hispanic marketing 101 volume 8 # 23

8/7/2019 Hispanic Marketing 101 Volume 8 # 23

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Volume 8, Number 23 March 23, 2010


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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.

Cal State San Bernardino willhost its first Latino Education

and Advocacy Day, or LEAD,

conference for educators and

advocates on Monday, March 29,

2010. Speakers include Dolores

Huerta, Sylvia Mendez and Juan

Sepulveda.

Click here for more info.

Hola!

With this issue I share the 2010 State of Hispanic Print speech

that I gave a week ago in Albuquerque at the very successful

NAHP Convention. I also share several down loadable files like

the 2009 Hispanic Print profile, a statistical trends report that

we've been doing for nearly 30 years. Please let me know

what you think.

In this issue

The State of Hispanic Print 2010, a speech and analysis by Kirk

Whisler, given at the NAHP Convention in Albuquerque, NM

The complete 2010 Jos Mart Awards from the NAHP

Convention in Albuquerque

10 Important Things That Are Happening Within Hispanic

Publications

Civil rights leader calls for compassionate immigration reform and

an end to deportations

EDWARD OLMOS' TAKES HIS TURN TO 'STAND AND

DELIVER' FOR THE TEACHER HE PORTRAYEDMENENDEZ-KERRY BILL TO STRENGTHEN ORGANIZATION

OF AMERICAN STATES, PROMOTE DEMOCRACY

Luncheon Keynotes Speakers Announced for NALIP 2010

Conference

More Books for your consideration

Issue quote

"If you want to go QUICKLY, go ALONE. If youwant to go FAR, go TOGETHER." -Al GoreIf 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 outHM101 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,


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The National

Association of

Latino Independent

Producers' 2010

Convention, with

the theme

Navigating in a

Sea of Change,

will be held April

9-11 at Loews

Santa Monica Beach

Resort.

This event is a GREATplace 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.

Kirk Whisler

Executive Editor

The State Of Hispanic Print 2010

By Kirk WhislerWe have been plotting the trends of Hispanic Print for nearly 30 yearsand have seen many interesting trends over the years. For several

decades it was non-stop growth every single year. The last severalyears have been the hardest every for publications as a whole, and forHispanic publications many categories have seen negative trends forthe first time ever.

Hispanic Print generated $1.13 BILLION in ad revenue amongst its1,841 publications in 2009. We know that's a positive, as are many other

trends for Hispanic Print. The following trends are some of the highlightsfrom Latino Print Networks annual analysis on Hispanic publications for2009. It includes comparisons with previous years to plot meaningful

trends.

Daily Hispanic NewspapersThe last few years have been roughest on dailies, especially Spanishlanguage dailies. Here are some of the trends:

2005 was the peak year with 42 Hispanic dailiesIn 2009 there were 25 Hispanic dailies in the USA or Puerto Rico

No segment has lost more ad revenue than Hispanic dailies, adrop of 46.6% since 2005Dailies now account for 29% of all Hispanic Print ad revenues

Weekly Hispanic Newspapers

Hispanic weeklies are doing much better and are a bright spot in


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LUIS VALDEZ's

landmark stage play,

"ZOOT SUIT" is set toopen in Mexico City

on April 29, 2010.

Luis Valdez directs the National

Theatre Company of Mexico

(CNT) in what will be the first

Chicano play ever produced by

the 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

(Compaa Nacional de Teatro)

Hispanic Print.

2009 is the peak year with 428 Hispanic weeklies, up from 350 in2005Combined ad revenues have GROWN 11.4% since 2005

Weeklies now account for 34% of all ad sales, first time weeklieshave passed dailiesHispanic owned weeklies are, as a whole, holding solid when

they're driven by LOCAL ad revenues

Local Magazines

With local Latino magazines there are also some bright spots, as well asareas of concern.

2008 was the peak year with 302 Hispanic local glossy &

newsprint magazines2008 was the peak year for ad revenues, but while local glossy

magazines have seen a 27% drop, newsprint publications have

remained stable and account for 8% of all ad revenueHispanic owned weeklies like El Aviso, El Especial, and ElClasificado are key segments to watch

National Magazines

After dailies, national weeklies are suffering the most.

2008 was the peak year with 164 national Hispanic magazines(International magazines are a separate category)

At the end of 2009 there were 136 national Hispanic magazines

Ad revenues dropped 27% this past year, but still account for13% of all ad revenues

A bright spot would be People en Espaol that has seen their

circulation grow every year

Employment

While the overall employment numbers may be down, Hispanicpublications still employ the vast majority of Latinos working in English

or Spanish in the media in the United States.

2007 was the peak year for employment with HispanicPublications with a total of 17,354 employeesIn 2009 11,275 people were employed in Hispanic Print

Hispanic Print employees 3,348 journalists, more than doubleemployed in all other U.S. media combined.


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The All-in-One

Translation, Editing &

Design Service.

Get the service you need

from an experienced

publication translation

service; contact

[email protected] go to

www.transedita.com

The 2010 International

Latino Book Awards

will be held May 25,

2010 at the Jacob

Javits Convention

Center in New York.

Phone 760-434-4484

about attending or

sponsoring thisimportant event.

Audited Publications

One of the great strengths of Hispanic Print is the very large number ofaudited publications. The Hispanic publications that are doing all this

hard work to be audited deserve more attention from advertisers.

2007 was the peak year for audited publications with 211In 2009 168 Hispanic publications were audited

Audited circulation has remained very solid at a combined 15.9

millionHispanic owned publications are the most solid segment here

The 2009 Hispanic Print Trends & Analysis

Click here for the most comprehensive

annual analysis of Hispanic Print anywhere.

For more indepth research please call Kirk Whisler,

Latino Print Network, 760-434-1223, [email protected]

10 Important Things That Are HappeningWithin Hispanic Print

A variety of trends are effecting Hispanic publications in

positive ways. Hispanic Print has many strengths and delivers

some great audiences. The following are some of the

currently most meaningful aspects of Hispanic Print:

#1 Readers Trust Hispanic Print

94% say their Hispanic publication is the best or a good

source for SHOPPING INFORMATION.29% say it's the best source.

Only 5% prefer other sources.

With mainstream dailies only 51% of the readers say

the ads are very or somewhat useful

#2 The Hispanic Audience is Bilingual

68% of Hispanics are bilingual

#3 Hispanic Publications Are Becoming Minority

Certified

Hispanic owned newspapers and local magazines are


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The NationalAssociation of HispanicPublication's Jos MartAwards are the largest

Latino Media AwardsClick here for the 2010

Award Winners

If you are interested in the

Entertainment Industry,

consider joining the National

Association of Latino

Independent Producers. 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

the cornerstone of Hispanic Print

This is becoming key for approaching key corporations,

governmental agencies, as well as a great way to

segment yourself from other media

In the next five years this will be one of the five most

important ways to increase ad sales

#4 Smart Hispanic Publications Own Zip Codes Not

Markets

In 2010 it's more likely to be profitable from 'owning' a

handful of zip codes than to have a small circulation in a

dozens or hundreds of zip codes

Success Hispanic publications need to be in both PRINT

and ONLINE in these zip codes

#5 Hispanic Print Readers Are Online

The readers of Hispanic Print represent the largest segment of

Spanish Speakers on the Internet: 71% of the readers of

Hispanic Print have the Internet in their home and another

8% access the internet outside the home on a weekly basis

(based on the 2009 National Hispanic Readership Study of9,603 readers of Hispanic Print)

#6 Hispanic Publications Are Now Auditing Their

Online Efforts

Circulation audit companies now include auditing of

online publications and their websites

Within the next twelve months advertisers will start

demanding this information

#7 Hispanic Print Readers Are Younger

The average age for readers of Hispanic newspapers is

35.5 - almost the same as Univision is in prime time

The average age for most mainstream dailies is in the

low 50s

#8 The Leaders of Hispanic Print Are Working Together

"If you want to go QUICKLY, go ALONE. If you want to go FAR,

go TOGETHER." -Al Gore

The recent National Association of Hispanic Publications

Convention in Albuquerque showed the depth of leadership

that Hispanic Print has. In coming months you will hear more

of these Hispanic Print leaders speaking out on how Hispanic

Print is DIFFERENT than Mainstream Print and other media.


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as low as $50 and student

memberships only $20.

Be sure to mark your

calendar for the NAHP

2011 Convention:

Orlando, Fla

October 12-15,

2011

For you to learn more

about the values of

Hispanic Publications

Latino Print Network

has done an 80 page

study entitled The

Strengths of Hispanic

Owned PublicationsThe study details through

#9 Better Times Are Ahead

While the last few years have been tough, ethnic markets will

be amongst the first to rebound - in particular the Hispanic

market because it is the fastest growing in the USA.

The State of Hispanic Print 2010

Click here for The State of Hispanic Printpower point presentation that Kirk Whisler

gave at the 2010 NAHP Convention in

Albuquerque

For more indepth research please call Kirk Whisler,

Latino Print Network, 760-434-1223, [email protected]

Civil rights leader calls for compassionateimmigration reform and an end to

deportations

LULAC President Rosa Rosales (in the hat) addresses

half a million at March for America

The National President of the League of United Latin

Americans, this nation's largest and oldest Latino membership

based organization, addressed half a million immigration

supporters at the March for America on the National Mall.

Urging President Obama to work with Congress to pass

compassionate immigration reform and to place a moratorium

on raids and deportations, President Rosales called for


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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

Need A

Quality Portrait for

your business,

restaurant or family?

Ignacio Gomez has over

250 satisfied clients.

Call Ignacio Gomez at

818-243-2838

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

immigration laws that strengthen our economy and recognize

our proud tradition of immigrants seeking the American

Dream.

The March for America, and dozens of events across the

nation, represent millions of Americans - native born and

immigrant, conservative and progressive, business leader and

labor leader, along with a tremendous diversity of faith and

lay leaders - who want comprehensive immigration reformnow.

The League of United Latin American Citizens advances the

economic condition, educational attainment, political

influence, housing, health and civil rights of Hispanic

Americans through community-based programs operating at

more than 700 LULAC councils nationwide.

EDWARD OLMOS' TAKES HIS TURN TO

'STAND AND DELIVER' FOR THE TEACHER

HE PORTRAYED

By Adrian Rocha

Hispanic Link News Service

At age 79, Jaime Escalante, the legendary East Los Angeles

math teacher who inspired the classic 1988 motion picture

Stand and Deliver, is fighting for his life.

This time "ganas" - the Spanish word he used to indoctrinate

thousands of Latino students with a fierce desire to learn,

may not be enough to save him. A month ago, doctors gave

the Bolivian native, now in late stages of gall bladder cancer,two months to live, Edward James Olmos, his long-time

friend, tells Hispanic Link News Service.

Olmos, who earned an Oscar nomination for his portrayal of

Escalante, is on a mission to raise funds to assist the teacher

and his family in Sacramento, Calif., in meeting mounting

medical bills and to cushion his days with comfort and peace.

"It is not that we are trying to save his life," Olmos says with

resignation.

Olmos spent most of a year with Escalante prior to starting

the film. "I was able to build a friendship with one of the


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language skills with the

detailed LPN Spanish Index.

Call Kirk at 760-434-1223 for

more information.

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Ad Agencies, MediaBuyers, Hispanic Media &

Marketing Firms

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 trends in

greatest people on the planet." he says, proclaiming that

Escalante had the greatest depth of any character he has ever

played.

Born in La Paz, Bolivia, Escalante taught physics and math for

14 years in his homeland before migrating to the United

States in 1964. In California he confronted a new language

and the need for U.S. teaching credentials. On earning

them, he obtained a job as a math teacher at Garfield HighSchool in East Los Angeles.

After cajoling school administrators, some students and their

parents to accept his challenge, he instituted Garfield's first

college-level calculus classes.

His greatest triumph - and shock - came in 1982 when he

guided 18 of his students to pass the rigorous national

Advanced Placement calculus exam, an accomplishment

comparable to excelling in college competition.

The shock? Test administrators couldn't believe Chicano

students from East L.A. could be that smart. Suspecting they

cheated, AP officials demanded they take the test again. The

students complied and passed again, many scoring even

higher than before.

The sour memory of how the media played the drama has

remained with Olmos. "The press came after him," as the

cheating charges received far more attention than the

achievements of Escalante and his students, Olmos recalls

with lingering rancor.

The actor first met Escalante in the early '80s when both were

being honored by the NAACP - Olmos for his relentlessdevotion to helping the community and Escalante for his

classroom magic.

Escalante's odyssey made its way to the big screen in 1988,

showing the world that kids from disadvantaged backgrounds

are just as capable as students from affluent ones. They

possess the potential to "understand the highest form of

mental use achieved by mathematics," Olmos says. Stand and

Deliver continues to be screened regularly in high schools and

middle schools throughout the country. Olmos makes the

claim it is "the world's number 1 most influential

movie."


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media.

40 advertisers are

already in - you

should consider

joining themCall Abraham at

760-434-7474 x171 or emailAbraham with your needs.

Need Great Artwork

For 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.

His big acting break came as El Pachuco in Zoot Suit. Hisroles

over the years include Gaff in Blade Runner, Lt. Martin Castillo

in Miami Vice, Montoya Santana in American Me, which he

directed, and most recently, Admiral William Adama in

Battlestar Galactica.

But today Escalante remains foremost in his thoughts. Three

presidents - Ronald Reagan, George H. W. Bush and WilliamClinton - have hosted the remarkable teacher at the White

House in the past. With Escalante unable to travel, Olmos

says. "I'm praying that President Obama will find a way to see

Jaime and thank him for all he's done for our nation."

(Adrian Rocha is a reporter with Hispanic Link News Service in

Washington, D.C. His email: [email protected])

To help the family of Jaime Escalante, contact:

"Friends of Jaime"

c/o FASE

236 West Mountain Street, Suite 105

Pasadena, CA 91103

Or call 626-793-5300 for more information

The complete Jos Mart Awards From the

NAHP Convention In Albuquerque


12/15

Call Ignacio Gomez at818-243-2838

Sign up for Hispanic Marketing 101

podcasts

The Big Winnerat the 2008 Tony's is now

slated to be a movie

Join Our List

This was the most exciting series of NAHP Jos Mart Awards

in a number of years. Between last Thursday and Saturday a

total of 222 Gold, Silver and Bronze awards were given out to

50 different Hispanic publications across the USA.

Click here for a complete list of The

2010 Jos Mart AwardsWe hold that both local and national advertisers give the

respect that these awards deserve - and give these

publications extra attention in upcoming ad buys.

MENENDEZ-KERRY BILL TOSTRENGTHEN ORGANIZATION OF

AMERICAN STATES, PROMOTEDEMOCRACY

U.S. Senator Robert Menendez (D-NJ), a member of the

Foreign Relations Committee, and Committee Chairman John

Kerry (D-MA), last week introduced legislation to strengthen

the Organization of American States (OAS). The "Organization

of American States Revitalization and Reform Act of 2010"

(S.3087) would help refocus the OAS on key mission areas

through reform and greater transparency in budgeting,

accounting, and hiring.

"Our hemisphere, with few exceptions, is unified in its

commitment to some of the noblest objectives in history -

democracy, human rights, freedom, fairness, transparency,

and justice," said Menendez. "But there is more work to bedone - as underscored by the erratic authoritarianism in

Venezuela, the recent coup in Honduras, the human rights

violations in Colombia, and ongoing abuses of the Castro

regime. It is in the interest of the United States to have a

strong, capable and relevant multilateral forum in which to

resolve disputes and build consensus around initiatives."

"The OAS is the primary venue for collaboration and

coordination on security, democracy, the environment, and

other critical issues here in our own hemisphere, from Canada

to Tierra del Fuego," said Kerry. "To fulfill its mission in the

21st century, the OAS needs reform and modernization, and


13/15

our legislation clearly moves it in that direction."

The Menendez-Kerry bill works to focus the mission of the

institution towards its natural areas of strength, adopt and

implement improved accounting standards, put in place

results-based budgeting processes, and adhere to transparent

and merit-based human resource policies. It also seeks to

help agencies within the U.S. Government to better use the

OAS as a forum to collaborate on areas of mutual interest likeenergy, citizen security, economic development, and trade.

The core of the OAS programs consolidate democracy,

monitor elections, and improve public security.

Click HERE for a PDF of the "Organization of American States

Revitalization and Reform Act of 2010" (S. 3087)

Luncheon Keynotes SpeakersAnnounced for NALIP 2010

Conference

NALIP 2010 begins at lunch on Friday, April 9 with an

interview you will not want to miss. CNN's Soledad O'Brien,

fresh from her in-depth reporting in Haiti and her "Latino in

America" series, will do a conversation with the only Latina

producer to exceed $1 billion in box office. Elizabeth Avellan

of Troublemaker Studios looks to increase the revenues to her

credit by a significant amount in 2010: she has two

blockbusters due out this summer from Fox, Predators and

Machete. Come hear these two extraordinary Latinas discuss

their perspective on our industry, our standing as a

community, and what's really working as we launch our 11th

national conference.

Saturday's keynote lunch speaker will be no less provocative.

Screen Gems president Clint Culpepper joins us to discuss the

Sony Pictures specialty division that has become one of the

most consistent and successful studio-operated labels in the

film industry under his leadership. Through a keen eye for

talent, a major commitment to genre films, and consistent

representation of minorities and urban settings, Clint has

shepherded 4-6 films each year from last year's Obsessed

with Beyonce Knowles to Legion with Tyrese Gibson to

romantic drama Dear John. Come hear his unique vantage on

our business and its future, which includes his upcoming


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remake of Straw Dogs, Stomp the Yard 2 and Sniper:

Reloaded.

For more on the convention click here.

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.


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Sinceramente,

Kirk Whisler

Hispanic Marketing 101

email: [email protected]

voice: (760) 434-1223

Latino Print Network overall: 760-434-7474web: www.hm101.com

Podcast: www.mylatinonetwork.com

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