Posted by Elena del Valle on March 17, 2006
Photos: Publicitas
Miami, Florida – Publicitas LHM, a national Hispanic print media advertising sales company, announced the appointment of Marión Mézáros as regional account director for the West Region, and Mitch Korn as regional account director for the Northeast Region.
Mézáros is a seasoned advertising and media sales executive with more than 10 years of multicultural media planning and ad sales experience in the Los Angeles market. Her experience includes working for Western International Media as print negotiator, Muse Cordero and Ad Americas as media supervisor, and most recently as director of sales and marketing for the Mexican business newspaper El Financiero.
On the East Coast, Korn will concentrate on developing the pharmaceutical and auto categories. Korn was sales executive for Katz Hispanic Media, Telemundo Network, News Corp, and JSA Publishing, where he specialized in print media marketing products.
“Marión will provide our clients her valuable experience and know-how of the Hispanic media market,”, said Amelie Ferro, vice president Business Development, Publicitas LHM.“Mitch brings over fifteen years of experience in the Hispanic media industry, and will assist our advertisers in understanding how to best reach this audience thru print.”
Part of the PubliGroupe-Publicitas Promotion Network Company, Publicitas-LHM was launched as a specialized division to partner with leading U.S. Hispanic publishers to extend leverage and resources on a national advertising sales platform. Publicitas-LHM has engaged a national sales team as an extension of its represented publishers to promote and grow advertising revenues for its media partners. A division of PubliGroupe, operating with 53 offices across four continents, Publicitas is responsible for the international activities of the group and is one of the largest global advertising sales networks representing some of the most prestigious newspaper and magazine publishers from around the world. More information about the company is available at Publicitas.com.
Posted by Elena del Valle on March 16, 2006
Jose Cancela, principal, Hispanic USA
Photo: Hispanic USA
Synovate will present diversity and Hispanic market updates “Reaching America’s Diversity Populations,” based on the 2006 U.S. Diversity Markets Report, in four U.S. cities. The first daylong presentation was held in Chicago, March 14. A second presentation will take place at the Millenium Biltmore on Thursday, March 16 in Los Angeles, California. These will be followed by presentations at the Colonnade Hotel, Coral Gables, Florida on March 21 and New York Marriott East Side, New York City on March 23.
The roster of presenters is a combination of Synovate speakers , sponsors and diversity market experts. New York presentations will include “Now! The Multicultural Landscape” by Everett R. Hernandez, Jr., “Effective Market Segmentation of the Hispanic Market” by James Starks and “Hispanics and Financial Services” by Claire Braverman from Synovate. Other presenters will discuss: “Vibe and the Birth of Vixen” by Lou Lopez, research director, Vibe magazine; “Moving Hispanic Newspaper Research Forward” by Rossana Rosado, publisher, El Diario La Prensa, and “Cracking The Code to the U.S. Hispanic Market” by David Taggart, general manager and group publisher, Editorial Televisa.
Rossana Rosado, publisher, El Diario La Prensa
Photo: ImpreMedia
Synovate will offer a similar program in Miami including presentations by local experts and sponsors such as “The Power of H – Seven Ways to Understand Hispanic USA” by Jose Cancela, principal, Hispanic USA, “Moving Hispanic Newspaper Research Forward” by Olga Casabona, market research manager, La Opinion and ImpreMedia, “Hispanic Public Relations: A Powerful Tool for Building Your Brand” by Aida Levitan, president and CEO, Levitan & Palencia, “Matching Acculturation to Media” by Alex Alonso, West Coast account director, Multicultural Marketing, Carat.
During the events, Synovate, a global market intelligence and research company, promises newcomers and past attendees fresh insights into the largest minority markets: Hispanics, African-Americans and Asian-Americans. The Report includes an update of Synovate’s acculturation model utilizing social tension to explain movement toward full acculturation.
The Report also shows how the tension-enhanced acculturation model can be integrated with language dominance and media usage to define and reach high potential target markets. In addition to updated demographics and buying power information, the Report analyzes autos, technology products, financial services, health/wellness, leisure/entertainment and shopping trends. New summary sections on young adult markets (ages 18-24) and mature markets (ages 55 and above) examine similarities and differences between ethnic groups. Synovate operates across four continents, in 46 countries and 26 time zones.
Posted by Elena del Valle on March 15, 2006
Photo: LATV
Puerto Rican-born actress Valery Ortiz joined LATV as the host of “LATV Does Hollywood.” Ortiz is currently generating a buzz with her transition to the big screen in the new 20th Century Fox release, “Date Movie.” In the romantic comedy, she stars as Jell-O, a spoof on fellow Latina actress, J-Lo. Ortiz also stars as Madison Duarte on the original half-hour teen drama “South of Nowhere,” which is entering its second season on The N, the nighttime network for teens. The N, a programming arm of MTV Networks is available in 43 million households via cable, digital cable and satellite television.
Other LATV hosts and VJ’s are also making waves on the stage, on television, and as professors. LATV producer/host Giovanni Blanco leads a double life as frontman for popular bilingual funk-dance-rock act Spigga. Patricia Lopez, the host of LATV’s “M2M Live” and “Movimiento con Patricia Lopez”, is a frequent Entertainment Host on “KTLA the WB Morning News.” “LATV Late Night” host Alysha Del Valle is also a traffic reporter for ABC 7 News and a special-events host for LA’s 102.7 KIIS FM. And “Rokamole” host Josh Kun is an associate professor of English at UC Riverside. More information on LATV programming is available at LATV.com
Posted by Elena del Valle on March 14, 2006
Kagan estimates 3.4 percent of TV ad dollars in 2005 went to Hispanics, who accounted for 10.2 percent of TV households; those shares should rise to 4.2 percent of TV ad spend and 11.1 percent of TV households by 2009. According to Kagan Research, Hispanic TV will capture 4.2 percent of TV ad spending by 2009.
Graphic: Business Wire
Monterey, California — With more than 75 Spanish-language cable networks available to multichannel subs, Kagan Research, LLC expects those outlets to be the leaders in television ad revenue growth rates over the next decade. Kagan’s “Economics of Hispanic Television in the U.S.” reports that, compared with total U.S. media spending, Hispanic ad dollars are up significantly, about 12.1 percent in 2005 compared with a 6.6 percent boost for all U.S. advertising markets. The numbers for 2004 were similar, with Hispanic media up 12.1 percent versus a 5.7 percent rise for all U.S. media markets.
Kagan forecasts total Hispanic ad spend will achieve a hefty 10.3 percent compound annual growth rate (CAGR) from 2004-’09, bettering 6.2 percent growth for all U.S. media. The beneficiaries of the boom include four over-the-air Spanish-language TV broadcasters, Univision, Telemundo, Telefutura and TV Azteca.There still exists a significant gap between Hispanic ad spending and Hispanic population share.
“Despite accounting for approximately 14 percent of the U.S. population, the Hispanic audience has been the ‘forgotten demo’,” said Deana Myers, senior analyst at Kagan Research. “That has changed as advertisers look to target this group’s rapidly growing buying power.”
Filling the ad spend gap of this increasingly valuable demographic will be a major focus of Hispanic media over the next ten years. Kagan estimates 3.4 percent of TV ad dollars in 2005 went to Hispanics, who accounted for 10.2 percent of TV households; those shares should rise to 4.2 percent of TV ad spend and 11.1 percent of TV households by 2009.
“Economics of Hispanic Television in the U.S.” provides an analysis of population trends, buying power and the Hispanic media market in the U.S., with market projections for broadcast networks and cable networks through 2009. The detailed profiles of 14 broadcast and cable networks include ownership information, subscriber data, and projections of gross and net ad revenues, programming expenses and cash flow, as well as programming descriptions and contact information for 32 other Hispanic-targeted networks. The report also compares affordability of Hispanic packages from multichannel distributors and dissects advertising revenues in the top ten Hispanic markets.
Kagan Research consulting and publishing services offer financial data and analysis, relevant market advisories and 5- to 10-year projections on cable and DBS, broadcast television and radio, movies, entertainment and sports, digital, wireless and Internet technologies and media finance and law.
Kagan’s “Economics of Hispanic Television in the U.S.”Electronic Edition with license for five users sells for $2,695; the Print Edition sells for $895 and both editions sell for $3,095. For table of contents and more information on the Report, visit Kagan.com.
Posted by Elena del Valle on March 13, 2006
Matias Perel, founder and president, Latinthre3
A podcast featuring an interview with Matias Perel, founder and president, Latinthre3, is available in the Podcast Section of Hispanic Marketing & Public Relations, HispanicMPR.com. During the podcast, Matias discusses the Hispanic online market with Elena del Valle, host of the HispanicMPR.com podcast.
Matías Perel founded Latinthre3 in 2000. Since then he has led the company to a leading position among interactive marketing agencies in the U.S. and Latin America. He has a 10-year professional track record in the U.S. and Latin American advertising industries.
A native of Argentina, he has lived and worked in the U.S. for many years gaining knowledge of the Hispanic and Latino communities. Considered an expert by his colleagues in the Internet and the online advertising industry, Matias is invited to participate in seminars and conferences in the region and is frequently interviewed on CNN en Español.
Matias, a past board member of the Miami chapter of the International Advertising Association, serves on the Hispanic Committee of the Internet Advertising Bureau. He is also enrolled in the business graduate program at Harvard Business School.
As president of Latinthre3, Matias is charged with leading the company while working with clients to assist them to gain e-strategic advantage in the U.S. Hispanic and Latin American regions. Some of Latinthre3’s clients include Cisco Latin America, Dell Latin America, Lexicon, Microsoft Latin America, Nextel International, Pepsi Latin America & USH, Reebok, Sony Latin America, Sunbeam Latin America, TACA Airlines, Visa International, and Xerox.
To listen to the interview, scroll down until you see “Podcast” on the right hand side, then select “HMPR Matias Perel,” hit the play button or download it to your iPod or MP3 player to listen on the go, in your car or at home. To download it, click on the arrow of the recording you wish to copy and save to disk. The podcast will remain listed in the March 2006 section of the podcast archive.
Posted by Elena del Valle on March 10, 2006
Photos: St.Thomas University
The St. Thomas University Masters in Communication Arts program will hold a debate on the future of Hispanic Communications April 8, 2006 to discuss “Hispanic Communications: Nuevos Horizontes.” Panelists will analyze: Alternative venues for Hispanic journalism and public debate, new perspectives on Hispanic marketing and professional opportunities in Hispanic media.
The event is free and open to the public. It will take place from 9 am to 1.30 pm at the St. Thomas University Bobcat Hall of Fame, located at 16401 NW 37th Ave, Miami Gardens, Florida 33054. Continental breakfast will be served.
Aida Levitan, president and CEO,Levitan & Palencia
“Each panel will consist of one academic, one graduate student of our Masters in Communications (students) and two professionals working in the field, including Dr. Aida Levitan who will be participating as keynote speaker,” said Gloria Ruiz, chair of the Communication Arts Department. “Our last year conference was a great success with about 100 people in attendance with professional and student backgrounds.”
César A. Pizarro, business manager, El Nuevo Herald
During the discussion, each panelist will speak for 10 minutes prior to a question and answer session. Panelists will include Aida Levitan, president and CEO,Levitan & Palencia; Armando Limansky from Telemundo; César A. Pizarro, business manager, El Nuevo Herald; Gloria Ruiz; Mario Beguiristain, professor, MA Communication Arts Hispanic Media St. Thomas University; Nancy García Amor, masters student; Pam Silva, Univision and St. Thomas University masters in Communication Arts student; Richard Pineda, professor, University of Texas; and Sandra Benedet, professor, Spanish Literature, Roosevelt University, Chicago, Illinois. For additional information, contact Gloria Ruiz (305) 628-6581, gruiz@stu.edu, or Paula L. Carreiro (786) 587-0520, pcarreiro@stu.edu or visit STUHispanicMediaSeminar
Posted by Elena del Valle on March 9, 2006
Eric Shannon, president and founder LatPro
Photo: LatPro
Ft. Lauderdale, Florida — LatPro.com, an employment Web site for professional bilingual talent in the Americas, was chosen as a recipient of Weddle’s Annual User’s Choice Award for 2006, ranking LatPro among the top 30 employment sites online.
More than 30,000 job seekers, recruiters and employers cast ballots in Weddle’s 2006 User’s Choice Award to determine the most outstanding employment sites on the web. Weddle’s has been conducting surveys of recruiters, job seekers and employment-related Web sites since 1996. Through a year-long polling process at Weddles.com, users voted for the sites they felt deliver the best level of service and value.
“We are especially proud to receive this award because it was determined by the employers, recruiters and job seekers who actually use our service,” said Eric Shannon, LatPro president. “Our focus has always been on providing the absolute best user experience, customer service and value for our clients, and we’re pleased that our efforts have been recognized in this way. We want to thank everyone for their votes on our behalf.”
Previously featured in the 2001 print edition of Weddle’s Recruiter’s Guide to Employment Web Sites, LatPro connects employers and recruiters with Spanish and Portuguese speaking professionals within the United States and worldwide. Since 1997, LatPro has provided online employment resources for Hispanic and bilingual professionals. With more than 275,000 members and 90 of the Fortune 100 companies using its service, LatPro is one of the largest diversity employment sites in the U.S. The list of winners may be viewed online at Weddeles.com
Posted by Elena del Valle on March 8, 2006
Yahoo! en Español Premios de la Academia web page
Photos: Yahoo!
Miami, Florida — Warner Brothers signed on as the exclusive sponsor of Yahoo! en Español’s “Premios de la Academia” site, a Spanish-language entertainment destination dedicated to coverage of the Academy Awards reaching 11.1 million Hispanics. The sponsorship includes Yahoo! Entretenimiento (Entertainment) roadblocks, content integration, Yahoo! en Español home page visibility, and other placements designed to increase awareness among online U.S. Hispanics. It also marks the first time that one sponsor has exclusive rights to featured positions on every entertainment page on Yahoo! en Español. Warner Bros.’ sponsorship promotes the movies “16 Blocks”, “V for Vendetta”, and “ATL.”
“This is a great way for Warner Bros. to further extend their reach in the U.S. Hispanic market,” said Don Buckley, senior vice president, Interactive Marketing for Warner Bros. Pictures. “This placement enables us to reach the important U.S. Hispanic demographic in a medium that is engaging and that will make our movies part of their daily entertainment intake.”
Adam Chandler, national sales manager, U.S. Hispanic Sales, Yahoo! Inc.
“The U.S. Hispanic audience is already predisposed to seeking entertainment online and through Yahoo! en Español’s Premios de la Academia coverage, Warner Bros. will reach this captive audience, said Adam Chandler, national sales manager, U.S. Hispanic Sales, Yahoo! Inc. “This arrangement enables Warner Bros. to provide a branded entertainment experience to Yahoo!’s entertainment-hungry U.S. Hispanic users.”
The online U.S. Hispanic market is an attractive niche for entertainment companies. According to comScore, the number of U.S. Hispanics online grew 5.3 percent from 13.8 million in 2004 to 14.6 million in 2005. Furthermore, research shows that online Hispanics are more likely to be moviegoers (64 percent) than their offline counterparts (46 percent) and online Hispanic adults go more frequently to the movies (attending movies once a month or more) than those with no online access.**
Yahoo! en Español’s Premios de la Academia coverage features six main categories related to the Academy Awards show including: Best Film, Best Director, Best Actor, Best Actress, Best Supporting Actor, Best Supporting Actress. The site provides detailed coverage of each of the five nominees in the six categories. In addition, every page includes a newly created section called “Latin Radar,” which features Latin facts related to cinema and changes every week.
For example, a recent Latin Rader feature was news on Argentine Gustavo Santaolalla and Spaniard Alberto Iglesias who competed for an Oscar in the same category, best original score; Santaolalla for “Brokeback Mountain” and Iglesias for “The Constant Gardener.” Additional sections include: The top ten box office hits, Oscar Polls, photo gallery page, news page, community page for users to join chats or groups and discuss their opinions and thoughts on the Oscars.
Other advertisers that have bought significant sponsorships in the past include GM, Pepsi, and Verizon. Yahoo! en Español is one of the 25 worldwide properties of Yahoo! Inc. and is part of Yahoo!’s U.S. Hispanic network. According to comScore, The Yahoo! network is the most trafficked Internet destination for U.S. Hispanics,* boasting more than 11.1 million Hispanic monthly users in the U.S. and Puerto Rico. Yahoo! seeks to provide online products and services essential to users’ lives, and offers a full range of tools and marketing solutions for businesses to connect with Internet users around the world. Yahoo! Inc. is headquartered in Sunnyvale, CA. and Yahoo! en Español is based in Coral Gables, Florida. Academy Awards ®, Oscar ®, and Premios de la Academia are the trademarks and service marks of the Academy of Motion Picture Arts and Sciences. Yahoo! en Español and its coverage of these events are neither endorsed by nor affiliated with the Academy of Motion Picture Arts and Sciences. For more information visit Yahoo en Español.
*comScore Media Metrix, Dec 2005
** Mediamark Research, Inc., Spring 2005, wave 52. Base: US Hispanics Age 18+
Posted by Elena del Valle on March 7, 2006
La Academia USA winner Mariana
Photos: TV Azteca
Mexico City, Mexico – Following four months of hard work, Mariana from El Paso, Texas was crowned the winner of La Academia USA following the Gran Final concert that topped off 15 weeks of live concerts, intense competition, high-performance stage presentation and voice training. Mariana and runner-up Gustavo, from Santa Ana, California, were awarded recording contracts with Warner Music. Mariana also took home $25,000 in cash and a Chevy HHR.
Audience voting through SMS and Terra.com placed Mariana in first place following her interpretations of “Paloma Negra” and “Mentira.” Second place winner Gustavo, who midway through La Academia USA season considered exiting the show voluntarily because of family pressure, finished the gala evening with $15,000 in cash a a recording contract. Gustavo, described as a former car washer originally from Sahuayo, Michoacán, sang the Vicente Fernandez hit “Mujeres Divinas” and “Al Final.”
Left to right: La Academia USA winners Gustavo, Mariana and Nohelia
Nohelia, a resident of Miami of Honduran origin, was awarded $10,000 following her interpretations of “Te Quedó Grande la Yegua” and “Que Ganas de No Verte Nunca Más.” Four and fifth place winners were Afid, from Houston, Texas and Yohigei, from South Gate, California.
Special invited guest was Yahir, the runner up of the first generation of La Academia, winner of the first Desafio de Estrellas and star of the novelas Soñarás and Enamórate, who presented two songs from his triple-platinum album “No Te Apartes de Mi.” Other invited guests included Azteca talent Pedro Sicar, Aylin Mújica and Luis Felipe Tovar.
Program host Fernando del Solar presented the final concert. The judges were Adrián Pieragostino, María Conchita Alonso, Lolita Cortés and Arturo Lopéz Gavito. The top participants of La Academia USA will be gearing up for a summer concert tour that will also feature talent from prior La Academia generations. For more information, visit the official website of La Academia USA
Posted by Elena del Valle on March 6, 2006
Jeffrey Duque, commercial director U.S., Cuatro-Media
A podcast featuring an interview with Jeffrey Duque, commercial director U.S., Cuatro-Media, Inc, is available on the Podcast Section of Hispanic Marketing & Public Relations, HispanicMPR.com. During the podcast, Jeffrey discussed Fox Sports en Español magazine with Elena del Valle, host of the HispanicMPR.com podcast.
“Among Hispanics, sports are a deep rooted passion. We created a magazine that respects our readers and takes this passion very seriously. We are particularly excited about launching in this very special year when the soccer and baseball world cups coincide,” said Duque, who is director of sales for the magazine.
Duque has managed Latin America and U.S. content sales for Time Inc.’s Licensing & Syndication Division where he held sales responsibilities for Sports Illustrated, Popular Science, Fortune, and Time. Prior to this post, he was manager of production and editorial operations for Time Inc.’s internationally licensed publications and syndication initiatives. In 2004, Duque was awarded the Time Inc. President’s Award, a special
recognition to individuals who make extraordinary contributions. Duque, of Colombian origin, holds a bachelors degree in health and exercise science from Syracuse University. He completed the New York University and Stanford University publishing courses. Luis Viñuales is editor-in-chief of Fox Sports en Español magazine.
To listen to the interview, scroll down until you see “Podcast” on the right hand side, then select “HMPR Jeffrey Duque,” hit the play button or download it to your iPod or MP3 player to listen on the go, in your car or at home. You can also subscribe to the podcast by right clicking over the podcast box and selecting “copy shortcut” then inserting the URL address in the podcast section of your MP3 player or iTunes program listed under the “advanced” column. The podcast will remain in the March 2006 section of the podcast.
