Posted by Elena del Valle on February 22, 2008
Who We Are Hispanics cover
Photo: New Strategist Publications, Inc.
In the first edition of Who We Are: Hispanics (New Strategist, $89.95), three editors of New Strategist Publications gathered data about Hispanics generated by United States government agencies, created charts and tables with it and published a 262-page softbound book. Part of a three book series including Who We Are Asians and Who We Are Blacks, the book was designed to assist researchers and business people to generate product ideas, develop marketing insights, and create innovative policies.
Who We Are: Hispanics includes detailed estimates of the number of Hispanics nationally, by state and metropolitan area. The book is divided into 10 chapters on Education, Health, Housing, Income, Labor Force, Living Arrangements, Population, Spending, Time Use, and Wealth.
“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”
Data sources for the book included the Bureau of Labor Statistics, Census Bureau, Federal Reserve Board, National Center for Education Statistics, National Center for Health Statistics, and the American Community Survey.
According to promotional materials, the New Strategist’s editorial team, which has been analyzing consumer trends since 1991, spent one year and hundreds of hours on websites, compiling numbers into meaningful statistics, and creating tables with calculations revealing significant trends. New Strategist plans on updating Who We Are: Hispanics every two years.
The book contains a table of contents, list of tables, list of illustrations, introduction, executive summary, glossary, bibliography, and index. It is available in hardcopy and in a searchable PDF that is linked to spreadsheets of all tables in the book, allowing researchers to create their own charts and PowerPoint presentations.
The New Strategist editorial staff is headed by editorial director Cheryl Russell, a demographer and author who previously served as editor-in-chief of American Demographics magazine, executive editor of The Boomer Report, and contributing editor to Money magazine. She dedicated 10 months and 300 hours to the Who We Are: Hispanics project.
Click here to buy Who We Are Hispanics
Comments:
Filed Under: Books
Posted by Elena del Valle on February 21, 2008
Chicago skyline
Photo: Chicago Convention & Tourism Bureau, NCLR, Kansas City Convention & Visitors Association
The National Council of La Raza (NCLR) Board of Directors voted to change the location of the 2009 NCLR Annual Conference from Kansas City, Missouri to Chicago as a result of a request from some of its Kansas City affiliates who were concerned about the actions of Kansas City’s mayor in appointing a member of the Minuteman Civil Defense Corps to a position on the city’s Board of Parks Commissioners in 2007.
About 5,000 people attended the 2007 NCLR Annual Conference and an additional 15,000 attended the conference expo. According to a spokesperson from the Kansas City Convention and Visitors Association, the potential benefit from the conference to the city would have been $5 million.
Kansas City skyline
According to a spokesperson from the Kansas City Mayor’s Office, the city appointed the first Latino president to the city’s Board of Parks Commissioners, John Fierro, at the same time the controversial figure, Frances Semler, was appointed to the Board of Parks Commissioners. Semler, described by the spokesperson as a “grandma gardener,” resigned her position in early January purportedly disgruntled that she had not received enough mayoral support.
Tim Roby, president and CEO, Chicago Convention and Tourism Bureau
“On behalf of Mayor Richard M. Daley, Chicago is pleased to welcome the National Council of La Raza and its members to our world-class city and spectacular new West Building,” said Tim Roby, president and chief executive officer of the Chicago Convention and Tourism Bureau. “We very much look forward to the opportunity to help make the 2009 Annual Conference an incredible success for NCLR and Chicago.”
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
Alan Carr, director of Communications, Kansas City Convention and Visitors Association
“This whole controversy was beyond anyone’s control really,” said Alan Carr, director of Communications, Kansas City Convention and Visitors Association. “It has since been resolved. The issue is no longer an issue as the parks person resigned. We would look forward to the opportunity to bid for a future conference. We have a proud tradition of hosting groups of every origin.”
NCLR selected Chicago as the host city to ensure that the event remained in the Midwest. The Conference will be held July 25-28 at the new McCormick Place West Building. Chicago, home of 12 NCLR affiliates, has hosted the organization’s annual conference three times before, most recently in 1997. The 2008 conference will be held July 12-15 in San Diego, California.
Janet Murguía, president and chief executive officer, NCLR
“Chicago is a culturally diverse city with a strong Latino community that embraces the values our nation was built on, and we are excited to bring our 2009 Annual Conference to a city that appreciates and recognizes the contributions of Latinos,” said Janet Murguía, president and chief executive officer, NCLR.
Founded in 1968, the National Council of La Raza, is one of the largest national Hispanic civil rights and advocacy organizations in the country. NCLR, a private, nonprofit, nonpartisan, tax-exempt organization headquartered in Washington, DC has operations in Atlanta, Chicago, Los Angeles, New York, Phoenix, Sacramento, San Antonio, and San Juan, Puerto Rico.
Target Latinos effectively by anticipating changes in the market with
“Hispanic Projections with 2007-08 update” audio recording
Presenter Roger Selbert, Ph.D.
Find out
- About Latino buying power growth in the future
- How Latino market growth compares with other markets in the U.S.
- What drives the rise of Latino economic clout
- Who should target the Latino market
- What is the size of the Hispanic affluent market
- If the luxury Latino market is growing
Stay ahead of your competion with “Hispanic Projections”
Posted by Elena del Valle on February 20, 2008
Renato Lopez, host, Holamun2.com: El Show
Photos: mun2
Last Thursday at 9 pm, mun2 launched Holamun2.com: El Show, a new 30 minute bicultural series hosted my musician Renato Lopez. The program, which combines online content and interactive features, will circulate “byte-sized mun2 entertainment from the web to television to mobile and back.”
“Holamun2.com: El Show offers never before seen bicultural wit and insights in a fresh program where everything that matters to the new Latino generation is on the radar and a target for comedy,” said Flavio Morales, vice president of Programming, mun2.
Flavio Morales, vice president, programming, mun2
“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”
Lopez will focus on youth oriented news and trends, introduce comedy original shorts featuring the mun2 audience and celebrity guests. Planned features in the series include Mexican-American pop artist Yuridia healing a sick child; reggaeton performers Wisin y Yandel locked in a thumb war; Tejano rapper Chingo Bling discussing Abraham Lincoln’s closeted Mexicanness; Cuban-American actress Eva Mendes rolling a giant pink R; and Daddy Yankee in a webcam chat with one of his fans.
Born in Mexico City, Lopez has lived in 15 cities and small towns in the United States and Mexico. He launched his hosting career with a simple homemade audition tape recorded on the beaches of Playa del Carmen. According to promotional materials, before e was selected for his mellow, Southern California personality to host several mun2 shows including Have you Cine?, mun2 on the Road, and Vivo. His upcoming solo album is due for release this year.
Launched in 2001, mun2 offers bilingual programming for young U.S. Latinos. The multi-platform youth entertainment network is available nationwide to 17 million viewers on cable and television. The network is part of Telemundo Cable Networks, a division of NBC Universal TV Networks Distribution. Holamun2.com is the companion website for mun2.
Listen to Cesar Melgoza discuss
“Changing Latino Landscape” audio recording
Presenter Cesar Melgoza, managing director, Latin Force Group
Find out about
• How demographic, social, political and economic factors affect Latinos
• Number of Hispanics in U.S.
• Hispanics as a percent of the mainstream population
• Number of Puerto Ricans in Puerto Rico
• Hispanics, including Puerto Rico, as a percent of U.S. mainstream
• Number of Asians and African Americans
• Estimated size of Hispanic market by 2012
• Percentage growth of new Hispanics per year
• Number of counties where Latinos are majority
• Areas of significant Latino growth
• Area of U.S. with a 950 percent Latino growth
• Role of acculturation
• Hispanicity segmentation
Click here for information on the Changing Latino Landscape
Comments:
Filed Under: Media
Posted by Elena del Valle on February 19, 2008
U. S. population in 2050 by ethnicity – click on image to enlarge
There should be 438 million souls in America by 2050 and Hispanics may account for 29 percent of the population. According to a recent Pew Hispanic Center report, 82 percent of the growth in the United States from now until 2050 will be the result of immigrant populations and their progeny. While white non Hispanic segments will grow 4 percent, Latino and Asian groups will triple.
By 2050, non Hispanic whites will represent 47 percent of the population, blacks 13 percent and Asian Americans 9 percent. At the same time, one in five American’s may be foreign born compared to one of eight in 2005.
Target Latinos effectively by anticipating changes in the market with
“Hispanic Projections with 2007-08 update” audio recording
Presenter Roger Selbert, Ph.D.
Find out
- About Latino buying power growth in the future
- How Latino market growth compares with other markets in the U.S.
- What drives the rise of Latino economic clout
- Who should target the Latino market
- What is the size of the Hispanic affluent market
- If the luxury Latino market is growing
Stay ahead of your competion with “Hispanic Projections”
The Pew Hispanic Center estimates are slightly higher than the U.S. government’s. The Census Bureau estimates there will be 420 people in the U.S. by 2050. Pew researchers believe immigration will result in 117 million new residents to our country, 67 million from immigrants and 50 million from the American born children and grandchildren of immigrants.
The report was authored by Jeffrey S. Passel, a senior research associate, and D’Vera Cohn, a senior writer, at the Pew Hispanic Center. Prior to working at Pew he was principal research associate at the Urban Institute’s Labor, Human Services and Population Center. Before joining Pew, she was a reporter for 21 years at The Washington Post, where she wrote about race, immigration, and other topics from 1991 to 2006.
The Pew Hispanic Center, an initiative of the Pew Research Center, is a non-partisan, non-advocacy research organization based in Washington, D.C. The Pew Hispanic Center is funded by The Pew Charitable Trusts.
“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”
Posted by Elena del Valle on February 18, 2008
Information provided by our Event Partner
Join the PRSA Health Academy at our 19th Annual Conference in Chicago as we address strategies for communicating in today’s challenging world where “one size, same message” is no longer what the doctor or consumer ordered.
Finely targeted and segmented communications play a critical role in effectively reaching the cross-generational, multicultural health care consumer. Increasingly culturally and generationally diverse, today’s health care consumers desire to live long, be young and in control, and want products and services sensitive to their age, gender, ethnicity, sexual orientation and active lifestyles. Don’t miss this opportunity to sharpen your public relations skills and network with colleagues as we dissect the DNA of the generations and cultures that are already having a profound effect on American health care.
Keynote Speakers:
Jane Brody, The New York Times’ personal health columnist and author (April 3)
Jane Brody has written over 10 books on nutrition and health and lectures frequently to audiences both lay and professional. She has appeared on hundreds of radio and television shows throughout the country and has received numerous prestigious awards for journalistic excellence. Jane will share with us her unique health care in American society.
Jonathan Karl, ABC News’ senior national correspondent (April 4)
Jonathan Karl has reported on two presidential elections, President Clinton’s impeachment, the NATO air strikes against Yugoslavia and congressional reaction to the September 11, 2001 terrorists attacks. He was also the first reporter to obtain the Starr Report, one of the most sought-after political documents in recent years. Karl previously served as a congressional correspondent for CNN, covering Capitol Hill, the White House and the Pentagon. Jonathan will speak on the political elections and the candidates’ impact on health care.
Additional Conference Highlights:
Pre-Conference Seminar (April 2)
Journal of the American Medical Association
Senior physician editors, leading media relations staff and key national medical journalists will discuss the issues and processes of communicating the latest medical-scientific and health policy news at JAMA: Journal of the American Medical Association. Whether you’re an agency pro, a staffer for an academic medical center, association or another type of health care organization, you’ll benefit from this session focused on the news operation surrounding these prestigious and important publications.
Plenary and Concurrent Sessions (April 3-4)
Networking Opportunities including the Health Academy Awards Reception
Register at http://www.healthacademy.prsa.org/
Posted by Elena del Valle on February 18, 2008
Natasha Funk, Terra.com and Ken Mallon, Dynamic Logic
Photos: Terra.com, Ken Mallon
A podcast interview with Natasha Funk, sales research manager, Terra.com and Ken Mallon, vice president of Ad Effectiveness Consulting, Dynamic Logic, a Millward Brown Company, is available in the Podcast Section of Hispanic Marketing & Public Relations, HispanicMPR.com. During the podcast, they discuss online research and ad effectiveness when targeting U.S. Latinos with Elena del Valle, host of the HispanicMPR.com podcast.
Natasha, who joined the company in May 2005, is responsible for all aspects of research for Terra.com, one of the nation’s top Spanish language Hispanic portals. During her time at Terra.com she has leveraged internal and external research to drive sales, public relations, and business development.
She has managed the growth and studies within Terra’s large online research panel, Terra Selecto. She is editor of the Smart Marketer research newsletter which focuses on Hispanics online and emerging media. Prior to joining Terra.com, she worked as data warehouse administrator in the Research Department at New York Times Digital in Manhattan. Before that, she worked as database administrator for Abuzz.com, a knowledge management community portal purchased by The New York Times.
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
She also worked with Procter & Gamble in Cincinnati, Ohio and Hewitt Associates in Lincolnshire, Illinois in high tech and market research.Natasha holds a Bachelor of Science in Computer Information Systems from Purdue University in W. Lafayette, Indiana and a Master of Liberal Arts with an emphasis in Cultural Anthropology from the University of Chicago in Chicago, Illinois. Fluent in Spanish and English, Natasha is an Oracle certified Oracle 8i Database Administrator.
Ken earned advanced degrees from Johns Hopkins and Stanford with expertise in research methodology, mathematics, statistics and marketing science. After working as a statistical scientist in the health and Biotech arena for 10 years, Ken decided to apply his quantitative background at Yahoo!, where he worked in data mining, primary research and research product development for four years. Ken joined Dynamic Logic in 2004 and lives with his two children in the San Francisco area.
To listen to the interview, scroll down until you see “Podcast” on the right hand side, then select “HMPR Natasha Funk, Ken Mallon” click on the play button below or download it 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 February 2008 section of the podcast archive.
“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 February 15, 2008
Manifest Destinies The Making of the Mexican American Race cover
Photo: New York University Press
New Mexico lawyer and author Laura E. Gomez examines the history of Mexican Americans in that part of the country in her new book Manifest Destinies The Making of the Mexican American Race (New York University Press, $35). In the book, she outlines the westward expansion of the United States 150 years ago and the permanent annexation of land from what was then northern Mexico. The acquisition of new land nearly tripled the United States territory and added 115,000 Mexican American citizens to our country.
What few people today talk about is that, according to Gomez, most of the former Mexican citizens joined American society involuntarily, not as immigrants, but as people conquered in war. She examines, in the 243 pages of the book, the origins of Mexican Americans as a racial group in the United States, and the irregular meanings of race and law in the nineteenth century.
Gómez focuses on the area that is now New Mexico to explore “the central paradox of Mexican American racial status as entailing the law’s designation of Mexican Americans as ‘white’ and their simultaneous social position as non-white” in society. She describes
the strong emotions that pushed and pulled the people of that time: the Mexicans, Indians, and Euro-Americans, the region’s three main populations who defined and dealt with racial and social relations.
Gómez, who was born in Roswell in 1964 and grew up in Albuquerque where she attended public schools in the North Valley, is a graduate of Harvard and Stanford universities. At Stanford, she completed a law degree and doctorate in sociology in six years. She went on to become a tenured professor at University of California, Los Angeles, where she taught for 12 years. In 2005, Gómez returned to New Mexico to join the University of New Mexico faculty as professor of Law and American Studies.
Click here to buy Manifest Destinies: The Making of the Mexican American Race
Comments:
Filed Under: Books
Posted by Elena del Valle on February 14, 2008
51st Most Beautiful contest website – click on image to enlarge
Photo: Yahoo! Telemundo, People en Español
People en Español magazine and Yahoo! Telemundo have been working together in a cross promotional beauty contest they hope will boost magazine readership, website traffic and television viewer numbers. The winner of the 51st Most Beautiful national contest will be included in the magazine’s 50 Most Beautiful issue.
The special annual issue, due in newsstands in late April highlights 50 popular Hispanic celebrities in TV, film and music. This year will be the first time a non-celebrity will be featured in the 50 Most Beautiful issue.
“The 50 Most Beautiful issue is one of our reader’s favorites,” said Jackie Hernandez, publisher of People en Español. “We are thrilled to bring a unique opportunity where we can connect readers with their favorite celebrities in this celebrated issue.”
Jackie Hernandez, publisher of People en Español
“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”
2007 50 Most Beautiful issue cover – click on image to enlarge
Yahoo! Telemundo invited visitors to submit photos to compete for the title of People en Español’s 51st Most Beautiful. People en Español and Yahoo! Telemundo together selected 25 finalists from the original 5,000 photo entries. Contest organizers hope to generate traffic for the website by inviting the public to view contestant photos, related articles, celebrity news, fashion and beauty tips, message boards, and profiles and vote for their favorites.
“We are thrilled to be partnering up with People en Español on this 360-degree media promotion, the first of its kind in any language,” said Peter Blacker, senior vice president, Digital Media, Telemundo.
Jose Rivera Font, general manager, Yahoo! Hispanic Americas
“Our Bello 51 site will not only allow our community of users to vie for the chance to be the first non-celebrity to be featured in the 50 Most Beautiful issue, it will also let them be an integral part of the selection process,” said Jose Rivera Font, general manager, Yahoo! Hispanic Americas.
Prior to the final selection the pool of finalists will be narrowed down to 15 and then five contestants. The winner of the 51st Most Beautiful contest will be selected February 26 by unnamed People en Español and Yahoo! Telemundo staff taking into account “user votes and other editorial components.”
The winner, who will receive a cameo role on a Telemundo telenovela, will be announced on Telemundo programs “Cada Dia” and “Al Rojo Vivo con María Celeste.” He or she will be flown to Miami for the show appearances; take part in a cover photo shoot; and be invited to the contest party in May.
Launched in 1996 as a special issue, People en Español has a monthly circulation of 515,000. Yahoo! Telemundo is a commercial venture between Yahoo! Inc. and Telemundo Communications Group, Inc.
“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 information on “Best in Class Hispanic Strategies” audio recording
Comments:
Filed Under: Media
Posted by Elena del Valle on February 13, 2008
Heather Dominick, EnergyRich entrepreneur success coach, EnergyRich Coaching, Inc.
Photo: EnergyRich Coaching, Inc.
So many entrepreneurs try to do it all and get frustrated by all the time it takes. Here are 5 solid-gold steps to keep your energy high, your tasks moving quickly and your bank account full.
1. Prep Your Energy
Have time set aside every day (even 5 minutes) to really connect to that part of yourself which is about the passionate reason why you went into business in the first place. It’s this place that gives you access to the ideas, solutions, and “how to’s” that cannot be conceived of, created, or tapped into when you are so busy “doing” and “going 24-7.” And it’s those ideas that are the true golden nuggets of your business. You need them; so make space for them!
Click here to read the complete article
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
• Quantitative and qualitative research findings
• Practical applications of information in marketing programs
• Areas of the country where the Latino kids market is booming
Click here for information on “Marketing to Multicultural Kids”
