Posted by Elena del Valle on August 31, 2005
In an effort to assist the communities affected in the aftermath of Hurricane Katrina, Hispanic PR Wire will be offering free Katrina relief-related distributions until September 7, 2005. The goal of the free distributions is to spread the word about relief available for victims. Press releases will be subject to review by the Hispanic PR Wire staff prior to distribution. Hispanic PR Wire is a news release distribution service targeting Hispanic markets. Details at www.HispanicPRWire.com
Posted by Elena del Valle on August 31, 2005
Program Director Felipe Korzenny, Ph.D.
FSU launched the Center for Hispanic Marketing Communication, which will offer a variety of classes towards a minor or graduate certificate in Hispanic Marketing Communication as well as a certificate program for Hispanics. Marketing to this Hispanic population requires an understanding of language and cultural issues. To lead the effots FSU appointed Hispanic marketing expert and FSU professors Felipe Korzenny, Ph.D. and his wife, Betty Ann Korzenny, who strongly believe a cultural approach is the only way to reach Hispanic audiences effectively. This month, the Korzennys released their new book, Hispanic Marketing: A Cultural Perspective by publishing house Elsevier.
The professors at the center will teach advertising, consumer behavior, communications and the cultural nuances professionals need to know when catering to the U.S. Hispanic market. Some marketers report a “brain vacuum,” claiming that there are not enough professionals trained to meet the demands of this growing demographic.
“The United States is the second-largest Spanish speaking nation in the world,” explains Korzenny, “and the pace of growth of this population far exceeds the base of true cultural knowledge and understanding of this population among marketing professionals. Hispanics are the most important and fastest growing segment in the U.S. consumer marketplace.”
The growing Hispanic population is profoundly changing the marketing landscape. Hispanic purchasing power is expected to reach $1 trillion by 2008, according to the Selig Center, and the Hispanic population is conservatively predicted to more than double in size by 2050, reaching 24 percent of the total U.S. population, according to the U.S. Census Bureau. The Hispanic advertising industry is outpacing all other sectors of advertising growing four times faster and is now more than a $4 billion industry, according to the Association of Hispanic Advertising Agencies.
The Center offers a graduate certificate program, an undergraduate minor in Hispanic marketing communications and an executive seminar series. The two- to three-day seminars, targeted at decision makers, will be conducted at the University and other locations in the U.S. They are expectd to provide convenient venues for intense learning experiences on the rapidly changing Hispanic market. The purpose of the seminars, led by FSU faculty and national experts, is to provide participants with in-depth information on the complexities of the U.S. Hispanic market. Seminars will focus on language, acculturation and segmentation and include presentations by experts in academia and business and applied sessions in which participants will use their newly gained knowledge for practical Hispanic marketing.
Graduate Certificate Program
The interdisciplinary program enables students to learn about this emerging market by gaining experience through business and marketing, behavioral theory, modern language, and Hispanic cultural studies. The certificate is comprised of 18 course units, including an Hispanic-related industry residency.
In order to participate students must already be admitted to a graduate program at Florida State University, achieve a cumulative GPA of 3.0 and have competency in Spanish. Hispanic Marketing Communication is a required course. Students must also select Core Courses from the following: Behavioral Science Theory, Business and Marketing Strategy, Hispanic History and Culture, Modern Literature or Practical Language Application. Completion requirements include 18 credits and a residency requirement which prompts students to complete a minimum of six weeks of residency in Hispanic-related marketing or business.
Undergraduate Minor
The interdisciplinary coursework, available to students of all academic areas, provides students knowledge of attitudes and behaviors that should allow them to successfully plan and execute marketing communications programs directed to Hispanic populations. In order to participate students must fulfill requirements for admission to Florida State University and maintain a cumulative GPA of 3.0 in all coursework. They must also have competency in Spanish. Hispanic Marketing Communication is a required course. Students must also select Core Courses from the following: Business and Marketing Strategy/Behavioral Theory, Hispanic History and Culture, Modern Literature or Practical Language Application. Completion requirements include 15 credits for communication majors and 12 credits for others. Scholarships available include the Fry Hammond Barr Scholarship in Hispanic Marketing Communication for undergraduate students (up to $2,500) and the Pablo J. Lopez Memorial Scholarship in Hispanic Marketing Communication for undergraduate students (up to $2,500).
Posted by Elena del Valle on August 30, 2005
Univision’s New York station WXTV was the number one prime time station in the market in August 2005 based on Nielsen Media Research ratings. This was the first time a Spanish-language TV station outranked the other stations in New York, considered by many the top U.S. TV market.
The station placed first among the two key demographic groups, adults 18-49 and 25-54 during the survey period, July 28 through Aug. 24. Among 18-49 year-olds, WXTV had a 2.2/6. WCBS, a Viacom owned station and CBS flagship was next with a 2.0/6. WNBC. Third was NBC with a 1.9/5; followed by WABC, an ABC station with 1.8/5. WXTV scores for its 6 and 11 p.m. newscasts were also very competitive, placing in second place after WABC among Adults 18-49 and 25-54.
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Filed Under: Media
Posted by Elena del Valle on August 29, 2005
Hispanic Business, one of the oldest magazines to cover the U.S. Hispanic market from a business perspective, published a note on the Hispanic Marketing & Public Relations book on its websitehttp://www.hispanicbusiness.com/news/newsbyid.asp?id=25097
Posted by Elena del Valle on August 29, 2005
Michael Schwimmer
Los Angeles (August 22, 2005) – Sí TV, the first English-language Latino television network, named Michael Schwimmer Chief Executive
Officer. The announcement was made by Jeff Valdez, co-Founder and chairman of Sí TV. Schwimmer, who most recently was executive vice president of Programming and Marketing for DISH Network, will take the helm as Sí TV’s first CEO on September 6th.
“Michael is one of the most respected executives in the industry with a unique understanding and successful track record regarding the large and rapidly growing Latino marketplace that we address,” said Valdez. “Michael has been a member of the board of directors since the inception of our network in March 2004 and he knows the company well. We look forward to his experience and leadership.”
“I am thrilled to be joining Jeff and his team, who have created one of the most exciting new networks in many years, and I’ve seen just about all of them,” says Schwimmer. “It’s amazing that, as an independent network, Si TV has already created award-winning original programming for an underserved English-speaking Hispanic audience representing more than 50% of all Hispanic households in the country.”
Sí TV is a television network dedicated to bringing entertainment to Hispanic audiences in English. As the U.S. Hispanic population continues to grow exponentially, one of its most coveted segments is the 18-34 demographic described by some as “Generation Si,” who are second and third-generation acculturated Hispanics. Most of them speak little or no Spanish and watch English-language media. At the same time they identify strongly with their Latino heritage and respond positively to Latino-oriented television programming.
Sí TV is an English-language, Latino network featuring hip and irreverent, culturally-relevant programming targeting the growing young Latino and multi-cultural TV audience. Voted by Multichannel News as one of the “Top 10 Next Networks,” Si TV reaches 10 million homes nationwide. The network has forged affiliation agreements with Comcast Cable, Time Warner Cable, Cox Communications, Adelphia and Grande Communications, while EchoStar’s DISH Network features Sí TV as part of its “America’s Top 120” package. Investors in the network include Time Warner Inc. (NYSE: TWX), SYNCOM Funds, Columbia Capital, Rho Ventures, DND Capital Partners, Llano Partners, company co-founder Barshop Ventures and EchoStar Communications Corporation (NASDAQ: DISH). Co-founded and chaired by Jeff Valdez, who was recently named a “Top 10 Player” in Hispanic media by Ad Age Magazine, Sí TV was established in 1997 as a production company to develop, produce and distribute original English-language, Latino-themed entertainment. For more information visit SiTV online at www.SiTV.com .
Posted by Elena del Valle on August 29, 2005
Latin Heat Online, an online publication led by Bel Hernandez and focused on the entertainment industry, published an article on the Hispanic Marketing & Public Relations book at http://www.latinheat.com/news_pr.php?nid=4664
Posted by Elena del Valle on August 28, 2005
Pre-publication copies of the Hispanic Marketing & Public Relations Understanding and Targeting America’s Largest Minority (Poyeen Publishing, $49.95) book are available for purchase directly from the publisher. Media mail shipping is complimentary.
Click here to buy it now!
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Filed Under: Book
Posted by Elena del Valle on August 26, 2005
NCLatino.com, an online source of Latino news in the North Carolina area, published an article on the Hispanic Marketing & Public Relations book at http://www.hispanicprwire.com/print_in.php?id=4664&cha=14
Posted by Elena del Valle on August 26, 2005
La Jungla en la Kalle Hosts
Miami, Florida– Univision Radio Miami launched a new morning show for La Kalle 98.3 FM, La Jungla en La Kalle, which includes the humor and charisma of Miguel “El Flaco” Gonzalez, Jesus Salas and Alberto Sardiñas. The high-energy “wild boys” plan to transform morning radio into “a jungle of original and interactive entertainment that best mirrors South Florida’s vibrant and diverse nature.” WRTO La Kalle 98.3 FM’s music mix primarily features mainstream Reggaeton hits with a blend of top Salsa, Merengue, Bachata and Latin Pop. La Kalle executives hope the program’s combination of rhythms positions the station as innovative and cutting-edge in the marketplace.
More information at www.Univision.com, Uniclave: La Kalle 98.3
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Filed Under: Media
Posted by Elena del Valle on August 25, 2005
¡QueOnda!Houston.com published an article on the Hispanic Marketing & Public Relations Book. To see it, follow this link:
http://hprwguaranteed.latinclips.com/hprw/queonda.cfm?http://www.hispanicprwire.com/print_in.php?id=4664&cha=14
