television and generally comparable to the cost of a radio buy in the market. These conclusions were based upon a one week prototypical multiple newspaper buy in a market compared to a 200 GRP/week spot buy of radio or a 200 GRP/week spot buy of television. In every case, the media planner was charged with trying to buy the deepest reach within the market for the respective media against the GRP target.

Newspapers have this advantage because they leverage the Hispanic community by concentrating the distribution of their newspapers where Hispanics live. This chart shows the 11 DMAs included in the study. The dark blue bar represents the percent of the total population that is Hispanic. The red dot represents the percent of total ZIP codes within that DMA that comprises 80% of the total Hispanics. The overall conclusion from this chart is that 80% of the Hispanics in a given DMA live within 20% to 30% of the ZIP codes within that DMA as shown by the light blue band in the chart.

Even well-developed Hispanic markets like Miami, Los Angeles, and Houston still exhibit a very densely populated set of Hispanic neighborhoods. In the case of Los Angeles, Hispanics represent about 44% of the total population, yet 80% of those Hispanics live within 34% of the ZIP codes!

This pattern can only work if Hispanics still read and love their newspapers. A 2008 National Readership Study done by the NAHP in cooperation with Alloy-Access demonstrates the Hispanic commitment to their newspapers. Here are a couple of key findings from that study. First, Hispanic newspaper readers are young with 54% of newspaper readers between the ages of 18 and 34. 84% of Hispanic newspaper readers are below the age of 55. Second, Hispanic newspaper readers are engaged with 86% of Hispanics regularly reading a newspaper. 74% have read 3 of the last 5 issues of their newspaper.

Overall Conclusions = Each type of media has an intrinsic set of strengths and weaknesses when it comes to delivering an audience to its advertisers. The goal of all solid media plans is to leverage those strengths while mitigating the weaknesses. In the case of newspapers, the intrinsic strength is that we distribute our newspapers in the neighborhoods where Hispanics live and shop. We’re the closest media link between a product or service and the neighborhood where a Hispanic is most likely to buy it. Savvy marketers can exploit that link for both their branding efforts as well as promotional efforts. They can undertake these efforts with the confidence that they are reaching deep into the Hispanic market.

Nile Wendorf is currently the Associate Publisher of EXTRA Bilingual Community Newspaper in Chicago, IL. EXTRA’s Publisher, Mila Tellez, founded the newspaper in 1980. Nile and Mila are married. EXTRA is the largest bilingual newspaper in Chicago. He currently serves as the co-chair of the Procurement Committee for the NAHP as well as its Treasurer. He is one of the pioneers of multi-cultural marketing. He received his MBA from the Wharton School, University of Pennsylvania.

For more information about the NAHP and the Procurement Committee, please visit http://www.nahp.org and click on the procurement link.

Posted by Ahorre at 07:48 AM

March 07, 2011

Multicultural Media Forums New York NYC

On March 16th, an audience of 300 media and advertising executives will gather at New York City's Roosevelt Hotel for the 11th Annual Multicultural Media Forum presented by leading research firm Horowitz Associates, Inc. The Forum's robust agenda has three industry-related tracks: Research, Programming, and Advertising. Here are 8 "great" reasons to attend:

1. Learn how to leverage culture to attract new audiences and customers. At this research-and-strategy-driven event, hear about winning programming, advertising, and marketing strategies to reach multicultural consumers in today's multiplatform media environment. What is the growing role of social media, mobile apps, and interactive/enhanced TV services in gaining "share of culture?"
2. Get the latest research and data on attitudes and behaviors of multicultural audiences when it comes to pay TV, broadband, and mobile platforms. Adriana Waterston, Horowitz Associates' VP of Marketing and Business Development will present the latest data on how multicultural consumers are using traditional and new entertainment and communication platforms and, where trends are heading in the future.
3. Hear from mun2's General Manager Diana Mogollon, about how this unique network is introducing a fresh slate of new original content for young, bicultural Latinos that is revved up with music, reality and, scripted series filled with break-out stars!
4. Understand how leading sports programmer ESPN is taking the business of audience measurement to the next level in today's multiplatform world. The Multiethnic Sports Fan is the Topic of ESPN's Vice President of Integrated Media Research Glenn Enoch's keynote address.
5. Get insights from leading TV programming and marketing executives on a panel about Content Strategies For Growing Multicultural Audiences. The prestigious line-up includes: Jaideep Janakiram, VP International Business, Head of North America, Sony Entertainment Television, Asia; Joe Lawson, Director of Content Strategy & Acquisition, Verizon Fios Content Team; Rafe Oller, SVP Marketing, SiTV; Philip Polk, Director, Segmentation Marketing, Cox Communications; Curtis Symonds, CEO, HBCU Network.
6. Get insights from leading ad agency executives on a panel about Attracting More Advertisers to the Growing Multicultural Segment. This panel features: Nadja Bellan-White, SVP, Marketing Director, Publicis Modem; Gloria Constanza, Partner, Chief Contact Strategist, d exposito & Partners; Saul Gitlin, EVP, Strategic Services, Kang & Lee; Alain Groenendaal, CEO/President, Wing; Tom Maney, SVP, Advertising Sales, Fox Hispanic Media Group; Emma Velez-Lopez, Director Acquisition Marketing, DIRECTV Mas.
7. Programming Showcase: Emerging and established networks showcase new, innovative programming offerings targeted to America's diverse audiences. See what's coming up next on screens everywhere!
8. Networking opportunities: This half-day Forum has become a signature multicultural Spring-time event. Meet, greet, and mingle with over 300 attendees from the pay TV industry, programmers, advertisers, agencies, production companies and the financial community.

The Forum is produced by New York's Schramm Marketing Group. Sponsorship sales are handled by HispanicAd.com. Creative support is provided by Ember Media.

To register, please visit: www.multiculturalmediaforum.com or contact Amanda Schiavo: (914) 834-5999, amandas@horowitzassociates.com.

Contact: Schramm Marketing Group
212-983-0219 reli@schrammnyc.com

Posted by Ahorre at 03:14 PM

February 02, 2011

US Hispanic Front-Door Marketing

PowerDirect Marketing today announced growing client demand for its innovative front door marketing capabilities in reaching the Hispanic market. 2010 U.S. Census data is set to be released over the coming months – the U.S. Hispanic population is projected to hit 50 million, maintaining its stature as the nation's largest ethnic or racial minority. Seeing the significant growth and spending potential of this audience, Fortune 500 brands in industries such as retail, consumer packaged goods, financial services, entertainment, restaurant and others, are leveraging PowerDirect's strategic front door marketing and media solutions to connect with this complex market segment.

"The Hispanic audience is not only increasing in number but also in wealth and economic influence. Smart marketers are recognizing this and turning to Hispanics for brand growth opportunities," said Barry Gilbert, Vice President, Marketing, PowerDirect. "But subtle nuances exist and cultural relevance matters. Front door marketing provides an excellent avenue to reach this multifaceted audience with targeted messaging and delivery playing an important role."

U.S. Census data is currently being tabulated with much of the data on Hispanics slated to be announced this summer. In addition to the expected growth in population and affluence, the Hispanic consumer also has a growing affinity for couponing. A 2009 SMRB report states that six out of 10 Hispanic households use coupons, and a recent ADVO study found that 74 percent of Hispanics who prefer Spanish language advertising say they use coupons and would use them more frequently if they received more of them.

The increasing popularity of coupons among Hispanics presents a significant marketing opportunity for manufacturers and retailers. By developing culture-relevant promotional programs – with a tailored, well-branded and pertinent coupon or offer delivered to the front door – marketers can engage Hispanic consumers to take action immediately. PowerDirect has made the Hispanic audience a priority and has assigned greater resources specifically to Hispanic strategies on behalf of its major brand clientele.

"As more companies recognize the potential of the Hispanic market, new and current clients are coming to PowerDirect for guidance in developing and deploying front door marketing programs to engage these increasingly important consumers right where they live," added Gilbert. "We understand that 'family' is central to this group, and 'neighborhood' and 'community' are an extension of that relationship. Front door marketing is unique in its grassroots ability to increase brand visibility throughout the household and amongst friends."

Power Direct has worked with a number of top-level brands – including Kohl's, LALA Foods and McDonald's – on Hispanic front door marketing initiatives as part of their overall marketing programs. For more information on PowerDirect's expertise, visit www.powerdirect.net

Posted by Ahorre at 08:28 AM

Front Door Marketing Hispanic Marketing Latinos

About the Science of Front Door Marketing - Incorporating quality at every phase, PowerDirect executes front door marketing campaigns featuring targeted consumer profiling and geo-targeting, nationwide distribution, and guaranteed delivery auditing via GPS technologies. Strategic thinking and a scientific approach are deeply ingrained in the operations and data analytics used to define targeted recipients, developed by combining customer data with syndicated data from high profile sources such as MRI, Simmons, Nielsen Claritas and Experian. Precision targeting is supported by superior execution, auditing, monitoring and metrics. PowerDirect's scientific, technology-based approach enables a valuable strategic channel for Fortune 500 brands hand placing an impression of quality in a location where residents interact with the message and have a high percentage of response.

About PowerDirect - PowerDirect offers technology-based front door marketing services and strategies, developed to influence consumers through the uncluttered and highly-targeted environment of the front door. Nationally or neighborhood by neighborhood – advertising, coupons, product samples and promotional messages are delivered directly to the right door at the right time. Innovated as the 'Science of Front Door Marketing,' PowerDirect achieves measurable results for its major brand clientele through technology-based processes and proven direct response tools and methodologies. PowerDirect's Fortune 500 brand and agency clients have access to relevant creative, precision targeting, superior execution, auditing, and verified delivery information. For more information, call 877-737-8977 or visit www.powerdirect.net

Posted by Ahorre at 07:32 AM

January 07, 2011

U.S. Advertising Expenditures Q3 2010

Total advertising expenditures in the first nine months of 2010 grew 6.4 percent from a year ago and finished the period at $94.06 billion, according to data released by Kantar Media. Ad spending during the third quarter of 2010 was up 8.7 percent versus last year, the largest quarterly gain since the end of 2004.

“Having fewer resources, this segment was previously cautious about raising budgets and it lagged behind the early year rebound in ad spending. Smaller advertisers are now as fully vested as their large counterparts and in that sense, the advertising recovery has reached a significant milestone.”

“The advertising recovery expanded during the third quarter to include stronger participation by the long-tail of marketers beyond the Top 1000,” said Jon Swallen, SVP Research at Kantar Media. “Having fewer resources, this segment was previously cautious about raising budgets and it lagged behind the early year rebound in ad spending. Smaller advertisers are now as fully vested as their large counterparts and in that sense, the advertising recovery has reached a significant milestone.”

Measured Ad Spending By Media - Television media continued to pace the advertising recovery. Spot TV expenditures surged 27.8 percent behind the swell of political advertising and sustained demand from automotive marketers and retailers. Spanish Language TV spending rose 11.9 percent, aided by the World Cup event during June and July. Gains for Cable TV (+9.0 percent) and Network TV (+6.1 percent) were driven by sharply higher spending from the auto, financial service and consumer package goods categories.

Internet display advertising had the second largest growth rate among the media sectors, up 7.7 percent compared to the year ago period. Outdoor was close behind with a gain of 7.3 percent.

Within the Radio sector, all types achieved year-to-date growth. Spending in National Spot Radio jumped 15.9 percent and Local Radio rose 3.8 percent with each being paced by larger outlays from auto dealer and financial service advertisers. Network Radio registered a small increase of 1.7 percent.

Consumer Magazines, after a weak first quarter, rebounded solidly in subsequent months and year-to-date expenditures have risen 2.8 percent. Sunday Magazines (+8.1 percent) benefited from higher spending by pharmaceutical companies and home improvement retailers.

National Newspaper spending rose 6.8 percent, primarily from gains at the Wall Street Journal. Local Newspaper expenditures fell 4.4 percent despite stable volume of ad space sold. Local Newspaper spending has now declined for 20 consecutive quarters.

Measured Ad Spending by Advertiser

Spending among the ten largest advertisers increased 5.9 percent to $11.91 billion in the first nine months of 2010.

Procter & Gamble maintained its number one ranking by spending $2,252.7 million, an 18.7 percent increase versus a year ago. However, its third quarter budgets were flat.

AT&T boosted expenditures 15.7 percent to $1,510.7 million. Much of the additional money was directed towards its consumer television service and this segment accounted for nearly one-tenth of the company’s ad dollars. Rival Verizon Communication cut its spending by 13.1 percent, to $1,406.8 million.

Despite a widespread surge in automotive category spending, General Motors was the lone auto advertiser in the Top Ten. GM invested $1,480.5 million, up 20.6 percent from a year ago.

Smaller increases were posted by News Corp. (+8.0 percent, to $984.8 million), General Electric (+5.4 percent, to $793.2 million) and Walt Disney (+4.0 percent to $776.9 million). Results for each of these companies were primarily shaped by their movie studio divisions.

Across the Top 1000 advertisers, a diversified group representing three-fourths of the measured ad economy, expenditures rose 7.3 percent in the first nine months of the year. The comparable growth rate for the long-tail of small advertisers beyond the Top 1000 was just 3.3 percent. However, in the third quarter the respective figures for these two segments were very similar at 9.1 percent and 8.1 percent.

Measured Ad Spending by Category - Expenditures for the ten largest advertising categories rose 7.4 percent in the first nine months of 2010 and totaled $53.55 billion.

Automotive was the leading category in both dollar volume and growth rate as spending accelerated 23.7 percent to $9,151.5 million, reflecting the improved climate for vehicle sales. Within the category, manufacturers and dealers had comparable rates of increase.

Telecom was the second largest category with nine month expenditures growing a modest 4.7 percent to $6,369.4 million. Slowing rates of spend in the wireless segment were offset by vigorous competition and larger budgets among TV service providers.

Year-to-date spending in Financial Services increased 9.4 percent, to $5,604.6 million, although growth rates slackened in the third quarter. Results were skewed by a sustained marketing barrage from a handful of leading credit card issuers. More telling is the ongoing weakness in retail bank advertising and a recent slowdown by marketers of investment products.

Only two of the top ten categories posted spending declines. Direct Response budgets shrank by 6.2 percent, to $4,549.9 million. Pharmaceutical advertising was down 8.5 percent, to $3,160.9 million, on broad reductions across top spending brands.

Branded Entertainment - Kantar Media continuously monitors Branded Entertainment within network prime time and late night programming. The tracking identifies Brand Appearances and measures their duration and attributes. Given the short length of many Brand Appearances, duration is a more relevant metric than a count of occurrences for quantifying and comparing the gross amount of brand activity that viewers are potentially exposed to in the program versus the commercial breaks.

In the third quarter of 2010, an average hour of monitored prime time network programming contained nine minutes, four seconds (9:04) of in-show Brand Appearances and 14:47 of network commercial messages. The combined total of 23:51 of marketing content represents 40 percent of a prime-time hour.

Unscripted reality programming had an average of 11:10 per hour of Brand Appearances as compared to just 6:17 per hour for scripted programs such as sitcoms and dramas. Late night network talk shows had an average of 10:49 per hour. The combined load of Brand Appearances and network ad messages in these late night shows was 25:32 per hour, or 43 percent of total content time.

The top five brands ranked by total amount of Brand Appearance time were Chef Revival, Viking appliances, Bud Light beer, Yamaha music equipment and Ford

Posted by Ahorre at 10:24 AM

January 08, 2010

2011 Hispanic Marketing Trends By Jose Villa

Hispanic Marketing Trends For 2011 by Jose Villa - 2010 will bring numerous evolutionary changes to the Hispanic advertising and media world, I believe 2011 will result in far more disruptive and revolutionary change.

First, Hispanic marketing trends usually follow trends in the general market. While these changes historically lag by three to five years, media and marketing technology have shortened that gap to one to three years. So the transformational changes that have affected mainstream advertising and media will bear their full brunt on our industry by 2011.

In addition, by the end of 2010, U.S. Hispanic Internet penetration is on pace to reach almost 70%, once and for all ending the debate about whether the Internet is a Hispanic mass marketing medium.

Finally, the 2010 Census results will be out in early 2011 and will no doubt bring increased attention to the Hispanic market because the numbers will be big. This attention will not all be good, as I addressed in a blog a few months back, because in addition to more advertiser activity, it will translate into more competition from general market agencies attempting to service the market.

2011 Trends

Erosion of Spanish TV's Prominence Although Spanish-language TV has managed to avoid the fate of its general market counterparts, trends such as online video (note the popularity of novelas on YouTube), the trend toward "on-demand" and DVR time-adjusted consumption will eventually impact Spanish TV.

Polarization of the Hispanic Acculturation Model Most Hispanic marketing strategies are built on the foundation of the familiar three-part Hispanic acculturation model (unacculturated, partially acculturated and acculturated).

Shift in Emphasis from Traditional to Digital Channels Ultimately, clients make the decision as to where budgets are spent, and their increasing preference to go digital in the general market will carry over to their Hispanic advertising efforts. I'm already starting to see Hispanic digital reviews, especially as clients focus on targeting specific Hispanic segments, trading reach for deeper engagement. Hispanic direct response activity will also migrate to the Web, particularly as Hispanic digital performance channels eat away at traditional options (DRTV, direct mail, etc.).

Mobile Marketing Although mobile marketing's arrival has been prematurely announced for the last five years, its undeniable growth in 2010 will finally reveal the full potential for using mobile to reach Hispanics in 2011. In fact, mobile will likely start to replace local print media consumption (newspaper readership), and opportunities with couponing, QR codes and apps will make Hispanic mobile marketing the fastest growing segment in Hispanic media by the end of 2011.

The "Second Offensive" of the General Market Agencies As mentioned above, the 2010 Census results will help drive a new wave of interest in Hispanic advertising, both among marketers and general market ad agencies looking to continue to grow.

Social Media Takes Center Stage To borrow a phrase from Adweek, social media will "be like air" and a part of all things advertising. This will be the case in Hispanic advertising, as the over-indexing of Hispanics on social media should provide the "writing on the wall." However, like in the general market, clients will start to take social media programs "in-house," especially those focused on creating and managing communities.

Other Hispanic Media Will Experience Differing Fates While Hispanic TV and print will suffer as a result of trends toward digital, radio and OOH have an opportunity to emerge stronger than ever and evolve with changes in technology.

Arrival of New Media Platforms Once gaming companies (gaming networks, online games, game developers, etc.) adopt more sophisticated demographic tracking capabilities, they will introduce a promising new media channel to reach Hispanic gamers of all ages and types. GPS-enabled marketing, which should come of age in mainstream marketing in 2010, will be poised to open new doors to reaching Hispanics in 2011.

People will Talk about the "Good Old Days" of 2008 and before As with the general market advertising industry, overall ad spending will take a long time to return to its pre-recession peaks. In the case of Hispanic media spending, those 2008 numbers won't be seen again for a long time.

Posted by Ahorre at 07:35 AM

January 07, 2010

GlobalHue Wins Jeep Brand Advertising Account

Hispanic Market - GlobalHue - a full-service marketing communications - is now the new general market and multicultural agency of record for the Jeep® brand, as announced today by Chrysler LLC.

* The agency secures general market and multicultural for the Jeep(R) brand account

* The agency's visionary evolution helps clients align with demographic and cultural shifts

GlobalHue has created a new international Jeep brand campaign i live. i ride. i am. Jeep. The new campaign was developed to redefine and deepen the meaning of the brands' core values of freedom and adventure, and to open the door for a broader base of consumers to engage with the brand. I live. i ride. i am. Jeep makes the connection that the Jeep brand vehicles offer ultimate freedom and enable any "life adventure".

GlobalHue went up against several general market agencies to win the Jeep brand account. The Jeep brand becomes the latest general market account win for the agency, next to Bermuda Department of Tourism and MGM Grand Detroit.

"GlobalHue is honored to be in a position to build upon one of the most recognizable brands in the world," said Allen Pugh, Vice Chairman of GlobalHue. "As the U.S. market becomes more diverse both ethnically and culturally, the agency is in a unique position to help clients such as Jeep redefine their brand's position and reach new audiences."

Since its inception, GlobalHue has strived to gain a deep and real understanding of America's cultural diversity. The agency's cultural-based expertise has helped GlobalHue emerge as a competitor in an arena occupied only by general market agencies while maintaining its leadership in the multicultural field. Just one week ago, GlobalHue was named Multicultural Advertising Agency of the Decade by Adweek.

Pugh states, "All of our campaigns for these brands were based on our view of America's demographic and cultural transformations, which recognizes how today's consumers respond to a culturally authentic approach to advertising."

GlobalHue is a full-service marketing communications culture-based agency. Named "No. 1 African-American and No. 4 Hispanic Agency" by Advertising Age Magazine in its 65th Annual Agency Report, GlobalHue has four divisions that together provide clients with a flexible approach to marketing to ethnic-specific segments and the total market: GlobalHue Africanic; GlobalHue Latino; GlobalHue Asian; and GlobalHue Next. The agencies have offices in Detroit, New York and Los Angeles, as well as satellite offices in other key markets.

Together, the agencies have more than 350 employees who handle full-service marketing, advertising, media planning and buying, digital, events and promotions, and public relations for many clients. In 2008, GlobalHue's capitalized billings were $820 million.

GlobalHue boasts several blue-chip clients, including Verizon, Walmart, Chrysler Group LLC, U.S. Navy, Bermuda Department of Tourism, U.S. Census Bureau, FedEx, MGM Grand Detroit and Subway.

Posted by Ahorre at 11:59 AM

December 07, 2009

Tribune US Hispanic Media Advertising Platforms

U.S. Hispanics - Tribune Company today announced the creation of Tribune Hispanic, a cross-platform national media solutions group designed to help advertisers reach the growing Hispanic market through an array of products including print, online, television, mobile, out-out-of-home, digital signage, and event.

Tribune already reaches 1.7 million Hispanic consumers every week through the company's four Spanish-language media properties--Hoy Chicago, Hoy Los Angeles, El Sentinel Orlando and el Sentinel South Florida-where about 28% of the nation's Hispanic population resides. As part of the Tribune Hispanic initiative, these newspapers will re-brand their entertainment sections as “ViveloHoy.” Special sections also will be created in conjunction with events such as the 2010 World Cup and the bicentennial anniversary of Mexico's independence.

“More than ever, national advertisers require innovative, consistent and engaging solutions to reach this unique consumer group,” said John Trainor, general manager of Hoy Chicago. “Our increased level of collaboration will shortly translate into more meaningful, efficient and consistent solutions our national advertisers can tap into.”

Tribune Hispanic capitalizes on a growing consumer market that covets its newspapers. Nationwide, Hispanic consumers will soon represent close to $1 trillion in purchasing power. Tribune research shows that 53% of Hispanic newspaper readers have been reading their favorite newspaper for three or more years; 63% of Hispanic newspaper readers frequently pay attention to the advertisements; and 55% of all Hispanic newspaper readers state they use coupons from the newspaper regularly.

“When you join the capabilities and reach of our four Spanish-language media businesses, you end up with a set of marketing solutions that makes us a stronger and more strategic partner for our advertisers,” said Roaldo Moran, general manager of Hoy Los Angeles.

“This combined effort should put Hoy and el Sentinel at the forefront of media buys and shows that Tribune is emerging as a force to contend with on the national Hispanic media landscape,” predicts Ariel Gonzalez, general sales manager for el Sentinel South Florida.

For more information: Call John Trainor General Manager
Hoy Chicago jtrainor@tribune.com (312) 527 8429

Posted by Ahorre at 02:05 PM

November 29, 2009

Marketing to Multicultural American Markets PG Coke

Procter & Gamble became the second leading marketer to emphasize that fashioning its business to adapt to a changing society will be critical going forward.

"Very much on our radar screen is what will happen between now and 2050 in terms of the demographics of the U.S. population, where minorities move to a majority," CFO Jon Moeller said. "We need to ensure we have products and messages and connections with Hispanic consumers, with African-American consumers."

Coca-Cola said Wednesday that reaching "multicultural" Americans will be a "core focus" between now and 2020.

P&G's Moeller said the company is also mindful of the aging U.S. population and needs to evolve its go-to-market strategy and product portfolio accordingly, although he declined to cite further details.

Speaking at a Morgan Stanley event, Moeller also reiterated the company's commitment to increase marketing outlays in the current fiscal year, saying that "media impressions" will be up 10% -- largely because it has a run of new products and extensions to plug. Categories there include laundry, baby and feminine care.

Moeller said the company will pursue successful marketing as chief in growing sales versus cutting prices -- which it has done recently -- or special promotions. He favors "performance-based value messaging across our entire brand portfolio" and support of "our strong innovation programs."

TNS Media Research figures show P&G cut ad spending by 20% in the U.S. in the January to June period this year (to $1.2 billion). Verizon passed it as the country's largest advertiser during that period.

Moeller said P&G is not actively seeking acquisitions for growth, and its unwillingness to engage in hostile bidding hinders it. An acquisition target, he said, must fit five criteria: strength in consumer understanding, branding, innovation, go-to-market approach and scale. P&G recently divested its Folgers and pharmaceutical businesses because they failed to live up to those core capabilities the company touts.

On Folgers, he said: "It took us a long time, but we finally came to the realization that a coffee bean is a coffee bean is a coffee bean. Our expertise and formulated chemistry was not going to allow us to differentially innovate in that business."

Also, retail channels were shifting toward Starbucks and away from the mass retailers, where P&G has a powerful position.

As for the pharma business, which included the heavily promoted Actonel, Moeller said the restrictions on direct-to-consumer, prescription-drug advertising did not allow its marketing prowess to shine. "With all of the disclaimers that are required [in that category], it's very difficult to build meaningful connections with consumers," he said. On the current landscape of consumer spending, Moeller said pocket books continue to have a tight lid in the U.S.

"We see relative restraint in spending in some of the more developed parts of the world -- primarily driven by unemployment. Either the unemployed or underemployed -- that figure continues to increase both in the U.S. and in Europe."

He did add that there has been some uptick with "markets ... growing modestly, but nowhere near the level they have historically."

Posted by Ahorre at 08:10 AM

August 24, 2009

Radio Caracol 1260 AM Julio Sanchez Cristo Florida

Radio Caracol 1260 AM announced the arrival of Julio Sanchez Cristo to the station. Starting on Monday August 24th, everyday Monday to Friday from 6 to 10 in the morning, Sanchez Cristo will bring our listeners all the news in his unique and internationally acclaimed style.

Julio Sanchez Cristo in Radio Caracol is a morning drive news show that features the latest local, national and international news that affect Hispanics, information about current issues such as immigration, health, family, education, taxes, sports or entertainment, weather and up-to-the-minute traffic, and many interviews. Listeners' participation is also essential to the show.

Sanchez Cristo will be accompanied by the best team of journalists in South Florida - Yoly Cuello, Madelyn Prendes, John Morales, Roly Martin and Ernesto Rios, among others - and the show's network of correspondents in the world.

Posted by Ahorre at 09:35 AM

Entravision KDCU-TV Channel 31 Wichita-Hutchinson Kansas

Entravision Communications Corporation announced that it launched KDCU-TV, Channel 31 in the Wichita-Hutchinson, Kansas market on August 20, 2009. The station became the first full power Univision-affiliated station serving the market. Wichita-Hutchinson is the 54th-ranked Hispanic market in the nation.

"We are proud to introduce high-quality, number one-rated programming to the growing Hispanic population in the Wichita-Hutchinson market," said Philip C. Wilkinson, President and Chief Operating Officer of Entravision. "The launch of KDCU expands our broadcast footprint to 24 markets and strengthens our presence in the nation's heartland. KDCU will fill the void in the market for entertainment relevant to local Hispanics, and offer advertisers a new, proven station for reaching this vibrant Latino community."

Posted by Ahorre at 09:33 AM

September 21, 2007

The Seattle Hispanic Market Study

About Small Business - A new study confirms that 72 percent of Hispanics in the King, Snohomish and Pierce counties of Washington state speak Spanish at home more than English—far more than the nationwide figure of 34 percent. Hispanic Consumers in the Puget Sound Region, a collaboration between Conexión Marketing and Seattle University.

The study leverages data collected from telephone surveys of Hispanic households in the most populous three counties of the Puget Sound, and marks the first publicly available research of its kind for the region.

Language dominance is just one variable measured by this study, which also shows demographics including county of residence, age, gender, time in the U.S., household income, and educational attainment. Other topics studied include:

-- Media consumption, including media language preferences, weekly consumption and most-consumed media
-- Technology adoption, banking, leisure activities
-- Top-of-mind brands

Lauri Jordana, principal of the Seattle-based Hispanic marketing firm, thinks local businesses and other organizations will be interested in the findings.

“Language preference is a compelling variable in marketing,” states Jordana. “Hispanics who indicate a clear preference for Spanish at home are more comfortable receiving communications as well as making purchasing decisions in that language.” The study shows that 72 percent of local Hispanics who have lived in the U.S. 11 or more years also speak Spanish at home more than English.

For more information at

Posted by Ahorre at 11:46 AM

September 15, 2007

Billboard Media Advertising Study

Hispanic Marketing - When it comes to consumer interest in non-traditional advertising media, Billboards and the newer phenomenon of product placement in television top the list, according to the latest research data from Mediamark Research.

In its Spring 2007 in-person, in-home survey of approximately 26,000 adults (ages 18 plus ), MRI asked whether consumers had seen advertising delivered via various alternative media and, if they had, whether they had “considerable”, “some” or “not much” interest in those advertisements.

49.3% of consumers (who have seen at least one billboard ad) report “considerable” or “some” interest in the ads that appear in this format. This compares with 43.5% of adults (who have seen at least one instance of TV product placement) who report considerable/some interest in this genre of advertising. Third in order of consumer interest were ads at sports or entertainment events, with 35.8% of adults who had seen such ads expressing
interest in them.

Posted by Ahorre at 02:13 PM

July 21, 2007

Alaska Airlines Spanish Advertising Marketing

Hispanic Marketing - Alaska Airlines said it's ramping up its marketing efforts to Hispanic audiences, citing a recent rollout of a Spanish-language ad campaign in Los Angeles.

The airline launched a Spanish-language version of its Web site last October, and will soon unveil bilingual signage in Los Angeles and other airports.

Alaska admitted it needs to hire additional bilingual reservations agents at its Seattle, Phoenix and Boise, Idaho, call centers. About 2 percent of callers to the centers prefer to speak Spanish.

About 12 percent of Alaska Airlines' advertising budget is devoted to Spanish-language materials.

Posted by Ahorre at 12:46 PM

June 06, 2007

Ad-tech US Hispanic and Latin America Marketing

Hispanic Marketing - ad:tech expositions, the leading organizer of conferences and exhibitions for the global marketing community, today announced its inaugural show in Miami. Themed “Speaking the Right Language: Engaging with Hispanic and Latin Audiences”, this event will take place June 26 and 27 at the Miami Beach Convention Center.

ad:tech Miami will examine and discuss how to best engage the industry’s fastest growing demographic – US Hispanic and Latin Americans. Modern marketers are faced with not only finding the best method to reach these audiences, but sending the right message, to the right people. ad:tech Miami educates attendees with focused sessions that speak specifically to these varying cultural facets. Content is dedicated to three tracks (Latin America, Hispanic and Universal Marketing) will be presented in English and simultaneously translated into Spanish and Portuguese.

The growing number of interactive marketing agencies in the Hispanic and Latin America markets, as well as the increasingly innovative use of new media, underscore the relevance of a multi-regional ad:tech event. As online marketing continues to grow, its influence over major purchase decisions made by Hispanics and Latin Americans has experienced a dramatic increase. According to the AOL/Roper US Hispanic Cyberstudy, more than 63 percent of online Hispanics consider the Internet to be the best information source for making final brand decisions, which ultimately unlocks new ways for marketers to reach this audience segment.

“ad:tech Miami follows a series of successful US and international events that we have programmed for this year,” said Don Knox , VP, ad:tech expositions. “At the show’s launch in Miami, we anticipate a growing global attendee base that keeps pace with the global ad:tech presence in Sydney, Paris and Hamburg. This industry is powerful and continues to grow exponentially.”

Anchored by an opening day keynote from Fernando Madeira, CEO of Terra Latin America, ad:tech Miami will feature more than 120 speakers from the United States, Brazil and Latin America. This includes CEOs and marketing executives from major brands and leading media companies such as MTV Networks, Batanga, PodZinger, General Motors, General Mills, MSN Prodigy, Yell Argentina/Telefonica, Captura Group, Yahoo!, Directa Network, Telemundo, Latin3, MSN, Google, Grupo Televisa and many others.

"ad:tech Miami will bring together veteran marketers with forward-thinking entrepreneurs to focus on the industry’s shifting landscape and disruption, with panels and presentations specifically focused on the exploding Hispanic and Latin America online marketplace,” declared Drew Ianni, ad:tech's Senior Global Analyst & Programming Chair. "Attendees will have an unrivaled opportunity for multi-lingual learning and networking with local and international delegates and as a result, will walk away with valuable insights, strategies and solutions that will enable them to explore new channels through which to engage their key audiences.”

Highlights of the two-day conference include:
-- Keynote Roundtable Panel: Consumers, Content and Control will bring together three leading executives from across the region to talk about the state of content, distribution and consumer demand. The panelists will share their thoughts on what new content models are likely to emerge and, as consumers insist on more "on-demand" access, what this irreversible trend will mean for the advertising value proposition across all media. Speakers confirmed to date: Laurel Wentz, Editor/Reporter, AdAge, Fernando Espuelas, CEO, VOY Group, Rafael Urbina-Quintero, CEO, Batanga, Luis Goicouria, VP, New Media, MTV Networks, and Peter Blacker, Senior VP, Digital Media, NBC Universal, Telemundo Network Group

-- Brazil: State of the Industry (presented by the IAB) will be hosted and presented by Mauricio Palermo, Vice President of IAB Brasil. This session brings together leading industry experts from across the Brazilian marketing, media and agency landscape to discuss how digital media and technologies are transforming the business and discipline of marketing communications.

-- The State of Search in Latin America invites you to hear from leading search experts talking about the state of search across Latin America as they provide tips and tactics on how to identify where search marketing fits into the overall marketing mix, as well as ways to maximize search engine positioning and how to calculate ROI.

-- The Evolution of the Mexican Interactive Industry and the Role of the Local IAB will be hosted and presented by Bianca Loew, General Director of IAB Mexico. This session brings together leading industry experts from across the Mexican marketing, media and agency landscape to discuss how digital media and technologies are transforming the business and discipline of marketing communications.

-- Creative Showcase: The Best of Latin America invites you to join creative executives from leading agencies from across Latin America and elsewhere as they discuss strategies for sparking creativity and hear how agencies are looking at both traditional and nontraditional outlets as well as view some outcomes of successful creative campaigns.

-- Workshop: Viral and Word-of-Mouth Marketing provides several perspectives on how to integrate WOM and viral efforts into the marketing mix, including using viral and WOM platforms as a media channel, how to successfully reach out to and work with key “influencers,” how to generate WOM for products and services and how to understand how to connect and collaborate with target markets through viral and WOM communications efforts.

-- The State of Search in Latin America invites you to hear from leading search experts talking about the state of search across Latin America as they provide tips and tactics on how to identify where search marketing fits into the overall marketing mix, as well as ways to maximize search engine positioning and how to calculate ROI.

The exhibit hall will showcase more than 75 key exhibitors from throughout Latin America, Brazil, Mexico and the United States. The Convention Center will also house multiple meeting rooms and business presentation rooms for domestic and international organizations along with ample room for networking.

Posted by Ahorre at 10:20 AM

May 06, 2007

Spanish Language Advertising Budgets

Hispanic Marketing - Gone are the days of simple online advertising - banner ads and Web site sponsorships based on traditional metrics and marketing. Today, U.S. Hispanic advertising professionals at the AHAA 22nd semi-annual conference confirmed social networking, affiliate marketing, and search engine optimization are among the hot new media trends used to connect with Latinos. But are corporate marketers willing to invest more to expand into digital marketing or are dollars being shifted from traditional media spending?

According to AHAA media spending studies, Hispanic advertising budgets are on average approximately 4 percent of a company’s overall marketing budget compared to the nearly 8 percent AHAA indicates should be targeted to Latino consumers based on population and buying power alone. In 2002, U.S. digital marketing budgets were projected to reach $19 billion by 2006. Media Director Lucia Fernandez-Palacios of Dieste Harmel & Partners says she believes corporate marketers see value in interactive marketing to Hispanics but she hasn’t seen new dollars or separate budgets identified for digital campaigns…yet.

“Hispanic media has traditionally been less expensive than general market media and media budgets have been smaller,” Fernandez-Palacios says. “But as marketers begin to understand the complexities of the U.S. Hispanic consumer today, and place culturally relevant messages in English-dominant media to reach a particular segment within the Hispanic population, targeting Latinos becomes a more expensive proposition. Utilizing new media is a way to target Hispanics in a more cost efficient manner, provided it’s the best tool to reach your target consumer. Digital marketing allows you to only pay for those eyeballs you’re interested in reaching.”

Less expensive distribution, greater personalization and higher response and tracking rates are among the reasons marketers are turning to digital media. Over the past six years, digital technology has evolved into a mass reach medium, according to Mark Lopez, publisher, AOL Latino, and it is a powerful vehicle to deliver messages creatively. Yet with more than half of the Hispanic adult population online, digital marketing accounts for less than five percent of Hispanic marketing budgets, Lopez notes.

Nevertheless, he says it’s time to get creative and make digital marketing part of the overall marketing strategy to reach Latinos – a complement to traditional print and broadcast.

“Rather than discussing a media buy, we are collaborating with marketers to create ideas around passion points like music or movies,” Lopez says. “Consumers are actively engaging, requesting particular content about a subject then interacting with unique programming to receive the message. The Internet is the only medium where you can do this.”

The most important part of building a digital marketing campaign is exceptional planning and a solid foundation of knowledge, something AHAA Chair Carl Kravetz, chairman/chief strategic officer of cruz/kravetz:IDEAS, says is fundamental to successful campaigns despite the size of the budget. “Corporate marketers target Latino consumers because they anticipate a significant return on their investment in both dollars and brand loyalty,” Kravetz says. “It is the role of our Hispanic agencies to let cultural insight drive creative messaging and media plans using the most effective tools that yield the highest dividend. Integration is vital but we must ensure the Hispanic market strategy leads the digital market strategy.”

Marketers at the AHAA conference agree that content is critical. It must be relevant, engaging and have a significant purpose no matter what the delivery medium, but the opportunity to fill a void with meaningful online content, particularly in Spanish, is wide open, according to Diego Naranjo, director, marketing strategy & services for Latin3.

“Whether in English or Spanish, as a Latino I have to see myself in the creative message,” Naranjo says. “It’s what Hispanic marketers call gaining the share of heart, connecting with consumers no matter what the language. Research indicates that Latinos are searching online in English, but there is a demand for good Spanish-language content. Hispanics are online looking for fresh, engaging, meaningful content that is relevant to their Latino lifestyle and the lack of availability is forcing them to consume English-language.”

Naranjo believes, as other panelists at the conference acknowledged, that clients are likely reallocating dollars to explore the digital marketing return on investment. Lopez says it’s a critical marketing component and should be treated like radio or television. “The Internet needs to be a core component when marketers are doing media planning rather than as an add-on service at the end of the process,” Lopez says. As clients begin to take a holistic approach to marketing their products and services, the technology continues to advance, and the research validates the growing online Hispanic use and behaviors, Lopez says the dollars will follow.

Posted by Ahorre at 12:24 AM

April 09, 2007

Public Relations Society of America and Hispanic Market Pro

Hispanic PR - The Public Relations Society of America (PRSA) and Hispanic Market Pro (HMP) are hosting a national teleseminar Wednesday, April 11, titled “Executing Effective Multicultural Marketing Campaigns That Reach Hispanics, African-Americans and U.S. Asians.”

The teleseminar, which will take place from 3p.m. to 4pm EDT, will be anchored by a stellar group of the country’s leading multicultural public relations firms and corporate marketers as they discuss in-depth what works — and what doesn’t — when planning and executing multi-ethnic outreach programs targeting the Hispanic, African-American and Asian communities in the U.S.

Posted by Ahorre at 11:38 AM

National Association of Hispanic Publications NAHP

Phoenix, one of the top ten Hispanic markets in the United States, will be host to the influential National Association of Hispanic Publications, Inc., (NAHP, Inc.) celebrating a quarter century of advocacy for newspapers and magazines serving the growing Hispanic population. Mayor Phil Gordon will join publishers from across the country representing the leading Hispanic publications at the Hilton Scottsdale Resort & Villas on Thursday, April 12th to welcome conference attendees and share his appreciation for the importance of Hispanic publications in building thriving communities.

The four-day conference and exhibition, April 11-15 will feature media experts, corporate executives, specialists in Hispanic advertising, marketing and consumer behavior, as well as regional community leaders Phoenix mayor Phil Gordon and Scottsdale mayor Mary Manross. Mayor Gordon will address publishers at a ribbon-cutting ceremony Thursday, April 12 at 1:30 p.m. to open the exhibition following Mayor Manross who is guest speaker during the conference luncheon earlier that day at 11:45 a.m.

“Phoenix and its neighboring regions are home to the fastest growing minority population in the country,” says Mayor Gordon in recognition of the influence of Hispanic publications in the region. “We welcome this gathering of leaders focused on increasing the quality and reach of Hispanic publications as this influential medium is an important tool to help us build stronger communities. Phoenix is home to four Hispanic publications in Arizona and they have contributed significantly to the economic growth and prosperity of our area and the robust sense of values in our neighborhoods.

The NAHP, Inc., has more than 200 member publications serving the nearly 43 million Hispanic consumers in the United States. The U.S. Hispanic market has grown in numbers as well as diversity and complexity, yet the print industry serving this audience has evolved and continues to expand to meet the needs of Latinos today.

Latinos, while currently the minority in the U.S., will be the majority within the next 20 years and the proliferation of media outlets has made reaching this audience easier and more effective. Studies indicate that Hispanics, even U.S.-born Latino youth, covet their heritage, tradition and culture including the Spanish language.

“Hispanic publications will continue to play a vital role in the life of Latino communities,” said Lupita Colmenero, President of NAHP, Inc. “While other print publications in the U.S. are struggling to survive, Hispanic publications are flourishing. Our membership currently represents a circulation of 7.5 million with a readership of more than 18.5 million and we anticipate a significant increase in those numbers in the coming months and years.”

To arrange interviews with Mayor Gordon, please contact Gerardo Higginson, Senior Assistant to the Mayor at 602-534-9505 or gerardo.higginson@phoenix.gov. For more information on NAHP, Inc., or for an interview with NAHP, Inc., please contact Jessica Martinez at 610-703-0275 or jmartinez@cmgresults.com.

Posted by Ahorre at 07:31 AM

March 29, 2007

Spanish Grows Advertising TV Newspaper Magazines

TNS Media Intelligence - 15% of all growth in TV, Newspapers & Magazines is attributable to Spanish Language media in 2006.

Total advertising expenditures in 2006 increased 4.1 percent to $149.6 billion as compared to 2005, according to data released today by TNS Media Intelligence, the leading provider of strategic advertising and marketing information. Ad spending during the fourth quarter of 2006 was up by 4.2 percent against the same period in 2005.

“Total advertising expenditures continue to expand slowly. Excluding the cyclical contributions from special events such as political elections and the Olympics, core growth is tracking in the range of 3 percent,” said Steven Fredericks, president and CEO of TNS Media Intelligence. “In the near-term, we foresee no significant changes to underlying fundamentals that would move the overall ad market onto a different track. Our most recent forecast of 2.6 percent growth for 2007, while conservative, still seems appropriate.”

When you compare all spending in Television, Newspaper and Magazines in 2006 vs. 2005, Spanish language media represented 15% of all the growth in these three categories with an additional $566.2 million in added expenditures for the year 2006.

Ad Spending By Media

Internet display advertising registered a 17.3 percent increase to $9.76 billion as marketers continued to shift budgets towards targeted, digital media. Spot TV, boosted by record-setting levels of political advertising, was up 10.4 percent for 2006 to $17.23 billion. In the fourth quarter, which contained the last five weeks leading up to Election Day, Spot TV expenditures jumped 20.7 percent.

Performance in other parts of the TV marketplace was muted by a second-half slowdown. Network TV finished 2006 with $22.88 billion in expenditures, an improvement of just 2.5 percent against 2005. Cable Network ad spending rose 3.4 percent to $16.75 billion. Syndication was virtually flat at $4.24 billion.

Radio experienced a fourth quarter uptick and moved into positive growth territory for the year with $11.05 billion in spending, a rise of 0.3 percent. Softening ad page counts for Consumer Magazines trimmed revenue growth to 4.6 percent, at $23.19 billion for 2006. Local Newspapers saw expenditures for their print editions fall by 3.3 percent to $24.06 billion.

Share of Spending By Media

Full year performance followed the same core patterns observed in recent quarters. Internet display advertising continues to increase its share, accounting for 6.5 percent of total ad spending, up from 5.8 percent a year ago. Television gained 0.5 share points on the cyclical surge in local market political advertising. Newspapers lost 1.2 share points during 2006 and finished at 18.7 percent of expenditures.

Ad Spending by Advertiser

The top 10 advertisers of 2006 spent a combined $18.73 billion, a reduction of 2.8 percent versus the prior year period as robust gains from leading telecommunications companies failed to offset automotive category cutbacks. Across the top 50 companies, which are a more diversified group of marketers, expenditures were down 1.5 percent. Beyond the top 50, a segment that accounts for approximately two-thirds of the ad market, spending advanced a crisp 6.9 percent during 2006.

Procter & Gamble (P&G) maintained its spot atop the rankings with $3.34 billion in spending, up 3.3 percent versus last year. In contrast, Johnson & Johnson reduced its advertising budgets by 19.8 percent and fell from the fourth position to ninth position in the rankings.

General Motors (GM) barely held onto the number two spot and finished the year with $2.29 billion in spending, a reduction of $710 million or 23.7 percent decrease versus 2005. To put this in perspective, only 29 advertisers spent more than $710 million in 2006. A year ago, GM was the second largest advertiser behind P&G by just $220 million. The gap between the two advertisers is now more than $1 billion.

Elsewhere in the auto industry, DaimlerChrysler reduced its advertising by 10.7 percent, to $1.42 billion while Ford Motor Company, despite flat budgets in the fourth quarter, increased its full year outlays by 8.5 percent to $1.70 billion.

Telecommunications companies continued their vigorous spending with AT&T up 30.8 percent to $2.20 billion and Verizon Communications up 10.4 percent to $1.94 billion.

Ad Spending by Category

Although its fourth quarter spending rate eased, Telecommunications was the top spending category in 2006 at $9.43 billion, finishing at a gain of 10.3 percent. Nearly half of the sector increase was attributable to AT&T. The intense competition in this arena is reflected in the double-digit growth rates of ad budgets at nearly all the key companies including AT&T, Verizon, Comcast, Deutsche Telekom and Vonage.

Foreign Auto claimed the second spot at $8.73 billion, a drop of 1.2 percent from 2005. Higher levels of factory and dealer ad spend behind the Toyota brand were offset by large reductions at Nissan and Volkswagen. Domestic Auto expenditures tumbled 11.7 percent to $7.62 billion due to General Motors and DaimlerChrysler cutbacks, pushing the category down to the number six position. Automotive advertising has now declined for six consecutive quarters.

The highest growth rate among the top 10 categories was registered by Pharmaceuticals which jumped 13.8 percent to $5.29 billion. This was due to the strength of Merck’s marketing launch of an HPV vaccine and increased advertising activity at Pfizer and Astrazeneca.

Local Services & Amusements continued to expand, up 10.3 percent to $8.69 billion. This segment is a diversified mix of small advertisers outside the Top 500 rankings whose collective size and multi-media budgets have made it an important contributor to the overall advertising economy.

Financial Services (+2.0%) and Personal Care Products (+1.1%) eked out small gains.

Branded Entertainment

TNS Media Intelligence continuously monitors Branded Entertainment within network prime time and late night programming. The tracking identifies Brand Appearances and measures their duration and attributes. Given the short length of many Brand Appearances, duration is a more relevant metric than a count of occurrences for quantifying and comparing the gross amount of brand activity that viewers are potentially exposed to in the program versus in the commercial breaks.

In the fourth quarter of 2006, an average hour of monitored prime time network programming contained 5 minutes, 10 seconds (5:10) of in-show Brand Appearances and 18:11 of commercial messages. The combined total of 23:21 of marketing content represents 39 percent of a prime time hour.

Unscripted reality programming had an average of 8:55 per hour of Brand Appearances as compared to just 2:34 per hour for scripted programs such as sitcoms and dramas. Late night network talk shows had even higher levels, averaging 10:17 per hour. The combined load of Brand Appearances and paid ad messages in these shows approached 33 minutes per hour, or 55 percent of total content time.

Posted by Ahorre at 04:26 AM

February 25, 2007

Hispanic Households database

Latin-Pak. Effective immediately Latin-Pak has increased the number of pure Hispanic Households in it's database to 8,999,196. Within the Hispanic market sector, distinct buying trends are emerging. In order to successfully market to these unique sectors, it is imperative that marketing programs include a strategy that allows them to reach 100% Hispanic households.

Latin-Pak's entire Hispanic database allows clients to optimize their Hispanic marketing programs in order to address the new trends in this burgeoning market sector. "As within any market segment, we are now able to track and recognize similarities and differences in buying trends within different types of Hispanic Households," explains Vince Andaloro, CEO of Latin-Pak. "Latin-Pak's state-of-the-art database technology has allowed us to create a database that is purely Hispanic. Couple this with our in-depth knowledge of the different strata within the Hispanic market, we can assist our clients in generating the proper message to reach their targeted consumer."

As the fastest growing population in the United States today, Hispanic buying power is growing exponentially. The 100% solely Hispanic database allows clients to focus on this increasingly important market sector. Hispanics have many distinct similarities that include; a focus on family, tradition and media preferences. Within their Hispanic Database, Latin-Pak's selects allow clients to address the different trends that are emerging within the Hispanic Market. These include affluence, age of the head of the household, sex, children and preferred language. Through the use of Latin Pak's reliable data-driven Hispanic database, clients can generate an effective message that will successfully attract Hispanic consumers.

About Latin-Pak
Latin-Pak, a eleven-year old Hispanic Direct Marketing firm with offices in Los Angeles, California and headquarters in St. Louis, Missouri, is a proven leader with a history of success working with many top advertising agencies and Fortune 500 companies across the United States. For over ten years Latin-Pak has been marketing to Hispanic homes nationwide, utilizing a combination of various direct delivery methodologies to effectively reach Latino consumers "in-home" through Direct Mail, Door-to-Door, Spanish Free Standing Insert Programs, Hispanic Databases and Insert Programs. For additional information call 800-625-4283, contact Rodney Bass, National Sales Manager, at rodney @ latinpak.com or visit our website at LatinPak.com

Posted by Ahorre at 08:05 PM

February 03, 2007

Got Milk in Spanish

Hispanic moms nationwide are learning more about the importance of making good beverage choices for their children and families largely due to the Milk Processor Education Program’s latest campaign. New television advertising, created by SiboneyUSA, targeting the Hispanic audience, was launched earlier this month.

The campaign was created to communicate to Hispanics the importance of drinking 3 glasses of low-fat milk a day. The advertising features two 30 second executions and utilizes Hispanic talent to encourage moms to give their kids 3 glasses of low-fat milk per day. The commercials emphasize that low-fat milk is equal in nutritional value to whole milk and has been shown to help kids grow healthy, strong, and in shape as well as provide nine essential vitamins and minerals including calcium, protein, potassium, phosphorous, and vitamins A, B12, and D. Titled “Flamenco” and “Superhero”, these ads touch on the value system of Hispanic households and the aspirations of their children. The ads will air in spot markets on Univision, Telefutura, Telemundo, Azteca, and be seen year-round.

Posted by Ahorre at 10:05 PM

January 28, 2007

The U.S Hispanic Wireless Market

According to California-based Cheskin Research, nearly half of U.S. Hispanics have mobile phones, which translates into a market of roughly 16 million people. Insight Research reports that Hispanics spent nearly $4 billion on wireless last year – a figure that is expected to reach $4.4 billion by the end of 2003. El Nuevo Telefono iPhones de Apple

So it’s no wonder the six leading carriers – AT&T Wireless, Cingular Wireless, Nextel, Sprint PCS, T-Mobile, and Verizon Wireless – have cast a wide look for Hispanic customers. Cingular Wireless lays claim to the Internet portal "Mi Ventana Movil", a Spanish-language version of the company’s "My Wireless Window" site. AT&T Wireless offers subscribers access to the carrier’s Spanish-language Web site. And Sprint PCS and its Mexico-based partner Pegaso PCS recently teamed up to offer Wau.com, a Spanish-language wireless portal.

Posted by Ahorre at 09:10 PM

January 20, 2007

The Future Of Mobile Marketing Gadgets

eMarketer - Mobile phones started as simply another way for people to say hello to one another, but they may soon have a profound impact on the way all advertising channels interrelate.

Massive pure-play mobile marketing campaigns will be thin on the ground during 2007. Far more prevalent will be cross-media plays where the direct response capabilities of handsets provide the punch line to a rich media setup in other media such as television, radio or print.

"This year, one of the main challenges for marketers and carriers will be how to evolve a mobile consumer culture that accepts and responds to advertising," says John du Pre Gauntt, eMarketer senior analyst and the author of the new Mobile Marketing and Advertising report. "This will entail knowing what to attempt — as well as what they should definitely not attempt."

eMarketer predicts that the global market for mobile marketing and advertising will grow from about $1.5 billion in 2006 to $13.9 billion in 2011.

"After a lot of hand-wringing and some spectacular successes — as well as flameouts — mobile operators, brands and consumers will learn from each other about what works and what does not work," says Mr. du Pre Gauntt, "just like they did for online."

Already in pioneering mobile markets such as Japan, quick response codes embedded in magazines offer readers the chance to maintain a connection to the editorial content while clueing publishers and advertisers to consumers' changing interests through mobile connections.

Combine innovations like that with the continuing march of advanced networks and handsets in Western Europe, North America and the Asia-Pacific region, and the stage is set for an explosion for mobile marketing and advertising.

A survey of 50 leading brands in Europe by Vanson Bourne found that the top three categories for tactical responses that brands look to drive through mobile marketing included requests for more information, making a purchase or booking, and discovering new attributes about a brand.

"Brands, agencies and carriers will need to cooperate in deeper, richer and more complicated and interrelated ways or risk losing out on the world's most prevalent interactive platform," says Mr. du Pre Gauntt.

All players in the mobile space must be prepared for change — and they must get over the perception that mobile is a "premium" communications or media channel.

"However, even after that hurdle is cleared, some major obstacles stand in the way, not the least of which is general consumer reluctance to accept marketing or advertising messages to subsidize their mobile content or service experiences," says Mr. du Pre Gantt. "Given the past history of 'customer service' on the part of mobile carriers, this is not a trivial issue."

Revenue sharing, consumer privacy and the need for carriers to provide marketing-relevant measurements are only some of the shoals through which marketers need to navigate.

"The fact is that mobile is now a lifestyle technology, which is good news for marketers but nothing they should take for granted," says Mr. du Pre Gauntt.

Posted by Ahorre at 05:20 PM

Learn About Lifestyle Advertising Online

When companies adopt "Lifestyle Advertising" they will be best positioned to influence conversations around their brands, drive consumer purchasing behavior and monetize the ongoing customer relationships they seek, reveals a PricewaterhouseCoopers LLP report.

"The most fundamental shift in the history of media usage is upon us," said Michael D. Kelley, partner, PricewaterhouseCoopers. "Today, consumer dialogue is happening in real time, with unprecedented speed and volume, with or without the willing participation of content providers, distributors, advertisers or their agencies. We are experiencing a technology-driven social renaissance that is creating unprecedented opportunities for the advertising industry to execute its core principles in powerful new ways."

PwC describes Lifestyle Advertising as advertising and messaging that allows advertisers to respond to consumer feedback in an ongoing and interactive way through a continuous dialogue. It embraces online discussion boards, chat rooms, blogs, user-review forums and social networks to gain greater insight into consumer preferences, interests and points of view. It is advertising that is personalized, participatory, and socially interactive and is built around dynamic, real-time conversations between companies and consumers. To fully capitalize on Lifestyle Advertising, advertisers must engage consumers in real-time conversations that are relevant and trustworthy, and as a result, gain insights into product positioning, customer service effectiveness and future company strategy.

According to PwC, the three principles of Lifestyle Advertising are:

Relevance -- Advertisers have to understand the issues that are important to customers' lives and build strategies around them.

Engagement -- Converged media redefines engagement as it combines both brand-level and product-level interactions in the same consumer experience.

Trust -- To successfully engender trust with the consumer, efforts must be genuine and transparent and companies must act on what they hear when listening to consumers.

"As advertisers begin to focus on building relevant, engaging, and trustworthy conversations, they necessarily will shift substantial investment from traditional advertising toward Lifestyle Advertising. This does not mean the demise of traditional television advertising or traditional newspaper publishers, but rather the emergence or evolution of traditional mediums toward Lifestyle Advertising," said Deborah Bothun, U.S. Entertainment & Media Advisory Practice Leader, PricewaterhouseCoopers. "To truly monetize today's evolving customer relationships, advertisers, content providers and distributors must mobilize, measure and unleash the power of consumer communities. Companies must be as dynamic as the market itself."

The Lifestyle Advertising approach will require new media strategies and significant organizational changes, driving companies to look at the demands of today's converged media environment. Specifically, companies must:

Listen to the Market -- Companies along the advertising value chain must view their audiences not as a collection of consumers, or even as a portfolio of demographic profiles, but rather as individual customers.

Change and Respond -- To maximize and monetize their Lifestyle Advertising potential, businesses must be open, have real-time flexibility and enable informed risk-taking. They must organize around the ongoing conversations in which they are participating.

Evaluate Efforts and Influence -- Forward-thinking companies, along with their measurement provider and agency partners, now have a unique opportunity to pioneer new measurement standards, increase advertising spending accountability and lead the industry in investing in the technologies and processes that will better gauge the effectiveness of advertising in this era of converged media.

The paper explores the significant shift occurring in media usage within the consumer marketplace and the dramatic impact that changing consumer behavior and social networks have on brands and traditional approaches to advertising. Consumer audiences now have the ability to talk directly to companies as well as about them. Having gained the power of a worldwide forum, consumers can very publicly impact brands, products and services. They can skip, ignore or avoid whatever they do not wish to view or engage. This new consumer empowerment can dramatically affect the programming and media distribution channels that rely on advertising support.

Posted by Ahorre at 05:12 PM

January 10, 2007

Marketing Turismo de Puerto Rico Tourism

Puerto Rico será presentado como destino turístico a partir de hoy miércoles en el programa de ventas por televisión estadounidense “QVC”, lo que permitirá que 90 millones de hogares en América del Norte vean con sus propios ojos lo que ofrece la Isla.

La directora ejecutiva de la Compañía de Turismo, Terestella González Denton, dijo que la transmisión se producirá en directo en un programa mañanero y otro vespertino desde las inmediaciones de la sede de Turismo, en el Paseo de la Princesa del Viejo San Juan.

“Además... la cadena ha estado motivando a su audiencia, a visitar la página de Internet de Turismo, www.gotopuertorico.com, desde donde los usuarios pueden reservar y comprar sus pasajes y estadías”, indicó la funcionaria.

Según Hernández Denton la exposición de Puerto Rico como destino turístico llegará por este medio hasta los mercados de Japón, Alemania y el Reino Unido, además de Estados Unidos y Canadá.

El equipo de producción de QVC llegaráhoy a las 6:30 de la mañana a bordo del crucero MSC Opera, proveniente de Fort Lauderdale con unos 1,100 clientes preferidos de QVC. Llegarán a San Juan después de visitar Saint Thomas y Santo Domingo.

“Esta es la primera vez que la cadena QVC mercadea un destino turístico y ofertas vacacionales como parte de su programación. Esto nos da una ventaja significativa sobre nuestra competencia caribeña”, explicó González Denton.

Desde San Juan se harán dos transmisiones especiales de dos horas cada una. El primer programa, “The QVC Morning Show”, con su anfitrión Pat James Dementri, se transmitirá de 8:00 a 10:00 de la mañana, hora de Puerto Rico.

El segundo, “In the Kitchen with Bob”, con el anfitrión Bob Bowersox, será de 4:00 a 6:00 de la tarde, y en el que participará la chef puertorriqueña, Giovanna Huyke.

Turismo informó que se han organizado actividades para los pasajeros del barco crucero que incluyen recorridos por el Viejo San Juan, degustación de rones puertorriqueños y clases de salsa.

Además un grupo de artesanos venderá sus productos artísticos y culinarios, indicó González Denton

Posted by Ahorre at 01:01 AM

January 09, 2007

Immigration Reform Marketing Teleseminar

Hispanic Immigration Leaders to Anchor National PRSA and Hispanic Market Pro Teleseminar February 14 on the Impact and Implications of Immigration Reform for Marketing Communicators.

Hispanic PR - Hispanic Market Pro (HMP) and the Public Relations Society of America (PRSA) are hosting an unprecedented national teleseminar Thursday, February 14 titled “The Impact and Implications of Immigration Reform for Marketers.” The teleseminar, which will take place from 3 to 4 p.m. ET, will be anchored by a stellar cast of Hispanic marketing, corporate and public policy leaders who will discuss the immigration issue in-depth with an emphasis on the implications for marketing communicators, which has never been fully explored before. Time will be allotted for Q&As at the conclusion of the 60-minute teleseminar.

From Florida to California and in points across the U.S., undocumented immigration is one of the hottest and most contested topics today but what are the implications of this issue for marketing communicators? Some of the practical topics that will be covered include:

-- What is the size, demographic data and purchasing power of undocumented immigrants in the U.S. of Latino descent? What are the top five largest markets of undocumented Hispanic immigrants?

-- What did the immigration protests of 2006 achieve and how might they have accomplished more?

-- How will the immigration reform debate change now that the Democrats are in control of Congress and what is the likely timeframe for tangible changes?

-- How does the immigration debate affect the way we approach communications and outreach to the Hispanic Consumer Market (HCM)?

-- Are corporations currently targeting and/or reaching undocumented immigrants, and if so how?

-- Should corporate America engage in any initiatives to assist undocumented immigrants and if so, what are some of the safest ways?

-- What are the types of grassroots programs and initiatives that can be developed to reach out to the undocumented immigrant community? What are their preferred media marketing vehicles?

-- Which industries seem most attuned to marketing communications related to the high number of undocumented immigrants?

-- What are the unique challenges of marketing to undocumented immigrants?

-- How can marketers develop campaigns that are sensitive to all Hispanics, including the undocumented immigrant segment?

-- Should marketing communicators leverage immigrations issues in their communications? Why or why not?

-- What is the impact of the 10-12 million undocumented Latino immigrants? Can their purchasing power be harnessed? How?

-- What role, if any, will immigration demonstrations play in helping shape the debate moving forward in 2007 and 2008?

-- How does the fear of national undocumented worker raids affect the cost of doing business?

-- How can communicators in government and non-profit organizations gain the trust of undocumented immigrants that they may be trying to help?

-- Are there any special considerations for non-profit organizations reaching out to immigrants?

-- Are online tools available to market to undocumented Latinos and if so, what are they?

The teleseminar panel will feature the insights of:

Brent A. Wilkes, National Executive Director, League of United Latin American Citizens (LULAC). Wilkes manages the operations of the country's largest and oldest Latino advocacy organization focusing on improving the quality of life for all Hispanics.

John Trasviña, President and General Counsel, Mexican American Legal Defense and Educational Fund (MALDEF)—Trasviña is one of the nation’s leading public policy authorities on Latino civil rights and matters affecting immigrants, minority communities and women.

Hilda Delgado, Partner, The Ideas Group—Delgado has been in the trenches of some of the most intense and complicated labor disputes and was a lead organizer of the 2006 Los Angeles pro-immigrant protests, which were the nation’s largest.

John Echeveste, Partner, Valencia, Perez and Echeveste Public Relations—Echeveste is a founder of the Hispanic Public Relations Association (HPRA) and is considered one of the pillars of Hispanic PR.

Moderator Jim Estrada, Chairman & CEO, Estrada Communications Group—A former TV news reporter whose marketing communications agency has serviced corporate giants Anheuser-Busch, Cingular, McDonald's and Wal-Mart in their HCM outreach efforts, Estrada is one of the most respected Hispanic PR pioneers in the nation.

Access rates per teleconference call-in site are:

-- $150 for PRSA and HPRA members
-- $185 for non-PRSA members
-- $85 for members of PRSA’s Multicultural Communications and Educators Academy sections
-- $85 for members of the media
-- $25 for PRSSA students

Click here to register for the teleseminar, http://cms.prsa.org/PDseminars/registration.cfm?semID=137

Posted by Ahorre at 08:55 PM

December 04, 2006

Contest Advertising Age Multicultural Agency

AdAge.com - U.S. hispanic ad agencies kept up their double-digit growth in 2006 as they lured first-time Hispanic advertisers into the market, expanded such as digital, and continued to go beyond Spanish-dominant Hispanics to target English speakers and even vie for some general-market assignments.

A sampling of the entries for Advertising Age's Multicultural Agency of the Year contest -- the winner will be announced in the Jan. 8, 2007, issue -- found U.S. Hispanic shops grew anywhere from 11% at some of the biggest agencies to 60% for hotshops such as La Comunidad, Miami. The biggest Hispanic agency, Publicis Groupe's 49%-owned Bromley Communications, San Antonio, grew 11%, as did No. 4, Omnicom Group's Dieste Harmel & Partners, Dallas.

Hispanic online ad spend
As Hispanic online spending grew to an estimated $150 million from $100 million last year, more Latino shops invested in digital growth. Dieste became the first Hispanic agency with a presence in Second Life. Zubi, one of the most web-savvy Hispanic shops, started an integrated marketing group called iZubi that has already done a film festival, the Mercury Latino Lens Short Film Challenge, for its biggest client, Ford Motor Co. And Grupo Gallegos added its first directors for interactive and direct marketing.

The Vidal Partnership, the largest independent Hispanic agency, continues to be a leader in content development online. The web played a major role in a humorous crusade against mediocre food for client Wendy's, presented as a make-believe benefit by imaginary Latino music stars (noalacomidamediocre.com). For Century 21, Vidal created a character called Beto Casas, a real-estate agent who helps Hispanic home buyers and likes to play dominos.

Work for bilingual and English-speaking Hispanics is becoming a bigger part of agencies' business. Creative hotshop Grupo Gallegos, expanding into nonadvertising business issues, is helping a CBS affiliate in Houston figure out how to appeal strategically and tactically to bicultural, English-speaking Hispanics.

General-market AOR work
This year La Comunidad boasted its first general-market agency-of-record assignment, for Remy Martin. And Machado Garcia-Serra, Miami, parlayed its Hispanic work for Florida Power & Light into a takeover of the power company's general-market communications efforts.

Growth is also coming from marketers who are targeting Spanish-dominant Hispanics for the first time. Farmers Insurance, at a disadvantage because rival insurance companies market heavily to Hispanics, finally entered the Latino market with a $7 million account for Interpublic Group of Cos.-backed Accentmarketing, Miami. The agency also picked up a strategic-planning assignment, a common first step for marketers testing the Hispanic market, for MacDill Federal Credit Union.

Even established Hispanic marketers are adding more brands to their spending. Accentmarketing client General Motors Corp., the No. 2 Hispanic advertiser, never put much Hispanic support behind vehicles such as the Hummer. After a campaign this year to create distinct brand images for numerous cars, Hummer sales to Hispanics rose by 57%, and Pontiac's Hispanic market share grew 10%. Pepsi-Cola, another longtime marketer to Hispanics, did its first Spanish-language work for Sierra Mist this year.

Posted by Ahorre at 11:27 AM

September 20, 2006

Hispanic Trends In Hispanic Consumer Spending

Hispanic Marketing - PR Wire - The Association of Hispanic Advertising Agencies (AHAA) announced today the results of its survey assessing trends and influential factors in US Hispanic advertising over the past decade. The survey, part of AHAA's reflection on the industry in celebration of its 10-year anniversary, questioned AHAA member agency principals about events affecting their businesses and their projections of future investments by corporate America to reach the approaching $1 trillion in US Hispanic consumer spending. Hispanic Trends In Hispanic Consumer Spending

Posted by Ahorre at 09:43 AM

September 17, 2006

Hispanic Market Language Preferences Changing

By Barbara Ferry, Luis Sanchez Saturno, THE NEW MEXICAN - People who fear Latin American immigrants don't assimilate well into the United States and might threaten the country's English-language cultural identity should relax. So says Ruben Rumbaut, a University of California, Irvine sociologist and principal author of a new study on the "life expectancy" of Spanish among Latin American immigrants and their children.

The study published in this month's Population and Development Review found that Spanish tends to disappear among the children and grandchildren of immigrants at rates similar to native languages of other immigrant groups.

The authors studied language-use among Latino immigrants and their descendants in Los Angeles, San Diego and southern Florida. In the second generation, fluency in Spanish was greater for Mexican immigrants than for other Latin American groups and substantially greater than the proportion of Asian immigrants who could speak their native language well.

But by the third generation, only 17 percent of Mexican immigrants could speak fluent Spanish and in the fourth generation, just 5 percent could, the study found.

In terms of daily use, Spanish can be expected to die out within two generations among Mexicans and other Latin Americans, the study concluded. The study found that Spanish dies out among children and grandchildren of immigrants even in areas with huge Latino enclaves.

Source: (C) 2006 The Santa Fe New Mexican.

Posted by Ahorre at 05:22 PM

August 23, 2006

Hispanic TV Household Increase

Hispanic Latinos and Asians remain the fastest-growing national segments of the population, with television households for each increasing by 3.6 percent over last year, according to Nielsen Media Research.

Nielsen's National Universe Estimates (the estimate of television viewers within the population) also show that the number of Black or African American television households grew faster than the national U.S. average, 1.3 versus 1.1 percent, respectively.

Although Nielsen has previously released information on total Asian households, this is the first time that it has released information on national Asian demographics.

200 Million Mobile Phones in USA Today

Posted by Ahorre at 11:29 AM