Posted by Elena del Valle on February 2, 2009
Educational Level Hispanic vs. U.S. Total Population 2007 – click on image
When it comes to advanced degrees foreign-born residents exceed native-born residents, according to a U.S. Census Bureau report released last week. In 2007, more foreign born people living in the United States had master’s degree or higher than native-born residents. Nationally, 11 percent of people born in another country who lived in the United States and 10 percent of U.S.-born residents had an advanced degree.
That same year, 84 percent of adults 25 and older said they had at least a high school diploma and 27 percent claimed to have a bachelor’s degree or higher. At the same time, across the whole country a smaller percentage of foreign-born than native-born adults had completed at least a high school education. Only 49 percent of foreign-born Latinos said they had graduated from high school while 49 percent of Asians indicated they had graduated from college or higher.
While 87.7 percent of U.S.-born residents said they had a high school diploma only 76.5 percent of U.S.-born Latinos graduated from high school; 68 percent of foreign-born residents had a high school diploma and 49 percent of foreign born Latinos had graduated from high school. Undergraduate degrees were less common. Some 27.6 percent of U.S.-born residents said they had a bachelor’s degree or higher and 15.9 percent of U.S.-born Latinos had a bachelor’s degree or higher. Just over one quarter of foreign-born residents (26.9 percent) claimed a bachelor’s degree or higher while 10 percent of foreign born Latinos had such degrees.
In the West, the percentage of foreign-born who had completed at least a bachelor’s degree or higher was less than the percentage of the native-born, 24 percent compared with 31 percent respectively. In the Northeast, both groups had 32 percent with bachelor’s degrees or more. The foreign-born in the South (26 percent) and Midwest (31 percent) were more likely than native-born residents to have at least a college degree (25 percent and 26 percent, respectively).
The report also indicates that: 84 percent of adults 25 and older had completed high school, while 27 percent had obtained at least a bachelor’s degree in 2007; a larger proportion of women (85 percent) than men (84 percent) had completed high school; a larger proportion of men had earned a bachelor’s degree (28 percent compared with 27 percent); the percentage of high school graduates was highest in the Midwest (87 percent), and the percentage of college graduates was highest in the Northeast (32 percent).
Also, men earned more than women at each level of educational attainment. The percentage of female-to-male earnings among year-round, full-time workers 25 and older was 77 percent; workers with a bachelor’s degree on average earned about $20,000 more a year ($46,805) than workers with a high school diploma ($26,894). Hispanic and black workers earned less at all levels than non-Hispanic whites and Asians.
The information in the report is from Educational Attainment in the United States: 2007, a report that describes the degree or level of school completed by adults 25 and older. This data stands out because it’s the first Census Bureau report on educational attainment to use data from the Current Population Survey and the American Community Survey. Researchers point out that combining the two data sets provides a state-by state comparison of educational attainment while providing an examination of historical trends.
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 January 26, 2009
Shira Simmonds, president and co-founder, Ping Mobile
Photos: Ping Mobile, impreMedia
Ping Mobile and impreMedia recently announced a partnership designed to offer mobile advertising and marketing to advertisers via Ping Mobile’s PingRewards platform. According to an impreMedia press release, the company aspires to be the leading U.S. mobile coupon site in Spanish. It is offering Hispanics a series of sweepstakes through print publications and online portals.
The company will offer Spanish speakers discounts through a portal, impreRewards, which is free for users. Its executives hope Latinos will be particularly receptive to marketing offers due to the current economic climate. The idea is to motivate consumers to accept the offers and information directly to their mobile phones by inviting them to carry the coupon content and redemption information on-the-go or in a viral format.
“This partnership represents a tremendous opportunity for advertisers interested in reaching the Hispanic consumer and we are excited to partner with impreMedia, given their unparalleled Hispanic audience in both online and print. Because of the current economic climate, consumers are turning to mobile couponing and it’s these consumers who will benefit from the impreRewards portal,” said Shira Simmonds, president and co-founder of Ping Mobile.
“Best in Class Hispanic Strategies” audio recording
Presenters Carlos Santiago and Derene Allen
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Find out what makes 25 percent of the top 500 Hispanic market advertisers out perform the remaining companies
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Discover what questions to ask, steps to take to be a Best in Class company
Click here for more about “Best in Class Hispanic Strategies” audio recording
ImpreMedia plans to provide users access through a keyword and short code to text in to receive individual coupons and encourage platform sign-up. Through their mobile phones, users should be able to text in a short code to receive their coupon and be able to double opt-in into the platform.
ImpreMedia is targeting Spanish Preferred Hispanics 18 to 44 with a household income over $40,000 via its 14 print publications in 17 Hispanic markets and 11 states: Arizona, California, Connecticut, Florida, Illinois, Massachusetts, New Jersey, New Mexico, New York, Pennsylvania and Texas.They plan to measure results and track coupon redemption by looking the exposure of print and online advertising along with opt-in and double opt-in metrics.
They expect to offer advertisers low cost introductory packages up to a specific message count (until messages are served) with the ability to control their message through the promotional period. They are also planning to offer tie-in to SMS offers (text keyword and code) to other ongoing promotional materials that the advertiser has, such as print receipts, online banners, TV or radio spots.
Arturo Duran, chief executive officer, impreMedia Digital
“Given the heavy mobile usage among Hispanic consumers, impreRewards is the perfect solution for any advertiser looking to target the Hispanic market,” said Arturo Duran, chief executive officer of impreMedia Digital. “The solid technology behind Ping’s platform and the ease of use from both the advertisers’ and consumers’ viewpoint, will allow our users to feel comfortable using this exciting, new and innovative marketing tool in their preferred language. Using impreRewards brands nationwide will be able to drive traffic directly to the point of sale within minutes.”
ImpreRewards, built on the same platform and relying on identical back-end technology as PingRewards, promises advertisers full control over campaign details including the content and timetable of each promotion.
ImpreRewards allows users to opt-out anytime by replying with the keyword “Stop.” The company promises that it will keep all consumer information secure. Ping Mobile boasts a coupon campaigns redemption rate of 56 percent on average. Executives at Ping believe high conversion rates are due to the method of SMS distribution they use designed to facilitate that the right messages be being sent to the right consumers. Current advertisers include Footlocker, ESPN Shop, 1-800 Flowers.com, Ice.com, Mikasa, Diamonds International, and World of Watches.
“WorldofWatches.com is thrilled to be a part of this exciting new venture between impreMedia and Ping Mobile. We anticipate the success of mobile couponing to be of great value to us and look forward to offering customers amazing offers on over 3,500 name brand watches, straight to their mobile phones,” said Izac Ben-Shmuel, chief executive officer of the SWI Group.
ImpreMedia is a leading publisher of Spanish language newspapers in the country. The company owns publications in 17 cities and has 26 online and print properties targeting the United States Hispanic population.
Ping Mobile is a full-service mobile agency, that offers a range of mobile marketing, offers, promotions and content services, with a specialization in mobile offers and promotions. The company focuses on consumers, consultancy, reporting, data analysis and client services packages. Ping Mobile is headquartered in Englewood Cliffs, New Jersey and has offices in Los Angeles, California and Tel Aviv, Israel. Ping is comprised of three wholly owned and fully-integrated units: Israel-based Ping Mobile Ltd. (formerly Regisoft Ltd.); Pop Solutions LLC, a Los Angeles-based mobile marketing company; and Ping Mobile, a New Jersey-based mobile marketing company.
“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
Posted by Elena del Valle on January 23, 2009
In 2003, the Cabletelevision Advertising Bureau (CAB) published a book about the United States Latino market to drive a heightened understanding of that growing and desirable market among potential advertisers. It was the organization’s first diversity publication. A second edition of that book would be published before, in 2007, the New York based organization published Race Relevance and Revenue, a 150-page book about the African-American marketplace. Discussions are in the works for a similar publication about Asian markets in the United States.
Late in 2008, the Bureau published Hispanic Marketers’ Guide to Cable 2008 Edition Hispanic Cable Facts and Cultural Cues ($49.95) to provide an updated resource for advertisers and their agencies. This third edition of the book was possible with a budget of $50,000 and the help of 12 contributors. It was designed to assist marketers to reach out to diverse Hispanic cable viewers, especially Spanish speakers who, according to the book, are particularly well represented by cable brands.
“We expect this to be the must-have guide for this year,” said Cynthia Perkins-Roberts, vice president of Multicultural Marketing and Business Development of the Cabletelevision Advertising Bureau. “We decided to take a different approach. It’s a multidimensional market. The strength of cable is that it reaches all the (Hispanic) segments. The book includes cultural cues and viewing information divided by segments of the population. This makes the book unique and mirrors the true industry.”
The publishers promise an explanation of the role of cable television in marketing to Latinos; why they believe cable is one of the fastest growing television options; information about the options available to reach Hispanics; details about the options cable offers Latino viewers; information on the major Hispanic market segments; insights on how marketers can connect with market sub groups; suggestions on how to approach Latino consumers; information on acculturation; insights on media habits and how they vary by generation; and information about English dominant Hispanics.
The organization printed 5,000 copies of the book and has distributed 1,500 to date. The book is divided into two halves: Hispanic TV Facts and Cultural Cues. The first half, relying on A Business Rationale, Geographic Targeting and Hispanic-Targeted Programming Options discussions, makes a case for cable as an ideal advertising vehicle to reach Latino viewers. The Business Rationale is divided into Choice, Growth, A Proven Entity, Prime Consumer Targets, Brands that Build Brands, Versatility and Consistency and Extended Reach.
The Cultural Cues half includes: an overview of the Hispanic population, Hispanic Men, Hispanic Women, Hispanic Youth, Acculturation, English Dominant and Hispanic Generations. Market information was provided by Cheskin Added Value, Experian, Felipe Korzenny, Ph.D., Franco Research Group, Latin Force, Milward Brown, The Nielsen Company, Gonzalo Perez, Terry Soto, Synovate and TNS. Some of the contributors submitted content on a pro bono basis.
Founded in 1980, the Cabletelevision Advertising Bureau is a cable television advertising advocacy group dedicated to providing advertisers media insights. The organization includes a division dedicated to diversity markets that provides advertisers information on Asian, Hispanic and African-American markets in the United States.
Click here to buy a copy of Hispanic Marketers’ Guide to Cable
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Posted by Elena del Valle on January 9, 2009
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Dragons of Change in Business book cover
In Taming the Dragons of Change in Business 10 Tips for Anticipating, Embracing and Using Change to Achieve Success (Acuity Publishing, $19.95), Richard G. Stieglitz, Ph.D. explores ways for readers to take advantage of current market, employment, organizational and business shifts. The Maryland resident believes that individuals and companies who are prepared and ready may be able to take advantage of the opportunities that develop in the rapidly changing environment.
Stieglitz, who believes the most notable change is the increased importance of relationships in the business environment, addressed the book to leaders who want to transform their organizations. He divided the book into three sections: Beliefs The Foundation for Success; Relationships Building Blocks of Success; and Actions Only Actions Change Reality. He shared three tips in each of the first two and four tips in the third one.
The three tips in the first section are Abundance Be Abundant in Your Attitude; Opportunity Answer When It Knocks; and Investments Pay It Forward. The tips for the second section are: Communications Get Your Message Across Clearly; Diversity Embrace Diversity to Expand Creativity; and Collaboration Collaborate, Collaborate, Collaborate. The tips for the final section are: Purpose Use Purpose to Set Your Direction; Planning Plan to Achieve Your Goals; Innovation Reach the Top Through Innovation; and Execution Execute to Produce Results.
He dedicated the final eight pages of the book to what he considers are ten future changes: An increase in independent workers; increased customization; more direct communications thanks to technological advances; pressure for high skilled workers to adapt to business demands; heightened importance of creativity; more social change than ever; shifting world market that will drive economic relationships; closer relationships resulting from global markets; a shrinking business environment pressures leaders to sustain healthy relationships; and greater uncertainty.
A nuclear engineer by training, Stieglitz has a 35-year career track. He served 10 years in the United States Navy and then pursued a career in the private sector where he worked for software and aerospace firms. He also authored Taming the Dragons of Change 10 Tips for Achieving Happiness and Success When Everything Around You is Changing.
Click here to buy Taming the Dragons of Change In Business
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Posted by Elena del Valle on December 19, 2008
¡Sabor! A Passion for Cuban Cuisine book cover
Photo: Running Press
Would you like to try something a little different at dinner for the holidays? Do you like Latin food that’s tasty but not red hot? Perhaps Cuban food is just what you need.
In Sabor! A Passion for Cuban Cuisine (Running Press, November 2008,
$29.95), Ana Quincoces Rodriguez, a Miami, Florida resident and amateur cook, offers a look at the food and flavors of Cuba. She starts out outlining what she describes as the “holy trinity” of Cuban cuisine, garlic, bell pepper, and Spanish onion.
She titled the book Sabor, Spanish for flavor, because for her it describes the many aspects of cooking, saying that it’s possible to cook with sabor, speak with sabor, and dance with sabor; and that in “Cuba, sabor is both a state of mind and a way of life.”
The 240-page hardcover book has 130 recipes, many accompanied by full page color photos. Although the chapter titles are in Spanish and English, the rest of the content, including the list of ingredients, is in English. It is divided into: Some Basics, Appetizers and Snacks, Soups and Sandwiches, Sides and Salads, Main Dishes, Desserts and Drinks. At the end, there are Sample Menus, Glossary, Sources Guide and Conversion Tables.
Popular recipes she features in the book include: Croqueta Preparada (Cuban Sandwich with Croquettes); Mariquitas (Fried Plantain Chips) with Mojo Criollo (Garlic Sauce); Frituras de Bacalao (Cod Fritters); Empanadas de Chorizo (Chorizo Turnovers); Bistec de Palomilla (Minute Steak); Pierna Asada (Roast Pork Leg); Tostones (Fried Green Plantains); and Flan de Coco (Coconut Flan).
Rodriguez, who grew up in Miami, learned to cook at her Cuban mother’s side. She has been mentioned in several magazines and newspapers and on national television after self-publishing her first book, Cuban Chicks Can Cook. She lives in Miami, with her husband and two teenage daughters.
Click here to buy Sabor!: A Passion for Cuban Cuisine
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Posted by Elena del Valle on December 12, 2008
The Latino Threat book cover
Photo: Stanford University Press
In his latest book, The Latino Threat Constructing Immigrants, Citizens and the Nation, Leo R. Chavez examines the coverage of recent immigrants with the desire to illustrate how prejudices have been the basis to wrong a segment of the population and outline the meaning of American.
The 256-page paperback book is divided into seven chapters and two parts: Constructing and Challenging Myths; and Media Spectacles and the Production of Neoliberal Citizen Subjects.
Chavez argues that immigrant groups have often been seen as threats by the residents of the country when they first arrive. He mentions the German language threat, the Catholic threat, the Chinese and Japanese threats. At the same time, he says that Latinos have been a part of the United States since the late sixteenth and early seventeenth centuries; and that they had a presence in the territory even before the English colonies were established.
He also sets out to examine immigration related issues, the concept of citizenship as well the definition of American and how the media portray them. He concludes that citizenship is about more than legal rights and definitions and includes an individual’s participation in society.
Chavez is professor of Anthropology at the University of California, Irvine. Prior to this book, he wrote, in 1998, Shadowed Lives: Undocumented Immigrants in American Society; and in 2001, Covering Immigration: Popular Images and the Politics of the Nation.
Click here to buy The Latino Threat
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Posted by Elena del Valle on December 5, 2008
Buyology Truth and Lies About Why We Buy book cover
Photo of Lindstrom: MartinLindstrom.com
Martin Lindstrom, a branding specialist, spent three years and $7 million dollars researching people’s buying behavior. As part of his study, 2,000 volunteers in the United States and internationally discussed their reactions to ads, products, logos, and commercials. He shares his findings and addresses some commonly held beliefs in his new book, Buyology Truth and Lies About Why We Buy (Doubleday, $24.95).
The 240-page hardcover edition is divided into 11 chapters. Lindstrom believes that the better consumers understand their own buying behavior the more control they gain; and that this information is also helpful for vendors and manufacturers, allowing them to make products that truly appeal to buyers.
His study revealed that the health warnings on cigarette packages don’t discourage smoking; instead they cause some people to desire a smoke; some brands considered desirable, like iPods, increased mating instincts; people’s sense of touch, smell and sound can cause physical arousal when a shopper sees a product.
He and his team also believe that although subliminal advertising is banned it’s still prevalent. And, his findings indicate that some companies develop a ritual to boost interest in their product. At the same time, the adage that “sex sells” doesn’t seem to be true. For some shoppers ads with scantily dressed models and sexy body language can turn shoppers off.
Martin Lindstrom, author, Buyology
According to his website, Lindstrom is chief executive officer and chairman of the Linstrom company as well as chairman of Buyology Inc New York and Brand sense Agency London. He provides consulting services to executives at companies such as McDonald’s Corporation, Nestlé, Procter & Gamble, Microsoft, The Walt Disney Company, Unilever and GlaxoSmithKline. Every year, Lindstrom speaks to an audience of close to a million people.
Click here to buy Buyology: Truth and Lies About Why We Buy
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Posted by Elena del Valle on November 21, 2008
PR 2.0 New Media, New Tools, New Audiences
Photos: FT Press
In the wake of this year’s presidential elections the enormity of what transition officials are calling Obama 2.0 is becoming evident. During his 21-month campaign for the White House the Illinois legislator built an online grass roots support group of 10 million, including 3.1 million contributors. With his army of online supporters he raised $660 million and developed a following his team plan on continuing to leverage now that they are headed to Washington. The idea is to convert Obama’s online support base into a viral lobbying and communications machine, making him the first president to be “wired” in the digital sense of the word.
The success of these monumental efforts may be the final proof change resistant and anti Internet business people and communicators needed to come to terms with the advances in media and the way today’s society communicates in America and the world. Obama 2.0 illustrates the point about new media that Deidre Breakenridge, a public relations practitioner from New Jersey, makes in her recently published book: online and digital communications, including social media, have become powerful stand alone resources that must be considered as part of a comprehensive public relations plan.
In PR 2.0 New Media, New Tools, New Audiences(FT Press, $24.99), Breakenridge’s third book, she discusses new media and how its advent affects the practice of public relations. She promises readers that PR 2.0 will illustrate for them the idea of protecting and preserving brand reputation through social media strategies while taking advantage of their knowledge and the Internet to develop powerful campaigns.
Deidre Breakenridge, author, PR 2.0
The 284-page hardcover book is divided into 15 chapters and four sections: The Transition to PR 2.0, A New Direction in PR, Embracing PR 2.0 and The Future of 2.0. In the book, she outlines the importance of being familiar with new media much of which she says involves social networking including website interaction and blogging.
She goes on to say that being familiar with new media is not enough. She believes new media should be an integrated part of the public relations resources and tools available to practitioners everyday. And, that it’s up to each practitioner to know when and how to take advantage of them.
Breakenridge, president and director of communications, PFS Marketwyse, is an adjunct professor at Farleigh Dickinson University. A 20 year veteran in her field, she is also author of Cyberbranding and The New PR Toolkit.
Click here to buy PR 2.0: New Media, New Tools, New Audiences
Cyberbranding: Brand Building in the Digital Economy
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Posted by Elena del Valle on November 14, 2008
Little Book of Big Ideas Business book cover
Photo: Chicago Review Press
In Little Book of Big Ideas Business (Chicago Review Press,$14.95) John Lipczynski, a professor of industrial organization in London, showcases what he believes are the 10 most important trends in business; and 50 people responsible for their development.
The 128-page hardcover book is divided into seven chapters: Pioneers, Industrialists, Entrepreneurs, Financial Geneuses, Mavericks, Strategists and Theorists. He dedicates two pages to each individual, outlining the person’s date and place of birth and death as well as his or her importance.
He begins with Ray Kroc, a milkshake machine salesman who went on to become the developer of McDonald’s as a franchise business with restaurants in the United States and 100 other countries. Other familiar names include Warren Buffett, Peter Drucker, Bill Gates, Jeff Bezos and Jack Welch.
There are people from Australia, Austria, Canada, China, England, France, Germany, India, Ireland, Japan, Russia, Scotland, South Korea, and United States on the list. He also included three women in the Entreprenuer section: Anita Roddick, the English founder of The Body Shop, credited with developing a multinational business that mixed principles and profit; French fashion icon Coco Channel who he describes as one of the world’s best known couturiers; and May Kay Ash, the American founder of Mary Kay Cosmetics who he says developed a unique business approach.
Lipczynski chairs postgraduate courses in the business department of London Metropolitan University. He is coauthor of Economics of Business Strategy, Economics of Industrial Organization and Industrial Organization.
Click here to buy Little Book of Big Ideas
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Posted by Elena del Valle on November 7, 2008
Lady Q: The rise and fall of a Latin queen book cover
Photo: Independent Publishers Group/Chicago Review Press
Sonia was born to a poor and uneducated mother in Puerto Rico in 1967. That already promised her a life of economic hardship. Her mother also neglected her and allowed the men in her life to abuse Sonia physically and sexually starting at the age of five. When Sonia had the courage to tell her mother, she disbelieved her and heaped physical and verbal abuse on her. This childhood of neglect and suffering eventually led Sonia, a shy and love starved young girl, to seek solace in gang life in the city where she spent her growing years, Chicago.
In Lady Q: The rise and fall of a Latin queen (Chicago Review Press, $24.95), Reymundo Sanchez, a former gang member, and Sonia Rodriguez, a former Queen of Kings gang member, share the tale of Sonia’s life among the Almighty Latin King and Queens Nation, one of Chicago’s most prominent gangs in a 269-page hard cover book published earlier this year.
The book is divided into 16 chapters beginning with her early childhood years in Puerto Rico and her move to Chicago with her abusive step father Juan and her family; and ending with her life today and her efforts to find herself outside the gang that she once belonged to and that shaped her life in so many ways.
According to promotional materials, Lady Q is the first Latin Queen to go public with her story, sharing a woman’s perspective of gang life. The book was born after Sanchez invited Sonia to describe her life story and her experience in the gang known for its violent tendencies and criminal activities.
Reymundo Sanchez is the pseudonym of a former Latin Kings gang member. He is the author of My Bloody Life and Once a King, Always a King. Sonia Rodriguez is also a pseudonym.
Click here to buy
Lady Q: The Rise and Fall of a Latin Queen
My Bloody Life: The Making of a Latin King
Once a King, Always a King: The Unmaking of a Latin King
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