According to a series of six surveys conducted by the Pew Hispanic Center between 2002 and 2006 among 14,000 Latinos, most Hispanic adults born in the United States of immigrant parents say they speak English fluently. This is a sharp contrast to their foreign born parents; only a small minority of which consider that they are fluent in English.
Pew researchers, Shirin Hakimzadeh and D’Vera Cohn, analyzed the survey results and drafted a recent report concluding that less than 24 percent of foreign born Latinos consider they speak English very well while 88 percent of their U.S. born children consider themselves fluent in English.
The researchers also found respondents to the survey, of all generations, spoke English at work more frequently than at home. At the same time, more recent generations show a 94 percent of adults who consider they speak English. The figures for adults’ reading ability are similar to their speaking ability.
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.
Highly educated immigrants who arrived in the United States as children or have lived in the country for many years were most likely to say they were fluent in English. Immigrants from Puerto Rico and South America were most likely to claim proficiency than Mexican-born respondents.
The report findings are based on four measures used by respondent to rate of their abilities, including their own English-speaking skills, their English-reading skills, their level of English use at home, and their level of English use at work.The researchers relied on the results of two of the surveys as well as a national survey conducted by the Pew Hispanic Center in October and November of 2007 which indicate Latinos believe inadequate English language skills are an obstacle to their acceptance in the United States. These findings are similar to those from previous surveys conducted by the Center.
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
ComEd recently launched a new Spanish-language advertising campaign to promote its compact fluorescent energy-saving light bulbs (CFL). The television and radio campaign, created by ComEd’s Hispanic advertising agency of record, the San Jose Group (SJG), highlights a company program that discounts compact fluorescent light bulbs.
According to information provided by The San Jose Group, the 30-second spots focus on a hairdresser and will air in Chicago and Rockford from October to December 2007. The agency’s team members believe the stylist character provides the right mix for a creative and simple execution, humor, credibility and a memorable medium. They hope a humorous approach to the serious topic of energy conservation will be well received by Spanish speaking Latino audiences.
Antonio Lovera, creative director at SJG
“Humor is a common cultural thread that transcends borders and nationalities,” said Antonio Lovera, creative director at SJG. “With the variety of Latin American cultures represented in ComEd’s marketplace, we used humor as an element to engage all Hispanics in a meaningful way.”
Taking advantage of the gossip stereotype of beauty shops, the 30 second ads focus on a hairdresser gossiping to a client about how a man left “her” for something younger, that lasts longer and even saves money. In fact, she’s referring to the new CFL bulb instead of her personal life.
A compact fluorescent energy-saving light bulb
According to promotional materials, CFL bulbs use 75 percent less energy than traditional light bulbs and last up to 10 times as long. Promoters say that replacing one standard bulb with a CFL can save customers up to $30 in electricity costs on their bill over the lifetime of the bulb.
The San Jose Group was recently reappointed as the Hispanic advertising agency of record for Exelon and its operating companies, ComEd and PECO, allowing the agency to continue to develop branding strategies and advertising executions for the company; and marking the continuation of a 12-year relationship between Exelon and The San Jose Group.
Commonwealth Edison Company (ComEd), a unit of Chicago-based Exelon Corporation, provides service to 3.7 million customers across northern Illinois, 70 percent of the state’s population. Incorporated in 1981 and headquartered in Chicago, The San Jose Group is a consortium of marketing communications companies specializing in reaching the Hispanic and non-Hispanic markets in the U.S. and Latin America.
“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
Photo: Jerry LaCay
Video: Ed Rodriguez, Diesel Media
New York Latin band Zon del Barrio recently released its debut CD, “Cortijo’s Tribe” with the help of Emusica Records and Barrio Zone Productions. The Spanish Harlem group describes its style as structured on a solid foundation of Afro-Caribbean rhythms with a New York twist and a celebration of Afro-Antillian music.
Led by Latin music historian, writer, composer and musician Aurora Flores, Zon del Barrio’s Cortijo’s Tribe: La Tribu de Cortijo relies on Afro-Puerto Rican music veterans Yomo Toro, the King of the cuatro (the national 10-stringed guitar of the island) and Sammy Ayala, Cortijo alum, singer and songwriter. Hector “Papote” Jimenez, a native New Yorker, is the youngest addition to the band.
Zon del Barrio is a play on words for the musical genre son of Latino communities. Produced by musical director David Fernandez, the CD blends dance rhythms of Cuba and Puerto Rico within a New York setting. According to promotional materials it includes elements of jazz, R&B, hip-hop, funk and reggaetón, raw street plenas and bombas. Cortijo’s Tribe follows the production style of salsa artists Al Santiago whose approach is said to have paved the way for the Fania music explosion of the 1970s.
Zon Del Barrio has shared the stage with Spanish Harlem Orchestra, Oscar D’Leon, Bobby Valentin, Michael Stuart, Larry Harlow, Jimmy Bosch, Andrea Brachfeld, La India, and Chembo Corniel. The band has appeared on Univision during the Latin Grammy Awards, on the morning show “Despierta America” on Telemundo, Fox 5, Manhattan Neighborhood Network and the Vic-Fezensac Salsa festival in Toulouse, France; the Howl Festival in the Lower East Side, the Orchard Beach Salsa Concert Series, the Half Marathon in Battery Park, The River to River Festival, and the Borgata Hotel & Casino in Atlantic City.
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
Rick Najera, vice president, Programming Development, LATV
Photo: LATV
LATV Networks, a bilingual music and entertainment network distributed via digital multicast, signed an agreement with Over-Man Productions for the comedic animated series “Caesar and Chuy.” The second animated series in LATV’s original programming block, “Caesar and Chuy” premiered November 8 at 9:30 p.m. PT.
“Our viewers look to us for edgy and fun programming, reflecting the bicultural and bilingual experience in America. ‘Caesar and Chuy’ provides exactly that, an irreverent slice-of-life commentary that is classic LATV,” said Rick Najera, vice president, Programming Development, LATV. “This series is funny, top-notch and very on-the-mark. We certainly think it will connect with our audience nationwide.”
Caesar and Chuy are animated rockers and music video critics who comment on people and music from their very cheeky point of view. According to the LATV website, Ceasar likes positive energy, meditation and wheat grass. Chuy loves fried food, partying, and get rich quick schemes.
The animated series is the work of Artistic Warfare and Alfonso Arney Designs as Over-Man Productions. The executive producers are Keu Reyes and Alfonso Arney. The voice of Caesar is played by Reyes who is also the creator and writer of Nut’n Nice; the voice of Chuy is played by Najera.
“The Homies Hip-Hop Show,” based on the worldwide figurine created by Dave Gonzales, was the first LATV animated program. Skits on the show parody popular culture and life in general. The stop-motion, one-hour program animated by Nicholas Romero is written by Renee Sandoval, Oskar Toruno and Najera who also wrote for “MAD TV” and “In Living Color” as well as creating “Latinologues.” The program which consists of eight to 10 sketches and music videos, airs Tuesdays and Thursdays at 9 p.m. PT.
Headquartered in Los Angeles, LATV has been on the air in the Los Angeles market since 2001 and launched nationally on April 23, 2007. LATV Networks, LLC is owned by Costa del Oro Media. Post-Newsweek Stations, Inc. is an investor in the national network and has a minority ownership interest in the Company as well as a seat on its Board of Directors. LATV is ad-supported and offers original and live programming, music, lifestyle and entertainment. The network targets 12 to 34 year-old Latinos.
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
Voy recently launched VoyPlaza.com, a digital service for young Latinos offering content and social applications including a Latin-themed virtual reality world, news, blogging, music, and video.
“VoyPlaza.com serves Latinos’ deep desire to connect with both our culture and each other. Based upon the feedback of our audience, we’ve created innovative services to further deepen this connection among Latinos and our friends through the best tools, relevant content and organic Latin design that Voy Plaza embodies,” said Fernando Espuelas, chairman and chief executive office of Voy. “Voy Plaza is the preferred Latin social network for both English and Spanish dominant Latinos in the U.S. We will innovate relentlessly in order to best serve our community of sophisticated and demanding consumers.”
According to promotional materials, Voy features include Voy Plaza Virtual, a 3D version of the Voy Plaza experience where visitors can create a personalized avatar, find virtual environments to socialize, listen to music, dance, watch videos and participate in special programmed events. Voy Scout is a personalized blog and news portal, updated in real-time and offering over three million blog and news articles a day in English, Spanish and Portuguese. Voy Scout allows Voy Plaza users to search for information, view, share and vote on news and blog content, from millions of information sources.
VoyPlaza Music promises the largest network of 40 originally-programmed, free Latin radio stations on the Internet. It allows users to create, broadcast and syndicate customized stations, rank music, send songs to their friends and listen to stations created by other Voy Plaza community members.
At Voy Plaza Games, Latino gamers can connect with other like minded gamers and find hundreds of games. The website has a library of music, sports, cooking, travel, films, TV, celebrities, and urban-Latino culture videos. Video channels are also available at Voy Plaza Virtual. Voy Plaza media players can be embedded into users’ blogs as single clips or full channels. Voy Plaza is also syndicated across Verizon’s VCAST network, Vuze and Joost.
At Voy eLabel, musicians can make music without the help of traditional record companies, reaching Voy Plaza’s users to develop a fan base that can sample their music through free downloads, and eventually buy it. Voy Plaza hopes to reach users in 150 countries. Visitors can Voy Plaza services through voyplaza.com on the Internet, Verizon’s VCAST Mobile TV service, and IPTV services Joost and Vuze.
“Search Engine Marketing to Hispanics” audio recording
Presenter Matias Perel, founder and president, Latin3
Find out about
The 16 million Latino online users
Types of online access among Hispanics
Latino online user language preferences
What they do online
Usage by age
Income levels among Hispanics who visit the Internet
Todobebé Inc, a leading multimedia company of dedicated to parenting, recently launched Mi Todobebé, a social networking site for Spanish speaking families planning, expecting, and raising children. On the new website, visitors can share pregnancy photos, videos of their baby’s first steps and questions about infertility, breastfeeding and raising their children.
The idea for the website initially came from members of the online forum community. They wanted an online space, in Spanish, where they could personalize their own pages, upload photos, and invite their friends and family to view and to share in the joy of their children’s first smiles, tooth, steps, days of school and other special moments.
“Todobebé has earned the trust of Spanish speaking families over almost a decade,” said Jeannette Kaplun, editor in chief, host and founder of Todobebé. “They know us from our book, our TV show, radio, events, and our website, and they share with us their pregnancy photos, the videos of their baby’s first steps and their questions about infertility, breastfeeding or raising their children.”
“Latino Family Dynamics” audio recording
Brenda Hurley and Liria Barbosa
Discuss
Latino purchasing habits and products they favor
Latino family characteristics
Latinos and extended families
Division of duties, responsibilities within the family
Who is the decision maker in the Latino family
Who is the information provider in the Latino family
Mi Todobebé invites families to create personal profile pages where they can publish photos and videos of their pregnancy and children and create blogs on their personal pages where friends and loved ones can participate. They can also meet other members, and via invitation, make new friends living through similar experiences. According to promotional materials, Mi Todobebé allows members to control their level of privacy, approve who can view their profile page and decide whether to communicate with other members.
The free membership to Mi Todobebé also provides access to the rest of Todobebé’s online tools including expert tips, personalized pregnancy and child development newsletters, baby name finder, ovulation calendar, and forums.
“Mi Todobebé is just the beginning of a series of new online features, tools, events and incentives that the company is rolling out in 2008,” said Cynthia Nelson, chief operating officer of Todobebé, Inc. “Mi Todobebé and the expanding Todobebe.com platform is an exciting and growing world and truly allows advertisers the chance to connect, engage, brand, promote, and learn about Spanish speaking families within a positive, engaging, fun and relevant context.”
In its ninth year of operations, Todobebé Inc. reaches United States Spanish speaking Latino parents with books, television programs, radio, events and online. Todobebe.com, the online platform of Todobebé Inc., seeks to inform and entertain with original content, exclusive videos, and advice from experts.
“Marketing to New Hispanic Moms – a case study” audio recording
Presenter Cynthia Nelson, COO, Todobebe
Find out about
• New Latina mom market
• Baby demographics including market size, profile
• New moms’ language preferences
• Latino baby market trends
• Factors influencing Hispanic baby market
• Location of new Hispanic moms’ market
• Issues affecting new Latino moms
• Todobebe strategies
Karen Garnik, chief marketing officer for Rums of Puerto Rico
Photo: Rums of Puerto Rico
Rums of Puerto Rico launched “Here,” a new $2.2 million marketing and advertising campaign in the United States developed by Group LIH in Puerto Rico, in late October. No termination date, media outlets or information regarding which cities or markets the campaign will reach were disclosed.
The campaign consists of ten 15-second television commercials produced by Alfa Recording Studio in San Juan. Each spot will feature a Puerto Rican celebrity speaking about a different aspect of Puerto Rican rum such as the history, tradition, location, quality, leadership in sales and versatility of rum. The ads show celebrities holding a rum cocktail such as piña colada, rum and cola and mojito at various locations in Puerto Rico. The campaign includes messages on responsible drinking and choosing a designated driver.
Featured celebrities include: Wilo Benet, restaurateur and owner of Pikayo and Payá restaurants in San Juan; Latin Grammy Award winners David Sanchez, saxophonist and Nestor Torres, flutist; Lisa Thon, fashion designer; Melina Leon, singer and Latin Billboard Award winner; Alberto Marti, environmentalist; Kristina Brandi, Olympic athlete and professional tennis player; Mariem Pérez and Carlos Ruíz, motion picture directors; Shirley Rumierk, actress; and Quetzacoatl, painter.
“We want to communicate that Puerto Rican rum is of the highest quality and offers more versatility for mixing than any other spirit, both as an ingredient for cocktails and for cooking. The ads are meant to show rum enjoyed by sophisticated consumers who appreciate top shelf spirits in the most fabulous locations. The audience will be dynamically transported to our Caribbean paradise in these ads and presented with appetizing rum cocktails by our spokespersons: highly talented and respected artists, athletes, designers and socially and environmentally conscious individuals who are of Puerto Rican descent, to help us portray the unique qualities of Puerto Rico both as a rum producer and as a rum destination,” said Karen Garnik, chief marketing officer for Rums of Puerto Rico.
“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
Puerto Rican rums are aged a minimum of one year in charred white oak barrels. Gold and dark rums are aged longer to give them a smooth balanced taste. According to Adams Beverage Group, rum is the second largest spirit category in the U.S. after vodka. Seventy-five percent of all rums sold in the U.S. come from Puerto Rico, totaling over 15 million cases. Three of the five top selling distilled spirits sold in the U.S. are rums from Puerto Rico: Bacardi, Captain Morgan and Castillo.
“Seven out of every 10 bottles of rum sold in the U.S. are from Puerto Rico. Sales in the U.S. from Bacardi and Captain Morgan alone represent three-quarters of all rum sold in the U.S. Puerto Rico is by far the market leader in this spirit category,” said Garnik.
Although the campaign is not identified in promotional materials as specific to Latino consumers and no details were released regarding the percent of the Hispanic market that purchases rum; in conjunction with the advertising launch, Rums of Puerto Rico is hosting events in three of the top Latino markets in the United States, New York, Miami and Los Angeles.
Company plans include a Rum Academy for bartenders led by mixologists Steve Olson, partner in Beverage Alcohol Resource (BAR), for the New York event; and Tony Abou-Ganim, The Modern Mixologist, for Miami and Los Angeles. Evening cocktail receptions will feature performances by jazz artists Nestor Torres in Miami and William Cepeda in New York. Chef Wilo Benet plans to prepare dishes made with rum as an ingredient.
Rums of Puerto Rico, a division of the Puerto Rico Industrial Development Company (PRIDCO), was created in 1948 to promote the sale of all rums shipped from Puerto Rico to the mainland U.S. Rums of Puerto Rico sponsors events in collaboration with the Puerto Rico Tourism 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
A podcast interview with Playwright David Gonzalez, D.A. is available in the Podcast Section of Hispanic Marketing & Public Relations, HispanicMPR.com. During the podcast, he discusses his work and reaching Latino audiences with Elena del Valle, host of the HispanicMPR.com podcast.
David is a storyteller, musician, poet, actor, therapist and educator. He was nominated for a 2006 Drama Desk Award for Unique Theatrical Experience for his production of “The Frog Bride” at Broadway’s New Victory Theater. He has created numerous productions including ¡Sofrito!
“Emotional Branding: How to capture the heart and mind of the Hispanic consumer” audio recording
“Emotional Branding” was recorded January 2007 during the Strategic Research Institute 13th Annual Blockbuster Marketing to U.S. Hispanic and Latin America conference in Miami, Florida. Receive a free downloadable copy by completing our Visitor Survey.
In 1998, he received the Helen Hayes Performing Artist of the Year Award. David also wrote “The Secret of the Ceiba Tree.” He recently completed Rise for Freedom!, a libretto commissioned by the Cincinnati Opera for the 2007 season. “Mariel,” an Afro-Cuban musical co-written with Grammy-nominated songwriter John Forster, is set at the turbulent times of the Mariel boat-lift from Cuba in 1981. The play, commissioned by the Cincinnati Playhouse in the Park, premiered in March 2007 and was winner of the Macy’s “New Play Prize for Young Audiences.”
David’s poetry has been featured on Bill Moyers’ documentary “Fooling with Words” on Public Broadcasting Service and National Public Radio’s “All Things Considered.” He was the host of “New York Kids” on WNYC for eight seasons and is a contributor to Studio 360 on National Public Radio. David received his doctorate in Music Therapy from New York University’s School of Education. In 2006, he climbed to the summit of Mount Kilimanjaro in Tanzania.
To listen to the interview, scroll down until you see “Podcast” on the right hand side, then select “HMPR David Gonzalez, D.A.” click on the play button or download it to your iPod or MP3 player to listen on the go, in your car or at home. You can also subscribe to the podcast by right clicking over the podcast box and selecting “copy shortcut” then inserting the URL address in the podcast section of your iTunes program listed under the “advanced” column. The podcast will remain listed in the November 2007 section of the podcast.
Click the button to hear the interview with David Gonzalez podcast:
Click the button to hear the song “Sofrito Radio Mix”
LaVibra.com, an ImpreMedia website, will feature the official Spanish-language version for the Presidential Dialogue Series hosted by MySpace and MTV’s Choose or Lose which promise live, “candid conversations” with presidential candidates.
A dialogue with Senator Barack Obama on the campus of Coe College in Cedar Rapids, Iowa was streamed. MTV News Correspondents Gideon Yago and Sway Calloway, as well as WashingtonPost.com political reporter Chris Cillizza moderated the session. Pollsters John McLaughlin and Geoffrey Garin oversaw the real-time polling data and questions submitted via MySpaceIM and Think.MTV.com. No Hispanic media moderators or pollsters participated in the process. A translated video of the first Presidential Candidate Dialogue with former Senator John Edwards is archived on LaVibra.com.
“ImpreMedia Digital is using the Internet in a unique way to inform and educate our readers, and U.S. Hispanics alike, in the political process of the country in which they live, work and progress,” said Arturo Duran, chief executive officer of ImpreMedia Digital, LLC.
According to promotional materials, the Presidential Dialogue series marks the first time home viewers are able to submit questions in real-time to the candidates. MySpaceIM will provide the platform for users to submit questions during the event on MySpace, Choose or Lose and in Spanish on LaVibra.com. Each event, held at a college campus, is an hour long.
The Presidential Dialogue series promises to feature frontrunner candidates from the Republican and Democratic parties. In addition to the Spanish language content on LaVibra.com, print publications La Opinión in Los Angeles and El Diario La Prensa in New York will make the dialogues available to readers in print and online advertising.
LaVibra.com entertainment magazine and website targets Hispanics between 18 and 34. LaVibra is not yet measuring audience reach. ImpreMedia is one of the largest Spanish language newspaper and online news publishers in the United States. MTV Networks, a unit of Viacom, is a leading creator of programming and content with more than 130 channels. MySpace, a unit of Fox Interactive Media Inc., is a lifestyle portal.
“Latino Media and Hispanic Media Training” audio recording
Presenters Federico Subervi, Ph.D. and Elena del Valle, MBA
Find out
• About the hundreds of Latino media
• Who are the major Hispanic media
• Type of media outlets they represent
• Languages in which they are produced
• Programming and content they offer
• Hispanic media geographic reach
• Hispanic media challenges
