Posted by Elena del Valle on April 19, 2007
Juan José Nuñez, vice president, Operations, StarMedia
Photo: StarMedia
Miami, Florida – Although it’s parent company, Wanadoo, is changing names, StarMedia will maintain its brand. StarMedia, a multi-platform media organization wholly owned by Wanadoo, serves three million U.S. Hispanics. Wanadoo, now Orange, is one of Europe’s largest online companies.
As a part of the global re-branding campaign, StarMedia plans to maintain its brand name, and incorporate the Orange footer on the company Spanish language website Starmedia.com.
“We’re very proud to be preserving our own identity, in view of this major new global branding effort by Orange parent company France Telecom Group,” said Juan José Nuñez, StarMedia’s vice president of operations. “This decision speaks directly to the success and brand loyalty the StarMedia name has come to enjoy.”
The Orange brand name was born in the United Kingdom in 1994 as a mobile phone service provider. The idea behind Orange was to offer a new identity with a rational and emotional appeal. Over the past few years, France Telecom Group has been extending the Orange brand to incorporate mobile, fixed line, Internet and TV offers.
StarMedia.com is a free-to-web service connecting more than 22 million Spanish-speakers through the Internet, StarMedia has local operations in Mexico, Spain and the United States (Los Angeles, Miami and New York). Orange is a subsidiary of the France Telecom Group (NYSE: FTE).
“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
- Internet use by Hispanics
Click here to purchase a recording about search engine marketing to Hispanics
Posted by Elena del Valle on April 18, 2007
Nueva magazine cover
Photo: Maya Magazines
Operating under its U.S. name, Maya Magazines, Mexico city based Notmusa publishing will launch Nueva, an English language magazine targeting English dominant U.S. Latinas between 25 and 44 years of age. Initial circulation for the 120-page magazine will be 100,000 and the premier issue will be published September 2007.
First (foreign born), second (U.S. born of foreign born parents) and third generation (U.S. born of U.S. born parents) Latinas are the magazine’s target audience. Although Notmusa has been publishing a Mexican edition of Nueva magazine with a circulation of 120,000 since 2004; publishers of the U.S. Nueva promise the new magazine will have content specific to U.S. Hispanic women’s interests and not be a translation of its sister magazine in Mexico.
From an editorial perspective, Nueva, will be divided equally into three main categories fashion, lifestyle, and beauty. There will also be articles on entertainment, cooking, health and fitness, advice and relationships and home decor. Susy Ferrer is the magazine’s editor and Mónica Angulo is in charge of sales.
According to promotional materials, Notmusa has been in business for 51 years in Latin America. Other publications in its roster include Veintitantos, Ser Mama, and Notas Para Ti. In the United States, its first publication was TVnotasUSA. Maya Magazines operates out of in Miami Beach, Florida.
“Latino Media and Hispanic Media Training” audio recording
Presenters Federico Suverbi, Ph.D. and Elena del Valle, MBA
Click here to purchase a downloadable or CD audio recording with Latino media and Hispanic media training presentations by Federico Subervi, Ph.D and Elena del Valle, MBA
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Filed Under: Media
Posted by Elena del Valle on April 17, 2007
Luis J. Echarte, chairman, Azteca America
Photo: Azteca America
Los Angeles, California – In 2006, according to a Bigresearch study reported on eMarketer, 65 of adults and 74 of teens in the U.S went online while watching TV. Hoping to draw online and TV audiences, Azteca America and Terra Networks have joined to create a co-branded Internet site powered by Terra.com and showcasing Azteca America content via online video. Through the new alliance the companies hope to reach Spanish dominant Latinos who go online while watching television.
The organizers plan to encourage audience interactivity in real time through polls, live chats, and community pages. Site access is via Aztecamerica.com and Aztecaamerica.terra.com.
“This venture is the marriage of two leading players in Hispanic media, and we are excited about synergies going forward,” said Luis J. Echarte, chairman of Azteca America. “Aside from the proven portal management experience, clients have the best of both broadband and broadcast worlds to maximize their brands.”
Under the agreement, Terra Networks will be responsible for hosting and editing content with the collaboration of Azteca America. In addition to displaying TV Azteca’s extensive content, the site is supposed to feature exclusive U.S. Hispanic content including headline video reports from “Noticiero Azteca America,” Azteca’s daily news program.
The new website is expected to have special in-depth features and video clips from “Suegras,” a new Azteca America reality series. Promoters hope the show, coupled with visitor’s online interaction, will drive additional users to the portal. Online sales for the site will be handled by Terra Networks with coordination for television sales with Azteca America.
“Now is the ideal time to leverage the online TV multitasking space, with the majority of U.S. households on broadband,” said Fernando Rodriguez, chief executive officer of Terra Networks. “Terra Networks and Azteca America are delighted to step up to the challenge to create both a compelling user experience for our combined, tech savvy audiences and exciting interactive opportunities for advertisers, such as live chat sponsorships occurring during the TV shows.”
Azteca America is a wholly-owned subsidiary of TV Azteca S.A. de C.V, one of the largest producers of Spanish language television content in the U.S. Terra.com, the U.S. Hispanic arm of the Terra Networks group, provides a portal and services to Spanish speaking users.
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
Click here to purchase an audio recording with a presentation on marketing to Hispanics online by Joel Bary and interviews with Joel Bary, Alex Carvallo and Matias Perel
Posted by Elena del Valle on April 16, 2007
IQPC 2007 Multicultural Marketing Summit
April 16-18, 2007
Miami Beach, Florida
http://www.iqpc.com/cgi-bin/templates/genevent.html?topic=236&event=12434&
April 2007
Posted by Elena del Valle on April 16, 2007
Eric Weymueller, motion picture producer
Photo: Eric Weymueller
A podcast interview with Eric Weymueller, motion picture producer and chief executive officer, zyntroPICS, Inc., is available in the Podcast Section of Hispanic Marketing & Public Relations, HispanicMPR.com. During the podcast, he discusses cybernovela Alamo Heights SA with Elena del Valle, host of the HispanicMPR.com podcast.
Eric’s prior affiliations include Warner Bros., Universal, National Lampoon, Alliance Atlantis, The WB Network, Regency Television. Additionally, he established emerging media and technology businesses in digital effects and streaming video. He boasts of extensive international co-production experience. More recently he has committed his efforts to original, ad supported, Internet television production and distribution.
Discover how to reach Latinos in language today with
“Hispanic Market Translation Issues” audio recording
Presenter Martha E. Galindo
Certified translator and translation company owner Martha E. Galindo explains why it’s important to reach your clients in language to convey your message effectively. She walks you through the ins and outs of translations issues, how to select a translator, what to expect, how to save on translation costs and much more.
Click here to purchase a downloadable or CD audio recording presentation and bonus discussion on Hispanic Market Translation Issues by Martha E. Galindo
To listen to the interview, scroll down until you see “Podcast” on the right hand side, then select “HMPR Eric Weymueller,” 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 to disk. The podcast will remain listed in the April 2007 section of the podcast archive.
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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
Click here to purchase a recording with a presentation on marketing to Hispanics online by Joel Bary and interviews with Joel Bary, Alex Carvallo and Matias Perel
Posted by Elena del Valle on April 13, 2007
The Puerto Rican Diaspora book cover
Photo: Temple University Press
In The Puerto Rican Diaspora: Historical Perspectives, published September 2005, nine contributors, including the book’s two editors, set out to dispel two common misperceptions about Puerto Ricans in the United States; that the majority of Puerto Ricans live in New York City, and that they are recent arrivals to the United States. The price of the book is $22.95.
The 306-page soft bound book, published by Temple University Press, was selected 2006 Outstanding Academic Title by Choice magazine, a division of the American Library Association. In the 10-chapter book, the authors share eight stories of settlement and community building, and focus on the economic, political, social effects of the Puerto Rican migration from 1900 to the present.
According to the authors, Puerto Ricans arrived in Hawaii in 1900. They also established communities in the eastern seaboard with noticeable communities in New York City and Philadelphia in Pennsylvania. Following World War II, large Puerto Rican communities were established in the Midwest and New England.
The book was edited by Carmen Teresa Whalen and Víctor Vázquez-Hernández. In addition to the editors, Linda C. Delgado, The College of Mt. St. Vincent; Ruth Glasser, University of Connecticut; Iris O. López, City College of New York; Félix V. Matos Rodríguez, Hunter College; Eugenio “Gene” Rivera; Maura Toro-Morn, Illinois State University; and Olga Jiménez de Wagenheim, Rutgers University, Newark contributed chapters to the book.
Whalen is associate professor of history at Williams College and author of From Puerto Rico to Philadelphia: Puerto Rican Workers and Postwar Economies (Temple, 2001). Vázquez-Hernández is an adjunct orofessor of history who teaches Latin American studies, American studies and U.S. history.
Click here to purchase The Puerto Rican Diaspora
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Filed Under: Books
Posted by Elena del Valle on April 12, 2007
Miguel Gonzalez, vice president of Latino sales, Hy Cite
Photo: Hy Cite
Hy Cite Corporation, with the help of The San Jose Group as its Hispanic agency of record, recently launched a mid-seven figures 2007 campaign targeting Spanish dominant Latinos. It is the company’s first branding and marketing Spanish language television oriented campaign for the Royal Prestige® product line. The new 30 and 60-second ads began airing, in the first quarter of 2007, on Spanish-language networks Univision, Telemundo and Galavision.
According to a San Jose Group spokesperson, the primary target audience is Hispanic women heads of household between 18 and 49 years of age. The secondary target audience is Latino men heads of households, who marketers believe heavily influence final decisions on major purchases for the home.
A Royal Prestige starter kit, featuring a 10.5 inch skillet with cover, a 4-quart Dutch Oven with cover, an 8-inch skillet with cover and a 1.5-quart saucepan with cover costs about $1,400.
“These products are ‘the Mercedes’ of cookware,” said George L. San Jose, president and chief operating officer of the San Jose Group. “While Hy Cite has been successful at generating Hispanic sales over the years, our task will be to put a face on this brand to pre-sell the customer and make its sales force’s job even easier. We are connecting the brand and the consumer to their core purpose.”
The first execution, a 60 second spot, “Transitions,” departs from the traditional cooking demo, infomercial approach most commonly used in this category. Created with a “stylized, retro-chic” concept in mind, the spot places Royal Prestige® pots and pans center stage as glimmering props held by well coiffed women dancers who twirl and glide to a Latin beat. The commercial ends with the tagline “Cocina al Máximo” (Cook to the Max).
“We’re excited about how this marketing initiative will re-introduce our brand’s image to our consumer,” said Miguel Gonzalez, vice president of Latino sales for Hy Cite. “In the end, it will help our distributors do what they do best, which is sell.”
Hispanic customers account for 85 percent of Royal Prestige total retail sales of $260 million since 2003. At the same time, according to several online sources, numerous complaints have been filed against the company which has been sued by four states for misleading sales representations, deceptive and illegal business practices.
“Like many direct selling organizations that use independent distributors, we have faced some challenges with some of our distributors’ selling practices. However, we have taken steps to resolve this issue,” said Gonzalez. ”Last year, we became a member of the Better Business Bureau where we currently hold a satisfactory record, indicating that we have properly addressed these previous matters referred by the Bureau.”
Hy Cite, owner of the Royal Prestige® brand, is a direct marketer of cookware, kitchen items, dinnerware, fine china, juice makers, kitchen knives, and water filters. Royal Prestige® and its Health System™ cookware are touted for waterless and greaseless cooking. 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.
Reach Latinos consumers with electronic publicity tools with
“Electronic Publicity and Broadcast Public Relations” audio recording
David Henry presenter
Broadcast publicity expert David Henry shares insights drawn from years of experience to help you target Latinos effectively during this presentation and interview.
Find out how: to reach Latinos with electronic publicity; how many TV stations offer news programming in Spanish in the U.S.; which markets have the number one newscasts in Spanish; which markets offer bilingual news TV programming; and much more.
Click hereto purchase a downloadable or CD audio recording with a presentation on Electronic Publicity and Broadcast Public Relations by David Henry
Posted by Elena del Valle on April 11, 2007
Tom Rosenstiel, director, Project for Excellence in Journalism
Photo: Tom Rosenstiel
Washington, D.C. – According to “The State of the American News Media, 2007,” a new 160,000 word report on the state of journalism in America by the Project for Excellence in Journalism,(PEJ), Spanish language and other ethnic media are the only major media sectors with audience growth. The findings represent the group’s fourth annual edition.
Report contributors believe ethnic media is becoming more complex, in part because the number of foreign-language speakers has grown and spread across the country, creating new markets for ethnic outlets. Although the report points to 2006 as the first time a higher percentage of the U.S. Latino population resulted from births than from immigration; in relation to Hispanic audiences, the researchers focused on Spanish language media almost exclusively.
They theorize that predicting how U.S. born Latinos will interact with foreign-language press may be challenging, especially because they believe Spanish language and other ethnic media are less likely to have an online presence than mainstream press. At the same time, there were no salient references to English language media targeting Latinos.
“Trends that we have been tracking now for four years are reaching a pivot point,” said Tom Rosenstiel, director, Project for Excellence in Journalism. “Only one media sector, the ethnic press, is still growing, and every measurement for audience, even page views and visitors, is now being questioned. Things are now moving faster than companies can even recognize. Mainstream news media are adapting, in part, by focusing on specialties. In a sense, every outlet is becoming more of a niche player with reduced ambitions.”
One of the key findings of the study is that blogging is about to enter another phase likely to include scandal, profitability for some, and a “splintering into elites and non-elites over standards and ethics.” The researchers point out that popular bloggers are converting into businesses or being purchased by traditional media companies.
“The State of the American News Media, 2007,” is a 700-page comprehensive study of the state of U.S. journalism by PEJ, a project of the Pew Research Center in Washington, D.C. and funded by The Pew Charitable Trusts. According to promotional materials, the Project for Excellence in Journalism is a nonpartisan, non-political research group. The study was produced with the help of Rick Edmonds of the Poynter Institute, Andrew Tyndall of ADT Research and a number of industry “readers.”
The study includes detailed information on nine media sectors: newspapers, magazines, network television, cable news, local TV, the Internet (including blogs), radio, ethnic press and alternative media. For each sector, there is information on content analysis, audience, economics, ownership, newsroom investment, and public attitudes.
Discover how to reach Latinos in language today with
“Hispanic Market Translation Issues” audio recording
Presenter Martha E. Galindo
Certified translator and translation company owner Martha E. Galindo explains why it’s important to reach your clients in language to convey your message effectively. She walks you through the ins and outs of translations issues, how to select a translator, what to expect, how to save on translation costs and much more.
Click here to purchase a downloadable or CD audio recording presentation and bonus discussion on Hispanic Market Translation Issues by Martha E. Galindo
Posted by Elena del Valle on April 10, 2007
Ralph Herrera, president, Lanza Group
Photo: Lanza Group
Fiesta Atlanta, a Hispanic themed Cinco de Mayo celebration, is set to premier on Sunday, May 6, 2007 at Centennial Olympic Park in Atlanta, Georgia. Organized in collaboration between Lanza Group LLC and Entertainment Design Group, Inc., the festival will run from 10 am through 7 pm and feature local and national musical acts performing on the park’s main stage as well as children’s entertainment.
Additionally, event planners expect to include an artist’s market and food from Latin American countries at the festival. They hope attendance reaches 25,000. Admission will be free. Event sponsors include Amtrak, Atlanta Aquarium, Anheuser Busch, Delta Airlines, Hyatt Hotels Atlanta, and Monster Energy, Mrs. Winner’s Chicken & Biscuits, and State Farm.
“Anheuser Busch realizes the importance of Atlanta’s and the region’s growing Hispanic community and is proud to embrace the Latino market by participating in a quality event like Fiesta Atlanta ’07. We expect Fiesta Atlanta ’07 to grow into the largest Cinco de Mayo celebration in the Southeast United States,” said Cassandra Clouser, manager, Field Media Services, Anheuser Busch.
“We are extremely happy to count upon the support of such a terrific organization with strong ties in the Hispanic community, as the Atlanta Silverbacks are. They are a great and valuable addition to Fiesta Atlanta and will add even more excitement to this day of music, food, fun, games and wholesome family entertainment,” said Ralph Herrera, president, Lanza Group, an Atlanta based, Hispanic market advertising and public relations firm.
Atlanta Silverbacks, Atlanta’s professional soccer team, will participate in Fiesta Atlanta. The Atlanta Silverbacks representatives will be present at the event all day and some of their star players will make appearances. The Silverbacks will sign autographs, take pictures with fans, and test the soccer skills of volunteers.
“Latino Family Dynamics” audio recording
Brenda Hurley and Liria Barbosa
Click here to purchase a downloadable or CD audio recording with extended information on Latino Family Dynamics by Brenda Hurley and Liria Barbosa
Posted by Elena del Valle on April 9, 2007
Singers Frankie Alvarado and Diana Mera
Photo: SGM Records
Singers Diana Mera and Frankie Alvarado recorded their first duet single which will be released in May 2007 as the promotional track of Mera’s second album. The song, “20 Pedacitos,” will also be included in Alvarado’s debut album when it’s recorded. Mera, who is also a songwriter, wrote the song in memory of a close friend who passed away. Alvarado recently joined the SGM Records label, the first La Academia USA singer to obtain a record deal.
“When Frankie got to the label, I already had the performer chosen for the duet of ‘20 Pedacitos’ but when I heard his voice, I stopped everything! I even postponed my recording dates to wait until he came back from Puerto Rico,” said Mera, who is a direct descendant of Juan León Mera, a writer and novelist. “I felt he was the angel that I needed for this song that I composed with Dany Tomas, who I respect immensely and who I thank for being an accomplice in my ideas and also for teaching me to fly confidently with my own style.”
“I think people will be able to identify with the song and they will apply their own experiences,” said Alvarado. “Recording with Diana Mera was good and fulfilling. We had a great time at the studio, we joked and everything but always focused on the job.”
According to promoters, “20 Pedacitos” finds it’s genre in pop rock. SGM Records produced the song with Tomas who is a producer and song writer.
Fan clubs for Mera and Alvarado opened in time for the release of the duet. The USA fan club for Mera, MySpace.com/dmera, opened the first week of April 2007. That same week, another fan club was established in Puerto Rico for Mera and Alvarado, MySpace.com/Diana_FrankieFanClub. SGM Records works closely with the fan club presidents. Judianny Ayala is president of Mera’s USA fan club and Betsy Santiago leads the Puerto Rico club.
To listen to a sample from the single duet “20 Pedacitos” with Frankie Alvarado and Diana Mera, click on the play button below.
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Discover how to reach Latinos in language today with
“Hispanic Market Translation Issues” audio recording
Presenter Martha E. Galindo
Certified translator and translation company owner Martha E. Galindo explains why it’s important to reach your clients in language to convey your message effectively. She walks you through the ins and outs of translations issues, how to select a translator, what to expect, how to save on translation costs and much more.
Click here to purchase a downloadable or CD audio recording presentation and bonus discussion on Hispanic Market Translation Issues by Martha E. Galindo
