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Total Media Coverage for Minnesota’s Latino Market

Media Kit 2011-12

Media Kit


“LCN, more than a Latino media company, is a professional multimedia company that happens to be owned by Latinos.� Total audience of Latino Communications Network media outlets: print + radio + internet + sms

> 100,000 weekly


Latino Communications Network Chronology of a successful multimedia company

2000

Formed in April 2000, Latino Communications Network began operations by brokering newspaper ads for market leading Latino newspapers and managing the Spanish-language yellow pages, the Minnesota Hispanic Directory. Later that year, we also launched Vida y Sabor, Minnesota’s first Latino entertainment magazine.

2002

In 2002, the company merged with Nuestra Gente, Minnesota’s largest all-Spanish newspaper. The newspaper’s publisher, Juan Carlos Alanis, became Latino Communications Vice President & Production Manager, and the name of the paper was changed to Gente de Minnesota.

2003

Having built a base of small-business and corporate clients, by 2003, we realized that our clients were interested in services beyond print advertising. To meet this need, we partnered with several local events groups to offer event sponsorships and create independent events. In addition, we added a direct mail list to our list of products in the fall of 2003.

2004

Our staff and space needs made us look for a more appropriate facility--one that reflected our expectations for continued growth. We were offered the second floor of Plaza Verde, a re-development project by Neighborhood Development Corporation (NDC) and Latino Economic Development Center (LEDC).

2005

LCN had always looked for ways to expand our media and marketing services to remain the most effective way to reach Minnesota’s Latino community. In partnership with Davidson Media, on November 1st of 2005, we launched “La Invasora 1400”. Clients and friends saw this as a great opportunity for LCN, in a field that was underserved and was needing a new perspective on Latino broadcasting.

2006

LCN opened the year with a great surprise for the community. After months of negotiations, we acquired “La Prensa de Minnesota,” the most respected Latino newspaper in the region. Revamped as a fully bilingual publication for the bi-cultural reader, the new “La Prensa” started circulation at the end of February.

2010

As the Internet is gaining popularity along portable devices, LCN is preparing to embrace the future updating its on-line offering and embracing new technologies as SMS, Twitter, Facebook, getting ready for the future.


The Minnesota Latino Market Latinos by the numbers

Population Growth In the 1990s, the US Census predicted that by the year 2025, Latinos would be the nation’s biggest minority group. By 2000, this was already the case. In 2000, the US Census reported that 143,381 Latinos were living in Minnesota. The Census Department estimated that by 2015 Minnesota would have a Latino population of 150,000. However, in 2002, they published an updated report that estimated the population to be 158,752, already eight years and 8,000 people ahead of their earlier projection. An updated report shows a population of 250,000 in 2010; those numbers show an increase that’s also reflected nationally. It was forecasted that Latinos would the biggest minority group by 2025. By 2000, this was already the case. Today, prominent Latino organizations and businesses directly serving the Latino community of Minnesota estimate the actual population to be closer to 300,000-350,000. These numbers have also been used by some local authorities, such as some city governments, on multiple occasions. Why such a difference? Government agencies tend to be on the conservative side and do not always take into account the undercount caused by undocumented Latinos who do not participate in Census reports. They also do not have the advantage of being directly connected to the community and speaking with recently-arrived immigrants on a daily basis, thereby making it more difficult for them to detect growth. These numbers are reflected in household ownership, school registration information, and in the recent establishment by two Latino governments-- Mexico and Ecuador--of consular representation in Minnesota. These two communities are the largest among Minnesota’s Latino community. One of the most important facts gleaned from the 2000 & 2010 Census has been the impressive 168 & 78 percent growth rate of the Latino population in Minnesota, which put the state in the TOP 10 in the nation for Latino growth rates.

Population at a Glance * *Based on census information

Ethnicity Percentage of MN’s Latino Population

Where do Latinos live?

Mexican 66.7% Minneapolis/St Paul Puerto Rican 4.6 % Twin Cities Suburbs Cuban 1.8 % Greater Minnesota Other 26.9%

37% 37% 26%

$1

Estimated buying power of Latinos in the US.

$4.8 billion

Estimated buying power of Latinos in Minnesota as of 2006.

trillion

$39.3 thousand 8.8% 78%

Average income of the Latino household in the Mpls/St. Paul area. Annual growth rate of Latino buying power nationwide. Compared to 4.9% for nonLatinos. Population increase for Latinos 2000-2010 . Compared to 14.8% for non-Latinos.

547%

Rate of growth of Latino buying power in Minnesota 1990-2010.

3.3

Average number of persons in the Latino household. Compared to 2.4 for nonLatinos.

48%

Percentage of Latino homeowners.

60%

Percentage of Latinos in Minnesota born in the US, another 8% are naturalized.

Latinos spend more than non-Latinos on groceries, telephone services, furniture, small appliances, children’s clothing, and footwear. Latinos spend a higher percentage of their income on restaurants, housing, vehicle purchases, gasoline and motor oil (Source: Selig Center).


Clients & Testimonials

“The multiple services offered by Latino Communication provided us with the opportunity to reach and stay informed about a distinct and important part of our community, not effectively reached with traditional media. “ Ben Lopez, Vice President of Community Affairs US BANK “My business and marketability have been greatly increased through Gente de Minnesota and El Directorio Hispano. The holiday ads in the newspaper have been especially effective. In the last four years I’ve been working with them, I’ve watched Latino Communications grow dramatically. Jose Carlos Gracia, Sales Luther Toyota “LCN’ has helped the Minnesota Twins connect with the Latino community through their publications and market insight. We are looking forward to continuing and growing our partnership.” Nancy O’Brien, Advertising Director Minnesota Twins “Since 1997 La Prensa and Gente de Minnesota have been the most reliable way to develop familiarity with the Latino community. I credit my relationship with LCN for my constant annual growth in sales. Alex Treviño, Sales Manager Polar Chevrolet Mazda “Mi experiencia con la revista Vida y Sabor fue satisfactoria he recibido muchas llamadas y tambien los precios son bastante razonables y el servicio que me brindaron fue muy bueno.” Jose Soto, Dueño Almacenes Marias, Chicago, IL “The Hispanic Directory is a wonderful resource to utilize to reach the Latino community.” Debora Alexander, Diversity Recruiter Hennepin County Human Resources Dept.


11 years leading the Latino entertainment!

Vida y Sabor

Effective October,2011

[ Profile ] Founded: August 2000 Publisher: Juan Carlos Alanis Website: vidaysabor.com Frequency: Weekly Publishing day: Friday Format: Tabloid Size: 10.5”x12.5”

The Latino alternative weekly in Minnesota

Circulation: 15,000 copies Rack distribution: 10,000 Digital Copies: 5,000+ Coverage: Twin Cities Metro Page Count: 32 Pages Language: 100% Spanish

> Editorial mission -To serve the young reader with educational and entertaining content. -To provide information about the Latino scene in Minnesota. -To function as a catalyst for social and human relations within the young Latino crowd.

Member since 1999

> Target reader: -The growing Latino population between the ages of 18-30, 75% of whom are Mexican. -90% prefer Spanish, 50% are bicultural -A favorite of young Latinas.

[ Deadlines ]

> Readership 40,000 (estimated 3.5 readers per hard copy + digital)

Space Reservation: Wednesday 6 pm Materials submission: Friday 6 pm Classifieds: Friday 6 pm Fax ads hardcopies to: 612-729-5999 Email ads to: ads@lcnmedia.com JPG, PSD, AIs, PDFs & EPSs preferred

> Highest circulation rate -VyS has the highest pick up rate of any Latino publication in Minnesota.

[ Rates ] > Modular Rates for ROP (Net)

B/W Color Full Page $1,200 $1500 1/2 Page $ 630 $ 788 1/3 Page $ 420 $ 525 1/4 Page $ 330 $ 413 1/6 Page $ 220 $ 275 1/8 Page $ 173 $ 216 1/12 Page $ 120 $ 150 Agencies add 15%

> Rates for Classifieds Col-inch: Same pricing as B/W ROP > Open Rates for FSIs (Inserts): Per 1000s: $100 (Min 5K) > Premium Placement: Add 10%

[ Frequency Discounts ]

6-12 Weeks 5% 13-25 Weeks 10% 25-51 Weeks 15% 52+ Weeks 20% Prepayment 5%

[ Modular Advertising]

The following table shows the most common ad prices and sizes: Modular Ad Prices BW/Color Open 6-12x 13-25x 26-51x 52+ Full $1,020 $960 $1,200 $1,140 $1,080 $1,500 $1,425 $1,350 $1,275 $1,200 1/2 $599 $567 $536 $504 $630 $788 $748 $709 $669 $630 1/3 $399 $378 $357 $336 $420 $525 $499 $473 $446 $420 1/4 $314 $297 $281 $264 $330 $413 $392 $371 $351 $330 1/6 $209 $198 $187 $176 $220 $275 $261 $248 $234 $220 1/8 $164 $155 $147 $138 $173 $216 $205 $194 $183 $173 1/12 $114 $108 $102 $96 $120 $150 $143 $135 $128 $120 Please note: above rates are NET “per insertion”, don’t include prepay discounts

Modular Ad Sizes A1 Full Page: B1 1/2 Vertical: B2 1/2 Horizontal: C1 1/3 Vertical C2 1/3 Horizontal: D1 1/4 Vertical: D2 1/4 Horizontal: D3 1/4 Columnal: E1 1/6 Vertical: E2 1/6 Horizontal: F1 1/8 Vertical: F2 1/8 Horizontal: G1 1/12 Horizontal:

9.65”x11.50” 4.67”x11.50” 9.65”x 5.67” 3.06”x11.50” 9.50”x 3.73” 4.67”x 5.67” 9.50”x 2.76” 2.26”x11.00” 4.67”x 3.73” 9.50”x 1.79” 2.26”x 5.67” 4.67”x 2.76” 4.67”x 1.79”

A1

B1 B2

D1

F1

D2

F2

D3

G1

C1

E1

C2

E2


20 years serving the Latino Community!

La Prensa/Gente de Minnesota Effective: October,2011

[ Profile ] The Leading Latino Newspaper in Minnesota

Now included with La Prensa de MN > Editorial mission -La Prensa de Minnesota covers issues key to the Latino community and the community at large through reliable, analytical content and an innovative, community approach. > Target reader: -First/second generation Latino immigrants, ages 21-54. -75% are Mexican -90% prefer Spanish

Founded: 1991 Publisher: Juan Carlos Alanis Website: laprensademn.com Frequency: Weekly Publishing day: Friday Format: Tabloid Size: 10.5”x12.5” > Bicultural/ Bilingual -A bridge between communities since 1991. WWW.LAPRENSA -MN.COM MINNEAPOLIS

23 DE FEBRERO

AL 5 DE MARZO,

2006 \ VOL. XVI \ N° 705

Una Publicación de Latino Communications Network Minneapolis MN 612-729-5900

SUMARIO Irán y la energ ía nuclear, un cuent o con un final Iran and nucleaincierto power: a story r uncertain endingwith an

> Readership 40,000 (estimated 3.5 readers per hard copy + digital)

INTERNACIONAL

¿Por qué Min nesota? Why M

PG 14

¿Hay esperanza? Is there hope?

NACIONAL

LOCAL

> Modular Rates for ROP (Net) Full Page $1,944 1/2 Page $1,020 1/3 Page $ 680 1/4 Page $ 510 1/6 Page $ 340 1/8 Page $ 255 1/12 Page $ 170 Agencies add 15%

PG 12

PG 8

Add $300 Add $150 Add $ 75

> Premium Placement: Minimum 1/4 Page Add 10% > Open Rates for FSIs (Inserts): Per 1000s: $100 Minimum Qty: 5000 Max Size: 10”x12” > Open Rates for Classifieds Col-inch: Local Net: $20 National Net: $24 > Classified Column Size: 1 Column = 1.80” 4 Columns = 7.57” 2 Columns = 3.72” 5 Columns = 9.50” 3 Columns = 5.65”

PG 10

Quinto Festival anual de teatro enfocado en la mujer Fifth Annual Politica Theater Festival l Focuses on Wome n

CULTURA

Space Reservation: Friday 6 pm Materials submission: Monday 5 pm Classifieds: Tuesday 5 pm Fax ads hardcopies to: 612-729-5999 Email ads to: ads@lcnmedia.com JPG, PSD, AIs, PDFs & EPSs preferred

6-12 Weeks 5% 26-51 Weeks 15% 13-25 Weeks 10% 52+ Weeks 20% Pre-payment 5% extra discount

MN - 2006: Trabajadores indocumenta protagonistasdos, no invitados pero MN - 2006: Undocumented workers, uninvit ed guests to a politica l race

[ Rates ]

[ Deadlines ]

[ Frequency Discounts ]

innesota?

Durmiendo Con Chávez Sleeping with Cháve z ECONOM IA

> Color Process Fees Full Page: 1/2 Page: 1/4 Page & >

Circulation: 15,000 copies Rack distribution: 10,000 Digital Copies: 5,000+ Coverage: Twin Cities Metro Page Count: 24-32 Language: 100% Spanish

PG 25

L to R: Jesse Bethke Gomez, Susana de León, David in Minnesota’s halls Spencer, Gloria of power at the Contreras State Capitol / en los corredores del Edin and Angel Morales stand poder en el Capitol io Estatal.

[ Modular Advertising] The following table shows the most common ad prices and sizes: Modular Ad Prices Open 6-12x 13-25x 26-51x 52+ Full $1,944 $1,847 $1,743 $1,652 $1,555 1/2 $1,020 $969 $918 $867 $816 1/3 $680 $646 $612 $578 $544 1/4 $510 $485 $459 $434 $408 1/6 $340 $323 $306 $289 $272 1/8 $255 $242 $230 $217 $204 1/12 $170 $162 $153 $145 $136 Please note: above rates are NET “per insertion”, don’t include color fees or prepay discounts

Modular Ad Sizes A1 Full Page: B1 1/2 Vertical: B2 1/2 Horizontal: C1 1/3 Vertical C2 1/3 Horizontal: D1 1/4 Vertical: D2 1/4 Horizontal: D3 1/4 Columnal: E1 1/6 Vertical: E2 1/6 Horizontal: F1 1/8 Vertical: F2 1/8 Horizontal: G1 1/12 Horizontal:

9.65”x11.50” 4.67”x11.50” 9.65”x 5.67” 3.06”x11.50” 9.50”x 3.73” 4.67”x 5.67” 9.50”x 2.76” 2.26”x11.00” 4.67”x 3.73” 9.50”x 1.79” 2.26”x 5.67” 4.67”x 2.76” 4.67”x 1.79”

A1

B1 B2

D1

F1

D2

F2

D3

G1

C1

E1

C2

E2


Celebrating 11 years of serving our Community!

MN Hispanic Directory 2012

Effective October 2011

[ Profile ]

The guide for the Latino family in Minnesota

Founded: May 2000 Website: directoriodeminnesota.com Frequency: Yearly Publishing day: Sept 15th Format: Booklet Size: 6”x9.4”

15,000 copies 100,000+

Coverage: Twin Cities Metro Circ. Audited by: n/a Page Count: 180 Language: 100% Spanish

[ Rates ]

> Mission -To provide useful and accurate information to our community.

> Rates Glossy Pages

> Target reader: -The Latino family residing in the Twin Cities area.

> Reach 150,000+ readers a year.

Full Page (6”x9.4”) Double Page Back Cover Front Inside Cover Back Inside Cover

Color $3,900 $7,800 $9,450 $6,000 $5,200

> Rates Yellow Section

[ Deadlines ] Space Reservation: August 10th Materials submission: August 15th Email ads to: ads@lcn media.com PSDs. AIs, PDFs & EPSs preferred

[ Sponsorship opportunities ] Platinum Sponsor: $9,750 Gold Plus Sponsor: $7,500 Gold Sponsor: $5,500

Circulation: Digital readers:

Logo on Cover, Glossy, Placement & Listings Logo on Cover, Double Yellow, Placement & Listings Logo on Cover, Yellow Page, Placement & Listings

Double Truck Full Page, 5.25”x8.50” 1/2 Page, 5.25”x4.25” 1/4 Page, 2.60”x4.25”

> Special Services Ad-vertorial, 1 Page Ad-vertorial, 2 Pages Enhance Listing:

B/W Color $3,366 $3,816 $1,870 $2,120 $1,075 $1,220 $ 610 $ 690 $ 700 $1,200 $ 100

> Premium Placement: Add 10%

www.directoriodeminnesota.com

NEW! Get on the Map! Starting April 2011.

The perfect companion for the MN Hispanic Directory is now on-line and free to access! > Free Advertising -All advertisers of the hard copy get free placement on-line of the same ad. Others may be included with one-time a year fee. > Maps and Directions -Find who you need and then learn how to get there with step by step directions. > Power to the consumer -Rate the services or goods received, leave a comment or simply a “thank you” note. > Available in most portable devices -Use it on your computer, your tablet or your smart phone!

List your business for a few dollars a month! For more info: sales@lcnmedia.com

> Browse around or flip-thru the digital edition -Different options to look for information would please any site visitor.


The number # 1 destinations online for Latinos in Minnesota

Internet Advertising [ Web site advertising ]

www.laprensademn.com

www.gentedeminnesota.com

[ Profile ]

www.lainvasora1400.com

www.vidaysabor.com

[ On-Line Advertising Monthly Rates ]

The internet plays a very important role in our world, and for Latinos it has become a vital way of communicating and keeping in touch with friends and families, without borders or limits. Our online properties attract a combined audience of over 30,000 unique visitors a month and over 300,000 pageviews Latinos are definitely a growing presence on the Internet.

Size (pixels)

H ome Page HP+Channel

Button 120x90 $100 $150 Square 120x120 $150 $200 Full Banner 468x240 $200 $250 Vertical Banner 120x240 $200 $250 Sky Scraper 120x600 $250 $300 * Ask for size (kb) limitations and rich media capabilities.

[ E-newsletter Advertising ] [ E-newsletter Advertising Rates ] Reach people directly in their mailboxes with our weekly email blasts. Each week 5000+ emails are sent twice with the latest digital copy of our publications along with useful information about upcoming activities, events and other promotions. Rates: Weekly Monthly -Any size ad plus link, once/week $75 $250 -Any size ad plus link, twice/week $125 $400

[ Digital Edition Advertising ] [ Digital Edition Advertising Rates ] The interactive digital editions of our newspapers perfectly complement an advertising campaign. Reach a greater audience with no geographic limitations. All printed ads are included for FREE in the digital edition. Add a link to your site from your digital ad for just: $75/week. Ads in just the digital edition are half price of the regular rate.


Covering the metro area with the hottest Latino music!

Radio “La Invasora” [ Profile ]

“Invading your senses with the best music” > Mission -To entertain our community with the best music variety and radio shows. -To serve and support the growth of our community with reliable information. -To become the radio outlet of choice for companies interested in reaching Minnesota’s Latino community. > Target listener: -Hispanics A18-49, where more than 50% are in the 18-30 range. > Coverage Map According to FCC signal records, our signal can be heard as shown:

Station: La Invasora Frequency: 1400 am & 1470am Call letters: KMNV-AM & KMNQ-AM Availability: 24/7 Format: Mexican Regional Target Listener: Hispanics A18-49 Coverage: >50% are A18-30

[ Current Rates ]

General Manager: Karla Ortiz DMA: Minneapolis/St Paul MN Main features: Morning Rush: 6am-12am Mid-day Show: 12am-1pm Afternoon Drive: 3pm-7pm Evening Show: 7pm-12am

All rates are NET. Good through December 31, 2012

> 60 Second Spots

> 30 Second Spots

M-F M-F M-Su Sat Sun

M-F M-F M-Su Sat Sun

6am -7pm $50 7pm-12m $40 6am-12m $40 7am-7pm $35 8am-5pm $30

Day parted: M-F 6am-10am $60 M-F 10am-3pm $50 M-F 3pm-7pm $60

6am -7pm $40 7pm-12m $30 6am-12m $30 7am-7pm $25 8am-5pm $20

Day parted: M-F 6am-10am $50 M-F 10am-3pm $40 M-F 3pm-7pm $50

Recording Fees: “La Invasora” would gladly produce high quality radio spots for a $150 recording fee. Includes translation, production & talent. This service has no fees with 3+ month contracts (limited).

[ Promotional Opportunities ] One Hour Live Broadcast on Location Include: -20 promotional announcements of 15 seconds -Three 120 seconds cuts-ins from your business. -Live mentions -Giveaways such as CDs, key chains, tshirts

$1500 plus $100 talent fee

Sponsorships opportunities: There are several ways to promote your brand or business in “La Invasora” shows, ask your rep for options that start as low as $200/week.

What is the“Mexican Regional” music format? The world of Hispanic/Latino music involves many different genres and styles, Latin music is as varied as the cultures of the 20 plus countries that speak Spanish as their mother language. At “La Invasora” 1400am and 1470am, we have decided to focus on the “Mexican Regional” genre, which is proven to be the most popular and succesful nationwide, mainly because it serves the 75% of Latinos in the USA, who are of Mexican roots. The “Mexican Regional” genre includes: Ranchera:

Usually performed by mariachis, popular in central Mexico. Norteña: Accordion music played in the northern part of Mexico. Texana: Norteña music with a Texan twist, still in Spanish. Cumbia: Colombian original, was quickly adopted in Mexico. Banda: Based on wind instruments, the genre is from northwestern Mexico. Boleros: Slow and rhythmically simple romantic ballads. Duranguense: Music with roots in the northern state of Durango.


Events, Marketing & New Media Other Marketing Opportunities As the Latino community continues to grow and develop so do the methods of marketing to this group of valuable consumers. Gone are the days when one ad placement before Cinco de Mayo or during Hispanic Heritage month was considered effective marketing to Latinos. Simply put, even an ad in a Spanish-language newspaper every single week will not guarantee that a company will attract Latino consumers. Minnesota’s Latino community has grown much more sophisticated and competition to earn their business has increased. By using a combination of traditional advertising and such new, alternative ways of reaching Latino consumers such as event marketing, online marketing and social media, your business will stand out from your competitors.

Event Marketing

LCN partners with a number of local businesses and groups to promote a variety of community events. These range from musical events with several hundred in attendance to large community festivals with tens of thousands of people attending. Examples of past events include: - - - -

Cinco de Mayo Día de Independencia / Mexican Independence Day (September) Miss “Vida y Sabor” VIP Party with Diana Reyes

A variety of sponsorship opportunities are available for events such as these, which allow you to be in front of a captive, Latino audience.

New Media Latinos are embracing new technology at a rate faster than other groups in the US. A recent report by the Pew Internet & American Life Project shows that Hispanics are more likely than Whites to own a smart phone (44% vs 30%). In addition, during a typical day, Hispanics use their smart phones to access the internet or e-mail more often than other groups (74% vs 67% for Whites and 63% for Blacks). With our fan lists, LCN can help deliver your message to Latinos directly to the smart phone in their hands, via social media (Facebook, Twitter, You Tube) as well as SMS/text messages. Call us to find out the latest details of our new media and social networking solutions, we can work with you to maximize exposure and reach our always vibrant community.

“With 20 years of history our media is ready for the future”.


LCN Media Kit 2011  

Media Kit for 2011-12