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 Online and Print in the U.S., 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 and Vista Magazine. In this issue, read about:

• Gift Cards for Hispanics Average $71, Says New Comdata Study
• National Organizations Unite to Engage New Hispanic Voters
• Garcia and Rodriguez are Among the Top 10 U.S. Surnames
• What’s ‘Online Marketing’ in Spanish?
  
• Half of all FSIs Placed in Hispanic Newspapers are in English

Gift Cards for Hispanics Average $71, Says New Comdata Study
“Retailers are seeing an increase in the cash value of gift cards received by Hispanics. According to Comdata® Stored Value Solutions (CSVS) fifth annual gift card survey, Hispanics received gift cards with the highest average value among ethnic groups at an average balance of $71, compared to $41 for Caucasians and $60 for African-Americans. The Hispanic total was a $33 increase over last year.”
Source: “Gift Cards for Hispanics Average $71, Says New Comdata® Study”, comdata.com, November 2007.

National Organizations Unite to Engage New Hispanic Voters
“Major national Hispanic advocacy groups said they would merge their budgets and strategies to turn out new voters in battleground states where they think the Hispanic voting bloc could sway the presidential election. More than 1 million first-time voters are forecast to join the rolls by next November, but no one knows how many will show up to the polls on Election Day. So rather than sink their money into campaign mailers, the groups plan to bankroll a $3.2 million effort to pump out slick, Spanish-language ads and train volunteers to go door-to-door to convince newcomers that their votes count.”
Source: “National organizations unite to engage new Hispanic voters”, denverpost.com, November 2007.

Garcia and Rodriguez are Among the Top 10 U.S. Surnames
According to U.S. Census figures, Garcia (No. 8) and Rodriguez (No.9) rank among the top 10 surnames in the U.S. Smith continues to be at the top of the list but Hispanics are not falling behind. Six of the top 25 Surnames are also of Hispanic origin making it an indication of the Hispanic growth within the U.S. communities.
Source: “Frequently Occurring Surnames From Census 2000”, Census.gov, November 2007.

What’s ‘Online Marketing’ in Spanish?
eMarketer estimates that there are 18.8 million Hispanic American Internet users in 2007. That number will grow to nearly 25 million in 2011. Language is a key issue for marketers targeting them—but it is not the only issue. “A defining characteristic of this segment is the variety of its nationalities, languages, degrees of acculturation, income and education levels.” Ms. Williamson said.”
Source: “What’s ‘Online Marketing’ in Spanish?”, emarketer.com, November 2007.

Half of all FSIs Placed in Hispanic Newspapers are in English
“Of the 1,983 National Preprints (FSIs) inserted in Hispanic newspapers between January 1 and October 15, 2007, 1001 (50.48%) were in English, according to Portada Ad-Tracking. 767 (38.68%) were in Spanish, while 215 (10.14%) were bilingual.”
Source: “Half of all FSIs Placed in Hispanic Newspapers are in English”, portada-online.com, November 2007.

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