Inspiration Central

How Brands are Passed Down (and Up) between Generations

By: Ad Hispanic

Teens might prefer to hit their favorite stores with friends, but they’re not afraid to buy the same brands as their parents. In fact, teens think it’s cool to share a passion for a brand with mom or dad. We reached out to roughly a dozen teens, and they told us how their families influence each other’s shopping habits. Here’s a look at how all those brand recommendations take place:

Parents introduce established brands to teens. Buying from the most well-known brands—everything from Chanel to Gap to Clinique—passes down from parents to children. “My mom introduced me to Nordstrom,” says Amy, 19. “She loves the customer service there and thought it had a lot of great options for me.” Another teen, Sammie, 15, told us shopping at the Gap is a family affair: “My mom first introduced me to Gap and now the whole family shops there. My older sister just went to Gap looking for her first job interview outfit. My dad loves the pants.”

Teens keep parents in the loop on new brands. This inter-generational shopping influence is a two-way street. Teens, who are out in the world trying new things, expose their parents to newer brands, such as Trader Joe’s, Rue21, Adidas and Urban Outfitters. “We love it!” Sammie, 15, told us about Trader Joe’s. “My sister and I discovered it first and brought our parents into the store.” Sammie loves the prepared foods; her sister likes the yummy baked goods, and dad is a fan of the beer.

Sharing brands with parents creates special memories. Several teens described loving the same brand as a parent as a bonding experience. Sofia, 15, told us drinking Silk Soymilk was special because “only my dad and I drink soymilk at home.” Being introduced to a brand by mom or dad might also tie into a big moment in life. “My mom took me to Victoria’s Secret to try their bras when I got to an appropriate age to wear and buy things from there,” says Patrice, 19, who still names it as a favorite brand. Passing down cosmetics brands is another right of passage and shared experience for mothers and daughters. Sofia Marie, 19, told us she uses Pond’s moisturizer and cold cream because her mom told her it was the best. “I’ve been using it my whole life and never really looked at alternatives because I trust my mom on cosmetics.”

But teens don’t want to share everything. Some youthful brands, such as Victoria’s Secret PINK, aren’t for adults and teens aren’t shy about voicing those boundaries. “My mother saw my PINK boy shorts, thought they were cute and now she is shopping at PINK with me!” says Sofia, 15. “I don’t particularly like it because PINK is for teens, not for a 48 year old!” Patrice, 19, told us she loves young fashion retailers like Forever 21 and Rue21 but wouldn’t rush out and introduce those clothes to her mom. “They aren’t necessarily appropriate,” she says, noting that she might allow her mom to buy some—but not all—the clothes from those stores.
The Takeaway for Brands

• Focus on product selection. To appeal across generations, focus on classic, ageless style (like Chanel) or offer a selection that hits a variety of age points, either with basics like the Gap or the sub-brand approach taken by Victoria’s Secret.

• Show authentic moments between teens and parents. Many ads (we’re looking at you, cell phone family plans) come across as cheesy instead of believable. Show real bonding experiences between families to make multi-generational connections.

• Find creative ways to encourage parent-child referrals. Try two-part coupons with messaging to pass along the discount to mom and dad. Or hold creative mother-daughter events with incentives for shopping together.

Is your brand being passed down—or up—between generations? What are you doing to encourage families to share the love for your brand?

By Maruchi Santana
Maruchi Santana is chief client officer/insights and trend director at Parham

April 10, 2013   No Comments

Barbie’s ‘Dolls of the World’ Spark Debate Over Cultural Stereotypes

By: Kacy Capobres

barbies of the world.jpg

One is wearing a Chilean huaso, a knee-length black skirt with a ruffled blouse and red vest. Another is decked out in full Argentinean tango attire, with a ruffled blue dress and black lace shawl. A third has long black hair and wears a long pink dress filled with lace. And she’s holding a Chihuahua.

The dolls are part of the legendary Barbie line and they are being relaunched as part of an effort by Mattel, the makers of Barbie, to appeal to a new, more diverse generation of doll enthusiasts.

The “Dolls of the World Collection” – initially launched 30 years ago but now making a comeback – is trying to represent a variety of countries to the Barbie consumer, including many from Latin America.

“Girls enjoy exploring the world and learning about different cultures through play,” Sara Rosales, a Mattel spokeswoman, told Fox News Latino. “The Barbie brand understands the significance of introducing new cultures to girls in a relatable way.”

According to Rosales, the company conducted research to create dolls “that celebrates both the country’s heritage and culture.”

“The Dolls of the World collection features the native fashions, while celebrating the cultures and diversity represented within each country in a way that will appeal to Barbie fans of all ages.”

But the campaign has provoked backlash among some advocates for promoting tired stereotypes.

“It would be nice to see some contemporary images from these countries,” Felix Sanchez, chairman and co-founder of the National Hispanic Foundation for the Arts, told Fox News Latino. “These images seem very dated and seem to have been created for a different time.”

With the new collection showcasing Barbies from countries – including Spain, Chile, Argentina, and Brazil – the Mexico doll, in particular, has caused a bit of a stir.

On the Barbie collector website, the doll is described as having the facial sculpt of a “new Hispanic” and a skin tone that is “LA tan.”

Dressed in a pink ruffled dress for a “fabulous” fiesta, the Mexico Barbie is accompanied by her “Chihuahua friend” and a bright-pink passport.

Journalist Laura Martínez told Fox News Latino she didn’t see the inherent stereotypes in the doll as offensives, necessarily.

Girls can “play with your Barbie Mexicana,” Martinez wrote out on her website, but “don’t even think of calling her indocumentada.”

April 10, 2013   No Comments

Young Hispanics’ Changing Attitudes About Money

By Insight Tr3s

As April 15th approaches, everyone who has earned money this year is making sure they’ve given Uncle Sam his due. As a result, it’s that time of year for reflecting on matters of money — a particular concern for young adults, who have come-of-age during a recession and have been disproportionately affected by it. At an age when previous generations were establishing careers, starting families, and buying houses, today’s young adult is still await the expansive opportunities that were promised to them. For many – Hispanics in particular – those prospects have yet to appear.

When it comes to employment, Hispanic young adults have it rough. Hispanics 18 to 34 overall have an unemployment rate that’s 25% above that of non-Hispanic whites, according to a recent analysis of Bureau of Labor Statistics data by the think tank Demos. Research indicates, 1 out of 7 Hispanics ages 18 to 24 are looking for a job but can’t find one. The lack of job growth in the market is hitting the youngest adults especially hard: in 2012, labor force participation for total 18 to 24-year-olds fell to its lowest point in over four decades.

Combining findings from its 2012 research study “Hispanic 18-34s Living the ‘Next Normal’” with information from other sources, Tr3s has prepared some research on young Hispanic adults and their changing attitudes toward money.

Ostentatious wealth is “out.” For Boomers and Xers, brand names and high-priced products were status symbols. Tr3s found that young adults today don’t have that luxury. Money is tight, so overspending is not really an option. In addition, it’s a source of resentment — they connote frivolous spending, which they blame for our current economic problems, with poor judgment. This is true not just for young Hispanics, but young adults in general.

Money as a protective talisman is “in.” Because anything can happen, money in the bank is an insurance policy against tough times that might lie ahead, according to Tr3s research. For many, that savings account will also make it possible to move out of their parents’ house someday.

Hispanic young adults want to do better than their parents. Being financially better off than their parents is very important for 7 out of 10 Hispanic young adults, according to the 2012 Maximo Report. They’re almost twice as likely as white non-Hispanics to have this desire.

In spite of their difficulties, they’re optimistic about the future. The Maximo Report found that 6 in 10 Hispanic young adults feel the recession is getting better (a 116 index vs. white non-Hispanics). Tr3s also found that 61% of Hispanics 18 to 29 considers themselves to be very happy.

April 10, 2013   No Comments

Social Media and Multitasking go Hand in Hand

By: AdHispanic

Go anywhere, do anything smartphones have been a boon to social network users, who are now able to check in with their friends and family from pretty much any location that has Wi-Fi or cellphone service. As a result, social media has seeped into many real-world activities, according to a March 2013 survey of US internet users conducted by financial education website CreditDonkey.

Social network multitaskers on both Facebook and Twitter were most likely to log on to accounts when they were planted in front of the TV; more than eight in 10 Facebook users and about two-thirds of Twitter users used social networks while channel surfing. But the two networks were also extremely popular while traveling and among those who were supposed to be working.

Women were slightly more likely than men to turn to social media while watching TV, traveling and exercising, and significantly more likely to do so while shopping. Men, meanwhile, were less hesitant to check in with their networks while at work. They also admitted to a much greater propensity to use social media while drunk or on the toilet than women.

It’s likely that social media multitasking will not disappear any time in the near future. CreditDonkey also found that 44% of smartphone users named social networking as the most popular activity they engaged in on their devices, followed by entertainment (33%) and then working (11%).

April 10, 2013   No Comments

Heineken USA Shifts U.S. Shops For Tecate

By: E.J. Schultz

Ending an unusual experiment, Heineken USA will no longer rely on a Mexican-based agency for all U.S. advertising on Tecate. Instead, the importer has selected Inspire, Dallas, to oversee English-language campaigns for the Mexican brand, Ad Age has learned.

The marketer 14 months agoshifted the entire U.S. account to Olabuenaga Chemistri, which has long handled the brand in Mexico. The consolidation – seen as a cost-cutting move — included a limited number of English-language ads as the brand ramped up its strategy of reaching out to acculturated Hispanic drinkers.

Olabuenaga will still handle Spanish-language advertising in the U.S. But the brand was not satisfied with the English spots and tapped Inspire after a review, said Tecate VP-Marketing Felix Palau. “We realized that when a Mexican agency tries to develop English creative, it feels translated,” Mr. Palau told Ad Age. “So in all honesty, we were not comfortable with the delivery.”

Inspire is No. 41 in Ad Age’s Hispanic Fact Pack ranking of the 50 largest U.S. Hispanic ad agencies, with 2011 revenue of $4.4 million. Clients include McDonald’s and Sprint.

Mr. Palau said he is comfortable with Inspire because the agency’s employees are themselves “bi-cultural.” He added: “They speak English and they speak Spanish. They absolutely get these consumers … They have it in their DNA.”

Inspire will also pick up advertising for Indio, a Mexican dark lager that Heineken USA brought to the states last year in select markets. The account had been at Olabuenaga Chemistri. The brand targets urban, acculturated Latinos, or what Heineken calls “Los Indies.” As such, advertising has included Spanglish slogans, such as a billboard declaring “Ya esta here.” Media buying this year will include digital and outdoor.

Inspire’s workload for Tecate will initially be limited to local radio advertising and out-of-home, although Mr. Palau did not rule out TV ads down the road.

The shift comes as the importer puts more emphasis on Tecate Light, which is in the midst of a growth spurt that has helped lift the entire Tecate franchise. Light, which entered the U.S. market in 2007, is sold in several Western states in addition to New York City. Consumption increased every month for the 14 months running from November 2011 to December 2012, including a huge 80% jump in October, according to Nielsen figures cited by Heineken USA.

Light has historically been advertised along with regular Tecate. But this year Light will get more dedicated marketing in the form of billboards and other outdoor executions such as wrapping large structures to make them look like beer cans. Still, unlike the separate campaigns that competitor Crown Imports has begun runs for Corona and Corona Light, Heineken USA plans to keep Tecate and Tecate Light woven together.

“It’s not Coca-Cola and Diet Coke that are very different brands,” Mr. Palau said. “This is a franchise. Tecate Light lives and breathes all the masculinity cues of Tecate.” Still, he added that “if in the future we see that Tecate Light gets so big that it becomes the center of this brand, we may end up in a situation where we have to rethink our strategy.”

Light comprises 13% of the Tecate franchise sales in the U.S., up from 7% in 2011, according to the importer. But in Mexico, Light dominates with 80% of the total brand’s sales, suggesting that the line extension might have plenty of growth potential in the U.S.

The first radio ad by Inspire – which will hit markets soon – keeps the brand’s long-running “con caracter” tagline but plugs Tecate and Tecate Light as “dangerously bold cervezas,” in a lighthearted, somewhat irreverent approach using suggestive word-play.

The ad is part of a strategy set in motion a couple years ago to expand Tecate from its traditional base of new U.S. immigrants to more acculturated Hispanics with humor. The move was precipitated by the fact that second- and third-generation Hispanics are accounting for a larger share of the Hispanic market.

To listen to the radio spot make sure to visit: http://adage.com/article/agency-news/heineken-usa-picks-u-s-agency-tecate/240190/

April 10, 2013   No Comments

Internet Radio Must Tune In to the Emerging Hispanic Mainstream

By: John Trimble

Last year was a landmark one in Hispanic media. On TV, new and planned broadcast and cable channels from Fox, ESPN and others now battle for the attention of Hispanic viewers against incumbents Univision and Telemundo.

Though not receiving the same national attention as TV, equally dramatic shifts have taken place in the Hispanic radio landscape. Like TV, the radio marketplace has quickly evolved from local broadcast, then satellite, to the emergence of internet radio as a primary destination catering to the changing musical tastes and listening preferences of Hispanic consumers, an increasingly powerful consumer segment of the U.S. population.

According to the Selig Center for Economic Growth, Hispanic spending power will rise to $1.5 trillion by 2015, or nearly 11% of total U.S. buying power.  U.S. Census projections offer a similar view on the growing importance of Hispanic consumers. Hispanics presently make up 16.3% of the total U.S. population, or just over 52 million people. By 2050 this figure is projected to reach 133 million, or nearly one-third of the entire U.S. population.

As marketers, we obviously shouldn’t wait until 2050 or even 2015 to better understand the shifting needs and perspectives of Hispanic consumers. Findings from a recent internet radio study suggest brands should adopt a flexible mix of mass and specialized marketing techniques to successfully communicate with a Hispanic community that is young, vibrant and ethnically diverse. The study was conducted by Bovitz Research focusing on the online-music consumption habits, social interactions and shopping preferences of Hispanic consumers.

Additional takeaways from the study include:

Mobile-centric. While internet radio services such as Pandora are now ubiquitous, available across a multitude of media platforms in the home, office and in motion, 88% of Hispanic listeners prefer mobile devices such as smartphones and tablets (compared to 75% for Pandora’s general listeners). When utilizing mobile to engage Hispanic consumers, marketers should consider enhanced options that take advantage of location, with immediate calls to action such as instant coupons, check in’s, proximity invites, social sharing, etc. Getting this right will translate into improved response from this important demographic segment.

Mass reach and geo-targeting in equal measure. Reaching Hispanics in the United States requires both mainstream options and precise targeting to address varied tastes and interests, market-to-market and region-to-region. Hispanic consumers in Miami will have both commonalities and distinct brand differences with Hispanic consumers in Los Angeles. Consider marketing options offering both broad reach and message flexibility by individual listener.

Language options vary. Language preferences among Hispanic households vary significantly by generation. According to Simmons Research, third-generation Hispanic households tend to be bilingual, enjoying a wider array of media options in both languages. Adopt a more refined contextual approach to campaign messaging, stressing both language preference and translation sensitivity. For example, earlier in 2012 Pandora focused on Spanish copy over English for an insurance client to reach Hispanic adults age 25 to 49. The decision resulted in lifts in message recall (23%), brand favorability (53%) and purchase consideration (47%).

Broaden the music mix. Content preferences also vary widely by age, region, language, etc. To successfully reach a broader segment of the Hispanic consumer base via internet radio, utilize mass-appeal music options including pop, rock and rap/hip hop to complement Latin-based music channels. Add a community dimension: Brands should take “the longer view” sponsoring music-centric events, non-profit activities, or simply supporting causes of vital importance to the local Hispanic community, helping create social buzz and lasting impressions among consumers that transcend typical marketing efforts.

The prospect of Hispanics making up nearly one in three U.S. consumers by 2050 will likely offer many unique opportunities and challenges to marketers in the years ahead. Possessing general-market characteristics as well as a rich and diverse cultural heritage, Hispanic audiences may well rewrite the definition of what is considered mainstream (media or otherwise) in the United States. In the meantime, marketers interested in ongoing conversations with Hispanic consumers will have a growing palette of media options to choose from on TV and, most notably, via internet radio.

February 15, 2013   No Comments

Hispanic Men Present Opportunities for Marketers

By: HispanicAd

While the Hispanic population is growing at a fast pace in the US – and with them their purchasing power – it seems in the last few years much of the focus has been on Latinas, neglecting an equally important Hispanic shopper…Hispanic men. Indeed, according to latest research from Mintel, some 42% of Hispanic men and more than half (55%) of Hispanic dads are the top decision maker on the purchases made in their household.

Moreover, influence in the household also varies with age. Around half (54%) of Hispanic men aged 45-64 have the most influence on their household purchasing decisions, as do half (50%) of Hispanic men aged 35-44, versus 44% of those aged 25-34.

Leila Ahuile, senior multicultural analyst at Mintel, said:

“Everywhere we look marketers are directing their focus on Latinas, but brands are forgetting to talk to Hispanic men. Ignoring Hispanic men is an unwise mistake as this growing group, like most men in the US, has taken on a greater role with household chores, caring for children and shopping for the household. Marketing efforts that discuss how Hispanic men, and Hispanic dads in particular, can obtain top value in their household purchases could set a grocery retailer apart from its competitors, leading to greater loyalty among Hispanic men who are buying food for the household. By failing to reach out to Hispanic men, brands and retailers will miss out on the chance to establish themselves as the first choice among a segment of shoppers poised to gain great influence in the coming years.”

When it comes to where to shop, three in four (75%) Hispanic men shop for food items at a traditional grocery store, making it the leading destination among Hispanic men for food shopping for their household. However, Hispanic fathers are more likely to purchase groceries at mass merchandisers, with 71% of them doing so, compared to 63% of Hispanic men without children.

Despite their active role in the household, when it comes to their portrayal in the media, two-thirds (66%) of Hispanic men believe they are stereotyped by advertisers – meanwhile half (50%) of Hispanic men think that Hispanic women are positively reflected in the media.

“Hispanic men feel like they are misrepresented in the media. This means that marketers may be missing the mark with their advertising initiatives in both Spanish- and English-language media. By having greater sensitivity to Hispanic culture, stereotypes could be omitted from ads and a higher level of engagement could be reached,” Leila Ahuile explains.

As for key purchasing factors, Latinos like to play it safe. Some 44% of Hispanic men bought a new product after first sampling it in a store, while 42% made a purchase after a friend or family recommended the product. Moreover, around a third (32%) of Hispanic men are more likely to be influenced by ads on Spanish-language TV than ads on English-language TV.

What’s more, in certain categories, Hispanic men are more brand loyal than Latinas and are often willing to pay a bit more for their preferred brand. Some 35% of Hispanic men think more expensive brands of laundry detergents are more effective than bargain brands – versus 31% of Hispanic women – and some 58% of them only shop at their favorite stores, as they are confident they will find the brands of merchandise they like there.

However, among other ethnic groups, Hispanic men are the least likely to take over grocery duties. Indeed, 69% of Hispanic men purchased food products in the last twelve months, compared to 83% of their White counterparts, 81% of Asian and 71% of their Black counterparts.

The likelihood of Hispanic men buying certain products is also somewhat dependent on household income. Mintel’s research shows that 78% of Hispanic men in homes with higher income ($100K+) have purchased clothing or food products in the last year, compared to 67% of those on a lower income (less than $25K).

February 15, 2013   No Comments

Second-Generation Americans, A Portrait of the Adult Children of Immigrants

By: HispanicAd

Second-generation Americans—the 20 million adult U.S.-born children of immigrants—are substantially better off than immigrants themselves on key measures of socioeconomic attainment, according to a new Pew Research Center analysis of U.S. Census Bureau data. They have higher incomes; more are college graduates and homeowners; and fewer live in poverty. In all of these measures, their characteristics resemble those of the full U.S. adult population.

Hispanics and Asian Americans make up about seven-in-ten of today’s adult immigrants and about half of today’s adult second generation. Pew Research surveys find that the second generations of both groups are much more likely than the immigrants to speak English; to have friends and spouses outside their ethnic or racial group, to say their group gets along well with others, and to think of themselves as a “typical American.”

The Pew Research surveys also find that second-generation Hispanics and Asian Americans place more importance than does the general public on hard work and career success. They are more inclined to call themselves liberal and less likely to identify as Republicans. And for the most part they are more likely to say their standard of living is higher than that of their parents at the same stage of life. In all of these measures, the second generation resembles the immigrant generation more closely than the general public.

February 15, 2013   No Comments

NBC Universal Resets Oversight of Cable, Digital, Spanish TV

By: Brian Steinberg

At NBC Universal, oversight of cable, digital properties and Spanish-language broadcasting has recently involved a complex chain of command. Now the company’s CEO, Steve Burke, is attempting to simplify the three operations.

In a sweeping maneuver announced Monday, Mr. Burke handed responsibility of the company’s cable networks to Bonnie Hammer, the popular programmer who built such assets as USA and SyFy into cable powerhouses, and whose current project is building up E!.

Lauren Zalaznick, who had been running cable networks including Bravo and Oxygen while also overseeing Spanish-language network Telemundo, a slew of web properties and some broad marketing programs, will now focus on digital properties as well as general innovation and emerging technology at the company.

Meanwhile, NBC Universal said it had hired Joe Uva, formerly CEO of rival Univision, to run Telemundo.

Since Comcast acquired a majority stake in NBC Universal in early 2011, Mr. Burke has looked to make the company more efficient. In recent months, he has reorganized NBC Sports and NBC News.

“Our business is more dynamic and challenging than at any point in its history,” Mr. Burke said in a memo to employees. “Now, more than ever, we need to simplify our organization and take advantage of the breadth of our assets. At the same time, we need to focus more on innovation and emerging technologies. These organization changes are designed to do just that.”

Ms. Zalaznick, in particular, always seemed to have a rather disjointed portfolio, running female-skewing cable networks while at the same time trying to enlarge digital operations like Fandango and Daily Candy as well as keeping abreast of the increasingly competitive world of Spanish-language TV, an arena in which News Corp. recently launched a new network, MundoFox.

Mr. Uva, who will start with NBC Universal in April, will be chairman-Hispanic enterprises and content.

February 15, 2013   No Comments

Latino Moviegoers are Fueling Box Office Sales

By: RH Reach Hispanic

The Hispanic population comprises 16% of the US population, but according to a recent article this population comprised 25% of box office sales in 2012. The MPAA’s (Movie Picture Association of America) chairman and CEO Chris Dodd “sternly instructed the film industry to better serve Hispanic moviegoers, who more and more are becoming a Hollywood lifeline.”

Several movies that have come out recently can trace a large part of their success to Hispanic moviegoers.

  • Mama – starring Jessica Chastain and directed by Guillermo del Toro- opened to $32.1 million over the four-day Martin Luther King Jr. weekend, with Latino moviegoers making up 47 percent of Mama’s audience.
  • End of Watch debuted over the Sept. 21-23 weekend; 32 percent of the audience was Hispanic, both Spanish- and English-speaking.
  • Hotel Transylvania stunned box-office observers when it opened to $42.6 million.

Pamela McClintock of the Hollywood Reporter said: “Transylvania is an immediate draw for Hispanics for several reasons. Going to the movies is culturally a family affair, so it follows that family movies, including animated ones, are well-frequented. According to a recent Nielsen NRG study on cross-media consumption habits, the Hispanic demo can make up a quarter or more of the audience for animated tent poles. This weekend, Ice Age 4 became the top-grossing picture of all time with $694.4 million grossed internationally, fueled in large part by Hispanic markets.”

If you haven’t figured it out already, the Hispanic market is not just an important part, but a fundamental part of any movie’s marketing strategy.  Hollywood is beginning to listen and seeing dividends.  But as box office numbers continue to fall overall, is Hollywood doing enough to reach this vital segment?

February 15, 2013   No Comments

Why Can’t the Booming Hispanic Market Get Its Fair Share of Investment?

By: Isabel Valdes and Jake Beniflah

“If the [U.S.] Hispanic market were a nation, it would soon be the 11th largest economy in the world,” global CEO Sol Trujillo told the Wall Street Summit of 2010. That would place it on the list right near Russia, Canada and Australia. At that size, and with tremendous growth potential — the Hispanic market grew 43% in the last 10 years — how can this market still seem invisible so much of the time, failing to get the investment share and business priority it ought to have?

The answer lies in a seriously flawed system for gathering multicultural sales data. What multicultural market researcher experts call the “sales data undercount” is estimated at between 40% to 60% of the true volume of multicultural consumer sales, depending on the brand or product category.

How does this occur? Most consumer product and service companies gather all sorts of multicultural demographic, psychographic and behavioral data and have made great strides in marketing and advertising to these customers. However, tracking sales remains poor: What percentage of corporate sales and growth is generated by purchases of each of the different consumer groups: Hispanic, African-American, Asian-American and Asians?

Many corporate managers rely on multicultural retail sales data provided by syndicated measurement companies, which quantify how much of a product is purchased by a given demographic group. These numbers are crucial because they measure who purchased what, and are used to make business decisions, including budget allocations for marketing, advertising and product and service innovation.

However, multicultural-consumer sales data tends to be incomplete. Today’s system for measuring multicultural retail sales data is outdated, for a number of reasons. Syndicated retail data do not include sales from the independent, mom-and-pop and convenience stores where many Hispanic, African-American and Asian-American consumers shop. (These are commonly referred in retail as “unmeasured” or “untracked” channels.) In other cases, syndicated retail data under-represent urban and hard-to-reach consumers, including non-English speaking Hispanics or Asians.

These limitations explain, in part, why actual multicultural sales are significantly under-reported, making the U.S. multicultural markets effectively an invisible emerging economy.

How can CMOs budget the proper level of investment if they are unable to link sales to their Hispanic or African-American marketing and advertising efforts? How can they accurately allocate multicultural budgets without having reliable sales measures? The lack of reliable multicultural sales data is one of the primary reasons why companies continue to under-invest in the Hispanic market, which should be seen as a source of real and sustainable growth for corporations.

Presently, corporations try to “fix” the data undercount problem through retail data “guesstimates” and “patchwork,” that is, by using sales estimates applied from one market to another, using a mixture of syndicated data from different sources, etc. These approaches fall short of being a true measure of what and how much is being purchased by multicultural consumers.

The solution lies in the hands of corporations, which first, need to become aware of the multicultural sales undercount problem, and secondly, need to demand improvements to the existing syndicated measurement system by adding all retailers (e.g., independents, mom-and-pops, convenience stores, mass-retailers, etc.), and asking all retailers and syndicated data companies to work together to find a reliable solution to this problem.

Once the sales undercount is corrected, corporations will be able to make informed business decisions based on complete multicultural sales data. This will not only help them maximize their return on investment, but also make the correct multicultural sales data fully visible to their bottom line.

January 10, 2013   No Comments

New Mortgage Rules Could Help Latinos, CFPB Says

By: Andrew O’Reilly

housing market latino.jpg

With the country still reeling from the aftermath of the housing crisis and the economy in a slow recovery, the federal government’s consumer watchdog group introduced a new set of rules Thursday in an attempt to rebuild a shaky housing market and to protect homeowners from defaulting on loans.

The Consumer Financial Protection Bureau’s (CFPB) new rules could help Latinos homeowners who have been some of those hardest hit by the housing crisis of the past few years and the goal of the Bureau’s new rule is to protect consumers from risky practices that helped cause the crisis., said Moira Vahey, a spokesperson for the CFPB.

“The goal is to make sure people can make payments on their loans,” Vahey said. “It’s like a guardrail for the mortgage industry.”

The keystone of the bureau’s new regulations is the Ability-to-Repay rule, which hopes to guarantee that lenders only offer mortgages that consumers can afford. A main cause of the housing market crash, experts say, was the reckless lending to homeowners regardless of their ability to afford the loans.

“Having the important Ability-to-Repay rule in place – indeed, having all of the mortgage rules in place and on sound footing – is an essential foundation for our much-needed recovery in mortgage lending,” CFPB Director Richard Cordray said early Thursday. “We believe this rule does exactly what it is supposed to do: It protects consumers and helps strengthen the housing market by rooting out reckless and unsustainable lending, while enabling safer lending.”

The Ability-to-Repay rule requires having all potential homeowners provide financial information for lender’s verification. To qualify for a loan, borrowers must hold sufficient assets to pay it back.

Along with these two regulations, the rule holds lenders accountable for the consumer’s ability to repay both the principal and interest over the long run – not just during the lower introductory period.

The National Council of La Raza (NCLR) cautiously praised the CFPB’s new rules, saying that while the bureau’s announcement did not reflect all of the organization’s recommendations, it did craft a better definition of a Qualified Mortgage and makes sure that Latinos are better protected from predatory lenders.

The CFPB defined Qualified Mortgages as a category of loans where borrowers cannot have certain chancy features such as negative-amortization, where the amount owed increases for some period due to the borrower not paying the interest and the unpaid interest getting added to the amount borrowed.

During last year’s U.S. presidential campaign, the NCLR and other advocacy groups asked both candidates to stop needless foreclosures, expand affordable rental housing and revive a sustainable path to homeownership.

“Greater numbers of Latinos will become first time homeowners in the years to come, helping both the economic mobility of their families and the prosperity of our nation as a whole,” said Janet Murguía, President and CEO of NCLR.  ”We commend CFPB for adopting a broad definition of a Qualified Mortgage, which will foster an inclusive housing market for Hispanic families just starting out. The rule will require lenders to be sure borrowers can afford their loans, a commonsense protection that will benefit the entire market.”

Loans that would fall under the QM banner would be any home loan purchased by Fannie Mae and Freddie Mac along with mortgages insured by the Federal Housing Administration, the U.S. Department of Veterans Affairs and the U.S. Department of Agriculture.

Some mortgage brokers, however, don’t see the rules positively affecting Latinos anymore than they do any other consumer in the U.S. Unless they are undocumented and thus don’t qualify for loans, Latinos are judged on the same standard as anyone else when it comes to getting a mortgage, said John Younes, the owner of Preferred Mortgage Lenders in Davie, Fla.

“I don’t see any difference if you’re white black, brown, green or yellow.” Younes said. “If you don’t qualify for a loan, you don’t get it.”

January 10, 2013   No Comments

Yahoo! en Español and Sony Music Latin partner on Branded Entertainment.

By: HispanicAd

Yahoo! en Español and Sony Music Latin announced a strategic partnership to develop and distribute a series of branded entertainment programs, which will premiere in early 2013. The partnership will bring jointly-produced, exclusive videos and digital music programming to the U.S. Hispanic audience — the fastest-growing demographic in the nation.

The portfolio of programs developed by Yahoo! en Español and Sony Music Latin will include beauty, cooking, lifestyle, dance and music, and will be aired exclusively on the OMG! en Español and Mujer channels across Yahoo! en Español. Sony Music Latin brings to the table a star-studded roster of talent to the partnership, including Shakira, Ricky Martin, Chayanne, Marc Anthony, Pitbull, Julieta Venegas, Cristian Castro, Franco de Vita, Ricardo Montaner, Victor Manuelle, and other top figures in Latin music entertainment.

“At Yahoo!, we help connect users with the information and experiences that they love, and for our Latino users, music and celebrities are a core part of their daily lives,” said Javier Garcia, general manager of Yahoo! U.S. Hispanic business. “We are thrilled to partner with Sony Music Latin to continue bringing premium, customized Hispanic content to the millions of Latinos who come to our site daily.”

“The ever changing landscape of the entertainment industry is bringing innovative opportunities to the table like this ground-breaking partnership with Yahoo! en Español, another premiere player in the entertainment space,” said Ruben Leyva, Senior Vice President of Business Development for Sony Music Entertainment Latin Iberia. “We are very excited about the unlimited potential of combining our talent roster with Yahoo!’s international platform.”

January 10, 2013   No Comments

Digital to Account for One in Five Ad Dollars

By: eMarketer

Worldwide, digital ad spending passed the $100-billion mark for the first time last year, according to new eMarketer estimates, and will increase by a further 15.1% in 2013 to $118.4 billion.

That will put worldwide digital ad spending levels—including online and mobile advertising spending, other than messaging-based formats—at 21.7% of the total spent on ads in all media this year, and on track to account for more than one-quarter of all ad spending by 2016.

North America accounts for the greatest share of all digital ad spending, at 39% as of the end of 2012. As emerging markets in Asia-Pacific and Latin America up spending, however, North America and second-place Western Europe will lose share slightly throughout the forecast period. By 2016, 36.7% of spending will come from North America, and 23.7% from Western Europe. By the same year, Asia-Pacific will contribute 29.8% of all digital ad spend in the world.

The fastest growth in spending will come from the emerging markets of Indonesia, India and Mexico—though that growth is coming from a relatively small base of spending.

As a percent of total ad spending, Western Europe’s digital spending is slightly ahead of North America’s, at 24.9% this year vs. 24.6%. Asia-Pacific is not far behind, though in the world’s lagging region, the Middle East and Africa, just 7% of all ad dollars go to digital media. eMarketer expects this percentage to nearly double by 2016, but the region will still be far behind the near-30% of ad spending devoted to digital in Western Europe and North America.

North America and Western Europe also boast the highest regional levels of digital ad spending per internet user, at $168 and $112 this year, respectively.

January 10, 2013   No Comments

Zumba Releases New Latin Music Video

CEO Says He Wants Zumba to Act More Like a Media Platform

By: Rupal Parekh

Zumba is giving itself the MTV treatment.

The company behind the popular dance-workout classes last week released a music video on Vevo for a song called “Zumba.” It’s part of a strategy that the company’s CEO Alberto Perlman says he hopes will see Zumba transform from a fitness brand into a broader entertainment and media platform.

While Zumba has previously made dance videos for songs used in its classes, the new video uses a track released this past April by Latin pop artist Don Omar that doubles as a promotional tool, dropping the name of the brand several times throughout. It ties into Zumba’s video fitness game on Xbox and Nintendo Wii as well.

When the company began via informericals in 2001, it couldn’t have foreseen evolving into a more sophisticated marketer, something that’s happening now as a result of cult following and its explosion into a giant branded empire (as Ad Age reported earlier this year, when reporter Alexandra Bruell took a class with the company’s chief marketer.)

In the past six years it has expanded its marketing budget to more than $50 million from just $2 million. Zumba reports more than 14 million weekly class participants in over 140,000 locations across more than 150 countries. That scale has allowed Zumba to begin explore revenue opportunities beyond its fitness classes, including DVDs, apparel and its video game.

Artists like Pitbull and Wyclef Jean have teamed up with Zumba, meanwhile, to seed and popularize their music with the folks who take classes.

Mr. Perlman’s plans for the company are designed to avoiding the trap of going down as a short-lived workout craze. He wants Zumba to be responsible for launching new artists, creating music videos, selling compilation CDs and rolling out more of its live class experience under the rubric of “Fitness Concerts.”

“Zumba started off as a fitness program and then went to entertainment,” Mr. Perlman said.

The greater range of activities will help Zumba strike more partnerships with marketers, Mr. Perlman predicted. One big score for the company came when Unilever approached Zumba in 2011 to help it push Degree Deoderant to women; it’s the type of deal he’d like to replicate with more global marketers.

The new music video is entirely in Spanish, so is this a play to bring more Hispanic consumers to classes? Not necessarily. But Mr. Perlman said he’s conscious of not just marketing to English speakers, one reason Zumba classes play songs in various languages. Zumba now has writers and producers in Brazil working on new songs in Portuguese. Others are creating tracks in Hindi based on Bollywood rhythms.

To watch video go to: http://adage.com/article/media/zumba-releases-latin-music-video/238907/

January 10, 2013   No Comments

Only 3% of Millennials Think Advertising Is Boring

Plus 6 Other Things To Know About Targeting This Key Consumer Group

By: Alexandra Bruell

The world’s 1.8 billion millennials are expected to comprise 75% of the workforce by 2025 and outpace boomer earnings by 2018. So whatever you may think about millennials, one thing is for sure: Marketers can’t ignore them. Here are seven things you need to know about these consumers, as gleaned a study of 4,000 millennials from 11 countries by Edelman Berland and online community 8095 Live. The study updates one from 2010.

Millennials want brands to entertain them. Some 80% said so and when asked how they want to be entertained, 40% said they want brands to let them influence products via co-creation. But only 31% said they want brands to create online content such as videos, photos, games and blogs. Even fewer (19%) want brands to entertain them through celebrity partnerships. The good news: only 3% cited advertising is boring.

Millennials want brands to help them. When asked how they want brands to help them, 77% said they want brands to provide provide assistance through grants and scholarships; 75% cited the opportunity for brands to enable more life experiences. And 65% want brands to behave as a mentor that can help guide them. Some 55% to 60% want brands to help them connect and share using brand audiences such as Facebook and ads.

Millennials’ most important life goal is having a job with a purpose that matches their personal passion. That was cited by 80% of respondents, followed by 11 other goals, including owning a home, getting married, having a family and obtaining a high-paying career.

Millennials see themselves as leaders. In the study, 74% of respondents said they think they influence the purchase decisions of peers and those in other generations.

They seek out help in deciding what to buy. According to the study, 94% use at least one outside source for guidance to make a brand-purchase decision.

Millennials will tell marketers what they think. In the survey, 70% of millennials said it is their responsibility to share feedback with companies after a good or bad brand experience. The highest percentages of these customers – above 80% per country sample – were from Brazil, China, the UAE and India. By contrast, 67% shared this opinion in the U.S.

They are concerned about the future, but the economy wasn’t their main worry. Only one quarter of respondents, 25%, said the economy is the top issue in their lives and facing their community and country.

December 18, 2012   No Comments

Projections show a Slower Growing, Older more Diverse Nation a Half Century from Now

By: Hispanic Ad News

The U.S. population will be considerably older and more racially and ethnically diverse by 2060, according to projections released by the U.S. Census Bureau. These projections of the nation’s population by age, sex, race and Hispanic origin, which cover the 2012-2060 period, are the first set of population projections based on the 2010 Census.

“The next half century marks key points in continuing trends — the U.S. will become a plurality nation, where the non-Hispanic white population remains the largest single group, but no group is in the majority,” said Acting Director Thomas L. Mesenbourg.

Furthermore, the population is projected to grow much more slowly over the next several decades, compared with the last set of projections released in 2008 and 2009. That is because the projected levels of births and net international migration are lower in the projections released today, reflecting more recent trends in fertility and international migration.

According to the projections, the population age 65 and older is expected to more than double between 2012 and 2060, from 43.1 million to 92.0 million. The older population would represent just over one in five U.S. residents by the end of the period, up from one in seven today. The increase in the number of the “oldest old” would be even more dramatic — those 85 and older are projected to more than triple from 5.9 million to 18.2 million, reaching 4.3 percent of the total population.

Baby boomers, defined as persons born between 1946 and 1964, number 76.4 million in 2012 and account for about one-quarter of the population. In 2060, when the youngest of them would be 96 years old, they are projected to number around 2.4 million and represent 0.6 percent of the total population.

A More Diverse Nation

The non-Hispanic white population is projected to peak in 2024, at 199.6 million, up from 197.8 million in 2012. Unlike other race or ethnic groups, however, its population is projected to slowly decrease, falling by nearly 20.6 million from 2024 to 2060.

Meanwhile, the Hispanic population would more than double, from 53.3 million in 2012 to 128.8 million in 2060. Consequently, by the end of the period, nearly one in three U.S. residents would be Hispanic, up from about one in six today.

The black population is expected to increase from 41.2 million to 61.8 million over the same period. Its share of the total population would rise slightly, from 13.1 percent in 2012 to 14.7 percent in 2060.

The Asian population is projected to more than double, from 15.9 million in 2012 to 34.4 million in 2060, with its share of nation’s total population climbing from 5.1 percent to 8.2 percent in the same period.

Among the remaining race groups, American Indians and Alaska Natives would increase by more than half from now to 2060, from 3.9 million to 6.3 million, with their share of the total population edging up from 1.2 percent to 1.5 percent. The Native Hawaiian and Other Pacific Islander population is expected to nearly double, from 706,000 to 1.4 million. The number of people who identify themselves as being of two or more races is projected to more than triple, from 7.5 million to 26.7 million over the same period.

The U.S. is projected to become a majority-minority nation for the first time in 2043. While the non-Hispanic white population will remain the largest single group, no group will make up a majority.

All in all, minorities, now 37 percent of the U.S. population, are projected to comprise 57 percent of the population in 2060. (Minorities consist of all but the single-race, non-Hispanic white population.) The total minority population would more than double, from 116.2 million to 241.3 million over the period.

Projections show the older population would continue to be predominately non-Hispanic white, while younger ages are increasingly minority. Of those age 65 and older in 2060, 56.0 percent are expected to be non-Hispanic white, 21.2 percent Hispanic and 12.5 percent non-Hispanic black. In contrast, while 52.7 percent of those younger than 18 were non-Hispanic white in 2012, that number would drop to 32.9 percent by 2060. Hispanics are projected to make up 38.0 percent of this group in 2060, up from 23.9 percent in 2012.

Other highlights:

–The nation’s total population would cross the 400 million mark in 2051, reaching 420.3 million in 2060.

–The proportion of the population younger than 18 is expected to change little over the 2012-2060 period, decreasing from 23.5 percent to 21.2 percent.

–In 2056, for the first time, the older population, age 65 and over, is projected to outnumber the young, age under 18.

–The working-age population (18 to 64) is expected to increase by 42 million between 2012 and 2060, from 197 million to 239 million, while its share of the total population declines from 62.7 percent to 56.9 percent.

–The ratio of males to females is expected to remain stable at around 104.7 males per 100 females for the population under the age of 18. For the population age 18 to 64, the ratio of males per 100 females is projected to be 98.9 in 2012 and increase to 104.1 in 2060. The ratio for the population age 65 and over is also projected to increase, from 77.3 males per 100 females in 2012 to 84.4 in 2060.

Supplemental population projections, based on constant, low and high projections of net international migration, are planned for release in 2013.

For more information at <http://www.Census.gov>

December 18, 2012   No Comments

Living La Vida Digital

By:

Hispanic Millennials, who are a highly mobile and digitally connected generation, are the prime movers of smartphones and tablets. This group helps drive the dominance of social and networking sites such as Facebook, Google+, Instagram, Twitter, and YouTube. Latinos, known for their sociability, have firmly established their presence in the online world.

New platforms targeting Latino usage are quickly gaining momentum in the market with organizations like Latinos In Tech Innovation and Social Media (LATISM) pioneering a better future for Latinos via the power of social media. Hispanics Millennials on Twitter use the “#latism” hashtag to watch conversations about anything and everything Latino.

The goal of such digitally-inspired organizations is to advance the social, civic and economic status of the Latino community, and through various popular hashtags they’re able to increase Latino visibility on social networks. Using these hashtags such as “#latism” is an effective way for marketers, advertisers, journalists and consumers alike to keep current on news and topics relevant to U.S. Hispanics.

Last year, LATISM surveyed more than 12,000 bloggers as part of a study that unveils insights into what motivates Latino/a bloggers and the issues that trigger most. These findings give brands, marketers and industry leaders alike a deeper connection to the behaviors and habits of one of the most powerful groups online.

2011 Survey Key Findings about Social Media:

o 61% use social media for personal purposes, followed by Business, Self Promotion and for doing Social Good.
o The top three blogging topics are Latino Issues (45%), followed by Social Good and Education.
o Reasons for blogging vary by individual, but a common thread is their deep connection to their community and their faith in the power of blogging as a tool for change.
o The majority (48%) prefer to shop online.
o Price is the biggest driver at the time of purchase.
o The overwhelming majority described Education as the top priority Latino issue, followed by Health and Jobs.

The marriage of social media and the growing number of Latinos online, whether via mobile/smartphone or tablet, is becoming an important part of the messaging channel for marketers. Connectivity combined with sociability and community awareness is a hallmark of today’s Hispanic Millennial generation. Expect this trend to continue into the New Year and beyond.

December 18, 2012   No Comments

The Hispanic The Why? Behind The Buy

By: Hispanic Ad News

AMG Strategic Advisors and Univision Communications Inc. have released findings from the Hispanic The Why? Behind The Buy research report analyzing Hispanic grocery shopping behavior and spending trends. The Hispanic The Why? Behind The Buy reveals important insights into the behavior and buying patterns of Hispanic consumers and provides actionable tips to help consumer packaged goods (CPG) brands and retail marketers better appeal to this important demographic.

“The Hispanic The Why? Behind The Buy offers insights to help better understand the culturally distinct ways in which Hispanic consumers shop and spend,” said AMG Strategic Advisors Senior Vice President Elena Etcharren. “CPG and retail marketers may need to modify their strategies to ensure they are broadly appealing to and engaging with this important demographic of shoppers.”

“With shopping, there are key differences and important similarities between the Hispanic consumer and the total population,” said Liz Sanderson, vice president, Brand Solutions at Univision Communications Inc. “We believe retailers and CPG companies who understand and celebrate these nuances – with true authenticity – will experience incremental growth and success with Hispanic consumers.”

The findings of the Hispanic The Why? Behind The Buy research were recently discussed in a “Hispanic 411: Insights to Grow Your Business” webinar available for replay here. To download a more detailed report, visit www.acosta.com/hispanic-why.

The Why? Behind The Buy Hispanic edition reveals that:

Hispanic shoppers are optimistic and have a positive, forward-looking view that transcends today’s struggles

32 percent of Hispanic shoppers expect their household income to increase over the next year (vs. 22 percent of non-Hispanics)

25 percent of Hispanic shoppers expect a positive change in employment in the coming year (vs. 14 percent of non-Hispanics)

Hispanic shoppers have integrated ‘savings’ strategies into their grocery shopping habits

Over the last year, 55 percent bought items on sale, and 45 percent used coupons

59 percent of Hispanic shoppers purchase store brand products to save money

Hispanics are more likely to shop with others. Only 22 percent of Hispanics shop alone versus 46 percent of non-Hispanics

The Hispanic shopping budget is large, at an estimated $425 per month

Hispanic shoppers across all income brackets are spending more on routine trips, with the majority spending more than $100 per trip

Hispanic shoppers are increasingly using digital technologies for grocery shopping and planning

Popular online shopping tools include coupons, emails and shopping lists

Retail and brand websites are most popular websites among Hispanic shoppers who use interactive tools for grocery shopping

The Hispanic The Why? Behind The Buy was produced with research from a random sample of 1,014 U.S. Hispanic shoppers using both online and face-to-face interviews via Acosta’s proprietary ShopperF1rst.

December 18, 2012   No Comments

Colleges With The Highest Hispanic Graduation Rates, Report

By: Hope Gillette

When it comes to Hispanics and higher education, few colleges in the nation have an acceptable graduation rate to show for, according to a new report by the Education Trust, Advancing to Completion: Increasing degree attainment by improving graduation rates and closing gaps for Hispanic students.

“Institutions can benchmark their progress toward producing more degrees in two ways: Some colleges can focus on making gains in graduation rates for their Hispanic students, while others can focus on closing gaps between Hispanic students and white students,” read the report.

Illinois State University is one of the few that ranked high for graduating Hispanic students.

“This report is a reflection of our efforts to create an inclusive environment at Illinois State, and our goal to enroll and retain high-achieving, diverse and motivated students,” Illinois State Provost Sheri Everts said in a statement.

The report places Illinois state in 19th place for closing the graduation gap between Hispanic students and others, and also positions the school 19th in the nation for universities making gains in Hispanic graduation rates.

Other school making the list included Virginia Commonwealth University, Stephen F. Austin, Southern University, and the University of Georgia.

At the top of the list, however, is Eastern Connecticut State University, followed by Georgia State University and East Stroudsburg University of Pennsylvania.

“The overall gap has modestly narrowed from 2004 to 2010, since graduation rates increased slightly more for Hispanic students at the schools that met these criteria than for white students,” stated the report. “Today, there is a 14-point gap between Hispanic and white students across study institutions.”

Closing the education gap is made possible through many programs offered by the top 25 colleges listed in The Education Trust report.

Among those programs is The Educational Opportunity Program offered at the New York school, Stony Brook. The program has helped Stony Brook top the list of Hispanic-friendly colleges, and the initiative helps approximately 600 low-income students attend and graduate from college.

“A main limitation of these programs, however, is that they have not yet achieved trans-formative potential,” explained Stony Brook’s David Ferguson, chair of the Department of Technology and Society, and director of the STEM Smart Programs. “There have been a lot of people doing a lot of great things, but the next step is to talk about institutional sustainability. Similar to how there is an infrastructure that supports the university’s research agenda, we need an infrastructure to support diversity to move our institution forward.”

Public institutions are not the only schools mentioned in the report, and The Education Trust also lists the top private colleges with high Hispanic graduation rates.

“On average, trends among private nonprofits are worse than those found in the public
sector,” explained the report.

Among the for profit colleges with high Hispanic graduation rates were Texas Wesleyan University, followed by Seattle University and Dowling College.

“Only when colleges institutionalize the policies and practices that make programs for underrepresented students successful will they bring about a trans-formative process that benefits all students, and Hispanic students in particular,” concluded the report.

Read the entire report and see the complete list of colleges here.

December 18, 2012   No Comments

Record Number of Latinos Take Their Seats in Congress!

By: Samantha Leal

Senators Marco Rubio, Bob Menendez and Ted Cruz

Marco Rubio, Robert Menendez and Ted Cruz.

A record number of 31 Latinos will be taking seats in the U.S. Congress in January, according to the non-partisan National Association of Latino Elected and Appointed Officials. Three of them will be taking their place in the Senate, while 28 Latinos will head to the House of Representatives, reports the Huffington Post. 

Ted Cruz, the Republican senator from Texas, Marco Rubio, the Rebulican senator from Florida and Robert Menendez, the Democratic senator from New Jersey are the three politicians who are a part of the Senate. All three are Cuban-American.

The Latino U.S. Representatives in the 113th U.S. Congress will lean liberal, as 23 of them are from the Democratic party. California and Texas sent the most Latinos to Congress, with California sending nine politicians and Texas sending six politicians.

November 13, 2012   No Comments

Immigration Reform Should Be Priority: HuffPost/YouGov Poll

By: Latino Voices

Immigration Reform

WASHINGTON — More than two-thirds of Americans believe immigration reform should be a priority during President Barack Obama’s second term, according to a HuffPost/YouGov poll released Monday.

The figures show growing momentum for immigration reform, which Democrats and Republicans alike have said they hope to tackle next year. Although there is consensus from the president and congressional leaders that something should be done, there are still differences between them on exactly how to deal with the undocumented immigrants already living in the United States, and according to the poll, Americans aren’t in agreement on those issues either.

More than half of those surveyed — 55 percent — said stricter enforcement of unauthorized immigration should be the primary focus of reform, versus 28 percent who said it should be integrating undocumented immigrants into American society.

Democrats were more likely to say integration should be the priority, which aligns with the party’s political leaders. Obama and Democrats in the House and Senate have said immigration reform must include a pathway to legal status for undocumented immigrants already in the country, while also preventing future unauthorized immigration.

GOP lawmakers tend to emphasize stricter enforcement, and the Republicans polled seemed to agree, with 86 percent saying enforcement was more important than integration of undocumented immigrants.

Poll respondents differed on the matter of young people who came to the United States as children, the focus of the Dream Act. When asked if they supported providing those undocumented immigrants a path to citizenship if they attended college or served in the military, slightly less than half said yes, while 30 percent said they would oppose such a policy. Those numbers are similar to the findings of a United Technologies/National Journal Congressional Connection poll in May that found 49 percent supported eventual citizenship for those undocumented young people, and 35 percent said they should be allowed to stay but not necessarily earn citizenship.

There is broader consensus overall on helping young undocumented immigrants to gain legal status. Sen. Marco Rubio (R-Fla.) planned earlier this year to introduce a Dream Act-lite bill that would allow some undocumented young people to earn legal status but not citizenship. That bill, though, was superseded by Obama’s June order to stop deporting those immigrants.

Democrats plan to include the Dream Act in a broad reform effort that will begin in full after Obama’s inauguration in January.

For now, Sens. Chuck Schumer (D-N.Y.) and Lindsey Graham (R-S.C.) said Sunday they are already working on a plan for immigration reform. They said it will include a pathway to citizenship and a requirement that undocumented immigrants identify themselves to the government, along with enforcement measures such as strengthened border security and policing employers. The measure will also reform the current legal immigration system, they said.

Schumer said on NBC’s “Meet the Press” that he feels good about their prospects, particularly after former GOP presidential nominee Mitt Romney suffered a crushing defeat among Latino voters who support reform.

“I think we have a darned good chance using this blueprint to get something done this year,” Schumer said. “The Republican Party has learned that being … anti-immigrant doesn’t work for them politically. And they know it.”

The HuffPost/YouGov poll includes surveys from 1,000 U.S. adults using a sample that was selected from YouGov’s opt-in online panel to match the demographics and other characteristics of the adult U.S. population. Factors considered include age, race, gender, education, employment, income, marital status, number of children, voter registration, time and location of Internet access, interest in politics, religion and church. The survey’s margin of error is 4.6 percentage points.

November 13, 2012   No Comments

Hispanics More Heart-Healthy Than Other Groups, Says New Study

By: Fox News Latino

HeartHealth.jpg

A new study has declared that Hispanic Americans reach more heart-healthy goals than any other racial and ethnic group in the United States.

WOWK TV is reporting researchers have analyzed data from almost 16,000 Hispanic-American adults, including those of Cuban, Dominican, Puerto Rican, Mexican, Central and South American origins as a means to discover whether they met the American Heart Association’s seven cardiovascular goals for 2020.

In comparison to other groups in the United States, Hispanics had better blood pressure, cholesterol and glucose levels. In addition, they were less likely to smoke and more likely to get the recommended amounts of exercise.

“We found remarkable variability in cardiovascular health rates among Latino ethnicities that underscores the importance of understanding the unique cardiovascular health characteristics of this culturally diverse and increasingly important population in the United States,” said Hector Gonzalez, an associate professor in the department of family medicine and public health at Wayne State University in Detroit. Gonzalez is also the study’s lead author.

The study also found that 5 percent of Hispanic Americans met six of the seven goals, which is higher than the national average of less than 4 percent. Plus, around 53 percent had ideal blood pressure, which is nearly 22 percent higher than the national rate.

While the study unveiled positive results, it also uncovered negative outcomes.

Researchers found that only 2 percent of Hispanic Americans ate an ideal diet and too many were overweight. Less than 25 percent had an ideal body mass index (BMI), which is a measurement of body fat based on height and weight.

The study is scheduled to be presented Tuesday at the American Heart Association’s annual meeting in Los Angeles.

The American Heart Association lists steady exercise, a balance diet, quit smoking and a healthy weight as essentials to maintain a positive heart health.

November 13, 2012   No Comments

Younger Restaurant-Goers take advantage of Mobile Offerings

By: Hispanic Ad

In the US, mass ownership of smartphones has made the mobile internet a normal part of life for a large chunk of the population, and when on the go, one key activity for many consumers is a basic biological one: finding the next meal.

The most popular activity for mobile users searching for restaurant info is simply finding a place to eat nearby, but many users also go beyond that. Young internet users are especially likely to associate their phones with food, with 32% of US millennials reporting to Technomic in August that they had checked menus on their phones.

Gen Xers were about half as likely to do so, and just 8% of baby boomers said the same. A similar generation gap was present for other digital activities associated with restaurants, including following them on social media and checking in via mobile apps.

Looking up menus was most popular among all age groups, likely because it’s also the most practical activity. Checking in may be fun, and even useful if restaurant-goers are looking to meet up with friends, but it won’t help you decide what to eat any faster.

One thing that might is the ability to order ahead via mobile phone, typically used at quick-service or fast-casual restaurants. Nearly a quarter of US smartphone and tablet users reported having done so in a September survey by Prosper Mobile Insights.

More than six in 10 respondents said ordering ahead of time improved their dining experience at least a little bit (including 29% who said their experience was “a lot better”).

November 13, 2012   No Comments

Rolling Stone Pages Aimed at Latinos, Even the Ads

By: Andrew Adam Newman

ADVERTISING directed to Hispanics often runs in Spanish-language media outlets, but in what Rolling Stone says is a first in its 45-year history, the magazine is about to feature Spanish ads in a special section.

The Nov. 22 issue, with a cover featuring Daniel Craig (as James Bond), has a secondary cover on the back page, also featuring the Rolling Stone nameplate but with cover lines entirely in Spanish and featuring the performer Pitbull.

The Pitbull cover opens to a 15-page section, Latin Hot List, which features artists and performers including Calle 13, the Puerto Rican rap group, and Junot Díaz, the Pulitzer-Prize winning author who was born in the Dominican Republic.

The issue, available on newsstands Friday, has articles written in English with interview sidebars in Spanish — and no translations.

Among Hispanic adults in the United States, 28 percent speak only Spanish and 15 percent speak only English, with a majority speaking both, according to Nielsen. While 28 percent speak mostly Spanish and 25 percent mostly English, 4 percent of Hispanics speak both languages equally.

“The whole idea of the content being in both English and Spanish is that the acculturated Latino is using both Spanish and English in the house and outside of the house,” said Matt Mastrangelo, the publisher of Rolling Stone.

Pitbull, whose Twitter posts and Facebook updates switch frequently between the languages, is himself “living the life that straddles both Spanish and English,” Mr. Mastrangelo said.

The section grew from discussions between Mr. Mastrangelo and representatives of Lápiz, Chicago, a multicultural agency that is part of the Leo Burnett division of the Publicis Groupe.

“At first there was some conversation between us and Rolling Stone, about doing events and parties,” said Gustavo Razzetti, executive vice president and managing director at Lápiz. “And then we had a conversation about what if instead of doing a party we did an issue about showing the influence of Latino music through not only top sellers like J. Lo or Shakira, but also emerging bands and new talent.”

Advertisers and agencies increasingly are moving beyond what Mr. Razzetti called a silo approach — where ads aimed at Hispanic consumers run only in Spanish-language media — and placing ads in general media, too.

“Latinos are reading the main version of Rolling Stone,” said Mr. Razzetti. Among Rolling Stone readers, 17 percent are Hispanic, according to GfK MRI audience research cited by the magazine.

Three advertisers in the section, Bounty, Charmin and Gain, are Procter & Gamble brands for which Lápiz is the Hispanic agency of record. For each brand, ads were created specifically for the section.

The Bounty ad shows a boy playing an electronic guitar so animatedly that he spills a glass of milk that will need to be cleaned up. Above the tagline that Bounty uses in its general advertising, “Bring it,” are the Spanish words, “Que vengan los derrames.” (“Let the spills begin.”)

A text-only ad in English for Charmin consists of eight paragraphs about the importance of bathroom reading, under the headline, “The number one read for your number two moment.” Turn the page, and the same full-page ad is translated into Spanish. (“Tu lectura numero uno para tus memento numéro dos.”)

A two-page spread for a Gain ad features an intricate illustration of hundreds of concertgoers at an outdoor music festival, and readers are directed, in Spanish only, to scratch and sniff the ad to find the audience member with the freshest-smelling shirt, which, thanks to scented ink, smells like Gain.

With a readership that is 60 percent male, Rolling Stone has not tended to draw advertising from household brands that are directed at mothers, and this issue is the first time any toilet paper or paper towel brand has advertised in the magazine. A laundry detergent brand last ran in 2001.

Gain spent 30.9 percent of its total $32.1 million advertising expenditures in the United States on Spanish-language media in 2011, according to data from the Kantar Media unit of WPP. Charmin spent 24 percent of its $80.5 million on Spanish-language media; Bounty spent 19.6 percent of $73.4 million. The only non-P.& G. advertiser in the section, Garnier Fructis, a L’Oréal brand, spent 11.3 percent of its $111.2 million.

According to Nielsen, Procter & Gamble topped the list of advertisers in Spanish-language media in 2011, spending $225.6 million, followed by Bancorp, $193.1 million; Dish Network, $160 million; and McDonald’s, $131.2 million.

Sundar Raman, marketing director for North American fabric care at Procter & Gamble, said that Gain has grown substantially in the last two decades and that “the U.S. Hispanic consumer has really been the underpinning for the growth.”

Mr. Raman said that unlike most detergents, whose primary selling point is cleaning efficacy, Gain emphasizes its scents, which include Apple Mango Tango, Sweet Sizzle and Dreamy Desire.

“Gain scents are more expressive, more emotional, and it just so happens that both Hispanics and African-Americans are more predisposed to scents being more experiential,” Mr. Raman said.

Appearing in Rolling Stone reflects the brand growing less focused on mothers with its advertising. Gain took the unusual step in a recent television commercial of featuring a male user who, after he washes his shirt with Gain, is followed into a revolving door by six people trying to smell him.

“I would like to broaden the target from moms to the U.S. Hispanic population,” Mr. Raman said.

Asked whether he considered the ad in the bilingual Rolling Stone section to be in a Spanish-language or general publication, Mr. Raman replied, “Those distinctions are blurring as we speak.”

November 13, 2012   No Comments

U.S. Hispanics on Nutrition.

By: HispanicAd.com

U.S. Hispanics, particularly those foreign-born and Spanish-language dominant, claim to know more about nutrition than most people, but define nutrition in terms of quality as well as quantity, according to The NPD Group, a leading market research company. Filling and eating everything on-a-plate conveys that a person “eats well” and a nutritious meal was served, which is a symbol of good health among Spanish-language dominant and foreign-born U.S. Hispanics, according to insights shared in a recently released NPD study on U.S. Hispanics’ food and beverage consumption patterns.

U.S. Hispanics’ pride in their cooking, emphasis on traditional flavors and ensuring the food they feed their families is nutritious, shapes perceptions that healthy foods aren’t as tasty or as nutritious, according to NPD’s It’s Mealtime with U.S. Hispanics report. Forty-six percent of Spanish-language dominant Hispanics feel that almost everything that is very good for you doesn’t taste very good. However, proportions change as Hispanics acculturate. For example, 31 percent of bilingual Hispanics and only 11 percent of English dominant Hispanics agree.

“Food and beverages play a central role in the preservation of Hispanic culture and reconnection for family; as a result, Hispanics view mealtime, nutrition, and healthy eating differently than non-Hispanics,” says Terry Soto, president and CEO of About Marketing Solutions, Inc., who consulted with NPD on the development of the It’s Mealtime with U.S. Hispanics report. “Going for seconds is encouraged and welcomed, and conveys that a person ‘eats well’ and has a good appetite, which is a symbol of good health.”

The NPD report, which includes information from NET® Hispanic, a year-long study on the eating behaviors of U.S. Hispanics by level of acculturation, finds that the effect of Hispanics’ attitudes about nutrition and healthy eating are reflected in weight and health issues, particularly among Spanish-dominant U.S. Hispanics.

“With weight conditions and diet-related health issues prominent among U.S. Hispanics, there is an opportunity for manufacturers and retailers to position products for how Hispanics actually eat and to align with their attitudes about healthy eating,” says Darren Seifer, NPD food and beverage industry analyst and author of It’s Mealtime with U.S. Hispanics report. “Bilingual nutritional information on products and in-store will help, but it’s also important to keep in mind less-acculturated Hispanics’ attitudes that healthy isn’t tasty or in some cases as nutritious.”

October 9, 2012   No Comments

Univision Recruits Another Ex-NBC Universal Exec to Ad Sales

With Former NBCU Honcho Falco, Ad Team Bears Look of Old Peacock’s

By: Brian Steinberg

The Spanish-language broadcaster, whose CEO, Randy Falco, previously served as second in command at NBC Universal, has enlisted NBC Universal’s former head of cable ad sales, Steve Mandala, as exec VP of ad sales.

Earlier in his career Mr. Mandala worked for Spanish-language broadcaster Telemundo; he will now oversee direct-response sales, sports sales and broader client-development duties for Univision. Most recently he worked as exec VP of cable entertainment ad sales at NBC Universal, though he had to report to other executives, Dave Cassaro and subsequently Linda Yaccarino, once Comcast bought a majority interest in the company and started putting its people in place. He departed NBC earlier this year after Ms. Yaccarino was named to oversee cable ad sales there.

Mr. Mandala is assuming some duties formerly handled by Lisa McCarthy, a veteran executive who has been overseeing client development at Univision and once supervised cross-media sales at the combined Viacom and CBS. Ms. McCarthy is leaving to start her own consultancy, Univision said.

Univision has been reorganizing its ad-sales efforts. In August, the company recruited Keith Turner, a longtime associate of Mr. Falco, as president of sales and marketing. Before joining Univision, Mr. Turner had worked at NBC Universal for more than 20 years; more recently he held a post at the NFL. David Lawenda, who led Univision’s ad sales efforts through the most recent upfront, left the company when Mr. Turner was hired.

October 9, 2012   No Comments

Mobile Devices becoming Medium of Choice to Access the Internet

By: HispanicAd.com

The use of mobile devices to access the Internet is becoming the medium of choice, with more than two-thirds (69 percent) of all Internet users surveyed doing so daily, according to Mobile Web Watch 2012, a study of consumers in Europe, Latin America and South Africa conducted by Accenture. In addition, consumers are using multiple devices to connect to the web, including smartphones (61 percent), netbooks (37 percent), and tablets (22 percent).

The study found that emerging economies such as Brazil, South Africa and Russia are front-runners in the adoption of mobile devices (more than 70 percent, on average) to access the Internet. Given their affordability, smartphones are more likely than other devices to serve as access gateways to the Internet in these emerging markets. This trend is set to continue, with a higher percentage of respondents in emerging markets expressing their intention to buy a Web-enabled mobile phone in the near future (Brazil, 78 percent; Russia, 73 percent; Mexico, 61 percent; and South Africa, 57 percent) as compared with an average of 46 percent for all countries surveyed.

In developed European economies, mobile Internet is also on the rise. In Germany, adoption of mobile Internet access via smartphones has tripled since 2010 (from 17 to 51 percent). In Switzerland, today 67 percent of respondents use Web-enabled mobile phones to go online, compared to 27 percent in 2010. In Austria, the percentage of mobile Internet users has doubled in two years (from 31 to 62 percent).

“The growth in use of mobile devices to access the Internet, in conjunction with a willingness to pay for mobile services such as cloud or premium services, is opening up a host of opportunities for market players in the communications, media and technology industries,” said Prof. Dr. Nikolaus Mohr, a managing director in Accenture’s Communications, Media & Technology operating group. “Companies would do well to leverage the efficiencies of this mass market. We believe that this can be achieved through innovation and, more importantly, through collaboration among all the players in the value chain of the communications, media and technology industries.”

Availability of mobile apps fuels growth

A growing ecosystem of mobile apps is fueling the rapid growth of the mobile Internet, providing consumers easy access to services they consider important. Seventy-one percent of mobile Internet users have downloaded programs or apps to their mobile devices. Information apps, such as train schedules, the weather, or news are the most popular, according to nearly three-quarters (72 percent) of survey respondents, followed closely by entertainment apps (70 percent). Eighty-five percent of the respondents said that the quality of the network was the most important factor in selecting a smartphone or tablet.

The study also revealed that connecting with other users is the most important activity among mobile Internet users. Sending or receiving e-mails through an installed program is the most popular feature among all respondents (70 percent), followed by accessing online communities (62 percent) and instant messaging (61 percent).

For younger users, online communities and instant messaging have become key tools to connect with other users. Two-thirds (68 percent) of the 14- to 19-year-old respondents use them at least daily. 16 percent of this age group are “heavy users,” communicating via online communities and instant messaging more than ten times a day on a mobile device. A significantly smaller segment of respondents aged 30-plus use these services on a daily basis, with percentages ranging from 41 to 57 percent, and only three to nine percent are heavy users.

Respondents in the emerging markets of Mexico and South Africa are the biggest users of mobile email and instant messaging (more than 80 percent of respondents in both countries). Among all respondents, 27 percent use their mobile device for Tweeting and blogging, and almost half – 46 percent – use mobile devices to conduct banking transactions.

Survey highlights growth potential of fee-based services

The survey also highlights the significant growth potential of fee-based cloud or mobile premium services such as news, financial data or games. Among those surveyed, 59 percent are aware of cloud or data storage services, and 78 percent of this group is willing to pay for cloud applications. There are even more takers for premium services, with 87 percent of the respondents willing to pay for them.

“This strong demand for mobile-based information, entertainment and social networking activities will require a considerable sustained investment in infrastructure upgrades,” said Mohr. “Companies need to react quickly, transform their operating models and use mobile and cloud-based customer relationship management technologies to keep pace with the changing demands of their customers.”

While the market for mobile Internet is expanding, data security and privacy remain major areas of concern for 79 percent of the consumers surveyed. Additionally, 95 percent of respondents said they view the cost of data connections as one of their top five criteria when selecting a carrier.

Some other results of the survey:

Consumers want ubiquitous coverage, with a majority (89 percent) ranking network quality as the top criterion in the selection of a service provider, followed closely by geographic coverage (88 percent), connection speed (85 percent) and cost of service (81 percent).

Mobile service usage is greatest among the younger population, with highest usage in the 14-19 age group at 82 percent, versus 81 percent for those 20-29 years old, 74 percent for those 30-39, 66 percent for those 40-49, and 45 percent of those 50 and older.

More men (73 percent) are using mobile Internet than women (66 percent).

Advertising on mobile devices is regarded as an annoyance, with 38 percent of respondents viewing ad banners as annoying and 37 percent finding advertising through texting annoying.

More than 90 percent of the respondents are favorably inclined toward information on special offers, promotions and coupons, while 60 percent find such promotions entertaining.

More respondents access the Web on a smartphone for personal matters (58 percent) than for work-related activities (20 percent).

October 9, 2012   No Comments

For Latinos, TV Viewing Is Family Affair

by: Steve McClellan

A new study unveiled by Spanish-language network Telemundo during Advertising Week indicates that 90% of Latinos pinpoint family as the core to their identity, while nearly that many (81%) said Spanish-language TV helps viewers stay connected to their culture while preserving the language.

For Latinos, TV viewing is still a family affair. Some 70% of respondents said they watch television with their children — an indication that “Latino families believe they benefit greatly from family members’ interdependence,”stated Doug Darfield, executive vice president of research and insights, Telemundo Media. “This interdependence plays a powerful role in individuals’ purchase decisions and encourages the maintenance and preservation of traditions and behaviors.

In fact, the study found that more than 60% of Latinos look for information and advice within their family across key product categories, such as food, financial services and health products.

The study, which surveyed over 1,000 Latino adults ages 18 and up, was issued after the network’s recently unveiled re-branding campaign, “The Power of T.” Telemundo COO Jacqueline Hernandez said the study reinforces the rebranding effort by highlighting the network audiences’ “duality between their strong connection to their Latin roots and their contemporary mindset of living in the U.S.

The study also found that Latino families take advantage of technology and social media to stay connected. Two-thirds of respondents said they use Facebook a few times a week to keep up with family happenings, while 42% use instant messaging to communicate with family members.

More broadly, Latino families invest heavily in the latest communications technology, with 85% reporting they watch high-def TV while 78% report using smartphones with apps. Seventy-eight percent of respondents said they own or use gaming consoles.

October 9, 2012   No Comments

Hispanics Have Highest Tablet Adoption

From eMarketer

E-reader penetration growth particularly pronounced

Like for many newer devices, young, affluent college graduates are the overall heaviest users of tablets and e-readers. But when device ownership is broken down by race and ethnicity, the results go beyond the typical early adopter profile. Hispanics skew higher than black or white consumers in ownership of both types of device.

Pew Internet and American Life Project surveyed US consumers and found that, broken down into those three groups, more Hispanics were early adopters of tablets. In November 2010, 7% of Hispanics owned tablets, compared with 4% of blacks or whites. Just six months later, the percentage of usage among all three ethnic groups had about doubled, but the disparity remained.

For e-readers, the trajectory has been a bit different. In November, Pew reported fairly even e-reader adoption across racial and ethnic lines. But Hispanics tripled e-reader penetration between November and May, to 15%, while whites and blacks increased ownership at a slower pace.

Another survey, by the Center for Hispanic Marketing Communication at Florida State University, found that US minorities—including blacks, Asians, Spanish-speaking Hispanics and English-speaking Hispanics—have higher levels of tablet and e-reader ownership than non-Hispanic whites.

Among minorities, more Hispanics than blacks or Asians own or plan to own e-readers or tablets in the next year. The only exception was among Asians, who either own or plan to own a tablet in greater numbers than English-speaking Hispanics.

The trend of Hispanic early adopters may be attributed to the tremendous buying power of US Hispanics, which is projected to reach $1.3 trillion by 2015—a cumulative increase of around 25%, according to Packaged Facts. That increase also makes Hispanics particularly attractive for marketers.

October 9, 2012   No Comments

Young Adults & Teens lead growth among Smartphone Owners

By: Hispanic Ad

As mobile manufacturers announce new phones in advance of the holidays, Nielsen took a snapshot look at the mobile market in the U.S. Smartphone penetration continued to grow in July 2012, with 55.5 percent of mobile subscribers in the U.S. now owning smartphones. This is a significant increase compared to July 2011 when only 41 percent of mobile subscribers owned smartphones.

Overall, young adults are leading the growth in smartphone ownership in the U.S., with 74 percent of 25-34 year olds now owning smartphones, up from 59 percent in July 2011. Interestingly, teenagers between 13 and 17 years old demonstrated the most dramatic increases in smartphone adoption, with the majority of American teens (58%) owning a smartphone, compared to roughly a third (36%) of teens saying they owned a smartphone just a year ago.

“Among most age groups smartphones represent the majority of U.S. mobile subscribers, but American teens were the age group adopting smartphones the fastest,” Nichole Henderson, a Nielsen analyst, said. “As teens increase in their share of smartphone owners, mobile carriers and manufacturers should consider how to market to this growing group.”

Android handsets continue to lead the smartphone market, with both a majority of smartphone owners and recent acquirers (those who obtained their handset in the last 3 months) now owning a phone that runs on the Android operating system. Apple’s iPhone followed closely with a share of 34 percent of smartphone owners and 33 percent of recent acquirers choosing an iOS handset. BlackBerry handsets decreased to an 8 percent share of the U.S. smartphone market and only 3 percent of recent acquirers.

Methodology: Nielsen’s monthly survey of 20,000+ mobile subscribers aged 13+ in the U.S. Mobile owners are asked to identify their primary mobile handset by manufacturer and model, which are modeled to be demographically representative of mobile subscribers in the U.S. Recent Acquirers are defined as consumers who obtained their handset within the last 3 months.

September 13, 2012   No Comments

Now Largest Minority Group on Four-Year College Campuses, Hispanic Student Enrollments Reach New Highs in 2011

By: Richard Fry and Mark Hugo Lopez

I. Overview

The nation’s Hispanic 1 student population reached a number of milestones in 2011, according to an analysis of newly available U.S. Census Bureau data by the Pew Hispanic Center, a project of the Pew Research Center. For the first time, the number of 18- to 24-year-old Hispanics enrolled in college exceeded 2 million and reached a record 16.5% share of all college enrollments. 2 Hispanics are the largest minority group on the nation’s college campuses, a milestone first achieved last year (Fry, 2011). But as their growth among all college-age students continues to outpace other groups, Hispanics are now, for the first time, the largest minority group among the nation’s four-year college and university students. And for the first time, Hispanics made up one-quarter (25.2%) of 18- to 24-year-old students enrolled in two-year colleges.

In the nation’s public schools, Hispanics also reached new milestones. For the first time, one-in-four (24.7%) public elementary school students were Hispanic, following similar milestones reached recently by Hispanics among public kindergarten students (in 2007) and public nursery school students (in 2006). Among all pre-K through 12th grade public school students, a record 23.9% were Hispanic in 2011.

The new milestones reflect a number of continuing upward trends. Between 1972 and 2011, the Latino share of 18- to 24-year-old college students steadily grew—rising from 2.9% to 16.5%. During the same period, among all public school students, the Latino share grew from 6.0% to 23.9%. In both cases, rapid Latino population growth has played a role in driving Latino student enrollment gains over the past four decades.

However, population growth alone does not explain all the enrollment gains made by Hispanic students in recent years (Fry, 2011). Today, with the high school completion rate among young Hispanics at a new high, more young Hispanics than ever are eligible to attend college. According to the Pew Hispanic analysis, 76.3% of all Hispanics ages 18 to 24 had a high school diploma or a General Educational Development (GED) degree in 2011, up from 72.8% in 2010. And among these high school completers, a record share—nearly half (45.6%)—is enrolled in two-year or four-year colleges. Both demographic trends and greater eligibility have contributed to growth in the number of Hispanic young people enrolled in college in recent years.

In addition to gains in enrollment, the number of degrees conferred on Latino college students has also reached new highs. 3 In 2010, the number of Latinos who received a bachelor’s degree reached a record 140,000 recipients, according to data published by the National Center for Education Statistics of the U.S. Department of Education (Snyder and Dillow, 2012). A record number of associate degrees were awarded to Latinos in 2010 as well—112,000. In both cases, Latinos are a growing share of all degree recipients—13.2% among those with an associate degree and 8.5% among those who received a bachelor’s degree in 2010. Despite these gains, the Latino share among degree recipients significantly lagged their share among 18- to 24-year-old students enrolled in two-year colleges (21.7%) and four-year colleges and universities (11.7%) in 2010.

Hispanics are the nation’s largest minority group, making up more than 50 million people, or about 16.5% of the U.S. population. Among the 30 million young people ages 18 to 24, 6 million, or 20%, are Hispanics.

September 13, 2012   No Comments

Discovery en Espanol celebrates the Strength & Power of the New Generation of Hispanics

By: Hispanic Ad

Discovery en Espanol celebrates Hispanic Heritage Month with the premiere of its original production, Gen H (Hispanic Generation). The documentary follows three successful, young professionals living in the United States on their journey of realizing their dreams. They are true to themselves, focused on success, Hispanics, and are being called the Generation of the New Millennium. Gen H will premiere on Saturday, September 22 at 10PM ET/ 7PM PT.

“This Hispanic Heritage Month, we decided to focus on a new generation of Hispanics that clearly influence our nation and are a source of inspiration. With the premiere of our original production Gen H and the rest of our programming lineup, we want to expose the positive force and drive of this young group that follow their own rules and that, with their hard work and vision, have the power to choose their destiny,” said Eileen Pineiro, Director of Content, Discovery en Espanol.

Gen H showcases the lives of Nina, Jose and Juan Felipe, three young innovators that have accomplished their dreams of flourishing in a new country. The documentary follows them on their daily life, revealing the diversity of their activities and the challenges they must face every day to reach their creative and professional goals. They are:

• Nina Johnson, a young woman of Guatemalan roots. Nina is the owner of “Gallery Diet,” an art gallery in the area of Wynwood, Miami, where she offers opportunities to up and coming talent. She is also the founder of “The Women of Wynwood,” an organization dedicated to employing women to improve the neighborhood.

• Jose Mendin, a talented Puerto Rican chef and entrepreneur that after making his rounds around the world, decided to take root in Miami. Co-owner of four successful restaurants, Jose was nominated for a prestigious James Beard Award for Best Chef.

• Juan Felipe Valencia was born in Colombia and immigrated to the United States as a teenager. He has accomplished a successful career composing music for television and film. He currently resides in Los Angeles and is the front man for the rock band “Old Wives Tales.”

Gen H (#genh) has a microsite <http://www.tudiscovery.com/genh> that includes exclusive interviews with the protagonists, photographs and behind the scenes videos of the documentary filming.

Also, as part of the initiatives for Hispanic Heritage Month, Discovery en Espanol has created a series of spots titled “La Fuerza Hispana,” playing tribute to the passion, courage and will of latinos.

September 13, 2012   No Comments

Univision Earns IAB’s QAG Certification, Network is the only Spanish-language broadcaster certified

By: Sam Thielman

Univision Interactive has been certified by the Interactive Advertising Bureau (IAB) as compliant with the Bureau’s Quality Assurance Guidelines, meaning that all of Univision’s partner group sites will carry the IAB seal. Many of the organizations certified by the IAB are digital-only—Google, Microsoft, AOL, Yahoo—so the company’s efforts to obtain the certification are likely indicative of future plans in the digital sphere, given that the company’s core business remains broadcast television. The certification makes Univision the only Spanish-language network with IAB certification.

The IAB created the certification to give advertisers a “seal of approval” so that they’d know where they would have the most input and control over their ads. “We began the [quality assurance guidelines] initiative to increase buyer control over the placement and context of advertising so marketers and agencies can build confidence in developing spending strategies,” explained Randall Rothenberg, president and CEO of IAB.

A release from the network described the goals of its group of digital platforms as “a reliable and extensive way for advertisers to effectively target U.S. Hispanics.”

September 13, 2012   No Comments

Jennifer Lopez Buys Part of NuvoTV, Actress will help to guide programming

By: Sam Thielman

English-language Hispanic cable network NuvoTV (formerly Si TV) is getting a shot in the arm from Jennifer Lopez, who is taking an ownership stake and will also help guide its programming.

Nuvo will air a show from the actor/singer/producer’s shingle, Nuyorican Productions, about Lopez’s first world tour with Enrique Iglesias—which wraps in December—and will collaborate with the network on its programming lineup. A reality series about backstage drama among Lopez’s backup dancers is also under consideration. Lopez will act as exec producer on all her TV projects. Terms of her ownership stake were not disclosed.

Lopez spoke to Adweek about the possibility of creating an English-language network aimed at U.S. Hispanics (most of the television options for Latinos are in Spanish at the moment), and her unique ability to fill that niche. “The Latinos who grew up here in the States like myself grew up watching English-language TV,” she said.

Latinos, Lopez suggested, are looking for representations of themselves in the media world, and not just on Spanish-language TV. “We have a pilot we’re developing at Fox, but it’s very rare that you see that. We’re going to be looking for that kind of content,” she said.

Lopez is no stranger to TV production, having worked on several series at Spanish-language networks. She’s also developing a general-market pilot at ABC Family.

Michael Schwimmer, Nuvo’s CEO, said that “there’s a marketing and promotion side to the relationship as well.” Lopez will work “closely with NuvoTV’s distribution and advertising partners,” the network said, in a bid to increase Nuvo’s attractiveness to new clients.

Asked how the partnership differed from Discovery Communications’ deal with Oprah Winfrey on OWN and Martha Stewart’s ill-fated run on the Hallmark Channel, Schwimmer said, “Each of those circumstances which you mentioned are really different from ours. We’re not becoming someone else’s network. It’s not just the contribution of a popular television personality who’s going to bring her show to our air.”

And what about the ad industry’s reaction? “We’re just getting started, so the answer is it’s too early to give real market feedback,” said Schwimmer, “but we anticipate that the news will be very exciting to our ad partners.”

September 13, 2012   No Comments

Reaching Spanish Speakers in the US Through Digital Marketing

By: Christian Amo

The internet is becoming a much more multilingual place – including in the United States. It’s estimated that around 20 per cent of the population speak a language other than English at home. The vast majority of these speak Spanish. And not only do these consumers have an estimated spending power of $1.2 trillion, but more of them are spending it online.

Yet businesses of all sizes have been slow to keep up with this trend. Research by the Common Sense Advisory found only four out of the top 50 U.S. online retailers had translated a significant part of their websites into Spanish. As you might expect, this proportion drops for small and medium-sized businesses.

This does appear to be changing, with recent success stories inspiring more companies to take a bilingual approach. Amtrak, Home Depot and Best Buy are just a few household names who have seen huge returns on investment by targeting this growing market. Numerous smaller businesses are also finding that tapping into the Spanish-speaking market can be a relatively low-cost, low-risk way to increase sales.

One reason to try this strategy is the relative lack of competition online. While English accounts for only a quarter of web users, more than half of all web content is in the language. In the United States, Spanish speakers are more likely to use social networks and smartphones  – but are still relatively under-served by online businesses.

The benefits of Spanish-language digital marketing

Although most of the Latino population speaks English, research shows that a large number of them prefer to speak Spanish at home. A study by ComScore and Terra.com also found that, in general, they were “ideal online customers”. They were more likely to be active online, and more receptive to new technology. They found 37 per cent of Hispanic respondents were likely to respond to targeted ads, compared to 30 per cent of the non-Hispanic population. They also tend to be younger, and more likely to browse online using smartphones.

These findings appear to be confirmed by Best Buy’s experience. The company reported that users of its Spanish language website spent twice as long browsing, and spent an average of twice as much as English-speaking customers per visit.

Amtrak found its Spanish website quickly exceeded its sales targets soon after launch. As an added bonus, they found that they had significant sales to customers in Spain, Mexico, and other Spanish-speaking countries.

Translation and localization

The first step to reaching these customers is translating your website.  If you’re on a tight budget, translating a few main pages is an easy way to test the waters. If these prove popular, you can translate the whole site. It’s best to hire native-speaking translators, rather than rely on free services such as Google Translate, which are prone to errors.

It’s also important to consider the language and culture. If your business is mainly targeting customers in your home city, then consider the most widely-spoken dialect of Spanish. But if you’re trading throughout the United States, standard Latin American Spanish is the best option. Consider localizing cultural references – for example, you might want to refer to popular celebrities on Spanish-language television.

Being social – and mobile

Social networks such as Twitter and Facebook are a great way to publicize your website and latest promotions.  It’s best to establish separate feeds for English and Spanish, as mixing the languages can just annoy and confuse followers.The growth in smartphone use is fast making a mobile-friendly website essential. Taking time to ensure your site works on a small screen will avoid losing valuable customers.

It’s also important to consider other ways of publicizing your site online. As well as offering visitors the choice of languages, you can also submit the site to key industry directories. Submitting press releases to local Spanish-language media, or running an online advertising campaign, can help get the word out.

As with any digital marketing, it’s unlikely to get instant results. But with a little effort, a bilingual website can expand your customer base and provide a better service to Spanish-speaking consumers.

August 9, 2012   No Comments

Are Hispanics Really More Social in Social Media?

By: Jose Villa

We’ve all heard it before…

“Hispanics are more social.”

“Hispanics over-index on social media.”

“Hispanics are the original social networkers.”

I’m just as guilty as anyone of blindly restating these supposed truisms about Hispanic digital behavior. The countless reports published over the last few years by highly reputable research firms like BIGInsight, Pew, and Nielsen, provide plenty of data points to support these claims.

But we all know that market research and market realities are two very different things.

Although I’ve been arguably one of the biggest proponents of Hispanic social media, I’ve seen my fair share of programs not living up to the heightened expectations about Hispanic social media.

Let’s think about this issue more critically. Hispanics are more social, but what does that mean exactly? At a very basic level, it’s a comparative statement. Hispanics are more social than other groups – the general market, and/or other demographic groups. Let’s keep this simple by focusing on the differences in online social behavior between Hispanics and the non-Hispanic general market.

How are they different? Much of the data focuses on consumption levels – how much time people spend using social media. Again, let’s simplify things for the purposes of this analysis: how much time Hispanics spend on Facebook vs. their non-Hispanic counterparts. I don’t refute the assertion a typical Hispanic may spend more time on average on Facebook than a non-Hispanic, but is that really important? There is an inherent flaw in this type of analysis – it focuses on a passive consumption metric, and not on the more important interactive nature of social media. As a marketer, time spent on Facebook may be somewhat important, but not the most important behavioral metric.

Back to my simple analysis – Hispanics may spend more time on Facebook, but are they commenting, sharing, and generating content at higher levels? There is a lot less data that I’ve seen to support that claim, and some recent research that is starting to question it.

My growing skepticism about Hispanics being more social is based on years of professional and personal experience working and living with Hispanics – not least of which is my family. Now the disclaimer – the analysis that follows is not based on hard research, or statistically significant data. While my data points may be limited, they do illustrate a trend line.

Hispanics have larger families. Hispanics tend to live in communities with other Hispanics. Hispanics engage in more word-of-mouth activity and place more emphasis on the opinions and recommendations of those in their social network. I’m on board with all this.

However, there is a big conceptual jump that is made when juxtaposing this Hispanic offline behavior – within their tight knit real world social networks – onto their online behavior. Are Hispanics more likely to comment on blogs or Facebook posts than non-Hispanics? Are Hispanics more likely to create online content and/or share it than non-Hispanics? There are three fundamental problems with assuming Hispanic social behavior extends to social media.

Issue #1 – Not all (online) Hispanics are the same

One very big problem I see – particularly with the data about heavy Hispanic social media usage – is we are painting with broad brush strokes. I know from our primary research and countless anecdotal experiences that there is a big dividing line in digital behavior between unacculturated/partially-acculturated, and older (35+) Hispanics and acculturated and younger (under 34) Hispanics. Most data out there lumps all these Hispanics together, resulting in what I hypothesize are some seriously skewed samples.

Issue #2 – Culture and Psychographics

In many of the discussions I’ve been privy to about Hispanics and social media, I’ve noticed a narrative developing that Hispanics are more likely to share and “make their voices heard.” This narrative is often tied to the “Hispanics are more social” hypothesis. This is interesting, because it goes against the cultural and psychographic characteristics of many Hispanics – particularly less acculturated ones.

Less acculturated Hispanics are unlikely to raise their hands. They keep a low profile, especially those here illegally – which is more than 10 million according to many estimates. Culturally, many of us are raised in environments where we are taught not to question authority. I’ve seen this with countless clients and peers who work in education. One of the biggest challenges faced by colleges and universities is Hispanics who never ask for help, never question their grades, and just keep their head down and try to do their work. This is just one illustration, but there are numerous other examples of these very important Hispanic psychographic and cultural norms that go against the type of digital “social behavior” we ascribe to Hispanics.

Issue #3 – Sharing with Family and Friends is Different than Sharing with Brands and the Public

Hispanics may be more social with each other, among family and friends, but are they more social with brands and the public? This is an important distinction often lost with all the buzz over Hispanic social media. This relates to the cultural and psychographic norms described above – a large swath of Hispanics, who are very social offline within their social networks, are not culturally comfortable with announcing their preferences, points of view, and experiences with brands and the public online.

I can’t be alone in my skepticism. Veteran Hispanic marketers – those who have been working in the trenches of Hispanic marketing for 20+ years – must share some of my skepticism. Let me know your thoughts, especially if you disagree, because lack of comments on this blog only reinforces my position.

August 9, 2012   No Comments

Census Bureau wants to drop word “Negro,” asking Hispanics about race

By: Matthew Artz and Matt O’Brien

WASHINGTON — The Census Bureau is recommending that Hispanics be treated as a distinct group, a move that acknowledges their growing significance but could reduce their numbers in future surveys.

The census currently considers “Hispanics” an ethnicity, allowing people to identify both as Hispanic and as a member of a separate racial group. The proposed change would drop the ethnicity question and simply ask about race, allowing people to check a box next to choices that include black, white, or Hispanic.

The proposal concerns some Hispanic political leaders who fear that it would lead to a lower overall Hispanic count as some people of mixed origin choose to identify as white or black.

“This is a hot-button issue,” said Angelo Falcon, president of the National Institute for Latino policy in New York City and a community adviser to the census. “The burden will be on the Census Bureau to come up with evidence that wording changes will not undermine the Latino numbers.”

But others doubt it will undermine the numbers because Latinos who are of European, African or indigenous American descent will more likely choose Latino as their race if it’s an option.

“There’ll be a lot fewer Hispanics checking the white box,” said Tomas Jimenez, a sociology professor at Stanford University. He said the proposed change might better reflect how Latinos define themselves. If anything, making Hispanic a race “will probably mean a decrease in the population of people identifying as white,” he said.

The proposal was among several Census Bureau recommendations released Wednesday, stemming from new government research on the best ways to count the nation’s demographic groups. The other changes would drop use of “Negro” from census surveys and add write-in categories for Arabs and Middle Easterners to specifically identify themselves.

The changes are based on research conducted during the 2010 census that showed many people who filled out the traditional form did not feel they fit within the five government-defined racial categories: white, black, Asian, Pacific Island and Native Indian/Alaska Native.

More than 14 million Californians identified themselves as Latino/Hispanic in the 2010 census, and a growing number, in the race category, are describing themselves as “some other race.”

Nationally, about 18 million — roughly 37 percent — Latinos used the “some other race” category.

“It’s critical that race and ethnicity reflect how people identify themselves,” Census director Robert Groves said.

The term “Negro” is slated for elimination after several African-Americans took umbrage with the 2010 census question asking if a person was “black, African-American or Negro.”

Oakland NAACP leader George Holland said the term wasn’t acceptable to him, but questioned its removal at a time when some older African-Americans still identify as “Negroes.”

“I just don’t want to cause any friction,” he said. “I don’t want to alienate anyone.”

Government research in 2010 found that removing the term “Negro” did not lower the response rates among African-Americans.

The wording in census surveys can also be highly political: Census data are used to distribute more than $400 billion in federal aid and draw political districts and thus can elicit concern if a change were to yield a lower response.

Whether the question is asked as a race or ethnicity, it is important to count Latinos and other groups, said UC Berkeley political science professor Lisa Garcia Bedolla.

“There are important disparities in health, education and economic indicators” she said. “The only way we can target intervention and make sure the intervention is working is to track these categories.”

The government definitions of racial groups are set by the White House Office of Management and Budget. Currently, Hispanics are an ethnic group, which means although they share a common language, culture and heritage, they do not share a common race. They can be black, white, Asian, American Indian or descended from original peoples of a place colonized by Spain.

Changes to questions on census forms also must be approved by Congress.

Many demographers predict a wider range of responses on census forms and blurring of racial categories over the next 50 years as the minority population grows and interracial marriage becomes more common.

For many Latinos, the proposed changes could clear up some of the confusion around their identity on the census, but leave them in a quandary over how to identify themselves.

Richmond City Councilwoman Jovanka Beckles, who is black and a native of Panama, said she’ll simply check both boxes: black and Latino.

“I’m a Latin American who is now American, so I’m a Latin African-American. It gets to be a little confusing.”

August 9, 2012   No Comments

Six Things Advertisers Need to Know About the Growing Hispanic Market

Latino Consumers Are More Responsive Than Others to Digital Platforms

By: Fernando Rodriguez

It may be a surprise to some, but U.S. Latinos accounted for 11%, or $2.2 billion, of total e-commerce purchases made across the United States in the first quarter of 2012. Most important for the ad industry, much more than non-Hispanics, they are leveraging digital platforms and connected devices to influence their shopping behavior.

This is especially significant for the long run. According to the 2010 Census, one in six U.S. residents is Hispanic and half of Hispanic internet users are under 35 years old. Hispanics are fueling the nation’s population growth, and by 2020 the total Hispanic population is projected to reach 66.3 million people, accounting for 53% of the total population growth. This young and growing demographic group’s  research and purchasing patterns will have a huge influence over the future of digital marketing.

Terra’s 2012 Hispanic Digital Consumer Study by comScore shows specific ways that digital marketers can more fully reach the Hispanic audience. We took category-deep dives across the entire purchase cycle by source and device used: from research, to purchase and intent to purchase within Automotive, CPG, Entertainment, Financial Services/Insurance, QSR, Retail, Technology and Telecom.

Here are six trends culled from the study; they point the way to marketing’s future.

1. The shopping experience is very social, enabled by Hispanics owning the latest gadgets. Two in five Hispanics describe themselves as trendsetters, and rely heavily on the opinions of their trusted circle; 25% texted or called friends or family about a product, and 23% sent a picture of a product to friends or family while in a retail store.

2. Hispanics use their mobile devices to connect online to a much greater degree than non-Hispanics: 48% access the internet from their smartphone, against 38% of non-Hispanics; 20% access the internet from their iPads against 14% among non-Hispanics. On-the-go, 55% access the internet outside of home/work/school, against 46% of non-Hispanics.

3. Forty-two percent of Hispanics agree that, “The online ads that are most likely to get my attention are ones that are more sophisticated in their implementation of newly available technology and are creatively sharp.” That figure is up from 35% from the Terra 2010 Ad Value Study by comScore.

4. Online content/ads emerged as a leading source of online research to a greater degree for Hispanics than non-Hispanics: 29% of Hispanics used online content/ads for researching entertainment DVDs, music and games, against 15% of non-Hispanics; and 30% of Hispanics used online content/ads for researching computers/tablets, against 24% of non-Hispanics.

5. Hispanics are more likely than non-Hispanics to purchase across a wide variety of categories from their mobile phones and tablets: 24% of telecommunication purchasers did so from their mobile phone, against 10% among non-Hispanics; and 18% of financial-services purchasers did so from their tablet or other connected device, against 7% among non-Hispanics

6. Hispanics on average are spending 8.3 hours per week watching TV, against 8.7 hours per week online. They are more receptive to digital advertising than non-Hispanics, particularly with regard to traditional television. When given the statement, “Online video ads are more interactive, meaning that more information is easily obtained by scrolling over, clicking through, or simply viewing  than traditional television ads,” 41% of Hispanics agreed, against 37% of non-Hispanics. These figures have increased among Hispanics from our 2010 study.

In all of these situations, as the Hispanic population grows advertisers need to recognize the behavioral shifts and adjust their media ad spend accordingly.

Terra’s study surveyed a nationally representative sample of 3,048 Hispanic and non-Hispanic consumers from February 29-March 14, 2012. Participants gave comScore explicit permission to passively observe their online browsing and transaction behaviors from January- March 2012.

August 9, 2012   No Comments

2012 Olympics: Telemundo Adds a Hispanic Twist to Their Olympic Coverage

By: James Williams

One of the members of the NBC Sports family that is doing a fantastic job of covering the 2012 London Games is Telemundo. The Spanish language network that reaches over 210 markets nationwide and is carried on most cable and satellite companies in the United States is in the Olympic business in a very big way.

When the London 2012 games come to an end this week, Telemundo will have aired over 173 hours of Olympic coverage to the ever growing Hispanic market. Thus far, the network has focused on boxing, swimming, basketball, soccer and beach volleyball, but they have kept viewers updated on all of the big news going on in London.

The extensive Deportes Telemundo’s Olympic team has been anchored by internationally acclaimed sportscaster Andres Cantor, who is famous for his signature GOOOOOAALLLL call. But the Telemundo team has also featured Jessi Losada, Mónica Noguera, Sammy Sadovnik, Edgar Lopez, René Giraldo, Karim Mendiburu, Kaziro Aoyama, Oscar Guzmán, Leti Coo and Verónica Contreras, as well as several former Olympic champions.

The mission for Telemundo has been to cover the sports that are of most interest to their core viewers and also to craft back story features on the large number of Hispanic American Athletes taking part in the 2012 London Games.

They also did a fine job of looking at athletes from outside the U.S.A. who have a large Hispanic fan base in this country. A few examples were Mexican diver and 2009 world champion Paola Espinosa, Cuban American multi-medal threat gymnast Daniel Leyva, Mexican American female boxer Marlen Esparza and Argentine NBA basketball player Manu Ginobili were all feature subjects of the Telemundo coverage.

Not unlike NBCOlympics.com, Telemundo has been very involved in both digital and social media throughout the games. The network’s Olympics site, Telemundo.nbcolympics.com, has been a very busy and robust hub for America’s Hispanic readers to follow every aspect of the games in Spanish.

Finally, if you haven’t seen the London 2012 Games on Telemundo, do take a moment to check it out or visit their website because it does offer another fun and entertaining view of the games.

August 9, 2012   No Comments

Pushing Boundaries on the Texas Border

By: Leah Latella

The El Paso Transnational Trolley Project

In El Paso, Texas, artist and photographer Peter Svarzbein is using art to inspire a political movement. With a fictitious advertising campaign promoting a trolley system to transport citizens from El Paso to neighboring Juarez, Mexico, Svarzbein has begun a community-wide conversation that questions the media and Americans’ opinions about the Southern border.

There was once a real-life trolley: From 1902 to 1974, it ran daily between El Paso and Juarez but with Mexican drug cartel violence and American anti-immigrant sentiment, those bonds have frayed.

“If you can’t imagine a better future, you can’t have a better future,” says El Paso-born Svarzbein, and he set out to do just that. The idea began as his MFA thesis project in 2010.

With the help of Fusion magazine and Ltl. Monster, a production company, “Temple to the Future”  brought together more than two dozen artists from both sides of the border to cover a city-owned abandoned structure that stood near the heart of downtown El Paso which was set for demolition. For “Faces of the Frontera,” Svarzbein photographed 2,154 citizens on the border and created this 7 x 10 ft trolley  mural as part of a 8 x 60 ft installation in the City of El Paso’s Chalk The Block Art Festival.

ht juarez trolley mosaic lpl 120629 wblog Pushing Boundaries on the Texas Border

“Faces of the Frontera”

The artist’s large-scale posters, appearances by actors as trolley conductors, videos, news coverage, and public art projects  “Faces of the Frontera” and “Temple to the Future” have inspired a conversation about the social issues related to the drug wars and the segregation between the sister cities.

The most recent act of the project was a grassroots push for a streetcar system in El Paso, connecting the university area with downtown.  Close to 500 ballots were collected from across El Paso calling for a streetcar system to diminish  drunk driving and to offer an alternative to car-dependent sprawl. With the highest amount of ballots for a downtown signature project, El Paso received a $100 million grant from the Texas Department of Transportation for this streetcar network.

July 9, 2012   No Comments

Media Decoder; NBC News to Promote Web Site to Latinos

By: Tanzina Vega

After a year of trying a Tumblr page, the Web site for NBCLatino.com is ready to face its readers. On Monday, NBC News will officially announce the site dedicated to news and features for a Latino audience.

”We want to tell the Hispanic-American story with Hispanic-American voices in English,” said Chris Peña, the site’s executive editor. ”It’s a young demographic; we know it’s a growing demographic.”

Content on the site includes articles and videos on immigration, politics, parenting, lifestyle and food.

”Its not that we want Latino news,” Mr. Peña said. ”We want culturally relevant content.”

Staff members for the Web site are bilingual in English and Spanish, indicating a push toward creating content for a bicultural Latino market.

”There hasn’t been a lot of attention paid to people who are bilingual and who speak English and who have grown up in bilingual homes,” said Steve Capus, the president of NBC News. ”There’s an audience that we think is underserved and highly valued.”

Natalie Morales, the ”Today” show news anchor on NBC, will contribute to the site, as will Tom Llamas, Gabe Gutierrez and Miguel Almaguer. The site will also take content from MSNBC, Telemundo, ”Today” and the nightly news.

”Network news, if you will, looks different now than it did 20 years ago,” Mr. Capus said of the anchors and correspondents. ”We’ve got some very high-profile players who reflect the diversity in this country.”

July 9, 2012   No Comments

Mobile is Mandatory for Marketing to Multicultural Shoppers

By: Ned Smith, BusinessNewsDaily Senior Writer

With smartphone penetration in the U.S. nearing the 50 percent mark, marketers are rapidly adopting mobile shopping tools to reach consumers. For marketers who want to win over multicultural shoppers, mobile will soon be mandatory.  That’s because African-American and Hispanic shoppers are adopting these new shopping technologies at a faster rate than Caucasians, new research shows.

They use these new technologies both to research products and make purchases. Eighteen percent of African-American shoppers and 16 percent of Hispanic shoppers use their mobile devices to make purchases as compared to 10 percent of Caucasians, according to an ongoing shopping behavior study conducted by The Integer Group, a marketing agency, and M/A/R/C Research.

One in five African-American shoppers (21 percent versus 13 percent of Caucasian shoppers) use their phone to read product reviews and maintain shopping lists and one in five Hispanic shoppers (20 percent versus 13 percent of Caucasian shoppers) use their mobile device to compare product prices, the study found.

[Mobile Shopping a Big Boon for Online Retailers]

“Basic mobile communication through SMS and mobile websites should be the points of entry. Mobile marketing to multicultural shoppers is a huge opportunity,” said Martin Ferro, senior account planner for Velocidad, the Hispanic marketing arm of The Integer Group.

Despite smartphone penetration skewing lower among African-Americans and Hispanics than whites, both are leading the charge by using mobile as a means to access the digital world of shopping aids.

Digital shoppers are just shoppers,” said Ben Kennedy, Integer’s group director of mobile marketing. “Digital shopping tools are illustrative of the continued blurring of the on- and offline spaces. Today’s reality is that shoppers use whatever tools they have on hand to make them smarter, savvier shoppers.”

July 9, 2012   No Comments

Marketing that Matters: Boomers, Media Moms, and Lower Income Consumers

By: Hispanicad.com

At Nielsen’s Consumer 360 Conference, speakers and attendees discussed the attributes, inclinations, and behaviors various consumer groups in the U.S. In a session titled “Marketing that Matters,” three unique consumer groups were identified and analyzed to provide a fresh perspective on the opportunities these segments represent for marketers.

Baby Boomers

Baby Boomers—Americans born between 1946 and 1964—number 80 million, and have long been the most marketing-friendly consumers in the country’s history. Their sheer number has amplified their impact and transformed every product category they have embraced. Today, boomers are rapidly growing out of the 18-49 cohort — long thought to be a sweet spot for marketers — but this generation is simply too big, valuable, and important for marketers to revert to the traditional “cut-off” at age 49.

Instead, they remain important as ever to the success of marketers and brands. Today, the 50+ age group consists of almost 100 million consumers, and by 2030, it will grow another 34 percent.

Today, boomers account for nearly $230 billion in sales for consumer packaged goods (about half of total sales), and in five years, they will control a full 70 percent disposable income in the U.S. They will continue to dominate spending, yet advertising dollars are being funneled elsewhere.

“Whatever the reasons for this divide, it’s a missed opportunity,” said Beth Brady, Nielsen’s leader for marketing effectiveness.

Polarized Consumers

Much attention of late has been paid to increasing income disparity in the United States. Lower income consumers—those who earn less than $30,000 per year—are a growing segment and now represent about 30 percent of the country’s population. While these consumers, not shockingly, spend less overall than average, they collectively represent a big part of the country’s total spend and are expected to grow in the future.

This segment of consumers engages with media across all screens. In fact, they spend more time online than other income groups, averaging more than nine hours a month on Facebook and streaming more online video than other consumers as well. Lower income consumers also watch more TV than other consumers and are particularly accessible via daytime television.

July 9, 2012   No Comments

Groundbreaking Latino and LGBT Campaign “Familia es Familia” Launches at NCLR Annual Conference

By: Freedom to Marry

LAS VEGAS, July 8, 2012 — Campaign comprises 21 of the nation’s leading Hispanic organizations

LAS VEGAS, July 8, 2012 /PRNewswire-USNewswire/ — Twenty-one of the nation’s leading Hispanic organizations announced today their endorsement of a first-of-its kind, comprehensive public-education campaign called Familia es Familia aimed at strengthening Latino voices to build support within the Latino community for acceptance of LGBT family members.

Public opinion polls show that Latinos really do lead the way when it comes to attitudes toward lesbian, gay, bisexual, and transgender (LGBT) people. Several recent studies by the Pew Hispanic Center, Bendixen & Amandi International, 2012 Opportunity Agenda and SSRS found strong support among Hispanics for a number of LGBT issues.

Familia es Familia will be a bilingual campaign providing resources and information that are culturally appropriate to empower voices within and from Latino families and communities. In addition, the campaign will provide training, technical assistance, and support to the 21 Hispanic organizations and will spearhead a national effort to educate the public through a range of viral components including: an interactive bilingual website rich with videos, resources, and publications; social media platforms such as Facebook, Twitter, and YouTube; promoting stories and voices in the media; and an organizing campaign to engage the community through their mobile devices.

“The polling shows that many in the Latino community already understand that there is one struggle for equality, a struggle that benefits from appreciating common mission. Familia es Familia is a campaign that will help to deepen the understanding that a discriminatory deprivation of rights on any basis is a cause of concern for all. Together, we can overcome all of the irrational biases that adversely affect any member
of the Latino community,” said Thomas A. Saenz, President and General Counsel, MALDEF.

“NCLR is deeply committed to the civil rights of all Americans, including our friends and family in the LGBT community. We are very proud that this ground-breaking public education campaign, ‘Familia es Familia’, is being launched at our Annual Conference this year in Las Vegas,” said Janet Murguia, President and CEO, NCLR.

Brent Wilkes, Executive Director of LULAC, the nation’s oldest Latino civil rights organization said, “Since its inception, LULAC has fought for the equality of minorities. All individuals regardless of their race, ethnicity, country of origin or sexual orientation, deserve equal rights.”

“A growing majority of Latinos in this country know that every gay or lesbian person is part of someone’s family – a son or daughter, a brother or sister, a loved one – and the more conversations we have, family member to family member, the more support for the freedom to marry grows,” said Evan Wolfson, founder and President of Freedom to Marry, the campaign to win marriage nationwide. “Latino gay couples seek the freedom to marry to affirm and strengthen their love, their commitment, and their ability to take care of each other and their families; government should not be putting barriers in their way. Freedom to Marry is proud to be supporting the Familia es Familia campaign to lift up Hispanic voices and stories as together we make the case for ending the exclusion from marriage.”

Freedom to Marry provided the seed funding and serves as fiscal sponsor for Familia es Familia. The Gill Foundation has also committed to providing additional resources.

“Given the breadth and depth of this first-of-its-kind campaign, this effort is so vital for our community, and we hope that it will help to change the dialogue and hearts and minds about our Latino LGBT family and community Members,” said Ingrid Duran, Laura Esquivel and Catherine Pino, the D&P Creative Strategies team, the lead firm working with Freedom to Marry to create and manage the campaign.
For more information, please visit www.familiaesfamilia.org.

Read more here: http://www.sacbee.com/2012/07/08/4616946/groundbreaking-latino-and-lgbt.html#storylink=cpy

July 9, 2012   No Comments

Siri, Why Don’t You Speak Spanish?

Apple: Voice-Activated Personal Assistant Learning Several New Languages

Even though Siri was born in California, a state where more than one-third of the population is Hispanic or Latino, Apple’s voice-activated personal assistant doesn’t speak Spanish.

With Siri its major selling point, the iPhone 4S has flown off the shelves, despite running the risk of alienating the U.S. ethnic group most gaga for smartphones: Hispanics, who are more likely than non-Hispanic white adults to own them.

Zooey Deschanel and Siri speak English to each other in an ad.
Zooey Deschanel and Siri speak English to each other in an ad.

Even so, some think Apple stumbled in not including a Spanish-language Siri when it launched in October.

“I have several friends who purchased iPhones for family members and then returned them because Siri doesn’t speak Spanish,” said one Hispanic media exec. “At first they thought the phone was broken. Then they said, ‘Siri es una estupida.’ “

And though Siri has starred in Apple’s ads for iPhones in the U.S., she can’t be part of its sell in China because she also doesn’t speak Mandarin — the No. 1 language by volume of speakers.

That doesn’t seem to be hurting iPhone’s popularity there, though. Apple grossed more than $10 billion in Asia-Pacific in the first quarter, second only to the Americas $13 billion. Apple earned $8.8 billion in Europe in the first quarter.

Apple did not respond to a request for comment.

In addition to English, Siri speaks German, Japanese, French and even celebrity. (“Siri, remind me to put the gazpacho on ice.”) Apple has said that additional languages, including Chinese, Korean, Italian and Spanish, are on the way this year.

“Apple has a roadmap and has to get all the bugs out,” said Steven Wolfe Pereira, exec VP at MediaVest and managing director of its multicultural unit, MV42.

Apple has long used software like Siri to make its devices more appealing. For example, iTunes drove rabid demand for iPods. Similarly, iTunes was available in the U.S. first, then Europe and then elsewhere worldwide.

June 13, 2012   No Comments

Obama Reaches Out to Hispanic Voters with New Ads

The ads are being run by affiliated Super PACs and the SEIU, one of the country’s biggest unions.

By Julie Pace, The Associated Press / June 11, 2012

One of the nation’s largest unions and a Democratic super PAC supporting President Barack Obama launched a joint $4 million Spanish-language advertising campaign on Monday, targeting Hispanic voters.

The ads, sponsored by the Service Employees International Union and Priorities USA Action, argue that Republican presidential candidate Mitt Romney’s policies would benefit the wealthiest Americans at the expense of Hispanics and other working families.

Priorities USA Action, founded by two former Obama White House aides, has struggled in fundraising compared with Republican-leaning super PACs like American Crossroads and its nonprofit arm, Crossroads GPS. But the super PAC’s partnerships with SEIU and other organizations, including the League of Conservation Voters and the United Auto Workers, help the group compete with the better funded GOP-leaning political action committees.

RECOMMENDED: Can Hispanics see themselves as ‘Junto con Romney’ – Together with Romney?

The political wing of SEIU has given a combined $1 million to Priorities USA Action during the current election cycle.

The Priorities USA advertising partnerships with SEIU have focused primary on Hispanic voters, a key election-year constituency for Obama. The ads released Monday use past statements made by Romney, including his assertion that the very poor were not his focus, to try to make the case that the presumptive GOP nominee would be harmful to Hispanics.

The ads will run on television and radio stations in Colorado, Nevada and Florida — all battleground states with sizeable Hispanic populations — throughout the summer.

Meanwhile, the Obama campaign on Monday also released a new online video today on what it says is a Romney plan to eliminate police officer, firefighter and teacher positions.

The video asserts that “this approach is nothing new to Mitt Romney — it’s the same one he pursued in Massachusetts.”

The video charges that as governor of Massachusetts, Romney cut funding for education and first responders and says that lead to layoffs, even though he expanded the size of state government overall.

The new web video features interviews with Massachusetts elected officials who served during Romney’s tenure –and highlights the local impact of the cuts he made at the state level to teachers, firefighters and police.

June 13, 2012   No Comments

Spanish-Dominant Hispanics Most Satisfied with Multicultural Representation on TV

In our increasingly multicultural world, how is mainstream media perceived by multicultural consumers who are quickly becoming the new general market? In Horowitz Associates’ 13th annual State of Cable and Digital Media: Multicultural Edition study, White, Black, Hispanic, and Asian urban consumers were asked how well TV represents racial and ethnic groups in terms of quality (accuracy in comparison with reality) and quantity (proportionate with reality). One-third (32%) say TV does a good job with quality, but a comparable number (27%) give unfavorable ratings; two in five (40%) give favorable ratings for quantity and one-quarter (23%) give unfavorable ratings. Across total multicultural consumers, neutral ratings fall between 37% (quantity) and 41% (quality).

The study reveals important dynamics across races, particularly among key Hispanic segments. Spanish-dominant Hispanics are the most satisfied with racial representation in the media, reporting the highest favorable ratings and lowest unfavorable ratings for quantity (53% favorable; 11% unfavorable) and quality (46% favorable; 13% unfavorable). Spanish-dominant Hispanics watch 69% of their TV in Spanish, however, making their evaluation reflective of the content on Spanish networks. On the other hand, English-oriented Hispanics, who watch 92% of their programming in English, give the media high unfavorable ratings for quality (35%) and quantity (29%).

Asians are the least satisfied with multicultural representation, giving the lowest favorable ratings for quantity (24%; 31% unfavorable) and quality (22%; 27% unfavorable). Asians are the only segment that gives higher unfavorable ratings than favorable ratings for both quantity and quality.

“Multicultural audiences have always been the best customers for television and entertainment. Tokenism and stereotypical representation of ethnicities in the media will not pass muster among this new general market for media,” notes Adriana Waterston, Horowitz’s VP of Marketing and Business Development. “Our findings, particularly the dramatic differences between key segments of the Hispanic market, help underscore the value viewers place in seeing themselves represented in the stories, voices, and faces they watch on TV.”

Editorial Staff
Portada

June 13, 2012   No Comments

Univision in English? Finally It Gets in Step With the Hispanic Market

Trends Show that Spanish Is Not the Best Way to Reach Most U.S. Latinos

It must not have been an easy decision for Univision, the Spanish-language media giant, to join ABC in creating an English-language TV network and digital platform aimed at U.S. Latinos. Why? Because it departs sharply from Univision’s long-standing position that Spanish is the best way to communicate with Hispanics in this country. 

As described by Cesar Conde, president of Univision Networks, the joint venture is “an extension of our vision to deliver the most relevant news and information, regardless of language, to all Hispanics.” The new network will have anchors and correspondents in major U.S. cities from Univision and ABC. Although Conde appears to minimize the importance of language, programming in English marks a major change in Univision’s strategy. 

For some time, the idea that Spanish is the route to the Hispanic market has been firmly etched in the minds of U.S. advertisers, with some Spanish-language advocates making effective emotional appeals about the virtues of the Spanish-language with slogans like “Spanish is the language of the heart” and “We make love in Spanish.” 

Media-ratings companies added to the Spanish-language case by omitting country of birth in their ratings, which could have shown marked differences in the television viewing habits of native and foreign-born Hispanics. The economic payoff for Univision and the Spanish-language media industry has been huge: an estimated 90 percent of all advertising dollars directed to U.S. Hispanics are delivered in Spanish. 

So why would Univision want to change its formula for success? 

First, does it make sense to invest 90 percent of advertising dollars into Spanish-language media when 63 percent of U.S. Hispanics are native-born and primarily use English-language media? This is not a new trend, and is supported by numerous independent studies of U.S. Hispanics. And it will come to be reflected in television ratings, as the ratings companies, in response to litigation and protests by community and industry groups, break down Hispanic viewers by country of birth. 

Secondly, the proportion of Hispanic immigrants in the United States is actually shrinking. While 40.2 percent of U.S. Hispanics in 2000 were foreign-born, this percentage decreased to 37.1 percent in 2010. In California — home to 14 million Hispanics — the percentage of the foreign-born dropped from 43.9 percent to 38.2 percent. Even more compelling is a recent study finding by the Pew Hispanic Center (2012) that net migration flow from Mexico to the United States has stopped and may have reversed –- an outcome of factors like a weakened U.S. economy, increased border enforcement and a rise in deportations. 

Thirdly, Univision has probably come to acknowledge that not all U.S. Hispanics want a steady diet of novelas, game shows and international news — programming that appeals primarily to Hispanic immigrants. The audience for the new network will likely be composed primarily of native-born, English-speaking Hispanics who will want to see programming that is relevant to their experience in the United States. 

Although Univision and ABC appear committed to expanding the variety of programming offered by the new network, it will take considerable effort to ensure that this actually happens. For example: Will decisions about content be made with community input from U.S. Hispanics? Will there be efforts to include Latinos as anchors or reporters who do not fit the blonde, blue-eyed profile of both networks? 

There is also a lingering question for Univision. What explanation is the company prepared to give to advertisers who have been accustomed to hearing that Spanish was the most effective vehicle for communicating with U. S. Hispanics? Is Univision willing to concede that its past research and recommendations were incorrect and potentially misleading? Advertisers deserve some explanation. 

The proposed network offers great potential for providing English-speaking Hispanics with a wider variety of programming. It is also an opportunity to build knowledge about U.S. Latinos in the English-speaking, non-Latino audience, as well as in the Latino audience itself. This becomes significant because future Latino growth will be driven primarily by the children of immigrants, who are primarily English-speaking and are less likely to to know about their culture. Let us hope that the proposed network fulfills its ambitious goals and does not disappoint the underserved English-speaking Hispanic audience.

June 13, 2012   No Comments

Hispanic Millennials vs. Hispanic Thirty-Somethings: How They’re Different

Most advertiser sweet spots fall in between the adult 18 to 49 demographic … yet among Hispanics, specifically; this demo is less culturally monolithic than ever. Major differences exist between adult Hispanic Millennials (18- to 29-year-olds) and Hispanics in their thirties. Although very close in age, these age groups are distinct from each other in ways that are essential for marketers and content developers to understand.

The main source of their differences is where they were born. The majority of today’s adult Hispanic Millennials – 59% — were born in the U.S. In contrast, 65% of Hispanics in their 30s are foreign-born. To this point, most Latinos have been immigrants. But with immigration at a near-standstill and U.S.-born Hispanics rapidly aging into young adulthood, the proportions are shifting.

Here are some of the ways adult Hispanic Millennials are different from thirty-something Hispanics, according to an analysis of Simmons data:

o Prefer English, but bilingual at home. Two-thirds of adult Hispanic Millennials prefer to speak only or mostly English in their everyday lives – but at home, 74% speak some combination of Spanish and English. Hispanics in their 30s prefer to speak more Spanish, and are more likely to live in Spanish-dominant households.

o More college-educated. While Hispanics in both age groups are most likely to have a high school diploma, Millennials are skewing more college-educated. 39% of Hispanics 18 to 29 have had at least some college, compared with 30% of thirty-somethings. More than 1 in 3 Hispanics 18 to 24 is currently a college student.

o Less than half as likely to be married. 77% of Hispanics 18 to 29 are not married, vs. 36% of those in their 30s. Hispanic Millennials with children are also less likely to have tied the knot – 51% are unmarried, compared with 28% of thirty-something parents.

o More open to trying new brands. Hispanic Millennials have more of a “brands with benefits” orientation to shopping – they’re discriminating, but not as loyal. They are less likely than thirty-somethings to decide what they want before going shopping, less likely to look for the brand name on the package, and more likely to change brands for the sake of variety and novelty.

o More likely to be gadget freaks. Compared with Latinos in their 30s, Hispanic Millennials are more likely to say they like to have a lot of gadgets, love to buy new gadgets and appliances, and like to be the first to have the latest technology. They also like to be seen as experts, being more likely to say people often ask them for advice before buying electronics.

o More likely to go online for entertainment. Hispanic Millennials are more likely to use the internet to download music files; watch videos, TV programs, or movies; play games; watch sports; listen to internet radio; and download podcasts than thirty-somethings.

o More active social media users. 70% of Hispanic Millennials use social media, compared with 55% of thirty-somethings. They are more active Facebook participants and more likely to post and comment on social networking sites, access social media from different devices, and follow favorite brands and companies. They’re also more influenced by other consumers’ ratings and reviews.

In spite of these differences, one key similarity remains – Hispanic Millennials are not giving up their connection to Latino traditions and culture. They do keep up with American music, news and sports, but they also follow what’s going on in Latin America. They are more likely to say they enjoy eating traditional Hispanic foods than traditional American dishes. They are proud citizens of a multicultural world who enjoy sharing their heritage with Hispanic and non-Hispanic friends.

Strategies that have worked to reach young Hispanic adults in the past will no longer apply. Content that speaks to Hispanic Millennials’ complex cultural identity, delivered via a savvy combination of media, is the key to attracting the attention of this large and fast-growing demographic.

Courtesy of Tr3s Insights at <http://inside.tr3s.com/blog.php>

Source: Experian Simmons Fall 2011 NHCS Adult Survey 12-month

June 13, 2012   No Comments