The Journal of Spanish Language Media
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JOURNAL OF SPANISH LANGUAGE MEDIA Vol. 1 2008 ISSN: 1940-0810 Center for Spanish Language Media University of North Texas P O Box 310589, Denton, TX 76203 USA i The Journal of Spanish Language Media A publication of the Center for Spanish Language Media The University of North Texas Denton, TX, USA Alan B. Albarran, Director Christine M. Paswan, Program/Project Coordinator The papers published in this inaugural issue of The Journal of Spanish Language Media were submitted from presentations at the first conference hosted by the Center on “Assessing the State of Spanish Language Media” November 8-10, 2007. We thank each of the authors for sharing their work in the inaugural issue of this new journal. Please consider submitting your work for future issues of the journal. The Journal is open to all theoretical and methodological approaches, as long as the paper has some relationship to Spanish Language media, either in the United States, Latin America or Spain. Submissions must be in English. For more information, please contact us at [email protected] 1 Vol. 1 2008 The Journal of Spanish Language Media is an annual electronic journal available at www.spanishmedia.unt.edu and published by the Center for Spanish Language Media at the University of North Texas. As an electronic journal the Journal of Spanish Language Media publishes articles related to all aspects of the Spanish language media. The Journal of Spanish Language Media is peer reviewed. All communications related to the journal should be sent to the Center for Spanish Language Media, University of North Texas, P. O. Box 310589, Denton, TX 76203. Submission Guidelines 1. Submit an electronic version of the complete manuscript with references and charts in Microsoft Word along with graphs, charts to the editor. Retain a hard copy of reference. 2. Please double-space the manuscript. Use the 5th edition of the American Psychological Association (APA) style manual. 3. All authors must provide the following information: name, employer, professional rank and/or title, complete mailing address, telephone and fax numbers, email address. Review Guidelines Submissions normally take 4-6 weeks for review. Publication in the Journal does not preclude the author(s) from presenting their work at a conference or publishing in another journal. The authors retain copyright for their work Submission Deadlines The Journal of Spanish Language Media, depending on submission, to be posted on the website in January each year. To be considered, submissions should be submitted by September 1. Center for Spanish Language Media University of North Texas P O Box 310589 Denton, Texas 76203 940-565-2756 [email protected] Journal of Spanish Language Media, Vol. 1, 2008 2 CONTENT Click on the title to view page ARTICLES Trends in U.S. Spanish Language Television, 1986-2005: Networks, Advertising, and Growth Amy Jo Coffey …………………………………………………………………………………. 4 Technology and Market Development: How U.S. Spanish-language Television has Employed New Technologies to Define and Reach Its Audience Kenton T. Wilkinson, Anthony Aguilar ………………………………………………………. 36 Quality Index in Chilean Open Television M. Angélica Mir B., M. Ignacia Errázuriz O., David Kimber C., Isabel Santa María Z., ……. 44 The Current State of Hispanic Media Buying: How…Where…By Whom? Glenda Alvarado ………………………………………………………………………………. 68 Globalization with Latin flavor Mercedes Medina, María Elena Gutierrez Rentería ……………………………………………79 Diffusion of Spanish Language in Hispanic Chambers of Commerce Home-pages Anthony Aguilar ………………………………………………………………………………. 94 Cultural Adaptation of Hispanics Eirasmin Lokpez-Cobo ………………………………………………………………………. 105 The Spanish-Language Crónica in Los Angeles: Francisco P. Ramírez and Ricardo Flores Magón Ignacio López-Calvo …………………………………………………………………………. 125 Colombian Television: Changes, Offers and Young Audiences’ Response Germán Arango Forero ……………………………………………………………………….. 139 Attitudinal Changes toward Electronic News Consumption by the U.S. Hispanic Audience Phyllis Slocum ………………………………………………………………………………... 150 Journal of Spanish Language Media, Vol. 1, 2008 3 Buying, Licensing and Launching: Strategies to Defend Market Share in the Spanish Magazine Industry Juan Pablo Artero, Francisco J. Pérez-Latre, Alfonso Sánchez-Tabernero …………………. 168 Beyond Traditional Spanish Language Media: Alternative Methods in Creating Integration in a Mature U.S. Hispanic Market Lauren Boyle ………………………………………………………………………………… 184 Digital Storytelling as a Culturally Relevant Pedagogy for Latin Students Mariela Nuñez-Janes, Alicia Re Cruz ……………………………………………………….. 192 Management Style and Internal Communication: The Case of Media Managers in Colombia Ángela Preciado Hoyos ……………………………………………………………………… 200 Journal of Spanish Language Media, Vol. 1, 2008 ARTICLE Trends in U.S. Spanish Language Television 4 Trends in U.S. Spanish Language Television, 1986-2005: Networks, Advertising, and Growth Amy Jo Coffey University of Florida, College of Journalism and Communications, Gainesville, FL [email protected] ______________________________________________________________________________ This study was funded in part by a grant from the National Association of Broadcasters. Introduction The rapid emergence of dozens of foreign language television networks in the 1990s and early 2000s, along with the sheer diversity of languages, can be accurately characterized as a programming phenomenon. No fewer than 90 Spanish language networks, 20 Chinese language networks, and other cable network offerings in Russian, Korean, Tagalog, Vietnamese, Hindi, Bengali, Tamil, Arabic, and other foreign languages, now dot the multichannel landscape (Van Duyn, 2005; Vence, 2005; Wallack & Ning, 2005; Winslow, 2005). Some are directly imported signals, some are an amalgamation of several foreign networks, and others offer original programming produced in the United States. The largest U.S. cable system operator, Comcast, offers 90 foreign language programming options alone (Vence). These figures do not include many of the local broadcast stations, local cable programming, and low-power television stations producing foreign language programming. Some of these local stations offer programming in multiple languages, such as San Francisco’s KTSF 26 and Los Angeles’ KSCI 18, which target Asian Americans in 12 and 13 languages, respectively (KSCI, 2006; KTSF, 2006a).1 These stations and networks illustrate a trend in television segmentation strategy in an increasingly multicultural and linguistically diverse United States. More than any other language in the U.S., Spanish language television programming is being embraced by advertisers as a new form of market segmentation. The first quarter of 2006 alone showed a 14.9% increase in Spanish language ad spending (TNS Media Intelligence, 2006a). Within just the television industry, Hispanic broadcast television expenditures increased 15% from 2002-2003, compared to a 2% increase for all other broadcast television (Multichannel News, 2004). The influx of revenue from advertisers, coupled with an increased supply of foreign language content from U.S. television programmers, shows that both groups have made a decision to invest in foreign language programming and, moreover, that they somehow view this market segment as valuable. It is worth exploring the patterns and trends that led to this growth 1 KTSF and KSCI also happen to be distributed nationally by U.S. cable and satellite providers. This is not the case for all local foreign language stations, however. Journal of Spanish Language Media, Vol. 1, 2007 Trends in U.S. Spanish Language Television 5 phenomenon in foreign language television programming, and Spanish language television in particular. Purpose of Study The objective of this secondary data analysis was to describe the landscape of foreign language programming in the United States over a 20-year period (1986-2005), the majority of which is Spanish language programming. The analysis identified patterns in the growth and development of the foreign language audience, the foreign language television industry, and advertiser support of this industry over the same period. As described below, it also shed light on the longitudinal relationship between these audiences and the advertising and programming industries. A descriptive analysis of secondary data was undertaken to test the following research questions: RQ 1: How does the growth rate of the supply of Hispanic networks compare to the growth rate of the U.S. Hispanic population? RQ 2: How does the growth rate of the U.S. Hispanic population compare to the growth rate of advertising expenditures on Hispanic networks? RQ 3: What is the proportion of Spanish speakers to the number of Spanish-language networks available, and how has this changed over time? RQ 4: How does the growth rate of the U.S. Hispanic household median income compare to the growth rate of advertising expenditures on Hispanic networks? Methodology Bivariate correlations and the graphical depiction of census and industry data were used to discover the relationships between consumer demand and programming supply by analyzing (a) foreign language programming supply and advertiser expenditures, and (b) linguistically isolated groups and foreign language programming supply within the United States. General descriptive data also were generated and graphed in order to track the growth and development of various linguistic groups within the United States, language use patterns and linguistic isolation,