FOR ADVERTISING AND Year 4 | Number 21 PUBLISHING PROFESSIONALS

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PortadaT RACKING THE EXPANSION OF PRINT AND DIGITAL MEDIA FOR S PANISH- SPEAKING AUDIENCES June / July / MEXICAN ADVERTISERS August 2006 AND PUBLISHERS SEEK TO CAPITALIZE ON U.S. MARKETS PORTADA® ´ S SUPPLEMENT ON TM DIRECT MARKETING TO HISPANICS The Hispanic market is the logical and Mexico for our peo- extension for Mexican media and ple. My experience of publishing daily > Hispanic publishers advertising powerhouses. Both are expand into direct mail products entering the U.S. with an increasing (continued on page 4) (page 33) speed. With more than 60% of U.S. > News and Trends: Vertis launches Hispanics coming from Mexico, Direct Marketing Program Mexican media companies target a PORTADA-ONLINE (page 35) similar audience in the U.S. In addi- tion, they often can offer their vehicles www.portada-online.com > Offer Analysis: People en Español to the same advertisers. Some observers direct mails 'soft' subscription offer (page 37) call it the North American Cultural Area (NACA). Get essential updates at “Culture, needs, and topics of www.portada-online.com interest are very similar here in the

5 NEWS AND TRENDS • Advertisers see profit in Hispanic custom publishing • Best Buy's advice to print media Sports Marketing companies Advertisers look to score goals, 24 DIGITAL • What you need to know about hit home-runs, and land punches Hispanic online media buying • Hormel builds ambitious Spanish- As advertisers take stock of the ball are also increasingly popular language website ever-growing purchasing power of among US-Hispanics. • For mobile phone content providers Latinos living in the USA, they are see- the sky is the limit king ever more ways to reach them – The sports... and their pocketbooks. Hence it is no Though Hispanic marketing does surprise that many are turning to not seem to have really taken off yet in 30 CONTENT sports marketing as a good way to get baseball, there has been some activity. • Editors share best practices about their message out to this increasingly One interesting example is a 5-year how best to connect with Hispanic influential market sector. Hispanics are joint initiative launched by the readers traditionally passionate about sports, National Baseball Hall of Fame in • Spreading “The Word” to U.S. with soccer – or “el fútbol” – reigning Cooperstown, NY and the Citgo Hispanics: IBL News and LTP supreme. However other sports such as Publications baseball, boxing, and American foot- (continued on page 16)

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(continued from page 3) PUBLISHER Marcos Baer for more than 20 years in Publications to introduce some of its Mexico helps me to identify which sto- titles into the U.S. Hispanic market. CONTRIBUTING EDITOR Alex Andrews ries, events and sections are day-by - “They will take advantage of our distri- day the most attractive for our rea- bution network, our know-how and CORRESPONDENTS ders,” says José Santiago Healy, publis- our contacts,” says Reynaldo Mena, Tomás Bustigorri her of Diario San Diego (Healy Media, general manager of Megazines (USA - Los Angeles) Spanish, daily, circ. 8,000, predomi- Publications. “We still don’t know Heather Norgaard (USA - St. Louis) nantly paid publication). exactly what titles Armonia is going to Ana Lydia Valdes “Media companies are redefining introduce in the U.S.,” Mena notes. (Mexico) programming to address different life Grupo Editorial Armonia also publis- Ivonne Ramírez experiences and narratives of the cross hes custom publications for several (Southern Cone) border cultural collide. Food and beve- companies in Mexico including Angela Sandoval (Spain) rage companies and consumer goods American Express, Campbell’s, Yoplait, companies like Procter & Gamble, Carnation and Maggi. ADVERTISING retailers like HEB and Walmart, are at Mexican publishing house Grupo Annette Fielman the early stages of understanding and Reforma recently agreed to provide 516 396 01 79 responding to NACA’s potential,” content for Cancha, a new Spanish-lan- Jean Gaddy Wilson notes Stephen Palacios Senior guage weekly which is going to be laun- RESEARCH Consultant of New York based ched by Hearst's San Antonio Express Agustin Wydler Cheskin Research. News. Cancha will target first generation Does the fact that Mexican Latinos living in San Antonio (Texas) DESIGN www.dafnedesign.com.ar Americans know many Mexican with sports and entertainment oriented brands help when selling advertising to content. It will be published twice a Audit pending Mexican companies? “Definitely yes,” week (total circ. 50,000). answers Jose Santiago Healy of Diario Last year, Time Inc. acquired San Diego. “Brands like Jarritos, Mexico’s Grupo Editorial Expansión Bimbo, La Costeña, Tecate, Bancomer, (GEE) The transaction has promising Urbi, etc., are well-known in the and interesting implications for the Copyright: Portada®2006 No part of Portada® may be copied, reproduced Mexican-American community. But Mexican and Panregional publishing or broadcast in any form without prior permission. even American brands that have been Comments by sources cited in Portada® have been directly obtained from them, unless its is popular in Mexico for many years such Mexican advertisers explicitly noted otherwise. Portada® is not as Ford, General Motors, Sears, among affiliated with any other publication, media eager to reach Hispanics group, advertising agency or any other institution. others, get good results when they Portada® is published by Contenido LLC in New advertise in Hispanic media.” York City. Portada® publishes a weekly e-newslet- ter, a bimonthly print issue (except for the summer AD CATEGORY Companies months, 5 times a year) that is direct mailed to Publishers make inroads subscribers and, daily, the website www.portada- online.com. A one year subscription of Portada® Televisa, the largest Spanish-lan- Soft Drinks Jarritos in PDF format costs US $139, including access to guage media company in the world, is the Portada® website, (www.portada-online.com) Food La Costeña, Grupo Bimbo with round-the-clock-breaking news and its arti- the biggest publisher of magazines in cles archive. A subscription to Portada® printed the U.S. Hispanic market. Other large Alcoholic Femsa (Tecate), Grupo version (delivered by regular mail) costs an addi- Beverages Modelo (Corona) tional US $10 (Total US $149). Single issues of Mexican publishers recently have also Portada® cost US $20. To subscribe please send moved into the U.S. Airlines Mexicana de Aviación a check payable to Portada, Park West Station, P.O.B 20526, NY, NY 10025, USA. For payment In April, Editorial Armonia, a Banks BBVA-Bancomer, Citibank- by wire transfer send funds to Citibank N.A. 399 Mexican publisher of women’s, coo- Banamex, Banorte Park Avenue, NY, NY 10022, USA Account name: Portada, Account #22072064 Routing # king and family magazines bought a Retail Famsa, Elektra, Gigante, 021000089. majority stake in Miami-based Comerci For reprints information and prices please contact [email protected]. Megazines Publications, the publisher Developers Grupo Urbi, Cemex (cement Please send address changes to Portada, Park West of the Hispanic newspaper insert Sobre maker) Station, P.O.Box 20526, NY, NY 10025, USA. Ruedas (8 x /year, Spanish, circ. MISSION 640,000). Armonia will use Megazines Portada® provides news, analysis and insights to (continued on page 22) foster the development of the print and digital media sector (newspapers, magazines, direct mail and the Internet) for Spanish-speaking audiences. Portada® seeks to increase knowledge about Hispanic print and digital media and improve the CLASSIFIEDS performance of publishing and marketing Reach thousands of prospective customers and employees through professionals, media buyers, journalists, financial analysts, academics and market researchers. Portada® 's CLASSIFIED AD SECTION. For information about rates in PRINT and ONLINE go to 4 http://www.portada-online.com/classifieds.aspx PORTADA-ONLINE (www.portada-online.com)

Check it out for the latest breaking news on print and digital media for Spanish-speaking audiences

News and Trends USA / Advertisers get ready for custom publications targeting Hispanics

ortune 1,000 companies are Increasing interest F increasingly interested in targe- ting Hispanics via custom publi- PUBLISHER/ADVERTISER Name of Content cations. These companies can distribu- Publication te their publications at their stores and own powerful customer lists in order to Bank of America TBD Spanish. Similar content to Vias (Visa custom publication), focused on banking relationship direct mail the publications to a large Hispanic demographic. In the general Betty Crocker Betty Crocker Para Spanish-language, Catalog Tu Hogar market, many large retailers invest more than 20% of their marketing Comcast Northern NA Spanish. Educate Latinos about the value of California on demand, the “Cable Latino” video pack- budgets in custom publishing. age, and benefits of Comcast High-Speed Recent projects in the Hispanic Internet for families. custom publishing arena include Fisher Price (Mattel) Jugando a Crecer Spanish. Stresses the importance of play in Latina Magazine’s (Latina Media the early years of life, provides information about early childhood development Ventures, circ. 400,000, monthly, bilingual) recent agreement to produce NBA NBA en español Spanish. Supplement on Latin Baseball Stars three custom publications for Unilever. Procter & Gamble Avanzando con tu Billingual. Education. Health. Tradition and The publications will be bilingual and Familia Home will provide an editorial environment Sears, Roebuck & Co. Nuestra Gente Recipes, Sears for Unilever’s beauty brands. Target La Familia Spanish. Family, education, tradition, advice Additionally, Casa y Hogar (Hogar Telemundo Viviendo en USA Spanish. Issues related to immigration, Latino, Circ. 867,000, bimonthly, family, labor, personal finance and education. Spanish), made arrangements to produ- Direct (DirecTV, Pampers, Shared Mail Bilingual. Pregnancy and parenting ce a custom publication for home loan Fisher Price) Editorial product lender Countrywide Financial Corp. (Todo Bebe) The articles, which will be provided by Education, job enrichment, standard of living, Casa y Hogar, will cover how to buy a personal safety and security first home, how to take advantage of Visa Vias Spanish. Effort to provide basic financial the value of your home, and a practical education. guide to home mortgages. The custom Wal-Mart Viviendo (Living) Spanish. Profiles of Latino leaders and publication will feature both the Casa y celebrities. Hogar and the Countrywide Financial logos on the cover. Commenting on Casa y Hogar’s foray into custom publishing, Filiberto Fernandez, publis- NOTE: For an in-depth report (including data about contacts at spon- her of Casa y Hogar, noted, “The idea is to help U.S. companies reach sor companies, circulation, frequency, distribution model, content, Hispanic consumers in the most rele- size, advertising strategy and publisher commissioned with project) vant way possible through custom about more than 30 custom publishing projects targeting Hispanics, publishing. And that is what we are doing.” please e-mail [email protected] or call (212) 685-4441.

5 News and Trends

ADVERTISERS RECOMMEND emphasized the importance of in- FRONTERAS PARTNERS WITH PUBLISHERS DO THEIR depth research about each publications NEWSPAPERS IN UTAH, HOME-WORK... use by shoppers. GEORGIA, AND FLORIDA In a panel on print media buying Fronteras, the Spanish-language during the 2006 National Association ...AND SEE A HUGE GROWTH weekly newspaper produced by a joint of Hispanic Publications Convention OPPORTUNITY. venture between Danilo Black and & Expo that took place in March in During a panel session called Universal Press Syndicate, recently Las Vegas, Marsha Lawrence, print “Client Forum- Getting it Right,” that expanded into the Utah, Georgia and media manager at Best Buy Corp. took place during AHAA 20th Semi Florida Markets. The first edition of advised publishers to work hard to get Annual Conference (Los Angeles, Fronteras was published on April 7th as advertiser’s attention. In particular, she early April), Rosalinda Markels, a stand-alone by The Salt Lake recommended that publishers answer Franchise Director at McNeil, a con- Tribune (published by the Newspaper the following questions when presen- sumer & specialty pharmaceutical Agency Corporation – publisher of ting their publication as a viable adver- company owned by Johnson & The Salt Lake Tribune and Deseret tising vehicle to retailers. Johnson), noted that “the Hispanic Morning News, circ. Sunday 151,000 -How does the distribution geo- market is the biggest growth opportu- and daily 131,000 ABC audit 2004). graphy of the publication align with nity” for her company. She added that Additionally, Fronteras recently was store locations? McNeil annually spends between 7% introduced in the Bradenton (Florida) - How does the Hispanic market and 9% of its advertising budget in market. Sources at Fronteras tell spend in the advertiser’s product/servi- Hispanic advertising. She noted that it Portada® that the partner newspaper ce categories? is crucial for Johnson & Johnson’s there is the Bradenton Herald (circ. - How does the advertiser currently strategy to target Spanish-dominant between 10,000-15,000). serve the Hispanic market (In-store, consumers. Conill Advertising is Fronteras was recently also introdu- shopper demographics? McNeill’s Hispanic advertising agency ced to the Macon (Georgia) market - Audience reach vs. other media of record. Rick Marroquin, Director of through a partnership with the Macon (TV, radio etc...), Audience reach vs. Marketing – US Hispanic, McDonald’s Telegraph (circ. 5,000). non-Hispanic newspapers. Corporation, noted that one of the Fronteras is now published in 15 Lawrence pointed out that main opportunities for the Hispanic markets. As of the beginning of April, Hispanic newspapers should expect to advertising industry is the “diversifica- the total circulation of Fronteras, both charge lower rates than general market tion of media vehicles.” He noted that as newspaper insert and stand-alone newspapers, because their publications McDonald’s is reducing its TV bud- editorial product was over 200,000. are a supplement to general market gets and increasing its Internet and Fronteras combines lifestyle stories with buys. However, Robert Armband, print media allocations. “Event marke- national and world news as well as cus- Publisher of Chicago’s La Raza noted ting is an important part of our stra- tomized local news, events and infor- that Hispanic publications are the tegy”, says Martha Kruse, Multicultural mation. Editorial content is produced “primary buy” in zip codes that are Manager at The Home Depot. by a joint venture between Danilo heavily penetrated by Hispanics. Additionally, Best Buy’s Lawrence (continues on page 8)

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News and Trends

(continued from page 3)

Black and Universal Press Syndicate. share of ad-spending going to Hispanic city road show promoting to agencies”, Each weekly edition allocates eight magazines by pooling corporate resour- Chuck McCullagh, Senior Vice pages to national and local advertise- ces to fund a marketing/media mix President, Membership Services, told ments, which are sold through the accountability study using a case his- Portada®. Organizations spronsoring local partner newspaper. tory approach. Reader’s Digest the project include MPA, People en Selecciones, People en Español, Español, National Hispanic Press Meredith Hispanic Ventures and Foundation, Meredith Hispanic MPA POSTPONES HISPANIC Televisa, were interested sponsors. Ventures, Selecciones, Latina, AARP MAGAZINE ADVERTISING On the advertiser side, selected Segunda Junventud, Editorial Televisa ROI STUDY... brands from major marketers in the and Muevelo. “We decided that the market is not area of OTC or CPG brands such as ready generally speaking for a ROI P&G, Kraft, J&J, Unilever, Colgate study,” says Charles McCullagh, or Campbell Soup were approached to LLEWELLYN BOOK PUBLISHERS International Director at Magazine participate. None of these companies LOOK TO HISPANIC MARKET Publishers of America. Reasons are showed enough interest. In order to get FOR GROWTH varied, according to McCullagh: a reasonable model operational, MPA Llewellyn Book Publishers, a com- “There is not enough activity on the needed an advertiser that has a schedule pany devoted to mind, body, and spirit part of most obvious brands, there is of advertising running pretty much titles, is continuing to expand its mar- some concern that the process is not throughout the year with roughly 10% ket-reach to appeal to Hispanic blind, which is to say that data would of their spending in magazines, or a les- audiences. The company, founded in not be kept confidential (we have ser percentage, but larger spending allo- 1901 in St. Paul, MN, publishes titles shown this not to be of concern in our cation overall. both in English and in Spanish, and general market research), and that there promotes these titles through print and are more pressing needs in the sector ...BUT THERE IS GREEN LIGHT FOR online media. The company began than ROI research. We are still open to HISPANIC READERSHIP STUDY publishing Hispanic titles in 1995 and this research and a few companies such A group of organizations led by they currently account for 5.4% of as Toyota are still considering it. But as Magazine Publishers of America are total sales. a matter of policy MPA and all the sponsoring a new Hispanic readership Llewellyn has a bi-monthly consu- major Hispanic publishers are now study. 5,000 Hispanic readers will be mer magazine – New Worlds – that outlining a study that addresses engage- interviewed nationwide. “We have at goes out to 43,000 consumers and is ment, cultural relevance and the like.” least 9 companies involved and MPA’s goal was to increase the Synovate is the vendor. We'll have 5 (continues on page 10)

National Print Advertising Campaigns Targeting Hispanics

BRAND Company Agency Period Vehicle Comment

McDonald's McDonald's Burrell & Rivero Messianu 2006 Internet & Print Company will increasingly use the Internet to target Hispanics. Print in bilingual newspapers

USTA USTA Abece 2006 Internet & Print To advertise in SI Latino & ESPN Deportes

Movie: “Gol” Disney Internal MKTG Dept. 2006 Print Disney to focus on Newspaper ad-buys

Unilever Unilever MosaicaMD/Mindshare 2006 Print, Radio, Event Raising Hisp. ad budget by 42% to $27.4 Million

Cingular, DirecTV BellSouth Bromley 2006 Print, TV, Radio Focus on bundled services

Home Depot Home Depot Heinrich Hispanidad/ 2006 Solo Mail Promotes Home Depot credit card Catamount Group

CVC CVC Abece 2006 Print Increasing Hisp. print allocation

Verizon Verizon Wireless Moxie Interactive 2006 Print, TV, Radio Focusing on NYC Hispanics.

DNC DNC Internal MKTG Dept. 2006 Radio DNC lashes out at Republicans

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News and Trends

distributed free at 200 bookstores. “We lists of stores that have Spanish-langua- Suenos, by Migene Gonzalez-Wippler also reach the trade with catalog mai- ge sections. In addition to its regular are doing well,” says Rogers. lings, bi-monthly e-newsletters and ads website (http://www.llewellyn.com) the in “Criticas” supplements that appear company also has a Spanish-language in Library Journal,” says Jerry Rogers, version of the site (http://www.llewelly- SPANISH BREWERS ENTER Llewellyn’s marketing manager. nespanol.com) where they promote U.S. MARKET The company coordinates catalog- their Hispanic titles. “Right now our Spanish brewers Mahou and mailings to bookstores using in-house two dream books – Diccionario de los Damm, the companies behind beer lists and also by periodically purchasing Suenos by Mario Jimenez-Castillo and brands Mahou Cinco Estrellas and Estrella Damm are entering the U.S. beer market. Estrella Damm will pro- mote its image around the idea of “Barcelona” (Catalonia, Spain), the city where Damm is headquartered. The market for imported beers is becoming increasingly competitive in the U.S. Heineken Premium Light, was introduced by the U.S. division of Dutch brewer Heineken. Heineken Premium Light will be the second light beer sold in the U.S. by Heineken, joi- ning Amstel Light, introduced in the 1980’s. Additionally, Anheuser-Busch signed a deal to become the United States importer of brands sold by ano- ther Dutch brewer, Royal Grolsch, which is bringing out Grolsch Light Lager in five states. The deal is effecti- ve in January 2007. Brewers are significant advertisers in Spanish-language media, including Hispanic newspapers and magazines. The Hispanic campaign for Heineken Premium Light was created by Vidal Partnership in New York.

METROSUBURBIA REPRESENTS NEW JERSEY’S NUESTRA COMUNIDAD Newspaper ad-sales representation company Metrosuburbia recently gained the representation mandate of New Jersey Spanish-language weekly Nuestra Comunidad, a Spanish-language weekly published in Central New Jersey by ’s Home News Journal. Metrosuburbia now represents three Spanish-language newspapers in New Jersey. The two others are: El Nuevo (Hudson, Essex, Passaic and Union County, NJ, published by El Nuevo Group, circ. 87,313, delivered every Thursday) and Su Guía (delivered every Friday in Bergen and Passaic Counties, circ. 33,355). El Nuevo, Nuestra 10 News and Trends

Comunidad and Su Guía reach more with internet advertising on independent Spanish-language direc- than 600,000 newspaper readersin New Yellowpages.com. This allows adverti- tory company has agreed to acquire El Jersey’s Hispanic communities. sers to customize their programs Directorio, a Los Angeles Spanish throughout the year and implement Yellow Pages directory. The Los promotional offers on the website. Angeles area is the largest Hispanic DO ADVERTISERS PREFER market in the United States, with over WEEKEND NEWSPAPERS? ... AND ENLACE BUYS LOS 9 million Spanish-speakers. Enlace will La Voz Fin de Semana, a publica- ANGELES EL DIRECTORIO... tion launched in October 2005 by Enlace Spanish Yellow Pages, an Ashland Publishing, LLC, owner of La Voz, a weekly Spanish language publication in Arizona, has been suc- cessful in attracting advertisers. “Advertisers seem to like weekend publications,” sources at La Voz told Portada®. La Voz recently obtained the Target and Best Buy accounts. Ashland Publishing, LLC, owned by Gannett and publisher of La Voz, a weekly Spanish language publication in Arizona, announced the launch on November 12 of La Voz Fin de Semana, a new weekend home-delivered edition. Each Saturday, La Voz Fin de Semana is delivered to 60,000 homes in the Phoenix metro area with a com- bined 85% Hispanic household pene- tration. After deciding to publish a weekend edition La Voz now publishes twice a week. La Voz, which also publishes the weekly La Voz de Tucson, has a combined distribution of 135,000 copies and is audited by VAC (Verified Audit Circulation). La Voz Fin de Semana, features news and information on shopping, leisure, social life, entertainment, movies, sports, local events and activities, home buying tips, interior decorating ideas, church events and obituaries.

VERIZON YELLOW PAGES LAUNCHES NEW HISPANIC YELLOW PAGES IN SOUTH FLORIDA... Verizon announced the latest move in its national expansion strategy with the launching of a new 6-by-9 inch Spanish-language telephone directory. The directory will feature a special food and drink guide, a menu pages, and a coupons section. The company is touting its additional advertising options, such as complementing tradi- tional print yellowpages advertising 11 News and Trends

New Launches

TITLE Location Publisher Frequency Circ. (In Content Distribution thous.)

Noticias Libres Arkansas Arkansas Democrat Weekly NA Sports, News Newsstand Gazette Entertainment

Pasos Atlanta Atlanta Journal Weekly 35 Better Living Retailers, Racks, Home delivery Constitution

Fútbol Mundial National Sensación Marketing Weekly 220 Sports Racks, Home delivery USA Creatives/ Gannett

El Tiempo Latino Delaware Gabriel Blanco Weekly 5 Community News Grocery, Community Centers

La Raza del Everett, WA The Herald (Washington Weekly 20 News/ Entertainment Retailers/ Racks, Subscription Noroeste Post Co.)

El Especialito New Jersey Antonio Ibarria Weekly 165 Community News Retailers/ Racks, Subscription Union

El Vecino Minnesotta´ Renan Cruz Monthly Local News/Interest Racks, retail stores

Toda Mujer National Health Spring Comm. 2/Yr. (Change 1000 Health Subscription, Health Care Providers in Frequency)

Estamos Unidos National NA Monthly NA News/Info Allstate; Wal-Mart

Crónicas Northern NA Bi-weekly NA Local News/Interest Racks, retail stores California

FOCUS ON: 'S NEW STRATEGY publish directories for Orange County, Los Angeles, Riverside and the San A Q&A with Edward Schumacher-Matos, CEO and Editorial Director of Rumbo Fernando Valley, reaching close to 1 million in distribution annually. The Q: Why did you decide to close your Austin even more stress on our high quality and first Southern California directory edition? Will you replace it with another enterprising editorial coverage. edition? under the Enlace name will publish A: We are concentrating our resources on Q: What type of advertisers do you think this fall. The former owner and team strengthening Rumbo's presence in will benefit the most from your change? of El Directorio will join Enlace and , San Antonio and the Rio Grande A: This change allows us to increase rea- Valley. These markets are identified as the dership and market penetration. All adverti- will continue to oversee the Los most important for the growth of the chain sers are welcoming this change because it Angeles area directories. Enlace now and represent three of the top 10 Hispanic translates into more response and bigger publishes 21 directories in Alabama, markets in the country. numbers on the select days they want to advertise. Arkansas, California, Connecticut, Q: We understand that you will diminish Florida, Georgia, Indiana, Kansas, frequency of your editions. But will you Q: What % of your total ad revenues comes increase circ? from regional advertisers? Kentucky, Louisiana, Missouri, A: Yes, In Houston, circulation will be boos- A: “Texas advertisers are very important in Nevada, North Carolina, Ohio and ted to 230,000 copies on a weekly basis with our total mix of advertising. With these Tennessee. With the acquisition, the following breakdown: 30,000 copies on changes in penetration and readership, we Monday and 100,000 on Wednesday and believe that they will continue growing.” [% Enlace will publish and distribute close Friday. In San Antonio, copies will be incre- is N/A at this time] to 2.5 million directories annually. ased to 120,000 on a weekly basis as Enlace also announced that Neil follows: 20,000 copies on Monday and Q: Will you launch new supplements? 50,000 on Wednesday and Friday. The Valley A: “Yes, as a matter of fact we are looking Boyles recently joined the Enlace team edition will come out on Fridays with a dis- for sponsors of supplements in different to oversee several East Coast markets. tribution of 60,000 copies. The three news- content categories. Sports, education, Boyles brings 14 years of directory papers are being audited by CAC for Q1- health, food, personal finance are examples 2006. of the supplements planned for this year.” experience from BellSouth Yellow Pages, Yellow Pages, and Q: How do you think the Rumbo reader will Q: Are you looking to acquire any newspa- Magnolia Publishing. (For more react to your new strategy? pers in Texas or other markets? A: Readers are welcoming the fact that A: “We continue very interested in expan- information read (“A Hispanic Yellow Rumbo is free in the streets. We will conti- ding Rumbo to other markets. All these Page Consolidator Speaks-Out”, nue to deliver our high quality of editorial changes in our strategy are looking forward content and this change will allow us to put to continue growing.” www.portada-online.com October 31 2005).

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...WHILE HYP NETWORK According to the licensing agree- hed in 1990. It belongs to Sweden’s EXPANDS HISPANIC YELLOW ment it entered with Meredith, Spain’s Bonnier Publishing Group. Bonnier PAGES INTO SOUTH FLORIDA Globus Comunicación will also publish has a staff of more than 11,000 emplo- The HYP Network has announced Spanish versions of books based on the yees in Sweden, Denmark, Finland and its plans to launch its new Directorio Better Homes and Gardens Big Book Norway, as well as in other former en Español yellowpages to South of Home How-To. These materials will USSR republics, Germany, France and Florida. This move is an extension of also be available for Meredith to share Spain, it publishes general and econo- their current market presence in Tampa with U.S.-based Hispanic readers. and Orlando. HYP had previously been Globus Comunicación was establis- involved in placing national advertising with Miami en sus Manos and Broward en sus Manos, but now those efforts are being handled by those publications. HYP has also announced the hiring of Jason Mizrachi as General Sales Manager to head up operations in S. Florida.

MEREDITH TO PUBLISH DIABETIC LIVING FOR HISPANIC MARKET Meredith Corporation will introdu- ce a Spanish version of Diabetic Living, an English-language magazine offering health and lifestyle information, into the Hispanic market. The publishing house announced a licensing agreement with Globus Comunicación, a Spanish magazine publisher based in Madrid (Spain). Globus will publish a Spanish- language version of Diabetic Living. A part of the new magazine’s circulation will be distributed in the U.S., Patrick Taylor, Meredith Executive Director Publishing Group’s Communications, tells Portada®. The new Spanish-lan- guage publication will take content from Diabetic Living (circ. 350,000, quarterly) - a mix of recipes and infor- mation on exercise and general health - and make it culturally relevant to Spaniards and U.S. Hispanics. Taylor added that the launch date and the name of the new publication has not been determined yet. Hispanics have a high rate of diabe- tes (approximately twice as high as the general U.S. population). The only publication in the market exclusively targeting Hispanics is Diabetes Forecast en español (published by American Diabetes Association, quar- terly, circ. 100,000). Diabetes Forecast en español is direct mailed to Hispanic members of the American Diabetes Association. 13 News and Trends

mic newspapers, magazines and books. newspaper. numerous awards since it was founded It also produces material for television, “Our experience of two and a half in the fall of 2003. opera and radio stations and provides a years in San Diego County has indica- With this change in its circulation, financial information service. ted that Mondays and Fridays are pre- Diario San Diego recently started to Globus Comunicación publishes cisely the days that our publication is broadcast its weekly radio magazine home-decoration magazines (Diseño read most and has the most acceptances titled En Voz Alta on Radio Hispana Interior, Casa & Campo, amongst the Spanish-anguage readers”, 1470 AM, in which the editorial team Propiedades, Brico, Mi Jardín, said Jose Santiago Healy, Diario San lead by its president and publisher, José Plantas en Casa, 20 Casas), health Diego's president and publisher. Santiago Healy, analyze the latest natio- and beauty magazines, (Vive, “We at Diario San Diego have taken nal, local, sports and entertainment Psicología, Cuerpo de Mujer, the decision to concentrate our efforts, news in long live production. Prevenir, Embarazo Sano, Pelo New resources and dedication in producing Diario San Diego will continue with Look, Cocina Ligera, Guía del Saber editions with even greater in depth its daily news coverage throughout its Vivir, Yoga Journal), and hobby rela- information two days a week”, Healy web page at and will continue as well ted publications (On Off, Edge). added. The publication will increase its with its weekly participation on the San circulation to 30 thousand copies on Diego Reader section called La Semana Fridays and fifteen thousand on en Español which highlights the tops DIARIO SAN DIEGO SWITCHES Mondays towards the end of 2006. At stories in Spanish inside the highest cir- TO TWICE WEEKLY the same time Diario San Diego will culation magazines in San Diego Diario San Diego (Healy Media, introduce even more attractive and County. (For more information, read circ. 8,000, Spanish) announced that quality information that the readers “Market profile San Diego: “San it now will be published Mondays have grown to be accustomed to and Diego’s Hispanic media cater to readers and Fridays. It formerly was a daily that has made the publication receive and businesses on both sides of the bor-

14 News and Trends

der”, page 31 Portada® No. 20, March/April/May 2006). ...TARGETING THE YOUNG AND EDUCATED What Metro does is deliver young, educated, male and female professionals to our local, national, and international BRITISH YELLOW PAGES PUBLISHER YELL BUYS advertisers, and we typically do it at a premium to our free SPAIN’S TPI sheet peers.” (For more information see “Making print media Yell Group Plc, the publisher of Yellow Pages directo- more affordable: Are low-priced newspapers the key to suc- ries, agreed to buy Telefonica Publicidad e Informacion cess in Mexico and the US?”, page 1, Portada® Nr. 3, May- SA, the Spanish directory company controlled by June 2003). Telefonica SA, for 3.07 billion euros ($3.85 billion). Yell will also assume about 220 million euros of debt, the company said. GOOGLE TO PROVIDE TECHNOLOGY AND ADVERTISING TPI has a significant presence in Spain, Latin America SERVICES TO LATIN AMERICAN NEWSPAPERS and Italy. In 2004 it had revenues of 608 million euros Argentina's La Nación newspaper and Chile's El Mercurio (US$ 772 million) and Earnings before Interest Taxes newspaper will incorporate Google search technology into their and Ammortization (EBITDA) of 210 million euros websites. The keywords will be sold by US Media Consulting a (US$ 267 million). In 2004 Latin America contributed to Miami based Internet ad sales company, Bruno Almeida, ad 20% of TPI’s revenues and to 14% of its EBITDA. sales director of US Media Consulting, tells Portada®. In Spain TPI owns Paginas Amarillas, Paginas US Media Consulting's partnership with Google will roll out Blancas, Pack Nueva Vivienda, Europages, NAN in the next few months through deals with newspapers in Construccion, Distribucion Directa, NAN Hosteleria, Argentina, Chile and Uruguay. “These will be our three initial On-Line). In Brasil TPI publishes Guia Mais, Guia Mais markets. After that we are going to roll out to other Latin de Bolsillo and has an online presence for these directories. American markets”, Almeida adds. In Chile TPI produces Las Amarillas de Publiguias, US Media Consulting sells advertising to U.S. Hispanic and Guia Comercial Alfabetica, and has a online presence regional advertisers for 11 Latin American newspaper websites, for these directories. On-line, Peru (Paginas Amarillas, the majority of them owned by Grupo Diarios America, a Paginas Amarillas de Bolsillo, and has an online presen- Miami based organization that represents major Latin American ce. In Italy, TPI has phone information services and in newspapers in the U.S. Argentina it publishes Paginas Doradas.

METRO INTERNATIONAL EXPANDS INTO MEXICO-CITY... Metro International S.A. (a Scandinavian company that among other titles publishes Metro Philadelphia, Metro-Boston and Metro-Santiago de Chile) announced plans to expand its franchise into the world’s second-lar- gest metropolis, Mexico City. Publicaciones Metropolitanas, S.A. de C.V. is the name of the com- pany that has been established to handle operations in Mexico. The venture is a three-way partnership between Metro International, which will command 35% owners- hip, with 35% owned by MXSHARES, S.A. de C.V., and 30% by Immobilaria Torraco, S.A. de C.V.”As the paper has not yet been launched, there are no advertisers to speak of,” says Rob Newman, investor and press rela- tions contact. “But our traditional model is to offer local, national, and international route to market for our adver- tisers.”Metro’s Mexico-City circulation is not yet certain, but the company’s preferred strategy is to be the biggest player in each of its markets, and they are estimating a 130,000 daily distribution at the outset, with hand-distri- bution and selected racks. Newman also explained what distinguishes Metro from other free publications: “Metro’s marketing model is to offer local advertisers targeted reach and superior demographics.

15 Sports Marketing

(continued from page 3)

Petroleum Company to commemorate the influence that because it is an experience that people will remember in a Latino’s have had on the game. The campaign consists of fundamental way. Still, I think, in general, that baseball is two nationally-touring exhibits that will let visitors view arti- the most under-utilized sport in terms of capturing Hispanic facts and listen to various broadcasts relating notable marketing dollars. MLB will tell you that they have a moments involving Latino players. Anthony Eros, President Hispanic marketing platform, but they really don’t. Not yet of event-marketing firm Latino Sports Marketing, says, “This anyway.” is an interesting campaign because it is a grassroots effort In Spain and Central / South America it is “el fútbol” that gains exposure on a national level. It resonates with the (soccer) that is by far the most popular among sports. And audience more than simply buying airspace on TV or radio, Latinos living in the US look to soccer as a way to stay con- nected with their homelands. As a result, many advertisers see this as an ideal way to reach out to the Hispanic commu- nity, particularly in the lead-up to the Soccer World Cup this June. Beck’s Beer also launched a multi-faceted campaign, including print advertising and soccer viewing parties, as well as giving away four trips to Germany, where the World Cup is being held this year.

The advantage of soccer “The great thing about soccer from an advertiser’s stand- point is that so often it is one country against another,” says Eros. “If you want to go after the Mexican consumer, you advertise with Team Mexico. One program can reach 75- 80% of the market. With baseball you might need to execute ten programs to capture the same market-share.” Seeking to capitalize on the soccer fervor stirred up by this year's World Cup, Heineken's grassroots marketing initiative, Copa Tecate, a network of adult Hispanic amateur soccer leagues, is an advertiser in Hispanic print media. Ad agency Grupo Gallegos undertakes local print advertising initiatives to promote the event and drive people to come and participate in it. Efforts are particularly important in markets where Copa Tecate will be appearing this year, including the Sacramento, Chicago, and Dallas/Houston markets. Last year, Copa Tecate ran more than 300 place- ments on print, radio, online and television in both English and Spanish-language media for the 2005 Copa Tecate. Last year's Copa saw more than 45,000 players participa-

16 Sports Marketing

ting in 22 cities across the country. It more acculturated Hispanics, mainly in television. was witnessed by more than two English-dominant males between 18- However, as Gordon Borrell, presi- million people who attended the games 26 years of age. dent of Borrell Associates, a media re- and were exposed to the product. In search firm, told Portada® in 2003 a 2006, there will be 64,000 players sports publication targeted to Hispanics competing across the country. The mediums... Event marketing firm Latino Sports Hispanic Sports Marketing efforts Marketing is heading up publicity have been and remain heavily weighted efforts and is including appearances by famed soccer players such as Manuel Negrete, Aldolfo Rios, and Claudio Suarez, among others. Fans have the opportunity to witness the competition as local qualifying matches begin in February and continue through early June, with the top 20 teams entering a round robin that will advance to the 2006 national championships held in Dallas in August.

Dark cloud over boxing Boxing is a sport that is immensely popular among Hispanics, owing in part to the strong Latino presence in the sport. However, it seems that scan- dal (E.g. Tyson/Holyfield fiasco) and a general perception of the sport as exce- edingly violent has kept advertisers from investing heavily in the sport. As Mario Flores, Partner and Managing Director of Sportivo PR firm puts it, “There is truly a dark cloud hanging over the sport from a marketing pers- pective that keeps advertisers from wanting anything to do with it.” Football and basketball are sports that are beginning to garner interest among advertisers looking to reach

17 Sports Marketing

“might hit a sweet spot.” Borrell added 1,000,000 copies, through rack, special Portada® that Fútbol Mundial USA's that in a “typical, daily newspaper events and subscriptions, it is one of advertisers will be mostly general mar- CPMs run in the $18-$30 range. A tar- the largest Spanish-language soccer ket advertisers but some advertising will geted print publication, such as a titles in the USA. It is distributed be cross sold from Fútbol Mundial and Hispanic sports publication, might get through many of the largest Hispanic Béisbol Mundial. “We're taking a natio- as much as 50% more.” (See “Sports newspapers, including La Opinión, nal Spanish language magazine and magazines and newspapers, Will sports Hora Hispana, La Raza and Al Día crossing it over to the general market. publishers shout goooooool?”, page 8, (Dallas). Its typical reader profile is a The decision to do so is completely Portada® No. 2, March-April 2003.) Hispanic male between 18-49 years market driven and research based. Publishers seem to agree with old. Its host of premier advertisers, English speaking soccer fans and Borrell. There has been an increase in including Coca-Cola, DirecTV and the English dominant Hispanics are starved the number of sports publications in US Army, shows that the nation’s top for Soccer coverage from different pers- the last 3 years. advertisers regard sports marketing as pectives, especially the Latino perspecti- As Publishing Director Rich Russey an effective vehicle to reach the ve,” Sención adds. of Sports Illustrated Latino put it, “Until Hispanic market. very recently, there weren’t many other Sensación Marketing Creatives is options available to advertisers.” SI also publishing Béisbol Mundial (bi- More sports magazines Latino itself launched just last April monthly, Spanish, circ. 1,000,000) and Fox Sports en Español is another with a controlled circulation of recently launched Fútbol Mundial USA, major Spanish-language sports publica- 500,000 copies. The advertising appro- an English-language publication, which tion with a monthly circulation of aches contained within range from will be inserted in 220,000 copies of 750,000. It is distributed nationally as sports-oriented advertising from sports- USA Today’s Sports Weekly. an insert in many Spanish-language oriented brands such as Gatorade, to USA Today's Sports Weekly, publis- newspapers, including Hoy (L.A., NYC, unrelated ads that are merely looking to hed by Gannett, will carry Fútbol Chicago), La Voz (Houston), and Al target the young Hispanic male demo- Mundial USA on an exclusive basis Día (Dallas-Ft. Worth), among others. graphic. starting with the 2006 World Cup. ESPN Deportes La Revista is another The landscape is changing, with 60% USA Today's Sports Weekly's circu- popular Spanish-language sports maga- more Spanish-language publications lation comes from the newsstand. It is zine. It is published by Disney and and online outlets launching every day. available at over 50,000 newsstands Editorial Televisa and has a monthly One such publication is the across the country. “What we are doing circulation of 55,000 (mostly news- Spanish-language magazine Fútbol here has never been done before in the stand sales). Mundial, published by Sensación US print space,” says Publisher and en español is a Creative LLC. With a circulation of - Founder Félix Sención. He tells bilingual insert that comes out three

18 Sports Marketing

times a year with a circulation of 1.1 sports marketers are looking online Carlos Cabán, Editor of million. It is inserted into the New York more and more is because the data is so ESPNdeportes.com. And business is Daily News and 7 major Hispanic mar- specific regarding the audience. All of brisk: Cabán estimates that the website- kets. Its main advertisers are in the their activity is traceable, so we know ’s traffic has increased by 900% in the automotive and beverage categories. what is generating interest among how past three years. While Fútbol Mundial, Major many people, etc. These are invaluable ESPNdeportes.com stands as the League Baseball en español and Fox insights for marketers as it allows them largest online destination for Hispanics Sports en español, are mostly published to reach their target demographics in as inserts in Hispanic newspapers, Gol ways they never could before,” says USA Deportivo is one of the few inde- pendently distributed sports newspa- pers. Gol USA Deportivo is a 100% Hispanic owned company based in Woodside NY. Launched in 1993, Gol is published in tabloid format every Monday and has a circulation of 73,900 copies, more than 50% of which are sold in New York City and the rest in suburbs of New York and other states in the Northeast. It has a small distribution of 4,000 in Florida. Its main content is soccer (particularly the Latin American premiere leagues) and it is read primarily by Hispanics (primarily men 18-54 years old) of Colombian and Mexican origin. According to GOL USA Deportivo, there are nearly 20 million people living in the New York Metropolitan Area, making it the largest market in the country. “Out of that total it is estimated that there are more than 4 million people with an emotional con- nection to the sport of soccer - through their own participation, a family mem- ber's participation or their affiliation with a country rich in soccer culture.

Online opportunities Another important outlet for adver- tisers looking to reach Hispanic sports fans is online. One reason why is because many sites offer creative adver- tising products such as sponsorship of certain content, or giveaways. ESPNdeportes.com has a number of such programs in place. Texaco, for instance has a fixed banner on the web- site which shows the play of the week. Heineken has an ad on the site offering a trip to Paris for the UEFA Soccer Champions League Final. “I think one of the reasons why

19 Sports Marketing

seeking Sports coverage, posting 3.5 million unique visitors a month, and a yearly total of about 5 million unique visitors. Typical CPM rates on ESPNdeportes.com range between US $10-20, based on whether the ad is R sport specific or run-of-site, the latter being a cheaper option. Products & Services

DIRECTORY OF PRINT MEDIA BUYERS Websites for Spanish-speaking An essential tool for your ad-sales effort! It's easy to find advertising agen- audiences are expanding cies, but much more difficult reach the print media buyers within those agen- SportsYA, a producer and distribu- cies and find out which brands they represent. Portada®'s new directory tor of Spanish sports content, recently includes the names, phone numbers and accounts of the 1,000 most important signed an agreement with Hispanic media buyers of print media targeting Spanish-speaking audiences. Media, Inc. (HMI), a result of the Permits users to search and manipulate data quickly and easily. US $1,200 per merger between Planeta Networks and copy, 20% discount for Portada® subscribers. To order, fill out the online order form at http://www.portada-online.com/products.aspx?cid=4, or call Batanga.com, to become its official 212-685-44-41 sports channel. Through this agree- ment, 2.5 million monthly unique DIRECTORY OF PRINT MEDIA BUYERS SUBSCRIPTION users of HMI will have access to the (4 annual updates) most extensive sports coverage produ- Keep abreast of recent changes and new accounts! ced by SportsYA. With a Directory of Print Media Buyers subscription, you will receive a new, For Daniel Canel, President and fully updated directory each quarter (4 total), plus a quarterly report on new CEO of SportsYA, “the alliance makes accounts and accounts that have changed hands, including the names and con- tact information for media buyers handling the accounts. US $3,000 per annu- us all strong; it allows SportsYA to con- al subscription, 20% discount for Portada® subscribers. To order fill out the tinue expanding it sports coverage and online order form at http://www.portada-online.com/products.aspx?cid=4 become a stronger supplier of content or call 212-685-44-41 for different media outlets, from inter- net to television, from radio to mobile. DIRECTORY OF 300 PUBLICATIONS This is one more vote of confidence Comprehensive and up-to-date information on more than 300 publications that supports the high quality journa- targeting Spanish-speaking audiences. Classified by name of publication, pub- lishing company, name of publisher, frequency, circulation, type of content, listic content of SportsYA.” reader profile, CPMs, main advertising categories, distribution strategy and “Our focus on passion-driven onli- more. Permits users to search and manipulate data quickly and easily. US $895 ne content for U.S. Hispanics led us to per copy, 15% discount for Portada® subscribers. To order, fill out the online SportsYA as a natural partner in the order form at http://www.portada-online.com/products.aspx?cid=4 or call sports arena. Furthermore, this alliance 212-685-44-41 is another step in consolidating Batanga.com as the premier online des- CONSULTING/RESEARCH SERVICES Unanswered questions? Need more detailed information on subjects covered tination for US Hispanics” said Rafael by Portada®? E-mail us at [email protected] or call 212-685- Urbina, founder and CEO of HMI. 44-41. We can provide clear cut, cost effective answers.

PAST ISSUES Who’s advertising? Did you miss any news or insightful commentary on the events and issues The short answer is: Everybody. shaping the business of print media for Spanish-speaking audiences? Past issues Automotive advertising is huge in of Portada® contain a wealth of useful information for publishers and print Hispanic sports advertising. The top media buyers. To order a past issue, fill out the online order form at http://www.portada-online.com/products.aspx?cid=4 or call 212-685-44- two advertisers with SPNdeportes.com 41. We will send you the issue you request for just US$ 20. are both car companies: Dodge and Toyota followed shortly thereafter by REPRINTS Hyundai and Volkswagen. Ford Do you need convincing tools to sell advertising more effectively? Motors has a rather bold print cam- Portada®'s high quality coverage and in-depth articles are perfect for the job. paign for its Ford Mustang. To discuss rates for reprints, please email us at [email protected] Beer companies are also competing or call 212-685-44-41.

20 Sports Marketing

in this arena, sponsoring trips and give- with the demographics.” However, the United States Tennis Association aways (Becks/Heineken), and hiring (USTA) is starting a campaign targeting Hispanics this year. Print media buying sultry models for full-page ads has an important role in USTA's advertising strategy. It will advertise in ESPN (Budweiser). Deportes and Sports Illustrated Latino. Miami-based Abece is USTA's Hispanic Wireless is very present on the scene advertising agency. with Sprint, Verizon Wireless, and Cingular all presenting Spanish-langua- Alex Andrews ge print campaigns Insurance companies are not being left out either, with State Farm being a top advertiser with ESPNDeportes.com and Allstate conducting a print cam- paign, albeit not a particularly creative or Hispanic-oriented one, owing to the fact that it is more or less a translation of its general market initiatives, reading: Allstate. “Usted está en buenas manos.”

Trends: event focused In examining the overall sports marketing picture for Hispanic audien- ces, it is important to take a step back and see what trends are emerging. One general trend that ESPN Deportes’ Carlos Cabán points to is that adverti- sers are not focusing their efforts so much on particular sports as they are on particular sporting events: “Instead of sport-specific marketing, it’s event- specific,” says Cabán. (for more infor- mation see “Hispanic Media bet on events to drive revenues”, page 3, Portada® No. 20, March-April 2006). Tangential to this trend is another one that Sportivo´s Mario Flores sees emerging: that of unofficial sponsors capitalizing on high-profile sporting events to gain market exposure, while not investing such large sums. For ins- tance, Verizon Wireless has partnered with Univision to offer highlights from this year’s World Cup on all V-CAP enabled phones, even though it is not an official sponsor of the event.

Catch-up potential Despite all of the growth that the Hispanic sports marketing has seen, advertisers are not spending proportio- nately to the market’s size and poten- tial, or as Rich Russey of SI Latino put it, “The dollars have still not caught up 21 Mexico

(continued from page 4)

and advertising markets. Editorial Publishers face similar challenges in the U.S. and Mexico Expansión owns a lot of content resources and now can access the Time U.S. Hispanic Mexico U.S. General Market Inc.’s marketing and distribution clout. Time Inc. accounts for nearly a quarter Shares of magazines 2.9% 3% 15.1% in total advertising of the total advertising revenues of U.S. market (in %) consumer magazines. Some of Expansión’s titles, like Quién, could Newspapers 7% 6.2% 25% easily be marketed to the growing Hispanic market in the U.S. or to other CPMs of magazines US $41 (closer to Hispanic US $91 (cost per thousand market than U.S. parts of Latin America. Expansion’s readers) general market) Chief Executive, John Reuter, is an American who headed strategic plan- Magazine Ad-spending 44% 47.5% 23.8% ning for Latin America for Time Inc. growth (2002-2004) Sources at Grupo Editorial Expansión Pass-along rate 5.7 N/A 3.4 told Portada® that GEE is studying different options regarding entering the U.S. Hispanic market. SOURCE: Portada®, TNS-Media Intelligence, Cicom Grupo Fórmula, a Mexican multi- media company, introduced Fórmula intends to publish a sports publication average readership 31,000, Spanish). Editorial earlier this year, a magazine for Hispanics, industry sources note, “Large actors, like Citibank, HSBC, that is distributed nationally and has a although no formal plans have been Bank of America in the financial services circulation of 60,000. Rocio Vargas, announced. realm are creating a new financial infras- Editor of Fórmula Editorial, a Mexican According to a study by Strategy tructure that is paving the way beyond radio and TV magazine published by Research Corporation, 49,2% of traditional remittances for new products multimedia group Grupo Fórmula with Hispanics born outside the US read and services that reach Hispanic on both a circulation of 60,000, recently told magazines in Spanish (49% newspapers sides of the border. Insurance companies Portada® that the publication will be in Spanish), it is this demographic that are looking at the same phenomena, distributed in the U.S. Hispanic market Mexican publishers are particularly sui- offering health insurance across the bor- in a few months. ted to cater to. Other US publications, der to both ex-pat American retirees in En Español Publishing Group, a com- like Rumbo or The Houston Chronicles’s Mexico and to extended family mem- pany owned by Mexican Publishing La Voz are also reaching this demogra- bers of Mexican and Mexican Americans House Cinemania-Inc., last year opened phic. The Strategy Research in the U.S.,” says Cheskin Research’s an office in Los Angeles headed by Corporation study adds that 38,3% of Stephen Palacios. publishing executive Michaelle Fastlicht, first generation Hispanics read magazi- It is even a matter of style. Mexico in order to better service the US nes in Spanish (21,8% for newspapers), is everywhere. For instance, last year, Hispanic custom publishing market. while only 19.4% of second generation Zions First National Bank opened two Mexican specialty publications Hispanics read magazines in Spanish branches in Salt Lake City and West publishers are expanding into the (13,3% for newspapers). Valley, where everyone is bilingual and U.S.Hispanic market too. Editorial the offices are decorated with Mexican México Desconocido, a Mexican publis- ...and follow advertisers decor. George Mesa, Managing hing house specialized in travel publica- Researchers note that about 30% of Director, El Estandar, an Ogden, UT, tions is testing the U.S. Hispanic mar- large Mexican advertisers have cam- based Spanish-language weekly (circ. ket with a travel title. Additionally, this paigns that target U.S. Hispanics (see 10,000, published by The Standard year Correo del Migrante was launched, a Portada® Nr. 11 September-October Examiner) told the Newspaper monthly magazine touching issues affec- 2004, page 8). Mexican companies like Association of America’s Dinah Eng. ting Mexicans living on both sides of retailer Gigante, furniture stores Elektra the U.S. Mexican border, particularly and Famsa, Grupo Modelo, the brewer Cross border advertising programs issues important to Mexican small busi- that produces the “Corona” brand, The integration between the U.S. ness owners. cement maker Cemex, bakery Grupo and Mexico is particularly strong in the Newspaper publishers from south Bimbo, banks Banorte, BBVA and air- border states (California, New Mexico, of the border are active too. Mexican line Mexicana de Aviación have all Arizona and Texas). San Diego’s El publisher Jose Santiago Healy, laun- launched ad campaigns in the US. Latino (circ. 90,000, weekly, free, bilin- ched Diario San Diego in 2003 (circ. Mexicana de Aviacion, for instance, gual) distributes 12,000 issues in 80,000). Additionally, El Universal, one advertises in Fort Worth’s Diario La Tijuana and has a sales office there. of the largest Mexican newspapers Estrella’s website (Knight Ridder, daily Alejandro Maciel, General Manager at 22 Mexico

El Latino, tells Portada® that many red to the U.S. Hispanic market. dominated by TV and radio. Magazine Mexican real estate companies adverti- According to figures by TNS Media advertising amounts to 15.1% of general se in El Latino. Family homes cost Intelligence, in 2004 Hispanic magazine market advertising. Smaller markets around US $150,000 in Mexico and advertising amounted to 2.9% of total tend to have higher CPMs, so the avera- US $600,000 in the U.S. So many Hispanic advertising dollars. In Mexico, ge Hispanic market CPM lies at US people living in the U.S. try to buy media buyers spent 3% of the total $41, compared to US $91 in the general real estate in Mexico and read El advertising market volume in magazines. U.S. market. However, rate card dis- Latino for advertising. Both the Mexican and the U.S. counts tend to be higher in the Hispanic Diario San Diego also runs an office Hispanic advertising market are heavily market than in the general market. in Tijuana that provides advertising and news for the newspaper. In order to reach more Mexican-Americans and Mexicans in the border zone, the Copley Press Inc., publisher of San Diego Union-Tribune and the Spanish- language weekly Enlace (circ. 60,.000), owns a direct mail program called “La Bolsa Azul.” A blue polybag containing coupons for restaurants and retail stores in San Diego is delivered every Friday to the doorsteps of 70,000 middle and upper-class homes in Tijuana. “Don’t miss these valuable shoppers who have money to spend in San Diego,” claims one of La Bolsa Azul’s advertisements. The shopper program charges a CPM of US $39 for a single sheet insertion in the polybag. Another Hispanic newspaper, San Antonio’s Conexion (Hearst-San Antonio Express News, weekly, circ. 50,000 predominantly English) has a doorhanger program in Monterey (Mexico).

Many similarities The Mexican print media market has similar characteristics when compa-

For more information: Check out www.portada-online.com

• Mexican advertisers bet on Hispanic media • Mexican Publishers Expand into Southwestern United States • Editors work hard to entice Mexican readers • Making print media more affordable: Are low-priced newspapers the key to success in Mexico and the US?

23 Digital Media

Hispanic Online Media Buying: What you need to know about an expanding market

nline advertising has experienced exponential growth online advertising in Univision.com’s El Salvador’s country O in the last few years, and with the falling prices of channel and in websites of Salvadoreans newspapers. CPM’s computers making it easier for low and middle-inco- vary a lot in Hispanic online advertising. “Univision.com me families to access the internet, more Hispanics are online charges a CPM of approximately US$ 15, while a Bolivian than ever before. The number of Spanish-dominant newspaper websites, which can be a useful vehicle to reach Hispanics accessing the Internet has increased by 40% during Bolivians living in the US can be as low as US $5,” says Juan the last twelfe months. “1.3 million new Hispanics came Silvera of Miami based Latin 3. online. Of those 1.1 million were Spanish-dominant”, Lee Vann, founder and president of San Diego, CA, based Captura Group tells Portada®. The recently announced joint Cost Per Click Advertising (CPC) is an approach whe- venture between Telemundo and Yahoo en español reby, as the name suggests, the advertiser pays a fee for each (http://telemundo.yahoo.com) is an attempt to shake up the click that leads the consumer to their website. These are Hispanic online market and increase the online advertising prevalent on search engine sites such as Google or Yahoo! inventory targeting Spanish-dominant Hispanics. Up till now Typically the advertiser places a bid to be placed at or near the Spanish dominant segment of the market has clearly been the top of the search results for a particular keyword or dominated by Univision.com. phrase. The implementation of a CPC campaign is relati- To understand how best to optimize one’s online media vely easy and does not necessarily require any specialized buying efforts, it is important to understand which approa- knowledge. The advertiser simply needs to choose keywords ches are available and what advantages and disadvantages that pertain to their particular product and make sure that each one holds. those keywords lead to their client’s website. The principal The most important question to answer in deciding what aim of a CPC campaign is sales generation. Due to the fact approach to use is: What is the objective of this campaign? Is that CPC ads are text-based, they are not geared toward it for branding purposes or to drive sales? Different objectives building brand awareness. Instead, they are directed at con- are more readily reached by tailoring one’s online marketing sumers who already know what they are looking for. approach to fit that objective. Of course, there are limitations to this type of adverti- sing: New bids by competitors can lower the position of one’s listing, although CPC tend to be lower in the Cost per Impression (CPI) is the most common form of Hispanic market compared to the general market due to advertising in both the general and Hispanic market. This lower competition. As such, it is very important to cons- approach relates to placing banner ads on product/service- tantly monitor one’s place in the search engine listing, and related websites, with a graphic pertaining to the advertiser’s a bidding war can result among competitors, thus raising product or service. This type of approach is particularly use- advertising costs. Another drawback is the potential for ful for brands that are trying to get the word out about their “click fraud,” whereby a competitor or someone else sets up business. In this model, the advertiser pays for the amount of a program to click on the link repeatedly to artificially times that their banner is viewed by a visitor, regardless of drive-up costs to the advertiser. whether the ad is clicked on or not. Rates are measured by (For more information see “Marketers search for key- the thousand (CPM), like in print media buying. According words that will make Hispanics click” page 35, Portada® to Rabinovici, the average click-thru rate for banner ads is No. 20, March/April 2006). about 0.38%: “A campaign with a 0.5% click-thru rate would be considered quite successful.” Banner ads are ideal for targeted marketing, and for US advertisers targeting Latin Cost per Action (CPA) is a marketing approach whereby American markets, the return on investment can be quite the advertiser only pays if the consumer actually purchases favorable as a result of lower CPMs (cost per thousand the product, putting all of the risk on the publisher’s side. impressions) and a favorable exchange rate. Sellers of print For this reason, it is not very popular among publishers, and and online advertising space such as Miami based Grupos is often used merely as a filler banner. This type of adverti- Diarios America (GDA) currently provide a host of options sing is favored by those selling hard product, such as bookse- to advertisers looking to reach Hispanic markets. ller. Amazon pays a 4-7% CPA rate on Hispanic Digital The advantage of online campaigns is that they can be Network for any sales generated from HDN’s banners. So a very targeted. For instance, when the Central American book selling for $35.00 at a CPA rate of 5% will garner the Airline TACA did a Hispanic online advertising campaign publisher about $1.75. last year, advised online media agency Latin 3. TACA bought 24 Digital Media

Cost per Lead (CPL) is an approach that is popular A heterogeneous market among car dealerships and other companies that rely heavily on having a strong database of potential customers. In this Market Segment Total/Share of Websites they mostly model, the advertiser pays for each lead, as the name sug- Hispanics online visit gests, and pays regardless of whether the lead generates a sale. Number of Approx. 16 N/A One example that Bill Gato of Hispanic Digital Network Hispanics that million are online points to is Ford’s CPL campaign on HDN’s website: “The Ford Direct banners on our network are from LinkShare, a Spanish- 25% of total - Univision.com well-known general market affiliate ad network. This is a dominant (growing at an - Telemundo.yahoo.com typical CPL advertisement. They pay a $4 CPL for each per- annual pace of - Batanga.com son that registers after clicking on the banner.” The advanta- 40%) - Starmedia.com - Terra.com, ge of this type of advertising is that it generates sales-leads of -Spanish-language consumers who have an interest in the product that you are magazines and selling. The advertiser is also free to market to this individual newspapers for as long as they wish, through email and direct mail offers. - Major Latin American The downside of this approach is that even if one’s informa- newspapers and magazines tion is obtained, there is no guarantee that this information - AOL Latino will precipitate a sale. - MSNLatino In terms of pricing models, CPM is the most prevalent, followed by CPC. According to Bill Gato of HDN, the CPA Bilingual 25% of total Websites under "Spanish and CPL models are on their way out: “CPA/CPL - the per- (growing) dominant" plus bilingual websites formance-based models used mostly by direct marketers and affiliate ad networks - are an endangered species that will English-dominant 50% (reaching - Yahoo.com, MSN.com, soon become extinct. It’s simply too risky for publishers.” point of google.com (general market saturation) online media properties)

A good website is paramount SOURCE: Captura Group and Portada® No matter how good a website is, it’s useless without visitors; therefore SEO (Search Engine Optimization) is always required in some form. As Boris Rabinovici, Executive Director of Miami-based Rabinovici & Associates says, “Having an excellent website is paramount, because even if you generate a lot of traffic to your site, visitors won’t stay to look at your product if the site is underdeveloped or poorly constructed. You could have the best website out there, but without web traffic, it doesn’t matter because no one is seeing it. So the key is really to have both a first-rate website and a great campaign.”

Alex Andrews

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25 Digital Media

Hormel bets on the Internet to attract Latinos or many Hispanics, a major deterrent from Web sites res in Los Angeles in order to win individual training, auto- F is that they are in English. They say that they would graphs, and photographs from an L.A. Galaxy soccer star. spend more time online and pay attention to more In addition to the Spanish-language Web site, Hormel advertisements if they were in Spanish. Corporations and employs other advertising media vehicles to reach the companies are taking this statement to heart as they are crea- Hispanic market. Hormel does a combination of advertising ting Spanish-language Web sites to accompany their existing and promotions including: out-of-home, free standing insert English-language sites. In addition to its English site, Hormel (FSI) coupons, point-of-purchase coupons, and television Foods Corporation recently launched a Spanish-language commercials. Web site. It is important to inform the Hispanic market that the In conjunction with The San Jose Group in Chicago, Spanish-language Hormel site exists. Because the Web site Illinois, Hormel launched a Spanish version of their Web site was not launched until 2006, none of the advertising execu- “New advertising campaigns will direct the audience to the Spanish-language website”

in January 2006. Santiago Torres, Account Group Director ted in 2005 directs its audience to the site. It is too early to at The San Jose Group, said, “The Hispanic community is determine if the Web site gets a spike in visitors when the quickly becoming Internet savvy and going online in record campaigns are active. numbers. As a company with a strong commitment to the In 2006, starting in April, however, Torres said, “all the Hispanic consumer, Hormel saw an opportunity to be res- FSI and TV components for each brand campaign will have ponsive to the needs of today’s Hispanic market by providing some messaging directing consumers to visit the site.” A information they are looking for.” Hormel sees the Internet number of TV spots for Hormel Meat Products will have as an effective way to reach Hispanics. five-second tags that direct consumers to the site for more The design of the Spanish-language Hormel Web site has information and recipes. a similar look to the English-language site, but is Hispanic When asked about advertising targeting Hispanics in the user-friendly. The design is simple because the site is still future, Torres said that Hormel plans to continue with televi- young, and only the first phase is complete. The site contains sion advertisements and will possibly expand advertising background information about the Hormel Foods efforts to reach markets outside of Los Angeles. Corporation, product promotions, recipes that are of interest As far as the Spanish-language Hormel Web site goes, it to the Hispanic market because they contain Mexican ingre- is still in a premature stage, but Hormel Foods and The San dients, nutrition advice, and cooking tips. Jose Group plan to expand site content in the future to meet Also included on the Web site are press releases about the needs of the Hispanic consumer. advertising and public relations events that Hormel has Other food companies that have Spanish Web sites are implemented to cater to the Hispanic market. For example, Kraft and Tyson. Hormel Foods sponsored a “Mi Sabor” soccer clinic in August 2005. Children participated in a raffle at grocery sto- Heather Norgaard

26 Digital Media The Sky is the limit: Mobile phone users demand sophisticated “Latin” content

n the rapidly growing wireless and that is why many content provi- others. I communications industry, mar- ders and telecommunications compa- With the rapidly growing mobile keting opportunities abound; nies already have some of their content content industry constantly producing and new research indicates that the in Spanish.” new premium features, Hispanics are Hispanic market is one of the most Companies currently developing likely to make up an even greater mar- promising out there. As Juan Jose more content for Hispanic cell phone ket-segment for such features. Nuñez of Starmedia sees it, “The users include Batanga, Barrio Mobile, According to the trade magazine Hispanic market has a huge potential Logia and ESPN Deportes among Frecuencia, the Latin American mobile content business is worth $100 million this year and is projected to grow by How content providers are reaching Hispanics through 200% annually. And as more Latin Americans come to the United States, mobile phones content providers will have to keep CONTENT Mobile application Mobile phone Type of Content pace with their mobile content needs PROVIDER Service Provider company that they are accustomed to in their Batanga Barrio Mobile Sprint/Nextel, T-Mobile, Latin News, Music Reviews home countries. Cingular Wireless As Juan José Nuñez of StarMedia Barrio Mobile Barrio Mobile Sprint/Nextel, T-Mobile, Latino ring-tones (Reggaeton, and Wanadoo.com puts it, “Sending Cingular Wireless) Latin Hip-hop, Latin Rock) and wallpapers SMS’s (Text messages from computer to mobile phone) is a very common Upstairs Records iLoop Mobile Inc. Hispanic artists with an urban slant practice among young Latin Americans and it is just developing in the U.S. Medio Tiempo SportsYA Cingular, Verizon, and AT&T News about Mexican soccer Hispanic market, since these young Hispanics try to live in the US with Logia Starhome Service Providers around the World Cup live tournament many of the customs they had in their world updates, statistics, gossip, game countries of origin.” analysis, schedule information

ESPN Deportes Mobile ESPN/Sprint Sprint TV en Vivo Video channel and is currently Music to their ears... MobiTV offered on Sprint TV en Vivo Another trend that is gaining ESPN Deportes Mobile ESPN/Sprint Cingular, Sprint and Verizon Sports scores momentum is offering ever more Al Instante sophisticated content such as Latino ESPN Deportes Mobile ESPN/Sprint Verizon 3 or 4 daily soccer-related video vCast clips, player interviews

27 Digital Media

ring-tones and other features. Batanga, ported on the company’s “Roaming song downloading, etc. The Advanced an online destination for Hispanics, Mate” service, which provides tourists user does all of the above, but alsouses recently signed a deal with Barrio and travelers with information about very sophisticated services such as geo- Mobile to offer its Latin news, music their current location, which includes a localization and whose cell phone is a reviews and interviews through BMs city guide, map, currency converter, very important tool in his professional mobile platform. Barrio Mobile, and other features. The World Cup ser- and personal life.” Nuñez says that the which is currently distributed through vice will will include live tournament majority of users fall into the basic user Sprint/ Nextel, T-Mobile, Cingular updates, statistics, gossip, game analy- category, though Hispanics trend more Wireless and others, already offers an sis, schedule information, history, and toward the intermediate category. He array of Latino ring-tones and wallpa- trivia, and is tailored to soccer enthu- believes that basic users won’t spend pers to its customers. The ring-tones siasts who are traveling during the tour- more than $10 a month on additional offered represent the most popular nament. features, whereas intermediate and music in the Hispanic market inclu- ESPN Deportes has also announced advanced users are ready to spend any- ding Reggaeton, Latin Hip-hop, Latin a number of mobile content initiatives. where from $20-50 a month on addi- Rock, etc. “MobiTV” is an extension of the com- tional services. Also getting in on the action is pany’s video channel and is currently iLoop Mobile Inc., the mobile applica- offered on Sprint TV en Vivo. Advertising on the horizon... tion service provider, who recently sig- Cingular is slated to pick up the chan- One possibility that so far has not ned an exclusive deal with Upstairs nel next month, bringing the combined been fully explored is the potential for Records, a record label and artist mana- potential reach to 600 thousand video advertising to cell phone customers. gement company that features Hispanic handsets by the end of 2006. The com- However, many belive that this area artists with an urban slant, such as Li´l pany is also launching “Al Instante” to will be explored more fully in the Rob and NB Ridaz. Cingular, Sprint and Verizon custo- months and years to come. The main mers. The service will offer scrolling advantage of this truly direct marketing and sports... sports scores like those seen on the bot- is that it is delivered straight to the SportsYA!, the producer and distri- tom of the screen on ESPN. The servi- consumer’s handset. Additionally such butor of multimedia sports content in ce will reach a combined 145 million marketing can reach millions of consu- Spanish has teamed up with the subscribers. In addition, the company mers at a very low cost, particularly Mexican company Medio Tiempo to is rolling out ESPN Deportes vCast on when measured against other direct offer news about Mexican soccer on the Verizon phones, featuring 3 or 4 daily marketing campaigns. phones of Cingular, Verizon, and soccer-related video clips, player inter- According to Nuñez, newspaper AT&T customers. To access the servi- views, and SportsCenter reports. publishers should also be looking into ce, the user sends a text message with how they can penetrate this medium. the word “gol,” and is automatically User types... “There is a clear trend indicating that registered for the SportsYA! mobile ser- Starmedia’s Juan José Nuñez identi- Hispanics will buy fewer newspapers vice. The cost is 30 cents per message, fies the three categories of cell phone and rely more on digital media to and once registered the user can perso- users and what distinguishes them: satisfy their need for information. If nalize his information and elect to “The Basic user is someone that has newspapers can find a way to keep receive updates on his favorite teams. ringtones that did not come with the these users informed at a reasonable The company Logia recently phone and sends occasional SMS mes- price, we will see a rapid take-off on announced plans to offer mobile con- sages. The Intermediate user uses the these services.” tent about the World Cup to service same features as the basic user, but also providers around the world. They have opts for what we call ‘infotainment’ – Alex Andrews signed a deal with Starhome to be sup- or content such as games, news alerts,

Very cell-phone friendly

According to a study released late 2004 They also spend 10% more on their - cans accounted for the largest number of by Forrester Research, 70%-75% of le phone bills than the general market. minutes used in Q3 2005; however Hispanics live in major US cities and 86% Media Audit President Bob Jordan also Hispanics posted the biggest growth of Hispanic teenagers in New York and cites a trend toward “cell-only” house- figures. In addition, Hispanic cell phone Los Angeles own mobile phones. US holds among Blacks and Latinos. A new use grew by approximately 35% more Hispanics use premium mobile features report by Telephia underscores these than that of whites in the same period. like Bluetooth headsets and high-end realities with some telling statistics. camera phones 12% more than Whites. According to the study, African Ameri-

28 Roundtable: Editors share best practices

Top Journalists ask for better coverage of Hispanics, including the border

s Spanish-language media expands short, success comes when we as a media the adequate packaging, when we also focus A in the U.S., it is paramount for outlet provide our readers with a compre- on things interesting above the important. editors, publishers and advertisers hensive dose of empowerment elements with to know what ways are best to connect with Spanish-speaking audiences. Portada® recently caught up with three very experienced editors. This is what they had to say:

Q: Throughout your career how have you been most successful in connecting with Hispanic readers?

> AURORA LOSADA, Editor of Spanish publications of the - La Voz de Houston and La Vibra, Houston, TX): When you touch issues that affect them in the most direct way: from immi- gration to healthcare, education, personal finances. Any information that helps those Hispanics who are not yet acculturated to the USA is gold for them. It is a tool to help them navigate in life in this country. Also, when you show the utmost respect to your readers by offering them compelling in-depth reporting, strict accuracy, and the best Spanish. You are telling them: I res- pect you, I value you, no matter your inco- me level or your legal status in this country.

> ALBERTO VOURVOULIAS, Executive Editor El Diario/La Prensa (New York City, NY): The best way to connect with readers is by offering content that grabs their attention and addresses their interests and concerns.

> JUAN ARANGO, Editor, Mundo Hispánico, (Atlanta, GA): Before joining MundoHispánico, I spent 6 years working at Hoy. I was responsible from the early days of Hoy for creating, developing and imple- menting the overall news and information and visual concept/strategy. As a result of that I dedicated the last 2 years of my tenu- re with Hoy expanding the publication to Chicago and Los Angeles and as Executive Editor of all three editions. There as I am doing today I believe that I have been suc- cessful when there is a good balance of local, international, sports and entertain- ment news with a useful amount of infor- mation and a powerful presentation. In

29 Roundtable: Editors share best practices

Q: How do you get more response are the stuff of conversations with friends Hispanic population is a growing, and from readers, by publishing interviews, and co-workers. They fill our leisure time increasingly recognized, economic and poli- opinion articles, or features? and are the facts we need for our jobs and tical force in both the US and Latin for getting ahead in the world. Although we America. > LOSADA: Since La Voz is a weekly it all open the paper to a certain section or is our policy to have an outstanding center- story first, readers rarely limit themselves to > Arango: Hispanics have become more piece every week about something that we just one type of news. sophisticated in there appetite for news and consider that our Hispanic community in information. In an ever changing world, Houston needs to know. It can be about > ARANGO: Immigration, how-to infor- with all the things going on with issues like whether the bilingual education system is mation, entertainment, local and internatio- immigration, homeland security, and edu- good or bad for your kids, how to get nal news and sports -in that order. cation among many, we expect to find healthcare even if you don't have insurance media sources that can help us be in the or a special series on immigration, like the Q: What type of content from newswi- know almost immediately, not only of what one we are doing now. These are the arti- res do you think is still missing in their is news today, but tomorrow and in the cles that provoke the most immediate res- offerings? days to come. ponse form our readers. They call us every week and you can feel in the dialogue how > LOSADA: The most obvious: a good Q: What is the advantage of the print much they do want to share their views and coverage of Hispanics in the US, including medium to reach Hispanics? comments with us. The second category is the border. Good analysis on US politics usually features. Many women call us about and how they affect Hispanics in this > LOSADA: Print gives you the chance our “Mujer” page, where we have stories country. The same about the political and to think, to reflect about the content. You about fashion, children, the workplace, etc. economic situation in Latin American can also present the information in ways Our health columnist also gets many res- countries. Personal finance content is prac- that can be of further utility for the reader. ponses and even questions from people who tically non-existent and very important for For example, a POE (info box) with bullet want to know more about a specific issue the readers. points containing contact names and phone that has been written about. We also get numbers of people who can help you get “Hispanics demand good publications, tailored for them, for their needs and dreams.”

comments about our weekly tech piece by scholarships. You can clip, keep it and use it our tech expert “El Tecnomaníaco”. It is > ARANGO: Local news, success stories later. It works the same way with ads. Print very Tech 101 and some people tell us they and how to information with local flavor. is the only way for an advertiser - other collect the articles as if they were putting than online - to make sure that his ads will together their own manual. Q: In your experience, how have the be seen and maybe kept at some point. For tastes of Hispanic readers evolved instance, I can clip a supermarket’s ad, put > VOURVOULIAS: We get responses to throughout time? it in my purse and go buy groceries with all three. Each of these genres has its own that info in hand. I can’t do that with a TV passionate set of fans. > LOSADA: More than a matter of taste or radio ad. I believe it is matter of self-awareness. > ARANGO: Readers are far more res- Hispanics in this country today demand > VOURVOULIAS: Print provides a full ponsive to interviews and features. I believe good publications, tailored for them, for range of information for all members of the that op/ed pieces are important but not as their needs and dreams. They won't settle family, from those who want in-depth news interesting. for just anything, which is good for the to those who need a reliable source to touch community as a whole, and for us as profes- base quickly and easily with what is happe- Q: What themes (sports, immigration, sionals. They are also more aware of the ning in their local scene or around the entertainment etc…) do you think your rea- fact that they are an object of desire for world. It is a news source that is portable ders are most sensitive to? advertisers and thus they have become more and can be consumed on the reader's sche- selective in the way they buy and make dule. > Losada: Our readers are particularly money-involved decisions. They have a bet- sensitive to immigration and education. ter knowledge of their value in this market. > Arango: With print media you can Sports and entertainment are more about provide more depth that in other media, in passion but issues like immigration, health, > VOURVOULIAS: The tastes of particular compared with radio or TV. On education, define our readers' life in this Hispanic readers are evolving and changing the other hand, Hispanics, though growing country. to reflect the constantly changing demogra- in numbers as Internet users still use print > VOURVOULIAS: Sports, phics of our communities. Latinos in the media as prime source of news and infor- Entertainment, Immigration, Taxes, Crime, US serve as cultural interlocutors between mation. all of these are part of our daily life. They the US and Latin America. And the US

30 Content News Spreading “The Word”: IBL News and LTP Publications iven the fact that the Hispanic within the USA is Chicago-based Liturgy with Spain’s religious publishing house population within the U.S.A. is Training Publications (LTP). The non-pro- Edibesa. As part of the deal, LTP will now G overwhelmingly Christian, it fit organization specializes in disseminating distribute virtually all of Edibesa’s 300 comes as no surprise to see various outlets publications catering to the U.S. Catholic Spanish-language Catholic titles. As John catering to this rapidly expanding segment population through their website Thomas, Director of LTP states, “With the of the population. IBL News (www.ibl- (www.ltp.org) and their 160-page bilingual addition of the Edibesa material to the news.com) is a 24-hour online news outlet print catalog. The catalog comes out twice a material that we were already distributing focusing on stories of interest to the year with Fall and Spring editions, and has for Centro de Pastoral Litúrgica (CPL) and Christian community, told from a a circulation of about 43,000. LTP also Grafite Ediciones, including our own LTP Christian perspective. Liturgy Training does periodic direct mail supplements, new titles, we now have over 1,000 Spanish lan- Publications is a not-for-profit agency of title promotions, and seasonal flyers. LTP’s guage titles available in our catalog for dis- the Archdiocese of Chicago that distributes direct mail efforts are both Spanish-langua- tribution in the United States.” its titles to people of faith through its web- ge and bilingual. Their list was developed site and print catalog. over an extended period of time through INCREASING INTEREST The IBL News website started 8 years list swaps, buys, and meetings with buyers LTP does not offer advertising on its ago in Spain and did not start out as a at conferences. website, instead deciding to focus on Christian-focused website. A few years ago, The organization also has a Spanish- selling its publications. Although he decli- however, President Michael Amigot deci- language call center and separate toll-free ned to discuss metrics about the website ded to concentrate on the Christian theme: line for Spanish-speakers. “Well, we are Christians, and cannot sepa- LTP recently signed a distribution deal rate that from our journalistic job. Online news media is not a big business, certainly, and our activity is mission driven.” Amigot does not see the Christian point of view as hindering in any way the voracity of what IBL reports. He states that the goal of his website is “to be accurate and insightful, and to always be looking for the truth, no matter what the results are.” He does maintain, however, that all news is coming from a point of view, pointing to news outlets like Fox news, which is com- monly seen as having a conservative slant, and The New York Times, which is often cri- ticized for being too liberal. Amigot emphasizes that the religious perspective of his paper has nothing to do with political orientation. “We are not tied to any political party, nor do we mix poli- tics with religion. I certainly do not think that a Christian point of view has to be right-wing, and don’t understand what one necessarily has to do with the other.” IBLnews.com is promoted through a newsletter, has about one million registered users and receives more than a 500,000 page views per day. Over half of IBL’s visi- tors are Spanish, “but we expect that to change as we expand our presence in the USA and Latin America,” says Amigot

BOOK PUBLISHER Another outlet focusing on content for the Spanish-speaking Christian market

31 Content News

and its visitors, Mr. Thomas did say that focus on LTP’s Hispanic resources for its LA, Montebello, Huntington Park, San interest in their Spanish-language titles is Hispanic clients. Fernando, and Santa Ana. Contigo is similar increasing significantly with each passing in scope to the “Vida Mejor” section of La year. LTP is also in the process of re-desig- LA OPINIÓN BEGINS PUBLISHING Opinión, and is described as a “shelf-life ning its website to be more accessible to CONTENT IN ENGLISH product that consists of original content Spanish-speaking visitors. In recognition that many 2nd and 3rd relating to family life, home improvement, Mr. Thomas also said that LTP has generation Latinos are either unable to read and computer issues.” noted an increase in the amount of Spanish or prefer to read in English, Los Asked whether La Opinión is moving Hispanic ministries and households with Angeles based La Opinión (Impremedia, toward being a bilingual paper Rojas res- high-speed internet access, and that he is circ. 125,000, daily, Spanish) recently began ponded, “I don’t think we will see a fully pleased with the growth in this area. publishing a bilingual version of its “Vida bilingual La Opinión in the near future, but One interesting difference that Mr. Mejor” section.”Vida Mejor” is published we need to keep an eye on it and how our Thomas notes about the difference between every Thursday and covers a host of issues readers want to receive our content.” Hispanic Christians and white Christians is relating to health, housing, personal finance that “Hispanic Christians generally have and education. “What we realized is that a NEW YORK TIMES SYNDICATES more interest in Catholic devotions than lot of Latinos want to read our content, but CONTENT OF MEREDITH’S SPANISH- our Anglo market, such as Devotions to are simply unable to because they don’t read LANGUAGE PUBLICATIONS Our Lady—novenas and the Rosary, infor- Spanish. So in order to reach out to those New York Times Syndicate, a unit of mation on Hispanic Saints like Juan Diego, people we decided to publish this section in New York Times Corporation, recently rea- general prayer book, etc..” English as well,” says Pedro Rojas, Editor in ched an agreement with Meredith Corp. to The publishing house is currently in the Chief of La Opinión. La Opinión also syndicate content from Meredith’s Spanish- planning stages of developing a promotio- publishes Contigo, a free weekly product that language publications. New York Times nal e-newsletter which it plans to have is fully bilingual and has a circulation of Syndicate will sell content of Siempre Mujer ready by September of 2006. The newslet- 250,000 and is home-delivered. The publi- (Women oriented content about Home, ter will be primarily in Spanish and will cation has five zoned editions covering East Family and Self-Improvement service) info Primeros 12 meses (Feeding, bathing, diape- ring and soothing), Ser Padres (Parenting. Whole Life Editorial approach), Espera (Health, nutrition, fitness, issues for expec- ting women). The New York Times Syndicate has a wide offering of Spanish- language content including Spanish transla- tions of Martha Stewart’s stable of English- language magazines (Martha Stewart Living Omnimedia).

AL DÍA PHILADELPHIA LAUNCHES “AL DÍA WRITER’S GROUP.” Hernan Guaracao, Publisher of Al Día announced the launch of a writers’ syndica- tion service. The content will be focused on issues relevant to Hispanics. The service will produce op-ed pieces, feature articles, investigative reports and cartoons. It will start with a group of 5 writers including Wendy Hess who will write about immigra- tion rights. The service will be marketed to Hispanic newspapers and other media outlets, including general market media. “This is an effort to move beyond hard news and provide informative and thought provoking fresh copy,” Guaracao said.

For more news about content, check out www.portada-online.com

32 TM Hispanic newspapers push into direct mail

It’s a trend: Hispanic newspapers then we can choose a prospect list that are increasingly offering direct mail ser- matches their customers.” ISPANICS vices to their advertisers. One reason is However, one important advantage H that advertisers have noted successful of direct mail companies (e.g. Advo, results when combining newspaper Harte Hanks and Cox Target Media) is advertising and direct mail efforts. that they benefit from having a natio- According to Myrna Cortez of the San nal reach, whereas most newspapers Antonio Express News, “We are practi- have only a metropolitan or regional cally a full-service ad-agency, offering a reach in their direct mail programs. wide array of programs to reach Thus, if a company wants to target spe- Hispanic consumers. We do combined cific Hispanic markets around the newspaper/direct mail campaigns with country, then they will either have to our advertisers whenever possible, as we deal with multiple newspapers or choo- have experienced great success with this se a broad-based direct mailing com- combined approach.” Given that pany with national reach. Hispanic newspapers often have a limi- However, Ruiz believes that news- ted reach, it makes sense for advertisers paper companies running direct mail to also run direct mail campaigns. programs have some advantages over Loida Ruiz of The Houston traditional direct marketing companies. Chronicle also echoes the extent to “Newspapers’ total market coverage which her paper’s direct mail program programs combine newspaper inserts to S SUPPLEMENT ON DIRECT MARKETING TO is similar to those of direct mail com- subscribers, a paid and invited product ®' panies, such as Advo or Harte Hanks: with shared mail to non-subscribers. “We are a direct mail house like any ADVO, Harte Hanks have mail only direct mail company. We have a data- programs, which are 100% unsolici- ORTADA base marketing department and we ted.” P have access to the same lists rental. We “This one grocer in particular was can also clean customer lists. We can pleasantly surprised to see immediate merge them with a prospect list and results the first week that he dropped take out the duplicates. We can do solo his insert. He had chosen to run the mail and shared mail through our mid- insert in Spanish but since the shared week mail product, Chron Direct. We mail package goes to homes of both can take it even further and we can Spanish and non-Spanish speakers he take their customer base mailing list received a few calls from potential cus- and we can do a PRIZM profile of that tomers asking him to list his items in list. We can give them all the demogra- phic information on their customer

( 33 ) Direct Mail Programs

English too. He took that to mean that the insert was really Print ad sales companies such as Vertis, Papel Media and working,” recalls Ruiz. Latin-Pak all take advantage of both newspaper buys and “Another customer, Carmona’s, also an independent gro- direct mail programs. Latin-Pak’s Vince Andoloro says he cery store, has met with really great success running in has noticed growth in solo mail and FSI’s in the past few Directo Hoy which uses both La Voz and the shared mail years, at a rate of 10%-15% annually. vehicle for distribution.” Of course, advertisers often conduct their own direct mail campaigns themselves, without using a newspaper or The programs... direct mail company. The Home Depot mailed a Spanish- The San Antonio Express News has launched a direct mail language solo-mail piece in January promoting its Home program called “Mexico Express.” The program targets all Depot credit card. The campaign focused on Spanish-domi- “A/B” category upscale homes in the Monterrey area: nant households, and creative was developed by Heinrich Monterrey (29,800 homes); San Pedro Garza Garcia Hispanidad. Catamount Group provided the direct mail (21,400 homes); Guadalupe (8800 homes) reaching 60,000 campaign with research/list recommendations. Home Depot homes in all. The demographics of the targeted households has plans to continue similar drops throughout 2006. are those who own luxury cars; have a college/professional degree; make a minimum of $50,000 pesos or US $4650 a What the experts are saying... month; travel outside of Mexico several times a year. According to the Direct marketing Association, the avera- Mexico Express CPM rates average $93.00. Advertisers ge response rate for direct mail is 2.77%. Hispanic response include real estate clients, upscale boutiques, and toy dis- rates generally tend to be higher, as they receive much less counters like Toys R Us. direct mail than the general population. Solo mail response La Voz de Houston, the weekly Spanish-language newspa- rates depend on the list, creative and offer. Specific industries per (circ. 100,000) published by The Houston such as automotive and Real Estate perform better than Chronicle/Hearst) recently mailed an advertorial piece to others. Filters and/or variables (HH Income vs. Nurse list) 50,000 Hispanic households in two high-density Hispanic outperform others, and one offer performs better than five zip codes of Houston. Sales Manager for La Voz/La Vibra offers. A Customer’s database/House file outperforms a cold Craig Hurley, tells Portada® that direct mail pieces targeting list or prospect campaign. Coop/Shared Mail response rates Hispanics tend to have a higher response rate than average 3.94%. those directed at Anglo Houstonians. According to Jim Buckley of Livonia, MI based direct And the data does seem to support claims that a newspa- marketing company Valassis, “Creative messaging notwiths- per/direct mail program can be a very powerful combination. tanding, using the right mix of media is critical in winning The 2005 Houston Scarborough Report surveying Houston the Hispanic business for your brand. Hispanics’ showed their preferred methods of being marke- The real key that points to the need to include print is ted to: Newspaper advertising and direct mail ranked first the flexibility of the message and the added benefit of inclu- and third, representing 39% of Houston Hispanics’ overall ding promotional messaging in the form of coupons or other marketing preference. limited and controllable incentives. Tracking their effective- ness and developing ROI models are also benefits that print has over other media.” The relationship between direct mail companies and Preferred Advertising Source newspapers is not as divided and adversarial as it may seem. For example, ADVO Inc. recently collaborated with 25% MediaNews Groups’s LANG newspapers in a joint preprint 22% insert distribution arrangement. The program targets five million households in the densely Hispanic areas of southern 20% 18% 17% California, and will include both “early week” and “late 15% week” programs. Although it is a joint effort, each entity will 15% handle its own sales of the program. The pre-print insert package is being co-branded “Local Community Values™ 10% Newspaper ads ShopWise®,” and will include regional retail inserts together Television with richer content to appeal to Hispanic consumers. 5% Ads in the mail As with most challenges, the best way to achieve the des- 5% Internet ired results is to employ a mix of strategies. Launching an 1% Radio integrated initiative, including both newspaper advertising and direct mail programs can be just the answer. As the 0% Yelllow Pages Houston Chronicle’s Loida Ruiz points out, “When we have SOURCE: 2005 Houston Scarborough Report. sold our clients a combined insert into Hispanic neighborho- ods together with our shared mail program to non-subscri- bers, our advertisers have had phenomenal success.” ( 34 ) PORTADA-ONLINE (www.portada-online.com)

News updates on the expansion of direct marketing (print and online) in the fastest growing consumer market in the U.S., and a wealth of content from Portada®'s unparalleled article archive.

News and Trends Vertis Inc. Launches ¡Alcance! Hispanic Marketing Program

altimore-based marketing company B Vertis Inc. announced the launch of ¡Alcance!, a suite of marketing tools to help retailers and marketers reach and establish relationships with Hispanic consu- mers in the U.S. In addition to offering various direct marketing services to reach the Hispanic consumer, clients are also coa- ched on what creative design and messages Hispanic customers respond to best, accor- ding to proprietary studies conducted each year. The studies poll 2000 consumers over the telephone and online. Vertis’ ¡Alcance! suite is comprised of three separate products: ¡Alcance! Market Focus, ¡Alcance! Data-Driven Design and Delivery, and ¡Alcance! Reach and Deliver. ¡Alcance! Market Focus is a tool that helps marketers identify Hispanic consu- mers already within their database to help ascertain the number of Hispanic house- holds within a particular area. The purpose is to give marketers a more streamlined and cost-efficient approach to budget allocation. ¡Alcance! Data-Driven Design and Delivery uses known customer behavioral, demographic and lifestyle data to target Hispanic consumers with versioned inserts and direct mail. ¡Alcance! Reach and Deliver uses polybag doorhangers to deliver offers and samples to Hispanic consumers. Identifying the necessity of such a suite of products, Carlos Fuentes, Director of Multicultural Marketing said, “Marketers are seeking more sophisticated strategies and tactics that go beyond the basics of translating copy and presenting different photos and color palettes to complement their Hispanic marketing initiatives.” In the spirit of this more sophisticated, targeted approach, Vertis works with clients to crea- te custom-made campaigns, concentrating on each of ¡Alcance!’s facets as necessary. According to spokesperson Maria Amor, “The difference between ¡Alcance! and other direct marketing programs targeting Hispanics is that it is more comprehensive. It is not just direct mail or doorhanger cam- paigns. Instead it offers a variety of resources under one integrated campaign.” ( 35 ) News and Trends

Carlos Fuentes adds that the reason main initiatives. The group recently foun- technology provided by Subjex Corp. clients are attracted to ¡Alcance! is because ded Hispanos Unidos to provide turn-key SearchGuy.com’s decision to actively pursue “They want measurable strategies that are solutions through multi-channel marketing the Hispanic market is one rooted in pro- cost-effective and can be tested against exis- solutions. “We will be executing direct res- mising data regarding the market’s poten- ting marketing campaigns. Vertis’ ¡Alcance! ponse campaigns through off-line and onli- tial. As the company points out, about 60% products achieve these goals by targeting ne media channels,” says Paco Sinta, who of Latin Americans living in the U.S. are key Hispanic segments and providing cost- heads Hispanos Unidos out of his Miami under 30 years of age and are therefore effective tactics to increase consumer res- office. Hispanos Unidos will advise clients more receptive to new technologies and ser- ponse, and build brand awareness among interested in direct marketing to Hispanics vices. Furthermore, approximately 74% of U.S. Hispanic consumers.” on issues such as list recommendation/bro- Hispanic American internet users connect kerage, online lead generation, promotions, to the internet on a daily basis and 78% as well as to how maximize response with have access to the web from their homes. BABYTOBEE TO LAUNCH combinations of direct mail and online DIASDEBEBE.COM... offering. Babytobee.com, a Morex Marketing NEW HISPANIC LISTS unit, and a portal for pre-natal and post- > El Nuevo Constructor natal free offers for mothers will launch a SEARCHGUY.COM SEARCH AND Description: Spanish-speaking remode- Spanish-language website ADVERTISING SERVICE UNROLLS ling and building professionals nationwide. (Diasdebebe.com). Its main objective is to SPANISH-LANGUAGE WEBSITE El Nuevo Constructor is Hanley Woods build a database of expectant Hispanic Mountain View, California-based new construction magazine. This monthly mothers through self reported information search and advertising website publication offers quality content, practical (online lead generation). The database will Searchguy.com announced that it is laun- how-to information and technical advice. be managed by Catamount Group, a full- ching a Spanish-language version of its ser- Mainly male service direct response agency founded in vice, SearchGuy.com.mx. The company is Of Interest to: Construction and busi- 1998 that is now a unit of Morex relocating its headquarters to Mexico and ness offers. Publishers and fundraisers. Marketing, to generate additional revenue has made arrangements with a Mexico City Quantity: 11,766 active subscribers, through list management. DiasdeBebe.com marketing company that will supply the gender, job title, primary business, state, will also market online to expectant parents company with over 25,000 banners in the SCF and ZIP and offering sponsorship programs to adver- coming year. SearchGuy.com anticipates Contact: www.statlistics.com tisers (e.g. Gerber and Fisher-Price). the first wave of revenue to begin in the > Hispanic Business Executives CGI Holding Corp. d/b/a Think next three months. The company has also Description: Database of Hispanic Partnership Inc. (a public company) partnered with Minneapolis-based Subjex business executives, sourced from corporate recently acquired Morex Marketing Group. Corp. to offer users and advertisers custo- filings, government registrations, trade and Morex Marketing Group has three divisions mer service in real time. The service simula- business groups, business publications and Catamount Group, Babytobee and tes real person-to –person customer service online registrations. Hispanos Unidos. and is intended to reduce costs while effi- Of Interest to: Merchandisers who ciently processing customer service queries. want to reach affluent Hispanic business ...A PRIORITY. SearchGuy.com is quick to point out that executives and leaders. Tina MacNicholl, COO of Morex the new website is not merely a translation Quantity: 374,143 Hispanic executives, Marketing and President of Catamount of its English-language website, and invol- gender title, employee size, sales volume. Group tells Portada® that the Hispanic ves new full-time employees, a new head- Contact: Walter Karl, http://www.walter- market is one of Morex Marketing Group’s quarters, and the new customer service karl.infousa.com.

( 36 ) Offer Analysis

People en español direct mails “soft” subscription offer 1 THE OFFER 4 THE OUTCOME In its direct mail offer sent out in early January, People en español opted not to disclose performance People en español offered a yearly subscription to its Spanish- results of the campaign. Direct mail promotions targeting language magazine at a price of $11.00 for 11 issues, with Hispanics tend to have a higher response rate than the ones one free issue. The buy 11, get one free deal, known as a soft directed to the general market. A 2% response rate is regarded offer, is a cancel anytime subscription. The $11.00 price does as a good result to a direct mail campaign offering magazine not include a one-time $2.99 mandatory shipping charge, subscriptions. In 2004, Americas Magazine, a publication which brings the price-point to $13.99. The offer was delive- which covers “the peoples and cultures of South America, red in Spanish only. North America and the Caribbean”, sent out two versions – one in English and one in Spanish, of its direct mail appeal to potential subscribers. The response rate for the Spanish-offer 2 THE MAIL PIECE was 2.2% and the pay-up rate was 1.5%. The English offer The offer was mailed in an envelope (see image), a had a response rate of 1.8% and a pay-up rate of 1.5%. letter written in Spanish on which the potential subscriber Spanish offers tend to have higher response rates. needs to add a sticker, a brochure (see image) and a business Hispanics account for 2.8% of the names included reply envelope. in Time Inc.’s database of approximately 50 million names. The grand total includes subscriber lists from Time Inc. magazines, as well as Time Warner continuity clubs (e.g. 3 THE PRODUCT Bookspan). About 1.4 million of the 50 million people who People en Español, published by Time Inc. is a have responded to a Time Inc. offer (subscriptions, club Spanish language magazine covering celebrities, Latino actors memberships, direct mail offers) are Hispanic. Of the 14 and lifestyle issue. It is mostly read by Spanish language million names on Time Inc.’s magazine subscriber list, dominant Latinos nationwide. In 2006 it increased its rate 730,000 are Hispanics (5.2%). The Millard Group markets base to 475,000, up 5.5% from 450,000. Since its inception Time Warner’s lists and databases. in 1996, People en Español’s rate base has grown by 179%. In January 2005 Jose Raul Perez, consumer marke- People en Español boasts the largest circulation of all Hispanic ting director at People en español told Portada® that most of magazines in the market. People en español’s subscriber acquisition efforts consist of Miami, San Francisco, Boston, Chicago, Dallas, direct mail and agent (third-party) sales. Seventy-five percent Los Angeles, Sacramento and Fresno, Calif., Albuquerque, of People en español’s sales are to subscribers. N.M., Baltimore and Philadelphia. The programming package includes Spanish-lan- guage video channels, music channels, a lifeline English-lan- guage slate of programming, and On Demand programming. Research showed that Comcast lost Hispanic customers when they had to buy a bunch of other programming - expanded basic and digital basic - to get the Spanish-langua- ge networks they wanted to watch.

For more information: Look for the following articles at www.portada-online.com:

• Offer Analysis: Two Languages, one Americas • Magazine Subscribers Lists, efficient tools for marketers

NOTE: The direct mail promotions in this article were tracked by ParadyszMatera (www.paradyszmatera.com) through its Market Relevance Promotion Library. ParadyszMatera is a media brokerage services company specializing in Direct Mail, Online Marketing and Creative, Print and Alternative Media. Additional research and interviews were conducted by Portada®

( 37 ) Multichannel Advertising

FOCUS ON: E-MAIL MARKETING VS. DIRECT MAIL

A Q&A with Vincent Andaloro, president of Latin-Pak.

Q: In what way does Hispanic e-mail mar- A: Approx 30% of general market custo- market. Thus a true targeted Hispanic keting differ from direct mail campaigns mers are on email opt-in databases, that direct marketing program can include targeting Hispanics? number is slightly lower for the Hispanic emails, however it will never replace print direct marketing at least in our lifetime. The choices and targeting capabilities for emails is bit larger than mail databases since the opt-in scena- rio allows recipients to explain more about themselves, their likes, desires etc... With the onset and growth of electronic marketing it is only appro- priate that Latin-pak offer clients a rounded approach to marketing that can reach Hispanics from all walks of life; Hispanics that are online as well as those who are not via direct mail and other print vehicles.

Q: To what extent does e-mail marke- ting rise response rate of direct mail? A: Well not sure it rises the direct mail response but it certainly enhances the advertising message being delive- red to the recipient.Back to the first answer less then 30% of Hispanic are on opt in email databases so email can only reach a small percentage in our opinion. It is also known that only 60% of Hispanics are banked meaning they uti- lize some type of financial product home loans, cars loans, credit cards, bank accounts, student loans and more. This places them on a mail database, at the same time 40% are unbanked which is why fsi's and door to door lend them- selves to these reaching this group of Hispanics. Emails reach those Hispanics that are online, that have responded to being on an opt-in email list to receives offers and opportunities via their email address. So email can assist a direct mail program when the recipient recei- ves both snail mail and email at the same time or week. It is similar when we see ad's in newspapers in the morning when that evening we watch the TV commercial of the same product. Using advertising mediums together to build on the mes- sage and get the viewer to pay atten- tion to the ad's.

Q: What advertisers, in what catego- ries, do you have lined up for your e- mail marketing program? A: “Latin-Pak has had the opportunity to develop and execute email campaigns for car companies, entertainment com- panies, banks, and telecom companies. As emails grow additional types of companies will be utilizing this medium and as in any advertising medium the advertiser needs to know it works and moves the needle to the expectations the advertisers expects.

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