Posted by Elena del Valle on May 6, 2008
America’s population growth by racial and ethnic groups – click on image to enlarge
According to the latest Census Bureau updates, more than one third of Americans is from racial and ethnic minorities. Hispanics continue to grow faster than any other group, exceeding 15 percent of the overall population for the first time last year. At the same time, children of racial and ethnic minorities continue to exhibit significant growth. Hawaii was the only state where the share of non Hispanic white children rose.
High fertility and immigration are prompting the growth of Asian American and Hispanic populations. This is most evident in youth markets. In two of the fastest growing states, Florida and Nevada, the majority of children are from ethnic minority groups. Among children five and younger, ethnic and racial minority children are already the majority across the country.
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 competion with “Hispanic Projections”
An example of the growth patterns sweeping the country is Florida. The Sunshine State had been the top state in non Hispanic white population increases in the past 30 years. In 2005, its non Hispanic white population mushroomed by 123,000; in 2006 the same segment grew by 67,000. In 2007, there were only 4,000 new non Hispanic whites in the state.
At the national level, between 2006 and 2007 the Hispanic population grew 3.3 percent; while the Asian population grew by 2.9 percent; the black population grew 1.3 percent; and growth among non Hispanic whites was only 0.3 percent. At the same time, minorities concentrated in certain parts of the country. Almost one third of America’s minorities live in California and Texas. Texas gained the greatest number of Hispanic residents between 2006 and 2007.
Listen to Cesar Melgoza discuss
“Changing Latino Landscape” audio recording
Presenter Cesar Melgoza, managing director, Latin Force Group
Find out about
• How demographic, social, political and economic factors affect Latinos
• Number of Hispanics in U.S.
• Hispanics as a percent of the mainstream population
• Number of Puerto Ricans in Puerto Rico
• Hispanics, including Puerto Rico, as a percent of U.S. mainstream
• Number of Asians and African Americans
• Estimated size of Hispanic market by 2012
• Percentage growth of new Hispanics per year
• Number of counties where Latinos are majority
• Areas of significant Latino growth
• Area of U.S. with a 950 percent Latino growth
• Role of acculturation
• Hispanicity segmentation
Click here for information on the Changing Latino Landscape
Posted by Elena del Valle on May 5, 2008
Katie Delahaye Paine, founder, KDPaine & Partners LLC
Photo: KDPaine & Partners LLC
A podcast interview with Katie Delahaye Paine, founder of KDPaine & Partners LLC, is available in the Podcast Section of Hispanic Marketing & Public Relations, HispanicMPR.com. During the podcast, Katie discusses moving beyond traditional media measurement and measuring conversations and social media and addressing Hispanic market issues with Elena del Valle, host of the HispanicMPR.com podcast.
Katie is the founder of KDPaine & Partners LLC and publisher of the first blog and the first newsletters for marketing and communications professionals dedicated entirely to measurement and accountability. Her book, Measuring Public Relationships, the Data-Driven Communicator’s Guide to Success , was published in December of 2007. She writes KDPaine’s Measurement Blog and publishes The Measurement Standard. Prior to launching KDPaine & Partners in 2002, Katie was the founder and president of The Delahaye Group, which she sold to Medialink in 1999.
She works with, among others, Raytheon, Allstate, Facebook, and Southwest Airlines. Most recently, her endeavors have been focused on social media measurement as well as providing cost effective measurement programs for non-profits, small businesses and government agencies.
Click here to buy Measuring Public Relationships
Katie was named the 2007 New Hampshire Woman Business Owner of the Year by the Small Business Administration. In 2006, she was named the Entrepreneurial Venture Creator Person of the Year by the University of New Hampshire and won the Business Excellence Award for Excellence in Media & Marketing from New Hampshire Business Review.
A Cum Laude graduate of Connecticut College’s class of 1974, Katie majored in history and Asian studies. She received an Honorary Doctorate of Laws from New Hampshire College in May 1996. She is an Athena award winner and a board member of the New Hampshire Political Library.
To listen to the interview, scroll down until you see “Podcast” on the right hand side, then select “HMPR Katie Delahaye Paine,” 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 to disk. The podcast will remain listed in the May 2008 section of the podcast archive.
“Moving Beyond Traditional Media Measurement: measuring conversations and social media” audio recording
Presenter Katie Delahaye Paine, founder, KDPaine & Partners
Find out about
- Issues affecting online public relationships today
- Testing relationships as part of a survey
- Measuring ethnic group relationships
- Measuring foreign language communications in a similar ways to English
- Biggest challenges measuring conversations and social media
- Measuring online relationships with little or no money
Click here for information on “Moving Beyond Traditional Media Measurement”
Posted by Elena del Valle on May 2, 2008
David Beckham: Life of an Icon DVD cover
Photos, video: Liberation Entertainment/Anchor Bay Entertainment
A new film, David Beckham: Life of an Icon, an unauthorized biography of the well known soccer player, is scheduled for release to the public on DVD May 6 for $19.97. Spotted by sports scouts in a working class neighborhood at the age of 11 he was signed up to play soccer at 14 by Sir Alex Ferguson and went on to become world famous.
The film shares insights on his life from his early days; his meteoric rise in sports and fame, including some moments of Beckham’s life with his famous wife, the birth of his son, and the family’s relocation to the United States. Scroll down to watch promotional videos in English and Spanish for the DVD.
“Soccer is the biggest sport in the Spanish-speaking world and Beckham is its biggest star,” said Matt Kennedy, director of marketing for Liberation Entertainment, the DVD’s distributor. “An estimated 50 percent of the Galaxy’s fans are Hispanic and have been there from day one. They love Beckham, which was evidenced by the fact that more than a quarter million jerseys were purchased before he even played his first Los Angeles game. To them, it’s not whether he came from Guadalajara or East London, it’s that he’s a great soccer player.”
The 77-minute film includes footage from his most important games, as well as family photos supplied by David’s father. The video also features some of Beckham’s greatest moments, commentary from players and journalists as well as pictures and footage. Distributors produced promotional materials in English and Spanish. In addition to the usual mass outreach to media in print, broadcast and online, they also approached Latino media representatives.
David Beckham
David Beckham’s first taste of the U.S. came with a distinctly Latin flavor. At 13 (in 1989), Beckham flew to Texas to compete in the Dallas Cup, a top youth tournament.
“I remember meeting one of the nicest families. When we went there, each player got sort of drafted out to a house with a family and I went to this Mexican-American family,” said Beckham of his experience. “It was amazing; the experience of being part of a real Mexican-American family that loved soccer.”
That home belonged to Sam and Christine Alcala. Beckham roomed with Mike, Sam and Christine’s son. Every morning Sam would drive them to practice after breakfast. In the evenings, they ate rice, beans and tacos.
There are five extended interviews in the film: “Brand Beckham,” “The Beckham Phenomenon,” “The Kofi Annan Story,” “Beckham in America,” and “Why Beckham?” with Sir Bobby Charlton, Ellis Cashmore, Andrew Milligan, Jimmy Burns, Steve Bunce and Sasha Pasulka.
The DVD is divided into the following chapters: Life of an Icon; Style and Fashion; World Cup 1998; The Comeback Kid; World Cup 2002 – Revenge; Worldwide Appeal Brand Beckham; Fallout With Alex Ferguson; Move to Madrid; World Cup 2006; Return to Madrid; and Move Towards Hollywood and Future.
Beckham grew from a modest life as a young boy in his early soccer days to a media star and style icon into a jet-set life. He recently moved with his rock star wife Posh Spice to Hollywood, California.
Click here to buy David Beckham: Life Of An Icon
Posted by Elena del Valle on May 1, 2008
Limon y Sal clothing
Photos: Orange Clothing Co.
Beginning in May 2008, Kmart stores are expected to carry Limon y Sal, a new apparel brand designed for Hispanics. The line is distinctive because it’s designed for young Latinos and the packaging, hang tags, labels, stickers and graphics are in Spanish. The Limon y Sal line includes Spanish one liner tees with graphic designs and seasonal garments.
Sample lines include: “Por eso es que estoy caliente” and “No vine por ustedes vine por ellas y la cerveza.” In addition to the graphic tees, there are screen-printed woven shirts and polo shirts, hoodies, pants and shorts.
“We have a large number of our stores that are centered in the Latino community and we have a strong bond with the Latino community,” said Mike Sablowski, vice president, Menswear, Kmart. “We haven’t offered them apparel. We really think there’s a need for that.”
Limon y Sal Clothing
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
The new line will be available in Kmart stores in 154 cities in 19 states and Puerto Rico. The items, made of cotton and cotton polyester blends, are manufactured in Asia and Latin America and priced between $13 and $25. Nestor Camacho, an employee of Orange Clothing and head designer of the Limon y Sal line, and his team designed the clothes.
Founded in 1999, Orange Clothing Co. is a Miami based private label importer, marketer, designer and distributor of clothes for young Latino men. Labels include Revolucion, Gallo Rojo, Red 1996, and Limon y Sal. The company has offices in China and Bangladesh.
“Emotional Branding: How to capture the heart and mind of the Hispanic consumer” audio recording
Receive a free downloadable copy.
Click here for your free copy of Emotional Branding
