Posted by Elena del Valle on June 26, 2007
Marisa Rivera-Albert, president, NHLI
Photos: National Hispana Leadership Institute
The National Hispana Leadership Institute (NHLI) will offer a morning leadership seminar, “Latina Empowerment Conference,” for Hispanic women in Orlando June 27, 2007. Admission to the half day event costs $30.
NHLI President Marisa Rivera-Albert will open the program with “Preparing Latinas for Leadership Positions,” a discussion about the National Hispana Leadership Institute. Zulma X. Barrios, L.H.D., a presenter from The Gallup Organization, will dedicate two hours to “The Seven Demands of Leadership.” She will discuss leadership demands she believes are essential for Latinas to master: Visioning, Maximizing Values, Challenging Experience, Mentoring, Building a Constituency, Making Sense of Experience and Knowing Self.
Lizette Valarino, assistant, Orange County mayor
Following her presentation there will be a panel discussion, “Latinas Sharing Their Secrets of Success.” Panel members are: Betty Lowery, manager, Minority Business Development, Walt Disney World; Mercedes McCall, Florida Region executive, Banco Popular; Milce Snyder, agent, State Farm Insurance Companies; and Lizette Valarino, assistant to the Orange County mayor. The conference is sponsored by State Farm, Wal-Mart, and Walt Disney World.
Founded in 1987, the National Hispana Leadership Institute promotes leadership for Hispanic women. Its mission is “to develop Hispanas as ethical world leaders through training, professional development, relationship building, community and world activism.”
Target Latinos effectively by anticipating changes in the market with
“Hispanic Projections” 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 for details on “Hispanic Projections”
Posted by Elena del Valle on June 25, 2007
Ernesto Caravantes, author, Clipping Their Own Wings
Photos: Ernesto Caravantes
A podcast interview with Ernesto Caravantes, author, Clipping Their Own Wings is available in the Podcast Section of Hispanic Marketing & Public Relations, HispanicMPR.com. During the podcast, Ernesto discusses his book with Elena del Valle, host of the HispanicMPR.com podcast.
Ernesto Caravantes is a native Angeleno who grew up in Lakewood, California. He was the only son of Mexican immigrant parents who instilled a deep sense of wonder and pride in his Mexican roots and had a profound impact on the choices and accomplishments in his life. They emphasized the value of education in the United States for those who want the best life possible, even the American Dream.
As a boy he visited the meat markets of Los Angeles and saw firsthand how beleaguered and unassimilated the Hispanic population had become in California. Latino immigrants were living in Los Angeles as if they had never left their native country. They remained poor, uneducated, and laboring at menial low-wage jobs with a stubborn resistance to learn English.
Ernesto’s parents were bilingual and spoke Spanish at home until he reached the second grade. His teacher told his parents, “Teach this boy English or go back to Mexico.” As a result his parents began a long crusade of English immersion. Although his early struggles to learn English as a first-grader along with subsequent remedial English classes, challenged his confidence they fueled a determination to succeed. As an adult, he expanded his skills, completing a Masters’ Degree in Counseling from the University of La Verne, hosting an educational cable television show, and becoming committed to lifelong learning.
Buy your copy of Ernesto Caravante’s Clipping Their Own Wings
Click here to purchase Clipping Their Own Wings
In Clipping Their Own Wings The Incompatibility between Latino Culture and American Education, Caravantes describes how the Latino culture itself is the culprit for Hispanic underachievement in the United States. He explains how Hispanics can advance themselves in society, without necessarily having to give up the beauty, spirit and lyricism that have given so much richness to Latin American culture.
To listen to the interview, scroll down until you see “Podcast” on the right hand side, then select “HMPR Ernesto Caravantes,” click on the play button below or download the MP3 file to your iPod or MP3 player to listen on the go, in your car or at home. To download it, click on the arrow of the recording you wish to copy and save it to disk. The podcast will remain listed in the June 2007 section of the podcast archive.
Click the button to hear the podcast:
Target Latinos effectively by anticipating changes in the market with
“Hispanic Projections” 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 for details on “Hispanic Projections”
Posted by Elena del Valle on June 22, 2007
A scene from “Ladron Que Roba A Ladron“
Photos: Dan Austin, Richard Azurdia
Los Angeles, California – “Ladron Que Roba A Ladron,” a heist caper movie in the tradition of “Ocean’s Eleven” pulled off by a group of immigrant workers who team up to rob an evil, wealthy entrepreneur, is scheduled for release in 300 theaters nationwide August 31, 2007. Named for a Latin American proverb that means a thief who steals from a thief will receive 100 years of forgiveness, the Lionsgate movie features a motley crew of underdogs, undertaking an impossible task, with improbable odds.
The 98-minute Spanish language comedy follows two crack thieves, Emilio and Alejandro, who get together to rob the biggest thief they know, Moctesuma Valdez. Valdez, a TV infomercial kingpin, made his fortune selling worthless health products to poor Latino immigrants. Although the millionaire’s empire is next to impossible to infiltrate, Emilio and Alejandro decide that getting hired as day laborers they can rob Valdez.
Actor Richard Azurdia
To overcome their fear they decide on a practical solution: use real day laborers. They form a team of criminal amateurs including Julio, a TV repair shop employee and electronics expert; Rafa and Rafaela, a valet and his mechanic daughter in charge of transportation; Miguelito, a Cuban refugee actor and master of disguises; and Anival, a metro-sexual ditch digger who plays the token heavy.
Cast members include Fernando Colunga, Miguel Varoni, Julie Gonzalo, Gabriel Soto, Ivonne Montero, Saul Lizaso, Richard Azurdia and Sonya Smith. The Jim McNamara Ben O’Dell project was written by Jojo Henrickson and directed by Joe Menendez.
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
-
Ins and outs of translations issues
-
How to select a translator
-
What to expect
-
How to save on translation costs
-
Much more
Click here to purchase Hispanic Market Translation Issues
Posted by Elena del Valle on June 21, 2007
Danny Crowe, president and founder, LATV
Photos: LATV Networks
Los Angeles, California – LATV Networks, a national bilingual music and entertainment network distributed via digital multicast, expanded its coverage. Six new affiliates will reach 14 additional markets. The affiliates are: WSJP (CW) Puerto Rico; KVIA (ABC) El Paso; KRNV (NBC) Reno; KYMA (NBC) Yuma/El Centro; KFDA (CBS) Amarillo; and KWES (NBC) Midland/Odessa. In addition to LATV’s new affiliates, Post-Newsweek stations in Houston, KPRC (NBC); Miami, WPLG (ABC); Orlando, WKMG (CBS); and San Antonio, KSAT (ABC) are also multicasting the network.
“All of us at LATV are very excited about extending our brand to the national audience. We look forward to creating a new community of viewers, advertisers and affiliates. LATV has always been forward-thinking, creating content for the young U.S. Latino audience,” said Danny Crowe, president and founder, LATV. “Our bilingual fare isn’t a response to focus groups or the latest trends. It’s what we have been about since our inception in 2001.”
LATV’s programming lineup will include audience favorites such as “Rokamole,” “LATV en Concierto” and “Mex 2 the Max” as well as “LATV Does Hollywood” and “Jukebox Requests.” The centerpiece of the new lineup is “LATV Live.” Running daily from 7 p.m. ET and 4 p.m. PT, it is described as “an interactive, edgy town hall-type” show. The audience is able to send text messages and call the program’s three hosts in real time. The live program features English and Spanish music videos, comedy, politics, pop culture and new artists.
Howard Bolter, president and COO, LATV
“LATV is here for the long haul, forging partnerships with such blue-chip companies as Post-Newsweek and affiliates nationwide. By utilizing ground-breaking technology, we are leap-frogging the traditional methods of program distribution to reach today’s bilingual youth market,” said Howard Bolter, president and chief operating officer, LATV. “LATV is about the hip Latino identity which is an integral part of today’s mainstream. Whether it’s through music, comedy or politics, LATV is a thoroughly new type of creative, right-on-the-mark outlet for young Hispanics’ ideas, aspirations and culture.”
An extensive search and 200 auditions, led to the selection of three Latino newcomers to anchor the three-hour “LATV Live.” They are Alexis de la Rocha, Christiann Castellanos and Guad Venegas.
“WSJP was planning on launching LATV later in May, but once we saw the network on the air, we wanted to be up immediately,” said Liliana Savulescu, general manager, WSJP, Puerto Rico. “Seven hundred thousand homes in Puerto Rico will get to see this very different, energized bilingual network that has created an incredible excitement at our station.”
Headquartered in Los Angeles, LATV has been on the air in the Los Angeles market since 2001. The network targets 12 to 34 year-old Latinos. LATV Networks, LLC is owned by Costa del Oro Media.
“Latino Media and Hispanic Media Training” audio recording
Presenters Federico Suverbi, Ph.D. and Elena del Valle, MBA
Find out about
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
Click here to purchase “Latino Media and Hispanic Media Training”
Comments:
Filed Under: Media
Posted by Elena del Valle on June 20, 2007
By Miguel Gomez Winebrenner, senior consultant, Cheskin
Miguel Gomez Winebrenner, senior consultant, Cheskin
Photo: Miguel Gomez Winebrenner
I decided to write this as a result of a conversation I had with a client of mine who, like many others I’ve talked to, was growing desperate and impatient with a colleague of hers in Latin America. As most multinational corporations do, her company has offices in just about every Latin American country and dealings between U.S. workers and local, in-country workers is something that happens frequently. These dealings are usually far from smooth. Americans complain that Latin Americans just go around in circles when asked a direct question- “I just get spin from them, no answers” my client said. Conversely, Latin Americans complain that Americans are too succinct, too impersonal, and too impatient.
My wife, who is a licensed attorney in both the U.S. and Latin America, told me something when she was studying at Northwestern Law School which I believe helps to understand the root of this stress and thus alleviate it, but can also help marketers in the U.S. to build more compelling communications aimed at U.S. Hispanics, particularly those less acculturated.
Click here to read the complete article
Read Miguel’s chapters on “Qualitative and Quantitative Research Strategies” and “Segmentation by Level of Acculturation,” in
Hispanic Marketing and Public Relations book
Click here to purchase Hispanic Marketing & Public Relations
Posted by Elena del Valle on June 19, 2007
Magazine Publishers of America
Photo: Magazine Publishers of America
New York, New York – Magazine Publishers of America (MPA) issued a new edition of the Hispanic/Latino Market Profile, a 20-page document designed to help publishers, advertisers, and retailers better target Latinos in the United States. The report is part of a series of profiles of demographic segments in America. The sources for the Profile were the U.S. Census Bureau, Synovate U.S. Diversity Markets Report 2006 and Selig Center’s Multicultural Economy Report 2006.
First published in print and posted online in 2003, the 2007 edition of the Hispanic/Latino Market Profile focuses on market updates and highlights population growth, sending power, and media habits.
According to the profile, by 2010 there will be 50 million Hispanics, accounting for 16 percent of the total U.S. population. By 2050, 28 percent of the U.S. population (122 million) is projected to be Hispanic. From 2000 to 2006 the purchasing power of Hispanics climbed more than 63 percent to $798 billion and by 2011 it’s expected to top $1.2 trillion.
The Market Profile indicates that 75 percent of Hispanic adults read over 11 magazine issues a month. It relies on data from a 2006 study by Synovate Research that indicates Hispanics engage more with magazines than with other major media.
“Latino Media and Hispanic Media Training” audio recording
Presenters Federico Suverbi, 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
Click here to purchase Latino media and Hispanic media training
Synovate researchers conducted 901 telephone interviews with magazine and non-magazine readers, and 250 non Hispanic respondents. The focus of the interviews was to determine attitudes toward magazines, Hispanic magazines in particular. Hispanic magazines were defined as magazines in English or Spanish targeting Hispanics.
According to the report, magazines are the medium that most provide practical advice to Hispanics. Three quarters of Hispanics respondents of the Synovate research agreed TV is more for “zoning or vegging out” than magazines. At the same time, experiences of community and emotional connection ranked higher in driving magazine engagement for Latinos than the general market.
The affinity Hispanics feel about magazines overall extends to magazine advertising. About 63 percent of Hispanic readers agreed “I like magazine advertising,” and half said “I trust magazine advertising.”
The Market Profiles were developed by MPA “to help marketers understand the evolution of their customers and how they buy products and services.” The Market Profiles address the impact of rapidly growing segments of the U.S. population, offering research on market segmentation, population growth and trends, areas of geographic concentration, language preference, teen and youth markets, magazine readers and reading preferences, as well as top advertising categories, advertisers and agencies.
Sponsors for the Hispanic/Latino Market Profile include Mediamark Research Inc. and Quebecor World. Magazine Publishers of America is an industry association for consumer magazines. Established in 1919 and headquartered in New York City, MPA represents more than 240 domestic publishing companies with 1,400 titles, more than 80 international companies and more than 100 associate members. Ten percent of MPA members target Latinos.
Posted by Elena del Valle on June 18, 2007
Search Engine Strategies Latino
June 18-19 | Intercontinental Hotel, Miami, Florida
Register by Friday, June 1 and save $100.
Exclusive Hispanic MPR subscriber offer: Save an additional 10% off when you use priority code 10HMPR.
Search Engine Strategies Latino is a 2 day, multi-track conference that specifically addresses search engine advertising (SEM/SEO). This event features presentations and panel discussions from industry experts including representatives from the search engines themselves; interactive and in-depth sessions & workshops; and an exclusive look at the latest search trends & developments. This is our 2nd annual conference and remains the only event dedicated to search and its place within the corporate marketing mix. En Español | Em Português
For more information visit us at http://www.seslatino.com/.
Posted by Elena del Valle on June 18, 2007
Sweet Electra “Lying to be Sweet” album cover
Photo: La Corporacion Muzic
La Corporación Muzic will release electronic band Sweet Electra’s latest album, “Lying to be Sweet,” in U.S. stores June 26, 2007. The album will include the single “Firefly” and two bonus remixes. Other song titles include: “Intro,” “La Lune,” “Kum-v-e,” “Gemido,” “Assim,” “Jazzsweet,” “Dous Corpos,” and “My Own.”
In September of 2006, Sweet Electra headlined New York City’s Celebrate Mexico Now festival. The group kicked off the celebration at Joe’s Pub and played shows at Galapagos Art Space in Brooklyn and Carlitos Café in East Harlem. Sweet Electra rounded out the series of concerts at a private party at Lincoln Center in honor of Mexican film director Alfonso Cuaron. Heather Graham, Ethan Hawke and Spanish film director Pedro Almodovar attended the event.
In addition, according to promotional materials, Sweet Electra has performed at dozens of sold-out concerts in Mexico, and international festivals including Romeries of May in Cuba, Festival Vive Latino in Mexico City, Peak of Tajin in Veracruz, and DJ Tour MOTO Motorola in Mexico and Europe.
The single “Firefly,” has been featured on compilations in South Africa, Spain, Germany, England, United States and Japan. The single was also remixed by DJs Ben Watt EBTG, David Alvarado and Wally Lopez. Sweet Electra has worked with Mexican artist Cecilia Batida of Tijuana NO and Japanese artist Sakiko Yocko. Additionally, Sweet Electra’s lead singer, Nardiz Cooke, is a graduate of Fermatta Music Academy, where Natalia Lafourcade, Liquits and Joselo of Café Tacuba studied.
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.
Reach Hispanics online today with
“Marketing to Hispanics Online” audio recording
Identifying and characterizing the booming Hispanic online market
Joel Bary, Alex Carvallo and Matias Perel
Find out about
• The 16 million Latino online users
• Latino online users by gender
• What they do online
• Their language preferences
• How to reach Hispanic urban youth online
• What affects their online behavior
• What influences their purchases
Click here to purchase a recording on marketing to Hispanics online
To listen to the single “Firefly” from the “Lying to Be Sweet” album click on the play button below.
Click the button to hear the podcast:
Click here to sponsor a HispanicMPR.com podcast
Posted by Elena del Valle on June 15, 2007
Salsa, Soul and Spirit book cover
Photo: Berrett-Koehler
Juana Bordas, president, Mestiza Leadership International, has made a career out of leading and coaching future leaders. In her first book, Salsa, Soul, and Spirit: Leadership for a Multicultural Age (Berrett-Koehler Publishers, $17.95), a May 2007 title, she shares insights on multicultural leadership gained from interviews with national multicultural leaders and her career long experience.
In the 226-page paperback book, she describes eight core leadership principles she feels are common to Latino, African-American and American Indian cultures. She also discusses how incorporating these principles into mainstream leadership efforts will result in more effective and inclusive strategies than those commonly adopted. In addition to interviews with national multicultural leaders, the book includes historical background and the author’s reflections.
“The purpose of Salsa, Soul, and Spirit is two-fold. First to integrate the wisdom and experience of Latino, Black and American Indian communities into a new and more inclusive form of leadership for our country that is more suited to our multicultural age and global village,” said Bordas. “Second to find the common ground in the way communities of color exercise leadership which will cultivate a great unity and ability for them to work together more effectively.”
In the book, Bordas shares the insights gained from interviews with 11 American Indian, African American and Latino leaders. The American Indian leaders are Ada Deer, John Echohawk, LaDonna Harris, and Benny Shendo, Jr. The African American leaders are James Joseph, Ph.D., Lea Williams, Ed.D and Andrew Young.
The Latino leaders Anna Escobedo Cabral, Treasurer of the United States; Antonia Pantoja, Ph.D., Puerto Rican Civil Right Movement activist; Federico Peña, managing director, Vestar Capitol Partners; and Raul Yzaguirre, former president of the National Council of La Raza.
A Colorado resident and former U.S. Peach Corps volunteer, Bordas is a founder of Mi Casa Women’s Center and was the first president and chief executive officer of the National Hispana Leadership Institute. Bordas is a former faculty member of the Center for Creative Leadership, an international executive leadership program. She was initiated into the Colorado Women’s Hall of Fame and was recognized by the U.S. Peace Corps with the Franklin Miller Award for her dedication to advancing communities of color.
Click here to purchase Salsa, Soul, and Spirit
Comments:
Filed Under: Books
Posted by Elena del Valle on June 14, 2007
8th Annual Hispanic Boom Profitable Brand Strategies
June 14 -15, 2007
Wilshire Grand – Los Angeles, CA
The Hispanic market continues to soar. As purchasing power of the consumers reaches new highs, the competition to win, woo and engage this robust market makes this an even more exciting play. This advanced Latino marketing conference has a track record of bringing together trail blazers and Fortune 1000 brand teams.
Find out what brands like GE Money Personal Finance, Circuit City, Wells Fargo, MountainKing Potatoes, Albersons/SuperValu, AARP, Countrywide Home Loans, Lending Tree are battling for the mind, wallets and hearts of Latino consumers. The National Latino Children’s Institute will outline opportunities and challenges for non-profit organizations.
This senior-executive conference brings together an impressive line up of thought-leaders and experts who will take you to the next level of success in your Hispanic marketing efforts.
For details, visit www.srinstitute.com/M0907
