Posted by Elena del Valle on December 11, 2006
Martha E. Galindo, president and CEO, Galindo Publicidad Inc.
Photo: Martha E. Galindo
A podcast interview with Martha E. Galindo, president and CEO, Galindo Publicidad Inc., is available in the Podcast Section of Hispanic Marketing & Public Relations, HispanicMPR.com. During the podcast, Martha discusses Hispanic market translation issues with Elena del Valle, host of the HispanicMPR.com podcast.
Martha is a native of Mexico with more than 20 years of experience. She has experience in marketing, organizational development and international customer service with companies in the United States, Mexico, Argentina and Chile.
Martha is the recipient of multiple awards for outstanding achievement in international trade, marketing, communications, and entrepreneurship. Her company was selected twice as a Florida 100 company by the University of Florida, a top honor recognizing rapidly growing, privately owned companies in the state of Florida.
A certified translator, Martha is a member of professional and community organizations such as the Coral Springs Rotary Club, American Translators Association. She is vice president of the Florida Chapter of the American Translators Association, board member of the Coral Springs International Partnerships, and Member of the National LEP Advocacy Task Force, a group of stakeholders who support anti discrimination laws on the basis of national origin because of language and cultural differences.
She earned a Master of Arts in Communications from Michigan State University and a Bachelor of Arts in Communications from Tecnológico de Monterrey in Mexico.
To listen to the interview, scroll down until you see “Podcast” on the right hand side, then select “HMPR Martha Galindo,” hit the play button 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 December 2006 section of the podcast archive.
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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
Posted by Elena del Valle on December 8, 2006
Alberto, eldest Montes son, played by Carlos Rodriguez
Photos: (c) 2006 alamoheightsSA Holdings LLC
Houston, Texas– Alamo Heights SA Holdings, LLC launched the first royalty-free, cross-cultural, Tex-Mex cybernovela soap opera with content formatted for the Internet and mobile devices. The show, alamoheightsSA, uses disruptive product placement and brand integration technology that producers predict will displace the traditional 30 second TV ad. Alamo Heights SA Holdings was formed by zyntroPICS INC., El Mundo Entertainment, and private Texas investment groups. Full episodes are available on multiple ad-supported Internet networks and portals, broadcast TV, and alamoheightsSA.com.
AlamoheightsSA is described in promotional materials as a “cross-cultural melodramedy, part soap, part novela, part paid cable drama.” Full of intrigue, romance, jealousy, back stabbing and sex, the series relates the struggles, betrayals, and intrigues that intertwine two Hispanic families and their jointly-run lingerie empire with headquarters in San Antonio, Texas and a factory in Monterrey, Mexico. The show producers promise a story fusing elements from the melodramatic telenovelas of Latin America, plots derived from modern pop culture and current events, creating a “melodramady” that explores unrequited love, Mexican-American border relations, and women’s undergarments.
“Even though Internet TV has become a multibillion dollar business with Google’s purchase of YouTube, it is still all about shaping compelling content and building a viable business model,” said Eric Weymueller, producer, Alamo Heights SA Holdings, LLC. “We are the first to do both. We’ve developed 40 four-act episodes with duration of 7-9 minutes each for a budget of just over $1 million. The program has proven to be very appealing to the 18-30 demographic and to female viewers in particular.”
Mirna played by Nataly Pena
The show is filmed in Spanish and English. Delivery will be via broadband Internet, IPTV, digital cable, podcasting, and mobile TV. The full episodes will be available on terrestrial television station group LAT TV (LatinAmerica Broadcasting, Inc.); and multiple ad-supported Internet “networks,” including Brightcove, Guba, VEOH and Kiptronic/Liberated Syndication for iTunes; with supplemental and marketing content available through the additional viral video sites, including YouTube, Revver, Vimeo, Grouper and two MySpace pages.
“We are very excited about carrying the alamoheightsSA program on our network” said Patricia Torres-Burd, executive vice president of Programming for LAT TV. “We believe that it will be very appealing to our viewers in the targeted demographic because the quality of content and production fits within our mission to raise the level of Spanish language television. Eric Weymueller and Lynn Birdwell have assembled a great cast and team and the result is stunning. Eric’s vision for what the future of media holds in his integration of both over the air and broadband content is aligned to our mission of better serving our audiences with relevant content.”
The first 12 pilot episodes will be released between November 20 and December 20, 2006. The program has a tie-in with the fictitious line of lingerie featured in the series, hauT’amales, and the real manufacturer’s online store, yumdrop.com. The first three episodes can be viewed on show’s website, AlamohightsSA.com.
Community supplemental content for the program includes blogs from the show’s characters and viewers are encouraged to enact their own scenes on alamoheightsSA’s “Your Show” page. One of the lead characters has her own MySpace® page and website, entitled lingeriemodelconfessions.com. The website will also offer an assortment of behind-the-scenes material on topics such as, “character vlogs” and interviews with the cast, crew and creators.
The AlamoheightsSA concept was created by San Antonio native Rick Cuéllar of El Mundo Entertainment and developed by Texas-based production company zyntroPICS, INC. The production team includes Rick Cuéllar, executive producer; Joanna Robinson, showrunner and executive producer; Eric Weymueller, producer; and Lynn Birdwell, co-producer.
Posted by Elena del Valle on December 7, 2006
J. Alex Gomez, director, Marketing,
Photos: ImpreMedia
New York, NY – ImpreMedia recently promoted Erich Linker to senior vice president of Sales and appointed J. Alex Gomez director of Marketing. In his new job, Gomez will take charge of all corporate-wide marketing efforts to generate circulation/readership growth, sales growth, audience satisfaction, and optimization of ImpreMedia brands of newspapers, magazines, and online platforms. Gomez joined ImpreMedia in July as director of Marketing for La Opinion®. Prior to that he worked 20 years in the advertising industry on leading brands such as McDonalds, Nike, Pepsi, and Mitsubishi Motors.
In this position, Linker will be responsible for corporate-wide ad sales initiatives for ImpreMedia newspapers, magazines, and online platforms, and manage strategies to enhance the quality of sales leadership in all divisions. Linker was responsible for national advertising sales for the company since 2004.
Erich Linker to senior vice president of Sales
“ImpreMedia’s sales have grown dramatically under Erich’s inspired leadership. As well, he has become an important part of our executive team as we assess the sales opportunities for both new and potential acquisitions. This new position reflects more accurately Erich’s growing role with the corporation,” said John Paton, chairman and CEO, ImpreMedia.
“Alex brings a wealth of experience and talent to his new role at ImpreMedia. He is the right person at the right time to enhance the marketing efforts of the fastest growing Spanish-language media company in the U.S.,” Paton said.
ImpreMedia is one of the top Spanish language newspaper and online news publishers in the United States. ImpreMedia publishes El Diario La Prensa and El Diario Contigo in New York, El Mensajero in the San Francisco bay area, La Opinion® and La Opinion® Contigo in Los Angeles, La Prensa in Orlando and Tampa and La Raza in Chicago, leading Spanish language newspapers in their respective markets.
Posted by Elena del Valle on December 6, 2006
By P. Michael McDermott, APR, Fellow PRSA
P. Michael McDermott, APR, Fellow PRSA
Photo: P. Michael McDermott, APR, Fellow PRSA
Public relations practitioners in the United States should no longer view public relations as merely involving the “Lower 48 states.” We live in an interconnected, interdependent, “24/7” world where financial transactions, currencies, commodities and information flow more or less unimpeded at the speed of light across national boundaries and across cultural divides.
I view the field of International Public Relations not only as a necessity in the 21st Century but also as “a world of opportunity” for U.S. public relations practitioners, as well as for the companies and organizations we serve. If you imagine the field of public relations as a chess game where there are numerous opportunities, threats and possible combinations, think of international public relations as a three-dimensional chess game where the consequences of a single move can have multiple outcomes.
Click here to read the complete article
“Latino Media and Hispanic Media Training” audio recording
Presenters Federico Suverbi, Ph.D. and Elena del Valle, MBA
To purchase a downloadable or CD audio recording with presentations on Hispanic media training by Elena del Valle and on Latino media by Federico Subervi, Ph.D. visit the HispanicMPR.com Resources Section
Posted by Elena del Valle on December 5, 2006
Antonio Mugica, founder and CEO, Smartmatic Group
Photo: Latin CEO International
Boca Raton, Florida – The First Annual Latin CEO International Summit, to be held April 19-22, 2007 at the Boca Raton Resort and Club in South Florida, will focus on international commerce, politics, real estate, energy and security issues in the Americas. Antonio Mugica, founder and CEO of Smartmatic Group, described in promotional materials as one of Latin America’s largest technology companies, will address attendees during the conference.
Mugica is expected to discuss how to make sure technology benefits society. Organizers, who expect more than 100 Latin CEOs to attend, plan to recognize Domino’s Pizza Founder Tom Monaghan during the event for his efforts establishing Ave Maria University of the Americas in Nicaragua.
“We envision a world in which secure technology will greatly improve all business and government processes and we are actively working to materialize the future now,” said Mugica.
“We’re thrilled Mr. Mugica will share his vast knowledge and experience with our illustrious attendees,” said Jorge Palacios, President of Latin CEO International. “We also look forward to honoring another great entrepreneur, Tom Monaghan, for his support of higher education in Latin America.”
Latin CEO International, based in Boca Raton, is a professional organization serving the special needs, interests and aspirations of Latin chief executives. The company serves as a facilitator, providing opportunities for CEOs to share business information with peers, test ideas and strategies, and learn from their colleagues
Posted by Elena del Valle on December 4, 2006
Daniel Eilemberg, editor, Hispanic magazine
Photo: Hispanic magazine
A podcast interview with Daniel Eilemberg, editor, Hispanic magazine, is available on the Podcast Section of Hispanic Marketing & Public Relations, HispanicMPR.com. During the podcast, he discusses online marketing to Hispanics with Elena del Valle, host of the HispanicMPR.com podcast.
Daniel Eilemberg’s professional experience encompasses leading executive positions at prominent production and media companies. After finishing high school, Daniel started working for NTC News, one of Colombia’s leading TV production companies. At 16 he was named associate producer for NTC’s news division. Soon after, Daniel moved to London, England to pursue his B.A. in Film and Television Production at the University of Westminster. He also received a certificate in Media and Communication Studies from The London Institute.
After graduation, Daniel moved to Los Angeles, where he worked at Fountainbridge Films, the production company headed by Sean Connery. In 2002 Daniel began work in the creative department of famed studio Metro-Goldwyn-Mayer. During his time there Daniel worked closely with MGM’s senior management team in the production of projects such as “Walking Tall,” “Be Cool,” “The Amityville Horror,” “The Pink Panther,” “Hotel Rwanda” and “Into the Blue.”
In 2005, Daniel relocated to Miami, Florida to lead the editorial team of LOFT Magazine, one of the country’s leading lifestyle publications aimed at affluent Hispanics in the U.S. Daniel was most recently named editor of Hispanic magazine, the country’s third largest English language magazine for the Hispanic community. Owned by Editorial Televisa, the magazine reaches over 300,000 households monthly. He also authors regular articles and columns in journals and magazines.
To listen to the interview, scroll down until you see “Podcast” on the right hand side, then select “HMPR Daniel Eilemberg,” hit 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 December 2006 section of the podcast.
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Click here to sponsor a HispanicMPR.com podcast
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
To purchase a downloadable or CD audio recording with a presentation on marketing to Hispanics online by Joel Bary and interviews with Joel Bary, Alex Carvallo and Matias Perel visit the HispanicMPR.com Resources Section
Posted by Elena del Valle on December 1, 2006
Eva Yerbabuena
Photo: José Luis Álvarez
Miami, Florida — Eva Yerbabuena, described in promotional materials as one of the biggest names in the flamenco world, will make her Miami debut, along with her company of dancers and musicians at Carnival Center for the Performing Arts on Saturday, December 2 with a second performance on Sunday, December 3. The performances of Eva Yerbabuena Ballet Flamenco, presented by Carnival Center in collaboration with Fundación Autor, will take place at 8 p.m. in the Sanford and Dolores Ziff Ballet Opera House with cost of admission beginning at $15.
For the first time in Miami, after sellout shows and superlative reviews in London, Paris, Tokyo, and New York, Yerbabuena and her company promise Miami audiences “an expressive, intense combination of palos, the varied subsets of flamenco, including buleria, guajira, alegrias and seguirilla.”
As a child growing up in Granada, Eva Yerbabuena studied with some of the great teachers of the city, traveling to Seville to study dramatic arts when she was in her teens, and later to Havana to study choreography with Johannes García. In 1985, she began dancing professionally with Rafael Aguilar and then joined Paco Moyano in a Hispanic–Cuban production. Over the next few years, she collaborated with other flamenco artists, including Javier Latorre, Manolete, and Merche Esmerelda.
In 1997, she appeared in “Flamenco Women,” a documentary by filmmaker Mike Figgis, who also directed “Leaving Las Vegas.” In the same year, she choreographed her first full–evening work, “La Garra y el Ángel.” A year later, the choreographer Pina Bausch asked her to dance at her company’s 25 anniversary celebrations in Germany, where she appeared with Mikhail Baryshnikov.
The same year, she choreographed her show “Eva,” which had its premiere at the Seville Biennale. She followed with “5 Women 5.” In 2001, she appeared in “Hotel,” an experimental film by Mike Figgis, with John Malkovich, Burt Reynolds and Selma Hayek. Soon after, she appeared in “Pulse,” Stomp’s award–winning IMAX film. Yerbabuena received the prestigious Giraldilla award at the Seville Biennial, was awarded the Flamenco Today prize three years in a row, the Spanish National Dance prize in 2001 and a Time Out Best Performance award for her British debut in 2002.
In conjunction with these performances, Carnival Center’s education and outreach department will offer master classes featuring live musical accompaniment taught by Ballet Flamenco company member Mercedes Ruizon on Sunday, December 3, for beginners and intermediate/advanced dancers. For additional information on Carnival Center’s education programs, visit CarnivalCenter.org
Posted by Elena del Valle on November 30, 2006
Laura Rosa Hernandez Corry
Photo: Laura Rosa Hernandez Corry
Fort Lauderdale, Florida — The SPCA Wildlife Care Center (WCC) recently announced two new members to the nonprofit organization’s board of directors including its first Hispanic board member, Laura Rosa Hernandez Corry and Randy Wadle. Corry is a lead intergovernmental representative for the South Florida Water Management District (SFWMD), where she is responsible for establishing and maintaining positive relationships and cooperative partnerships with elected officials and community leaders.
A University of Florida graduate, Corry also attended the John F. Kennedy School of Government at Harvard University. In 1999, she was one of 25 Hispanic women leaders nationwide, selected to participate in the National Hispana Leadership Institute. She has also served as the first woman President of the Latin Chamber of Commerce of Broward County. Governor Jeb Bush has twice appointed her to serve on the Commission of Volunteer Florida.
“The expansion and development of our board is crucial to the long term and continued success of the SPCA Wildlife Care Center,” said Jonathan Lappin, CEO and executive Director of the SPCA. “Heading into our fourth decade of operation, it is critical that we have a board comprised of South Florida’s sharp business minds, conscious citizens and community leaders. I applaud the efforts of our distinguished board and look forward to many more decades of treating the animals that are so important to our natural environment here in South Florida.”
Serving the South Florida tri-county region, the mission of WCC is to rescue, rehabilitate and release native wildlife that have been harmed or displaced; to treat and place certain domestic, exotic and farm animals; and to educate the public toward co-existence with all animals. With five acres of property, two full-time ambulances, the help of 70 employees and 800 volunteers, WCC is home to 700 injured, harmed or orphaned wildlife at any given time. Last year alone, nearly 14,000 sick, injured and orphaned animals passed through the Center’s doors. Over the past 37 years, the SPCA Wildlife Care Center has grown to be the largest facility of its kind in Florida.
Posted by Elena del Valle on November 29, 2006
Jose Lamas, host, “Buenos Dias, Chicago – Noticias Al Dia de La Raza“
Photos: Jose Lamas, La Raza
Chicago, Illinois – A Chicago ethnic radio station, WSBC-1240 AM, recently began hosting “Buenos Dias, Chicago – Noticias Al Dia de La Raza,” (“Good Morning, Chicago – La Raza’s News Today”) a morning drive-time newscast. Under a brokering agreement with Access Radio Chicago, Chicago Spanish language media leader, Jose Lamas will be producing and hosting a two and a half hour newscast from 4:30 am through 7 am, Monday through Friday.
“I am pleased that our news program will serve the entire City of Chicago and surrounding suburbs with 1240 AM’s powerful Omni-Directional signal,” said Lamas. “In addition, our alliance with La Raza newspaper, Chicago’s leading Hispanic publication, as a content provider and promotional partner will tremendously enhance our news coverage and enable ‘Buenas Días, Chicago’ to provide a vital service to Chicago’s Hispanic community.”
“Buenos Días, Chicago – Noticias Al Día de La Raza” includes local, national and international news mainly provided by La Raza newspaper, with live segments from Miami with journalist Rafael Orizondo. The newscast also offers analysis of immigration issues with attorney Connie Lara during a daily segment, ‘Linea Abierta.’
“What’s most ironic is that the show’s first broadcast was on January 6, 1969, over 37 years ago, on the very same frequency that the show is now returning to, 1240 AM,” said Lamas. “At that time, 1240AM was the dominant Spanish language radio station in Chicago, with such radio legends as Orlando Miranda (Pelencho) and Jose E. Chapa, whose programs truly served the public interest and informational needs of our community. I look forward to keeping this tradition alive.”
Robert J. Armband, publisher and CEO, La Raza newspaper
“Jose Lamas and I have had a professional relationship for more than 15 years. I am pleased to have the opportunity to work with him on this important morning drive-time Hispanic radio news program,” said Robert J. Armband, publisher and CEO of La Raza newspaper.
Lamas and La Raza will package advertising and promotional opportunities for clients interested in reaching Hispanic consumers through news formats on radio and in print. There are also plans underway to stream the radio broadcast on La Raza On-line.
Lamas is a Cuban political exile who came to Chicago in 1963. His first involvement with Spanish media started in 1966 when he began to host and produce Spanish radio programs. In 1970, he co-founded OMAR (Operations Marketing Advertising and Research), Chicago’s first full service Hispanic advertising agency, where he was vice president of Marketing and Sales. In 1985, Lamas joined WSNS-TV Channel 44 as general manager.
La Raza newspaper is a leading Spanish language newspaper in Chicago with an audited circulation 190,544 according to Certified Audit of Circulation (June 30, 2006). It is also among the largest Sunday Hispanic newspapers in the United States. La Raza Chicago, Inc., is a subsidiary of ImpreMedia LLC. ImpreMedia is a leading publisher of Spanish language newspapers in the United States. It publishes Spanish-language newspapers in six top Hispanic markets.
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Posted by Elena del Valle on November 28, 2006
Bruce Barr, vice president, GfK Omnibus Services
Photo: GfK Omnibus Services
New York, New York — GfK Omnibus Services, a division of GfK Custom Research North America, recently released the results of its Hispanic OmniTel® Retail Study on where Hispanic shopping preferences. According to their findings when asked to name which major store or retailer they felt does the best job of catering to the Hispanic or Latino consumer, Wal-Mart was the top selection at 35 percent. Home Depot was a distant second at 7 percent and Target was third at 5 percent.
The study was conducted October 2006 among 502 Hispanics aged 18 and older nationwide by telephone. Respondents were given the choice of completing the survey in English or Spanish. Asked which factors are most important when deciding where to shop, Hispanic Americans cited the same priorities that other Americans have when choosing retailers such as convenience, low prices, and a wide range of merchandise.
A second-tier of priorities unique to the Hispanic market was cited by about half of Hispanics as “very important,” including store employees speaking Spanish, products relevant to Hispanic consumers and Spanish language signage. Following is a breakdown of factors considered very important in choosing a shopping destination:
Low prices: 75 percent
Convenient location: 69 percent
Wide range of merchandise: 66 percent
Employees who speak Spanish: 51 percent
Wide range of payment options: 49 percent
Products relevant to Hispanic consumers: 48 percent
Spanish signage: 47 percent
Product packaging and labels in Spanish: 43 percent
Owner is a member of the local community: 33 percent
Asked about their retail shopping habits, following is a breakdown of the types of stores respondents say they shop in often:
National discount chain stores such as Wal-Mart or Target: 56 percent
Local stores that specialize in serving Hispanic and Latino customers: 37 percent
National home improvement stores such as Lowe’s or Home Depot: 32 percent
National mid-priced department stores such as Kohl’s, Sears or JCPenney: 23 percent
Electronics, entertainment or appliance stores such as Circuit City or Best Buy: 15 percent
Specialty clothing stores such as the Gap or Old Navy: 12 percent
National upscale department stores such as Macy’s, Nordstrom or Lord & Taylor: 10 percent
Sporting good stores such as the Sports Authority: 8 percent
“The survey shows that mainstream national retailers such as Wal-Mart and Target are highly attractive to Hispanics, but that the key to differentiation stems from meeting and delivering the unique needs of Hispanic consumers,” said Bruce Barr, vice president, GfK Omnibus Services. “To stand out with Hispanics, retailers need to consider offering such things as Spanish-speaking sales clerks, Hispanic-oriented merchandise, and Spanish language signage. Wal-Mart has clearly demonstrated they have taken the next step in their marketing efforts to ensure they have catered to the Hispanic consumer effectively.”
GfK’s Hispanic OmniTel is a monthly survey of the Hispanic American market targeting Hispanic American adults nationwide. Conducted in English and Spanish, Hispanic OmniTel is national telephone omnibus survey that offers to help marketers understand the lifestyles, buying behavior and unique perspectives of Hispanic Americans.
Headquartered in New York, GfK Custom Research North America is a company of the GfK Group. GfK Omnibus Services resides in the GfK Princeton, New Jersey offices. With home offices in Nuremberg, Germany, the GfK Group is the fourth largest market research organizations in the world. Its activities cover five business divisions: Custom Research, Retail and Technology, Consumer Tracking, Media and Healthcare. In addition to 13 subsidiaries in Germany, the GfK Group has more than 130 subsidiaries and affiliates in over 70 countries.
