Listen Up Español expands Hispanic Market reach with help from industry veteran
Listen Up Español a leading Spanish language call center for the U.S. Hispanic market, added Tom Sheppard, a fifteen year Direct Response veteran to their new business and client development team. Sheppard will help Direct to Consumer marketers work with Listen Up Español by emphasizing the importance of the Hispanic market. He will also service existing Direct Response clients to ensure they are thoroughly pleased with Listen Up Español’s customer service, reporting and sales capabilities.
Sheppard is a well established and highly respected leader in the Direct Response industry with a broad and long standing contact and client network. He was Director of Sales for Direct Response at LiveOps for the last three years where he worked with many of the industry’s largest companies and most successful campaigns. Previous to joining LiveOps, Sheppard built a very successful career in the fulfillment and distribution logistics industry while servicing some of the Direct Response industry’s largest marketers.
Listen Up Español specializes in working with corporate clients, direct response marketers and non-profit organizations and was recently recognized for a second consecutive year as one of America’s fastest growing private businesses on Inc. 500 Magazine.
New Research Bridges Gaps Between Healthcare Organizations & Hispanics
The 2010 U.S. Census confirmed that the Hispanic population is the fastest growing ethnic segment in the country. Hispanics accounted for more than half of the growth in the U.S. in the past decade, and the Census predicts the group to reach 60 million by 2020. Importantly, the population is no longer confined to a few key markets but has spread to become an important factor in almost every state. This growth begs for more research to be conducted to better understand this marketplace and how to effectively communicate with Latinos about their health and healthcare services.
Phoenix is launching the inaugural wave of its Hispanic Health Measurement Index, which provides a comprehensive review of Hispanic attitudes and behaviors regarding their health and wellness. The research specifically reveals the areas of uniqueness, as the results of the Hispanic population are directly compared to those of non-Hispanics.
Raul Lopez, president of Phoenix’s Multicultural group, explains, “The communications that healthcare organizations are putting in front of Hispanics just aren’t working.” He adds, “After completing several research studies which show the Hispanic population’s critically important and actionable differences in the healthcare space, we saw a real need for quantification and monitoring of these differences so organizations can effectively reach them.”
The Hispanic Health Measurement Index explores the broad landscape of health issues and attitudes. The topics range from beliefs about treating illness to participation in the system to communications and advertising. How do Hispanics utilize the healthcare system differently? How compliant are they with their medications? How do they feel about vaccinations, generics, and health insurance? Do they trust their pharmacist? Answers to these types of questions will help healthcare organizations understand the unique perspectives of the Hispanic population and optimize their communications.
The research offers subscribers very direct, tangible feedback on their marketing, as they have the opportunity to test their proprietary messaging at the end of the survey. Hispanics with specific health conditions can be targeted so the correct audiences are evaluating the effectiveness of current and potential communications.
This syndicated market research is a collaboration between the Healthcare and Multicultural divisions of Phoenix Marketing International. PMI is one of the fastest growing research companies in the U.S.
Coca-Cola Seeks Shop to Mine Social Web
Winning Agency Will Create Way to Track What Consumers Are Saying Across Channels, Yield Insights Into Marketing
Coca-Cola North America is searching for an agency to help it with social-media monitoring, Ad Age has learned.
The winning agency will be responsible for formulating a consistent way of keeping track of what consumers are saying across Twitter, Facebook and other channels about all of Coca-Cola’s brands in North America. It will then report back to the company to yield insights into how to improve or tweak marketing, and determine consumer sentiment about specific products.
The pitch — which internally Coca-Cola is calling a “listening review” — encompasses social-media monitoring across billion-dollar brands such as Coke, Diet Coke, Coke Zero, Sprite, Minute Maid, Powerade, Vitaminwater and Dasani.
After more than 20 years at Omnicom Group’s Porter Novelli, Procter & Gamble is considering other agencies to handle public relations for Gillette.
Porter Novelli — which referred calls for comment to P&G — is expected to defend the account. People familiar with the pitch say Porter will face off against a quartet of agencies that are a mix of roster and non-roster shops. P&G spends an estimated $4 million to $6 million on PR for its Gillette brand.
It’s an unexpected move for a company that rarely moves business outside its U.S. PR roster, which includes Publicis Groupe’s MSLGroup and Interpublic Group’s DeVries, as well as independents Paine PR, Taylor and Marina Maher Communications.
Muy Rico: Spanish-Language TV Tops $1.5B In Ad Rev
With the U.S. Hispanic population growing, Spanish-language news media has fared better than its mainstream (English-language) counterparts, according to Pew Research Center. This continues to be the case despite the number of Hispanics born in the U.S., who are more likely to be bilingual or primarily English speakers.
Some of the biggest success stories in Spanish-language news media come from TV, where Univision now rivals ABC, CBS and NBC in terms of audience size. It even recently launched a 24-hour Spanish-language news station.
According to figures cited by Pew, total Spanish-language TV ad spending increased 10.7% in 2010 — or double the growth rate for network TV in general — due in part to the FIFA World Cup ad bonanza.
Overall, the 2010-2011 Spanish-language TV season is expected to bring in $1.5 billion in ad revenue, with Univision and its TeleFutura property accounting for $1.1 billion of this. The revenue growth reflects audience growth, with Univision’s 18-49 prime-time audience growing 8% to 1.9 million in 2010-2011 — compared to percentage declines in the same demo at ABC, NBC, CBS, and Fox.
No surprise — the Internet is the next big growth area for Spanish-language news media — but it still faces some important barriers.
Hispanics are still less connected to the Internet than the general population. Roughly 65% of Hispanic adults went online in 2010, compared to 77% for white adults — while just 45% of Hispanic households had broadband access last year, compared to 65% of white households.
By the same token, these numbers are increasing steadily from year to year, and all the major Spanish-language news sites are seeing increased traffic as a result. Internet usage among Spanish-language-dominant Hispanics increased from 36% in 2009 to 47% in 2010.
Univision Communications Web sites attracted 3.34 million unique visitors in May 2011, followed by Yahoo en Espanol with 1.92 million, Terra-Telefonica with 1.9 million, and MSN Latino, with 1.7 million.
In radio, the number of Spanish-language radio stations increased 8% from 1,224 in fall 2008 to 1,323 in fall 2009 — the most recent count available — although most of these are not news-talk format. Once again, Univision continues to be the major player, with 70 stations around the country attracting roughly 21.7 million listeners in any given week.
Although Spanish-language radio revenues have suffered from a tough advertising environment, their audience growth is a positive long-term trend. Pew also noted that Spanish-language broadcasters have mostly agreed to begin encoding their audio signals for measurement by Arbitron’s Portable People Meter, a passive electronic measurement device. While Univision is still holding out on actually subscribing to PPM outside of Houston, the simple fact that they now have comparable data could make them more competitive with mainstream radio in the long run.
Spanish-language magazines apparently fared better than English titles in terms of advertising revenue, according to Kantar Media, which has total ad spending here increasing 5.5% — compared to 2.9% for the consumer magazine industry overall. However, the picture here is less rosy, as Spanish-language print media suffers from the same trends affecting mainstream print.
Another research outfit, Media Economics Group, estimated ad revenues grew 3.9% to $178.8 million — but also noted that total ad pages dropped 4.7% in 2010, a sign that Spanish-language media is not immune to broader secular trends. Still, it’s worth noting that the largest U.S. Spanish-language magazine, People en Espanol, saw total ad pages increase 3.2% from 702 in 2009 to 724 in 2010.
The story was also less positive in Spanish-language newspapers. The total number of Spanish-language newspapers published in the U.S. dipped slightly, from 835 in 2009 to 832 in 2010. On the other hand, total audited daily circulation (among the minority of titles which pay for third-party auditing) grew 1.9% to 1.02 million — compared to another decrease in overall circulation for the newspaper marketplace at large, according to separate figures from the Audit Bureau of Circulations, including a 5% decline in English-language dailies.
But it wasn’t all good news on the circulation front: total circulation at Spanish-language weeklies slipped 2.5% to 1.08 million. Meanwhile, ad revenue for Spanish-language newspapers overall crept up 2% in 2010, according to Kantar Media — although another organization, Latino Print Network, calculated a 5.6% drop. Either figure is favorable next to a total print advertising decline of 8.2% for the industry at large, per the Newspaper Association of America.
We have known for a long time that listening to radio is a favorite activity of Hispanics and African Americans. In particular, listening to the radio has a long tradition in Latin America where radio is the town crier and the central point of communities where people find lost items, find jobs, get announcements, news, etc. Clearly also, music is a great part of the tradition of listening to the radio. I have been curious as to whether or not Internet radio has continued that tradition or not.
In our Spring 2011 Multicultural Marketing study at Florida State University with the support of DMS Insights, we asked consumers of different cultural backgrounds to tell us “In an average week about how many hours do you spend listening to Internet radio like Pandora or Last.fm in English” and also “in another language.” At first we recoded the data so we could simply know who listens and who doesn’t in either English or another language.
This year’s honorees are being recognized for their successful multicultural marketing and diversity efforts. The Mosaic Forum provides a platform for industry leaders to candidly address current issues facing the advertising industry, within the areas of diversity and multiculturalism.
This year’s milestone event marks the 15th anniversary of District Two’s Diversity Achievement Awards, and the 10th anniversary of the AAF Mosaic Awards. The program has been presented jointly by AAF and District Two since 2004.
The White House & America’s Top CEOs Headline NSHMBA’s Conference & Career Expo
Top Hispanic Talent, Entrepreneurs & Fortune 500 are Expected to Break Attendance Records!
The National Society of Hispanic MBAs (NSHMBA) will conduct its 22nd Annual Conference and Career Expo at the Anaheim Convention Center and Hilton Anaheim Hotel October 13-15. More than 8,000 Hispanic MBA professionals and students are expected to assemble for the nation’s largest career expo for Hispanic MBAs.
This year, NSHMBA and lead sponsors Sara Lee, United Technologies Corporation and the University of California Colleges of Business will foster the opportunity for high caliber Hispanic talent to participate in the leadership and career development programs offered by leading U.S. companies.
“This year NSHMBA delivers more value than ever with heavy-hitters from Corporate America’s C-suite, ” said Manny Gonzalez, NSHMBA Chief Executive Officer. “Our goal is to accelerate the careers of Hispanic professionals, ensure corporations are able to recruit the finest talent and give entrepreneurs the resources they need to establish and grow their businesses.”
Conference headliners include:
The White House opens the Conference on Thursday, October 13, conducts the opening Executive Form session on Friday, October 14, and concludes the Conference with a Saturday session for entrepreneurs. Representatives from the following governmental entities will participate:
The Office of Public Engagement’s Domestic Policy, President’s Jobs and Business Councils
The Treasury Department’s Community Development Financial Institutions Fund
The Small Business Administration
The Commerce Department
Additional featured speakers include:
Sol Trujillo, the First Fortune 150 Hispanic CEO, headlines Wednesday’s CEO Reception and brings in his CEO colleagues to discuss the fast-track to the Board Room.
Marcus Buckingham, author of First Break All the Rules, and Go! Put Your Strengths to Work will deliver the keynote address Friday, October 14. Mr. Buckingham will share compelling insights about distinguishing between competent managers and exceptional leaders.
The Conference & Career Expo features several unique one-day opportunities for the local students, job seekers, professionals and executives seeking employment and career advancement opportunities. One-day passes are available for purchase for the following:
Professional Development Day, Thursday, October 13,offers workshops that teach the skills demanded by today’s market, including: career development, technology, leadership, marketing and strategy. The sessions are taught by leading corporate executives from: McDonald’s, Coca-Cola, Target Corp., Sears Holding Corp., Vanguard, Northwest Mutual and Pitney Bowes.
Career Management Center provides individuals with coaching from leading resume, career management and human resources experts in job search and career advancement. The Center is free to Conference attendees. The Center is open to the public only on Saturday, October 15.
Entrepreneurship Series, Saturday, October 15, is led by industry leaders and features a three-session series that teaches participants the key components of building a successful enterprise including: Generating an Innovative Business Idea; Funding the New Venture, Access to Capital and Leveraging Social Media for Entrepreneurial Success.
About The National Society of Hispanic MBAs (NSHMBA)
The National Society of Hispanic MBAs (NSHMBA) was created in 1988 as a non-profit organization. Widely known as the “Premier Hispanic Organization,” NSHMBA serves 36 chapters and nearly 10,000 members in the U.S. and Puerto Rico. It exists to increase the number of Hispanics graduating from MBA schools through scholarships, awareness programs and mentorship; enhance career management opportunities for Hispanic MBAs from school to leadership positions, through job placement and world class professional development; to be the partner of choice for organizations seeking to hire and develop Hispanic talent; and recruit and retain as life-long members a majority of Hispanic MBAs. For more information visit www.nshmba.org.
LEAD CONFERENCE SPONSORS: Sara Lee Corporation
Each and every day, Sara Lee (NYSE: SLE) delights millions of consumers and customers around the world. The company has one of the world’s best-loved and leading portfolios with its innovative and trusted food and beverage brands, including Ball Park, Douwe Egberts, Hillshire Farm, Jimmy Dean, Sara Lee and Senseo. Collectively, our brands generate nearly $9 billion in annual net sales from continuing operations. Sara Lee has approximately 20,000 employees in its continuing operations worldwide. Please visit www.saralee.com for the latest news and in-depth information about Sara Lee and its brands.
United Technologies Corporation
United Technologies Corp. [NYSE:UTX] provides energy efficient products and services to aerospace and building industries. UTC’s products include Carrier heating, air conditioning and refrigeration, Hamilton Sundstrand aerospace systems and industrial products, Otis elevators and escalators, Pratt & Whitney aircraft engines, Sikorsky helicopters, UTC Fire & Security systems and UTC Power fuel cells. In 2011, INROADS named UTC the largest provider of corporate internships for the fourth year in a row, and DiversityBusiness.com ranked UTC 12th on the list of “Top 50 Organizations for Multicultural Business Opportunities.” UTC has been a member of the Dow Jones Sustainability Indexes since the indexes began in 1999, and was named the “greenest” aerospace & defense company by Newsweek in 2010. To learn more, visit www.UTC.com.
University of California
The University of California, recognized worldwide for its academic distinction, includes more than 235,000 students, 186,000 faculty and staff, and a $21.8 billion annual budget at its 10 campuses. The university offers programs in more than 150 disciplines, many of which are ranked among the top 10 nationally, and for the last 17 years has generated more patents than any other university in the nation. The University of California has 6 MBA Programs with campuses in Berkeley, Davis, Irvine, Los Angeles, Riverside and San Diego. Diversity is a defining feature of California’s past, present and future and is central to the mission of the University of California. The diversity of the people of California has been the source of innovative ideas and creative accomplishments throughout the state’s history into the present.
NEW STUDY: Public Relation Loses Credibility, According to Latest Gallup Poll
The PR industry is suffering from an image problem, according to a new poll.
Gallup asked adults in the U.S. whether they have a positive, negative, or neutral view of 25 industries, and PR and advertising didn’t fair too well—though not as badly as that of the government sector.
According to Gallup, 32 percent of Americans have a positive view of the two industries—Gallup combined them for the poll—while 29 percent took a neutral stance, and 37 percent had a negative view.
The PR and advertising industries’ net positive rating—that is, the difference between its positive and negative scores—is -5 percent. Among the 25 industries listed in the poll, PR and advertising ranked 16th overall.
Since 2001, when Gallup first started measuring the image of the two industries, the PR and advertising’s net positive rating has declined 6 percent.
Hispanicize Acquires Stake in Being Latino to Create Influential Latino Social Media Community Platform
#BeLatino hashtag launched as Twitter hashtag for Latino issues and conversations
Social media content and blogger marketing platform Hispanicize has acquired a significant stake in Being Latino, one of the nation’s leading Hispanic community and social media platforms and publisher of the online magazine Being Latino. The acquisition immediately combines the communities and resources of these influential and innovative Latino social media entities.
Cristy Clavijo-Kish - Hispanicize
“With this stake in Being Latino combined with our Latina Mom Bloggers network and our national conference Hispanicize 2012, our platform now features 360-degree digital solutions for Latino social media initiatives and allows us to build economies of scale that benefit our growing client roster,” said Hispanicize CEO Cristy Clavijo-Kish. “We’re extremely honored to have Lance Rios and the Being Latino team join our growing family of companies. Together our group exemplifies the kind of social media leaders, thinkers, bloggers and entrepreneurs that will help us continue building market share and driving solutions.
Founded in 2009 by Rios, Being Latino and its 145 sister Facebook fan pages represent more than 150,000 fans combined on Facebook alone. The community platform also counts on a growing following through the Being Latino Online Magazine as well as through other social media platforms including YouTube and Twitter.
Lance Rios - Being Latino
“This is a great fit for Being Latino and Hispanicize due to the mutual commitment for building a positive, progressive platform for Latinos to engage online,” said Rios, who remains Being Latino’s CEO and now is a Hispanicize partner. “Through Hispanicize we will be able to expand our platform’s scope while also accelerating revenue growth.”
As part of the acquisition, the companies also announced the creation of a new Twitter hashtag, #BeLatino, that will be utilized through the Being Latino, Hispanicize and Latina Mom Blogger platforms for cultural discussions and to unify Latino voices online for virtually any topic. The Hispanicize hashtag #Hispz will focus strictly on Latino and multicultural digital culture, social media and technology.
A tangible benefit of the joint expansion will be its impact on Hispanicize’s community partnership programs such as the “Latino Social Media for Social Good” – a national initiative with Univision Network. With an aim to support non-profit organizations achieve their communications and fundraising goals via social media training- the Being Latino community will play a central role in driving discussion and support.
“Our non-profit partners need support to help deliver their services, messages and resources for Hispanic and multicultural communities. We will continue extending our network to enable them to strengthen their outreach,” added Clavijo-Kish. “On the flip side, we continue dedicated to supporting new and established bloggers extend their audience, reach, and revenue opportunities with ongoing brand and marketing opportunities.”
Multigenerational Homes Surge in U.S.
When advertising executive John Gallegos wanted to promote a new package of Spanish-language channels for client Comcast Corp. (CMCSA), he put together a spot featuring the fictional Gutierrez clan gathered around television sets in their home.
A smiling grandfather hands out popcorn in the ad. Gutierrez women weep along with a soap opera. A younger family member looks up words in a Spanish-English dictionary. And everyone shouts when a little girl tries to change the channel during a soccer match.
“It’s a snapshot of all the different extensions of what a Hispanic family could be,” Gallegos, chief executive of Grupo Gallegos in Huntington Beach, California, said in an interview.
HPRA Recognizes Hispanicize Conference & Hispanic PR Blog Co-Founders as Public Relations Professionals of the Year
(L to R) Hispanic PR Blog Co-Founders Manny Ruiz & Angela Sustaita-Ruiz with Pauline France at last year's Hispanicize PR & Social Media Conference in Hollywood.
Goya Foods and Founders of Annual Public Relations and Social Media Conference, Angela and Manny Ruiz, Headline Honorees
The Hispanic Public Relations Association (HPRA), the leading non-profit organization founded to advance the careers of Hispanics in the field of communications, will honor Hispanic industry leaders and recognize the best in Hispanic public relations campaigns at its 27th Annual PRemio Awards and Scholarships Gala to be held Thursday, October 6, 2011 at the Conga Room at L.A. Live in Los Angeles, CA.
This year’s Public Relations Professional of the Year honoree is the team of industry trailblazers Angela and Manny Ruiz for helping advance the Hispanic PR industry by creating the annual Hispanic PR and Social Media Conference, Hispanicize 2012.
Goya Foods will be presented with the Corporation of the Year award for its 75-year history, commitment, and goodwill to the U.S. Hispanic market through its support of cultural, civic and educational organizations. Other awards include: Journalist of the Year Pulitzer Prize winner Hector Tobar, columnist for the Los Angeles Times, and Young PR Professional of the Year Denisse Montalvan with Ketchum.
In addition, HPRA’s 2011 Campaign of the Year winners will also be announced that evening. Also, as a way to foster Hispanic talent, HPRA will present $11,000 in scholarships to Hispanic students pursuing a career in Public Relations and related communications fields. The scholarship program was founded 21 years ago, and HPRA-LA has awarded more than $231,000 to Hispanic students entering the field.
“PRemios is the Hispanic PR Industry’s night to shine when we honor the best campaigns and top professionals in the industry,” said Lourdes Rodriguez, HPRA-LA president. “We invite the industry to join us in this annual celebration.”
The evening will be hosted by Mekahlo Medino with NBC Los Angeles and Yarel Ramos with mun2. The event is made possible by sponsors to date: RL Public Relations, Edelman, Southern California Edison, Axis Agency, VPE Public Relations, Staples, Southern California Gas Company, and PR Newswire.
For complete information about the 27th Annual PRemio Awards and Scholarship Gala Dinner, including sponsorship opportunities and ticket purchase, please visit www.hpra-usa.org.
About Hispanic Public Relations Association (HPRA):
HPRA was founded in 1984 as a non-profit organization to establish a network of Hispanics employed in the public relations profession. With chapters in Los Angeles and New York, HPRA has more than 300 members representing public relations, marketing and advertising professionals from agencies, government, non-profit and corporate companies. HPRA is dedicated to the advancement of Hispanic professionals and has awarded more than $231,000 in scholarships to Latino students pursuing a career in communications. HPRA strives to be a resource for communications professionals and for those seeking insights into the Hispanic market. For more information please visit www.hpra-usa.org.