Posted by Elena del Valle on May 31, 2007
Marissa Lopez, West Coast assistant manager, Peermusic
Photo: Peermusic
Los Angeles, California – Independent music publisher peermusic promoted Marissa Lopez to West Coast assistant manager, peermusic Latin. Lopez was formerly West Coast creative assistant for the Latin Division. In her new role, she will oversee administrative activities for the West Coast Latin division of peermusic and work closely with talent.
She will be responsible for new artist recruitment, song placement, and maintening peermusic’s existing Latin roster. In addition to nurturing the careers of artists such as Upground, Charanga Cakewalk and Los Pinguos, Marissa will work in tandem with peer’s Spanish-language catalog.
“Marissa has played an integral role in the growth of the Latin Division of peermusic, and in her new role she will continue to keep peermusic at the cutting edge of the Latin industry,” said Yvonne Gomez, Latin creative director for peermusic West Coast and Mexico. “We are so proud of her and feel honored to have someone with Marissa’s talent and unparalleled work ethic as part of the peermusic Latin team.”
Born and raised just outside of Los Angeles, Marissa joined peermusic in 2003. Prior to joining the music publisher, Marissa worked for La Banda Elastica, a Latin rock magazine and marketing firm; where she directed promotions, oversaw LBE Group marketing campaigns for various corporate clients including Bromley Corp., Arenas Group, Tower Records, Watcha Tour and Batanga. She was also executive assistant to the company presidents.
Founded by Ralph S. Peer in 1928, peermusic is a global network of music publishing companies operating from 35 offices in 27 countries. With a quarter of a million country, blues, jazz, pop, Latin, and rock ‘n’ roll titles in the company’s catalogue, peermusic is one of the largest privately owned companies of its kind in the world.
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Identifying and characterizing the booming Hispanic online market
Joel Bary, Alex Carvallo and Matias Perel
Find out about
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• Latino online users by gender
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• Their language preferences
• How to reach Hispanic urban youth online
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Posted by Elena del Valle on May 16, 2007
Mario Quiñones
Photo: Mario Quiñones
New York, New York – Latin Pulse recently released Latin Pulse Internet Research, a new methodology for quantitatively testing Internet marketing initiatives in Spanish in consumer products, financial services, retail and automobile campaigns. The new Internet research service is designed for marketers who want to quickly test a few ideas at a low overall cost, while obtaining results beyond those offered by traditional focus groups. Costs range between $7,000 to test a few issues and $25,000 for a comprehensive test.
The new system, touted for its projectable data, is similar to the Latin Pulse computer based testing and analysis at central locations, except the data collection methodology uses a national, representative panel of U.S. Hispanic consumers and the results are retrieved over the Internet instead of on-site. Projectable data is obtained with a statistical representative sample of the population.
Company researchers believe respondents’ opinions can be projected to the entire population with a very high degree of certainty equivalent to 90 percent. When Latin Pulse tests an ad among a Hispanic sample, their staff believe the results of the ad test will be similar in approximately 90 percent of Hispanics with similar characteristics to those in the sample.
“Researching U.S. Hispanic consumers cost effectively with projectable sample sizes has always been a major challenge for U.S. companies,” said Mario Quiñones, president, Latin Pulse. “Many tend to use focus groups instead because they are viewed as less expensive than traditional quantitative testing, although these qualitative results can be misleading and actual costs of repeated sessions often become excessive. Reaching and testing Hispanic consumers on the Internet has been a particular problem because of relatively low online incidence and difficulties of ensuring a representative sample. However, we have found the right panel to ensure sufficient Hispanic online users, while continuing to use our unique computer controlled methodology.”
The results can be delivered within six to ten days, depending on the complexity and specifics of the sample. According to a company spokesperson, Latin Pulse Internet Research offers a robust data base which reflects the real marketplace; it is quantitative and projectable; and relies on a representative national panel of Hispanic consumers with varied levels of acculturation.
“The big advantage of the Latin Pulse model for Internet testing among U.S. Hispanics is that a marketer can quickly get reliable test results on select ideas which would be projectable, validated by Latin Pulse norms, and usually less expensive than two to three focus group sessions,” said Jay Gronlund, vice president, U.S. managing director, Latin Pulse USA.
Latin Pulse is strategic market research firm headquartered in Mexico City. The company is affiliated with AcuPoll from Cincinnati, and has been using its proprietary research technology for new product concepts, advertising copy and other marketing opportunities in Latin America and the U.S. Hispanic market since 2000.
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 an audio recording about marketing to Hispanics online
Posted by Elena del Valle on May 14, 2007
Rupa Ranganathan, ethnic strategist and senior vice president, Strategic Research Institute
Photo: Rupa Ranganathan
A podcast interview with Rupa Ranganathan, ethnic strategist and senior vice president, Strategic Research Institute, is available in the Podcast Section of Hispanic Marketing & Public Relations, HispanicMPR.com. During the podcast, Rupa discusses the 8th Annual Hispanic Boom conference with Elena del Valle, host of the HispanicMPR.com podcast.
Rupa is responsible for a portfolio of 65 conferences in the multicultural marketing, market development in healthcare, branding, e-marketing, relationship marketing, healthcare and disease management areas. Prior to joining the Strategic Research Institute, Rupa was a conference producer for Global Business Research in New York City. Before that she was general manager of marketing and public relations for the Apollo Hospitals Group in Chennai, India.
Rupa received a Bachelor of Arts in Public Relations from Madras University. She has been a multicultural columnist for Retailwire since 2004 and was a judge of the 2005 Asian American Advertising Creative Awards.
To listen to the interview, scroll down until you see “Podcast” on the right hand side, then select “HMPR Rupa Ranganathan,” 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 May 2007 section of the podcast archive.
HispanicMPR subscribers receive a $400 discount on the 8th Annual Hispanic Boom conference registration
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“Marketing to Hispanics Online” audio recording
Identifying and characterizing the booming Hispanic online market
Joel Bary, Alex Carvallo and Matias Perel
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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
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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 2, 2007
Fernando Espuelas, chairman and CEO of Voy
A podcast interview with Fernando Espuelas, chairman and CEO of Voy, is available on the Podcast Section of Hispanic Marketing & Public Relations, HispanicMPR.com. During the podcast, he discusses Voy and reaching Latino youth online with Elena del Valle, host of the HispanicMPR.com podcast.
Fernando previously co-founded and was chairman and CEO of StarMedia Network, a multi-platform media company for Spanish and Portuguese speaking audiences worldwide. At StarMedia, he built one of the first online networks to transcend national barriers, becoming one of the most recognized Pan-Latin new media brands in Latin America and eventually serving 25 million people worldwide.
After starting the business with his credit card, Fernando went on to raise $500 million dollars for the company in a combination of private and public offerings, including raising one of the first series of venture funding and one of the first IPOs for a Latin Internet company. StarMedia’s market capitalization reached $3.8 billion dollars.
His leadership has earned him recognition. Time magazine honored him as one of the “Leaders of the Millennium,” and he was recognized as a “2000 All-Star” business leader by Crain’s New York Business magazine. The World Economic Forum includes him among its elite “Global Leaders of Tomorrow,” and he was also a recipient of Latin Trade Magazine’s prestigious Bravo award.
Prior to founding StarMedia Network, he was the managing director of Marketing Communications for AT&T Latin America and the Caribbean where he was responsible for conceiving and launching AT&T’s first online service in Latin America. Prior to AT&T, Fernando held various senior positions at Ogilvy & Mather in the United States and Latin America. He is the author of the book Life in Action, published by in 2004.
To listen to the interview, scroll down until you see the “Podcast” on the right hand side, then select “HMPR Fernando Espuelas” click on the play button below or download it to your iPod or MP3 player to listen on the go, in your car or at home. To download it, click on the arrow of the recording you wish to copy and save to disk. The podcast will remain listed in the April 2007 section of the podcast archive.
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
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Posted by Elena del Valle on March 20, 2007
Fredrik de Wahl, CEO, Joost
Photo: Joost™
New York, New York – Voy and Joost™ recently announced a partnership in which Voy will deliver branded channels, including a slate of fresh Latin programming, via Joost’s global distribution platform. Voy promises to deliver a variety of programming created by award-winning Latino producers from the U.S. and Latin America. The programming will include short films, magazine shows and TV series.
“Voy is proud to join forces with Joost on their global venture. Together we seek to serve the Latino community and those interested in Latin culture with great programming delivered in an innovative way that reflects today’s consumers,” said Fernando Espuelas, founder and CEO of Voy. “Latinos are the foremost consumers of technology and media in the U.S. With Joost, we connect this sophisticated audience with relevant content on a leading edge platform that has natural appeal to Voy’s global audience.”
“We are partnering with Voy to deliver programming that is relevant to Latino viewers, and others interested in Latin culture,” said Fredrik de Wahl, chief executive officer of Joost. “Voy will provide Joost viewers with unique and engaging programming in a broad array of genres.”
Joost, still in beta, provides an innovative platform combining television and Internet features. Though only available to the public by invitation, the free service promises access through a secure, peer-to-peer streaming technology service reached through broadband Internet.
The Voy channels on Joost will include: “Voy Filmmaker Showcase” offering short films, music videos and commercials made by Latinos or featuring Latinos; “LatinEyes,” a magazine style program highlighting Latin culture in the United States and abroad;”Voy to Hollywood” has celebrity interviews, featurettes and behind-the-scenes news on movies and shows of interest to Latinos; “Hola America!,” a news magazine focused on Latino personalities making an impact in the United States; “LowLos,” a weekly show dedicated to Lowriders and the Lowriding culture, lifestyle; “(IN)Pulse,” described as a Voy original hosted entertainment weekly show with a Latino twist.
Voy is a digital media company offering culturally relevant entertainment to English-speaking Latinos and those discovering Latin culture. Voy executives strive to connect the brand with its audience through various emerging and traditional distribution vehicles such as broadband, wireless connecitivy, broadcasting and DVDs.
Joost is a combination of online features and television style programming. It is based on a state-of-the-art, secure, peer-to-peer streaming technology that provides full-screen television entertainment with online interactivity without requiring downloads.
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 March 5, 2007
RBD, winner of Premios Terra a Lo Mejor de la Música Latina 2006
Photo: Terra
Coral Gables, Florida – Music enthusiasts selected Latino pop group RBD winner of Terra.com’s Premios Terra a Lo Mejor de la Música Latina 2006, beating out performers such as Shakira, Thalia and Juanes. Terra.com launched Premios Terra a Lo Mejor de la Música Latina to provide its visitors an online conduit to choose their favorite performer or group from some of the year’s most popular Latino entertainers. RBD received 41,902 votes in the 2006 online competition which drew close to 100,000 votes.
According to Wikipedia, the Mexican group RBD was formed relatively recently as part of a teen high school band within the Spanish-language telenovela “Rebelde” which aired from October 2004 through June 2006. The group has soared in popularity, producing five top-selling, Spanish language CDs. This year’s favorite on Terra.com hopes to conquer English speaking audiences with Rebels, the group’s recent crossover debut album. Other artists who received high percentages of online votes include David Bisbal and Ricky Martin.
“Terra.com’s Music Channel has always been very popular due to in depth coverage and exclusive interviews with top entertainers. We are delighted to see such a high number of votes, and congratulate RBD. RBD is a relative newcomer in comparison to other candidates, yet our audience is fully aware of their talent and potential. This is a story in itself,” said Fernando Rodriguez, chief executive officer of Terra Networks.
Terra.com executives believe the selection of RBD as the 2006 winner is a reflection of the increase in audience feedback among Hispanic youth. And, that the six figure vote count from Terra’s three year old contest, is an indication of how subsequent generations of Internet users may embrace new media. The contest was established by Monica Godoy, Terra.com’s Music Channel editor.
Voting for the 2007 winner is under way. The portal is set to welcome music fans seeking information about the competition, the contestants and winner, 2006 highlights and how vote for music performers or bands for 2007.
Terra Networks is a global Internet group with a presence in the U.S. and Latin America. The group operates websites in the United States, Spain and Latin America. Terra.com is the U.S. Hispanic arm of the Terra Networks group, providing a portal and services to Spanish speaking users.
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
To listen to “Nuestro Amor,” a single from RBD’s album “Nuestro Amor,” scroll down until you see “Podcast” on the right hand side, then select “HMPR RBD Nuestro Amor,” click on the play button below or download it to your iPod or MP3 player to listen on the go, in your car or at home. To download it, click on the arrow of the recording you wish to copy and save to disk. The podcast will remain listed in the March 2007 section of the podcast archive.
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Posted by Elena del Valle on March 2, 2007
Jose Cuervo Especial tequila
Photos: Jose Cuervo
New York, New York — Jose Cuervo, one of the world’s largest Tequila companies, partnered with urban singer Pitbull, Hip Hop artist Chingo Bling and rising talent Malverde on the second annual talent search for “La Nueva Generación.” Cuervotón, the contest, described as recognizing the next generation of Latino artists in urban music, promises to provide exposure to unsigned artists through a partnership with, BMI, Gibson, Def Jam’s Roc La Familia and Atlantic Records. Jose Cuervo is also partnering with LIFEbeat, an AIDS charity organization.
Cuervotón began touring the country in January 2007 in search of the hottest up-and-coming talent. Finalists have a chance to share the stage with popular urban music stars and tour with Cuervotón in 2008. Semi-finals will be in New York, Chicago, Miami, Phoenix and Houston. The final concert event will take place in Chicago in May 2007.
“As someone who grew up with obstacles to overcome, I know what it’s like to get a break and work tirelessly to achieve your dreams,” said Pitbull. “This competition provides an opportunity for success to some very talented people who otherwise may never have had the chance. Cuervotón is all about shining a light on Latino musicians and giving them a shot.”
Singer Pitbull
Last year, Cuervotón was led by Chingo Bling and DJ Tony Touch with the support of record labels Machete Music and Wu-Tang Latino. According to promotional materials, the campaign reached over 30,000 consumers across five cities in 12 weeks, while partnering with LIFEbeat to promote the message “Drink Responsibly, Play Safe.” The final concert took place in Times Square’s Nokia Theater in New York City with performances by Pitbull, N.O.R.E., and Chingo Bling.
“As a Latin American company, Jose Cuervo recognizes the potential of Latino artists and the influences they have on today’s urban music,” said Bertha González, commercial director Jose Cuervo Portfolio in North America. “The Cuervotón movement will help solidify the future of Latino artists in the U.S. for generations to come.”
Mexican Tequila producer Jose Cuervo exports more than 50 million liters annually. The Jose Cuervo portfolio of tequilas includes Jose Cuervo Especial, Jose Cuervo Clásico, Jose Cuervo Flavored Tequilas, Jose Cuervo Black Medallion, and Jose Cuervo Tradicional. Jose Cuervo Tequila is imported and marketed in the United States by Diageo North America, a subsidiary of Diageo plc.
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 February 9, 2007
Cosmopolitan en español February 2007 cover
Photo: Cosmopolitan en español
Coral Gables, Florida – Launched in the U.S. in 1973, Cosmopolitan en español is turning over a new page by partnering with Spanish-language Internet portal Terra Networks. Together they hope to create an interactive magnet for the lucrative 18-34 Hispanic women demographic. This partnership comes after a year of planning and exploring magazine coupled with online advertising campaigns among several of the Editorial Televisa publications. As a result, Terra Networks was selected to provide an online destination for Cosmopolitan en español.
Organizers hope to boost the number of readers accessing the magazine online via the Mujer (Woman) channel on Terra.com or directly through the magazine’s website. Plans include RSS feeds from the monthly print edition, frequent updates and Internet-only services including pertinent market research. Organizers hope special sweepstakes, promotions and reader survey polls will also generate traffic to the website.
“Terra’s Mujer audience and Cosmopolitan en español’s readers share numerous characteristics,” said Fernando Rodriguez, CEO of Terra Networks. “They are young, independent, fun-loving women. We plan to engage them with dynamic content, entertain them with videos and photo galleries, and guide them to form new or join pre-existing social networking communities.”
Dynamic Logic research from November 2006 indicates 39 percent of Terra’s Mujer audience is college educated and 63 percent of these visitors are online at least once per day.
“We are so excited about this partnership,” said Marinos Duarte, publisher, Cosmopolitan en español. “To know that we will be able to stretch our events and programs beyond the print medium and grow them via a portal such as Terra Networks definitely makes for a successful partnership. I am confident that the Cosmo woman will be pleased with everything we are offering her in 2007.”
According to promotional materials, Cosmopolitan en español readers are loyal and love the magazine. They spend an average of almost one hour and a half with the magazine and read it an average of 4.8 times; and 61 percent of readers reportedly saved all or some of the last issue they read.
The Cosmopolitan en español Readership Study, conducted by Simmons Custom Research September 2006, indicates the magazine readers’ age is about 33. They are highly educated. About 61 percent attended or graduated from college. They are more than twice as likely as the average Hispanic to have purchased items on the Internet in last 12 months.
Cosmopolitan en español is a monthly magazine published as part of a joint venture with The Hearst Corporation. Terra Networks is a global Internet group with a presence in the U.S. and Latin America. Terra.com is the U.S. Hispanic arm of the Terra Networks group.
Editorial Televisa is a division of Grupo Televisa, one of the largest Spanish-language media companies in the world. The company publishes 75 titles distributed in 19 countries throughout the Western Hemisphere with an approximate paid circulation, according to promotional materials, of 8.2 million issues and a reach of 58 million readers. Some of the company’s leading magazines are: Cosmopolitan en español, Vanidades, Hispanic Magazine, Hispanic Trends, Poder USA, National Geographic en Español, Tu Dinero, ESPN Deportes La Revista, and Maxim en Español.
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
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