November 02, 2005
Hispanic College Graduates Media Audit Survey
* 87 surveyed markets 2002 /2004, Hispanic adult population increased 16%, while Hispanic college grads increased 22%
* The Hispanic college graduate as a group is significantly younger than that of the general population college grad, (23% are over 50, as compared to 38.4% of the general population)
* Hispanic college graduates increased from 3.6 million to 4.4 million, of which more than 1.3 million have advanced degrees
* 63.2% of Hispanic college graduates have incomes of $50,000 or more, while 41.7% have incomes of $75,000 or more
* In terms of their media habits, almost 27% of college educated Hispanics consider themselves "heavy" radio listeners, (180 minutes or more/day), versus only 22% of all college educated adults
Posted by Ahorre at 08:25 PM
May 02, 2005
Hurban is Hispanic Urban
By Cary Darling - Hurban, shorthand for Hispanic urban, is the talk of the radio world. The new musical format could turn out be one of the hottest sounds to hit the airwaves in the last decade. Or it could be a trove of fool's gold. Hurban
Coupled with marketing catchphrases like "Latino and Proud" and "Where Latinos Live," the hurban format is the latest attempt to tap into the burgeoning Latino youth market, especially those in the second generation or beyond who are either bilingual or whose knowledge of Spanish doesn't extend beyond Salma Hayek.
Posted by Ahorre at 07:22 AM
February 23, 2005
Hip Hop: The Future of Marketing
By Cory Treffiletti - A few weeks back I started to tackle the questions of “What would you do if you couldn’t use any of the standard forms of advertising?” “What would you do if they didn’t exist?” These are not simple questions, but I came across some interesting ways to answer them and I wanted to see what you thought.
Advertising is fundamentally the study of human behavior. Advertising is a means to understanding groups of people, identify what are their characteristics, desires, and needs, and provide them with the tools and services that meet those requirements.
If you break it down to its most basic element, advertising is very much like psychology but coupled with a control element. A psychologist attempts to understand whereas an advertising professional attempts to understand and influence.
If you didn’t have the traditional means of advertising to a consumer and you had to find a different means for doing so, then the conclusion I come to, is you’d look to sponsor, or enable, a lifestyle.
Some means of creating a certain type of lifestyle identify what elements add to that type of lifestyle and then package them in some fashion and offer them to the types of consumers who are interested in adopting that lifestyle. There are examples of this in the market today with tag lines such as “Membership has its privileges” where you use your credit card to enable a lifestyle, but what about taking it one step further?
The best example of this that I could find is in hip-hop. In the ‘80s and early ‘90s, hip-hop was a term used to specify a type of music. In the late ‘90s until today the term is being used for a lifestyle and a cultural change. Hip-hop applies to sports (see the recent articles in ESPN magazine tying hip hop to the NBA), it applies to fashion, and it applies to a method of self-expression. Within the cultural phenomenon of hip hop there are two to three brands that exemplify this type of marketing and prove the model can work.
Arguably, the rise of hip hop started with Def Jam. Def Jam was the label for many early artists and included some of the biggest such as LL Cool J, Run DMC, and The Beastie Boys. These artists all had their very own manners of self-expression and young people emulated what they saw.
Russell Simmons recognized this and over time developed extensions of his brand into such projects as Def Poetry Jam and the clothing label Phat Farm. Similar paths were followed by P. Diddy (Bad Boy Entertainment and Sean John) and Jay-Z (Roc-A-Fella Records, RocaFella Clothing, S. Carter, and Reebok). Nowadays every artist with a hit record has a clothing line, a sneaker, and a label. These folks are driving the development of a culture and truly enabling a lifestyle. They are examples of where advertising is going.
The consumers of these brands are more than happy to wear the labels and spread the word. All of these brands have labels front and center. What’s to stop any other brand in sports from doing the same? Nike and Adidas do a great job of getting their logos everywhere, but what if they started a record label? What if they started their own lines of snack bars and sports drinks? What’s to stop a gaming company from creating their own line of clothing or fashion accessories?
Enabling a lifestyle is a grand concept, but it’s certainly one direction advertising could go. We use terms such as reach, frequency, “surround,” and experiential to describe how advertising works in today’s market. These examples mentioned above embody all of these elements and more. They are great examples of someone’s vision to drive a group of people in a similar direction and to sell more products. I recognize that it’s about more than sales, but at the end of the day, each of these efforts are commercial and aimed at selling products.
What do you think of the idea? Do you see anything else that is an example of this trend?
Posted by at 01:01 PM