Posted by Elena del Valle on May 30, 2008
At Selective Insurance, we specialize in developing careers for people who share our values of commitment, integrity and extraordinary service. As a leading regional property and casualty insurance organization, we provide a broad range of insurance products and services to an expanding market throughout our operating territory. A.M. Best has rated Selective A+ (Superior) for 45 consecutive years.
Click here for the full text of Marketing Project Leader – Branchville, NJ
Posted by Elena del Valle on May 30, 2008
Raising a Bilingual Child book cover
Photos: Living Language
Linguistics expert Barbara Zurer Pearson, Ph.D. believes it’s healthy to raise children speaking two or more languages. She explains why in her recently published book, Raising a Bilingual Child: A Step-by-Step Guide for Parents (Living Language, $14.95). Pearson, a research associate at the University of Massachusetts, first became bilingual as a university exchange student in Paris, France. She has dedicated 20 years to studying bilingualism and linguistics and believes parents don’t have to be bilingual themselves to raise bilingual children.
The 346-page soft cover book is divided into eight chapters: The Benefits of Childhood Bilingualism; Learning a First Language; Learning Two (or More) Languages; Establishing a Bilingual Environment; How-To Testimonials; Are There Any Children Who Cannot Learn Two Languages?; Research Comparing Monolinguals and Bilinguals; and About Bilingual Identity. Each chapter begins with an outline of the content and what the reader will find. There are 11 tables and 11 figures spread across the book.
Author Barbara Zurer Pearson, Ph.D.
In her book, Pearson strives to shows parents how to raise a bilingual child and realize the intellectual and cultural benefits knowing more than one language may bring; while exploring the fascinating process by which children acquire language. She dedicates part of her book to dispelling myths about childhood bilingualism and explains how being bilingual can enhance a child’s overall intellectual and emotional development.
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
Pearson highlights some of the reasons why monolingual and bilingual parents choose to raise their children bilingually: to take advantage of a broader job market that may offer greater opportunities and a competitive edge to bilingual or multilingual applicants; to improve relationships with extended family members that link them to their parent’s culture and their heritage; and as part of an international adoption some new parents believe learning the language of their home country may help adopted children remain in touch with their heritage.
She also outlines ways parents can provide the right home environment to encourage and support bilingualism. She suggests they start young whenever possible; encourage the child to learn a second language by making it a fun experience; repeatedly praise the benefits of bilingualism; include the second language in the child’s routine; and make sure there are group activities that involve the second language.
Pearson is an adjunct professor in the Department of Communication Disorders at the University of Massachusetts-Amherst. She received her graduate degree in Applied Linguistics and conducted her early research on bilingualism at the University of Miami. Those studies were published in the book Language and Literacy in Bilingual Children.
Click here to buy Raising a Bilingual Child 
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Filed Under: Books
Posted by Elena del Valle on May 29, 2008
Susanna Whitmore and David Morse
Photos: New American Dimensions
According to a 2008 segmentation study, acculturation is the most significant factor when segmenting the U.S. Hispanic market. At the same time, the lead researchers involved in the study, David Morse and Susanna Whitmore of New American Dimensions, believe there are important differences between the various groups marking it important for marketers to have a clear understanding of Latino market segments before approaching them.
In the Acculturation & Beyond New American Dimensions Hispanic Segmentation Study report they counsel marketers to be cautious of stereotypes. As an example, they point out that consumers that would be considered unacculturated by some standards may exhibit behaviors more common among acculturated Latinos. On the other hand, many Latinos born in the United States are eager for a strong cultural connection with their country of origin and roots.
They also point out that although language is often linked to acculturation, some less acculturated Latinos prefer to receive information in English and some highly acculturated individuals favor Spanish language communications.The study was conducted between January 21 and February 10, 2008 via phone with 1,000 Hispanics across the country.
“Segmentation by Level of Acculturation” audio recording
Presenter Miguel Gomez Winebrenner
Discusses
- Assimilation versus acculturation
- Factors that affect Latino acculturation
- How to know if someone is acculturated
- Number of years necessary for acculturation
- Effects of immigration debate on acculturation
- Three main ways of segmenting Latinos
Click here for details about “Segmentation by Level of Acculturation”
New American representatives selected the names at random from surname lists in zip codes where Hispanics comprised at least 1 percent of the population. Survey participants self-identified as Hispanics between 18 and 64 years of age and the group was divided almost equally between men and women. Although respondents could chose to be interviewed in Spanish or English, slightly more than 60 percent chose Spanish.
Researchers sought a representative sample by including a proportionate number of Latinos from major U.S. Hispanic markets and from varied age groups similar to those reflected in the January 2008 United States Census Hispanic Current Population Survey. About 18 percent of respondents were aged 18 to 24; 30 percent were between 25 and 34; 35 percent were between 35 and 49, and 17 percent were between 50 and 64 years of age.
The 85-page report available on the company website is divided as follows: Attitudes About Heritage; Culture & Life in U.S.; Beliefs About Family, Religion, Conformity & Other Aspects OF Role in Society; Shopping Habits and Brand & Store Selection Criteria, Leisure Activities, Language Proficiency and Media Preferences, Opinions On Immigration, Segmentation Results, Getting to Know Them, Accidental Explorers, and Conclusions.
New American Dimensions is a California marketing research and consulting firm dedicated to identifying “how ethnic consumers think, feel, and make decisions about purchasing, brands, communications, and marketing.”
Target Latinos effectively by anticipating changes in the market with
“Hispanic Projections with 2007-08 update” audio recording
Presenter Roger Selbert, Ph.D.
Find out
- About Latino buying power growth in the future
- How Latino market growth compares with other markets in the U.S.
- What drives the rise of Latino economic clout
- Who should target the Latino market
- What is the size of the Hispanic affluent market
- If the luxury Latino market is growing
Stay ahead of your competition with “Hispanic Projections”
Posted by Elena del Valle on May 28, 2008
Alex Reider, a 2008 intern at Revolucion in New York
Photos: Revolucion
This year, four United States based advertising companies specializing in the Latino market are participating in a student internship program offered by the Miami Ad School. Although 240 of the school’s students participate in the internship programs every year, only a handful of agencies offer Hispanic market and Spanish language oriented opportunities. Miami Ad School student interns receive a scholarship and academic credit. The agencies sponsor the student’s tuition and housing costs for the quarter.
“In Miami, we teach our classes in English but about half of our students and teachers speak Spanish and/or Portuguese as well as other languages,” said a Miami Ad School representative. “We have students from all over the world. It is a very multi-cultural environment. Our Quarter Away and internship programs offer our students the opportunity to enter the work force with a global perspective on advertising.”
Currently, Revolucion NYC, Vidal Partnership NYC, Lapiz Chicago, Jeffrey Group Miami, (and Ogily & Mather Sao Paulo) are participating. Most of these agencies accept Spanish speaking and non-Spanish speaking interns. Latinworks Austin and Dieste Dallas have also participated in past years. In 2008, 20 students are expected to participate in Hispanic oriented internships.
“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 for information on Beyond the 30 Second Spot
This year, Revolucion Hispanic Communications welcomed two interns for a ten-week internship. Mexico City native Alex Reider studies copywriting and Vanessa Velez of Puerto Rico likes art direction. The students will work full-time at the Manhattan agency through June and report directly to Roberto Alcazar, the agency’s executive creative director.“We are proud to join the esteemed roster of agencies on Miami Ad School’s internship list,” said Alcazar. “Our agency is always looking for opportunities to share our expertise with the next generation of creatives and fresh ideas from the newest talent entering the industry.”
Roberto Alcazar, executive creative director, Revolucion
“To give Miami Ad School students the best education in the business, we expose them to the best minds in the business,” said Pippa Seichrist, president and founder of Miami Ad School. “That’s why we partner with the most innovative agencies around the world. We’re excited about having our students intern at Revolucion. They’ll have remarkable opportunities working in the Latin market, the fastest-growing market segment.”
The Miami Ad School, founded in 1993, has six full time schools that graduate 400 students per year from its two year program. The school also has a full time Spanish speaking school in Madrid and, a full time Portuguese speaking school in Sao Paulo. The Miami Ad School began working with Hispanic agencies in Miami such as La Comunidad and Alma DDB 15 years ago. Miami Ad School’s Quarter Away and internship program has been offered for 10 years. Revolucion is a New York City based Hispanic brand-communications agency.
Posted by Elena del Valle on May 27, 2008
We didn’t become the world’s most popular marine life adventure park by only featuring one kind of animal. We’re SeaWorld, and we believe it’s the unique contributions of everyone here, no matter how small or large his or her role may be, that make people come back and visit us year after year. SeaWorld Orlando is seeking a full time Public Relations Representative.
Click here for the full text of Public Relations Representative SeaWorld Orlando, FL
Posted by Elena del Valle on May 27, 2008
Ingrid Hoffmann from FoodNetwork.com
Photo: Food Network
Food Network and FoodNetwork.com, established almost two years ago, executives hope to capture Latino food aficionados’ interest with a television program that began airing in the summer of 2007; and an online Latin Cooking Series, featuring videos, recipes and tips from Food Network hosts Ingrid Hoffmann and Bobby Flay.
Website promoters promise visitors will be able learn how to use zesty native ingredients to create recipes for dishes such as Colombian Chicken Soup, Brazilian Feijoada, Argentine Stuffed Flank Steak, Cumin Pork-Potato Filled Tamales and Enchilada Lasagna; and desserts like Chocolate Cornpone with Hot Mexican Chocolate Sauce or Banana Quesadillas. They can also explore the site’s glossary of ingredients and terms commonly found in Latin cooking, suggestions for ingredients Hispanic cuisine fans should keep in their pantry to add a Latin flair to their meals.
“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 for information on Beyond the 30 Second Spot
Ingrid Hoffmann, a cook and lifestyle specialist, began hosting a 30-minute weekly television program on Food Network in July 2007. Part of the In the Kitchen programming block Hoffmann’s program, filmed in Miami, Florida, airs Saturdays at 11:30 am ET/PT. The show features menus, entertaining tips and shortcuts on how to create American favorites with Latin accents.
“Ingrid’s love of food, flair for easy entertaining, along with her inviting personality is sure to impress our viewers and draw a new legion of fans to our air,” said Bob Tuschman, senior vice president, Programming for Food Network.
In addition to her activities on the Food Network, Hoffman hosts Delicioso, a cooking and lifestyle show in Spanish on Galavision. She also appears regularly on Despierta America, a morning program on Univision. She is a food and décor contributor to Buen Hogar magazine and publishes a syndicated column in the Rumbo chain of Spanish daily newspapers.
“My food expresses the love I feel for my two cultures”, said Hoffmann. “That passion pours texture, color and flavor into everything I make.”
Hoffman, whose mother is a Cordon Bleu chef, became interested in food and cooking at an early age in her homeland of Colombia. Her first cookbook is scheduled for publication this year.
Food Network, owned by The E.W. Scripps Company, is committed to exploring new and different ways to approach food while striving to offer technique-based information. Food Network is distributed to more than 90 million U.S. households. With headquarters in New York City and offices in Atlanta, Los Angeles, Chicago, Detroit and Knoxville, Food Network can be seen internationally in Canada, Australia, Korea, Thailand, Singapore, the Philippines, Monaco, Andorra, Africa, France, and the French-speaking territories in the Caribbean and Polynesia.
The website, created and supported by Scripps Networks Interactive, attract a monthly average of 18 million unique visitors. Other Scripps Networks Interactive properties include HGTV.com, DIYnetwork.com, FineLiving.com, GACTV.com, Recipezaar.com HGTVPro.com; and FrontDoor.com.
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Filed Under: Media
Posted by Elena del Valle on May 23, 2008
The Tamale List book cover
Photos: Vanilla Heart Publishing
With the help of a small publishing company to walk him through the publishing process Texas native Brian Naranjo will share with readers his fiction novels. His first book describes the experience of a Latino family in a residential neighborhood in Middle America.
Vanilla Heart Publishing, a small, independent press based in Everett, Washington, will publish two of Naranjo’s novels, The Tamale List, released April 2008, and Childish Things, due for re-release May 2008. The novels will be available in bookstores and online.
“Brian’s books will be available through all the major book distributors worldwide and widely available online,” said Kimberlee Williams, managing editor, Vanilla Heart. “And we’re going to get Brian out there to meet his readers, through book readings, events, and signings. Brian has a unique, straight-forward approach to his writing. His style draws you into the story from Page One and you’re soon in the thick of the plot. I fell in love with his finely crafted characters in both books. We are excited about having them both in our title lineup.”
Author Brian Naranjo
The Tamale List relates the fictional story of a small Middle America white community faced with the arrival of a Hispanic family to the neighborhood. Eventually everyone realizes the new family is not so different from their new neighbors, according to Naranjo.
“Childish Things hits much closer to home because it is based on my life growing up, and focuses on a young man out of high school, who’s coming to terms with a decision he made to join the Navy,” said Naranjo. “The book starts on this character’s last night before boot camp. He gets together with his favorite cousin, and the two reflect on their childhood. There are a lot of crazy, goofy anecdotes, but the central theme is about living life to its fullest, and never giving up.”
Naranjo joined the U.S. Navy in 1990 when he was 18. He served on active duty for nearly 10 years before moving with his family to work in public affairs in the U.S. Army in Fort Riley, Kansas. The title of The Tamale List came from the list of people he shared his homemade tamales with when he was living in Japan. Vanilla Heart Publishing is a small, independent press based in Everett, Washington.
Click here to buy The Tamale List
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Filed Under: Books
Posted by Elena del Valle on May 22, 2008
Click on image to enlarge
Photos: impreMedia
In mid April, impreMedia launched impre.com, a new website targeting Spanish speaking Latinos who have online access. The network features videos, audio files and photos with news, entertainment, and sports content. Visitors to the new website can choose between: Autos, Buscar, Clasificados, Deportes, Diversión, Educación, Entretenimiento, Negocios-Finanzas, Inmigración, Noticias, Salud, Teleguía, and Vida y Estilo options.
The new portal also has links to the redesigned websites of impreMedia’s daily, weekly and monthly Spanish language and bilingual publications: La Opinión, El Diario, Hoy NY, La Raza, El Mensajero, La Prensa, Vista, La Vibra, and Contigo. According to promotional materials impreMedia’s websites reach more than two million unique users per month.
John Paton, chairman and CEO of ImpreMedia
“This market is quickly becoming the fastest growing group to increase their usage of news, sports and entertainment on the web,” said John Paton, chief executive officer of impreMedia. “With the launch of impre.com, consumers can enjoy impreMedia content in the format of their choice whether it be video, audio, online or print. ImpreMedia has deep historical roots in the key local Hispanic markets, and those roots translate into deep loyalty across media platforms. This investment puts impreMedia ahead of the curve in serving this powerful and important American community.”
“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 for information on Beyond the 30 Second Spot
Organizers promise new channels devoted to lifestyle, education and finance, as well as sweepstakes, video, photo galleries, events, user comments, blogs, and specialty channels for autos and classifieds. They hope the bilingual sites of Vista and La Vibra will allow them to reach women and young Hispanics. In the future, impre.com plans to offer users a free personal email service.
Arturo Duran, CEO, impreMedia Digital,
“Impre.com will be the premier online destination for, by and about U.S. Hispanics,” said Arturo Duran, chief executive officer of impreMedia Digital. “We’ve invested in the Hispanic community because we believe that it’s the future; as the 44 million U.S. Hispanics go online, impreMedia will be there to serve them with impre.com’s in-depth and rich multi-media content, while advertisers will benefit from the network’s broad reach across the Hispanic market. impre.com’s original and relevant content reflects the lifestyle and views of the Hispanic community and engages users with tools that allow them to participate in shaping the Latino perspective.”
ImpreMedia is one of the leading publishers of Spanish language newspapers in the U.S. The company owns publications in 17 cities. According to an impreMedia spokesperson, following the purchase of the three Texas newspapers, impreMedia will reach 2.1 million Spanish speakers every week via nine newspapers and one magazine.
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Filed Under: Media
Posted by Elena del Valle on May 21, 2008
Don’t Be Afraid screen image
Photos, video: Comcast
In April, the police departments of the Montgomery and Prince George’s counties in Maryland, with the help of Comcast, launched a public service campaign targeting foreign language speakers in the two counties. Don’t Be Afraid, a bi-county campaign assuring speakers of other languages that emergency services will help those who seek assistance will run through August 2008. It includes two public service announcements (PSAs) and two five-minute interview segments with each county’s chief of police at a value of more than $400,000 in air-time. Scroll down to watch the public service announcement video.
Chief J. Thomas Manger of the Montgomery County Policy Department, and Chief Melvin C. High of the Prince George Police Department recorded five-minute Comcast Newsmakers interview segments explaining the campaign’s role in ensuring the safety of the counties’ non-English or limited English speaking residents. Each chief’s interview aired on CNN Headline News in his respective county for two weeks from mid to late April.
The PSAs produced for the campaign display the “911” emergency number and the word “Help” on-screen. The word “Help” appears translated into the most commonly-spoken languages in the counties: Spanish, French, Korean, Mandarin, Vietnamese and Russian. Taped in English and Spanish, the PSAs will run cross-channel on Comcast Cable in both counties through the end of August 2008.
Sanford Ames, Jr., area vice president, Comcast
“It is Comcast’s goal to make all members of our community feel valued and safe,” said Sanford Ames, Jr., area vice president, Comcast. “We’re proud to partner with the Montgomery and Prince George’s counties police departments to publicize the availability of 911-call translation services and to eliminate the ethnic community’s fear of reporting crime.”
Discover how to reach Latinos in language today with
“Hispanic Market Translation Issues” audio recording
Presenter Martha E. Galindo
Translation company owner Martha E. Galindo explains
- Why it’s important to reach your clients in language
- Ins and outs of translations issues
- How to select a translator
- What to expect
- How to save on translation costs
- Much more
Click here for information on “Hispanic Market Translation Issues”
“We are very grateful to Comcast for its commitment in helping us get this critically important message out to the community,” said Manger. “Montgomery County has a culturally diverse population and we want to make sure that our community members who don’t speak English as a first language know, that through our translation services, when they need our help they can call 911 and be understood.”
Don’t Be Afraid is the fourth in a series of public safety campaigns in which Comcast has invested its resources. Previous campaigns included Drive, Think, Live, a program the company sponsored in Montgomery County promoting driver safety among young people; as well as Pedestrian Safety, a District of Columbia metro area campaign promoting the use of crosswalks and safe driving tactics in heavily populated areas. Crossing Guards, the third in the series, highlighted school crossing guards and the work they do to keep children safe.
Posted by Elena del Valle on May 20, 2008
We’re increasing our staff so that we can increase our contribution.
Knowing that you’ve made a difference in the life of a child is inspiring. It motivates you to go farther. And do more. The way it motivates ALSAC/St. Jude. As the fundraising arm of St. Jude Children’s Research Hospital, we ensure the continuation of world-class research in the treatment of life-threatening children’s diseases.
Click here for the full text of Specialist – Media Acquisition, Hispanic
