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NEWS ARTICLES
Appearance on CNBC
Pernod Ricard launches Hispanic job education initiative
Nicole Zerillo March 14, 2008
PURCHASE, NY: Pernod
Ricard, through its lead brands Chivas Regal Scotch, Stolichnaya
Vodka, and Malibu Rum, is sponsoring a Hispanic community-based
cause initiative, Espiritu de Progreso Latino, to provide
job training and other skill-set programs for Hispanics, through
nonprofit organizations in New York and Los Angeles.
Jackson Heights Group Part Of ‘Latino Spirit’
2/7/08 Queens Chronicle
by Annmarie Fertoli , Assistant Editor
Latin Technologies
Inc., a non-profit workforce development group in Jackson
Heights, is part of a new initiative celebrating the achievements
of Latinos. Under Espiritu De Progreso Latino, or the Latino
Spirit of Progress, four Hispanic-serving institutions —
three in New York and one in Los Angeles — will receive
funding to help support their goals.
Carlos Santiago de Santiago ROI: Pasamos de asesoría
a implementación
(2/5/08) Produ Com Hispanic
Como un reflejo de la dinámica del
mercado hispano, la firma de investigaciones multiculturales
Santiago Solutions Group (SSG), incrementó su oferta
de servicios y creó hace un par de años Santiago
ROI. Para conocer los detalles de este proceso, PRODU conversó
con Carlos Santiago, titular de la compañía.
Santiago Solutions Group joins forces with Populicom.
(1/28/08)
Los Angeles based Santiago Solutions Group headed by
Carlos Santiago has joined forces with Puerto Rico based Populicom
headed Guillermo Paz.
The purpose of joining forces is based
on offering clients more strategic resources that compose
Multicultural consulting, along with traditional, digital
and mobile communication offerings.
Espritu
De Progreso Latino Celebrates Aspirations and Advancement
of Hispanics — Three Local Non-profit Programs Receive
Boost
January 15, 2008
– Espíritu De Progreso Latino, the Latino Spirit
of Progress, a new community initiative that celebrates and
supports the progress of Hispanics, will kick-off on January
15, 2008, in New York. This community-based program is designed
to raise awareness of the challenges facing Hispanics as they
strive to achieve their goals of prosperity and a better life
for themselves and their families in this country.
Espritu
De Progreso Latino Celebrates Aspirations and Economic Advancement
of Latinos— Local Non-profit Programs Receive Boost
January 15, 2008 – Espíritu
De Progreso Latino, the Latino Spirit of Progress, a new community
initiative that celebrates and supports the progress of Latinos,
will kick-off on January 15, 2008, in Los Angeles. This community-based
program is designed to raise awareness of the challenges facing
Latinos as they strive to achieve their goals of prosperity
and a better life for themselves and their families in this
country.
Mexican TV's ugly duckling picks a prince in show's finale
Web Posted: 06/24/2007 03:01 PM CDT
Nora Lopez
Express-News
"La Fea Mas
Bella," the most watched Spanish-language show in the
U.S., reaches its climactic conclusion from 7-9 tonight during
which the telenovela's ugly duckling-turned-swan protagonist
will finally choose her prince.
Adweek’s
Marketing y Medios boosts visibility to general market, increases
circulation
Hispanic PR Wire
Wright Fergison Jr.
2/20/07
New York, NY--(HISPANIC
PR WIRE)--February 20, 2007--With the Forbes and Fords of
the world clamoring for expertise and resources to help them
reach the lucrative Hispanic segment, Marketing y Medios has
met the need by expanding its circulation to key general-market
targets.
Hispanic Marketing & Public Relations Book First Ever
Hispanic Marketing Book Selected Choice Magazine Outstanding
Academic Title
Choice magazine selected The Hispanic Marketing & Public
Relations Understanding and Targeting America's Largest Minority
book 2006 Outstanding Academic Title, making it the first
ever Hispanic marketing title selected for the exclusive list.
PR Web Newswire
1/29/07
Boca Raton, FL (PRWEB) January 29, 2007
-- Choice magazine selected The Hispanic Marketing & Public
Relations Understanding and Targeting America's Largest Minority
book (Poyeen Publishing, $49.95) a 2006 Outstanding Academic
Title. This makes Hispanic Marketing & Public Relations
the first ever Hispanic marketing title selected for the exclusive
list.
Prime-time
soaps sizzle in Spanish but fall flat in English -
Telenovelas flopped on English-speaking
television this fall, but they're doing better than ever on
Spanish-language TV.
BY GLENN GARVIN
Published: February 11, 2007
Miami Herald
The contrast couldn't be more stark: Last
week, a new television network with a schedule of all English-language
telenovelas admitted defeat, abandoning the format in the
face of devastatingly low ratings. And Monday night, the Spanish-language
network Telemundo rolls out a new big-budget telenovela version
of Zorro, shot in high-definition and festooned with pricey
bells and whistles like a theme song by Beyoncé and
Mexican pop star Alejandro Fernandez.
Hispanic
Marketing Conference, Jan. 24-27, Miami, Brings Together Best-In-Class
Executives and Thought-Leaders
PR Newswire
Hispanic
Business
No Author Info
12/6/06
NEW YORK, Jan. 6 /PRNewswire/ -- Strategic
Research Institute announces the 11th Blockbuster Marketing
to U.S. Hispanics and Latin America Conference scheduled to
take place in Miami Beach on January 24-27 at the Wyndham
Miami Beach Resort. The latest addition to the program is
Brigadier General (retired) Bernado Negrete from the United
States Army. This comprehensive agenda includes leading luminaries
in the field of strategic planning, research, advertising,
PR, segmentation and target marketing, media planning and
buying, creative, direct marketing and grassroots outreach.
Translating
Hispanic Marketing into Shareholder Value
Monday
December 4, 2006
New
Study Reveals Connection between Hispanic Marketing Investment
and Return on Equity
LOS ANGELES--(BUSINESS WIRE)--With
shareholders demanding higher and better returns, companies
are examining all facets of their strategy to see what delivers.
A new study released today by Santiago Solutions Group (SSG),
found that companies might want to take a harder look at
their Hispanic marketing strategy to see how it translates
into bottom-line profitability. |
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Feature:
Tips on Hispanic DRTV
Q&A with Dr. Nadia Ashrafian, CEO of Hispanic DRTV advertising
agency Capital Media Inc.
DM
News
No Author Info
4/17/06
A statistical analysis by multicultural
consultancy Santiago Solutions Group
of nearly 200 top U.S. advertisers’ financial performance
over five years found a startling fact. Companies allocating
the highest percentage of resources to the Hispanic market
generated return on shareholder equity four times higher than
all the other publicly traded companies in the study. This
was especially true for the consumer goods and retailing sectors
so important to the direct response television industry.
Chicago
Shop Expands Into Hispanic Market
Marketing
y Medios
4/6/06
By Aaron Baar, Adweek
CHICAGO - The Marketing Store has launched
a Hispanic division called The Marketing Bodega to work with
traditional advertising agencies seeking to reach Hispanic
consumers.
The introduction represents an effort to
tap the $700 billion in domestic Hispanic buying power, a
number expected to nearly double in the next five years, according
to research firm Santiago Solutions Group.
Hispanic
Marketing Midwest Conference Celebrates 10 Years!!
PR Newswire
Hispanic
Business
3/22/06
No Author info given
ST. PAUL, Minn., March 22 /PRNewswire/
-- The 10th annual Hispanic Marketing Midwest conference,
produced by Aguilar Productions, will be held on April 25-26
in the Twin Cities.
Aguilar Productions, based in Minneapolis,
is celebrating its 10 year anniversary of promoting the Hispanic
market and has the distinction of being the only Latino-owned
company in the U.S. producing Hispanic marketing conferences
on an annual basis.
Corporate
Leaders in Hispanic Marketing Also Lead in Creating Shareholder
Value.
Hispanic
Ad
No Author given
2/6/06
The breakthrough results of the first phase
of a study that indicates that companies seriously investing
in Latino markets have a significant edge in accelerating
shareholder value creation, according to the Santiago Solutions
Group (SSG) study "Does a Well-Resourced Hispanic Corporate
Strategy Translate into Shareholder Value Creation?"
The study found that the companies that allocate the highest
percentage of advertising resources to Hispanic marketing
produce an average return on equity that is four times higher
than the followers.
HMCA,
PRSA Announce Hispanic Marketing & Public Relations Book
Related Teleconference
Hispanic
Business
1/23/06
No Author given
Miami, FL--(HISPANIC PR WIRE)--January
18, 2006--The Hispanic Marketing & Communication Association,
HMCA, and the Multicultural Section of the Public Relations
Society of America, PRSA, announced a teleconference based
on a chapter of a new book, Hispanic Marketing & Public
Relations Understanding and Targeting America’s Largest
Minority (Poyeen Publishing, $49.95) to be held Thursday,
January 26, 2006 at 2 p.m. The first title published on reaching
Latinos with marketing and public relations strategies, Hispanic
Marketing & Public Relations is appropriate for marketing
professionals and students.
Hispanic
Marketing ROI and Client Insights at Annual Miami Conference
Hispanic
Business
1/10/06
No Author given
New York, NY--(HISPANIC PR WIRE)--January
10, 2006--Produced by Strategic Research Institute, the 12th
Annual Blockbuster Marketing to U.S. Hispanics and Latin America
conference, scheduled for Jan. 29-31 in Miami, is coming up
soon. This year’s agenda is packed with blue chip clients,
new strategies and market intelligence, and insights on how
companies are focusing on this robust market. The event not
only brings in the best players in the business to share insights
and case studies, but also innovators and thought-leaders
to unravel new directions and emerging trends that can make
or break your brands. Year after year this event has been
a benchmark for Hispanic marketing intelligence. Hear from
GMAC, Toyota, P&G, General Mills, Wells Fargo, U.S. Cellular,
Yahoo! NBA Latin America, Maybelline-Garnier L’Oreal
USA, Burger King, Disney, Microsoft, Xbox, Scholastic Media
and many more.
Hispanic
Ad Spend Delivers Results
Mariana
Lemann
Marketing y Medios
January 1, 2006
MARKETERS committed to advertising
to Hispanics tend to deliver higher returns to their shareholders,
according to the new comprehensive study "Impact to
Shareholder Value Creation of Seriously Investing in Latino
Marketing." The Santiago Solutions Group conducted
the research of 150 U.S.-based publicly traded companies
that have not undergone mergers or acquisitions in the past
five years.
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Pharmaceutical
Hispanic Market Weekly
December 28, 2005
For the pharmaceutical industry,
Hispanics constitute a still unfamiliar segment of the market,
but one in which future growth rests. To the prescription
drug industry, Hispanics represent a $12.2 billion marketplace,
a figure expected to more than double by 2007, according to
a Global Insight study. Yet, the industry overall has done
little to reach Hispanics. |
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Santa
Ana's Secret: Big Spenders
Jennifer Delson
Los Angeles Times
December 20, 2005
Fourth Street is a magnet for Latino
immigrant shoppers. Those who don't earn much may still
go for some big-ticket items.
Fourth Street in Santa Ana is 42 miles and a socioeconomic
world away from Rodeo Drive in Beverly Hills.
But like the more well-known avenue of glamour, 4th Street
— a magnet for Latino immigrant shoppersthroughout
Southern California — stands as a center for luxury
goods, making Christmas a busy season.
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Non
Alcoholic Beverages
Hispanic
Market Weekly
November 2, 2005
Hispanics are big consumers of non-alcoholic
drinks – sodas, waters and juices – and generally
consume more fruit-flavored beverages than their non-Latino
counterparts. One phenomenon that impacts what Latinos drink
is the length of time they have lived in the U.S. and their
degree of acculturation. For many soft-drink makers looking
to connect with Latino consumers, the challenge is developing
a message that works with the more acculturated Hispanics
who grew up stateside on a diet rich in sodas as well as
with the more recent arrivals whose penchant is for juices
and fruit-flavored drinks. Drinks tailored to Latino taste
buds have become a big trend with tropical-flavored beverages
such as Pepsi’s Dole Aguas Frescas juice drinks in
mango and tamarind flavors and Nestle’s Kerns Aguas
Frescas, a line of fruit drinks.
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Digital
World Taps Telemundo Networks
Nancy
Ayala
Marketing y Medios
November 1, 2005
TELEVISION
WILL always have staying power, but armed with 1,080
hours of original programming, NBC Unviversal-owned Telemundo
and mun2 have numerous growth opportunities in the digital
arena.
"We just started our on-air promotions
of digital extensions," says Peter Blacker, the former
AOL Media Networks executive, who came onboard in July as
svp of digital media for Telemundo Networks. His goal: to
have 14 station Web sites up and running, in addition to
the reworked Telemundo and mun2.
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PHOTOS FROM FIRST HISPANIC MAGAZINE
SUMMIT
Faces From Around the Sessions
an
AdAge
October 17, 2005
FAJARDO, Puerto Rico (AdAge.com) —
Keynote speaker at the first Hispanic Magazine Summit was
Eduardo Michaelsen, CEO of Editorial Televisa (above left),
who was introduced with a wedding march by Group Publisher
David Taggart.
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ZoomInfo
September 22,
2005
This web summary was automatically generated using 246 sources
Santiago
Solutions Group
Carlos Santiago is a corporate strategist
nationally recognized for his successful direct response,
CRM and ROI analytics. NPR, Wall Street Journal, LA Times,
Miami Herald, Advertising Age, and BBC have highlighted
his leadership in multicultural business strategies. He
has created multicultural P&L business units, new products
and brands across many categories. His discipline is based
on hands-on management of "back-end" internal
infrastructures, customer touch points, data intelligence
and 360º integrated targeting.
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Banks
offering mortgages to illegal entrants
The
Associated Press
July 25, 2005
PHOENIX - At least two out-of-state banks
are offering home mortgages to illegal immigrants in metropolitan
Phoenix, and others are likely to follow, according to a
recent report by the National Association of Hispanic Real
Estate Professionals.
All immigrants need is an individual
taxpayer identification number issued by the Internal Revenue
Service, a steady income for at least two years and a good
credit rating.
Dozens of immigrants in metro Phoenix already have been
approved for these loans, often for up to $150,000. Their
biggest challenge is finding affordable houses in a market
where the median home value is teetering on $250,000.
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Carlos
Santiago, President & CEO of Santiago Solutions Group,
contributed the Foreword for the Hispanic Marketing &
Public Relations book.
In
HispanicCMPR.com
Hispanic Marketing and Public Relations
April 5, 2005
During his 20 years of experience in
private industry and management consulting, Carlos Santiago
has served a wide variety of clients and industry.
He is a nationally recognized leader for demonstrating tremendous
shareholder value creation through corporate initiatives
including analytical approaches and successful development
of architectures implementing multicultural branding, direct
response, sales, retail and CRM strategies.
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Banks
help undocumented migrants buy homes
Companies tap into new market
Yvette
Armendariz
The Arizona Republic
Jul. 24, 2005 12:00 AM
Undocumented immigrants now have a legal way
of getting a home mortgage to buy into the American dream.
All they need is an individual taxpayer identification
number issued by the Internal Revenue Service, a steady income for
at least two years and a good credit rating
California
dreaming
Hoping to reach a broader audience,
Telemundo's youth-targeted network is leaving Hialeah and heading
to L.A.
BY ELAINE WALKER
Miami Herald
Published:
June 21, 2005
ewalker@herald.com
Telemundo announced Monday that South Florida
will no longer be home to mun2, its cable network aimed at young,
bilingual youths.
Over the next few months, the creative, marketing
and production operations will relocate from Hialeah to Los Angeles.
The move is part of an effort to revamp the Latino youth network
and connect with the Mexican population, which represents the largest
segment of the rapidly growing U.S. Hispanic market.
Azteca's
lineup aims closer to 'home'
Azteca América announces
a new strategy to win over Mexican-American viewers and to strengthen
its connection with viewers who have recently arrived in the United
States from Mexico and Latin America.
BY
CHRISTINA HOAG
Published: May 17, 2005
Miami Herald
Azteca América, the newest broadcast network
in the contest to capture the hearts and eyes of U.S. Hispanics,
is trying a daring programming strategy next season: launching new
telenovelas simultaneously in Mexico and the United States.
Univisión
squeezes English-language networks -
Univisión hopes to translate its highest ratings ever into
advertising dollars.
BY
CHRISTINA HOAG
Published: May 15, 2005
Miami Herald
In the realm of Spanish-language television,
the ratings battle has traditionally been between longtime heavyweight
Univisión and Telemundo, the perennial underdog.
But these days Univisión no longer brandishes
its Nielsen numbers at Telemundo. It has moved up to take the role
of David fighting the top national networks.
Reaching
Out - A special report on Hispanic Direct Marketing
Hispanic
Market Weekly
Published: March 14, 2005
The trend started when pharmaceutical companies
gained permission to market directly to consumers, and took off
like wildfire. Today, direct marketing permeates nearly every corner
of the industry, particularly when it comes to the Hispanic market.
Growth has been significant in the DM space, where everyone from
major telecoms and financial services firms, to small and mid-sized
product and service providers are speaking directly to the growing
population of Latino consumers.
Hola!
Trying to stay in touch? Telcom companies are eager to help Hispanic
families do just that.
By
Yuki Noguchi
Washington Post Staff Writer
Sunday, June 6, 2004
Elmer Arias whizzes through 5,000 minutes a month
on his cell phone, racking up at least $200 in charges, which include
the cost of daily phone calls to his native El Salvador.
"As a business owner and as president of
the Salvadoran Chamber of Commerce, I call [El Salvador] maybe two
times a day for 15 or 20 minutes each," says Arias, who owns
La Hacienda Restaurant in Springfield. That doesn't include, of
course, regular calls to friends and relatives, as well as his wife's
calls to her family in Mexico.
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Many
companies underspend in Hispanic Segment
Dana
James
Marketing News
March 11, 2004
Summary
Despite results from
the 2000 Census, many companies still invest in the Hispanic
consumer segment at levels that are below what at least
one industry organization recommends.
Results
from the 2000 Census were supposed to be a clarion call
for marketers to get serious about the Hispanic market. Yet
many companies still invest in this segment at levels that
are below what at least one industry organization recommends.
Companies that do not reallocate resources to target this
market risk eventual extinction, warns Aida Levitan, co-chairman
and CEO of Miami-based Publicis Sanchez & Levitan and
president of Association of Hispanic Advertising Agencies
(AHAA).
"There's still too many advertising decision-makers who
are not really familiar with key facts about the Hispanic
market," she says. "They're hesitant to enter a
market they don't know well."
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Marketing
to Emerging Majorities
Hispanic-Focused Ad Spending Slowly Growing As Hispanic Consumers
Ask For More
EPM
Communications, Inc.
May 1, 2004
U.S. Hispanic consumers want to be marketed to,
but according to two new studies on Hispanic consumer purchase behavior
and Hispanic-focused advertising, the majority of companies are
not giving them what they want.
Pharmaceutical
Companies Urged to Market to Hispanic Consumers
By
Teresa Zarcone-Perez
The San Juan Star
April 24, 2004
The US Hispanic market is growing and lucrative
customer base, yet pharmaceutical companies spend less than one
percent – roughly $25 million of the $2.7 billion spent –
on advertising to target the more than 42 million Spanish-speaking
population, a marketing expert said Friday.
Hispanic
Woman “Helps to Change the World”
ELENA KENNY
El Nuevo Herald
April 23, 2004
Even after the enlightening facts revealed by
the 2000 Census concerning the Hispanic market, some corporations
continue to ignore its huge potential, said Daisy Expósito-Ulla,
President of The Bravo Group.
Hispana
ayuda 'a cambiar el mundo'
ELENA KENNY
El Nuevo Herald
April 23, 2004
Aún después de los reveladores
datos del Censo 2000 sobre el mercado hispano, algunas corporaciones
del país siguen sin poner atención al enorme potencial
de este grupo de consumidores, afirmó Daisy Expósito-Ulla,
presidenta de The Bravo Group.
Political
Parties Invest Little in Publicity for Hispanics
ELENA
KENNY
El Nuevo Herald
April 23, 2004
Despite signs that the Hispanic vote will be
a key element in the November elections, Democrats and Republicans
are investing a negligible amount of their publicity budgets in
the Hispanic media, confirmed a group of experts yesterday.
Los
partidos políticos gastan poco en la publicidad para los
hispanos
ELENA
KENNY
El Nuevo Herald
April 23, 2004
Pese a las señales de que el voto hispano
será clave en las elecciones de noviembre, los demócratas
y republicanos están invirtiendo una ínfima parte
de sus presupuestos publicitarios en medios hispanos para conquistar
a estos votantes, afirmó ayer un grupo de expertos.
AHAA
Calls for Bigger Media Budgets
April
23, 2004
By Mindy Charski
CORAL GABLES, FLA. Only 62 of the top 671 advertisers
spend 9 percent of their ad budgets on Hispanic TV and print media
as recommended by the Association of Hispanic Advertising Agencies,
according to a study released yesterday at the organization's 16th
semi-annual convention here.
Some
advertisers ignore growing Hispanic market
BY
CHRISTINA HOAG
choag@herald.com
April
22, 2004
Growth in Hispanic advertising has mushroomed
at four times the pace of the general market over the past four
years, but several key industries are still not investing in marketing
to Spanish-speaking consumers.
That was the finding of a study of the $3 billion
Hispanic advertising marketplace released Wednesday by the Association
of Hispanic Advertising Agencies, which begins its semiannual conference
today at The Biltmore Hotel in Coral Gables.
Ad
agencies say companies missing opportunities to target Hispanics
By
Doreen Hemlock
Business Writer
April
22, 2004
Corporations are quickly boosting their spending
on ads aimed at U.S. Hispanics, but their outlays still fall relatively
short compared to the number of Latinos in the U.S. population.
That's the conclusion of a study released Wednesday
as part of an Association of Hispanic Advertising Agencies (AHAA)
meeting now under way in Coral Gables.
Are
You Spending Enough on the Latino Market?
By
Angela D. Johnson
©
2004 DiversityInc.com
April 22, 2004
 Of
the country's top 10 national advertisers, only two -- Procter &
Gamble and Toyota Motor Corp. --- even come close to achieving suggested
Latino media spending level for their business categories. That's
according to the first comprehensive ranking of national advertiser
spending on Latino media released by the Association of Hispanic
Advertising Agencies (AHAA). (See also, accompanying chart.)
Despite
Latino Surge, Marketers Continue To Under-Spend In Hispanic Media
MediaPost's
MediaDailyNews
Thursday,
Apr 22, 2004
by Larry Dobrow
Marketers are parceling out more of their ad
dollars to Hispanic publications and television stations, with percentage
growth since 2000 quadrupling the pace of the general market. Despite
this growth, a new study suggests that most companies are under-allocating
resources to this market, with many ignoring Hispanic media entirely.
Spending
Trends of America's Leading Advertisers
April
21, 2004
Source: PRNewswire
AHAA Releases First-Ever Side-by-Side Comparison
of General Market and
Hispanic Media Expenditures of America's Top 250 Advertisers
MIAMI and WASHINGTON,
April 21 /PRNewswire/ -- The first-ever side-by-side comparison
of actual measured media expenditures for America's top 250 corporate
advertisers was released today by the Association of Hispanic Advertising
Agencies (AHAA).
AHAA
Study Reports More Companies are Reaching Out to Hispanics, But
Most Still Not in the Market or Have Budgets Out of Alignment
Wednesday
April 21, 11:32 am ET
Source: Association of Hispanic Advertising Agencies
MIAMI and WASHINGTON, April 21 /PRNewswire/ --
Growth in Hispanic advertising has outpaced that of the general
market by four times since 2000, according to a new study released
today by the Association of Hispanic Advertising Agencies (AHAA).
Hispanic print and television media combined now garner more than
5 percent of national corporate advertising budgets.
Hispanic
Market Draws More Ad Spending
By
MIRIAM JORDAN
Staff Reporter of THE WALL STREET JOURNAL
April 21, 2004
Big businesses are allocating more advertising
dollars to the Hispanic market, but their investments remain very
low, given the growth in population and purchasing power of the
largest U.S. minority, according to a new study.
The study, released today by the Association
of Hispanic Advertising Agencies, found that the nation's top 671
advertisers -- which account for 80% of total ad spending in the
U.S. -- spent $3 billion on television and print advertising to
Latinos last year, up about a third from $2.3 billion in 2002.
P&G
AND SEARS BIGGEST BUYERS OF HISPANIC ADVERTISING
New Survey Tracks Marketing Spend Aimed at U.S. Latinos
AdAge.com
By Laurel Wentz
April
19, 2004
NEW YORK (AdAge.com) -- The first comprehensive
ranking of Hispanic ad spending by marketer reveals that some are
heeding the wakeup call of the 2000 U.S. census by adding or shifting
ad dollars, while others, like the pharmaceutical industry, are
still largely ignoring Latino consumers.
Thalía
Expands Her Presence in the Business Sector
Daniel
Shoer Roth
El Nuevo Herald
April
10, 2004
Mexican Superstar Thalía, who last year
launched her own line of women’s clothing, will soon expand
even further her entrepreneurial drive when she becomes the central
marketing figure for the chocolate empire Hershey Foods and when
the first issue of her magazine hits the streets. Thalía
will then become the first Hispanic star in the United States to
launch a magazine under her name.
Courting
the Latino market: 3 mistakes to avoid
bCentral
Marketing Intelligence / Joanna L. Krotz
January 16, 2004
By now, everyone has heard a lot about the growing
Latino market. But you probably haven't paid much attention. Well,
snap to. The buzz about Hispanic buying power has revved up to a
roar.
As you sort out the year's marketing plans or
the launch of new products or the need for expanded services —
really, any grow-the-company strategy at all — you should
be thinking hard about how to attract, acquire and retainHispanic
customers.
Alianza periodística latina
Nace
Impremedia; combina 'La Opinión' y 'El Diario/La Prensa'
de Nueva
York
María Luisa Arredondo
La Opinión
16 de enero de 2004
La familia Lozano -propietaria de La Opinión-
y la firma CPK Media anunciaron ayer la formación de una
alianza dirigida a crear la primera compañía nacional
de diarios hispanos en Estados Unidos. La nueva empresa, denominada
"Impremedia LLC", unirá a La Opinión de
Los Angeles y a El Diario/La Prensa de Nueva York, los dos periódicos
de habla hispana más importantes y antiguos del país.
Ven
al mercado hispano como `El Dorado'
CHARLES
COTAYO
El Nuevo Herald
December
7, 2003
La pasión del latino por la buena diversión
se ha convertido en el nuevo ''El Dorado'' para las poderosas industrias
de entretenimiento.
Entre los grupos étnicos del país,
el mercado hispano se ha establecido como el principal consumidor
de productos e alta tecnología para el disfrute hogareño,
batiendo récords de compras sin precedentes.
The
Wake-Up Call
Hispanic
Market Weekly
September
29, 2003
The
Univision/HBC Merger: Approved.
A one-stop shop for advertisers - one that can
deliver the coveted television viewer alongside the avid radio listener
- will make straggler companies take notice of the impact their
reluctance to enter the Hispanic market has, say Rodríguez
and Tichenor. Univision's purchase of HBC, in tandem with NBC's
purchase of Telemundo for $2.7 billion last year (HMW 1/7/02), point
squarely at the fact that established media companies are betting
on the advertising industry quickly taking notice of the Hispanic
market's growing importance and that Madison Avenue is destined
to channel greater resources into the media outlets that focus on
Hispanic consumers.
Untapped
Potential
By
Chris Rauber
HealthLeaders
July, 2003
North carolina probably doesn't first leap to
mind when the word "Hispanic" is mentioned. But the state's
demographics have shifted so radically in the past decade that the
local healthcare delivery system is scrambling to respond.
NEWS FOR IMMEDIATE RELEASE
Loyal
Hispanics Customers Rely On High Quality Customer Service
- Crucial For Corporations
To Win & Retain Hispanic Consumers, New Study Reveals
San Francisco, CA,
June 5, 2003 - High quality customer service in Spanish is a
pivotal differentiating factor when Hispanics shape corporate brand
images and, most importantly, when they make purchase decisions
among competitors. According to the national study "Customer
Service Impact on Consumer Choice, Loyalty, Brand Reputation and
Sustainable Growth" by Santiago Solutions Group and Hispanic
Teleservices Corporation, Hispanic loyalty is fragile as this segment
places enormous weigh on the consistent delivery of high quality
customer support in Spanish.
NEWS FOR IMMEDIATE RELEASE
"Nuevo
Estudio Revela Que Los Servicios al Consumidor de Alta Calidad en
Espanol Son Cruciales para Ganar y Adquirir Consumidores Hispanos"
La calidad de los servicios al consumidor en
español juega un papel crucial en la selección de
compañías por los consumidores hispanos. Estos servicios
son especialmente relevantes al consumidor al formular la imagen
de la compañía en sus mentes y, aún más
importante, al decidir entre compañías competidoras.
De acuerdo a un estudio a nivel nacional por Santiago Solutions
Group y Hispanic Teleservices Corporation titulado "El Impacto
De Los Servicios Al Consumidor En La Selección De Compañías,
Lealtad Del Consumidor, Reputación De La Compañía
Y Desarrollo Del Negocio. La lealtad de los consumidores hispanos
es frágil ya que éstos otorgan gran peso a la consistencia
de la calidad de los servicios al consumidor en español.
The
Right Way
Hispanic
Market Weekly
June
9, 2003
Customer service in Spanish is one of the key
factors that Hispanic consumers use to evaluate whether the stay
with a company or take their business elsewhere, says a recently
completed study by Santiago Solutions Group. Done in conjunction
with Hispanic Teleservices Corp., the bilingual study interviewed
542 Hispanics nationwide about decisions regarding credit cards,
checking accounts, wireless service, insurance and telecommunications.
Press
Release
What's
the "Right Spend" for the Hispanic Market?
New Study Reveals
April
4, 2003
DMA
specific data released by the Association of Hispanic Advertising
Agencies
Dallas
and McLean, VA, April 4, 2003 - The Hispanic market's current size,
formation of larger households, heavy concentration in the top,
youngest, trend setting markets in the U.S., accompanied by their
speedy wealth creation and high consumerism are at odds with the
neglect of investment across most categories, reports a new study
released today by the Association of Hispanic Advertising Agencies
(AHAA).
Spending
Smartly
Hispanic
Market Weekly
April
7, 2003
One
of the highlights of the conference was the release Friday of the
Right Spend II study. This year’s report focuses on appropriate
spending targets to reach the Spanish and bilingual Hispanic markets.
The Hispanic market’s current size, formation of larger households,
heavy concentration in the top, youngest, trend setting markets
in the U.S., accompanied by their speedy wealth creation and high
consumerism is at odds with the neglect of marketing investment
across most categories, revealed the study conducted by Santiago
Solutions Group.
AHAA
Offers Spending Guidelines
BY
Mindy Charski
From Adweek
April
4, 2003
DALLAS
The Association of Hispanic Advertising Agencies released a study
at its semiannual convention here today that found advertisers in
many categories should devote more than 8 percent of their national
ad budgets to the Latino market.
Advertisers
Point and Click To Find Hispanic Audiences
BY
Michelle Jeffers
From Adweek
April
7, 2003
The Hispanic population is growing faster than
any other ethnic group in the U.S. Hispanic efforts are components
in many national ad campaigns. And Hispanic agencies are growing
so rapidly, many of them are among the biggest shops in their region.
Now marketers are increasingly turning
to the Web to reach Spanish-speaking audiences.
All-Spanish
Kids TV Channel set to Launch
BY
Christina Hoag
Copyright ©2003 Miami Herald
March 13, 2003
Do young Hispanics want
to watch TV shows in English or Spanish?
Two cable networks have reached opposite conclusions.
On Saturday a group of New York media investors
will launch ¡Sorpresa!, the first U.S. cable channel for children
entirely in Spanish.
Let
us introduce you to the most important people on the Internet. If
you think you know e-commerce consumers, this might surprise you.
BY
Mark Henricks
Entrepreneur magazine
February 2003
Dotcom mania may have ended, but selling products
and services online has scarcely begun. In fact, estimates from
a variety of sources have total online retail sales increasing approximately
30 percent in 2002. And after years of similarly rapid growth, the
absolute numbers aren't tiny either: Projections based on the U.S.
Department of Commerce's conservative data reports indicate that
online sales of goods and services topped $42 billion in 2002. And
the Department of Commerce doesn't include online travel sales,
which typically account for 40 percent or more of online revenue.
Source:
Hispanic Market Weekly™
A
Special Report On The Retail Industry
Published
12/9/02
Updated 2/3/03
Growing
With The Multis. - The year 2002 started with a bust for retailers.
Kmart, the number three discount retailer in the country, filed
for Chapter 11 in January and soon after closed nearly 300 of its
1,800 U.S. stores. To recoup sales, Kmart executives decided a change
in strategy was needed and immediately launched an aggressive campaign
targeting multicultural consumers. On the Hispanic front, it launched
its first-ever.
Press
Release
Source:
Association of Hispanic Advertising Agencies
Computer
Manufacturers Are Missing a Major Opportunity to Reach the Hispanic
Market
Tuesday
November 5, 11:46 am ET
Association
of Hispanic Advertising Agencies' Study Reveals That Computer And
Software Companies Are Not Allocating Enough Marketing Dollars to
the Hispanic Market
MCLEAN,
Va., Nov. 5 /PRNewswire/ -- As the U.S. Hispanic population continues
to grow, most computer and software companies are missing a major
opportunity to reach more than 40 million consumers who are increasingly
purchasing personal computers and turning to the internet for their
information.
Financial
Services Companies Need to Triple Marketing Dollars By 2007 to Reach
the Hispanic Market
Association
of Hispanic Advertising Agencies' study reveals that financial services
companies are not spending the right levels for Hispanic market
effectiveness
Yahoo!
Finance
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