Best Wishes for a Happy & Prosperous New Year

Happy New Year’s from the entire Hispanic PR Blog & Hispanicize Team

2010 In Review: The Year for Latinos In The U.S.

For Latinos in the US, 2010 was a challenge. High school drop out rates did not improve, the economic crisis affected them deeply, and the Senate vote on the DREAM Act stumped hopes of immigration reform for undocumented young people. Columnist Esther Cepeda talks about what’s changed for Latinos.

Listen to the entire story or read the transcript from the broadcast at National Public Radio.

Public Relations Learned the Hard Way

Amid harsher government scrutiny and lingering public mistrust of business, 2010 saw more than its fair share of corporate crises.

Some of the biggest stemmed from unexpected events, such as Toyota Motor Corp.’s safety problems and BP PLC’s oil spill. But crisis-management experts say some companies compounded their woes by botching the initial public-relations response.

With legislators quick to call executives to account and a recession-battered public wary of big business, the result was a year full of corporate crises.

“In 2010, some of the most valued companies in the world had problems,” says Andrew Gilman, president and chief executive of CommCore Consulting.

Read the entire article at The Wall Street Journal.

65% of Internet Users Have Paid For Online Content


Nearly two-thirds of internet users – 65% – have paid to download or access some kind of online content from the internet, ranging from music to games to news articles to adult material. Music, software, and apps are the most popular content that internet users have paid to access or download, although the range of paid online content is quite varied and widespread.

About the Survey

The survey data reported here are from telephone interviews with a nationally representative sample of 1,003 adults living in the continental United States – of whom 755 are internet users. Telephone interviews were conducted by landline (672) and cell phone (331, including 134 respondents who say they do not have a landline phone). Interviews were done in English by Princeton Data Source from October 28-November 1, 2010. Statistical results are weighted to correct known demographic discrepancies. The margin of sampling error for the complete set of weighted data is ±3.7 percentage points, and the margin of error on the internet sample is +/- 3.9 percentage points. For more information, see the Methodology section of this report.

Download the report.

SOURCE Pew Internet Research

Walgreens Embraces Mobile as Key to Multichannel Success

Abhi Dhar – Chief Technology Officer, Divisional VP – Walgreens

Abhi Dhar is responsible for Walgreens’ digital and mobile presence in the ecommerce division. Dhar and Tim McCauley, director of mobile commerce, spoke with eMarketer’s Tobi Elkin about the chain store’s moves to offer customers prescription refills, photo services and more via mobile.

eMarketer: How does Walgreens view mobile? Where does it fit within the chain’s digital strategy?

Abhi Dhar: It is a connecting platform between the store experience and the online experience that our customers have when they’re on our website. Mobile presented an opportunity, especially with the rapid proliferation of smart devices, that we could address that continuum of experience between online and in-store and drive a multichannel value proposition in the minds of our customers. (more…)

Facebook: Macy’s Kicks Off Million-Dollar Makeover Search


Macy’s is looking for eight people who need more than a new haircut or whiter teeth: The retailer is launching a Million Dollar Makeover, which will shower the “befores” with products, services, cash and experiences.

Describing it as a “makeover on steroids,” the Cincinnati-based retailer will seek nominations through its Facebook page, with finalists decided by Facebook voting. The winner will get a total reinvention from Clinton Kelly, Macy’s style expert and co-host of TLC’s “What Not to Wear.” Eight winners will get a total makeover, which will be filmed and posted to for open voting, two per week. Winning entries advance to the semifinals, with a $1 million ultimate makeover winner scheduled to be chosen in April.

Gustavo Razzetti, New Chief Strategy & Engagement Officer at Grupo Gallegos

Industry Veteran Brings Over 22 Years of Leadership and Integrated Communications Experience

Gustavo Razzetti StrategicSenseGustavo Razzetti  has joined Grupo Gallegos, an independent, creatively-driven marketing solutions company, in the newly created position of Chief Strategy and Engagement Officer.

Razzetti brings the agency over 22 years of experience in integrated marketing communications both in US Hispanic and Latin America markets. He will manage Grupo Gallegos’s Media and Account Planning departments. It is the first time that the departments will be integrated and managed under the direction of one individual. (more…)

Edgardo A. Navarro Linares Promoted to Vice President, Multicultural Marketing, McDonald’s USA

Navarro to Lead Strategic and Multicultural Consumer Marketing for 14,000 U.S. Restaurants

Edgardo A. Navarro Linares has been promoted to Vice President, Multicultural Marketing, McDonald’s USA. In this role, Navarro will be responsible for McDonald’s U.S. strategic and ethnic consumer marketing efforts. Reporting to McDonald’s U.S. Chief Marketing Officer Neil Golden, Navarro will assume his new role, effective January 4, 2011.

“Multicultural marketing at McDonald’s is more than segmented ethnic advertising campaigns; it’s a business imperative and an integral element in our business strategy and marketing plans,” said Golden. “With Edgardo’s leadership, we will continue to align and allocate resources in support of the most significant growth areas of our business and ensure that an ethnic consumer perspective is understood and applied at all points throughout the marketing process.” (more…)

“Soy Tu Dueña” (Woman of Steel) Top Primetime Novela in U.S. Television History

  • Grand Finale Reaches 9.4 Million Total Viewers and is the Top-Rated Program on Broadcast Television Across All Key Demographics, Regardless of Language
  • Network’s Powerhouse Primetime Novela Block Makes Univision #1 Network for the Night, Beating ABC, CBS, NBC, FOX and CW Among All Adults 18-49, Adults 18-34 and Persons 12-34, Among Other Key Demos

Last night’s broadcast of the highly-anticipated finale of Univision’s primetime hit “Soy Tu Dueña” (Woman of Steel; M-F 9pm ET/PT, 8pm Central) reached 9.4 million viewers who tuned in to all or part of the program. Delivering its highest-ranked telecast since its premiere, last night’s airing of “Soy Tu Dueña” averaged 7.3 million Total Viewers 2+, 4.0 million Adults 18-49, 2.1 million Adults 18-34 and 2.5 million Persons 12-34. (more…)

Red Flags on Your Social Media Expert

Looking for a Social Media Expert in 2011? Here’s a collection of tips from Louis Pagan, Hispanicize partner and president of Latino Rebranded

Here is a great post which features great feedback on measuring your social media expert – if there is such a thing.  In some respect, this problem is compounded by those who are hiring – they may think they know what credentials should be displayed by a potential social media candidate.

“When their email address is @gmail, @msn or @yahoo instead of a “real” company address. If you can’t set up branded email, I doubt you can test, measure and optimize social media campaigns.” – Anne Holland, (more…)

The Year in Trending Topics: Top 10 Companies on Twitter in 2010

This is an exhausting time of the year for our editorial partner What the Trend. The trend-tracking company — as you know if you’ve been following the weekly charticle we put together with them most Fridays in 2010 — monitors both the rank and duration of every single topic that pops up on Twitter’s global Trending Topics chart. And in the final weeks of the year, the WTT staff spends long hours trying to make sense of it all.

WTT CEO Ingo Muschenetz tells me that his team tracked more than 20,000 Twitter trending topics in 2010; they pulled the top 5,000 and then aggregated those into 1,400 topics. That approach is why WTT’s trend analysis differs from Twitter’s own year-end review. As Ingo explains, WTT uses “a combination of user-submitted and algorithmic categorizations to group individual trends into topics, allowing us to get a truer picture of why things trend.” For example, one tweet may mention an iPod, another may mention an iPad, while neither mentions Apple — though, of course, both tweets are about Apple products.

Read the entire article at

Online Ad Spend Surpasses Newspapers

A milestone for advertising on the internet

2010 will mark the first time marketers put more money into online advertising than newspapers, eMarketer estimates.

Total newspaper spending, including advertising in print and online editions, will fall to $25.7 billion in 2010, a decline of 6.6%. Spending on print newspapers alone will fall more steeply to $22.8 billion. Meanwhile, a rise of 13.9% will push US online ad spending up to $25.8 billion by year’s end.
US Online vs. Newspaper Ad Spending, 2009-2011 (billions) (more…)