hispanic marketing 101 volume 8 # 15

8/7/2019 Hispanic Marketing 101 Volume 8 # 15

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Volume 8, Number 15 February 23, 2010

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&& PPrriinntt HHiissppaanniicc

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We are the Experts

Latino Print Network works with

over 625 Hispanic publications in

180 markets nationwide with a

combined circulation of

19 million.Click here or phone760-434-7474 x171 or x177

or email Abraham

@LatinoPrintNetwork.com

with your needs.

Hola!

If you haven't decided if you're going to the NAHP Convention

this year, please consider attending for four key reasons:

The NAHP Convention will be good for you and your

publication.

The NAHP Convention will allow you to connect with the

leaders of Hispanic Print in the USA.The NAHP Convention will help our industry grow.

The rates for the conference are very cost effectively this

year.

This issue's great quote comes from an old friend, the hard

working Executive Vice President of the National Hispanic Media

Coalition Inez Gonzalez.

In this issue

The NAHP Convention is coming up and you should consider

going, learning and networking

Now is the time to Register for NALIP 2010 for only $225 ASTRONAUT JOSE HERNANDEZ TO DELIVER KEYNOTE

ADDRESS AT LATINO LEADERS LUNCHEON SERIES™

The Price of Renewal by award winning filmmaker Paul Espinosa

AFCP select new Executive Director, Industry veteran LorenColburn

More Books for your consideration

Issue quote

"Courage is not the absence of fear, but rather the judgement that something else is more important

than fear." -Ambrose Redmoon



Be sure to mark your

calendar for the NAHP

2010 Convention:

Albuquerque

March 10-13, 2010

Sponsorship &

Exhibitor Info

If you want to

attend this event,

please click here:

Registration & Hotel

Information

If you find a quote you like let me know. I will be happy to send to our 8,800 plus

Hispanic advertising and media executives & give you a plug for sending it!

Our Goal

Latino Print Network's goal with each issue is for you to say at

least once "I didn't know that".

Podcasts

Check out HM101 Podcasts. We keep the podcasts short and

insightful on various aspects of Hispanic marketing and the

community. We've interviewed over 50 media, marketing and

community leaders to provide you with their insights.

Un abrazo,

Kirk Whisler

Executive Editor

2010 NAHP AnnualConvention & Business Expo

Representing and Engaging Our Hispanic Communities

Wednesday, March 10, 2010 - Opening Day4:00 - 5:30 p.m. NAHP Board of Directors Meeting

6:30 - 8:30 p.m. Welcome/Bienvenidos Reception

Clara Padilla Andrews, Welcome and Introductions Alex Romero, Albuquerque Hispano Chamber of CommerceThe Albuquerque Museum of Art and History

A History of Albuquerque presents treasures from the museum's historycollection. Early maps, armor, weaving, and domestic artifacts highlightmore than 400 years of Rio Grande Valley history.

Entertainment by Mariachi Nuevo Mexico



Time is Running Out to

Participate in The 2010

International Latino

Book Awards

Go to

www.box.net/shared

/tyallb8yhn

for more information

The National

Association of

Latino Independent

Producers' 2010

Convention, with

the theme

Thursday, March 11, 2010 - Day 1

All activities including meal events, workshops, meetings and exhibit hallare in the Hotel Albuquerque at Old Town

Jose Marti Awards will be presented at each major meal event or activitythroughout the convention and are noted in this schedule of activities inblue.

NAHP Press Room will be open from 8:00 a.m. to 6:00 p.m.

8:00 a.m. - 5:00 p.m. Convention Registration Open

8:00 a.m. Exhibit Hall Opens

9:00 - 10:00 a.m. Continental Breakfast

9:00 - 10:00 a.m. Convention Opening ReceptionJose Marti Awards Presentation: Design Category

10:15 - 11:45 a.m. "Building New Sources of Revenue"Hear from three publishers on how they've created incremental revenueto help fuel their growth. How they did it and what they've learned from

the process. Use their success to move your publication forward.

Moderator: Zeke Montes, NAHP President Elect

12:00 - 1:30 p.m. Welcome Luncheon - "Marketing to Hispanics"State of Hispanic Print 2010 by Kirk Whisler. This presentation willencompass trends in Hispanic publications, including number of Hispanic

publications by type, combined revenue figures, and circulation trends. Itwill also include some key insights into what's working in these tougheconomic times.

Keynote Address by Dr. Felipe Korzenny. Get the latest insights on how America's major marketers now view the Hispanic market and what theyare doing to gain their fair share of America's fastest growing segment.

Dr. Felipe Korzenny, of the Hispanic Marketing Center at Florida StateUniversity will share his insights in working with major corporationson their Hispanic initiatives. He is the keynote speaker for the opening

luncheon.Jose Marti Awards Presentation: Photo Category

1:45 - 2:15 p.m. Business Exposition Ribbon Cutting Ceremony - Coffee& Desserts

2:30 - 4:00 p.m. "Why Your Publication Should be W/MBE Certified"The benefits of certification, where to get help, and what to do after youget certified will all be covered in this one workshop. Mark Prince of

Professional Partnering Solutions, Inc. Eduardo Pereira, Vice President



Navigating in a

Sea of Change,

will be held April

9-11 at Loews Santa

Monica Beach

Resort.

This event is a GREAT

place learn, grow and,

most importantly,

network within the

Entertainment Industry.

If you have film, TV,

video, or documentary

projects this is where you

want to be.

LUIS VALDEZ's

landmark stage play,

"ZOOT SUIT" is set to

open in Mexico City

on April 29, 2010.

Luis Valdez directs the National

Procurement Services for the US Hispanic Chamber of Commerce, and Ana Meuller, a Diversity Procurement Specialist with the State of NewMexico will be the panelists. Mark Prince is currently embedded in the

MEC:Global media agency where he primarily works with the AT&T team.Eduardo Pereira and the USHCC are leaders in helping businessesunderstand the benefits and responsibilities of becoming a W/MBE

certified enterprise.

Moderator: Martha Montoya, NAHP VP of Membership

2:30 - 4:00 p.m. Hispanic Magazines Best Practices for 2010Publishers of Hispanic magazines share how they have increasedbusiness through new programs, services and events.

Moderator: TBD

4:15 - 5:30 p.m. NAHP Membership Services Session

Mary Ann Gomez, the NAHP's new Executive Director will present 2009accomplishments and review NAHP Membership Services.

6:30 - 8:30 p.m. NAHP President's Reception

National Hispanic Cultural Center Entertainment by "Yjastros" and the National Institute of Flamenco

Friday, March 12, 2010 - Day 2

All activities including meal events, workshops, meetings and exhibit hall

are in the Hotel Albuquerque at Old Town

8:30 - 10:00 a.m. Latina Publishers Breakfast

Latina Presidents, CEOs and Executive Directors of national Hispanicorganization leaders will speak on how they use Hispanic print media tocommunicate critical issues to the Latinos they represent. Invited and

confirmed guests include:Esther Aguilera, CHCI President

Alma Morales Riojas, MANA President & CEO

Janet Murguia, NCLR President & CEORosa Rosales, LULAC PresidentLillian Rodriquez Lopez, NHLA President

Ana Valdez, HACR Executive Director Jose Marti Awards Presentation: Editorial Category

10:15 - 11:30 a.m. "How to Successfully Leverage Social Media Tools toEngage Your Readers and Advertisers" Manny Ruiz, founder of HispanicPR Newswire will speak on why everyone is talking about Facebook and

Twitter. He will show you the best practices around using these social



Theatre Company of Mexico

(CNT) in what will be the first

Chicano play ever produced bythe national company. Alma

Martinez, who appeared in the

original stage and film, brought

the project to the CNT and

serves as US-Mexico ProjectCoordinator.

FACEBOOK: Zoot Suit

(Compañía Nacional de Teatro)

The All-in-One

Translation, Editing &

Design Service.

Get the service you need

from an experienced

publication translation

service; contact

[email protected]

or go to

www.transedita.com

Cal State San Bernardino will

host its first Latino Education

and Advocacy Day, or LEAD,

conference for educators and

advocates on Monday, March

29, 2010. Speakers include

media tools as well as how it can help you engage readers as well as helpadvertisers. Moderator: David Cortinas, NAHP Secretary

10:15 - 11:30 a.m. "Integrating Photography into Your Publication"Nationally recognized photographer Jose Galvez will lead the workshopon the latest approaches to integrate photography into your publication.

Jose Galvez is a Pulitzer Prize winning photographer with over 30 years

of experience in documenting Latino communities in America.Moderator: Jose Santiago Healy, NAHP Board Member

11:45 a.m. - 1:15 p.m. International Publishers LuncheonThe luncheon will feature guests from the NAHP's sister organization in

Mexico, Asociacion Mexicana de Editores de Periodicos (AME). AME wasfounded in 1983 in Oaxaca and current membership is over 100publications. Members are also leaders in their respective communities.

Welcome: Gustavo De Unanue, Consulate of MexicoSpeaker: Gonzalo Leano Reyes, President of the AMEKeynote Speaker: Enrique Pena Nieto, Governor of the State of Mexico,

Mexico (invited)

Jose Marti Awards Presentation: Section Category

1:15 - 2:00 p.m. "Mexican Journalists' Point of View" Hear from GonzallLeano Reyes, AME President, Julio Bazan, AME General Manager, andOscar Rodriguez, AME VP of International Affairs on the latest trends in

journalism in Mexico and its implications within the United States.Moderator: Jose Luis Garza, NAHP Chair of International Relations

1:15 - 2:00 pm "Building Circulation Through an Online VirtualPublication" Several audit companies now include a publication's webtraffic within their audit reports. Learn about the technology options and

the success other publications are having with this approach. Moderator:Kirk Whisler, NAHP Board Member & Founder

2:00 p.m. Business Exposition Closes

2:15 - 3:30 p.m. "How to Profitably Sell Local Advertising on Your Website

"Gloria de Jesus and Bill Gato will present the latest information on howpublications are using their websites to build revenue from localadvertisers. Gloria is a seasoned sales trainer with over 20 years of

experience in advertising sales and the training of media sales forces.She recently worked for the nationally recognized Blinder Group whereshe worked throughout the United States and South America training

local sales reps on how they can also sell their websites to their local



Dolores Huerta, Sylvia Mendez

and Juan Sepulveda.

Click here for more info.

For you to learn more

about the values of

Hispanic Publications

Latino Print Networkhas done an 80 page

study entitled The

Strengths of Hispanic

Owned PublicationsThe study details through

interviews and research the 29

key values Hispanic

Publications offer to those

wanting to reach the Latino

community.

Click Here To Get The

FREE 80 Page Study

clients. Bill Gato is the Founder and President of HDNWEB.He has extensive experience on the issues and approaches being used toprofitably build traffic and revenue on a publication's website.

2:15 - 3:30 p.m. New Services and Tools by Content Providers and WireServices

Learn about the new services and tools that domestic and international

contentproviders and wire services are offering NAHP members.

Moderator: Ruben Keoseyan, NAHP Member

3:30 - 5:00 p.m. NAHP Membership Meeting & Elections

Led by NAHP Board President Clara Padilla Andrews and NAHPExecutive Director Mary Ann Gomez

5:30 - 6:30 p.m. Silent Auction for the National Hispanic Press FoundationSilent auction to raise funds for the Foundation's internships andscholarships

6:30 - 7:30 p.m. Gala Reception7:30 - 10:00 p.m. 25th Annual Convention Awards Dinner and Gala

Welcome Remarks by Clara Padilla Andrews, NAHP PresidentJose Marti Awards Presentation: Overall Category

Entertainment by Micky Cruz

Saturday, March 13, 2010 - Day 3 All activities including meal events, workshops, meetings and exhibit hallare in the Hotel Albuquerque at Old Town NAHP Press Room will be open

from 8:00 a.m. to 3:00 p.m.

9:00 - 9:30 a.m. Opening ceremony w/ student groups

9:45 - 11:00 a.m. "Advertising Agency Roundtable"Major corporations are sending representatives from their corporate

marketing departments as well as their agencies. It is an opportunity tohear what these advertisers are looking for in their media partners, how tomost efficiently contact them, and they will have the opportunity to listen

to NAHP publishers' 30 second "elevator pitch" about how their publication is unique. This is a several hour networking event at its finest.NAHP members are encouraged to have media kits available for the

advertising/media buying representatives.Moderator: Fanny Miller, NAHP VP of Marketing



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Ad Agencies, MediaBuyers, Hispanic Media

& Marketing Firms

11:15 a.m. - 12:15 p.m. "How Media Buying Has Changed and How toStay in the Buy" A panel discussion about how media agencies make

their decisions as to which publications to choose, how to best influencethose decisions, and what you need to know to decode the confusingworld of advertising agencies, media agencies, and publication rep firms.

What roles they play and what they are looking for in a publication partner

will also be covered. Hear from the people who actually make thesedecision about what they are looking for and why.

Guest speakers: Michael Cano, El Latino (invited)Melanie Davis, El Hispanic News (invited)Moderator: Nile Wendorf, NAHP Convention Workshops Chair

12:30 - 2:00 p.m. Luncheon - "Next Generation of Hispanic MediaLeaders" Hosted by National Hispanic Press Foundation

Keynote Speaker: Honorable Ben R. Lujan, Congressman of NewMexico, 3rd Congressional District (invited)Hispanic students from New Mexico area high schools, community

colleges and universities will present their slide show of the Student

Voices in Media publication they produced during the day's on-handworkshops. NAHP publishers' family involved in the business will also be

recognized as many children, nephews, nieces and grandchildren takethe publications to the next level!

2:15 - 3:45 p.m. Closing Session - "What and Why are the Issues on theTable for Hispanics in 2010 Hear the latest insights on what all publishersand editors should be thinking about with respect to the Hispanic

communities they serve. Panelists are: Javier Palomarez, President/CEOof the Hispanic Chamber of Commerce; Tom Saenz, President MALDEF;David Honig, President, Minority Media and Telecommunications Council

and Ana Valdez, Excecutive Director of Hispanic Association onCorporate Responsibility (invited)6:00 - 9:00 p.m. Closing Fiesta Reception at Casa Esencia

Sunday, March 14, 2010 - Day 410:00 a.m. - 4:00 p.m. Special tour of Sky City Acoma - optional activity($60/person)

See you at the NAHP 26th Annual Convention & Business Expo

Click here for more info



The 2010 Hispanic Marketing 101

Yearbook is a 176 page book with

over 50 articles on Hispanic

media, Marketing to Latinos, the

Audiences that make up the

Hispanic market, current trendsin media.

40 advertisers are

already in - you

should consider

joining themCall Abraham at

760-434-7474 x171 or email

Abraham with your needs.

Hispanic Zip Profile USA

offers you a totally different

way to market to Latinos.

Not merely the number of

Latinos in a zip code and a

few basic characteristics,

but over a thousand pieces

of GREAT data. For example

target Hispanics by five

comprehensive levels of

Now Is The Time To Register For theNALIP Conference and Save Money

If you are going to the NALIP 2010: NAVIGATING IN A SEA OF

CHANGE National Conference, please be aware that the Early

Bird Registration rate of only $225 expires this Tuesday,



language skills with the

detailed LPN Spanish Index.

Call Kirk at 760-434-1223

for more information.

Need Great ArtworkFor Your Marketing

Efforts?

Ignacio Gomez has

created 150+ magazine

covers; 625+

illustrations for

marketing campaigns;

40+ movie and theater

posters; and hundreds

of other images.

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818-243-2838

Sign up for Hispanic Marketing

February 23, and that the rate will then go up to $275. Register

before the end of the week and save money!!

This will be our 11th annual conference for Latino/a producers,

performers, writers, directors and executives; all attending this

inspiring professional development event from all over the

world! The theme of our 2010 conference is what is really

working for the independent filmmakers now. The program is

co-chaired by NALIP board members Alexis Garcia (WME) andformer Flaherty Executive Director Margarita de la

Vega-Hurtado, as well as Peter Murrieta (writer/executive

producer - "Wizards of Waverly Place"). The event begins with

a keynote lunch on Friday, and runs through noon on Sunday.

It covers television and independent features, documentaries

and new distribution models, plus skills development and

networking.

On Thursday April 8, as a pre-conference event, we'll have our

third NALIP 2010 Actorfest Studio -- If you are a performer,

you can not miss this day full of exciting and engaging

workshops, conversations, and networking opportunities withcasting, acting, and auditioning professionals who'll share their

wisdom and experience to help propel your acting career to

new heights! The NALIP 2010 Actorfest Studio is open to

Latino/a performers of any age or level of experience! And it's

FREE for registered conference attendees!

Also, all registered NALIP 2010 attendees are eligible for:

Application to the Latino Media Market - get funding

and/or distribution for your project!

FREE admittance to the Friday and Saturday keynote

lunches - with guest speakers like Soledad O'Brien of

CNN!FREE admittance to the Friday night screening of "Mother

and Child" - including Q&A with the film's writer/director

Rodrigo Garcia and stars Jimmy Smits and Elpidia Carrillo

Admittance to all open workshops and sessions, including

There Will Be Sangre: Writing Latin Horror, How

Newcomers Break Into The Business, and many more!

DO NOT miss these opportunities - Register Today! by

going to http://www.nalip.org/NALIP2010/index.shtml

Job Opportunity



101 podcasts

The Big Winnerat the 2008 Tony's isnow slated to be a

movie

Join Our List

Palomar Community College District, located

in north San Diego County, CA

invites applications for the full time,

tenure-track 10-month/year position of

Assistant Professor, Chicano Studies

Exceptional, fully- employer-paid benefits. Full details & applications are available at www.palomar.edu/hr/faculty or by

calling (760) 891-7201. First screening deadline: March 5,

2010. Palomar College is an Equal Opportunity Employer, a

Hispanic-Serving Institution and an educational leader

committed to quality learning.

ASTRONAUT JOSE HERNANDEZ

TO DELIVER KEYNOTE ADDRESS AT

LATINO LEADERS LUNCHEON SERIES™

Astronaut Jose Hernandez will keynote the first luncheon of the

6th season of the Latino Leaders Luncheon Series™ , taking

place from 11:30 am-2:00 pm on Monday, March 1st, 2010 at

the Capital Hilton, 16th and K Streets, NW in Washington, DC.

Additional speakers for the program include Latino Leaders

Network Founder and Chairman, Mickey Ibarra; Los Angeles

Councilmember Tony Cardenas and Gus West, Board Chair of

The Hispanic Institute. The quarterly event provides a

platform for prominent Latino leaders to share their personal

story of obstacles overcome to achieve success.

"We are delighted to welcome Jose Hernandez to the LatinoLeaders Luncheon Series™ and to present him with the Nambe

Eagle Leadership Award for outstanding contributions to our

community," says Mickey Ibarra, Founder and Chairman of the

Latino Leaders Network™. "As a groundbreaking scientist and

engineer and a pioneer in space, he has opened doors of

opportunity to many Latinos who see his achievement as living

proof that what we can dream, we can become. For all young

Latinos who dream of going into space, the frontiers of

possibility are limitless."

José Moreno Hernández was born in French Camp, California

and considers Stockton, California his hometown. Mr.



Hernández's family is originally from La Piedad

http://en.wikipedia.org/wiki/La_Piedad, Michoacán

http://en.wikipedia.org/wiki/Michoac%C3%A1n, México and

came to the United States as a migrant worker family,

travelling back and forth between California and Mexico

throughout the year. As a child, Mr. Hernández worked

alongside his family harvesting crops in the California fields and

was actually in the fields hoeing sugar beets the moment he

decided to become an astronaut.

Despite the odds against him, on August 28, 2009, Mr.

Hernández became the ninth Latino astronaut in space, and the

fourth astronaut of Mexican ancestry, as part of the crew of

Space Shuttle mission STS-128, where he filled the post of

Mission Specialist. He joined the Johnson Space Center in

Houston, Texas in 2001 (where he worked as chief of the

materials and Processes branch) and was accepted to the NASA

astronaut corps in 2004. Prior to joining the Johnson Space

Center, Mr. Hernández worked at Lawrence Livermore National

Laboratory http://en.wikipedia.org

/wiki/Lawrence_Livermore_National_Laboratory in Livermore,

California, where he worked on signal and image processing

applications in radar imaging, computed tomography, and

acoustic imaging. While at Livermore Labs, Hernández

co-developed the first full-field digital mammography imaging

system, which has proven useful for detecting breast cancer at

an earlier stage than present film/screen mammography

techniques. He has won recognition awards for his work in this

project.

His other honors include: NASA Service Awards (2002, 2003),

Lawrence Livermore National Laboratory "Outstanding Engineer

Award" (2001), Upward Bound National TRIO Achiever Award

(2001), U.S. Department of Energy "Outstanding PerformanceCommendation" (2000), Society of Mexican American

Engineers and Scientists (MAES) "Medalla de Oro" recipient for

professional and community contributions (1999), Hispanic

Engineer National Achievement Award, "Outstanding Technical

Contribution" (1995), Graduate Engineering Minority Fellow

(GEM) (1985), and Eta Kappa Nu Electrical Engineering Honor

Society member.

Anheuser-Busch Companies, Inc. and Exxon Mobil are the

co-sponsors of the luncheon. Media partners include the

Hispanic Communications Network, Latino Leaders Magazine,

Latina Style online, Latino Print Network, and El Tiempo



Latino.

The first Latino Leaders Luncheon Series event was held in

2004 and more than 20 luncheons have taken place since that

time, featuring Labor Secretary Hilda Solis; Governor Bill

Richardson; Senators Bob Menendez, Mel Martinez and Ken

Salazar; Attorney General Alberto Gonzales; Mayor Antonio

Villaraigosa; Father Virgilio Elizondo; actors Wilmer

Valderamma and Eva Longoria; journalist Maria Hinojoso; andNY Mets General Manager Omar Minaya, among others. Details

and photos from each of these events are available on the

Latino Leaders Network™ website

(www.LatinoLeadersNetwork.org).

If you are interested in the Entertainment Industry, consider

joining the National Association of Latino IndependentProducers. For 10 year NALIP has helped thousands of Latinos

gain access and power within the Entertainment Industry. The

organizations serves producers, directors, writers, and all other

behind the camera professions. For more information about

becoming a member click here. Regular memberships are as

low as $50 and student memberships only $20.

The Price of Renewal by filmmakerPaul Espinosa

Airs This Tuesday, Feb 23 at 9:00 pmon KPBS San Diego

San Diego businessman and philanthropist Sol Price passed

away in December 2009 at the age of 93. His philanthropic

work is featured in The Price of Renewal, a one hour

documentary, produced and directed by award-winning

filmmaker Paul Espinosa.

Profound redevelopment plans over the last 25 years placed

the community of City Heights in an unlikely partnership with

businessman and philanthropist Sol Price, the founder of the



tragically lost his life last year in an accident.

Colburn emphasized several key items during his presentation

to the Board. He mentioned improving the communication for

the advertising network known as NANI as well as adding a

banner ad network, a display ad network and an insert

program.

A strong community supporter, Colburn has served many

boards in his community including the Syracuse Chapter of theMarch of Dimes. Colburn is a graduate of State University of

New York and College of Cortland. He and his wife, Cindy, have

three sons: Chris, Brian and Jeff. He w ill assume the role of

executive director in six to eight weeks. Interim Executive

Director Don Gimberline agreed to continue his role until

Colburn assumes the leadership position.

More Books For Your Consideration



Important EventsTo Plan For?

e-mail info about your Media, Marketing or Latino event to

[email protected]

Please feel free to forward this newsletter on to others who

may find it useful. Please unsubscribe if you no longer wish to

receive it. Trouble vewing this e-mail? Read it on the web.

HM101 Thank you.

Sinceramente,

Kirk Whisler

Hispanic Marketing 101

email: [email protected]

voice: (760) 434-1223

Latino Print Network overall: 760-434-7474

web: www.hm101.com

Podcast: www.mylatinonetwork.com

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