Posted by Elena del Valle on January 20, 2006
Damian Alvarez of Monarcas Morelia in 2005 game
Los Angeles, California – Azteca America opens the soccer season with the kickoff of the 2006 Closing Tournament beginning Saturday, January 21 at 4 pm EST (3 pm CST and 1 pm PST) featuring the Jaguares of Chiapas facing off against the Chivas of Guadalajara in what is expected to be very exciting play. Next, at 6 pm EST (5 pm CST and 3 pm PST), they present the Tecos of Guadalajara versus San Luis, which pits one of the stronger teams in the league against a San Luis squad that needs to prove it belongs in the big league this season. At 8 pm EST (7 pm CST and 5 pm PST), Azteca America presents the Monarcas Morelia versus Cruz Azul. Both teams have strong traditions and need to prove to fans that 2006 is their year to shine.
On Sunday, January 22 at 5 pm EST (4 pm CST / 2 pm PST) it’s Pachuca against Monterrey. Pachuca, which finished the prior regular season in sixth place, will face the runners up of the prior championship, the Rayados of Monterrey. Special pre-game shows will be broadcast 30 minutes prior to the Jaguares-Chivas and Pachuca-Monterrey matches.
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 world. Azteca America has presence in more than 40 Hispanic markets, including: Los Angeles, New York, Miami, Houston, Chicago, Dallas, San Antonio, San Francisco-Oakland-San Jose, Phoenix, Brownsville-McAllen, Albuquerque, San Diego, Fresno-Visalia, Sacramento-Stockton-Modesto, Denver, Orlando, Austin, Tampa, Corpus Christi, Tucson, Las Vegas, Colorado Springs, Monterey-Salinas, Hartford, Salt Lake City, Bakersfield, West Palm Beach-Ft. Pierce, Santa Barbara, Palm Springs, Omaha, Amarillo, Yakima, Naples-Ft. Myers, Wichita, Reno, Boise, Victoria, Oklahoma City, Charleston and Chattanooga. For more information visit Azteca America
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Filed Under: Media
Posted by Elena del Valle on January 19, 2006
The January/February 2006 issue of The Publicity Hound newsletter featured an article on Hispanic Marketing & Public Relations on page 7.
Joan Stewart, publisher The Publicity Hound
“Many Publicity Hounds are missing the mark by not targeting Hispanic publications, TV and radio shows, and Internet portals. Hispanic Marketing & Public Relations removes the mystery of marketing to Hispanics, a group that has fierce loyalty to certain brands, and lots of spending power. Read this book before embarking on a marketing or publicity campaign so you shorten your learning curve and do it right,” said Joan Stewart, publisher of The Publicity Hound.
Posted by Elena del Valle on January 19, 2006
FOR IMMEDIATE RELEASE Contact: HMCA (305) 648-2848 hmca@hmca.org
Editors: Send review copy requests to publisher@poyeen.com
HMCA, PRSA Announce Hispanic Marketing & Public Relations
Book Related Teleconference
Miami, FL – The Hispanic Marketing & Communication Association, HMCA, and the Multicultural Section of the Public Relations Society of America, PRSA, announced a teleconference based on a chapter of a new book, Hispanic Marketing & Public Relations Understanding and Targeting America’s Largest Minority (Poyeen Publishing, $49.95) to be held Thursday, January 26, 2006 at 2 p.m. The first title published on reaching Latinos with marketing and public relations strategies, Hispanic Marketing & Public Relations is appropriate for marketing professionals and students.
The teleconference entitled "Hispanic Public Relations: Responding to Growing Market Demands" is based on chapter 10 in the book and will be presented the author of that chapter, Dora O. Tovar, president, Tovar PR LLC. Attendees at the virtual seminar will call a toll-free number where they will hear the presenters and access visual materials online. Admission is $85 for PRSA Multicultural Communications Section members, $150 for PRSA and HMCA members and $250 per site for nonmembers. Registration is available at www.prsa.org .
Hispanic Marketing & Public Relations provides 435 pages of information, case studies, graphics, market data and opinions based on the experiences of nineteen U.S. Hispanic market experts and benefits HMCA. Information on the book, including a list of authors and newsletter sign up instructions, is available at www.hispanicmpr.com .
Seventeen practitioners and two university academics, contributed fifteen chapters to the book. Cover design was by Cris Ascunce of CAT Grafix, Inc. Topics include a U.S. Hispanic market outline, acculturation issues, reaching Hispanics online, reaching Hispanics in-language, demographic projections, perceptions, public relations, Hispanic media, electronic publicity and media training, special events and qualitative and quantitative research considerations. Authors include a veritable who’s who of U.S. Hispanic marketing. Research guru Carlos Santiago, president of the California based Santiago Solutions Group, wrote the foreword.
The Hispanic Marketing & Communication Association (HMCA) is a volunteer driven nonprofit professional association dedicated to Hispanic marketing excellence. Hispanic market information, complimentary copies of the HMCA e-newsletter and invites to HMCA events, are available on the Association’s website www.hmca.org The Public Relations Society of America based in New York City, is the world’s largest organization for public relations professionals. The Society has more than 28,000 professional and student members.
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Posted by Elena del Valle on January 19, 2006
Para Distribución Inmediata Informes: HMCA (305) 648-2848 hmca@hmca.org
Nota al editor: Puede obtener una copia del libro para artículos y reportajes a través de Publisher@poyeen.com
HMCA, PRSA Anuncian Teleconferencia Basada en Primer Libro Sobre Mercadeo y Relaciones Públicas Dirigidas al Mercado Hispano
Miami, Florida – La Hispanic Marketing & Communication Association (Asociación Hispana de Mercadeo y Comunicación conocida por sus siglas en inglés como HMCA) y la Sección Multicultural de la Public Relations Society of America (conocida por sus siglas en inglés como PRSA) anunciaron una teleconferencia en inglés basada en un capítulo del nuevo libro en inglés titulado Hispanic Marketing & Public Relations: Understanding and Targeting America’s Largest Minority (Poyeen Publishing, $49.95) para profesionales y estudiantes de mercadeo. La teleconferencia se llevará a cabo el a las 2 p.m. hora este el jueves 26 de Enero de 2006.
La teleconferencia, titulada "Hispanic Public Relations: Responding to Growing Market Demands," será presentada por la autora del capítulo 10 del libro, Dora O. Tovar, quien es presidente de Tovar PR LL. Los profesionales que acudan al seminario virtual contarán con un número de teléfono especial a través del cual escucharan la presentación y tendrán acceso a un portal virtual en el cual encontrarán los materiales visuales. El costo de la conferencia es de $85 para miembros de la sección, $150 para los miembros de HMCA y PRSA y $250 para el público general por cada conexión. Es posible inscribirse a través del portal de PRSA, www.prsa.org
Hispanic Marketing & Public Relations ofrece 435 páginas de información, análisis de casos, materiales gráficos, información del mercado y opiniones sobre el mismo basadas en la experiencia de los 19 autores expertos y beneficia a HMCA. El portal del Internet HispanicMPR.com www.HispanicMPR.com cuenta con información sobre el libro, una lista de autores e instrucciones sobre como recibir boletines electrónicos.
El libro, escrito por un grupo de expertos reconocidos por su conocimiento del mercado latino, cuenta con 15 capítulos escritos por 17 profesionales y dos profesores universitarios. Cris Ascunce de CAT Grafix, Inc. diseñó la portada. Los capítulos tratan en detalle diversos aspectos del mercado Latino de los Estados Unidos, la aculturación latina, como ubicar a los latinos que navegan en el Internet, la importancia de dirigirse a los latinos en su propio idioma, proyecciones demográficas, la imagen latina, las relaciones públicas dirigidas a los latinos, la prensa Hispana, la publicidad electrónica, los eventos como elemento del plan de mercadeo, los aspectos de calidad y cantidad a considerar en cuanto a la investigación de los mercados latinos y como prepara a expertos y comunicadores para entrevistas con la prensa. Carlos Santiago presidente de la empresa Santiago Solutions de California escribió el prefacio.
La Hispanic Marketing & Communication Association es una asociación profesional de voluntarios y sin fines de lucro dedicada a promover excelencia en el mercadeo dirigido a latinos. Visite el portal de Internet de HMCA www.hmca.org para obtener información sobre el mercado hispano, copias gratuitas del boletín de HMCA e invitaciones a eventos de la asociación. El Public Relations Society of America (www.prsa.org) con oficinas principales en Nueva York, es la organización más grande del mundo de profesionales de relaciones públicas y cuenta con más de 28,000 miembros profesionales y estudiantes
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Posted by Elena del Valle on January 19, 2006
The 12 Annual SRI Marketing to U.S. Hispanics and Latin America is scheduled to take place January 29 to 31, 2006 at the Wyndham Miami Beach Resort on Miami Beach, Florida. Organizers promise this year’s forum will offer a powerhouse of thought-leaders and trailblazers, market-movers and mavericks, who are reshaping the landscape of marketing to this influential segment across the Americas. Presenters will share information on new trends and best-practices. Admission fees range from $1695 to $2,295 depending on the program selected.Hispanic Marketing & Communication Association, HMCA, members receive a $400 discount.
Through the conference, SRI hopes to bring attendees more of the unique ways in which brands are competing with one another to serve the growing Hispanic customer base. Highlights of the roster of speakers includes decision-makers from: Microsoft; Maybelline-Garnier, L’Oreal USA; Procter & Gamble, Paper Products, Multicultural; Toyota Motor and Sales, USA; GMAC Mortgage; Burger King Latin America; Disney, Latin America; Wells Fargo International Remittances; Option One Mortgage; Scholastic Media; Meredith Corporation; Yahoo! North Latin America; General Mills; US Cellular; NBA Latin America, and more.
Salient presentations planned include: Carlos Santiago, who will unveil a first-ever study about the correlation between financial investments into the Hispanic market and whether this transfers into "The Creation of Shareholder Value?"; Fernando Espuelas, chairman and CEO of Voy LLC, will discuss "Magic Realism in Brands" to set the stage for innovative thinking on brand strategy in an increasingly Hispanic market landscape and how English is becoming key ingredient in marketing to Latinos; Peter Roslow, will outline the future of Spanish language media in the coming years and why Spanish will continue to rise in the U.S.A.; Mark Berry of TNS-Global will discuss where research needs to go to keep up with the demands of this market. Laura Martinez, editor of Adweek’s Marketing y Medios will provide a quick round-up of "2005 The Year in Review and How Did Big Brands Build Their Hispanic Marketing Strategies;" PJ Periera of AKQA will present on "Creative Trends for an Interactive World;" Paco Olavarietta of Ole will share his vision for retail marketing to Latinos; and Laurence Klinger of Lapiz, will discuss "Liquid Ideas," an outlook on beverage marketing.
There will be a networking welcome reception on Sunday, January 29, 2006 and an Awards Function on January 30 for Hispanic Marketing Breakthroughs in 2005 to celebrate ground-breaking strategies and new initiatives in this marketplace. The award categories are Product Launch, Consumer Insights and Segmentation Strategy, Positioning Approach,Grassroots Marketing, In-Language Campaign, Direct Marketing, and E-Hispanic. More information is available at www.srinstitute.com/CM459.
Posted by Elena del Valle on January 18, 2006
Dora Tovar, president Tovar PR LLC
The Public Relations Society of America (PRSA) Multicultural Section and the Hispanic Marketing & Communication Association (HMCA) have teemed up for a Hispanic Marketing & Public Relations book (Poyeen Publishing, $49.95) related teleconference to be held Thursday, January 26 at 2 p.m. ET. Based on Dora Tovar’s chapter in the Book, the teleconference, "Hispanic Public Relations: Responding to Growing Market Demands" will be available to PRSA, HMCA members and the general public.
Many practitioners target multicultural audiences. Hispanic markets are one of the most important emerging multicultural markets. The practice of public relations by Latinos and targeting Latinos requires knowledge and understanding of the Latino markets.
During the teleconference, Tovar, president Tovar PR LLC, will address questions such as: What do public relations practitioners successful penetrating Latino markets do? What are the trends in the market? What has brought about current practice characteristics and how do the past trends influence the future? What impact does this have on the day-to-day practice of Hispanic public relations?
The presentation promises listeners will have an opportunity to: Learn how the Hispanic public relations market is growing and changing in response to demographics; identify value-added partnership opportunities for public relations practitioners; discuss the changing market demand for Hispamic public relations infrastructure; explore how public relations firms can partner with Hispanic public relations professionals; and examine the value of Hispanic public relations professionals across marketing and advertising disciplines.
Tovar is a contributing author of Hispanic Marketing and Public Relations: Understanding and Targeting America’s Largest Minority (Poyeen Publishing, $49.95, www.hispanicmpr.com). Her chapter promotes the emergence of Hispanic Public Relations as a distinct discipline. Dora provides marketing communications services to nonprofit, governmental and corporate clients in the areas of Hispanic marketing, crisis and litigation communications and public relations. Along with her communications expertise, Tovar offers clients public policy insights and advocacy efforts to promote relevant cultural competency practices.
Only one registration per site is required, allowing multiple listeners per site. Costs are as follows: PRSA Multicultural Communications Section members, $85; PRSA and HMCA members, $150 and nonmembers, $250. For program details and to register, visit event registration
Posted by Elena del Valle on January 17, 2006
Purchase Hispanic Marketing Grows Up:
Exploring Perceptions and Facing Realities
Juan Faura, author of The Whole Enchilada: Hispanic Marketing 101 (Paramount Market Publishing, Inc. $25.95)), wrote a new book entitled Hispanic Marketing Grows Up Exploring Perceptions and Facing Realities Asi Viene el Sandwich (Spanish for That’s the Way the Sandwich Comes) due to be released January 26, 2006.
According to the publisher, the book is based on “insights gathered from interviews with Hispanics from many different walks of life, in cities large and small.” In the book, Faura explores 30 perceptions and realities that affect how how to market to Hispanics; explains when to use Spanglish in advertising; and identifies 10 future trends he believes will affect the Hispanic consumer market.
Faura is president and C.E.O. of Cultura, a Dallas-based advertising and marketing company specializing in Hispanic markets which he founded in 1999. In the past he worked as a researcher and consultant specializing in marketing to U.S. Hispanics. His Mexican and Puerto Rican heritage, his experience living in Mexico City, his track record working in various jobs with Hispanics since graduating from a U.S. high school he feels, provide him special insight.
Ever since Hispanic Marketing became a buzz term, consultants and professionals have been preaching a similar sentiment: treat Hispanics as a unique sect of people, and focus on their “Hispanicness” before everything else in order to connect with them and get into those ever-growing pocketbooks. Faura, a multicultural advertising specialist and book author, claims this approach is all wrong. In this book Faura proprosed a new method of marketing to Hispanics some believe is sure to get a rise out of traditionalists.
Coming off of his recent success in his book The Whole Enchilada: Hispanic Marketing 101, in his new book, Faura challenges Hispanic marketing and advertising agencies to “grow up” and use their skills to appeal to the human side of the consumer, rather than focusing simply on their Hispanic demographic. Faura insists that looking at Hispanic consumers as Hispanics first is counterproductive to connecting with them as human beings.
Juan Faura, author Hispanic Marketing Grows Up
“My philosophy is that we need to appeal to the human side of the target consumer before we dissect their ethnicity,” said Faura. “We all make decisions as people, not as categories, thus we should hone in on connecting with consumers as people with fundamental needs and desires.”
Tackling subjects from media use to acculturation, Faura shares insights into Hispanic culture that he gained after an intense period of face-to-face encounters with Hispanics in more than 18 states and 74 cities. A veteran of the industry with 15 years experience in marketing research, Faura started this process knowing well how many perceive Hispanic consumers; his mission was to determine if these perceptions were true by getting answers straight from the source.
The book delves into stereotypes and their basis in reality; taboo issues such as sexual orientation, family structure, socioeconomic stereotypes and gaps in healthcare and technology; and the preference for English-language media.
“I am sure that this book will have a lot of fans, and a lot of adversaries,” said Faura. “The Hispanic marketing and advertising industry is not ready to be exposed to some of these truths, but in order to advance, we must continue to delve and learn. Marketers will need to be willing to rethink and modify their Hispanic strategies if their mission is success. ”
Faura’s books and articles are based on insights gained over his career through conversations with more than 70, 000 Hispanics across the U.S. and a range of ages, genders, cultural, language and socioeconomic backgrounds. Prior to founding his company he worked as director of Global Strategy for Cheskin Research and director of Research for Market Development, Inc. Faura served as a consultant on Hispanic marketing for Fortune 100 companies such as Hershey, Pizza Hut, Ortho McNeil, Ford, Neutorgena, Zubi Advertising, J&J, Hormel, Pepsi, Visa, Wells Fargo, Frito-Lay, Labbatt’s (Tecate) and Mercedes Benz. He has also worked at a bakery, been a pipe fitter, a mechanic and a paint and body man.
Faura holds a Doctorate of Juris Prudence from Thomas Jefferson School of Law and a certificate in welding and sheet-metal handling from the Urban League in San Diego. He lives in Southlake, Texas with his wife Sara his children Juan, Amanda, and Sebastian and his three boxer dogs Bongo, Memphis, and Lola.
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Filed Under: Books
Posted by Elena del Valle on January 16, 2006
Isabel González, editor-in-chief of Tu Vida
New York, NY – Isabel González was named editor-in-chief of Tu Vida, an English language bi-annual magazine “outsert” published by Hearst Magazines. The supplement, which was first introduced in November 2005, will be polybagged with select issues of Cosmopolitan, Country Living, Good Housekeeping, Harper’s Bazaar, House Beautiful, Marie Claire, O the Oprah Magazine, Redbook, and SHOP Etc. The publication, which will be sent with June and November 2006 issues of the host magazines, targets women who identify strongly with their Latin heritage and covers topics such as fashion, beauty, home, food, family and celebrity. Tu Vida’s content is almost exclusively in English.
Since July 2000, González has worked at Teen People, where she started the magazine’s Trendspotters™ program and then served as special projects editor. Since 2000, she also contributed fashion, trend, home, travel and lifestyle articles to TIME magazine and, since 2003, to the Washington Post. At Time Inc., González also co-founded the first-ever Hispanic employee affinity group, Hola@Time Inc. In 2001, she was awarded a President’s Award by the company’s chairman for her work on behalf of diversity.
Most recently, González co-authored the book Latin Chic (Rayo/HarperCollins), which was published in October 2005. She has also written about Latin culture and tradition for Bride’s, The Washington Post, and the Atlanta Journal-Constitution.
“I’m thrilled to be helping Hearst create a publication focused on Hispanic-American women who have style, passion and appreciate Latin traditions,” said González. “I have no doubt that Tu Vida will get a great response from the women who receive it.”
Hearst Magazines is a unit of The Hearst Corporation (www.hearst.com), one of the world’s largest publishers of monthly magazines, with a total of 19 U.S. titles and 145 international editions. The company also publishes 19 magazines in the United Kingdom through its wholly owned subsidiary, The National Magazine Company Limited.
Posted by Elena del Valle on January 13, 2006
Rudy Valenzuela, MSN, RN, FNP-C, president NAHN
Photo: NAHN
Ft. Lauderdale, Florida – In an effort to support bilingual and bicultural nurses nationwide, the National Association of Hispanic Nurses (NAHN) and LatPro.com formed a strategic partnership. Coinciding with the re-launch of NAHN’s Web site, the heart of the partnership is an integrated Job Center powered by LatPro.com, a leading employment Web site for professional Hispanic and bilingual talent in the Americas. In addition to assisting current nursing professionals with their career goals, the NAHN-LatPro partnership prompted the creation of a new LatPro-sponsored scholarship program that will provide financial assistance to Hispanic students pursuing nursing degrees.
By leveraging LatPro’s extensive database, NAHN’s new Job Center plans to enable candidates to access job listings and create personalized email “job agents.” At the same time, the program invites human resources professionals to use the Job Center and perform advanced database searches to find in-demand bilingual and bicultural nursing professionals.
In the United States , there is a significant shortage of multicultural, Spanish-speaking personnel in nursing and other health professions. This disparity is particularly evident in nursing, where Hispanics are vastly underrepresented at a only 2 percent of the nursing workforce, a stark contrast to the 14 percent represented by Hispanics in the total U.S. population. Looking ahead, healthcare for Hispanics will be further impacted by population increases. Accounting for half of the 2.9 million U.S. population growth from 2003 to 2004 (U.S. Census Bureau), the Hispanic growth trend is expected to accelerate. This and a shortage of Spanish-speaking students choosing healthcare careers, translates into an ever-increasing number of Hispanics facing a lack of healthcare professionals who speak their language.
"We are very pleased to have developed this relationship with a company like LatPro that understands the needs of our unique membership,” says Rudy Valenzuela, MSN, RN, FNP-C, president of NAHN. “ Our combined efforts will bring employers and bilingual nurses together, helping to address the need for qualified Hispanic healthcare professionals.”
Eric Shannon, president and founder LatPro
Photo: LatPro
“As the nation’s population becomes more diverse, the need for a healthcare workforce reflecting that diversity becomes increasingly essential ,” says Eric Shannon, president and founder of LatPro. “We are pleased to support NAHN in its efforts to address the acute shortage of Spanish-speaking nursing professionals in our communities, and we are proud to play even a small part in the solution by funding a scholarship program.”
Since its inception in 1975, the National Association of Hispanic Nurses has grown to 37 chapters across the United States . NAHN strives to improve the nursing and health-care delivery system in the Hispanic community, in addition to promoting equal access to opportunities for Hispanic nurses. Educating students on the growing demand for opportunities in healthcare, providing mentoring and scholarships are of special focus. NAHN’s bilingual journal, Hispanic Health Care International, is published three times a year. More information on this organization is available at NAHN
Since 1997, LatPro has become a leader providing online employment resources for Hispanic and bilingual professionals. With more than 275,000 members and 90 of the Fortune 100 companies using its service, LatPro is one of the largest diversity employment sites in the U.S. Further information is available at LatPro
Posted by Elena del Valle on January 12, 2006
Sara Valenzuela
Sara Valenzuela, the former lead singer of Mexican alternative-pop band La Dosis, recently launched her solo debut album entitled “Lado Este” (Spanish for east side) released by Nacional Records. Sara Valenzuela is a Mexico City born and Guadalajara-based singer and songwriter who hosts the radio program Jazz Solo in her hometown. She began hosting the show in 1991 and considers her role on the program as a way to remain informed about her medium.
“I didn’t know I liked jazz when I started the show,” said Valenzuela. “But when I started to dig in I realized I liked the music a lot. And all different kinds, from ragtime to avant-garde. I used to be influenced by The Who, by Peter Gabriel, but also by soul singers like Marvin Gaye. Now I’m influenced by Billie Holiday and other jazz singers, because I try to be more open. It’s easier to find your voice that way,” said Valenzuela.
For more information about Sara Valenzuela and “Lado Este” visit Nacional Records and SaraValenzuela.com. To listen to a song from Sara Valenzuela’s recently-released solo album visit HispanicMPR.com and scroll down until you see “Podcasts.” Select the files with the artist name and song title of your choice and click on the play button to listen to the songs online.
