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Hola!
F o r A l l Yo u r O n l i n e
& Print Hispanic First of all, if we can help you with you Cinco de Mayo
marketing plans please give me a call. Secondly, we've got a
Adver tising Needs quote in this issue that nearly 600 years old - but more
We are the Experts relevant than ever. Enjoy.
In this issue
Our Goal
Latino Print Network's goal with each issue is for you to say at
Cal State San Bernardino will least once "I didn't know that".
host its first Latino Education
and Advocacy Day, or LEAD, Podcasts
conference for educators and Check out HM101 Podcasts. We keep the podcasts short and
advocates on Monday, March 29, insightful on various aspects of Hispanic marketing and the
2010. Speakers include Dolores
community. We've interviewed over 50 media, marketing and
Huerta, Sylvia Mendez and Juan
community leaders to provide you with their insights.
Sepulveda.
Click here for more info.
Un abrazo,
Kirk Whisler
Executive Editor
Navigating in a
Source for the following statements: 2008 American
Sea of Change, Community Survey 1-Year
will be held April Estimates, Selected Population Profile in the United States:
9-11 at Loews Mexican http://factfinder.census.gov
25.7
Median age of people in the United States of Mexican descent.
This compares with 36.9 years for the population as a whole.
695,000
Number of Mexican-Americans who are U.S. military veterans.
1.4 million
Number of people of Mexican descent 25 and older with a
bachelor's degree or higher. This includes about 395,000 who
have a graduate or professional degree.
35%
Among households where a householder was of Mexican
origin, the percentage of married-couple families with own
children younger than 18. For all households, the
corresponding percentage was 21 percent.
70%
Percentage of civilians 16 and older of Mexican origin in the
labor force. The percentage was 66 percent for the population
as a whole. There were 14 million people of Mexican heritage
in the labor force, comprising 9 percent of the total.
The All-in-One
Translation, Editing & 51%
Percentage of householders of Mexican origin in occupied
Design Service.
housing units who owned the home in which they lived. This
Get the service you need
compares with 67 percent for the population as a whole.
from an experienced
publication translation 11.3 million, or 37%
service; contact Number and percentage of Mexican-origin people who are
transedita@live.com foreign-born; 2.5 million of them are naturalized citizens.
or go to Among the population as a whole, 12 percent are
foreign-born.
www.transedita.com
76%
Percentage of Mexican-origin people who speak a language
other than English at home; among these people, 38 percent
speak English less than "very well." Among the population as
a whole, the corresponding figures were 20 percent and 9
percent, respectively.
$96.7 billion
Sales and receipts for firms owned by people of Mexican
origin in 2002.
116,290
Number of firms owned by people of Mexican origin in the
The National construction sector in 2002, which led all sectors.
381
Number of U.S. tortilla manufacturing establishments in 2007.
The establishments that produce this unleavened flat bread
If you are interested in the employed 15,160 people. Tortillas, the principal food of the
Entertainment Industry, Aztecs, are known as the "bread of Mexico." One in three of
consider joining the National these establishments was in Texas.
Association of Latino Source: County Business Patterns: 2007
Independent Producers. For http://www.census.gov/Press-Release/www/releases/archives
10 year NALIP has helped
/county_business_patterns/014105.html
thousands of Latinos gain access
and power within the
Entertainment Industry. The Greening of America Must Include Latinos
organizations serves producers,
directors, writers, and all other
behind the camera professions. By Mickey Ibarra
For more information about
becoming a member click While most Americans are concerned about the growing
here. Regular memberships are environmental threat of climate change, there is one
as low as $50 and student demographic group that is disproportionately affected: the
memberships only $20. Latino community. Currently the nation's largest and fastest
growing minority, Latinos represent 15% of the total
population and reside primarily in urban areas more impacted
by environmental damage.
Orlando, Fla Research has shown that Latinos care deeply about the
environment and the threat of global warming and want to be
October 12-15, a part of implementing clean energy solutions that not only
2011 help the environment but create green jobs as well.
According to a recent survey from Bendixen & Associates
commissioned by The Sierra Club, "more than 80 percent of
Latino voters said that energy and environmental issues have
'a lot' or 'some' impact on the quality of life and health of
their families." Furthermore, 93% of Latinos polled agreed
with a statement that they have a moral responsibility to take
care of the earth. These and other surveys show that Latinos
are eager to play a role in the green workforce, not only to
help lift their families from poverty but also to contribute to
the social fabric of this nation in a meaningful way.
2009 is the peak year with 428 Hispanic weeklies, up from 350 in
2005
Combined ad revenues have GROWN 11.4% since 2005
Weeklies now account for 34% of all ad sales, first time weeklies
have passed dailies
Hispanic owned weeklies are, as a whole, holding solid when
they're driven by LOCAL ad revenues
Local Magazines
With local Latino magazines there are also some bright spots, as well as
areas of concern.
2008 was the peak year with 302 Hispanic local glossy &
newsprint magazines
2008 was the peak year for ad revenues, but while local glossy
magazines have seen a 27% drop, newsprint publications have
remained stable and account for 8% of all ad revenue
Hispanic owned weeklies like El Aviso, El Especial, and El
Clasificado are key segments to watch
Need Great Artwork National Magazines
For Your Marketing After dailies, national weeklies are suffering the most.
Efforts?
2008 was the peak year with 164 national Hispanic magazines
Ignacio Gomez has (International magazines are a separate category)
created 150+ magazine At the end of 2009 there were 136 national Hispanic magazines
covers; 625+ Ad revenues dropped 27% this past year, but still account for
illustrations for 13% of all ad revenues
marketing campaigns; A bright spot would be People en Español that has seen their
40+ movie and theater circulation grow every year
posters; and hundreds
Employment
of other images.
While the overall employment numbers may be down, Hispanic
publications still employ the vast majority of Latinos working in English
or Spanish in the media in the United States.
This was the most exciting series of NAHP José Martí Awards
in a number of years. Between last Thursday and Saturday a
total of 222 Gold, Silver and Bronze awards were given out to
50 different Hispanic publications across the USA.
A Significant Presence
The delegation from ANLE, whose Academy has witnessed
unprecedented dynamism recently, had prepared
presentations and other forms of participation that deserve to
be communicated.
ANLE believes that the book is of keen interest not only to the
lovers of the Chilean poet's work, but also to scholars, given
that it contains the results of new original research. ANLE has
sent the cover, the index and the introduction so that they
can be included in the web page of the Congress.
A Virtual Congress
Given the importance of the Congress and of the
presentations of all the academies, the option of holding a
virtual congress was raised so as to take advantage in some
way of the work of those who planned to participate and the
funds invested. Because of the difficult circumstances in Chile
and the return of the majority of the participants, it was
possible to gather only some interviews, roundtables and
presentations, now available at http://blogs.elpais.com
/papeles-perdidos/congreso-de-la-lengua-espanola.html
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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