Posted by Elena del Valle on April 22, 2008
Percent by Ethnic Group Who Buy Green – click on image to enlarge
With everyone talking about green issues these days where does the growing Latino population fit in? Although there is insufficient in depth information to know for sure, it appears some Latinos share the concerns of the overall population about global warming and the environment. According to a couple of recent surveys, some concerned Latinos are willing to put their money where their mouth is and others may not be willing to do anything about it.
The market seems divided. While English dominant Latino youth with a strong online presence appear to mimic the pro green attitudes of youth across the country; Spanish dominant Hispanic families and older Latinos with a weak online presence may be more concerned with making ends meet and providing for their loved ones than with what may appear to be lofty goals they are unwilling or unable to support.
The dichotomy may be illustrated by two 2007 polls, the Green Living Report, a national online poll by Mintel, and Just the Facts: Latino Attitudes and the Environment, a state poll by the Public Policy Institute of California. While Latino respondents to the national online poll expressed willingness to support green initiatives; Latino respondents to the California phone poll demonstrated the most concern among their peers about air pollution but they were also the least supportive of measures to address the situation.
According to the December 2007 Mintel survey among 3,085 online English speaking respondents 18 and older, Asians were the most likely to buy green products and blacks were the least likely while Latinos were in the middle. Only 40 percent of Latinos said they buy green products always or almost always and 60 percent said they never or almost never do.
“Segmentation by Level of Acculturation” audio recording
Presenter Miguel Gomez Winebrenner
Discusses
- Assimilation versus acculturation
- Factors that affect Latino acculturation
- How to know if someone is acculturated
- Number of years necessary for acculturation
- Effects of immigration debate on acculturation
- Three main ways of segmenting Latinos
Click here for details about “Segmentation by Level of Acculturation”
At the same time 49 percent of Asians, 35 percent of whites and 32 percent of black respondents claimed to buy green always or almost always. Likewise, 69 percent of black, 65 percent of white and 51 percent of Asian respondents said the never or almost never purchase green products.
“Like most Americans, Hispanics are becoming more interested in ‘green’ living. Our research found that Hispanics are especially concerned about pollution and are more willing than non-Hispanics to pay extra for environmentally-friendly products,” said Colleen Ryan, who wrote the Mintel Green Living Report. “When you look at tech-savvy, English-speaking Hispanics, this is especially true. Hispanics in this category tend to be ‘greener’ in both attitudes and behavior than non-Hispanics.”
Although Mintel selected its sample hoping to be demographically representative of the overall U.S. population, individuals who are not online were excluded from the survey, introducing a bias, especially among some racial and ethnic groups. Because the survey was conducted in English, it is not reflective of English-speaking Hispanics without Internet access. The views of Spanish dominant or Spanish preferred Latinos may differ.
At the same time, the Public Policy Institute of California statewide phone survey conducted in July 2007 among 2,500 adult residents of California and published in November 2007 revealed Latino respondents in that state are the most concerned about air pollution but the least willing to support measures to regulate and remedy the situation. The survey was conducted in several languages including Spanish. Almost half of Latinos respondents (45 percent) think regional air pollution is a big problem followed by blacks (36 percent), whites (29 percent), and Asians (24 percent).
Among survey respondents Latinos 72 percent said the effects of global warming are already happening compared to 66 percent of blacks, 65 percent of whites and 59 percent of Asians. Latinos and blacks were the least likely to support heightened fuel efficiency standards for auto manufacturers.
According the Master’s thesis of Angela Lopez published December 2005 at Texas A&M University, Texas Latino knowledge and attitudes toward natural resources and the environment, women are 1.5 times more environmentally aware than men. Also, respondents who supported a political candidate who valued the environment showed greater concern for the environment than respondents who supported a candidate who didn’t show environmental concern.
She also found that the higher the income of a student’s parents the more likely he or she was to express concern for the environment. At the same time, the higher a mother’s educational level, the less likely a student was to show concern for the environment. Her thesis was based on a survey of 635 college students.
Mintel, founded in the United Kingdom 35 years ago, is a supplier of consumer, media and market research. The company, with offices in Chicago, London, Belfast, Sydney and Shanghai, has been studying the United States Hispanic market since 2003.
The Public Policy Institute of California is dedicated to “Informing and improving public policy through independent, objective, non partisan research.” The authors of Just the Facts: Latino Attitudes and the Environment are Mark Baldassare, Dean Bonner, Jennifer Paluch, Sonja Petek.
Reach Hispanics online today with
“Marketing to Hispanics Online” audio recording
Identifying and characterizing the booming Hispanic online market
Joel Bary, Alex Carvallo and Matias Perel
Find out about
• The 16 million Latino online users
• Latino online users by gender
• What they do online
• Their language preferences
• How to reach Hispanic urban youth online
• What affects their online behavior
• What influences their purchases
Click here for information about “Marketing to Hispanics Online”
Posted by Elena del Valle on April 21, 2008
Hot Bread CD cover
Photos, songs: The Mambo Project
New York Latino pianist, bandleader and arranger Gilberto “Pulpo” Colon, Jr. recently released his debut CD, Hot Bread. Colon, Jr. is recognized by many in the Latino music industry as the former pianist and musical director for the well-known Héctor Lavoe. Released by The Mambo Project, Hot Bread features Latin jazz and salsa music. The album, available for purchase online, also includes music from Chino Nuñez, Richie Bastar, “Little” Johnny Rivero, and Joe Santiago.
There are arrangements by Jóse Febles, Papo Lucca, and Oscar Hernández and Pulpo enlisted the participation of Héctor “Papote” Jiménez, a young vocalist. Driving the project home are Pulpo’s solos and montunos for which the veteran is known, including five original numbers. He also pays homage to Latin musicians Eddie Palmieri, Willie Colón, and Héctor Lavoe.
“About 20 years ago, Pulpo asked his musical mentor José Febles to write two original songs for a potential album Pulpo was going to record. Of the two, ‘Hot Bread’ was a Latin jazz composition written specifically for Pulpo and his style of piano playing. That album never came to fruition and the arrangement sat in the bowels of Pulpo’s basement for two decades. While brainstorming titles for the CD, it was deemed to be a fitting tribute to his musical mentor and to Pulpo’s true passion for Latin jazz,” said
Chris Soto, founder of The Mambo Project, when asked how the album title was picked.
Gilberto “Pulpo” Colon, Jr.
Born in New York City on December 28, 1953, Pulpo’s musical journey began at the age of 14 and has spanned more than four decades. His parent’s commitment to their heritage played an important role in his decision to pursue Latin music at a time when his contemporaries were moving towards mainstream rhythms. After experimenting with various instruments, Pulpo followed the tutelage of piano man Charlie Palmieri.
In 1975, Pulpo received his big break when he was approached by Fania All-Star vocalist Héctor Lavoe to be his pianist and musical director. For 16 years, Pulpo recorded and worked with Lavoe while they toured throughout the world. Pulpo was also a piano and musical theory teather for more than 16 years at Johnny Colón’s East Harlem Music School in New York City.
In addition to his own band, Pulpo plays and tours with the Big 3 Palladium Orchestra. Most recently, Pulpo became the musical director of Orquesta De La Gente (ODLG), a group dedicated to the memory of Héctor Lavoe which performs original tunes from the vocalist’s repertoire.
The nickname “Pulpo” (Spanish for octopus) was coined in recognition of his ability to move up and down the keyboard. Pulpo’s love for Latin jazz led him to start his own band named Ensalada De Pulpo.
The Mambo Project, started as an annual dance event in South Florida, provides representation and management services for professional salsa dancers and musicians. Clients incluye Richie Bastar from El Gran Combo, Pulpo, and Hacha y Machete Dance Company.
Click on the play button to listen to Apariencia and Tirandote Flores from the Hot Bread album
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
Posted by Elena del Valle on April 18, 2008
The Mass Media and Latino Politics book cover
Photo: Federico Subervi-Velez, Ph.D.
Texas professor Federico Subervi-Velez, Ph.D. and 22 colleagues, many of them academics, examine mass media and Latino politics in the United States over a 20 year period in the recently published The Mass Media and Latino Politics Studies of U.S. Media Content, Campaign Strategies and Survey Research: 1984-2004 (Routledge, $49.95). The authors recommend the book for scholars and researchers in communication, political science, and Latino studies, and for advanced courses on politics, media, and minority populations in the United States.
Contributors include: Laurien Alexandre, Ph.D., Marc Brindel, Stacey Connaughton, Ph.D., Patricia Constantakis-Valdés, Ph.D., Louis DeSipio, Ph.D., Renée Espinoza, María Flores-Gutiérrez, Erika Franklin Fowler, Ph.D., Mathew Hale, Ph.D., James Henson, Ph.D., Amy Langenkamp, Katie Lever, José Carlos Lozano, Ph.D., Maxwell McCombs, Ph.D., Victor Menayang, Ph.D., Dina Nekrassova, Zachary Oberfield, Tricia Olsen, Henrik Rehbinder, Adam Segal, Juandalynn Taylor, Ph.D., J.D., and Kenton Wilkinson, Ph.D.
The 415-page soft cover book edited by Subervi-Velez is divided into three parts: Part one, Foundations, has two chapters What is Known? Writings on Contributions of Newspapers and other Mass Media to Latino Political Life; and Theoretical, Contextual, and Methodological Considerations. Part two, Studies of Media Coverage of Elections, is subdivided into two parts, The Spanish-Language Media and The English-Language Media.
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 Spanish language discussion includes four chapters: Spanish-Language Daily Newspapers and Presidential Elections; Univisión and Telemundo on the Campaign Trail: 1988; Watching the 2000 Presidential Campaign on Univisión and Telemundo; and Hablando Política: What Spanish-Language Television News Told us About the 2004 Elections. The English language media is discussed in: Latino Politics in General Market English-Language Daily Newspapers: 1988 – 2004; Coverage of Latino Political Issues in Forty General Market Daily Newspapers Nationwide: 1989; Television News, Character Issues and Latino Images in U.S. National Elections of 1988, 1992 and 1996; and La Mala Educación of Network Media and National Politics: A Content Analysis of the Education Issue in the 2000 Presidential Election.
The final section of the book, Campaign Strategies, Political Advertisements, Surveys, is discussed in chapters 12 to 16: Democratic and Republican Mass Communication Campaign Strategies: Historical Overview; Pluralism Examined: Party Television Expenditures Focused on the Latino Vote in Presidential Elections; Talk About Issues: Policy Considerations in Campaign 2004 Latino-Oriented Presidential Spots; Latinos’ Use of Media and the Media’s Influence on Political Knowledge and Participation: Findings From the 1989 Latino National Political Survey; and Latino Agenda-Setting Effect on the 2004 Presidential Election. The book closes with Summary and Conclusion: Recommendations for New Directions for Latino Political Communication Research.
The authors believe that studying the mass media can enhance the understanding of Latino politics in the United States. The contributors study theoretical foundations in an effort to establish what is known and how study of the media may promote an understanding of Latino politics. They assess how Spanish-language media have covered elections, and how English-language media have covered Latino-related issues and candidates in past elections. Some examine campaign strategies, political advertisements, and surveys to determine how the main political parties have relied on the media to promote Latino votes; and others discuss whether there is evidence that exposure to the media influences Latino politics.
The book concludes with a discussion of the steps the authors propose for the next generation of political communication research related to Latinos, and a possible agenda with theoretical and methodological guidelines relating to content analyses, studies of campaign strategies and advertisements, and survey research.
Subervi-Vélez is a professor at the School of Journalism and Mass Communication at Texas State University-San Marcos. He is also directs the Latinos and Media Project (LaMP). Prior to his work in Texas he held academic positions at the University of California Santa Barbara and the University of Texas. He is a contributing co-author of the Hispanic Marketing & Public Relations book.
Click here to buy The Mass Media and Latino Politics
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Filed Under: Books
Posted by Elena del Valle on April 17, 2008
La Fea Más Bella DVD cover
Photo: Xenon Pictures/Televisa Home Entertainment
Xenon Pictures and Televisa Home Entertainment continue to partner in their efforts to reach the booming Latino market with DVDs. On their behalf Lionsgate Home Entertainment recently released the 2007 telenovela La Fea Más Bella, a triple-disc DVD package with more than 10 hours (700 minutes) of PG content in Spanish with English subtitles for $24.98.
According to promotional materials, the Spanish language soap was among the highest rates programs in its category in Mexico. It was winner of the 2007 TV y Novelas award for Novela of the Year provided Univision the highest ratings it’s ever achieved, drawing an average audience of 7.4 million viewers for the finale, according to Nielsen; and comparable to that of Ugly Betty, the English language U.S. counterpart on ABC.
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
La Fea Más Bella stars Angelica Vale (Soñadoras, Amigas y Rivales), Jaime Camil (7 días, Mi destino eres tu), Patricia Navidad (Sueños y caramelos, El Manantial), Niurka Marcos, Laisha Wilkins, and veteran telenovela actress Angélica María. The novela also marks the return to television of José José.The Spanish language telenovela stars Lety, a sweet, shy, romantic, intelligent girl considered less than attractive who evolves from an ugly duckling to a beauty. Graduating with honors in economics and a master’s in finance, she confidently enters the job market, never once considering her appearance to be an obstacle. In spite of her her skills and education she is rejected for employment repeated.
She finally accepts a secretarial position at a major production company run by the founder’s dashing but womanizing son, Fernando. Lety falls in love with him and rescues the company from disaster while dealing with office gossips and Fernando.
The program was based on the Colombian hit Yo soy Betty la fea. La Fea Más Bella was written by Fernando Gaitan, who also penned the novelas Destilando amor and Café con aroma de mujer, and produces Ugly Betty. It was directed by actor Sergio Jimenez (Vivo por Elena, Nunca te olvidare) before his passing in 2007.
Click here to buy La Fea Mas Bella
on DVD
Posted by Elena del Valle on April 16, 2008
4th Annual Voz Latina Hispanic Marketing Conference
Hundreds of Latin music industry professionals gathered at the Seminole Hard Rock Hotel & Casino in Hollywood, Florida for the 19th Annual Billboard LatinMusic Conference & Awards April 7-9, 2008 and the 4th Annual Voz Latina Hispanic Marketing Conference April 10. The four-day event concluded with the Billboard Latin Music Awards and concurrent Latin Billboard Latin Music Awards Show, produced and broadcast by Telemundo.com Thursday night at the Hard Rock Live in the Seminole Hard Rock complex.
The conference, organized with the support of 35 sponsors, began Monday, April 7 at noon with a half day dedicated to radio featuring panelists from Arbitron, SBS, Clear Channel Communications, Univision Communications, La Ley, Univision Radio, WCMQ, WYMY, and KQSP.
Tuesday, panelists from Alliance Entertainment, MusicNet, Universal Music Distribution, Music Amazon, Select-O-Hists, Univision Music Group, Sei Track, DBC Entertainment, Sony BMG/Day 1 Entertainment, Roptus, EMI Televisa Music, Batanga, MySpace Latin America, SanDisk Corporation, Universal Music Group Distribution, Terra Networks USA, MTV3s, and mun2 discussed distribution, digital forums, new business, and Latin youth issues. There was also an artist panel about song writing.
Reach Hispanics online today with
“Marketing to Hispanics Online” audio recording
Identifying and characterizing the booming Hispanic online market
Joel Bary, Alex Carvallo and Matias Perel
Find out about
• The 16 million Latino online users
• Latino online users by gender
• What they do online
• Their language preferences
• How to reach Hispanic urban youth online
• What affects their online behavior
• What influences their purchases
Click here for information about “Marketing to Hispanics Online”
“You have to start from square one now,” said Angela Sanchez, senior director of Marketing/Digital, Universal Music Group Distribution and one of the panelists of The Digital Arena, From Distribution to New Opportunities panel Tuesday morning.
“We need to appeal to the advertising world,” said her co-panelist Angel Sepulveda, executive director of Programming, Terra Networks USA.
“It’s great because everyone seems to want to work with you and you’re taking on a new role,” said Judy Canton-Navas, panel moderator and managing editor of the newly launched Billboardenespanol.com.
Panelists Kymber Umana, Christine Webster Moore, Maribel Viteri and Gonzalo Perez discussed emerging media platforms
Wednesday, there was a presentation about the Latin digital market by a representative of Music Ally followed by artist discussions about urban music and reggaeton. These were followed by a Q & A session with Enrique Iglesias. Thursday’s program was marketing oriented with a mix of speakers from Creative Artists Agency, HipCricket, Conill and Target and panelists from LatinWorks, Batanga, Motivo Insights, Sprint, ESPN Deportes, Best Buy, Telemundo Network, People en Español, and Verizon.
Billboard is part of the Billboard Information Group, which also owns Billboard.biz, Billboard.com, Billboard Chart Alert, Billboard Information Network (BIN), Billboard Directories, Billboard Books, Billboard Licensing & Events and Billboard Radio Monitor. Billboard’s sister companies are Nielsen SoundScan and Nielsen Broadcast Data Systems.
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”
Posted by Elena del Valle on April 15, 2008
Zune home page – click on image to enlarge
Zune, MSN Latino and Remezcla.com will cross promote each other’s music in a new co-branded online platform scheduled to launch today, April 15. According to promotional materials, the new website will provide a forum for consumers to discover and purchase new music and artists, expanding the reach of the three partners among the Hispanic online community. One of the groups expected to have a prominent placement on the Zune Marketplace homepage and be artist of the month on MSN Latino in May is Belanova, a Mexican electropop band.
Denisse Guerrero of Belanova
“For artists it means getting maximum exposure through prominent sites and through a digital storefront,” said Denisse Guerrero, lead singer of Belanova. “We’re thrilled that we’re able to work with Zune to expose our music to fans through various online avenues.”
“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
The arrangement with MSN Latino gives Zune the exclusive naming rights to MSN Latino’s music channel, which will be rebranded as Zune Musica through 2009. The collaboration between Zune and MSN Latino will include all pages within the MSN Latino Zune Musica music channel including editorial, graphics, photos, in-page video, special-event coverage and sponsorships related to music, such as the Latin Grammys and Latin Billboard Music awards. The Zune-MSN Latino collaboration will include a Zune-branded artist of the month and links into Zune Marketplace for users who want to buy music of featured artists.
“Zune continues its commitment to Latin artists and to the Hispanic community,” said Javier Farfan, senior manager of Lifestyle Marketing for Zune. “Through these business arrangements, Zune will continue to offer Latino music lovers the artists’ information and industry content they care about through Zune, Zune Marketplace and the Zune Social.”
Javier Farfan, senior manager of Lifestyle Marketing, Zune
“Remezcla.com prides itself in introducing readers to new trends in Latin culture,” said Andrew Herrera, chief executive officer of Remezcla.com. “We are excited to partner with Zune as we both value the importance of enhancing the Hispanic online experience. As people discover new content, especially through music, they also can venture across content that interests and connects with them culturally. Partnerships like this with Zune help content on our site reach new audiences, and that’s key as we expand into new markets.”
Through the Zune and Remezcla.com partnership, Zune will be the exclusive portable music device and online music store for Remezcla.com users. Additional Remezcla.com resources will include exclusive content, integrated Zune branding and promotions through 2009. Online users will be able to venture across sites, download music and join Zune Social, a social networking music community.
Launched in New York City in 2006, Remezcla.com is a network of bilingual sites showcasing local Latino and Latin American cultures, local and international trends in Latin music, visual arts, film, nightlife, and events. Remezcla.com plans to expand to Chicago, Los Angeles, Miami and San Francisco; and to partner with other online and social networking sites including MySpace Latino.
Zune is Microsoft’s music and entertainment brand that includes a line of wireless digital media players, the Zune Marketplace online store, and Zune Social online music community. Founded in 1975, Microsoft is a leader in software products.
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”
Posted by Elena del Valle on April 14, 2008
Posted by Elena del Valle on April 14, 2008
Jose Uzal, general manager of WBWP, Channel 57
Photo: WBWP
A podcast featuring an interview with Jose Uzal, general manager of WBWP, Channel 57, an independent television station, and editor of El Latino Semanal is available in the Podcast Section of Hispanic Marketing & Public Relations, HispanicMPR.com. During the podcast, he discusses the Palm Beach County Hispanic market and his TV station with Elena del Valle, host of the HispanicMPR.com podcast.
Jose is a marketing analyst concentrating on the growth of Florida’s Hispanic community outside of Miami and Orlando. The Cuba born administrator writes a weekly column, published in 17 Spanish language publications in the U.S., about issues concerning Hispanics. Jose graduated suma cum laude from Barry University with a degree in Professional Administration and is the father of three grown children.
“Segmentation by Level of Acculturation” audio recording
Presenter Miguel Gomez Winebrenner
Discusses
- Assimilation versus acculturation
- Factors that affect Latino acculturation
- How to know if someone is acculturated
- Number of years necessary for acculturation
- Effects of immigration debate on acculturation
- Three main ways of segmenting Latinos
Click here for details about “Segmentation by Level of Acculturation”
To listen to the interview, scroll down until you see “Podcast” on the right hand side, then select “HMPR Jose Uzal,” 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 it to disk. The podcast will remain listed in the April 2008 section of the podcast archive.
A word in Spanish from one of our sponsors
Posted by Elena del Valle on April 11, 2008
Information provided by our Event Partner
June 26 – 27, 2008
Marriott East Side Hotel – New York, NY
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Click here for information www.almevents.com/cosmeceuticals
