Archive → Noviembre, 2010
USA – Cargill new pork promotion
Cargill announced the launch of its first Rumba brand on-pack promotion targeting Hispanic consumers during the holidays, at the height of specialty meat consumption and their desire for savings.
Hispanic-owned businesses on rise in Lubbock, nation
THE A-J IS FOCUSING ON COVERING THE IMPORTANCE OF THE 2010 CENSUS IN LUBBOCK. LOOK FOR STORIES THROUGHOUT THE YEAR.
- Raul Dominguez, owner of Spartan Plumbing, Heating and Air, is one of a growing number of Hispanics who own their own business.
Raul Dominguez is a plumber.
The 32-year-old has been a plumber since he was 14, when he started as an apprentice at a local plumbing shop in Idalou.
Dominguez, since June, is also a businessman.
He started Spartan Plumbing Co. as part of his dream to own his own business.
But plumber and businessman are where Dominguez said he wants the labels to stop, despite national trends highlighting marked growth in the number of Hispanic business owners.
“I don’t want to be labeled as a Hispanic businesses owner; I don’t want to be categorized as just a Hispanic — I want to be a business owner,” he said.
Dominguez is one of thousands of
Hispanic Americans venturing into the world of business in the United States — with Hispanic-owned business increasing between 40 and 50 percent in Lubbock and the U.S.
Lubbock County alone saw a more than 40 percent increase in Hispanic-owned businesses between 2002 and 2007, according to the Census Bureau, giving Hispanic leaders a reason to be optimistic about the future of Hispanics and business in Lubbock and the U.S.
Nationally, Hispanic-owned businesses increased by nearly 44 percent — more than twice the national rate of 18 percent for all businesses during the same period, according to the bureau.
Hispanic businesses in Lubbock County in 2007 were reported at 3,027, up nearly 900 from the 2,155 businesses in 2002, said Robert Bernstein, a spokesman for the United States Census Bureau.
To put Lubbock’s rate into perspective, Hispanic-owned business growth in the county far outpaces the approximately 19 percent growth in Hispanic population in Lubbock County between 2000 and 2008 reported by the census.
“I think that means we’re heading in the right direction,” said Jorge Quirino, vice president of the Hispanic Business Division of the Lubbock Chamber of Commerce. “If the business ownership rate is growing faster than the population, that means it’s even stronger than what it looks like on the surface,”
For Dominguez, going into business as a plumber does more than make him part of a growing statistic.
His passion for the vocation, he said, comes from working with his hands and being an expert in a skill that all rely on but about which many may be clueless.
“I love it when somebody else can’t get it and I go in and get it,” he said.
But Dominguez said he wanted more than just a job and skills of a plumber. He wanted to be his own boss.
“Since I was young, that’s all I wanted,” he said.
Before making the leap to start his own business, he said, he worked at a number of plumbing companies in Lubbock and the South Plains, including Roto Rooter in Lubbock and Karl’s Plumbing in Idalou.
He said he was encouraged when customers he’d work with regularly complimented him for his clean, timely work.
“I think there was a lot of clientele that wanted me to go on my own,” he said.
Going into business for himself, he said, was the obvious next step.
“I knew that’s what I wanted, so I started buying stuff little by little,” he said of the thousands of dollars in hardware, torches and other equipment needed for the job. “I even sold my old truck just so I could get a work truck.”
Dominguez, now the proud owner of a one-man business — the one man being himself — operates out of his Northwest Lubbock home and his white pickup marked with Spartan Plumbing decals.
Owning his own business has introduced him to a new world of taxes, recordkeeping and other paperwork.
“I work and as soon as I get home I’m doing paperwork,” he said. “I’m working harder right now, putting in more hours, but it’s all for me to make something of myself.”
Dominguez said he doesn’t believe starting a business from scratch is for everyone, but encourages more people, not just Hispanics, to explore the option.
“It’s always good for someone to do better for themselves,” he said.
Of Hispanics, he said he suspects the local and national trends of increasing Hispanic-owned businesses indicate they’re already looking to do better for themselves.
“They’re thinking: ‘I’m doing it already, why not do it on my own,’ ” he said.
Quirino said an increased presence in business will have lasting, positive effects on the nation’s growing Hispanic population.
“It means more Hispanics are getting involved in businesses, which means more Hispanics in governments, in the chamber of commerce and in places where we haven’t seen them as much in the past,” he said.
The census data also showed an increase in profitability among Hispanic-owned businesses, even more so than other businesses in the U.S.
The number of Hispanic-owned businesses with receipts of $1 million or more increased 51.6 percent — from 29,168 to 44,206 businesses between 2002 and 2007, according to the Census Bureau.
Hispanic-owned businesses generated $345.2 billion in sales in 2007, up 55.5 percent compared with 2002.
Quirino said numbers showing more, wealthier Hispanic-owned businesses indicate Hispanics in the U.S. are finding an improved quality of life.
“We’re getting to the point where we’re, yes, we’re still playing catch-up, but today, those things are starting to change where it’s a more-level playing field,” he said.
Also playing catch-up is the chamber, he said, which can claim only 5 percent of its 2,200 member businesses as being owned by Hispanics.
However, he said, about one-quarter of the members on the chamber’s board of directors are Hispanic.
In the near future, the chamber will have its first Hispanic chairman of the board in Irasema Velasquez, Quirino said.
As overseer of the chamber’s Hispanic Division, Quirino said he’s been making efforts to encourage area Hispanic business owners to join his organization.
Still settling in his own business, Dominguez said his future aspirations are to expand into a “big company.”
His first order of expansion may be hiring an air-conditioning specialist in the near future, he said, and eventually hiring more workers and buying more equipment.
“If I’m going to do it, I want to do it big,” he said.
The Hispanic-owned business findings were gathered as part of the Census Bureau’s 2007 Survey of Businesses Owners and were released this fall.
The survey was sent to 2.3 million businesses and asked for information about characteristics of businesses and their owners.
http://lubbockonline.com/local-news/2010-11-21/hispanic-owned-businesses-rise-lubbock-nation
Best Buy, Ford target Hispanic consumers
From: www.culturewav.es
NEW YORK: Brand owners including Best Buy, Coca-Cola and Ford are attempting to enhance their connection with Hispanic consumers in the US.
Ford, the automotive giant, introduced a dedicated online portal for this audience ten years ago, but last year hired specialist website translation company MotionPoint to revamp its output.
Trisha Habucke, the carmaker’s digital marketing manager, suggested the original offering delivered a “very poor experience.”
Ford has also produced a bespoke Spanish-language mobile hub, and argued it enjoys substantial benefits from possessing greater flexibility.
“The technology that MotionPoint provides enables us to translate millions of words within 24 hours,” Habucke told the New York Times. “Prior to having them it was all manual translation.”
In August, 55,000 people visited Ford’s Spanish website and 14,000 accessed the equivalent for wireless handsets, and the Michigan-based firm intends to boost its understanding of this segment going forward.
“It’s been very encouraging,” said Habucke. “There’s no benchmark. No one knows what an industry standard is yet.”
MotionPoint has worked with other corporations such as fast-food group KFC, sports specialist Puma, fashion brand Oakley and pharma manufacturer Tylenol.
“What we’re seeing is clients who are looking for growth outside their normal market, and often that market speaks a different language,” said Charles Whiteman, svp, client services, at MotionPoint.
“If we’re serious about targeting this consumer, this target market, we need to speak their language.”
Pizza chain Papa John’s International runs parallel web and mobile services in a similar manner to Ford, and revealed a greater proportion of Hispanic customers place orders using cellphones.
“Now almost 30% of our sales come online, since we launched our new English and Spanish desktop and smartphone-optimised mobile sites in October,” said Jim Ensign, vp, digital marketing.
Electronics retailer Best Buy has built microsites, apps and catalogues in Spanish, alongside translating text messages such as its regular “Deal of the Week.”
During the FIFA World Cup, Best Buy sponsored Univision’s smartphone app, and the organisations jointly constructed a mobile platform aimed specifically at the Hispanic demographic.
“We try to connect with customers around their passion points,” said Ana Grace, Best Buy’s site manager for Latino initiatives and online catalogues.
She added that the average order on the Spanish website was twice the value of the English alternative, partly as it allowed large numbers of people to conduct research in the language they were most comfortable with.
“So many brands try to simply translate their site,” said Jessica Pantanini, chairwoman of the Association of Hispanic Advertising Agencies.
“You’ve got to make sure that you’re connecting with your consumer in a relevant way in language. What’s the right spin, the angle? You’ve got to have the right strategy.”
Coca-Cola, the soft drinks titan, also provided members of its MyCokeRewards loyalty scheme with the chance to win a trip to Walt Disney World and meet two telenevola stars.
“For more than 100 years, Coca-Cola has been part of the dreams and celebrations shared by Hispanic families,” said Reinaldo Padua, assistant vp, Hispanic marketing, Coca-Cola North America.
“From bautizos to quinceañeras, from our kids’ sports victories to graduation and treasured family vacations, Coke has always been there to … bring people together.”
http://www.warc.com/News/TopNews.asp?ID=27534
I advertising ghettoizing Multicultural Americans?
My wife is an AP US History teacher. She’s been doing it for 10 years. But just quit, disheartened by the homogenized Eurocentric textbooks she’s forced to teach from. The story the textbooks tell, she explained, is a white story. African Americans, Hispanics and Asians are relegated to separate chapters or sections within the book (literally), and not as part of the main narrative. And this, she feels, essentially ghettoizes these groups and forbids them a place in the identity of the nation.
It turns out many historians, sociologists and researchers agree with the premise: by not including these groups in the mainstream discussion, you’re essentially sidelining them, footnoting them…keeping them at bay. The resulting white national identity remains, therefore, in-tact. And multicultural Americans…well, they’re not part of the MAIN American story. They’re just sideshows.
Listening to her the other day discuss her thesis (she’s now getting her Masters on the subject at UofChicago), I cringed as I wondered if we in advertising aren’t adding to the problem. Sure, we’re not writing textbooks, but we are creating pop culture–if we do our jobs right. And our business models are set up to take advantage of siloed ethnic groups (Gen market does white, Hispanic Hispanics, and so on…)
I understand where this all came from. For a long time, Multicultural America did not exist for marketers. It was up to pioneers in the area to show that these groups existed. General Market shops sure didn’t care. Their staffs were as Ivy League, white-as-can-be.
So the Multicultural Advertising Industry was born. And in a way, it gave a voice to consumers and made them important to marketers (which is presumably a good thing). And you’ve got folks like me building campaigns for Hispanics and African Americans and Asians. Campaigns that live apart from the main campaign. Sales went up. Clients were happy. Good stuff.
But then demographics continued to change. And now you’re talking about 40% of the population in some age groups is non-white. And you have to ask yourself…does the current model really work under those circumstances? Can you really have a gen market shop focusing primarily on the white folks, while the AA agency focuses only on the African Americans? Not only does it seem absolutely opposed to the way culture is created today…but it seems somehow…socially irresponsible. Doesn’t it?
Keeping 40% of the population on the sidelines…forcing them into their own chapters and sections and away from the main discussion should probably make our skin crawl.
I know. I know. Their experiences are different, and intrinsically they are different folks in many ways. I wrote a piece on that very subject a while ago (see it here). And AHAA is beating that drum like there’s no tomorrow. “The population is definitely more multicultural but that only reinforces the need for customized, one-to-one communication,” says Jessica Pantanini, chair of AHAA.
But at what point do you say…ok, those “different folks”…well, they are no longer the “different” ones. They represent a huge chunk of this country and calling their experience not-mainstream seems wrong. At some point you say “their experience, THAT’S the new American experience”
Unfortunately, ghettoizing is good for business. Gen Market and MC shops alike (not to mention media outlets) benefit from it. So whereas in other areas (politics, say) you have inspiring African American voices clamoring for the inclusion in the mainstream discussion, in advertising you don’t. Instead, you have multicultural folks pulling the other way. Fighting for the Multicultural-only angle. Gen Market shops have been happy to oblige…they were never terribly into marketing to multicultural folks. And in the end? You end up ghettoizing the groups. And everyone is happy. Right?
This is not meant to be a slamming of the industry, or a criticism of the way we’ve been doing business. It’s simply meant as a thought starter. A question.
And no, I don’t mean the solution to be strictly self-serving. I believe in Crossculturalism. Which is, essentially, leading with the multicultural consumer in the total market. I can do that at my current shop, which is staffed for that. But so can multicultural-only shops. And that’s where I think the opportunity lays. Having Multicultural folks lead the discussion in the general market. Isn’t that what La Comu and Translation are doing to some degree? It’s a tough road…but I’m guessing it’s probably the right one.
And it doesn’t mean that you no longer do MC advertising. Why wouldn’t you execute a platform in Spanish? Or a program with BET? Great places to reach and connect with those folks. But it does mean that if that’s all you’re doing…if that’s the extent of your brand’s multicultural voice, you’re probably ghettoizing.
In the end, it’s not easy to marginalize a majority, so I’m sure the problem will correct itself (and many brands will pay the price of being irrelevant to multicultural audiences). But given the current climate, it looks like it may take a while for advertising agencies (and history textbooks), to catch up.
http://www.crossculturalism.com/2010/11/is-advertising-ghettoizing.html
J. Lo, Marc Anthony to launch brand at Kohl’s
- Jennifer Lopez (L) and her husband Marc Anthony pose at a news conference to announce ”The Jennifer Lopez and Marc Anthony” collections in partnership with Kohl’s department stores at The London West Hollywood hotel in West Hollywood, California, November 18, 2010.
Celebrity couple Jennifer Lopez and Marc Anthony will launch a line of clothes and accessories at Kohl’s Corp’s mid-priced department stores next fall, the company said on Thursday.The Jennifer Lopez collection will feature women’s dresses, sportswear, handbags and jewelry, while that of her husband Marc Anthony will have men’s dress shirts, ties, sport coats and shoes. The his-and-hers line may expand into home accessories over time, Kohl’s said.
Singer and actress Lopez was involved in fashion design at least as far back as 2001, when she launched the New York City-based Sweetface Fashion Company.
Lopez and Anthony, a five-time Grammy winner, will collaborate with Kohl’s on the design of the new products.
Music Entertainment Sports Holdings, a division of Hong Kong-based Li & Fung’s (0494.HK) U.S. division, will sub-license the brands exclusively to Kohl’s under a long-term agreement.
Our American Dream – Walking on Air (in Manolo Blahniks)
One out of every four new businesses in the United States is started by a Hispanic. In all fields of endeavor, across the United States, Latinos are working to uphold their place in American society. Fox News Latino is proud to present “Our American Dream” – a series of snapshots and profiles of Latino success stories made in America.
It’s easy to picture Adriana Spitzer as a little girl in Colombia dressing up her dolls with different outfits.
“I always wanted to have my own boutique,” says Spitzer. But not even in her wildest dreams did Spitzer ever think that one day she would have dinner with top designers like Manolo Blahnik or help celebrities look their best for important events.
Spitzer was 19 years old when she came to the U.S. as an exchange student. Only a year after arriving at the land of opportunity, her dad passed away.
“My mom didn’t know what to do, so I told her to come to the U.S. with my six brothers and sisters.”
To support her family, Spitzer quit school and began working in low-paying jobs in areas such as retail.
“I used to have two to three jobs at a time and it still wasn’t enough to support my family,” she says.
Her eye for fashion helped her work her way up in the haute couture business. While she was working as a designer consultant at Nordstrom, Spitzer‘s clients would give her the clothes that didn’t fit them anymore.
“I had so many outfits that I decided to have a party at home and sell them.”
Spitzer sold over $3,000 worth of clothes in one hour. She saw the potential of the resale business and, with the help of her clients, family and friends, she continued to have resale parties at her house.
But then, her goals grew bigger in size and vision — she wanted to open her own boutique where she could resell designer clothes.
“My goal was for my clients to feel they were in a Chanel store,” she says.
After taking some courses on small business management, Spitzer put her plan into action.
“I found a space that was half the size of a cramped garage and had no air conditioning,” she says.
Spitzer also convinced the owner of St. John clothing company to give her the samples and items from fashion shows and photo shoots. Using well-worn mannequins and furniture, in 1998 she opened Bellissima Couture Resale Boutique in Corona Del Mar, Calif.
“I couldn’t afford any employees, so my mom would help me with the mannequins. And my sister was my accountant,” says Spitzer, adding that she owes her success to her family.
Twelve years later, Bellissima Couture has over 1600 consignments, including items from Prada, Hermes, and Channel, among others. Her boutique is 2,200 square feet and is considered the best-kept secret in Southern California.
Spitzer, who will open a second store the beginning of next year, considers herself proof that if you have the desire, you can achieve the American Dream.
“This country gives you plenty of opportunities to succeed, but you have to take advantage of them.”
She has dressed a slew of celebrities — she can’t name names because the celebrities do not want anyone to know they used second-hand clothes or purses.
“For a little girl from Colombia like me, who today owns her house, travels around the world and has no debts, it’s a huge accomplishment. I could not have done it in Colombia.”
Spitzer’s success story illustrates the fact that, more and more, Latinas are becoming successful entrepreneurs. Today, one of every four new businesses in the U.S. is owned by a Latina, according to the 2010 U.S. Census.
“We Latinas grew up watching our parents work very hard and we’re not afraid to try something new and fight for what we want,” she says.
Her business has helped her support her family and has given her a financial windfall. Spitzer has over 20 awards for her achievements. In 2004, she was named Hispanic Business Woman of the Year by the National Hispanic Business Woman Association.
But her biggest achievement, the single mom says, is the success of her 25 year old son, Christopher, who graduated college from the University of Wisconsin.
“He is my reason to live.”
http://latino.foxnews.com/latino/lifestyle/2010/11/22/american-dream-immigrant-success-stories/
Hispanic-Specialized Agencies dispute One-Size-Fits-All marketing approach
The U.S. population is becoming increasingly diverse, and while statistics aren’t really necessary to confirm the obvious, the soon-to-be-released 2010 U.S. Census figures likely will support the multicultural boom over the past decade. Last week, national advertisers and marketers convened at a conference to discuss the implications of today’s broad and progressively more complex marketplace. Identifying “best practices” for communicating with multicultural consumers, some presenters indicated that a singular insight focused on commonalities between cultural segments should drive marketing strategy; however, the voice of Hispanic-specialized agencies, the Association of Hispanic Advertising Agencies (AHAA), disagrees with this one-size-fits-all approach.
“Trying to be all things to all consumers not only waters down the communication but also waters down the results,” says Jessica Pantanini, AHAA chair and COO of Bromley Communications. “The population is definitely more multicultural but that only reinforces the need for customized, one-to-one communication. It’s more impactful than mass marketing as evidenced by the obvious success of digital and social interactive media. The growing diversity of the country requires even more insight and understanding of the cultural and ethnic nuances and differences that drive behavior and purchase, and connect with consumers in a unique way.”
AHAA is concerned that advertisers’ request for a holistic approach to marketing and advertising to all segments and the need for a single voice is possibly being misinterpreted to minimize the need for targeted and highly specialized communication. This type of cross-cultural approach lacks insight and understanding critical to the effectiveness of the strategy. “If one-size-fits-all worked, then fashion designers would have it easy,” Pantanini says. “Manufacturing costs would go way down, savings could be passed to the consumer and profitability would increase. It’s great in theory, but it just doesn’t work in the marketplace.
The journey of a Latina Millennial mom is one example. Her experience is very different from other cultures. Rather than being the child who was given a trophy for every activity, which would lead her to become more ‘me’ focused; it was the hard work of her parents and the respect that she has for them that has driven her to succeed.
So, while the general market, cross-cultural approach might consider ‘me’-focused behavior the point of convergence for all Millenial moms and therefore execute one communication strategy, the approach won’t resonate with the Latina mom. In fact, the more inspirational way of talking to Millennials may just be through the Latina insight. “The goal should be to bring the insight to the strategy, and if the granularity demands a separate communication, so be it,” Pantanini says. “If not, fine; but the cultural sensitivity must be part of the strategy.
“The U.S. is a salad bowl and not a mixing bowl. Multicultural consumers are blended into the population but they retain their own unique cultural traits, behaviors and innate desires that influence their responses, purchasing and loyalty. To ignore this in the name of cost-cutting and consolidation or leaving it to the agencies to figure it out will impact negatively advertisers’ return on investments.”
Inclusion, AHAA agrees with advertisers, is the answer; however, it requires bringing Hispanic-market or multicultural specialists in at the beginning of the marketing planning process as strategic thinkers and not just tactical implementers. Consumer connection and cultural insight is integral to the strategy and helps build the bottom line for brands.
Savvy marketers like General Mills, McDonalds and Time Inc., understand the value of cultural marketing specialists and targeted communication, and have the profits to show for their decisions. Rudy Rodriguez, director, Multicultural Marketing for General Mills says the focus on Hispanic and African American market segments has driven growth for many of the company’s brands. The packaged food manufacturer has increased investments in these segments progressively over the past four years and Rodriguez says they will continue to invest heavily.
AHAA agrees that the best marketing ideas should win clients’ approval, but the effectiveness of any agency – specialized or general market – relies on an environment conducive to the exchange of information and support for great ideas no matter where they emanate. Unfortunately, some advertisers may be misguided in the approach and strategies that will achieve bottom line profits when reaching and connecting with multicultural consumers. Targeted communication, rather than one-size-fits-all marketing, really works. Finding a successful partnership with a quality Hispanic-specialized expert agency delivers results.
U.S. Online Hispanic Consumers More Likely to Have Positive Association With Advertising Than Non-Hispanics Online
comScore to Host Complimentary Webinar, ‘A Closer Look at the U.S. Hispanic Online Audience’
comScore, Inc. (Nasdaq: SCOR), a leader in measuring the digital world, today released results of a study of U.S. Hispanic consumers, including insights into their online behavior and engagement with advertising. The study found that U.S. online Hispanic consumers’ sentiment towards, and response to, advertising often varies significantly from Non-Hispanic online consumers, providing critically important insights for brands looking to reach and engage this dynamic consumer segment. These findings among others will be presented by comScore chief research officer Josh Chasin in a live, complimentary webinar, A Closer Look at the U.S. Hispanic Online Audience, on Thursday, November 18. For more details and to register, please visit:
https://www1.gotomeeting.com/register/454994185
(Logo: http://photos.prnewswire.com/prnh/20080115/COMSCORELOGO)
(Logo: http://www.newscom.com/cgi-bin/prnh/20080115/COMSCORELOGO)
“The U.S. Hispanic online marketplace is a fast growing and potentially lucrative sector that marketers cannot ignore,” said Josh Chasin, comScore chief research officer. “Online Hispanics are younger and more acculturated than their offline counterparts and they are quite receptive to advertising when it is sufficiently engaging. What’s especially interesting is that engagement with advertising has more to do with narrative elements and storytelling than it does with actually running the advertisement in Spanish.”
U.S. Hispanics Online More Receptive to Advertising than Non-Hispanics Online
A look at U.S. online Hispanic consumer sentiment and engagement with advertising revealed often dramatic differences when compared with Non-Hispanic online consumers. U.S. Hispanics were more likely to find advertisements enjoyable and entertaining than their Non-Hispanic counterparts. Specifically, 48 percent of U.S. Hispanic consumers expect advertising to be entertaining and 31 percent enjoy watching advertisements, compared to 39 percent and 19 percent of Non-Hispanics. Hispanics were also more likely to recall advertising, with 35 percent stating they remembered advertised products when shopping, compared to 22 percent of Non-Hispanics. Advertising was also more likely to influence Hispanic consumers’ product decisions when buying for their children with 30 percent stating that advertising helped them choose products to buy for their children, compared to 15 percent of Non-Hispanics.
http://www.stockhouse.com/News/USReleasesDetail.aspx?n=7956597
Scarborough Research Launches PRIME Lingo
SCARBOROUGH RESEARCH has launched of PRIME LINGO, the company’s new web-based software platform. The software brings SCARBOROUGH’s in-depth data on cross-media consumption, local shopping patterns, consumer lifestyles, sports interest and demographics to the desktops of media and marketing professionals.
“The task of ‘research’ was once reserved for statisticians, media modelers and market planners. But now it is increasingly permeating the daily work lives of all types of people in the media, marketing and advertising industries,” said EVP/Sales STEVE SERAITA. “That is the very reason why we developed PRIME LINGO — to be an intuitive, easy-to-use, web-based software platform with analytic functions for both novice and experienced users. We recognize the industry needs software that makes SCARBOROUGH data more accessible to all types and levels of professionals — not just the researchers.”
For more information on PRIME LINGO, or to receive a demo, log on to www.myprimelingo.com or email lingo@scarborough.com.
http://www.allaccess.com/net-news/archive/story/83467/scarborough-research-launches-prime-lingo
Descuento Libre announces partnership with Hoy newspaper
Hoy and Descuento Libre Partner to Bring Web Discounts to Latino Communities with Oferta del Día
Hoy today announced a partnership with Descuento Libre to introduce “Oferta del Día,” a web-based daily discount opportunity for users through vivelohoy.com.The offers are unique and relevant to Hispanics in the United States, particularly those in Chicago and Los Angeles.
“Our audience is always looking for engaging and relevant information they can use every day,” said John Trainor, General Manager of Hoy Chicago. “Offering value through specific buying opportunities with attractive discounts is part of our effort to be the preferred media source for Hispanics in Chicago and Los Angeles. This is also great because it provides more opportunities for our advertisers to reach their goals.”
DescuentoLibre.com is a social buying website dedicated to serving Latino and Hispanic communities by creating awareness of local economy and culture. Headquartered in Chicago, Descuento Libre has a presence in 22 major cities across the US.
“We are extremely excited about the launch of the first Latino-focused social buying site and our partnership with Hoy,” said Derek Beckmann, CEO of Descuento Libre.
A new “Oferta del Día” will be posted each day on vivelohoy.com and in all Hoy publications.
About Hoy:
HOY, is a media company that publishes two of the leading newspapers within Chicago and Los Angeles, Hoy and Fin de Semana have a national gross weekly distribution of 1.3 million copies. Hoy offers a wide array of media solutions including the only Spanish-language daily newspaper in Chicago and the largest Spanish-language circulation weekend vehicle in L.A. and Chicago as well as a diversified portfolio that includes online, mobile, out-of-home and digital signage. Hoy’s mission is to inform, entertain and educate Hispanics with engaging, relevant content that help build successful lives, serve as an advocate and provide a link to Latino culture. For more information about Hoy visit ViveloHoy.com.
About Descuento Libre:
Descuento Libre serves the Latino community and those interested in experiencing Latino culture through great deals and promotions at a discount. Found in 22 major Latino populated cities across the United States and 54 cities in Mexico, our goal is to assist those who want to learn and experience the adventures, foods, and culture that the Latino community has to offer without spending too much. Founded on a Latino basis, we wouldn’t present anything that we wouldn’t want to experience. As a company out to expose and create an experience, we’re always listening for new ideas; from new restaurants and spas to places to shop. Descuento Libre offers its website content both in English and Spanish to connect with different generations and groups of Latinos across the U.S. and Latin America at http://www.descuentolibre.com.
About Tribune Hispanic Media Group
Tribune Hispanic Media Group is the national, cross-platform sales team for the Tribune Company’s Spanish-language and Hispanic market targeted media, offering advertisers customized, innovative, multi-market solutions across all media platforms, including, print, digital, mobile, direct and event marketing.
http://blog.descuentolibre.com/discounts/