ImpreMedia is proud to bring you En Breve, your intelligence
brief on the US Hispanic market and media. ImpreMedia is the parent
company of El
Diario La Prensa, El Mensajero, La Opinión, La Prensa and La Raza,
the leading Spanish-language newspapers.
In this issue, read about:
Understanding the Hispanic Market
The rapid growth of the Hispanic population as well as their economic influence has become a substantial factor to marketers. With the Nielsen Media Research estimating the Hispanic buying power to surpass $1Trillion by the year 2008, delivering the right message to the right Hispanic household has become detrimental to the retail industry.
Source: “The U.S. Hispanic Population – One Market or Many?,” dmnews.com, August 2006.
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ImpreMedia's
Special "Advertising Power Package" For
2nd half of the Year
With
ImpreMedia offers opportunities for advertisers to
grow sales through its Domingo Print Network, a national
platform of audited weekend publications with over
700,000 copies in Los Angeles, New York, Chicago and
the San Francisco Bay Area. Discover our aggressive
pricing program and special value-added benefits for
Domingo's themed editorial supplements, home-delivered
to Hispanic households.
Topics include: back-to-school (08/13), Hispanic heritage
(10/22), new car preview (10/22), diabetes awareness
(11/05), Thanksgiving, a retail gift guide (12/03)
and the Three Kings celebration (12/31).
For more information, please contact Erich Linker,
212-807-4781, erich.linker@impremedia.com |
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Communicating to Hispanics
When speaking to Hispanics, we communicate to several different ethnic backgrounds that together, totaled over 42 million within the overall U.S. population in 2005. While the some advertisers continue to debate over the best approach in reaching out to the Hispanic Market, Elena Marroquin, the vice president and director of strategy for Tapestry, says ”Even though they come from lots of different places, they do tend to view themselves as similar in substantial ways, as ‘Hispanic’—beginning, of course, with language.”
Source: “Marketers Place Accent On Hispanic Market,” publications.mediapost.com, August 2006.
Minorities Display Strong Brand Loyalty
A new release by the Yankelovich Monitor Multicultural Marketing Study, found both African Americans and Hispanics having strong trust in brands. “Brands must show that they understand the ethnic consumer by crafting culturally appropriate and targeted messaging that speaks directly to them,” said Sonya Suarez-Hammond, director of multicultural marketing insights at Yankelovich.
Source: “Brand Loyalty Strong Among Minorities,” MarketingyMedios.com, August 2006.
Spanish Language Newspaper Popularity Awareness
Spanish language newspapers continue to flourish while the general circulation in the U.S. is declining. “There’s been huge improvement in the quality of Spanish-Language information and a better understanding in recent years of Hispanic consumers and how they use media,” said Bob Shamberg, chairman and chief executive of Newspapers Services of America.
Source: “Spanish Language Newspapers Still Growing in U.S.,” editorandpublisher.com, August 2006.
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La
Opinión's 80th Anniversary Fiestas Commemorative
Supplement
La
Opinión is celebrating its 80th anniversary
this year. For the past eight decades, we have been
committed to informing our readers, serving our community
and providing the best customer service to our clients.
On September 8, 2006 La Opinión will
publish a special commemorative fiestas supplement
that will be distributed to over half a million readers
in Southern California. It will highlight the independence
celebrations of Latin American countries and the past
80 years of La Opinión history. It will
complement an in-paper special series about Hispanic
leaders. The supplement will also be published online.
Space close date is August 25th.
To learn more about this program, please contact your
account executive or call 213-896-2380 or visit http://corp.laopinion.com |
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English Language Broadcasting seeking Latinos Audience
ABC’s new comedy “Ugly Betty” is expected to be a phenomenal hit, as it was worldwide with the Spanish version of “Betty la Fea.” Arena’s Entertainment has been hired though ABC to promote the program to Latinos in the U.S. Promotions will include grassroots marketing as well as traditional marketing with print, broadcast and special event campaigns.
Source: “Ugly Betty’ Attracts Hispanic Marketing, PR,” MarketingyMedios.com, August 2006.
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Los Angeles, CA 90017. |
