Hispanic soccer weekly magazine Record Semanario to launch robust web site Dec. 4

MIAMI, FL – Maya Publishing Group announced that starting December 4, 2009 it will launch the web site of its Record Semanario magazine, the first and only weekly soccer magazine aimed at Latino men ages 18-34.  The web site, www.revistarecord.com comes loaded with the most complete information on Mexican and international soccer and the MLS, as well as day-to-day reports on each national team’s preparations to triumph at the World Cup in South Africa.

The site will feature pages specially designed to meet every need, with news, statistics, blogs, and much more on the world’s most beautiful sport, making it the perfect complement for the printed magazine, the weekly Record Semanario de Futbol.

The official launch will be part of an attractive promotion: the first 300 subscribers will receive a free one-year subscription to the digital version of Record Semanario de Futbol magazine, and will also take part in a sweepstakes for 10 T-shirts featuring the new design of Mexico’s national soccer team.

Record Semanario de Futbol and www.revistarecord.com are authorities on the world of soccer, bringing you all the thrill of the World Cup to be played in South Africa, an event that will capture the world’s attention.

MMTC asks for freeze on channels 5, 6 filings

The Minority Media and Telecommunications has asked the FCC not to accept applications specifying channels 5 and 6 in its January 2010 filing window for low-power TV stations and TV translators, and would also like the FCC to delay processing those applications in the August 25, 2009 window.

MMTC Exec. Director David Honig notes in the letter that it’s been proposed in the FCC’s ongoing diversity hearing that the channels be used for FM broadcasting and says, “It is critical that the commission avoid accepting applications for new Channel 5 and 6 stations and delay processing the pending applications so as not to prejudice the commission’s consideration of the various proposals that have been submitted for the use of this spectrum for FM broadcasting.”  To read the full story click here.

Coors Light partners with Daddy Yankee for exclusive ‘Grito Mundial’ single events in six cities

CHICAGO, IL – Coors Light is partnering with Daddy Yankee to promote the artist’s release of a new single, “Grito Mundial,” as a prelude to the launch of his new album, “Daddy Yankee Mundial,” slated to be on the market in early 2010.

Coors Light En Exclusiva (In Exclusive) is a series of VIP events taking place in six cities across the country where legal-drinking-age fans have the opportunity to meet and greet the Latin superstar.

The first release event kicked off in Orlando, November 18 where hundreds of adults gained access to the intimate and exclusive appearance through a text messaging and/or radio promotion. The Grammy-award winning artist will travel to Houston, Dallas, New York, Philadelphia and Chicago to meet and greet fans En Exclusiva.

“We know how popular Daddy Yankee is within the Hispanic community, and an opportunity to meet him, up close, in an exclusive environment is a real thrill to loyal fans,” said Pamela Palacios, associate brand manager for Coors Light. “This will be a once-in-a-lifetime experience for some very lucky people, thanks to the world’s most refreshing beer.”

The En Exclusiva single release event of the Grammy Award-winning artist provides a powerful reassertion of Daddy Yankee’s commitment to the urban movement that has been the artist’s signature since he began his career more than 10 years ago.

This is the second year that Coors Light has partnered with Daddy Yankee. The brand sponsored the U.S. debut of his CD, “Talento de Barrio,” in 2008 by hosting CD release events in New York, Orlando and Dallas.

The six-city tour is being supported this year via retail, text messaging and radio promotions that provide opportunities for fans to receive a VIP ticket to meet Daddy Yankee.

Major Hispanic poll finds Latino voters overwhelmingly support health care reform

A new poll of Latino/Hispanic registered voters finds overwhelming consensus about the importance of health care reform and significant support for robust efforts in this direction. The poll, commissioned by the Robert Wood Johnson Foundation’s Center for Health Policy at the University of New Mexico, and impreMedia and administered by Latino Decisions, queried 1,000 Hispanic registered voters from November 1-16 regarding their views about politics in general, the nation’s health care debate and their views of the administration. Healthcare clip art

Overall, Latino registered voters are very supportive of efforts to reform the nation’s health care system, and show especially strong support for including the ‘public option’ as part of the reform effort. While President Obama continues to enjoy strong support from the Latino electorate, less than 1 in 7 survey respondents felt the needs of the Hispanic community were fully taken into account during the health reform debate.

Health Care the Nation’s Most Important Problem

When asked what “the most important issue that President Obama and the Congress should address over the next year”:

* 32% reported health care, 30% identified the economy-including jobs and mortgage issues, 17% picked immigration as the biggest issue, while another 9% identified the wars in Iraq and Afghanistan.

* In April 2009, a Latino Decisions poll found 56% of Latinos stated the economy was the top issue, compared to just 6% who mentioned health care · Priorities differ between native born and naturalized citizens.

* Naturalized citizens identified the economy (33%) and immigration (28%) more frequently than health (25%) and the wars (4%).

* US-born Hispanics identified health (37%), the economy (28%), and the wars in Iraq and Afghanistan (14%) as more urgent than immigration (7%).

Urgency of Health Reform

There is widespread consensus among Latino/Hispanic citizens regarding the urgency of both health care reform, and immigration reform.

* Among all Hispanic registered voters, 84% report that it is important for Congress to pass a bill on immigration before the 2010 election.

* Similarly, 86% report that it is important for Congress to pass a bill on health reform before the 2010 election.

* Both are considered more urgent to the foreign born naturalized citizens (85% and 91% respectively) than to the US born (82% for each).

* When asked which of the two was the more important, two-thirds (67%) of respondents picked health reform, compared to just 20% for immigration reform, and 10% thought they were of equal importance.

* This order of priority is consistent between immigrant citizens and the native born, with 62% of the foreign born and 69% of the U.S. born indicating health care was more important.

* While immigration reform looms as a very important concern to the Latino electorate, passing health care reform is such a grave concern that it’s importance outpaces immigration reform by over a 3-1 margin

Policy Preferences in Health Reform

* Hispanics prefer some form of universal health insurance, even if it means higher taxes, to the current system, 61% to 28% · The number of uninsured (30%) is most often cited as the principal motivation for reform, with cost control (23%) and affordability (22%) rounding out the top three.

* Those opposed to universal health insurance are only partially motivated by anti-government sentiment, which receive great attention in the media. Among those opposed to universal health insurance, 33% said they were against government take-over, however more than a quarter (27%) stated they needed more information or clarity on the health care reform process

* The public option has robust support among Hispanic voters. 74% of Latinos would “somewhat” or “strongly” support its inclusion in the final bill. This number is significantly higher than in the nation as a whole (56%, CNN 11/15; 61% CBS, 11/16);

* 67% think everyone should be covered, without regard to citizenship or immigration status, while only a quarter (25%) would restrict benefits to citizens and legal residents only. Not surprisingly, immigrant citizen sentiment favors full inclusion (80%) at significantly higher rates than US born 59%, however a clear majority of Latinos, both foreign and U.S. born support inclusion in health care services to all those living in America

Hispanics’ needs are great, sense of influence modest

The issue of health is of critical importance to many respondents, with high rates of uninsured Nevertheless, Hispanics have a decidedly mixed evaluation regarding whether their views are considered.

* 20% report having gone without insurance for at least one month sometime in the last two years, and 16% were without insurance on the day of their interview;

* Only 14% believe that public officials care very much about the Hispanic communities health care needs when crafting the health legislation, and 36% said only somewhat. A substantial percentage — 44% — report believing that public officials don’t consider their needs much or at all.

* Regarding the quality and costs of the current medical system, 49% of Latino voters said they were very satisfied with the quality of care they receive, and 31% were very satisfied with the costs of care, suggesting many in the Latino community are less than satisfied about their current health care situation.

Congress and President enjoy approval among Latinos

President Obama remains widely popular among Hispanic registered voters.

* 74% somewhat or strongly approve of the job being done by President Obama, only 23% disapprove; in April 2009, 81% of Hispanic voters approved of Obama

* Obama is somewhat more popular among foreign born Latinos, holding 79% approval, compared to 72% among U.S. born
* 52% somewhat or strongly approve of the performance of Congress, 37% disapprove; in April 2009, 67% of Hispanic voters approved of Congress

Survey Methodology

To conduct the survey Latino Decisions partnered with the Robert Wood Johnson Foundation Center for Health Policy at the University of New Mexico, and impreMedia, and all phone calls were administered by Pacific Market Research in Renton, WA. The poll was overseen by Drs. Segura and Barreto, experts in Latino public opinion. A total of 1,000 Latino registered voters were interviewed, with a margin of error of +/- 3.1%.

Latino registered voters were identified through a Spanish-surname match against the statewide list of registered voters in 21 states. Latino Decisions selected the top 21 states with the highest number of Latino registered voters, and taken together, they account for over 90% of the Latino electorate. Telephone calls were conducted in English and Spanish, at the discretion of the respondent, and all respondent’s who were interviewed self-identified as Latino or Hispanic and registered to vote. Overall, 54% of respondents were born in the United States, 39% were foreign born, and 6% born in Puerto Rico and 65% of interviews were completed in English and 35% in Spanish. The survey was approximately 22 minutes long, and was fielded from November 1 – November 16, 2009.

Leagues Make Pitch to Hispanics

Thousands of Hispanic fans wearing bright yellow T-shirts and waving Colombian flags crowded Homestead Miami Speedway Nov. 22 to root for Juan Pablo Montoya in Nascar’s final race of the season.

The Colombian driver finished 38th after a wreck, but helped pull in the largest proportion of first-time fans ever recorded at the racetrack: 55% compared with the usual 20%, according to Curtis Gray, president of the speedway, which keeps a database of attendees.

“We’ve never seen anything like that before,” Mr. Gray said.

Major U.S. sports, from car racing to football, are stepping up their efforts to draw Hispanic fans, in the belief that the rapidly growing group will drive sports businesses — and fill enormous new stadiums — in the years to come.  To read the full story click here.

The state of Latino Arizona

by James E. Garcia
Co-Author, “The State of Latino Arizona

Why should we care about the state of Latino Arizona?

For the record, “we” includes all Arizonans because Arizonans who happen to be Latino are part of our collective citizenry.

If you consider the demographic trends – the Latino population in Arizona grew 46 percent from 2000 to 2007, to 1.9 million (accounting for 30 percent of the population) – it’s reasonable to suggest that as Latino Arizona goes, so, too, goes the state.

Simply stated, Arizona’s future depends greatly on the growth and progress of its Latino community.

Arizona State University and Arizona Latino Research Enterprise, a non-profit Latino advocacy group, recently unveiled a 94-page report titled “The State of Latino Arizona” during ALRE’s annual town hall. Most of the essays in the report were written and researched by the faculty of the department of transborder Chicana/o and Latina/o studies at ASU.

Although the study does not necessarily offer the sort of “breaking news” nuggets that might be used to craft snappy front-page headlines, it breaks ground on other fronts.  To read the full story click here.

Coke opens happiness via educational promotion

By Joe Kutchera
President of dotGlobal

This fall, Coca-Cola launched an educational marketing initiative with the goal of helping Hispanics fulfill their dream of learning English. This is an important customer base as Hispanics represent one-quarter of Coke’s domestic U.S. sales.  To launch the program, Coke partnered with Lexicon Marketing, the developer and marketer of Inglés sin Barreras (English without Borders), the video-based English learning program in the U.S.

Reinaldo Padua, assistant vice president of Hispanic marketing at Coca-Cola North America, recently explained the two elements of the in-store and mobile promotion:

1)Consumers receive a premium when they buy Coke in one of the 11,000 convenience and grocery stores located in Hispanic areas across the country, a bilingual English-Spanish mini-dictionary and a DVD of the beginning lesson from the Inglés sin Barreras collection.

2)Consumers can then register to accumulate points via their cell phone by texting in My Coke Rewards product codes. Upon collecting 700 points, consumers will have the opportunity to redeem their points for one of the 12 volumes in the Inglés sin Barreras DVD collection.
Following are a few excerpts from my recent conversation with Reinaldo:

Q: Why did Coke decide to do this education-oriented marketing campaign with Inglés Sin Barreras?

A: As you know, our new global campaign is “open happiness.” When we asked Hispanic consumers about what that meant to them, they said that happiness meant being able to pursue their dreams. In Latin America, in Hispanics’ countries of origin, consumers there may not have access to those opportunities in education.

So, when we talk about that dream, in most cases they talk about advancement of family and the next generation and a lot of that advancement is about education and access to opportunities. We wanted to communicate a very inspiring message of “untap your dreams” or “destapa tus sueños” so that Hispanic consumers could visualize themselves in a better place in the future. This promotion provides a tangible tool for being able to attain that dream. One of the most popular products in the market for learning English among Hispanic consumers is Inglés sin Barreras. We are excited that Coke can offer access to that material with our partner.

Q: What are the goals of this program?

A: We measure the success of this program in how it builds loyalty for the brand. How is it driving sales volume in stores and activation of the promotion? We ask this question for all of our promotional and advertising programs.

Q: How do the initial results look since launching the campaign?

A: The initial results look very encouraging. The feedback we have gotten from consumers has been very positive. The feedback from our employees, our most important stakeholders, has also been positive. They love it and understand the value that it provides to the community. Customers also love the idea that we are helping the community in a tangible way.

Q: How do you evaluate doing a promotion like this one in comparison to, let’s say, Coke’s support of the World Cup?

A: At the end of the day, both of these promotions build upon the same brand promise of uncapping your dreams. In the case of the World Cup, it captures the excitement of your team going to the event, targeting younger, Hispanic males. The Inglés Sin Barreras promotion, on the other hand, focuses on the entire family and captures longer-term dreams around educational opportunities.

Q: How long has Coke been marketing to Hispanics?

A: For 75 years, since we opened in Latin America. What we do in Latin America directly affects what we do in the U.S. You see the effects of globalization from having offices around the world.

Story courtesy of MediaPost Engage:Hispanics

The Hispanic PR Blog Family Wishes You a Happy Thanksgiving!

Happy Thanksgiving

Fueling speculation, Dobbs appears to soften on key issue

The same week Lou Dobbs suggested he would consider running for the White House in 2012, the former CNN anchorman appears to be softening his stance on his signature issue of illegal immigration.

In an interview with the Spanish-language network Telemundo gaining attention Wednesday, Dobbs told interviewer Maria Celeste he is one of the Latino community’s “greatest friends” and appeared willing to embrace a form of amnesty he spent years criticizing.

“What isn’t working is a penalty to those who are in this country illegally for whom we can both be building a bridge to the future in which there is legalization and at the same time constructing an environment in which everyone is clear and unequivocal about the need for boarder security and a regulated flow of immigration,” Dobbs said.  To read the full story click here.

Orlando’s 1190 AM switching to Spanish-language sports

Latinos in Orlando will be able to listen to round the clock news and commentary on baseball, fútbol (The other football otherwise known as soccer), basketball and boxing in Spanish, as an existing AM radio station goes next week from English-language talk on 1190-AM WAMT to ESPN Deportes.

ESPN Deportes announced they will completely flip the switch to all Spanish-programming starting at 6 a.m. on Tuesday, December 1, clearing the way for all-day news and talk for Hispanic followers of the well-known sports programming network. The station, however, has been gradually shifting to Spanish-language talk for some time, preparing for the full change for the new market.

“Hispanics in the Orlando and Tampa markets are passionate about sports; for that reason, we are very excited for having the opportunity to bring them the best in sports,” said Oscar Ramos, general manager for ESPN Deportes Radio.  To read the full story click here.

Hispanic Organization Profile interview with Priscilla Guajardo, co-founder of Austin’s FuturoFund

This week’s Hispanic organization profile interview is with Priscilla Guajardo, co-founder of Austin’s FuturoFund.  In addition to the FuturoFund, Guajardo is  the associate director of development for the University of Texas.   The fund’s co-founder is her husband John Michael-Cortez, a community relations official with Capital Metro. Priscilla Guajardo Cortez

Hispanic PR Blog: What is the FuturoFund and what makes your organization unique compared to other Hispanic business professional organizations?

Guajardo: FuturoFund Austin is a Hispanic-focused giving circle; a collective effort to engage our community through philanthropy and leadership.  FuturoFund members make equal contributions to a charitable fund held by the Austin Community Foundation.  Members are engaged in a grant-making process through which 100% of member contributions are granted to deserving nonprofit organizations making an impact in the Hispanic community.

We are an all volunteer organization.  Our founding members (18 total) serve as a steering committee for the organization and our three standing committees (Grants, Special Events/PR, and Membership/Outreach) carry out the programming and activities throughout the year.

Hispanic PR Blog: Tell us about your organization’s history and membership.

Guajardo: Founded by a group of Hispanic professionals in 2008, FuturoFund Austin was established to provide a new way to leverage the tremendous talent and resources in our community to positively impact our future.  FuturoFund members include people of different backgrounds, philosophies, ages and occupations, but all united by a common commitment to make a difference in our community.

Hispanic PR Blog: How is the FuturoFund involved in bettering the lives of Latinos?

Guajardo: 100% of FuturoFund members’  contributions will be granted to deserving organizations impacting the Hispanic community.  Members are entitled to one vote toward determining recipients of FuturoFund grants, with a majority vote determining grant recipients in the following areas:

• Arts and Culture
• Community Development
• Education
• Health and Human Services
• Social Justice

Through members’ participation in the grant process, FuturoFund inspires and engages the next generation of leaders; mobilizing their passions, talents and resources to support innovative social change.  FuturoFund is also a means to encourage social and professional networking through meaningful activities and events.

Hispanic PR Blog: Do you have any specific programs that help the Austin Hispanic community?

Guajardo: We are currently developing a leadership development program for FuturoFund members and for local nonprofit organizations.  The goal is to provide the tools and resources for our members to be effective board members for local nonprofit organizations.  We also hope to work with the nonprofit community to develop strategies for encouraging involvement and engagement of the Hispanic community as volunteers and board members.

Hispanic PR Blog: How have you been partnering with local businesses and organizations?

Guajardo: We have received in-kind support from local businesses and organizations as we host various recruitment and networking events throughout the year.  We also have had the opportunity to present to professional organizations on the benefits of joining FuturoFund Austin.

Hispanic PR Blog: Do you have any corporate sponsors? If so, who are they and how do you partner with them?

Guajardo: We currently do not have any corporate sponsors.  This will be a focus our efforts in our second year.

Hispanic PR Blog: You recently selected two local organizations for grants totaling $50,000.   How do you select organizations that you provide grants to?

Guajardo: In an effort to have the greatest impact possible, FuturoFund chose to award two grants:  1)  a large grant for $40,000 and 2) a small grant for $10,000.  Only nonprofit organizations that have been in existence since 2006 were eligible to apply for the large grant.  Any nonprofit organization with an annual operating budget under $150,000 was eligible to apply for the small grant.

In its first year, FuturoFund received over 70 applications from local nonprofit organizations.  The grant application required applicants to provide basic information, including the organization’s mission and achievements, an explanation of their request for support, including a budget, and their organizational leadership with both board and staff levels.  Grant applicants were also required to submit supplemental information such as financials, IRS certification, and funding sources.  The Grants Committee reviewed each application on several criteria as you can see here:  1) Impact in the Latino Community, not just serving the Latino community but also engaging them; 2) Organizational Strength; and 3) Commitment to Diversity.

The Grants Committee conducted two rounds of review ultimately narrowing down the pool to 9 semi-finalists.  Site visits were conducted with these semi-finalists in September to provide the Grants Committee with an opportunity to further capture information about the organization’s impact in the community.  At the completion of the site visits, the Grants Committee convened to share what they learned and 6 finalists were chosen.  Ultimately, the finalists were chosen based on a totality of their grant application, supplemental documentation and site visit.

Hispanic PR Blog: What, if any, has been the biggest challenge your organization has faced in light of the current economy and how are you coping?

Guajardo: We launched FuturoFund Austin at the same time the economy began to decline.  For a brief time, we considered postponing our launch but quickly realized that the down economy would affect nonprofit organizations and this meant our efforts to raise support for nonprofit organizations was ever more critical.  There were some individuals who were not able to join us in our first year, but we are committed to increasing our membership and our impact every year so we encouraged them to keep us in mind for the next year.

Hispanic PR Blog: How can individuals, companies or organizations become involved with the FuturoFund?

Guajardo: Individuals can join us by downloading a pledge form at www.futurofund.com and faxing/emailing it to (email: futurofundaustin@gmail.com; fax: 512-597-3652).  Pledges can also be made online through the Austin Community Foundation website at www.austincommunityfoundation.org.

Companies and organizations can help support us with volunteers, in-kind donations, and support for our many events and activities throughout the year.  We have also hoping to raise enough support to create an endowment which will complement our annual philanthropic goals.

We do not have physical offices.  As we are a charitable fund of the Austin Community Foundation, information may be sent to them at:
Austin Community Foundation
P.O. Box 5159
Austin, TX 78763

They are physically located at:
4315 Guadalupe, Suite 300
Austin, Texas 78751

‘Allstate Give Back Day’ prepares for volunteerism focus on Martin Luther King, Jr. Day

NORTHBROOK, IL – Allstate Insurance Company announced that it is once again encouraging volunteerism on Martin Luther King, Jr. Day, to be observed in cities across the country on January 18, 2010.  As part of the company’s recognition of Dr. King’s vision and its own commitment to volunteerism, Allstate is also honoring four African-American volunteers who generously serve their communities through extensive volunteer efforts and continuously make a positive impact in their neighborhoods.

Lucy Hall-Gainer from Atlanta, Xavier Jefferies from Charlotte, N.C., Marquis Smith from Washington, D.C., and Deanna Woods from Chicago have been designated as the inaugural Allstate Give Back Day Heroes.  Each has demonstrated an ongoing commitment to making positive contributions in their communities through volunteering their time and effort to important causes.

“Allstate Give Back Day reinforces the importance of giving back to your community and this year we’re excited to recognize four special individuals who demonstrate a commitment to volunteerism and giving back just as Martin Luther King, Jr. did,” said Anise Wiley-Little, assistant vice president and chief diversity officer for Allstate.  “We hope their stories inspire people to put their ‘good hands’ to good work in their own neighborhoods, not just on Give Back Day but throughout the year.”

As part of their recognition, each Hero will attend the King Center’s “Salute to Greatness” Awards Banquet in Atlanta on January 16, 2010 alongside Allstate chairman, president and chief executive officer, Tom Wilson.  Allstate will be presented with the “Salute to Greatness” Award on behalf of the company’s ongoing dedication to the principles and philosophy of Dr. King during the reception.  Each Hero will participate in an Allstate volunteer event in their hometown alongside Allstate employees and local citizens on Martin Luther King, Jr. Day.

Allstate is encouraging citizens interested in participating in Give Back Day on January 18, 2010 to visit BeyondFebruary.com to find volunteer opportunities in their communities.  This interactive Web site links to VolunteerMatch, an online search engine that promotes volunteerism and civic engagement by matching volunteers with charitable organizations and non-profits.  VolunteerMatch contains thousands of volunteer opportunities in communities all across the country.  Additionally, visitors to the Web site can view profiles of the four Give Back Day Heroes and learn about their community involvement through a series of video interviews and blog posts.

Allstate is continuing to collaborate with the King Center in Atlanta to celebrate its second annual Allstate Give Back Day initiative by hosting a volunteer rally after the annual commemorative service honoring Dr. King at Ebenezer Baptist Church on the morning of January 18, 2010.  To reinforce the company’s commitment to giving back, Allstate also is mobilizing Give Back Day events in markets across the country, to reinforce the dedication that Dr. King had to giving back to the community with a wide range of projects.

“Allstate has truly stepped up by creating Give Back Day, an outstanding volunteer initiative that embodies the spirit of my father and everything he fought for,” said Bernice King, Dr. King’s youngest daughter.  “But an even greater tribute to my father’s legacy is evidenced by the people, like the Give Back Day Heroes, who demonstrate the commitment to serve their communities throughout the year, not just on MLK Day.”