Posted by Elena del Valle on August 8, 2007
Photo: Terra Networks
Coral Gables, Florida – Terra Networks recently relaunched its Turismo (Travel) Channel, part of the original Terra offerings in 2000. Relying on Travelocity to power the searches and with content from Google and Fodors, the online portal plans to expand its advertising revenue by reaching the growing number of bilingual U.S. Hispanics hoping they will book trips online.
“Given the propensity for Hispanics to travel, both domestically and internationally, for leisure and to maintain close ties with family and friends as well as the above average household income of the Hispanic Internet user, it’s not surprising that travel marketers are targeting Hispanic consumers online,” said Fernando Rodriguez, chief executive officer, Terra Networks.
The company is relying on recent Hispanic market data that indicates Latinos like to travel. According to the Synovate U.S. Diversity Markets Report 2006, 48 percent of Hispanics enjoy traveling domestically, 61 percent like to travel to their country of heritage, and 32 percent enjoy traveling to other countries.
Target Latinos effectively by anticipating changes in the market with
“Hispanic Projections” – with 2007-08 updates 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
- About Hispanics who earn more than $100,000 annually
Click here to buy “Hispanic Projections”
Through the revamped Travel channel Latino travelers can buy airline tickets and make hotel and car reservations. Users are able to share their experiences with others through reviews and tips. Although when we visited the site, almost all the content was in English, the portal plans to have content and services in the new travel channel in Spanish and English.
According to promotional materials, the channel includes: Travelocity booking engine, Fodors destination guides for 300 cities/destinations, country fact sheets, 360 degree video tours of some hotels, Google interactive maps, lists of Top 10s, search capability, weather, currency converter, and a newsletter.
Terra advertisers on board for the Travel channel are Choice Hotels, Royal Caribbean Cruise Lines, Continental Airlines, Rio Hotel and Casino, Tourism Boards of Spain, Florida, Mexico and Kissimmee. Terra Networks is a global Internet group with a presence in the U.S. and Latin America. The group operates websites in the United States, Spain and Latin America. Terra.com is the U.S. Hispanic arm of the Terra Networks group, providing a portal and services to Spanish speaking users.
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Filed Under: Media
Posted by Elena del Valle on August 7, 2007
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Under the No Child Left Behind act English Language Learners (ELL) public school students must be proficient in reading and math by 2014. English Language Learners are students whose first language is not English. According to a report by the Pew Hispanic Center English Language Learners students lag far behind in reading and math. How many Hispanics are ELL students?
Although there doesn’t seem to be an exact number, an administrative count with little demographic information indicates in the 2003-04 school year there were 3.8 million ELL students. A more recent report, the 2005 American Community Survey, estimated that 9.4 million Hispanic students attended public school and 2.7 million public school students spoke English less than very well. Seventy percent of the limited English students were Hispanic; one in five Hispanic students spoke a language other than English at home and spoke English less than very well.
Hispanic Marketing and Public Relations Understanding and Targeting America’s Largest Minority book
“A must resource for practitioners/professionals expecting to reach US Hispanics; also valuable for college programs in marketing, public relations and communications. Highly recommended.”
Choice magazine
Click here to buy Hispanic Marketing & Public Relations today!
National testing conducted in 2005 indicates that 46 percent of fourth grade ELL students scored in the lowest category possible in math; by eighth grade the scores had plummeted to 71 percent of ELL students in the lowest category possible. By eighth grade 71 percent of ELL students also scored in the lowest category possible in reading.
The Pew Hispanic Center report is based on an analysis of standardized testing around the country. It indicates eighth grade ELL students are 50 percentage points behind whites in reading and math. In fourth grade, they are 35 percentage points behind in math and 47 percentage points behind in reading.
The report also identifies significant gaps between the scores of ELL students and their black and Hispanic counterparts. An analysis of demographic data also explains why there is a decline in achievement among English Language Learners from elementary to middle school.
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.
Posted by Elena del Valle on August 6, 2007
“Infinito Palmeras” from Mexican DJ producer Galapago
Photos: La Corporacion Muzic
Pasadena, California – Independent record label La Corporación Muzic recently released two new titles from the Nopalbeat Records catalog, “Musica Moderna” from DJ producers Sussie 4 (cuatro) and “Infinito Palmeras” from Mexican DJ producer Galapago. They are the second and third releases from the La Corporación Muzic/Nopalbeat Records deal.
“Musica Moderna” is described as a blend of chill out, lounge, jazz, house and trip hop music. “Infinito Palmeras,” an experimental project that fuses diverse rhythms and colors of Latin American music with tones of vanguard, combines house, lounge, funk, and hip hop with a touch of reggae and cumbia music.
Sussie 4’s “Musica Moderna” album
Electronica and house music maker Sussie 4, made up of DJ producers Cesar Gudino and Odin Parada, was created in 1998 in Guadalajara, Mexico. They have performed in national festivals Techno Geist 2001, Union Fest 2001, Art 01, Mexican Electronics Festival, Beach MTV 2002, and Festival Rock To Park 2001 in Bogota, Colombia. Additionally, Sussie 4 has shared the stage with artist’s Bentley Rhythm Ace, Gus Gus, DJ Hell, Sven Väth, Deep Dish and Buscemi. “Musica Moderna” was originally released in Mexico in 2002. Galapago has played in Venezuela, Colombia, Cuba, France and Spain.
La Corporación Muzic, based in Pasadena, California, is an independent record label that specializes in signing and developing Latino talent for the U.S. bilingual market with exclusive distribution by Navarre. Other titles released on La Corporación Muzic include Maxim! En Espanol Rockz, Latin Explosión and Peter Michael Escovedo Moments.
Discover how to reach Latinos in language today with
“Hispanic Market Translation Issues” audio recording
Presenter Martha E. Galindo
Translation company owner Martha E. Galindo explains
-
Why it’s important to reach your clients in language
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Ins and outs of translations issues
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How to select a translator
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What to expect
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How to save on translation costs
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Much more
Click here to purchase ”Hispanic Market Translation Issues”
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Posted by Elena del Valle on August 3, 2007
Bottles of Puerto Rican rum
Photo: Rums of Puerto Rico
New York, New York — Rums of Puerto Rico was the spirit sponsor for the recent global premiere of the Picturehouse Productions movie “El Cantante” about singer Hector Lavoe starring Marc Anthony and Jennifer López.
“El Cantante” is the story of the Puerto Rican salsa singer Hector Lavoe (Anthony), his relationship with his wife, Nilda Ramón Pórez, known as Puchi (López), his skyrocket to international fame and the personal pain he faced toward the end of his life. The film was directed by Leon Ichaso (Piñero) and produced by Jennifer López, Julio Caro, Simon Fields and David Maldonado. It was written by Leon Ichaso, David Darmsteader and Todd Anthony Bello.
“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
Click here to purchase “Latino Family Dynamics”
“Rums of Puerto Rico is honored to be a part of the debut of this important film which tells the story of the beloved singer Hector Lavoe, who was called El Cantante de Cantantes (the singer of singers). On the occasion of the film’s premiere events, Rums of Puerto Rico’s mixologists created six cocktails. Each cocktail was named after Lavoe or one of his songs,” said Karen Garnik, chief marketing officer for Rums of Puerto Rico.
The Rums of Puerto Rico new cocktails, served for the first time at the three movie premieres, are: Capitan Lavoe, Murgariña, Che Che Cole, Todopoderoso, Bleu Lavoe, and La Gran Fuga. See complete recipes below.
- Capitan Lavoe, 1/2 oz. Captain Morgan Original Spiced Rum, 1/2 oz. Captain Morgan Parrot Bay, 2 oz. guava juice and 2 oz. pineapple juice
- Murgariña, 1 1/2 oz. Don Q Limón, 1/2 oz. Don Q Cristal, 2 tbsp. sugar
- Che Che Cole, 1 oz. Captain Morgan Parrot Bay, 1/2 oz. Don Q Cristal, 1/2 oz. guava juice, 1 oz. pineapple juice and a splash of tonic
- Todopoderoso, 1 oz. Don Q Reserva Añejo, 1/2 oz. sour mix and splash of grenadine
- Bleu Lavoe, 1 1/4 oz. Bacardi Razz, 2 oz. sour mix, 2 oz. pineapple juice and 1/2 oz. blue Curaçao
- La Gran Fuga, 1/2 oz. Bacardi Peach Red, 1/2 oz. Bacardi Superior, 1 1/2 oz. pineapple juice and 1 oz. grenadine
Posted by Elena del Valle on August 2, 2007
Deborah Von Brod, director of Music and Media Licensing, MegaTV
Photo: MegaTV
Miami, Florida – Mega TV WSBS-22, an affiliate of Spanish Broadcasting System (SBS) appointed Deborah Von Brod director of Music and Media Licensing. Von Brod’s duties will include the licensing and authorizing of music content on MegaTV shows, websites, concerts, and special events. In the new position, she will be working closely with authors and publishers, American Society of Composers, BMI, and Society of European Stage Authors & Composers as well as managing contacts with Sony-BMG, EMI Music, Warner Music Latino, and Universal Music Group.
“Deborah Von Brod is a vital addition to MEGA TV,” said Cynthia Hudson, chief creative officer and executive vice president, SBS. “With her valuable experience as a producer and Senior Director for various music and recording projects, she has a unique expertise in planning, contract negotiation, event marketing, acquisitions, licenses, publications, and legal matters. Deborah will be an integral member of the team, and we welcome her to the SBS family.”
Previously, Von Brod worked on more than 20 variety shows for Sony-BMG Music, EMI and WEA Latina with Jennifer Lopez, Shakira, Ricky Martin and Chayanne. In addition, Von Brod has also worked on 35 shows for Pepsi Music Latin America that aired in 14 different countries, 24 shows performed on 16 different cruise lines around the world and two biographical documentaries for The Discovery Channel Latin America and Iberia for which she received an Emmy nomination.
“Latino Family Dynamics” audio recording
Brenda Hurley and Liria Barbosa
Find out
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
Click here to purchase “Latino Family Dynamics”
Posted by Elena del Valle on August 1, 2007
By Chelsea Starr Ph.D.
Qualitative Research Manager, Phoenix Multicultural
Chelsea Starr Ph.D., qualitative research manager, Phoenix Multicultural
Photo: Phoenix Multicultural
Some medical recruiting projects are more challenging for multicultural markets than for the general market. For diseases that are fairly common in the Latino community, like diabetes, your recruit may not be particularly challenging. But with a less common disease, for example a particular type of cancer, there are both cultural and practical aspects to be considered in the Hispanic market.
Click here to read the complete article
“A Snapshot of the U.S. Hispanic Market” audio recording
Presenter Michele Valdovinos, Phoenix Cultural Access Group
Click here to purchase “A Snapshot of the U.S. Hispanic Market”
Posted by Elena del Valle on July 31, 2007
12th U.S. Hispanic Marketing
September 24 – 27, 2007
San Diego, California
Are you communicating in one voice and two languages? Are you localizing content? Is your brands strategy connecting with consumers? If you answered no to any of those questions the 12th Annual US Hispanic Marketing Conference is your answer. With the continuous rise of the U.S. Hispanic population and the significant increase in the number of prosperous Hispanic households, there is a plentiful opportunities for you to explore new avenues and this conference will help you get the answers you need to make your explorations and business successful. Join us in San Diego, September 24-26 to get fresh perspectives, and learn from Industry ground breakers.
http://www.site-members.com/hispanic/benefit_fullpage.html
Posted by Elena del Valle on July 31, 2007
Democratic Senator Hillary Clinton and Monica Lozano
U.S. Democratic Senators Hillary Clinton from New York and Barack Obama from Illinois made appearances at this year’s National Council for La Raza annual conference, held in Miami Beach. The presidential candidates were hosted in back to back sessions Sunday July 22. Clinton’s session, dubbed “Latinas Brunch – Una Charla con Hillary” (a chat with Hillary) preceded Obama’s “Foro Del Pueblo Con Sen. Obama” (People’s Forum with Sen. Obama).
Clinton, scheduled from 11 to 12:30, participated in a brief Q & A exchange with Monica Lozano, board chair, NCLR at 12:15 following an opening statement from Andrea Bazan-Manson, vice chair, NCLR board; comments from five sponsor representatives (Geico, General Mills, Coca Cola, Toyota, and Wachovia); and a five-minute address from Florida Republican Congresswoman Ileana Ros-Lehtinen, who left the meeting room before Clinton appeared on stage. The session concluded with a Mariachi band amid congraulatory cheers in celebration of former NCLR president Raul Izaguirre’s birthday.
Many attendees walked from Hall B across the large Miami Beach Convention Center, to stand in line in Hall D where Obama was scheduled to speak at 1:30 pm. The audience waited impatiently until 1:50 when Janet Murguía, president and CEO, NCLR and Maria Pesqueira of Mujeres Latinas en Accion, an NCLR affiliate, welcomed Obama enthusiastically.
Although the tone of the presidential candidates was slightly different, Clinton’s session was informal and Obama relied on prepared remarks; they both covered Latino oriented issues such as immigration reform, education, and health care. They both blamed anti Latino and anti immigration sentiments in the United States on people’s fears and unfavorable economic conditions. The topic which set them apart was that while Clinton never mentioned the Iraq war, Obama twice brought up the topic. Once, he suggested the $275 million dollars a day spent on the war in Iraq would be better spent on education and crime prevention. Toward the end he shouted “Bring our troops home” to much applause from the audience.
Democratic Senator Barack Obama
Wearing an electric blue jacket and looking comfortable, Clinton emphasized the importance of education and health care for everyone, promised her best efforts toward passing immigration reform legislation and smiled when asked about her husband. “When I’m elected, I’m going to send my husband around the world so the world knows we’re back to cooperating,” she said in one of her final remarks.
Sporting a brown jacket and burgundy tie, Obama spoke confidently to the expectant crowd about Americans’ desire for a change. He emphasized his experience building coalitions among diverse groups, the importance of having everyone be represented at the table, and his track record. “This isn’t rhetoric for me. I walk the walk.” He received much applause when he said: “People are hungry for change all across America.” In relation to the Iraq war and Latinos: “Latinos are over represented (among the troops). They shouldn’t have to beg for disability.”
In addition to the political presentations, the conference, held July 21-24, 2007, offered consumer and business workshops. Registered attendees could enter the Latino Expo USA. Exhibitors included government organizations, military recruiters, car and media companies, nonprofit organizations and others peddling their products and services to the hundreds of attendees.
Founded in 1968, the National Council for La Raza, is one of the largest and best known 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.
“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
Click here to purchase “Marketing to New Hispanic Moms – a case study”
Posted by Elena del Valle on July 30, 2007
Martha Montoya, president, Los Kitos Entertainment LLC
Photo: Martha Montoya
A podcast featuring an interview with cartoonist Martha Montoya, president, Los Kitos Entertainment LLC, is available in the Podcast Section of Hispanic Marketing & Public Relations, HispanicMPR.com. During the podcast, she discusses Los Kitos with Elena del Valle, host of the HispanicMPR.com podcast.
Born to educators, in Bogotá, Colombia, Martha began her professional career as a teacher of chemistry, biology and English in her native country. During her childhood she became very ill and was in and out of hospitals. It was during these periods when she created Los Kitos, the characters that became her friends and helped her develop a sense of social awareness.
Martha has worked with the telecommunications industry, food and service industries in various campaigns that were directed to employees, manufacturers, suppliers, retailers consumers and business community.
She has been recognized for her entrepreneurial spirit with several awards including the Latin Business Association Latina Entrepreneur of the Year, 2002 Hispanic Businesswoman of the Year by the California Hispanic Chamber of Commerce the Hispanic Business 2002, and Hispanic Magazine 2003 honoring her as one of the 100 most influential people in the U.S. market. She also received the Film Advisory Board Cartoonist of the Year Award and the National Hispanic Publications Cartoonist Award.
To listen to the interview, scroll down until you see the “Podcast” on the right hand side, then select “HMPR Martha Montoya” 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 July 2007 section of the podcast archive.
Click the button to hear the podcast:
Hear from market researchers about the Latino family in
“Latino Family Dynamics” audio recording
Brenda Hurley and Liria Barbosa
Click here to purchase “Latino Family Dynamics”
Posted by Elena del Valle on July 27, 2007
Latinization cover
First time author Cristina Benitez explores the positive impact of Latinos on mainstream America in her recently released 128-page book, Latinization: How Latino Culture is Transforming the U.S. (Paramount Market Publishing, $24.95). The second generation Latina relied on 20 years of Hispanic marketing experience and the input of 20 leaders.
In the book, she also included quotes and the insights of 14 men and six women in the arts and sciences, many from the Chicago area, in her efforts to define the influence of Hispanics on American culture. The leaders Benitez consulted include Hispanics and non Hispanics; entrepreneurs, authors, artists, performers, managers and the first woman to walk in space.
They are: Juan Andrade, Jr., president, United States Hispanic Leadership Institute; Rick Bayless, a Mexican cuisine expert; Aldo Castillo, an art dealer, artist and human rights activist; Henry Cisneros, founder and chairman, CityView; Mary A. Dempsey, commissioner, Chicago Public Library; Robert Fitzpatrick, Pritzker director and chief executive officer, The Museum of Contemporary Art; Henry Godinez, resident artistic associate, The Goodman Theatre; Juana Guzman, vice president, National Museum of Mexican Art; Carlos R. Hernandez, executive director, Puerto Rican Arts Alliance; Achy Obejas, author; Sylvia Puente, director, The Center for Metropolitan Chicago Initiatives of The Institute for Latino Studies, University of Notre Dame; Jorge Solis, director, Illinois Division of Banking; Kathryn Sullivan, president and chief executive officer, Center of Science & Industry; Andrés T. Tapia, chief diversity officer and emerging workforce solutions leader, Hewitt Associates; Studs Terkel, author; Carlos Tortolero, founder and president, National Museum of Mexican Art; José A. Vargas, founder and executive director, The International Latino Cultural Center; Eduardo Vilaro, founder and artistic director, Luna Negra Dance Theater; Father Bruce Wellems, pastor, Holy Cross/Immaculate Heart of Mary Parish.
Benitez is the founder of Lazos Latinos, a Chicago branding and advertising company specializing in Hispanic markets. Prior to founding her company in 1998, she was senior vice president, Ethnic Marketing, DraftWorldwide; before that she was vice president at FOVA, Grey Advertising’s Hispanic marketing group. Her experience includes teaching secondary and college students Spanish for eight years. She is a board member of the Gateway Foundation, The Chicago Public Library, and The Hispanic Alliance for Career Enhancement and Luna Negra Dance.
Click here to purchase Latinization
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Filed Under: Books
