Volume 8, Number 35
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April 29, 2010
We were so glad when Governor Schwarzenegger appointed
Joel Ayala to head the new, and much needed, California
Office of Economic Development. Joel's efforts as Executive
Director of the California Hispanic Chamber of Commerce
certainly lifted the Chamber to new highs. We anticipate
many more great things from his efforts in his new office.
In this issue
Governor Launches Office of Economic Development To Be
Headed By Joel Ayala, Former Head of the California Hispanic
Chamber of Commerce
MUSIC PRODUCER EMILIO ESTEFAN FEATURED SPEAKER
AT LATINO LEADERS LUNCHEON SERIES™
Comedy Special, Rick Najera's LATINOLOGUES: The Re-Mex to
Benefit The Ricardo Montalban Foundation on Saturday, May 8,
2010
LATINO REPRESENTATION CONTINUES TO LAG IN THE
FEDERAL WORKFORCE
Have You Looked Up Your Community's 2010 Census Mail
Participation Rate?
NEW FOUNDATION CREATED TO PROMOTE GLOBAL
CUBAN CULTURE
More Books for your consideration
Issue quote
"Opportunity is a parade. Even as one chance
passes, the next is a fife and drum echoing in the
distance." ~Robert Brault,
www.robertbrault.com
If you find a quote you like let me know. I will be happy to send to our
 8,800 plus Hispanic advertising and media executives & give you a plug for
sending it!

Our Goal
Latino Print Network's goal with each issue is for you to say at
least once "I didn't know that".

Podcasts
Check out HM101 Podcasts. We keep the podcasts short and
insightful on various aspects of Hispanic marketing and the
community. We've interviewed over 50 media, marketing and
community leaders to provide you with their insights.

Un abrazo,

Kirk Whisler
Executive Editor

LUIS VALDEZ's
landmark stage play,
"ZOOT SUIT" is set to
open in Mexico City
on April 29, 2010.
Luis Valdez directs the National
Theatre Company of Mexico Governor Launches Office of Economic
(CNT) in what will be the first
Chicano play ever produced by Development
the national company. Alma
Martinez, who appeared in the By Joel Ayala
original stage and film, brought Director, Governor's Office of
the project to the CNT and Economic Development
serves as US-Mexico Project
Coordinator. What's the first thing that comes to mind when you think
about California's economy? If it's the high unemployment
FACEBOOK: Zoot Suit
numbers or the budget deficits in Sacramento, you are not
(Compañía Nacional de Teatro) alone. But it's also true that California, in spite of its
problems, remains one of the ten biggest economies in the
world and America's leader in categories like industrial
research and development and attracting foreign direct
investment.

California cannot allow the past few years of recession to

threaten our state's economic standing on the world stage.
We must do everything we can to make sure our state
 remains an attractive place for economic innovation.

That is why Governor Schwarzenegger is today announcing

the launch of the Governor's Office of Economic Development.
By creating this new office, the Governor is letting it be
known that California will become an even better place for
doing business once we do away with some current layers of
bureaucracy and streamline economic operations.

Today's announcement comes after the Little Hoover

Commission issued a report last month called "Making Up for
Lost Ground: Creating a Governor's Office of Economic
The 2010 International
Development." In their report, the Little Hoover Commission
Latino Book Awards highlighted the problems with not having an entity to speak
will be held May 25, authoritatively on the state's economic agenda. The report
2010 at the Jacob said a strong governor's vision can guide economic growth,
Javits Convention and an Office of Economic Development can centralize core
Center in New York. functions and spark increased economic activity. Governor
Phone 760-434-4484 Schwarzenegger agreed with the Commission's findings and
established this office by Executive Order.
about attending or
sponsoring this I will be the director of GoED, and I will do everything I can to
important event. carry out the Governor's vision of leveraging our state's
resources to benefit anyone who wants to start a new
business in our state or keep an existing one here. It's time to
jumpstart the economy, and we cannot waste any
opportunities to create jobs, increase revenues, or raise
California's standard of living.

This will not be just a toothless commission for show. The

GoED will stimulate the economy through a combination of
strategies, including new development and partnerships with
the private sector as well as with community, local, and
TransEdita national organizations. Most importantly, GoED has already
The All-in-One pulled together all the state entities that have a role in
Translation, Editing & economic development and is synchronizing them together to
improve communication and efficiency. Our team includes
Design Service.
California Business Investment Services, the Office of the
Get the quality & price Small Business Advocate and Innovation Hubs (iHubs).
you need from a
professional service As we move forward, GoED will work aggressively with
provider to book, businesspeople, educators, investors, and others to create the
newspaper and arrangements and partnerships that will make California stand
government entities. out to the rest of the world for years to come as an example
of a place where businesses can flourish.
Contact
 transedita@live.com
or go to
www.transedita.com
If you are interested in the
Entertainment Industry,
consider joining the National
Association of Latino
Independent Producers. For
10 year NALIP has helped
thousands of Latinos gain access
and power within the
Entertainment Industry. The
organizations serves producers,
directors, writers, and all other
behind the camera professions.
For more information about
becoming a member click
here. Regular memberships are
as low as $50 and student
memberships only $20.
The National
Association of Hispanic
To learn more about GoED, you can visit our website at
www.business.ca.gov. We will make Business.CA.Gov a useful
resource for businesses, with information about topics like
obtaining permits, regulations, and site certification.
The current recession has made it essential that California
works even harder to maintain its record of economic
achievement, and that is what today's announcement is all
about.
MUSIC PRODUCER EMILIO ESTEFAN
FEATURED SPEAKER AT
LATINO LEADERS LUNCHEON SERIES™
Music producer Emilio Estefan will be the featured speaker at the next
Latino Leaders Luncheon Series™, taking place from 11:30 am-2:00 pm
on Tuesday, May 4, 2010 at the Hyatt Regency Capitol Hill, 400 New
Jersey Avenue, NW in Washington, DC. Additional speakers for the
program include Senator Bob Menendez; The Honorable Mickey Ibarra,
Latino Leaders Network (LLN) Founder & Chairman; Clara Padilla
Andrews, President, National Association of Hispanic Publications;
Michelle Minguez Moore; LLN Executive Director; Margarita Flores,
Senior Director of Community Relations for Anheuser-Busch, Inc.; and
Norelie Garcia, Associate Vice President of Public Affairs,AT&T. The
quarterly event provides a platform for prominent Latino leaders to share
their personal story of obstacles overcome to achieve success.
"We are delighted to welcome Emilio Estefan to the Latino Leaders
Luncheon Series™ and to present him with the Nambe Eagle
Leadership Award for outstanding contributions to our community," says
Mickey Ibarra, Founder and Chairman of the Latino Leaders Network™.
"As someone who has put his indelible stamp on America's Latino
cultural experience, he is credited with helping launch and foster the
careers of many of America's greatest Latino musicians. His cultural
leadership has spanned generations and helped make Latino music one
of America's most popular musical genres."
Emilio Estefan emigrated to the U.S. from Cuba in the 1960s, quickly
establishing himself as a talented musician and producer with the Miami
Sound Machine, which also featured a young Gloria Fajardo who later
became his wife. Emilio has been instrumental in shaping, developing
Publication's José Martí
Awards are the largest
Latino Media Awards
Click here for the 2010
Award Winners
For you to learn more
about the values of
Hispanic Publications
Latino Print Network
has done an 80 page
study entitled The
Strengths of Hispanic
Owned Publications
The study details through
interviews and research the 29
key values Hispanic Publications
offer to those wanting to reach
the Latino community.
Click Here To Get The
FREE 80 Page Study
The 2009 Hispanic
Print Trends &
Analysis
Click here for the
most comprehensive
and directing the careers of his superstar wife, Gloria as well as Shakira,
Ricky Martin, Marc Anthony, Jon Secada, Alejandro Fernandez, Thalia,
Carlos Vives, and Jennifer López, among many others. His resume
includes over 30 Grammy nominations and 19 Grammy Awards. In
2002, President George W. Bush appointed Emilio as a member of the
President's Committee on the Arts and Humanities and he has produced
many historical musical events at the White House. Most recently he
was tapped by President Barack Obama to the committee that will
create the first National Museum of the American Latino.
After a quarter of a century producing music, in 2008, Emilio produced
and directed his first full-length documentary film, "90 Millas," based on
the pioneers and history of Cuban music. The film received critical
accolades after premiering in the Tribecca Film Festival, Dubai Film
Festival and the Miami International Film Festival.In 2010, Emilio
became a best-selling author with the release of "The Rhythm of
Success - How an Immigrant Produced his own American Dream." It
chronicles the story of his perseverance in succeeding both in his
personal and professional life.
In 2009, Emilio became the first Cuban-American to become a minority
share-holder in an NFL franchise, by purchasing a stake in the Miami
Dolphins. Among the many awards and honors that Emilio has received
are his Honorary Doctorate degrees from Barry University, University of
Miami, Florida International University and Berkley School of Music. He
also received the Sammy Cahn Lifetime Achievement Award by the
Songwriters Hall of Fame and was awarded the Ellis Island Medal of
Honor in 2009. In 2005, Emilio received the BMI Songwriter of the Year
award and a Star on the Hollywood Walk of Fame.
Anheuser-Busch Companies, Inc. and AT&T are the co-sponsors of the
luncheon and the network reception is supported by the Corporation for
Public Broadcasting. Media partners include the Hispanic
Communications Network, Latino Leaders Magazine, LATINA Style
online, and El Tiempo Latino.
The first Latino Leaders Luncheon Series event was held in 2004 and
more than 20 luncheons have taken place since that time, featuring
astronaut Jose Hernandez, CNN anchor Soledad O'Brien, Labor
Secretary Hilda Solis; Governor Bill Richardson; Senators Bob
Menendez, Mel Martinez and Ken Salazar; Attorney General Alberto
Gonzales; Mayor Antonio Villaraigosa; Father Virgilio Elizondo; actors
Wilmer Valderamma and Eva Longoria; journalist Maria Hinojoso; and
 annual analysis of NY Mets General Manager Omar Minaya, among others. Details and
Hispanic Print photos from each of these events are available on the Latino Leaders
Network™ website.
anywhere.
Latino Leaders Network™ (LLN) is a non-profit, 501(c)(3) organization
For more indepth research
please call Kirk Whisler,
whose mission is to develop ongoing opportunities to bring leaders
Latino Print Network, together to establish relationships and dialogue on issues important to
760-434-1223, the Latino community. In addition to the Latino Leaders Luncheon
kirk@whisler.com Series™, other signature LLN events include the Latino Leaders Issue
Hour and Tribute to Mayors. LLN also produces an on-line leadership
directory and publishes the Latino Honor Roll highlighting members of
Congress who employ at least one Latino in their DC Congressional
office. Mickey Ibarra, LLN Founder and Chairman, served as Assistant
to the President and Director of Intergovernmental Affairs at the White
House from 1997 to 2001. Other LLN Board members include:
Michelle Minguez Moore, LLN Executive Director; Maria Teresa
Petersen, Voto Latino; Ruben Alvarez, The Molera Alvarez Group;
David Ibarra; Ibarra Foundation, and Ken Trujillo, Trujillo Rodriguez &
Richards, LLC http://www.trrlaw.com/. For more information, go to
www.LatinoLeadersNetwork.org.

Comedy Special, Rick Najera's

Need A
LATINOLOGUES: The Re-Mex to
Quality Portrait for
Benefit The Ricardo Montalban
your business,
restaurant or family?
Foundation on Saturday, May 8, 2010
Ignacio Gomez has over
250 satisfied clients. Award-winning Latino Broadway Comedy
Call Ignacio Gomez at Celebrates 15 Years of Laugher, One Night
818-243-2838 Only May 8 at Ricardo Montalbán Theatre in
Hollywood, CA
The State of Hispanic Writer/performer Rick Najera and his ensemble cast will
Print 2010 celebrate Latinologues' 15-year anniversary with a special,
one night only performance on Saturday, May 8 at The
Click here for The Ricardo Montalbán Theatre in Hollywood. Fifty percent of the
State of Hispanic Print proceeds from the show will benefit the Ricardo Montalbán
Foundation, which supports and promotes theatrical
power point productions by performers, musicians, artisans, playwrights
presentation that Kirk and directors of Hispanic heritage.
Whisler gave at the
 2010 NAHP
Convention in
Albuquerque
For more indepth research
please call Kirk Whisler,
Latino Print Network,
760-434-1223,
kirk@whisler.com
Be sure to mark your
calendar for the NAHP
2011 Convention:
Orlando, Fla
October 12-15,
2011
Hispanic Zip Profile USA
offers you a totally different
way to market to Latinos.
Not merely the number of
Latinos in a zip code and a
few basic characteristics, but
over a thousand pieces of
GREAT data. For example
target Hispanics by five
comprehensive levels of
language skills with the
detailed LPN Spanish Index.
Latinologues, the brainchild of award winning playwright-
writer-director-performer Rick Najera, is a theatrical collection
of live comedic and poignant sketch monologues about Latino
life in America. With a background in comedic writing (trained
at Warner Bros Writing Program), Najera wrote for
groundbreaking television comedies such as In Living Color,
MADtv, Culture Clash on Fox and The Robert Townsend Show.
"Latinologues has had more than 150 actors in this show from
the barrio to Broadway," said creator Rick Najera. "It's always
changing like the culture, but it's always fun. It's a comic
celebration of fifteen years of social satire and comedy."
Latinologues has toured the nation to sold out houses and
standing ovations, and in 2005 Latinologues hit the big lights
of Broadway with a 4-month run (137 performances) at the
legendary Helen Hayes Theatre. The Broadway production
was directed by comic legend Cheech Marin.
The special benefit show includes cast members Rafael
Agustin, Carmen Corral, Veronica Diaz-Carranza, Jesse
Garcia, Odalys Garcia, Gabriel Gonzalez, Dyana Ortelli,
Douglas Spain and Rick Najera. Guests can party with the
cast immediately after the performance with special guest DJ
Efren Ramirez (Pedro from "Napoleon Dynamite").
Latinologues: The Re-Mex will take place one night only on
Saturday, May 8, 2010 at The Ricardo Montalbán Theatre,
1615 Vine Street, Los Angeles, CA 90028. Tickets are $20
pre-sale, $25 door and on sale now at www.tix.com. Produced
by Najera & Assoc. including Rafael Agustin, Oskar Toruno and
Rick Najera and The Ricardo Montalban Foundation. For more
information on Rick Najera's Latinologues, visit
www.latinologues.net.
Click here to purchase tickets
LATINO REPRESENTATION CONTINUES TO
LAG IN THE FEDERAL WORKFORCE
Calling the results "unacceptable," Janet Murguía, President
and CEO of NCLR (National Council of La Raza), the largest
national Hispanic civil rights and advocacy organization in the
United States, called on the Obama administration to
Call Kirk at 760-434-1223 for strengthen its efforts to recruit, hire, retain, and promote
more information. qualified Latinos in the federal government following the
release of the Office of Personnel Management's (OPM) Ninth
Annual Report on Hispanic Employment in the Federal
NEED PRINTING? Government. This is especially critical given that the Latino
unemployment rate is currently 12.6%.
Wholesale printing and
mailing services. "It is almost unbelievable that, at a time when Latinos are the
fastest-growing segment of the labor force, the rate of federal
Great prices!
Hispanic hiring is actually going down," said Murguía. "That
Great Quality!
the numbers are going in the wrong direction is evidence of a
Fast Turn-a-round!
deep, systemic failure."
Give us a call:
951-677-0017 or email: Among the findings of the report:
pleasequote@yahoo.com
The percentage of Hispanics in the federal workforce is
8.0%, while Hispanics make up 13.2% of the civilian
workforce.
Hispanic representation among new hires dropped from
9.2% in the previous reporting period (July 2007-June
2008) to 7.3% in the most recent period (July
2008-June 2009).
Hispanic new hires in the Student Career Experience
Program dropped from 5.1% to 4.9%.

"We recognize that this is a long-standing problem," Murguía

continued. "We understand it cannot be solved overnight, and
we commend OPM Director John Berry and Deputy Director
Christine Griffin for taking some initial steps toward
development of a comprehensive strategy. Latinos now need
the federal government to step forward and be a champion
for our community.

"Government jobs, which offer good wages, benefits, and

pensions, traditionally serve as a critical pathway to the
middle class for disadvantaged groups. The chronic exclusion
of Latinos from the federal government directly contributes to
societal inequality."

NCLR believes that the absence of Hispanics in key positions

Need Great Artwork
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undermines the government's ability to design and execute
strategies to reach the growing Latino population. "This is
vital to all Americans, since we cannot improve our overall
well-being if we fail to include the nation's largest and fastest-
growing ethnic minority," Murguía added.

Efforts?
Ignacio Gomez has
created 150+ magazine
covers; 625+
illustrations for
marketing campaigns;
40+ movie and theater
posters; and hundreds
of other images.
Call Ignacio Gomez at
818-243-2838
Sign up for Hispanic Marketing 101
podcasts
The Big Winner
at the 2008 Tony's is now
slated to be a movie
"We commend the president and the White House for the
increased rate of Latino political appointments, but the lack of
Latino representation in the federal workforce is another
story. It is our hope that the administration will demonstrate
the same commitment to increasing the Latino federal
workforce as it did on appointments," Murguía concluded.
Have You Looked Up Your Community's
2010 Census Mail Participation Rate?
If everyone across the nation mailed back their forms,
taxpayers could reduce the cost of taking the census by about
$1.5 billion. On the Census Bureau's Take 10 Challenge Map
http://2010.census.gov/2010census/take10map/ you
can track how well your community is participating in the
census by seeing what percentage of households have mailed
back their census forms.
The nation surpassed the 50% mark on the last day of March
-- half the nation has returned their census form. Are you
above or below this national rate? The Census Bureau is
challenging all communities to achieve a higher rate in 2010
than they did in 2000. Nationally, our goal is to "beat" the
2000 Census rate of 72%. Each community's 2000 rate is also
on the Take 10 Map.
The Mail Participation Rate Tracker Widget is now available for
you to embed on your Web site. It's an easy way to remind
your constituents that they need to mail back their census
forms. Perhaps it will inspire them, too. Once the widget
displaying your area's rate is embedded on your site, the rate
will automatically update every day when Take 10 map is
updated with the latest daily rates. Directions for finding and
embedding your Rate Tracker Widget are included below.
Remember:Census data help determine how more than $400
BILLION in Federal funds are distributed to state, local and
tribal areas each year. A complete count of your community
in the census will help ensure that your community gets its
fair share of census-based funding for the next ten years.
NEW FOUNDATION CREATED TO
PROMOTE GLOBAL CUBAN CULTURE
Join Our List
Art collectors Howard and Patricia Farber announced today the
establishment of Fundación Cuba Avant-Garde, an independent, private
foundation created to support broader recognition and understanding of
contemporary Cuban art and culture worldwide.

"Fundación Cuba Avant-Garde is committed to supporting US-based

nonprofits and their international partners, whose programming and
activities raise awareness of Cuban art and culture," said Howard
Farber. "There is brilliant talent in all aspects of Cuban culture-including
dance, music, cinema, literature, architecture, and the visual arts-both
on the island and internationally. Our goal is to facilitate and bring
needed attention to this global creative output."

In the current economic environment, Farber noted, cultural

organizations are faced with tough financial decisions. "Through our
strategic giving, we're looking to ensure that programs that make a
difference-artist residencies and educational publications, for
instance-can still flourish."

To help fulfill its mission of fostering broader international recognition of

Cuban art and culture, Fundación Cuba Avant-Garde has established
the website Cuban Art News (cubanartnews.org). Featuring a mix of
original coverage, aggregated content, and links, Cuban Art News offers
news and updates on Cuban art and cultural activities worldwide. The
website will cover art exhibitions, film festivals, dance performances,
new books of interest, and other cultural topics.

Fundación Cuba Avant-Garde's founders, Howard and Patricia Farber,

have been actively involved in international culture for the past 40 years,
both as art collectors and as patrons of the performing arts. "We're
tremendously excited to be taking this step in our evolving commitment
to contemporary Cuban art and culture," said Patricia Farber. "It is, in
effect, a commitment to art and culture worldwide, and the part that
Cuban artists of all disciplines can play in that international dialogue."

To request additional information, photos and/or to schedule interviews

with Mr. Farber, contact Neyda Martinez via cell at 917.656.7846 or
email: monserrat536@msn.com. To view the guidelines and critieria,
visit: http://www.fundacioncag.org/

More Books For Your Consideration

 Important Events
To Plan For?
e-mail info about your Media, Marketing or Latino event to
kirk@whisler.com

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HM101 Thank you.

Sinceramente,

Kirk Whisler
Hispanic Marketing 101

email: kirk@whisler.com
voice: (760) 434-1223
Latino Print Network overall: 760-434-7474
 web: www.hm101.com
Podcast: www.mylatinonetwork.com

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