Publisher, mobile agency partner to offer online, mobile advertisting platforms

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

• 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 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

MegaTV debuts radio show on TV

Posted by Elena del Valle on January 16, 2009

Joaquin Garza host of “El Chulo de la Mañana”

Photo: Spanish Broadcasting System Inc.

Starting last week, Spanish Broadcasting System began airing a television version of its Los Angeles radio morning show “El Chulo de la Mañana” from 6 a.m. to 9 a.m. (ET), 9 a.m. to 12 p.m. (PT) through Mega TV and Direct TV Más, Channel 405. The show, which targets 18 to 35 year old listeners and viewers, combines jokes, skits, parodies, current events, interviews with listeners, live sport broadcasts, entertainment and news from correspondents.

The program is one of several under the heading of Radio on TV that Mega TV offers in both media formats. Other programs that air in both formats include “El Vacilón de New York” and “El circo de Puerto Rico.” “El Chulo de la Mañana” is hosted by Joaquin Garza, also known as “El Chulo.” On the show, Garza is assisted by Zacatecas, Mexico born Raul Bernal who is known on the air as “Doña Mela,” and Denise Garcia. “Doña Mela” is meant to resemble a typical Mexican grandmother with an old fashioned and conservative point of view. “She” often disagrees and argues with El Chulo. “Doña Mela” also disagrees with Garcia’s modern views on life.

Garza’s radio career spans 23 years. He has worked in radio in Los Angeles, San Jose, San Francisco, and Sacramento, California and Dallas and Austin, Texas. Garcia, born in Tamaulipas, Mexico, came to the United Stats when she was 15. She grew up in Alamo, Texas and graduated college with a bachelor’s degree in education.

“’El Chulo de la Mañana’ in Los Angeles will give Mega TV audiences a very funny, interactive morning show that covers topics that are part of everyday life: Work, family, relationships, infidelity, entertainment and community issues,” said Cynthia Hudson Fernandez, chief creative officer and executive vice president for Mega TV. “Garza’s show has been a great success in numerous radio markets, and we are confident that our TV audience will love ‘El Chulo de la Mañana‘ and connect with Garza’s unique style. ‘El Chulo de la Mañana’ is formatted to attract both local and national audiences, and has enjoyed tremendous acceptance, especially with the Mexican audience, which constitutes the largest segment of the U.S. Hispanic population.”

Born in Zapotlan El Grande, Jalisco, Mexico, Garza’s career began in 1985 at radio station KALI in Los Angeles, California. In 1992, he worked for Spanish Broadcast System at FM 98. By 1995, he was the lead in the show “El Chulo Y La Bola” at Z Spanish Network based in San Jose, California and his popularity continues.

Spanish Broadcasting System, Inc. is one of the largest publicly traded Hispanic-controlled media and entertainment companies in the United States. SBS owns and operates 20 radio stations located in Hispanic markets such as New York, Los Angeles, Miami, Chicago, San Francisco and Puerto Rico. The Company also owns and operates Mega TV in Miami.

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

Weather Channel website, starMedia work together on sales efforts

Posted by Elena del Valle on December 17, 2008

Juan José Nuñez, COO, starMedia

 Photo: starMedia

Following the recent announcement that French owned starMedia will continue to pursue Spanish speaking markets in the Americas via a weather website powered by The Weather Channel Interactive (TWCi), the two companies announced starMedia will represent the TWCi Spanish website in advertising sales initiatives in Latin America and the United States Hispanic market.

“During the course of developing starMedia Clima, together with our colleagues at TWCi, we realized how both companies could also benefit by joining forces to leverage our strengths to better service our advertisers,” said, Juan José Nuñez, chief operating officer, starMedia. “We’re very excited about this opportunity, and have every confidence it represents a true win-win equation for starMedia, TWCi, and especially our advertisers.”

StarMedia already secured several telecommunications, tourism and travel advertising accounts. In October, The Weather Channel Interactive re-launched its Spanish language website with a new look, interactive maps and navigation improvements.

“We’re delighted with the initial results garnered from our new alliance with starMedia,” said Pascal Racheneur, director international at TWCi. “The overall feedback we’ve received from the advertising community is quite positive and inspires confidence with regard to the future development of our sales activities throughout the U.S. Hispanic and Latin America markets.”

The Weather Channel Interactive (TWCI) is a leading provider of broadband and wireless weather products including weather.com, The Weather Channel Desktop, and The Weather Channel Mobile. According to promotional materials, the website for The Weather Channel provides content for 98,000 locations worldwide and reaches 38 million unique users online each month in the United States. Other TWCi’s websites include forGetaway.com, a vacation home rental site, Forecast Earth, a site dedicated to the discussion of climate change.

The company reaches international markets via weather.co.uk (United Kingdom),  meteo123.com (France), wetter123.com (Germany), canaldotempo.com (Brazil) and weather.com/espanol (Latin America).

StarMedia.com is a free-to-web service connecting three million Spanish-speakers online in the United States and 24 million overall. StarMedia has local operations in Mexico, Spain and the United States (Los Angeles, Miami and New York). Orange, starMedia’s parent company, is a subsidiary of the France Telecom Group.

Target Latinos effectively by understanding how they shop 

“Hispanic Holiday Shopping Patterns” audio recording

Manuel Delgado, CEO Agua Marketing, gives a presentation and participates in an extended Q&A discussion about

• Hispanic shopping patterns national survey
• Why Latino consumers may be more desirable than general market shoppers
• Hispanics holiday shopping patterns and behaviors

Click here for information on “Hispanic Holiday Shopping Patterns” audio recording

WBSB to air afternoon programs for women

Posted by Elena del Valle on December 16, 2008

Michele Ravilet, presenter, De Mujeres and Sabor a Mi

Photos: Spanish Broadcasting System

Spanish Broadcasting System and Mega TV recently announced three new programs hosted by Hispanic women and slated to air on Mega TV on Direct TV channel 405 in the afternoons. The programming compliments the woman driven programming the television and radio work offers under the marketing title of Las Divas de la Tarde (Spanish for the Afternoon Divas) as well as its new women oriented website.

The afternoon programming block consists of three television shows expected to air Monday through Friday from 3 pm to 4 pm (ET) (12 pm to 1pm PT). The new interactive website provides informational, educational and entertaining sections for Hispanic women including opportunities to listen to the SBS Female DJ’s, programming information, health, beauty sections, and fashion sections as well as entertainment news.

The three new programs are De Mujeres, scheduled to air Mondays, Wednesdays and Fridays; Sabor a Mi, slated for Tuesdays; and Patricia Tello en Casa, scheduled to air Thursdays. In January 2009 the network plans to add a two new programs, Casa y Estilo Internacional and Québec a la Carta.

“Mega TV continues to create innovative integration strategies that bring our talent and different SBS media platforms together,” said Cynthia Hudson Fernandez, chief creative officer and executive vice president, Spanish Broadcasting System. “By launching this new interactive Web site alongside a slate of new television segments, we can reach a broader audience while offering a new unique platform to clients.”

De Mujeres is designed to mix true-life stories, Hispanic culture, updated celebrity gossip, art and etiquette that may interest Spanish dominant Latino women who watch television. The show will be presented by Michele Ravilet, a Chilean presenter; Andrea Romagna, an interior designer; and Marcela Barragán, touted as an the expert on etiquette.

Target Latinos effectively by understanding how they shop 

“Hispanic Holiday Shopping Patterns” audio recording

Manuel Delgado, CEO Agua Marketing, gives a presentation and participates in an extended Q&A discussion about

• Hispanic shopping patterns national survey
• Why Latino consumers may be more desirable than general market shoppers
• Hispanics holiday shopping patterns and behaviors

Click here for information on “Hispanic Holiday Shopping Patterns” audio recording

Patricia Tello, presenter, Patricia Tello en Casa

Sabor a Mi, also hosted by Ravilet, was created to inform Hispanic women about international restaurants. In Patricia Tello en Casa, according to promotional materials, the host will share home making secrets with viewers, including advice on home improvements, cooking, gardening, decoration, fashion and beauty techniques. Tello promises to show viewers that organizing, upgrading and renovating a home is easy and fun when the task is made into a special event.

Casa y Estilo Internacional, winner of two Emmys, features information about interior design, architecture, art, fashion, jewelry, trips, spas, hotels, and lifestyle. Quebec A la Carte combines reality with extreme challenges in Canada.

Visitors to the new website, lasdivasdelatarde.com, will be able to listen live to network hosts Maria Regina Bustamante, Maria Elvira Salazar, Ileana Garcia, Daysi Ballmajó, Lourdes Ruiz-Toledo, Gloria B, Raq-C, and Lupita del Castillo. The portal also offers permanent chat rooms on health, lifestyle, fashion, sexuality, maternity, shopping, and men.

Spanish Broadcasting System, Inc. is one of the largest publicly traded Hispanic-controlled media and entertainment companies in the United States. SBS owns and operates 20 radio stations located in Hispanic markets such as New York, Los Angeles, Miami, Chicago, San Francisco and Puerto Rico. The Company also owns and operates Mega TV in Miami.

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 book

New York publisher targets Latino men with sports magazines

Posted by Elena del Valle on November 5, 2008

Béisbol Mundial magazine cover

Photos: The Mundial Group Inc.

The Mundial Group Inc., a New York company, publishes two magazines with a circulation of one million readers each targeting Spanish dominant sports enthusiasts in the United States. Béisbol Mundial and Fύtbol Mundial average 24 pages per issue with an editorial to ad ratio of 40 to 60. Although the magazines are printed in Quebec, Canada, a staff of 14 produces the content in New York. The cost of an annual subscription is $12.95.

Béisbol Mundial magazine launched in 2005 with an Opening Day Around the World Issue that focused on the dominance of Latino players in baseball. One quarter of readers (26 percent) are women. The bimonthly magazine is distributed in East Coast and West Coast markets and as an insert in newspapers in Atlanta, Chicago, Dallas, Houston, Los Angeles, Miami, Myrtle Beach, New York, Philadelphia, Phoenix, San Francisco, Savannah and Washington, D.C. There is also a bonus distribution at major baseball events including professional, amateur, youth, and international games, regional softball tournaments and some Major League Baseball games.

Mundial Group publishers believe interest levels in baseball are exploding and that the game’s popularity has expanded globally. To support their belief they point to the presence of Japanese players in United States and Cuban and Dominican players in the Far East. They are confident that because more than 25 percent of the 750 Major League Baseball players are from Latin America, and many of them have become well known, Béisbol Mundial will remain a viable publication.

Futbol Mundial magazine cover

Launched during World Cup 2002, Fύtbol Mundial claims the top spot in circulation in its category of a soccer and Spanish language sports publication with an audited circulation in excess of one million. The company’s goal is to cover soccer from a global perspective and help Hispanics connect with one of the fastest growing sports in the United States.

Fύtbol Mundial content includes features and analysis with strong opinions. It relies on soccer writers based in New York, Los Angeles, Miami, Mexico City, Buenos Aires, Madrid and Rome. Just like its sister publication, Fύtbol Mundial is available via newspaper insert in the top Hispanic markets, at special events and by subscription.

The Mundial Group Inc., based in New York City, is a marketing media company specializing in multimedia publishing in the sports and entertainment industries. In addition to Béisbol Mundial and Fύtbol Mundial, The Mundial Group publishes Fútbol Mundial USA, Vida Latina, and READ Fútbol Mundial, a literacy initiative for Latino kids.

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

Bilingual TV network launches two new programs

Posted by Elena del Valle on September 24, 2008

Constantino Voulgaris, executive vice president, GolTV

Photo: GolTV

In early September, GolTV premiered two new 30-minute TV series, Football’s Hidden Story and Soccer Cam. Since the network has two channels, in English and Spanish, the programs will air in both languages.

Soccer Cam airs at 8 p.m. EDT and Football’s Hidden Story at 8:30 p.m. EDT in on North America. Soccer Cam combines user-generated video of soccer highlights and outtakes for comic family entertainment.

Football’s Hidden Story is described as an inspirational 26-episode documentary-style program designed to capture extraordinary stories from around the world of people whose lives have been positively impacted by soccer. The producers selected stories about helping sufferers of schizophrenia rehabilitate in Italy, taking orphans off the streets and getting them into schools and onto soccer fields in Nepal, and other true stories of lives they believe were changed and inspired by soccer.

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”

“Football’s Hidden Story proves that anyone, anywhere can participate in the game of soccer, and it’s a sport that can change lives both on and off the field,” said Constantino Voulgaris, executive vice president of Programming and New Business Development at GolTV.

Soccer Cam also features the abilities of the everyday soccer star with hometown highlights, fancy footwork and of course the occasional blooper. This offers a chance to our audience to star on GolTV, and we’ve had an overwhelming response with thousands of video submissions.”

Soccer Cam is a multi-platform program with web promotion for viewers to upload clips online.  Additionally, both programs will be included in GolTV marketing materials and programming information.

GolTV’s primary viewer audience is made up of adults 18-49. Founded in 2003 GolTV is a bilingual United States soccer network and a channel conceived by professional athletes. The network offers 8,000 hours of soccer action each year.

Make Latinos loyal to your brand
Listen to Author Isabel Valdes in

“Hispanics Customers for Life” audio recording

Isabel Valdes gives a presentation and participates in an extended Q&A discussion about

• Immigrants adaptation to their new country, culture
• Latino cultural values and their role
• Case studies, insights on Latinos as long term customers
• Acculturation
• Latinos and how they adapt to their host country
• Adaptation, assimilation
• Difference between assimilation and acculturation

Click here for information on Hispanic Customers for Life audio recording

Children’s network offers online virtual world for Hispanic youth

Posted by Elena del Valle on September 16, 2008

Avatar Girl on Board

Photos, game: Sorpresa!

In August, ¡Sorpresa!, a children’s network and part of Juniper Content Corporation, began offering its audience Club Time Machine, one of the first in-language online, virtual world experiences in the United States focused on Hispanic youth. Juniper Content reached an agreement with vWorld Corporation Ltd., a Netherlands-based online entertainment company that developed and owns Club Time Machine. The agreement covers the United States and its territories and possessions, as well as the non-exclusive rights to the English version.  Scroll down to see a sample Club Time Machine game.

Club Time Machine is a 2.5D virtual world where kids create avatars to visit themed time periods to socialize, learn and play.  It is subscription-based with monthly fees of $5.95. A  six month package is available for $29.50 and a one year package sells for $56.50.

Avatar Boy on Board

“There are 23 million Hispanics online growing to 30 million over the next four years with one in four Hispanics under the age of 14,” said Stuart B. Rekant, Juniper Content chairman and chief executive officer of ¡Sorpresa!. “Online virtual worlds, the equivalent of social networking to kids and young teens, have received great acceptance in the general market. Virtual world participation is projected to grow 300 percent to 20 million users by 2011, and being a first mover in the Hispanic youth arena gives ¡Sorpresa! a distinct advantage as well as an additional source of revenue beyond affiliate fees and ad sales.”

Club Time Machine’s Parrot’s Revenge

In Club Time Machine, kids become Hoovers, avatars who travel between time periods on rocket-powered Hooverboards to play games, go on adventures, collect souvenirs, earn gold to buy energy for their rockets, and chat with other Hoovers. Visitors to the game website can play a sampling of Club Time Machine games, watch videos, download wallpaper, and print and color pictures to get a feel for the user experience.  From there, visitors can access the full Club Time Machine virtual world with a paid subscription.

Find out what multicultural kids across America think
Listen to Michele Valdovinos, SVP, Phoenix Multicultural in

“Marketing to Multicultural Kids” audio recording

Michele Valdovinos gives a presentation and participates in an extended Q&A discussion about multicultural children based on a Phoenix Multicultural and Nickelodeon study of 1,300 multicultural children in 16 United States markets.

Find out about

• The Phoenix Multicultural Kids Study
• Relationship between children and their context
• Issues relating to family, technology and media, diversity, buying power, relationships in household, self perception, values, acculturation, cultural heritage, frequency of media activity, income and spending, brand preferences, the American Dream
• How many billions of dollars buying power multicultural kids children have
• Children’s spending attitudes, habits by ethnicity
• How much money a year Hispanic kids have available to spend
• Types of products Hispanic kids buy

Click here for information on “Marketing to Multicultural Kids” audio recording

“¡Sorpresa! plans to utilize its strong online and on-air capabilities, developing strategic web partnerships and broadcast spots, to drive Club Time Machine subscribers,” said Alexander Reus, chief executive officer of vWorld Corporation. “As the first and only children’s television network and digital community dedicated to Hispanic youth, ¡Sorpresa! is the ideal partner to reach the more than five million Hispanic youth online.”

vWorld Corporation  is part of the SAM Holland group of companies, a mobile tech  group specializing in marketing solutions such as mobile applications, text chat, interactive television online entertainment, content distribution, gateway and payment solutions. Founded in 2002, SAM Holland Ltd. is a privately held firm with offices in The Netherlands, the United States and Peru.

Juniper Content is a media and entertainment company focused on branded content services in high growth markets operating across multiple distribution channels. The Company owns and operates ¡Sorpresa!, a Hispanic children’s television network and digital community.

“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”

Publisher launches magazine for Spanish speaking Latino soccer fans

Posted by Elena del Valle on September 12, 2008

Récord Semanario de Fútbol September 9, 2008 cover

Photo: Maya Magazines

Hoping to build on its current hold on young Spanish dominant Latino men in the United States, Maya Magazines, Inc. launched Récord Semanario de Fútbol, a weekly magazine for soccer fans in Spanish, September 2, 2008. A new issue will be available every Tuesday. Maya publishes H Para Hombres and H Extremo, two magazines for men.

Notmusa, Maya’s parent company, staff will write and produce the new publication in Mexico. It is expected to average 80 pages with 70 percent editorial and 30 percent ad content.

“With over eight years providing the Hispanic market with magazines such as TVNotas, H Para Hombres and H Extremo, we realized there is a lack of a product that, every week, satisfies the Latin soccer fanatics’ thirst for information they need to stay up to date with their favorite Mexican and international teams,” said Ana Laura Rivaroli, general manager, Maya Magazines.

“Being the only Hispanic publisher that runs weekly (TVNotas) in combination with the experience of the editorial team in charge of the number one sports newspaper in Mexico, Record, creating a weekly magazine about soccer is the natural step to follow in order to position ourselves in this market.”

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”

Articles will center on soccer features, interviews and notes about the life and style of the players of interest to Spanish dominant men 18 to 34 years old living in the United States. The editor is Alejandro Gomez.

Récord Semanario de Fútbol will be available at newsstands and by subscription. Initial production will be 50,000 copies with an expected reach of 200,000.

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.

Radio network targets Spanish speaking Latinas with new program

Posted by Elena del Valle on September 9, 2008

Martín Llorens, host, Hola Martín

Photo: Univision Radio

Hoping to tap the large Spanish dominant Latino market segment that listens to AM radio RadioCadena, earlier this year Univision’s national AM radio network, launched Hola Martín, a daily program. Although the program began airing June 2008 the announcement was only made recently. The hour long call in format program, hosted by Martín Llorens, features celebrity guests, experts and musical content. Kmart, the main sponsor of the show which airs Monday through Friday, is featured prominently.

“Hola Martín speaks directly to the needs and concerns of our demographic, young Hispanics who tune in to be both entertained and educated about topics not addressed on other Spanish-language talk radio programs,” said Gary Stone, president and chief operating officer, Univision Radio.

As part of a sponsorship package, the program will include Kmart brand spots and vignettes as well as two integrated segments that will highlight brands and products available at the national retailer.

Since the program launch celebrity guests have included Camilo Cruz, author, La Vaca; Sammy, a beauty industry entrepreneur; Karla Martinez, host on Despierta America and author of El Poder de la Sonrisa, and Maggie Jimenez, host of Que Sabor.

“Happy for No Reason” audio recording

Presenter Marci Shimoff, author, Happy for No Reason

What: An audio presentation by Marci Shimoff and Q&A with Marci Shimoff and HispanicMPR.com audio program host Elena del Valle about finding happiness.

Available exclusively on HispanicMPR.com!

More information on “Happy for No Reason” audio recording with Marci Shimoff

“RadioCadena’s Hola Martín offers marketers a powerful outlet for reaching Hispanics on-air, on-site and online,” said David Lawenda, president, advertising sales & marketing, Univision Communications Inc.Regular segments on the program include: Estilo (Style) about fashion and makeup trends as well as fashion and grooming dos and don’ts for men and women and practical tips to teach people how to dress for their body types; Salud (Healthy Habits) offering a healthy lifestyle tip-of-the-day; ¿Cómo lo Hacen? (How Do They Do It?) featuring interviews with Hispanic celebrities and experts on personal style and happiness; and Tarea (Homework) offering listeners tasks to try at home.

Llorens, fashion and image adviser on Despierta America (Wake Up America), Univision’s national morning show, is touted as a fashion and beauty expert with more than 14 years of experience. Originally from a small town in Spain, he came to the United States after completing his graduate degree in advertising and public relations at the Universidad Complutense de Madrid. A Miami resident, he is developing his first book, Discover Your Style: Learn How to Dress for Your Body Type, scheduled for publication early in 2009.

Univision Communications Inc. operations include Univision Network, TeleFutura Network, Galavisión, Univision Radio, and Univision Online. Univision Communications has television network operations in Miami and television and radio stations and sales offices in major cities throughout the United States.

“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

Listen to podcast interview with Lucia Ballas Traynor, former SVP and GM, MTV Tr3ś

Posted by Elena del Valle on September 8, 2008

Lucia Ballas-Traynor, former senior vice president and general manager, MTV Tr3́s

Photo: MTV Tr3́s

A podcast interview with Lucia Ballas-Traynor, former senior vice president and general manager, MTV Tr3́s, is available in the Podcast Section of Hispanic Marketing & Public Relations, HispanicMPR.com. During the podcast, Lucia discusses MTV Tr3́s with Elena del Valle, host of the HispanicMPR.com podcast.

Prior to joining MTV Tr3́s, Lucia worked for IDT Corporation where was senior vice president of Hispanic Marketing and was responsible for formulating Hispanic marketing strategies for the company’s Telecom division. Lucia started her career in Hispanic television 18 years ago at Univision.

In 1989, she embarked on a new career path, working as advertising sales executive for Univision’s Más Magazine. In 1994, she joined Galavision as ad sales director and in 1999 was appointed general manager, assuming responsibility for all of the network’s operations.

“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 more about “Best in Class Hispanic Strategies” audio recording

During Lucia’s tenure, Galavision’s distribution nearly doubled and the profile of the network’s audience grew amongst the coveted 18-34 year old demographic, making it one of the most popular Hispanic networks in the United States for teens and young adults. Under her leadership, the network pioneered original, U.S.-produced programming for the younger Hispanic demographic, which resulted in high ratings gains in those segments.

Born in Chile Lucia came to the U.S. with her parents in the mid 1970s. She and her husband Michael live in New Rochelle, New York with their two children, Carolina and Michael.

To listen to the interview, scroll down until you see “Podcast” on the right hand side, then select “HMPR Lucia Ballas-Traynor,” 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 September 2008 section of the podcast archive.