ImpreMedia is proud to bring you En Breve, your intelligence brief on the US Hispanic market and media. ImpreMedia is the No. 1 Hispanic News and Information Company in the U.S. in online and print, publishing El Diario La Prensa, El Mensajero, Hoy Nueva York, Hoy Nueva York Fin de Semana, La Opinión, La Opinión Contigo, La Prensa, La Raza, La Vibra, RUMBO Network and Vista Magazine. In this issue, read about:

New Hispanic Market Segmentation Study
“In a new study, New American Dimensions, LLC reveals what drives Hispanic identity, purchasing decisions, lifestyle choices, and the type of marketing Hispanics respond to. The study consisted of a 30-minute telephone survey of 1,000 Hispanic respondents between the ages of 18 and 64, and included people at all levels of acculturation, identifying those factors that are driven by acculturation, and those that are not. The study divides the Hispanic market into seven distinct segments.”
Source: “New Hispanic Market Segmentation Study”, HispanicAd.com, March 2008.

New Survey Shows Solutions to Improve Latinos' Access to Health Care in California
“MAYA and the Latino Issues Forum interviewed over 100 Latino leaders across California representing a broad range of interests. These responses include policy priorities, barriers, most effective outreach methods and potential policy solutions to improve the health of Latinos in California.”
Source: “New Survey Shows Solutions to Improve Latinos' Access to Health Care in California”, prnewswire.com, March 2008.

impreMedia Boosts Digital Team with Online Marketing Veteran Liz Sarachek Blacker
New York, NY (March 17, 2008 ) – ImpreMedia, the No.1 Hispanic News and Information company in the U.S., announced the appointment of Liz Sarachek Blacker to the position of Senior Vice President, Online Sales for impreMedia. With the creation of this position, impreMedia is bolstering its commitment to be the premier Hispanic media company. With impreMedia’s proven success in the print medium, owning such leading newspapers as El Diario La Prensa, Hoy, La Opinión, La Raza and Rumbo, it is quickly becoming one of the most dynamic digital media platforms in the U.S. The appointment is effective immediately and Ms. Sarachek Blacker will report to Arturo Duran, CEO of impreMedia Digital.
Read More: http://www.impremedia.com/press/pr03-17-08_IM_LIZ.html

New Report on High School Graduates Projects Dramatic Changes
“The United States is undergoing a demographic sea change, one that has strong implications for our education system and our economy. As Knocking at the College Door: Projections of High School Graduates by State and Race/Ethnicity, 1992 to 2022, indicates, the U.S. production of high school graduates is set to begin a long decline, fueled by precipitous drops in the Northeast and Midwest. Our nation and many states will also witness a dramatic shift in the racial/ethnic composition of their student bodies and high school graduating classes, with rising numbers of graduates from populations our educa¬tional institutions haven’t served well in the past – especially Hispanics – offsetting a substantial decline in White non-Hispanic graduates.”
Source: “New Report on High School Graduates Projects Dramatic Changes”, Wiche.edu, March 2008.

Robert Parker Named General Sales Manager for impreMedia’s RUMBO in Houston, TX
Houston, TX (March 27, 2008) - RUMBO, impreMedia’s No.1 Spanish-language newspaper network in Texas with newspapers in Houston, San Antonio and the Rio Grande Valley, announced the appointment of Robert W. Parker as the General Sales Manager for the Houston property. "Bob brings a wealth of advertising and marketing experience to RUMBO. We are excited to have Bob lead the RUMBO Houston team," said Lynne Cooke, Interim General Manager for RUMBO Houston. Mr. Parker will be responsible for managing the local and regional advertising business for RUMBO’s Houston market. Mr. Parker will also represent RUMBO in the Houston Hispanic and advertising community, and will report directly to the General Manager of RUMBO Houston. Read More: http://www.impremedia.com/press/pr03-27-08_Robert_Parker.html

Study: Online Technology Ownership: The Multicultural Marketing Equation Study 2007 Report # 2
“The emerging minority groups in this study are expanding their technology ownership to a relatively wide range of new categories. This is in contrast to Non-Hispanic Whites who tend to stick to the main trends and show little aspiration for expanding into innovations on the market. Technology acquisition appears like an acculturation progression: Hispanics who answered the questionnaire in English follow closely in levels of technology ownership; those who answered in Spanish have the lowest ownership but are the most aspirational in the near term.”
Source: “Online Technology Ownership: The Multicultural Marketing Equation Study 2007: Report #2”, Hmc.comm.fsu.edu, March 2008.

La Opinión’s 2nd Annual “Exceptional Women” Awards Ceremony Honors 31 Outstanding Latinas
 La Opinión, the leading Spanish-language daily newspaper in the U.S., announced its 2nd annual Mujeres Destacadas (Exceptional Women) recognition and awards ceremony held at the Cathedral Plaza in downtown Los Angeles on Thursday, March 27, 2008. Thirty-one women from across the Southland who have distinguished themselves through outstanding service in the fields of leadership, health, education, business/technology and arts & culture on a volunteer or professional level were honored at this event. Read More: http://www.laopinion.com/mujeresdestacadas/

Hispanic Customers for Life: A Fresh Look at Acculturation by M. Isabel Valdés
“The Hispanic market is experiencing its most important socio-demographic shift since its emergence as a powerful and distinct U.S. market segment. This shift is becoming evident in the marketplace as the Latino “generational crossover” takes place. This book explores the generational differences among Hispanic immigrants and their U.S.- born offspring and what those differences mean for marketers of all kinds of products and services, government agencies and not-for-profit organizations.”
Source: “Hispanic Customers for Life: A Fresh Look at Acculturation”, Isabelvaldes.com, February 28, 2008.

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