Category → Business
Wilde Media Seeks to Target Bicultural Hispanics
Many Hispanics in the US seek to find media and entertainment that resonates with their cultural experience. However, many of the programs on the major networks do not focus on what it’s like to be an American-born Hispanic. Most shows on Univison and Telemundo also fail to capture the attention of that demographic. Beginning in 2013, Wilde Media will be launching a TV network aimed at English-speaking Hispanics.
The network actually launched digitally on February 5, 2012. They will have various programming covering many different subjects and interests. As someone who fits this demographic I look to forward to learning more about this network and seeing it for myself sometime next year.
http://www.reachhispanic.com/2012/02/07/wilde-media-seeks-to-target-bicultural-hispanics/
Fox making a new move for the Hispanic Market
If you thought that in the United States we already had too many Spanish-language television networks catering to the U.S Hispanic market, you’re wrong. The latest news is that Fox International Channels (FIC) and the RCN Television Group will join powers and will launch a new Spanish-language network called MUNDOFOX LINK. The network is scheduled to launch in the 2012 Fall season.This will be great for Latino/Hispanic viewers in the United States because this will be new content in Spanish targeting a niche of viewers who are probably tired of the same old telenovelas, movies (which are poorly translated) and sports. With the combination of Fox’s and RCN’s content, advertisers will also now be able to cater their ads to this new segment of Spanish-speaking viewers.
I am personally excited to see and compare the content of MUNDOFOX with what Univision and Telemundo already have. I think it will be great to have more choices, plus competition is what makes us all successful.
http://www.reachhispanic.com/2012/02/01/fox-making-a-new-move-for-the-hispanic-market/
Twitter Joins Facebook, Google, Launches ‘Brand Pages’ for Marketers
Twitter is looking to strengthen its relationship with advertisers by launching brand pages that will be unveiled today as part of a more comprehensive redesign.
Twitter’s existing brand pages have been under the radar, especially compared with the buildup around Google+ brand pages, which were launched last month. But Chief Revenue Officer Adam Bain said that he’s spent the better part of the past year meeting with chief marketing officers, and brand pages were a recurring and frequent request.
Brand pages have two key elements, both of them free. They can be customized with large header images that advertisers can use to display their logo and tagline more prominently than under the standard format, where branded elements of the page design are often partially covered by the time line of tweets. Brands can also choose to keep a particular tweet at the top of their time line, and that top tweet also auto-expands to reveal an embedded photo or video from Flickr, YouTube or other sources, without requiring the user to take action.
Additionally, they separate out a brand’s @ replies and mentions, which Mr. Bain noted is important for a customer-service oriented company like JetBlue, one of the launch partners, which frequently responds to users but wanted a way to keep its messaging from getting diluted.
“A tweet’s only 140 characters,” said Mr. Bain. “[Brand page are] like an invitation to learn more. When consumers want to learn more, spend more time or get deeper in terms of engagement, we think they’ll end up on the brand page.”
Twitter is launching brand pages with 21 marketers: American Express, Best Buy, Bing, Chevrolet, Coca-Cola, Dell , Disney, General Electric, Hewlett-Packard, Intel, JetBlue, Kia, McDonald’s, Nike , PepsiCo, Staples, Verizon Communications Wireless, NYSE Euronext, Heineken, Subway and Paramount Pictures, specifically for the release of “Mission: Impossible — Ghost Protocol.” It has also partnered with some charities and individuals that it hasn’t disclosed.
Mr. Bain said that all the marketers involved in the launch are strategic partners and advertisers that have been involved in ongoing dialogues with Twitter.
There’s a clear application for entertainment brands like Paramount and Disney, which is promoting the upcoming movie “Brave” in its top tweet. But early-use cases are varied. Pepsi is deploying the brand page functionality for individual products such as Pepsi and Diet Pepsi . General Electric created video content for today’s launch geared toward helping consumers understand what the company does in human terms. Mr. Bain pointed toward the company as a forward-thinking marketer that will be increasingly using promoted tweets and trends to drive eyes to its brand page in 2012.
“The question for each one of these marketers is what is the interesting, compelling, provocative content that they can be putting out to a larger audience to keep that engagement high,” said Mr. Bain, adding that marketers in the launch group were already actively distributing content on Twitter but were looking for a way to make it stand out better.
For Twitter, launching brand pages could be a way of challenging Facebook’s hegemony as the secondary branded destination for a company after its own site, as well as another means of inducing big brand advertisers to loosen the purse strings by making organic and paid content more interconnected. If brand pages become enticing destinations with rich content experiences, Twitter’s advertising products become more appealing as a means of directing people there.
Twitter’s global ad revenue is projected to reach $139.5 million in 2011 and approach $400 million in 2013, according to eMarketer. It launched its advertising program in April 2010 with six advertisers signed up to use promoted tweets.
Brand pages will also ultimately be deployed for Twitter’s mobile clients, but not for today’s launch.
Bacardi celebrates 150th Anniversary
Bacardi Limited declared that 2012 will be its most innovative year since the creation of BACARDI rum in 1862. Throughout the year, Bacardi will host one-of-a-kind birthday parties, launch special promotions featuring 100 years of ground-breaking advertising, introduce a $2,000 limited-edition decanter of rare BACARDI rum, offer travel retail exclusives and commemorative gifts, and much more for consumers to come together and share in the excitement.
“The passion and entrepreneurial spirit shown by my great-great grandfather in Santiago de Cuba a century and a half ago gave birth to exceptional rum that would change the spirits industry forever,” said Facundo L. Bacardi, Bacardi Limited Chairman and fifth-generation Bacardi family member. “These qualities remain key to our phenomenal success and position today as the world’s favorite and most awarded rum brand, with more than 400 awards to date.”
Bacardi was founded in Santiago de Cuba on February 4, 1862, when Don Facundo Bacardi Masso purchased a small distillery. After years of experimenting, Bacardi revolutionized the spirits industry by adding steps never before used in rum-making. He selected high quality blackstrap sugarcane molasses, isolated a special strain of yeast (still used today), filtered, mellowed his rums in American white oak barrels, and then blended them to create the perfect taste. The smooth, light-bodied spirit he created, as opposed to the harsh “fire water” of the time, was BACARDI – the world’s first premium rum and the first mixable rum – helping usher in a cocktail culture that thrives today. The artful Maestros de Ron (Master Blenders) continue to follow the same exacting standards set forth by Don Facundo.
“For the past 150 years, Bacardi—as a family, Company and brand—has brought people together through legendary parties and great-tasting cocktails. Visit any bar, club or restaurant almost anywhere in the world, and the impact Bacardi has made on the spirits industry is crystal-clear,” said Seamus McBride, Bacardi Limited President and Chief Executive Officer. “It’s incredible to see how a one-brand company founded 150 years ago has grown into the third-largest spirits company in the world with an enviable portfolio of iconic spirits including GREY GOOSE vodka, BOMBAY SAPPHIRE gin, DEWAR’S Blended Scotch whisky, MARTINI vermouth, ERISTOFF vodka and CAZADORES 100% blue agave tequila.”
Parties, Parties, Parties!
BACARDI 150th birthday parties around the world will feature award-winning musical talent, top celebrities and other movers and shakers who, alongside consumers, will wish BACARDI happy birthday. Germany hosts the first BACARDI 150th party on January 28, followed by Canada starting February 1, and the United States, Europe, Latin America, Asia-Pacific and the Middle East starting February 4. On February 4, Rolling Stone® magazine will honor BACARDI in Indianapolis the day before “the big game,” the most anticipated American football game in the U.S., with a “super” birthday party. In addition, Bacardi is thrilled to be partnering with celebrities and trendsetters in cities around the world who will throw their own events to wish BACARDI rum happy birthday.
Consumer Promotions
By visiting the BACARDI Facebook page (www.facebook.com/BACARDI), with more than two million fans, consumers of legal drinking age in select markets can vie for BACARDI 150th birthday party tickets and BACARDI party kits filled with all ingredients to host their own unforgettable gathering. In select markets, consumers will also be able to win or purchase commemorative BACARDI glassware, specialty packs and apparel featuring vintage brand advertisements and/or designs by artists of Cuban heritage.
http://hispanicad.com/cgi-bin/news/newsarticle.cgi?article_id=33605
AT&T receives high rating for inclusion of Hispanics
DALLAS, Jan. 11, 2012 — /PRNewswire/ – AT&T has received the highest rating for all telecommunication firms on the 2011 Hispanic Association on Corporate Responsibility´s Corporate Inclusion Index (HACR CII). AT&T was one of only two companies to achieve a 95 rating, the highest in the 2011 HACR CII. The HACR CII rates Hispanic inclusion by Fortune 100 companies and its corporate partners in the areas of workforce, procurement, philanthropy, and governance.
“AT&T continues to demonstrate its commitment to diversity with policies that ensure the inclusion of Hispanics at all levels and in every one of its varied business lines,” said Janet Murguia, chairperson of the HACR Board of Directors and president and CEO of National Council of La Raza. “AT&T is one of the few companies moving the needle in advancing full inclusion of Hispanics in this country.”
Examples of AT&T´s commitment to Hispanic inclusion are:
- A 12 percent representation of Hispanics in the AT&T workforce. The total U.S. AT&T workforce is 40 percent female and 38 percent people of color.
- Sponsorship of an award-winning employee resource group, HACEMOS (the Hispanic/Latino Employee Association of AT&T).
- A top-rated global supplier diversity program that spent more than $9.2 billion with minority, women and disabled-veteran suppliers in 2010, representing 18.8 percent of the company´s procurement base. AT&T´s goal is to achieve 21.5 percent of its procurement from diverse suppliers.
- Strong focus on the Hispanic Consumer Market, which includes converting more than 700 retail stores in high-density Hispanic markets including California, Florida, New York and Texas to a bilingual (Spanish/English) format; full online and social media presence in Spanish; a strong advertising investment in Hispanic media; and sponsorship of top-rated Hispanic music, television, sports and entertainment programs and events.
- Support of the Hispanic community by investing resources to advance education, strengthen communities and improve lives. In 2010, AT&T contributed more than $148 million to the diverse communities it serves through corporate, employee and AT&T Foundation giving programs.
- Significant representation of Hispanics in the company´s most senior ranks including Ralph de la Vega, president and CEO of AT&T Mobility and Consumer Markets; Thaddeus Arroyo, chief information officer; Jose Gutierrez, president, advertising and publishing; Carmen Nava, senior vice president-Consumer Marketing; and Angie Wiskocil, senior vice president, Wi-Fi services.
“We are honored by HACR´s recognition of our holistic approach to diversity and inclusion,” said Debbie Storey, AT&T senior vice president of Talent Development and chief diversity officer. “At AT&T, diversity and inclusion are woven into all our business strategies and are key in achieving our business goals.”;
www.att.jobs
About AT&T
AT&T Inc. (NYSE:T) is a premier communications holding company. Its subsidiaries and affiliates – AT&T operating companies – are the providers of AT&T services in the United States and around the world. With a powerful array of network resources that includes the nation´s fastest mobile broadband network, AT&T is a leading provider of wireless, Wi-Fi, high speed Internet and voice services. A leader in mobile broadband, AT&T also offers the best wireless coverage worldwide, offering the most wireless phones that work in the most countries. It also offers advanced TV services under the AT&T U-verse® and AT&T | DIRECTV brands. The company´s suite of IP-based business communications services is one of the most advanced in the world. In domestic markets, AT&T Advertising Solutions and AT&T Interactive are known for their leadership in local search and advertising.
Additional information about AT&T Inc. and the products and services provided by AT&T subsidiaries and affiliates is available at http://www.att.com. This AT&T news release and other announcements are available at http://www.att.com/newsroomm and as part of an RSS feed at www.att.com/rss @ATT. Find us on Facebook at www.Facebook.com/ATT to discover more about our consumer and wireless services or at www.Facebook.com/ATTSmallBiz to discover more about our small business services.
©2012 AT&T Intellectual Property. All rights reserved. Mobile broadband not available in all areas. AT&T, the AT&T logo and all other marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T affiliated companies. All other marks contained herein are the property of their respective owners. SOURCE AT&T Inc.
http://www.latinvisionfinance.com/eng/news/news_lvf.aspx?r=228757
Eric Osuna Named VP of Spanish Broadcasting System – Los Angeles
Respected Executive Assumes Important Role as Head of SBS Los Angeles
Spanish Broadcasting System has appointed Eric Osuna to Vice President of Sales for SBS Los Angeles. Mr. Osuna will oversee all advertising sales and operations for KLAX 97.9FM- La Raza 97.9, and KXOL 96.3FM- Latino 96.3. He will also be responsible for growing and overseeing the revenue in all of the company’s divisions for the Los Angeles market. Based in Los Angeles, California, he will report directly to Donny Hudson, VP of Consolidated Sales for SBS.
Mr. Osuna comes to SBS with 17 years of advertising sales experience. Most recently, he worked at Univision Radio as the central team manager overseeing consolidated national revenue for the Univision owned and operated stations in California including Los Angeles, San Francisco, Fresno and San Diego. Eric previously held a Sales Management position at Katz Media in Chicago and an Account Executive position at La Opinion.
Osuna is a Mexican native, born in Mazatlan, Sinaloa in Mexico and raised in Los Angeles, California. He received a Bachelor of Science degree in Advertising Communication from California State University at Fullerton in 1996. Among his passions, is his affinity for outdoor activities with his family.
Barcelona Soccer Team Partners With Chinese Internet Firm To Develop Its Brand
Spanish soccer team FC Barcelona and the Chinese internet company Tencent have agreed to work together to develop Barcelona’s brand in the Asian country. They will make use of Tencent’s many social media sites to grow the team’s presence and merchandising potential in China’s burgeoning market.
Tencent will develop a Chinese website for FC Barcelona and commercialize applications and mobile games using the brand, with all content subject to the club’s approval. The Spanish soccer giant already has a strong social media presence in western markets and is looking to extend that with the Chinese sites that Tencent owns. The country’s largest instant messaging platform QQ has 900 million users, social media site Qzone has 500 million, social network Pengyou has 130 million and the “Chinese Twitter” Tencent Weibo has 300 million users.
China’s promising market is being targeted by many brands and by combining all of these social media services, Barcelona would be able to greatly increase its web presence in the country, allowing the club to reach a massive audience and increase its revenue.
Emilio Romano Is Named President of Telemundo
Emilio Romano, a former aviation-industry and Grupo Televisa executive from Mexico, has been named president of Telemundo by NBC Universal. He starts in October and will oversee Spanish-language TV network Telemundo, Telemundo International, Telemundo’s Digital Media group, and cable channel Mun2, reporting to Lauren Zalaznick, chairman NBC Universal Entertainment and Digital Networks and Integrated Media.
Mr. Romano, 45, is president-CEO of Air Group Latin America, an investment holding company in the aerospace industry, according to his LinkedIn profile and his bio on the website of Brazilian airline TAM Linhas Aereas, whose board he joined in 2009. At the time, TAM said Mr. Romano was president-CEO of Grupo Puerta Alameda, a real-estate development and investment company with operations in the U.S. and Mexico.
NBC has been conducting a search for a president since the retirement of NBC veteran Don Browne was abruptly announced in April 2011 soon after Comcast took over NBC.
Mr. Romano began his career in the Mexican Foreign Ministry and later worked for Mexican media giant Televisa, where he was director of mergers and acquisitions and later VP of international operations in the late 1990s. He also co-managed Mexican cable network Cablevision. From 1995 to 1998, he was on the board of directors for Univision Communications, in which Televisa is a major shareholder as well as the largest program provider.
He was CEO of Mexican airline Grupo Mexicana de Aviacion from 2004 to 2007, and was responsible for the airline’s largest financial restructuring and sale to an investor group; the airline later entered bankruptcy and went out of business in 2010. He was also behind the launch of Mexico’s first low-cost carrier, Click Mexicana, now called MexicanaClick.
Mr. Romano lives in Miami with his wife and two daughters.
http://adage.com/article/hispanic-marketing/emilio-romano-named-president-telemundo/229933/
Caribbean should promote to Hispanic American market
Caribbean tourism marketers should include the powerful Hispanic-American community and the wider multicultural market segment when promoting the allure of the region to North American audiences.
Lisa Skriloff, a veteran multicultural marketing expert, and CBS News Associate Producer Ivette Davila-Richards of the National Association of Hispanic Journalists, made the call in New York while preparing to address the 20th edition of the Caribbean Media Exchange slated for 1-5 December, 2011, at Frenchman’s Reef & Marriott Beach Resort in St. Thomas, US Virgin Islands.
The multicultural population, which includes African Americans, Caribbean-Americans, Hispanic Americans, Asian Americans, American Indians and Alaskan natives among other groups, currently represents a staggering 36 percent of the US population, and US$2.6 trillion in annual buying power.
“With the recent US Census indicating that the minority population will be the majority by 2042, addressing the interests and travel habits of ethnic and niche travellers is becoming increasingly important for the travel industry.
That is why multicultural tourism is a key consideration for travel marketers,” said Lisa Skriloff, editor and publisher of Multicultural Travel News.
Caribbean leverage
Ivette Davila-Richards, a Puerto Rican native and National Association of Hispanic Journalists’ Director for the Northeast United States, concurred on the importance of multicultural promotion and looks forward to helping the US Virgin Islands and the Caribbean leverage the $71 billion dollars Hispanic Americans spend annually on travel.
“I am very excited to be able to participate in such a prestigious event in the US Virgin Islands where I will share the National Association of Hispanic Journalists’ message of advocacy and support for Hispanic journalists in the media.
I also look forward to tweeting, Facebooking and blogging about this event to the members of [the Hispanic journalists association] and our partners,” said Davila-Richards, a former videographer for NY1 News/ NY1 Noticias.
An associate producer for CBS News Path (news gathering source) where she translates, writes scripts and edits reporter packages for outgoing national and international news, Davila-Richards, who also is an active member of the National Association of Black Journalists, has arranged to make a generous contribution to the Family Resource Center during the Caribbean Media Exchange’s community outreach intervention in St. Thomas.
Since 2001, the Caribbean Media Exchange has produced 19 conferences and symposia throughout the Caribbean and North America to underscore the value of the region’s largest industry, tourism, in bettering the health, education, culture, environment and wealth of Caribbean communities, at home and abroad, in a climate friendly fashion.
Hispanic-owned businesses up 54%, study says
By Eric Schwartzberg, Staff Writer
BUTLER COUNTY — The number of Hispanic-owned businesses in Butler County has doubled in the last decade, according to a regional study.
Conducted by the Hispanic Chamber Cincinnati USA, LaVerdad Marketing and Hispanics Avanzando Hispanics, the study shows the number of Hispanic-owned firms increased by 54 percent between 2002 and 2007.
The results demonstrate “a clear economic impact on the region,” said Alfonso Cornejo, president of Hispanic Chamber Cincinnati USA.
“There’s no doubt the Cincinnati-Dayton corridor is experiencing explosive growth,” he said. “That is the utmost reason why growth (of Hispanic-owned business) has been like that.”
The study also shows revenues for Hispanic-owned businesses in Butler County grew by 48 percent, payroll by 57 percent and the amount of employees by 58 percent during that six-year span.
“Hispanic or Latino” refers to a person of Cuban, Mexican, Puerto Rican, South or Central American, or other Spanish culture or origin regardless of race.
The leap in receipts from $31.9 million in 2002 to $61.5 million in 2007 fills Butler County business owner Isidro Carrero with hope for future entrepreneurs.
“That tells me the Hispanic community is growing and not just growing in number, but growing in the marketplace,” said Carrero, who owns CraftMaster Building Solutions.
Carrero, 34, came to the United States from the Dominican Republic in 1999, first working in New York, then making his way to southwest Ohio several years later
He started out a worker in the construction business and opened Craftmaster Building Solutions in Roselawn in 2003, then subsequently moved it to Hamilton and Okeana in Morgan Twp., where his wife Christa grew up.
Craftmaster is one of 365 firms that contributed to a 51 percent increase in the amount of Hispanic-owned businesses in Butler County between 2002 and 2007, according to a 2011 study carried out by the Hispanic Chamber Cincinnati USA, LaVerdad Marketing and Hispanics Avanzando Hispanics.
Although some Butler County officials have taken a hard-line stance on illegal immigration, Carrero said the county remains “a good place to do business.”
“The market is easy to get into and it’s just more attractive and we just like it here,” he said.
Carrero said growth of Hispanic-owned businesses in Butler County can be attributed a successful entrepreneurial community that works hard and contributes to the community, as well.
The explosive growth of Hispanic-owned businesses in the county also can be attributed to the construction industry, according to Cornejo.
“The construction industry is a very attractive market for us,” Cornejo said.
Nationally, construction and services sectors account for 30 percent of Hispanic-owned businesses.
In 2009, Carrero changed the name of the business from Carrero I.C.A. Construction, which he believes caused some people to hang up on him during marketing calls, to the more homogenous Craftmaster moniker.
Initially meant to “deflect some of the stereotypes of Hispanic companies,” the name change also has had an another welcome effect: it made his business more marketable.
People often believe that the term “Hispanic” refers to a race or a kind of people,” a perception Carrero said is untrue.
“Hispanics are very different,” he said. “We come from different parts of Latin America and we come from different cultures. Many people here in the United States don’t seem to see that difference.”
Carrero estimates that 90 or 95 percent of his Butler County clients are non-Hispanic, the majority of whom take the time to know him for who he is and can see beyond his national heritage.
“They pre-judge you before they get to know you but once they get to know you. But once people get to know you and see your work, things can go well,” Carrero said.
Being in the business of building something from nothing is in his blood, he said.
“My dad owns a transportation company and I grew up in businesses (of other relatives),” Carrero said. “I think that reflects our culture.”
In the Cincinnati region, professional, scientific and technical companies accounted for the single largest category in Hispanic firms by sector with 16.3 percent.
“Professional services are, by far, the largest group of Hispanic-owned businesses,” Cornejo said. “That means lawyers, architects, doctors, engineers, etcetera.”
That top category is followed by the administrative/support/waste management/remediation services firms category (10 percent), “other services, except public administration” (8.7 percent) and construction (8.3 percent).
The study also includes population growth, using 2010 U.S. Census data to show how Ohio’s non-Hispanic population grew by 0.4 percent between 2000 and 2010 to a total of more than 11 million, a gain of just 45,813 people.
Meanwhile, the state’s Hispanic population skyrocketed by 63.4 percent to a total of 354,674.