Florida publisher targets affluent Latino men with adult magazine

Posted by Elena del Valle on January 31, 2008

H para Hombres Extremo October 2007 cover

Last year, Notmusa USA, the Mexican parent company of Maya Magazines, Inc. launched H para Hombres Extremo, an ad free adult photo magazine targeting Spanish dominant Latino men 18 and older in the United States. Partner to H para Hombres magazine, the new magazine averages 128 pages per issue and is published bimonthly.

It is available in California, Chicago, Florida, Georgia, New Jersey, New York, and Texas by subscription and at newsstands. It has a cover price of $6.95. The annual subscription costs $35.

Circulation started at 5,000 in the United States and has already reached 25,000. The Mexican edition has a circulation of 400,000. The magazine features scantily dressed and nearly naked young women in provocative poses in themed settings and costumes. Magazine representatives are considering building a matching website for H para Hombres Extremo this year.

Notmusa has been in business for 51 years in Latin America. Other publications in its roster include Veintitantos, Ser Mama, and Notas Para Ti. In the United States, where it is represented by Miami Beach based Maya Magazines, its first publication was TVnotasUSA.

HispanicMPR.com is Women that Win February Business of the Month

Posted by Elena del Valle on January 30, 2008

FOR IMMEDIATE RELEASE      

Contact:

Elena del Valle
elena@lnaworld.com
Kellie Kuecha
kellie@womenthatwin.com

January 30, 2008

Boca Raton, FL – Hispanic Marketing & Public Relations, HispanicMPR.com, an online forum and podcast for the exchange of information and ideas on Hispanic marketing and public relations, was recently selected Women that Win February 2008 Business of the Month. More information is available online at https://www.hispanicmpr.com/

Started as a companion website for the Hispanic Marketing & Public Relations book (Poyeen Publishing, $49.95), HispanicMPR.com provides a forum for readers and authors of the book, website subscribers and visitors to connect, discover the latest Hispanic daily market news and updates and listen to expert downloadable presentations and weekly podcast interviews. 

Visitors may sign up for daily email updates, search the website for Hispanic market information; watch videos and listen to podcasts on the podcast announcement page, the website’s audio player or download them for convenient listening on their MP3 or iPod players.

The Hispanic Marketing & Public Relations book was a 2006 Choice Outstanding Academic Title, the first title in its category to be selected for the prestigious recognition. The book provides 435 pages of information, case studies, graphics, market data and opinions based on the experiences of nineteen U.S. Hispanic market experts. Seventeen practitioners and two university academics, contributed fifteen chapters to the book. 

Florida based Women that Win founded by Kellie Kuecha, is dedicated to empowering women to continuously seek new horizons in their careers by providing educational seminars, unique opportunities to form strategic alliances and unlimited resources that enable them to define, develop and achieve their personal and professional goals.

Virgin America offers Spanish language entertainment on flights

Posted by Elena del Valle on January 30, 2008

Actor Eduardo Verástegui and Charles Ogilvie, director of Inflight Entertainment and Partnerships, Virgin America

Photo: Virgin America 

Virgin America is offering passengers Spanish-language independent films and television program as part of its Red Inflight Entertainment System. According to promotional materials, the discount airline offers the most foreign language films and television entertainment content on any U.S. domestic airline.

Virgin America launched service on August 8, 2007, and already has had 100,000 passengers. It has agreements with Disney, Fox, Paramount Pictures, NBC Universal Studios, Venevision International, Sony Pictures Entertainment, Terry Steiner International and Warner Brothers to provide major theatrical content at every seat and all its flights through its interactive in flight entertainment system. In addition to English language choices, the company boasts of film, television and audio programming in Cantonese, Mandarin, Japanese, Korean and Spanish.

Spanish-language offerings planned for this year on Virgin America flights to San Francisco, Los Angeles, New York, Washington DC, Las Vegas, San Diego and Seattle include: “Bella,” a film; “Mujeres Infieles” (Unfaithful Women), courtesy of Venevision International; and two programs from Florida based WSBS Mega TV, “El Circulo”and “Xpediente.”

“Best in Class Hispanic Strategies” audio recording

Presenters Carlos Santiago and Derene Allen

• Find out what makes 25 percent of the top 500 Hispanic market advertisers out perform the remaining companies

• Discover what questions to ask, steps to take to be a Best in Class company

Click here for information on “Best in Class Hispanic Strategies” audio recording

“As the only California-based airline, we want to our entertainment line-up to be as diverse, sophisticated and smart as our guests,” said Charles Ogilvie, director of Inflight Entertainment & Partnerships, Virgin America. “Finding compelling Spanish-language content is a priority and we’ll continue to search out cutting-edge projects at Sundance and beyond. We’re thrilled that award-winning films like ‘Bella’ with acclaimed actor Eduardo Verastegui can be seen in their native language on Virgin America.”

“Bella” will premier on Virgin America in April 2008. The film recently won the People’s Choice Award at the Toronto Film Festival and the filmmakers were honored with the Smithsonian Latino Center’s prestigious Legacy Award.

“Mujeres Infieles” was directed by Rodrigo Ortuzar and features Maria Jose Prieto. In “El Circulo,” host Ana Remos showcases parties and elegant homes. In “Xpediente,” host Allan Villafana, examines unsolved cases.

“On long-haul flights we find that more than 90 percent of our passengers engage with Red, our in-flight entertainment system. A large percentage of those guests may do something either on-demand (movie, video, music video, or short film) or might listen to or watch a linear channel. In both areas we have multilingual content,” said Abby Lunardini, director of Corporate Communications, Virgin America.

Red offers passengers 25 on-demand films, live TV, audio music entertainment including the ability to compile individual play lists, videogames and meals on-demand. Virgin America is a San Francisco based low-fare carrier. Executives for the airline hope to serve 10 cities within a year of operation, and up to 30 cities within five years.

Make your ads resonate with Hispanics
Listen to C&R’s Research Director Liria Barbosa in

“Hispanics’ Perspective on Advertising” audio recording

Liria Barbosa gives a presentation and participates in an extended Q&A discussion about

• Type of ads Latinos prefer
• Latino top media choices
• Percent of Latinos who tried products because of ads
• Percent of Latinos who purchased products because of ads
• What makes an ad “Hispanic”
• If ad language is important for bicultural Latinos
• What to keep in mind when targeting bicultural Latinos with ads

Click here for information on Hispanic Perspectives on Advertising

Search Engine Strategies Search Training Workshops

Posted by Elena del Valle on January 29, 2008

Event partner 

February 7 :: Hilton San Francisco

Whether you are a consultant, site designer, website owner, or in-house marketing professional, you cannot afford to miss this opportunity to experience firsthand the latest developments in search engine strategy. No matter where you are in the SEO & SEM process, you will leave these intensive workshops with the necessary skills and tools to improve your business results and take your search engine marketing to another level.

Link Building Tactics, Tools & Techniques

How to Effectively Use Social Media for Search Marketing Campaigns

Click here for information about Search Engine Strategies Search Training Workshops

NALAC supports Latino art through national grant program

Posted by Elena del Valle on January 29, 2008

Fabiola Trujillo, Rudy Lopez, Gonzalo Soaresgache, Sonia De Leon
and Lucina Rodriguez, grant recipients

Photo: National Association of Latino Arts and Culture  

The San Antonio based National Association of Latino Arts and Culture (NALAC) recently recognized 24 United States Latino artists and 26 Latino arts and culture organizations for their uniqueness, artistic significance and excellence. The NALAC Fund for the Arts (NFA) distributed $143,505 in grant funding to noteworthy individuals and organizations from across the nation.

Individual artists in nine states received grants ranging between $1,500 and 6,800. California and Texas each had six grant recipients. Among the recipients, there were also five New York artists, two artists from Massachusetts, and one each from Connecticut, Indiana, Minnesota, Pennsylvania, and Virginia.

Organizations in 11 states including nine in California and four each in Texas and New York, received grants ranging from $2,000 to $4,500. Arizona, Colorado, Florida, Illinois, Minnesota, Oregon, Rhode Island, and Tennessee also had grant winners.

Improve your outreach programs by understanding
how Latinos see themselves – listen to  

“Latino Identity and Situational Latinidad ” audio recording

Presenters Diana Rios and Ph.D., Federico Subervi, Ph.D.

Find out

• Who is Latino
• Assimilation, acculturation and pluralism
• Hispanic culture dynamics affecting Latino
• Role of Latino identity
• Three factors that contribute to Latino identity

Click here for information on Latino Identity and Situational Latinidad

“NALAC’s support of Latino artists and organizations ensures that the nation’s cultural life is enriched and made vital through the diverse artistic and cultural expressions of our artists. We are pleased to support the creative process of Latino artists and organizations across the country that are engaging communities, stimulating ideas and local economies, and building audiences for all of the nation’s arts,” said Abel Lopez, chair, NALAC Board.

Two multidisciplinary peer review panels examined eligible applications from among the 202 submissions using established criteria and made recommendations to the NALAC Board of Directors. The selection was made on the basis of artistic merit, funding impact, and capability. “In an effort to preserve the integrity of the peer review process” NALAC declined to identify individual judges and panel members.

According to an organization representative, NALAC is the only national Latino arts service organization in the United States. NALAC headquarters have been in San Antonio, Texas for almost 19 years. The NALAC Fund for the Arts (NFA), a grant program to support Latino artists and cultural organizations, is the only national arts fund in the country that provides support specifically for Latino artists and arts organizations working in music, dance, performance art, theatre, visual arts, media and literary arts.

Since its inception in 2005, the Fund has provided 128 grants totaling more than $379,000 to Latino artists, ensembles and small and mid-size Latino arts and culture organizations throughout the U.S. The NALAC Fund for the Arts is made possible with funding from the Ford Foundation, the JPMorgan Chase Foundation, the Andy Warhol Foundation for the Visual Arts, the Cultural Collaborative, Heineken and Southwest Airlines. 

Hispanic Marketing and Public Relations Understanding and Targeting America’s Largest Minority book

“A must resource for practitioners/professionals expecting to reach US Hispanics; also valuable for college programs in marketing, public relations and communications. Highly recommended.”

Choice magazine

Click here for information on the Hispanic Marketing & Public Relations books

Listen to podcast interview with Michele Valdovinos, SVP, Phoenix Multicultural about multicultural kids

Posted by Elena del Valle on January 28, 2008

Michele Valdovinos, senior vice president, Phoenix Multicultural

Photo: Michele Valdovinos

A podcast interview with Michele Valdovinos, senior vice president, Phoenix Multicultural is available in the Podcast Section of Hispanic Marketing & Public Relations, HispanicMPR.com. During the podcast, Michele discusses her company’s national third research study on multicultural children with Elena del Valle, host of the HispanicMPR.com podcast.

Michele oversees the firm’s marketing functions and leads the Senior Management Analysis and Review Team to provide actionable insights and recommendations for the company’s clients. Michele has more than 12 years of professional experience working in high-profile industries such as network television, entertainment, international marketing, and Hispanic market advertising.

Michele began her career at Univision, where, as audience research director, she conducted Nielsen television ratings analysis and market research. She went on to work at 20th Century Fox, where she was manager of research in the International Television department. In New York, Michele worked as senior manager, Client Services for IBOPE International/WPP, an international research company.

Hispanic Marketing and Public Relations Understanding and Targeting America’s Largest Minority book

“A must resource for practitioners/professionals expecting to reach US Hispanics; also valuable for college programs in marketing, public relations and communications. Highly recommended.”

Choice magazine

Click here for information on the Hispanic Marketing & Public Relations books

She later joined The Bravo Group, Young & Rubicam’s Hispanic arm. As vice president, Research & Strategic Planning, she was responsible for all research and strategic planning for leading national advertisers such as AT&T, United States Postal Service, and Unilever/Best Foods.

Michele obtained a Bachelor of Arts degree in Media Management from Pepperdine University and is a graduate of the University of Southern California’s Annenberg School of Communications with a Masters Degree in Communications Management. She is on the Board of Directors for the National Society of Hispanic MBAs, a non-profit organization dedicated to promoting graduate education for U.S. Hispanics. Michele is Mexican-American, fully bicultural and bilingual, and has traveled throughout Latin America and Europe.

To listen to the interview, scroll down until you see “Podcast” on the right hand side, then select “HMPR Michele Valdovinos,” click on the play button below or download the MP3 file 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 it to disk. The podcast will remain listed in the January 2008 section of the podcast archive.

Watch video – New film documents Brothers to the Rescue tragedy

Posted by Elena del Valle on January 25, 2008

“Shoot Down” poster

Photos, video: Rogues Harbor Studios

For three years film director Cristina Khuly and producer Douglas Eger, co-founders of Rogues Harbor Studios, worked on a documentary film that opened in theaters last week. They dedicated their financial resources and countless hours to researching, documenting, interviewing and creating “Shoot Down,” an 88-minute documentary film about the tragedy that befell four members of the Miami based Brothers to the Rescue volunteer group.

On February 24, 1996, the volunteers were shot and killed by two Cuban military fighter jets while flying, unarmed, over the area between Florida and Cuba, in international waters, in search of Cuban refugees. Scroll down to watch “Shoot Down” video clip.

 Cristina Khuly, director of “Shoot Down”

Cristina’s uncle was Armando Alejandre Jr., one of the four American’s killed that day. The other three men were Carlos Costa, Mario De La Peña and Pablo Morales. As part of the production for the documentary the producers scoured government documents, transcripts and never-before seen news footage of Fidel Castro. According to promotional materials, the film features voice recordings from the MiG pilots and their controllers in Havana; and the cockpit recordings from the Cessna planes, edited to re-enact the moment when they were shot down.

Make your ads resonate with Hispanics
Listen to C&R’s Research Director Liria Barbosa in

“Hispanics’ Perspective on Advertising” audio recording

Liria Barbosa gives a presentation and participates in an extended Q&A discussion about

• Type of ads Latinos prefer
• Latino top media choices
• Percent of Latinos who tried products because of ads
• Percent of Latinos who purchased products because of ads
• What makes an ad “Hispanic”
• If ad language is important for bicultural Latinos
• What to keep in mind when targeting bicultural Latinos with ads

Click here for information on Hispanic Perspectives on Advertising

During the film, winner of the 2007 Sonoma Film Festival Award for Best Documentary, interview subjects speak English and Spanish. “Shoot Down” includes English subtitles for Spanish speakers. In some theaters, there will be Spanish subtitles for the English speakers. Residents of Chicago, Houston, Los Angeles, Raleigh, South Florida, and Washington, D.C. will be able to watch the film in a local theatre. Rogues Harbor Studios is expected to release the film on DVD following the theater showings.

Twenty people related to the deceased Brothers to the Rescue volunteers or involved in the case share their thoughts during the film including Miriam de la Peña, Eva Barbas and Mirta Costa Sr., mothers of a victim; Maggie Alejandre Khuly, Nancy Morales and Mirta Costa-Mendez, sisters of a victim; Marlene Alejandre-Triana, daughter of a victim; and Mario T. de la Peña, father of a victim.

Khuly co-founded Rogues Harbor Studios with Eger in 2005. Khuly, a former model and commercial actress, is an artist. Eger served as chairman and chief executive officer of Eger, Inc., a company that creates, builds, and manages high growth enterprises. Since 1997, Eger has served as president of Taconic Enterprises, Inc., a merchant bank that specializes in investing in and advising high growth companies.

Nielsen, Todobebe partner for extra large national U.S. Hispanic families event

Posted by Elena del Valle on January 24, 2008

Monica Gil, vice president,
Communications and Community Affairs, The Nielsen Company

Photos: The Nielsen Company, Todobebé, Inc.

In an effort to expand their reach among Latino families, The Nielsen Company and Todobebé, Inc. will collaborate and provide measurements for Todobebé’s upcoming Viva la Familia Fiestas, a program for Hispanic mothers. As part of the agreement, Nielsen will provide Todobebé and participating advertisers audited data about the event hosts and the guest participants. At the same time, Todobebé will promote The Nielsen Company and its services for Hispanic ratings participation among its Viva la Familia Fiestas audiences.

“As Nielsen continues to grow its measurements of the Hispanic consumer, part of our mission is to inform the community about who we are, what we do and the importance of accurately measuring television viewing behavior,” said Monica Gil, vice president of Communications and Community Affairs, The Nielsen Company. “Our agreement with Todobebé will have an important role in strengthening and expanding our relationships with the Hispanic communities.”

Nielsen and Todobebé plan to also explore ways to seek ongoing input from clients and consumers and to develop new and enhanced metrics to measure advertising exposure among Hispanic audiences. The Todobebé Viva la Familia Fiestas is a 60-day media campaign expected to generate 30,000 consumer impressions via national television, radio DJ endorsements, online promotions and direct mail. Planned national public relations activities include celebrity appearances with Todobebe hosts Aracely Arámbula, Karen Martinez and Jeannette Kaplun and center around making “family miracles” happen.

 Discover from a new mom market expert how to reach Latino moms by listening to

“Marketing to New Hispanic Moms – a case study” audio recording

Presenter Cynthia Nelson, COO, Todobebe

Find out about

• New Latina mom market
• Baby demographics including market size, profile
• New moms’ language preferences
• Latino baby market trends
• Factors influencing Hispanic baby market
• Location of new Hispanic moms’ market
• Issues affecting new Latino moms
• Todobebe strategies

Click for information on “Marketing to New Hispanic Moms – a case study”

Todobebe representatives are inviting 10,000 moms to host simultaneous parties on April 26, 2008 for 100,000 of their friends and family members in 150 cities. Organizers hope the gathering will be the largest known party held on a single day dedicated to celebrating family life and motherhood. Nielsen staff plan to conduct on-line surveys to gather attendance and attitudinal information. 

“This is an ongoing integrated media campaign which culminates in these large events so it is an ongoing multi-year program,” said Cynthia Nelson, chief operating officer Todobebé. “This relationship presents an opportunity for both companies to leverage their respective strengths in order to reach and measure this dynamic and growing market. There are four million births per year and of those 25 percent are to Hispanic parents. Every year, new moms, new babies. This is a growing and dynamic market year over year and reaching them via an integrated plan that also leverages in-home events plus our celebrities and Nielsen research is very compelling for our clients.”

Cynthia Nelson, chief operations officer, TodoBebe 

“In addition to the numerous Latino clients we serve (Spanish and bilingual networks, television stations, Hispanic ad agencies, etc) Nielsen works with dozens of community based organizations that reach Hispanic/Latino audiences, both Spanish dominant and bilingual. We are always looking for ways to enhance our outreach to ethnic markets. The Todobebe agreement is one example of how we work with community organizations and programs that have relationships with the diverse Latino population,” said Gil.  

In the past, Nielsen has worked on similar projects with National Council of La Raza, Para Los Ninos in Los Angeles, and Spanish Coalition for Jobs in Chicago. The Nielsen Company offers marketing information, audience measurement, and business media products and services.  The privately held company is active in more than 100 countries. It has headquarters in Haarlem, the Netherlands, and New York in the United States.

Todobebé Inc. reaches United States Spanish speaking Latino parents with books, television programs, radio, events and online. Todobebé focuses on families planning, expecting and raising babies through varied media platforms.

Make your ads resonate with Hispanics
Listen to C&R’s Research Director Liria Barbosa in

“Hispanics’ Perspective on Advertising” audio recording

Liria Barbosa gives a presentation and participates in an extended Q&A discussion about

• Type of ads Latinos prefer
• Latino top media choices
• Percent of Latinos who tried products because of ads
• Percent of Latinos who purchased products because of ads
• What makes an ad “Hispanic”
• If ad language is important for bicultural Latinos
• What to keep in mind when targeting bicultural Latinos with ads

Click here for information on Hispanic Perspectives on Advertising

TV program targets English dominant Latinos with multiplatform approach

Posted by Elena del Valle on January 23, 2008

Nelly Furtado interview on “LatinEyes” 

Photo, video: Luminacion

“LatinEyes,” a 30-minute English language lifestyle and travel program that began airing nationally two years ago, is targeting acculturated Latinos within the United States and beyond its borders. Promoters are relying on a multiplatform approach to capture the show’s many feminine viewers wherever they may be. Scroll down to watch a short video about “LatinEyes.”

Every week, 26 million viewers, 65 percent women and 10 percent non Hispanic, watch the program on television. About 40 percent of the show’s television adult audience is 18 to 49 years old and 52 percent is between 25 and 54.

The year round program, winner of a 2006 Northern California Emmy, can be seen on television and online. Soon it will become available on cell phones and aboard some international flights. Marketers for the show hope to leverage the program’s offline presence to drive its online and other platform distribution.

Make your ads resonate with Hispanics
Listen to C&R’s Research Director Liria Barbosa in

“Hispanics’ Perspective on Advertising” audio recording

Liria Barbosa gives a presentation and participates in an extended Q&A discussion about

• Type of ads Latinos prefer
• Latino top media choices
• Percent of Latinos who tried products because of ads
• Percent of Latinos who purchased products because of ads
• What makes an ad “Hispanic”
• If ad language is important for bicultural Latinos
• What to keep in mind when targeting bicultural Latinos with ads

Click here for information on Hispanic Perspectives on Advertising

Online, some segments of the program are available on the “LatinEyes” website, reaching between 10,000 and 20,000 fans. “LatinEyes” joined Joost in October 2007 as part of the online video collection’s catalog allowing Joost subscribers in the United States to watch the program online at a time and date of their choice. Beginning February 2008, the show will be available on mobile devices on the LatinEyes mobile social network with a built in audience of 50,000 subscribers.

“On November 2007, I came across a study from the Center for Media Research that stated 80 percent of marketers plan to spend between 10-30 percent of their marketing dollars against new and/or emerging media formats in the next two years. ‘LatinEyes’ offers marketers with access to the fast growing Hispanic market via a unique platform that encompasses online, offline and in-flight entertainment. This is a unique opportunity for marqueters that want to test new media offerings,” said Ivan Cevallos, chief executive officer of Luminacion, the program’s exclusive marketing representative.

“Best in Class Hispanic Strategies” audio recording

Presenters Carlos Santiago and Derene Allen

• Find out what makes 25 percent of the top 500 Hispanic market advertisers out perform the remaining companies

• Discover what questions to ask, steps to take to be a Best in Class company

Click here for information on “Best in Class Hispanic Strategies” audio recording

In May 2008, some “LatinEyes” shows are expected to become part of the in-flight entertainment on board AeroMexico and LAN airlines in destinations to and from the U.S. to Mexico and Latin America. Between 10,000 and 30,000 passengers are exposed to the in-flight entertainment features every month.

“LatinEyes,” owned by LatinEyes Media and Andres Pruna, has been on the air since 1999, when it began broadcasting in San Francisco as a sample show for AT&T’s local television affiliate. Now, the program is broadcast to 80 markets in the U.S. via local stations, America One and CoLours networks.

Topics include music entertainment, celebrities, food, sports and travel. Celebrities LatinEyes staff have interviewed include Benjamin Bratt, Salma Hayek, Jennifer Lopez, Juanes, Nelly Furtado, Cachao, Los Amigos Invisibles, Café Tacuba and Andy Garcia. The show, produced by Pruna, has also featured trips to Argentina, Peru, Cuba, Guatemala, Ecuador and Mexico. There are seven “LatinEyes” employees, including first and second generation reporters and producers from El Salvador, Ecuador, Mexico, Venezuela, Brazil and Cuba.

In spite of the program’s enviable growth, “LatinEyes” execs are not sitting on their laurels. In addition to the expanded viewing platforms, plans are in the works for a website revamp. The new portal is expected to feature an enhanced Web 2.0 experience with social and mobile interaction as well as sponsor driven contests.

Do English speaking Hispanics welcome email promotions?

Posted by Elena del Valle on January 22, 2008

Click on image to enlarge

Do young Hispanics like to receive promotional offers by email? Chicago-based Mintel staff believe that is true, at least when compared with other groups. According to a survey conducted in English by Mintel Comperemedia, Hispanics welcome email communication from companies they know up to 11 times a month. Non-Hispanic consumers only tolerate such emails up to 7.4 times a month.

Mintel’s findings are based on a statistically representative panel of the U.S. population. Mintel representatives surveyed 1,000 people online in August 2007 in English.

“The Hispanic population is very receptive to email as a means of marketing,” said Carmen Curran, senior email analyst at Mintel Comperemedia. “Hispanics tend to spend more time online than the general population, so receiving information and offers through email makes sense to them. Email fits well into their lives.”

Make your ads resonate with Hispanics
Listen to C&R’s Research Director Liria Barbosa in

“Hispanics’ Perspective on Advertising” audio recording

Liria Barbosa gives a presentation and participates in an extended Q&A discussion about

• Type of ads Latinos prefer
• Latino top media choices
• Percent of Latinos who tried products because of ads
• Percent of Latinos who purchased products because of ads
• What makes an ad “Hispanic”
• If ad language is important for bicultural Latinos
• What to keep in mind when targeting bicultural Latinos with ads

Click here for information on Hispanic Perspectives on Advertising

In a 2006 Online Banking report, Mintel found that Hispanics spent an average of 9.2 hours online at home each week, nearly 10 percent more than the 8.5 hours spent by the general population. Their findings indicate 84 percent used Internet banking services in 2006; only 78 percent of the online population as a whole liked online banking.

Mintel Comperemedia’s recent survey found that younger adults are more open to receiving email communication from companies they know. Adults under 34 who responded to the questions want everything from new offer notifications to account alerts to special promotions via email.

“In 2008, we expect to see more companies using email to market products and services to Hispanic consumers,” said Curran. “With their high Internet usage and stated preference for email communication, email marketing seems to be one of the best alleys into the Hispanic population.”

Mintel Comperemedia is a competitive media monitoring service that analyzes direct mail, email and print advertising trends. Mintel, founded in the United Kingdom 35 years ago, is a supplier of consumer, media and market research. The company, with offices in Chicago, London, Belfast, Sydney and Shanghai, has been studying the United States Hispanic market since 2003.

“Beyond the 30 Second Spot” audio recording

Listen to a 105-minute discussion

Panelists Ivan Cevallos, Hunter Heller, Kitty Kolding and Cynthia Nelson

Our panel of national experts discuss

• Challenges of measuring the impact of the 30-second ad spot
• Innovative tools are useful to reach Latinos
• Changes in marketing to Hispanics
• On which market segment are the changes most relevant
• Effects of technology and time shift on consumer behavior
• Role of multi-screens
• Getting started
• Tips for marketing professionals

Click here to find out about Beyond the 30 Second Spot