Posted by Elena del Valle on February 27, 2008
Scott Painter, CEO, Zag
Photos: Zag, ImpreMedia
Online auto seller Zag, Inc. is teaming up with ImpreMedia, a Spanish language print media company, and Vast.com a vertical search platform for autos, travel, and real estate to create a website targeting Latino consumers in Spanish. Company representatives did not provide details regarding the launch date, investment resources or number of Spanish speaking representatives involved in the partnership and proposed web pages.
The three partners hope to create a new website, impreAutos, accessible from all of the websites of ImpreMedia publications to offer Latino consumers the option of reaching dealers that have Spanish-speaking representatives.
“This is a huge opportunity to radically improve the car-buying process for a large segment of the Hispanic population,” said Scott Painter, chief executive officer, Zag. “Our mission, first and foremost, is to give car buyers a better experience and to use technology to more efficiently connect ready buyers with exceptional dealers. We’re thrilled to partner with ImpreMedia to bring this new approach to the Hispanic 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 competion with “Hispanic Projections”
Arturo Duran, CEO of ImpreMedia Digital, LLC
“Our goal is to provide a unique car-buying experience for the Hispanic consumer,” said Arturo Duran, chief executive officer of ImpreMedia Digital. “The Zag platform helps facilitate the car buying process for the consumer, providing educational tools and eliminating the fear when buying a car. Our newspapers are trusted by the Hispanic communities they serve, and by partnering with Zag we can make buying a car fun and safe for our readers.”
Zag brings the promise of certified dealers who offer upfront prices, guaranteed in writing not to exceed the market average. The Zag platform enables new and used car buyers willing to make their purchase online to shop for a new vehicle on the web while integrating insurance and financing in the process.
“Like Zag, Vast.com is focused on delivering an exceptional shopping experience for the customer and ready buyers for the dealers. We are thrilled to partner with ImpreMedia and Zag to bring this integrated platform to ImpreMedia’s audience,” said Kevin Laws, CEO, Vast.com.
Vast.com claims an inventory of more than 3.5 million used cars, and promises “a rich set of search and filter tools” to facilitate the car buying process. As part of the agreement with ImpreMedia and Vast.com, Zag dealers hope to gain a sales channel to the Spanish dominant Latino market ImpreMedia reaches via its print publication.
“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 information on “Best in Class Hispanic Strategies” audio recording
Posted by Elena del Valle on February 26, 2008
The U.S. Mexican border, U.S. is on the left side of the photo
Photos: Customs and Border Patrol (Gerald L. Nino, James Tourtellotte)
Plans for a 28-mile long virtual fence along the Arizona-Mexico border are moving forward and it looks like Congress may give final approval for the project, according to statements issued by Homeland Security Secretary Michael Chertoff recently.
Boeing Co. is in charge of an initial $20 million contract to establish a high-tech virtual fence along the Mexican border in Arizona. Although it is a public contract, according to a representative of Boeing Co. the company is under contractual obligation to refer all questions on the project to the U.S. Customs and Border Patrol. Representatives from the U.S. Customs and Border Patrol did not respond to repeated requests for project updates.
Customs and Border Patrol staff rely on high tech equipment atop this pole to spot illegal immigrants attempting to cross into the U.S.
The Arizona portion of the high tech fence is the first part of a multibillion-dollar government plan designed to reduce illegal immigration on foot and vehicles along the Canadian and Mexican borders. The project includes 98-foot unmanned towers with cameras and sensors capable of distinguishing people from cattle from up to 10 miles.
Click here to buy Hyperborder
Chicago based Boeing is a leading aerospace company and one of the largest manufacturers of commercial jetliners and military aircraft combined. Boeing also designs and manufactures rotorcraft, electronic and defense systems, missiles, satellites, launch vehicles and advanced information and communication systems.
The U.S. Customs and Border Protection, part of the Department of Homeland Security, is in charge of securing the United States borders and defending the country’s borders against terrorists and their weapons with detection technology, advanced information systems, risk-management, and collaborative ventures with the trade and foreign governments.
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”
Posted by Elena del Valle on February 25, 2008
Todos Tus Muertos Greatest Hits album cover
Photos: National Records
Argentina punk reggae rock group Todos Tus Muertos released its latest album, Todos Tus Muertos Greatest Hits, in the United States February 19, 2008. Before that, their music had been out of print in the United States for almost 10 Years. The release makes the album available at digital outlets for the first time.
The Argentine rasta-punk band’s Greatest Hits album is described as a collection of the group’s classic tracks and several bonus songs. Highlights include “Dale Aborigen,” featuring Manu Chao as well as members of Los Fabulosos Cadillacs and Los Autenticos Decadentes.
Todos Tus Muertos
Todos Tus Muertos (“All Your Dead”) was established in 1985 with singer Pablo “Dronkit Master” Molina, guitarist Horacio “Gamexane” Villafañe, bassist Félix Gutiérrez, drummer Pablo Potenzoni and singer Fidel Nadal. The group named itself in honor of the tens of thousands of people killed by former Argentine dictator Jorge Rafael Videla. Todos Tus Muertos first became popular in the Buenos Aires music scene with its mixture of social messages and punk, ragga, reggae and raw mixes.
“Emotional Branding: How to capture the heart and mind of the Hispanic consumer” audio recording
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Click here for your free copy of Emotional Branding
Known for their explosive live shows, Buenos Aires based Todos Tus Muertos has toured across North America, South America, Europe and Asia. Previous albums include Dale Aborigen, Argentina Te Asesina – En Vivo, Subversiones, Todos Tus Muertos, El Camino Real, and Nena de Hiroshima.
Following is a list of the Greatest Hits 18 tracks: Andate, Rasta Vive, Sé Que No/Requebra, No Te La Vas A Acabar, Todo Lo Daría, Tu Alma Mía/Adelita, Mate, Asesinos Profesionales, Jah Lion, Mandela, Hijo Nuestro, Políticos, Dale Aborigen, Lehenbiziko Bala, Trece, Incomunicado, Mandela Dub, and No Más Apartheid.
Find out which Latino markets are booming with
“The Next Step: Secondary Latino Markets” audio recording
Presenter Dora O. Tovar, MPA
Click here for information on Secondary Latino Markets
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
