Posted by Elena del Valle on October 24, 2006
Alex Garcia, Alberto Delgado, Eloy Salazar, Luis Diaz, Omar Rodriguez, Angela Gonzalez-Rowe, Orr Rivero, and Floyd Pitts at the Hilton HOAA check signing
Photo: Hilton
The Hilton Hotels Corporation became a Founding Corporate Partner of the Hispanic Hotel Owners Association (HHOA). Hilton provided the initial funds required for the association’s formation and preliminary development.
“From its inception, Hilton Hotels Corporation has been supportive of our vision,” said Angela Gonzalez-Rowe, president and founder of HHOA.
The Association was formed as a result of Hilton’s outreach seminar “Hospitality 101.” During the seminar, minority entrepreneurs were trained on the basics of hotel development.
“We are pleased to support HHOA on its mission and believe our involvement speaks volumes on our commitment to Diversity,” said Floyd Pitts, senior director of diversity programs for Hilton Hotel Corporation.
The association is one of the many minority based hotel industry organizations. Others such as the National Black Hotel Owners Operators and Developers (NABHOOD) and the Asian American Hotel Owners Association (AAHOA) have also received support from Hilton.
The non-profit organization is headquartered in Washington, DC. Its mission is to increase the number of Hispanic owned and operated hotels. In addition, HHOA representatives would like to see more executive level employment opportunities within the lodging industry. Hilton Hotels Corporation is a leading global hospitality company, with more than 2,800 hotels in 80 countries. – Melissa Gonzalez
Posted by Elena del Valle on October 18, 2006
By Carlos Pelay
President, Media Economics Group
Top 10 new brands, campaigns in Hispanic magazines
Advertising in Hispanic magazines in August totaled just over $22 million ($22.7m) – a 27.4 percent increase from the previous year. Ad pages were also up by 5.1 percent to 980.81 for the month of August.
Latina and People en Español both posted impressive year-over-year gains in both ad pages and dollars. At People en Español, ad pages were up by 60.1 percent and ad dollars rose by 78 percent. Latina’s ad pages rose by 82.6 percent and ad dollars soared by 89.3 percent.
While People en Español and Latina posted whopping increases in August, the year-to-date comparisons are lower – though still quite good. Through August, ad pages at Latina are up by 7.6 percent and ad dollars are up by 13.4 percent. At People en Español, ad pages are up by 20.1 percent and ad dollars by 32.6 percent.
In August, strong showings by the Personal Care Products ($4,843,177; +49.7 percent), Automotive ($3,748,802; +49.3 percent), and Health Care Products ($1,911,713, +78.6 percent) categories helped to boost overall results.
The strong showing by the Automotive category is especially promising given that weak spending in this category has dampened overall year-to-date ad spending in Hispanic magazines. On a YTD (year to date) basis (Jan-Aug), Automotive spending is still down by 2.7 percent from the previous year.
[A look at our Advance estimates for September suggests that auto spending will likely also post another strong year-over-year increase in September (our Advance estimates are based on a sample of the largest monthly Hispanic magazines). Our Advance estimates show a 14.6 percent increase in Auto spending in September, 2006 compared with previous year.]
Toyota led the Auto spending recovery in August with a year-over-year increase of $383,455 (+122 percent), followed by GM which increased spending in Hispanic magazines by $321,304 (+34 percent). Ford also increased spending significantly by $314,203 (+148 percent).
At the brand level, new campaigns for Volkswagen Jetta ($297,858) and the Toyota Camry SE ($270,674) led the category in spending. Campaigns for new auto brands such as the Jeep Compass ($224,199), Dodge Caliber ($197,473), and the Saturn Aura ($133,447) also helped to boost spending in the Auto category in August.
Besides YTD weakness in the Automotive category, closures of major titles like Shape en Español this year, and Cristina and Nuestra Gente in the latter part of 2005, have also hurt YTD comparisons. Through August, ad dollars are up by 16.5 percent while ad pages are down slightly (-1.6 percent).
August, 2006 Key Stats:
The August, 2006 update includes detailed advertising data for:
- 480 active brands
- 308 active advertisers
- 980.81 total ad pages (+5.1 percent from 2005)
- $22.7 million total ad$ (+27.4 percent from 2005)
Year-to-Date (Jan. – Aug., 2006) Key Stats:
- 1,753 active brands
- 1,016 active advertisers
- 7,368.16 total ad pages (-1.6% from ’05)
- $145.4 million total ad$ (+16.5% from ’05)
New advertising activity for August, 2006 includes 87 New brands/campaigns totaling 167.06 ad pages and $4.2 million in new spending; and 17 new advertisers (parent-company level) totaling 14.47 ad pages and $202,175 in new spending.
Carlos Pelay is founder and president of Media Economics Group, a research firm which provides advertising competitive intelligence services for the multicultural market.
Posted by Elena del Valle on October 17, 2006
William Ortiz, president, GlobalWorks Multicultural Division
Photo: William Ortiz
New York, New York — GlobalWorks Group LLC received four bronze Tellys for TV spots it created for Cablevision Systems Corp.’s digital services. The four 30-second spots target Hispanic and African-American consumers.
“We’re especially gratified to be among the circle of winners, given that our creative was judged in a competition that attracted entries from literally all over the world,” said William Ortiz, president, GlobalWorks Multicultural Division.
The Telly Awards competition attracts more than 12,000 entries annually, from all over the U.S. and many countries. The judges are advertising, production and other creative professionals, who are previous winners of Telly Awards.
“Soccer” was shot by Argentinean director Agustin Alberdi; the three African-American spots were directed by Scotty Bergstein. The spots were conceived and produced by GlobalWorks’ Hispanic and African-American creative teams, under the supervision of Caroline Fish and Takashi Omura, co-creative directors, and Anna Radzievsky, chief creative officer.
GlobalWorks is a New York-based advertising agency that delivers services for managing global brands. In addition to developing award-winning advertising campaigns across media and multicultural markets, GlobalWorks provides technology solutions to help marketers manage their brands worldwide. To view the winning spots, visit GlobalWorks.com
Posted by Elena del Valle on October 12, 2006
U.S. voters by ethnic group
Chart: HispanicMPR.com
According to the latest Pew Hispanic Center updates, 17.2 million Hispanics or 8.6 percent of voters, will be eligible to vote in 2006. That represents an increase of 7 percent over the 2004 election when there were 16 million Hispanic voters representing 8.2 percent of eligible voters in the country.
Native born Hispanics represent 75 percent of Latino voters while foreign born naturalized Hispanics represent 25 percent. Second generation Latino voters exhibited the largest percentage growth, 46 percent, among Hispanic voters since 2004. At the same time Latino voters represent a smaller share of the overall Hispanic population than similar voting segments in other ethnic groups because so many Latinos are underage or adult noncitizens.
According to the Pew Hispanic Center only 39 percent of Latinos may vote while 77 percent of nonHispanic whites and 65 percent of nonHispanic blacks are eligible to vote. In other words, of 200 million eligible voters, 150.8 are nonHispanic white, 24.1 million are nonHispanic black, 17 million are Latino and 7.4 million are nonHispanic Asian. The Center estimates that between 10 million and 12.3 million Latinos will register to vote by November 2006.
Posted by Elena del Valle on October 10, 2006
Scenes from the public service announcement
Photos: Creative Marketing Partners
Miami, Florida – The statistics are staggering: Motor vehicle accidents are the leading cause of death in the United States for Hispanics between 34 and under according to the National Highway Traffic Safety Administration (NHTSA). Organizers of a South Florida campaign to prevent drinking and driving, indicate that thirty percent of Americans will be involved in an alcohol-related crash in their lifetimes. Such accidents cause damages worth more than $50 billion a year according to a 2002 NHTSA study about the economic impact of crashes.
To counter this trend, a Miami car dealer, Esserman Nissan, donated $20,000 in production costs to develop a bilingual 30-second television public service announcement. The dealer’s advertising agency, Creative Marketing Partners (CMP), developed the campaign probono. The announcements began airing in South Florida stations the first week of October and will continue for a total of 12 weeks.
The spots have been airing in two Spanish language and three English language stations in Miami-Dade and Broward counties: WFOR (CBS), WTVJ (NBC), WSVN (Fox) in English and WLTV (Univision), WSCV (Telemundo) in Spanish.
After a decline of alcohol-impaired driving throughout most of the 1990s, a new study published in the May 2005 issue of the American Journal of Preventive Medicine, shows that driving while intoxicated has increased significantly and researchers believe it is linked to an increase in binge drinking.
National Highway Traffic Safety Administration (NHTSA) 2005 statistics indicate that alcohol-related deaths account for half of all Hispanic traffic-related fatalities. The Administration considers impaired driving a public health epidemic and places Hispanics at high risk.
In the spots, conceived and produced by CMP, two young men let the air out of the tire of a sporty Nissan parked outside a trendy nightclub. Minutes later, an obviously drunk driver stumbles to his car and realizes he cannot go anywhere because of the flat tire. The spot ends with the announcer saying: “Good friends will do anything to keep you from drinking and driving.”
The reaction from viewers has been extremely favorable, said Dick Assmar, vice-president of Esserman Nissan. “We did this because we are concerned by the fact that drunken driving statistics are on the rise. We are very pleased by the acceptance on the part of the media and the TV viewers.”
Esserman Nissan is a South Florida automobile dealer and the only recipient of Nissan’s Owner First Award of Excellence 5 years in a row. Creative Marketing Partners is a South Florida advertising agency that specializes in providing advertising and marketing services for automobile dealers, dealer advertising groups, and automobile manufacturers, as well as the real estate and health-care industries. To view the spots online visit: English version and Spanish version
Posted by Elena del Valle on October 6, 2006
GoldLeaf Jewelry tiara and pendant for quinceañeras
Photos: GoldLeaf Jewelry
A Quinceañera, the Hispanic equivalent of a Sweet Sixteen celebration, can be the most memorable day in a young woman’s life. The preparations for it however, can be as stressful as a wedding. They can affect mothers reliving their childhood, fathers worried about losing their little girls and teenagers expected to be perfect and beautiful on their special day.
GoldLeaf Jewelry is attempting to take some of the stress away by offering for sale traditional tiaras, rosaries, and charms to help young Latinas celebrate their 15 birthday. The jeweler, one of several offering Quinceañera jewelry, specializes in 14K gold, with prices ranging from $100 to $700. The company works with more than 100 manufacturers from four continents to obtain quality materials.
Renada Dukalskis
“Throughout my research it became clear to me that not only could GoldLeaf meet a market need as a place where girls could go online for beautiful, traditional, high-end Quinceañera jewelry but that we could also become a leader in a segment where there isn’t one,” said Renada Dukalsis of GoldLeaf Jewelry.
Robert and Renada Dukalskis, a father-daughter team from Oregon, founded an online store specializing in jewelry for coming of age celebrations. Robert, who has many years of retail experience, focuses on the logistics of the company. Renada handles the marketing. After years of marketing experience she is centering her attention on the growing family business. The company will donate a portion of sales to the MS Foundation for Women, a non-profit organization focusing on women’s issues. — Melissa Gonzalez
Posted by Elena del Valle on October 5, 2006
Wayne Eadie, senior vice president, Research, MPA
Photo: Magazine Publishers of America
New York, New York – According to a recent phone survey of 901 respondents conducted by Synovate on behalf of the Hispanic Magazine Coalition and the Magazine Publishers of America, Hispanic respondents of the survey have more trust in magazine information and advertising than any other media outlet including TV.
The study focused on “the richness and strength of Hispanics’ emotional connection with magazines.” Working with Magazine Publishers of America (MPA), the Hispanic Magazine Coalition, a group of nine companies with interests in Hispanic magazines, presented the findings to advertisers in a seven-city road show. The findings are based on 901 Hispanic telephone interviews with magazine and non-magazine readers conducted this summer by the market research company Synovate. It is described as the first industry-supported look into consumer engagement with Hispanic magazines.
“We’ve undertaken this initiative to better understand the Hispanic magazine reader,” said Wayne Eadie, senior vice president, Research, MPA. “Currently, Hispanic magazines get four percent of total media spending compared to 17 percent for the general market, which represents the gap in understanding the strong connection that magazines have with Hispanic consumers versus other media.”
“This study clearly establishes the viability of the Hispanic magazine market,” said Lou Lopez, vice president, Synovate. “The research also demonstrates that Hispanic magazines are able to generate readership engagement levels on a par or exceeding general market magazines.”
Forty three percent of the respondents trust magazine advertising, 38 percent trust TV by 38 percent and 25 percent believe in Internet advertising. Similarly, 47 percent of Hispanic magazine readers in the study trust the information reported in magazines, while only 37 percent of those surveyed deem Internet information to be credible. The research also shows that 85 percent of those surveyed read magazines, which is on par with the general market.
According to Synovate’s analysis Hispanics in the study appear to be less jaded by advertising than the general market. For example, Synovate found that 54 percent of survey respondents believe that magazine advertising provides them with something that they can’t find in other media such as TV, radio or the Internet. Additionally, 73 percent of respondents said that magazine advertising gives them good ideas about what to buy.
Synovate’s research reveals that Hispanics value magazines for qualities that are similar to that in the market such as education and personal escape. However, Hispanics show a greater propensity to value magazines for social connection, aspiration and cultural relevance than the general market.
The Hispanic Magazine Coalition revealed the survey findings in New York, New York; Chicago, Illinois; Coral Gables (Miami market), Florida; Los Angeles and Torrance, California; San Antonio, Texas; and for the Detroit market, Birmingham, Michigan. Members of the Hispanic Magazine Coalition include AARP Segunda Juventud, Hogar Latino LLC, Editorial Televisa, Latina, The National Association of Hispanic Publications, Meredith Hispanic Ventures, Muevelo, People en Español, and Selecciones.
Magazine Publishers of America is the industry association for consumer magazines. Established in 1919, MPA represents 240 domestic publishing companies with approximately 1,400 titles, 80 international companies and 100 associate members. Staffed by magazine industry specialists, MPA is headquartered in New York City, with an office of government affairs in Washington, DC.
Posted by Elena del Valle on October 3, 2006
Jeff Humphreys, director, Selig Center
Photo: Jeff Humphreys
According to “The Multicultural Economy,” a report on minority buying power from the Selig Center for Economic Growth at the University of Georgia’s Terry College of Business, Hispanic buying power in the United States will draw even with African-American buying power in 2006 at just under $800 billion; and is projected to exceed it in 2007.
Hispanics surpassed blacks as the nation’s largest minority group five years ago, based on population counts. In terms of spending power, the Selig Center indicates that 2007 will mark the first year that Hispanics control more disposable personal income than any other U.S. minority group.
The Selig Center estimated Hispanic buying power will be $863.1 billion in 2007, an 8.1 percent increase over 2006, while black buying power will reach $847 billion in 2007, a 6 percent increase.
“The economic clout of Hispanics has risen from $212 billion in 1990, when I first started doing this study, to $798 billion this year and I expect it to be almost $1.2 trillion five years from now,” said Jeff Humphreys, director of the Selig Center. “That’s more than 450 percent growth from 1990 to 2011. Non-Hispanic buying power is growing closer to a rate of 176 percent over the same period.”
“Still, even as Hispanic buying power overtakes African American buying power at the national level, it is important to recognize that in the majority of states the African American market will continue to be much larger than the Hispanic market,” he said. “This insight reflects the fact that Hispanics and their buying power are much more geographically concentrated than non-Hispanics or African Americans. For example, California alone accounts for 27 percent of all Hispanic buying power in the U.S.”
The Selig Center’s annual report includes state-by-state projections of buying power for the nation’s three most populous racial groups, as well as Hispanics, who are categorized by the U.S. Census as an ethnic minority and not a racial minority. Buying power, also referred to as disposable income, is the total personal income available for spending on goods and services after taxes.
The remarkable gains in Hispanic buying power are largely explained by immigration and population growth, Humphreys said. Between 1990 and 2011, the beginning and ending boundaries of the study, Hispanic population is expected to increase 126.4 percent, compared with 15.4 percent for the nation’s non-Hispanic population
Better employment opportunities and higher business ownership are the other driving forces boosting the Hispanic consumer market. The number of Hispanic-owned businesses grew by 31 percent between 1997 and 2002, triple the 10 percent rate of growth for all U.S. businesses.
Available for purchase as a pre-packaged book and CD, “The Multicultural Economy” estimates minority buying power by applying economic modeling and forecasting techniques to data from U.S. government sources. The model developed by the Selig Center integrates economic forecasting statistical methods with those of marketing research. In addition to the state-by-state breakdowns, the 2006 report also projects minority buying power for all metropolitan areas and counties in Georgia and Florida.
The Selig Center was established in 1990 in memory of Atlanta entrepreneur Simon S. Selig Jr., a 1935 Terry College graduate, by his son, Steve Selig, and daughter, Cathy Selig.
Posted by Elena del Valle on September 29, 2006
Baby Abuelita Productions founders Hilda Argilagos-Jimenez, Carol Fenster and Laura Santamaria with the grandparent dolls
Photo: Baby Abuelita Productions
San Antonio, Texas – Baby Abuelita dolls, produced by Baby Abuelita Productions, have been singing success with 35,000 dolls sold since May 2005. The Spanish-lullaby singing dolls made to resemble Hispanic grandparents and a baby come with Latin themed attire like guayaberas, batas de casa and eyeglasses. The grandparent dolls Abuelita Rosa and Abuelito Pancho sell for $29.99 and are available for purchase online and at major retailers. The baby doll, Baby Andrea, sells for $24.99 and may only be purchased on the company website.
The grandparent dolls are available for purchase at 126 Wal-Mart, 286 Target, and 94 Toys R Us stores. They are available at Navarros Pharmacy, Sentir Cubano, Lavins Baby Store, La Ideal Baby Store, and Baby Love in South Florida; The Learning Center in New Jersey, Spanishtoys.com and Language Land in the United Kingdom also sell the dolls.
Abuelita Rosa sings: “Arroz con leche” (Rice Pudding), “Que linda manito que tiene el bebé” (What a Pretty Little Hand the Baby Has), “Esa niña linda” (This Beautiful Baby Girl), “Pon, pon, pon el dedito en el pilón” (Put, Put, Put, Your Little Finger on Your Palm), “Azótate la mocita” (Pat Your Head), and “Duérmete mi niña” (Go to Sleep, My Baby).
Abuelito Pancho sings: “Los pollitos dicen” (The Baby Chicks), “Aserrín, aserrán, los maderos de San Juan” (Aserrín, Aserrán the wood craftsmen from San Juan), “Tengo una vaca lechera” (I Have a Cow), and “Campanitas” (Bells). Baby Andrea sings: “El patio de mi casa,” “Tengo una muñeca,” “A la rueda rueda,” “Amambrocha,” and “Duermete mi niña.”
Baby Andrea
Company representatives believe Baby Abuelita Productions’ rapid growth and acceptance by consumers, is a result of the company’s interest in preserving Hispanic traditions among young children and a shared vision for creating a product that promotes appreciation and love for the Hispanic culture. The dolls are meant to promote positive attitudes about the traditions of Latinos through childhood songs.
“There is an extraordinary demand and an unmet need for products that authentically capture and reflect the culture and traditions of Hispanic-Americans particularly as it relates to music,” said Hilda Argilagos-Jimenez, co-founder and president of Baby Abuelita.
In 2005, three working mothers, a teacher, a lawyer and a psychotherapist, developed the Hispanic themed grandparent dolls concept and established Baby Abuelita, the Miami-based maker of the dolls. Additional information is available online at BabyAbuelita.com
Posted by Elena del Valle on September 27, 2006
By Elena del Valle, MBA
Principal, LNA World Communications
Elena del Valle, MBA
Photo: Cristian Lazzari
You are a spokesperson for your company, representing it for public speaking and media interviews. You are going about your everyday affairs, granting media interviews on a new product or service your company launched or a timely topic of general interest. All is going well and a Hispanic media representative calls. What should you do?
Should you respond to the request as you do with other general market requests? If you are wondering about the reach and importance of Latino media and Latino audiences nationwide, note that Hispanic buying power is estimated at around $700 billion a year and increasing rapidly. At the risk of stereotyping, remember Latinos are loyal buyers, especially for high ticket items, spend more than mainstream and other minority market buyers on basic products and like to purchase the best they can afford.
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“Latino Media and Hispanic Media Training” audio recording
Presenters Federico Suverbi, Ph.D. and Elena del Valle, MBA
To purchase a downloadable or CD audio recording with presentations on Hispanic media training by Elena del Valle and on Latino media by Federico Subervi, Ph.D. visit the HispanicMPR.com Resources Section
