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THE LEADING SOURCE ON LATIN MARKETING AND MEDIA ES 4 CHALLENG HISPANIC RESEARCH NEED COMPANIES TO MEET (Page 18)
LATIN AMERICAN ADVERTISING AND MEDIA SUMMIT MIAMI, JUNE 1-2 REGISTER NOW HERE http://www.portada-online.com/ conference/main.aspx?cid=9
OR CALL 1-88 00-33 97-55 3-22 2 NOW!
DR: IT'S HISPANIC AND IT'S DIRECT, BUT DOES IT WORK? As technology is making advertising ever more measurable and companies increasingly demand quantifiable results, direct response advertising is growing in leaps and bounds. Definitely in the Hispanic market. The number of Hispanic direct response agencies has been increasing over the last few years, with new players entering the field including specialized units of general market agencies like Mercury Media en español. Direct Response Advertising is designed to solicit a direct response which is specific and quantifiable. In addition, the delivery of the response is direct between the viewer and the advertiser. Direct response advertising accounts for about 80% of all ad dollars spent online, while in off-line
media the situation is reversed. Branding dollars in off-line media are estimated to make up about 75% of the market, Gian Fulgoni, chairman and co-founder of comScore, Inc., writes in an article on the ComScore blog. But also the off-line market is clearly moving to more direct response advertising. “Image/branding only campaigns are a thing of the past for (continued on page 21)
WHAT THE EXPERTS HAVE TO SAY Pay-TV (Page 22) Print (Page 23) Digital (Page 25) Radio (Page 10) ROI Measurement (Page 17)
LEARN FROM THESE THREE MAJOR SPEAKERS AT 2011 PORTADA EVENTS Belen Amatriain, Global Marketing Director, Telefonica (Keynote Speaker at 2011 Latin American Advertising and Media Summit, Miami, June 1st and 2nd 2011 (more info on page 15)
Global Hue's Cesar Sroka, Speaker at Emerging Hispanic Markets Forum, NYC, Sept. 21, 2011 (see page 4)
Mastercard's Benjamin Jankowski, Speaker at "Marketing to Hispanics: Taking the CMO's Driver's Seat Conference", NYC, Sept. 22 (see pages 4 and 5)
SECOND QUARTER 2011 | YEAR 9 | NUMBER 42
CONTENTS Second Quarter 2011, Year 9, Number 42
FEATURES 1 10 16
GETTING HISPANICS TO BUY THROUGH DIRECT RESPONSE VEHICLES. A review of what works and why in the Direct Response Industry targeting the Hispanic consumer.
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RADIO: HISPANICS TUNE IN TO DIFFERENT FORMATS. Which are the most popular formats for Hispanic listeners? Find out in this special piece. RESEARCH: THE 4 CHALLENGES HISPANIC RESEARCH COMPANIES NEED TO MEET IN THE YEAR OF THE CENSUS. What marketers, agencies and research experts have to say about the development of research examining the Hispanic consumer.
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DATA, INSIGHTS AND ANALYSIS TO HELP YOU COMPETE IN THE LATIN MARKETPLACE YOUR VIEW - SOUNDING OFF The gist of “Sounding Off” columns by Mike Cano, Hispanic Sales and Marketing Consultant, Loida Rosario, Marketing Faculty Member, DePaul University, Bill Vincent, Executive Director of Vincent Global Connections, Jose Cervera, Journalist, Teacher and Portada Contributor, Cara Marcano, CEO and Publisher, Reporte Hispano and Lori Madden, Author of “Deciphering the Latino Consumer: A Guide for Employers, Professionals, Retailers and Business Travelers.” (Page 8)
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BEST PRACTICES MARKETING TO HISPANICS My Macy's Localization Initiative, Intuit's TurboTax Campaign by iHispano.com (Page 27) RESEARCH 30% of Hispanic Households shopped AV Items at Walmart, 27% at Best Buy (Page 29) ANALYSIS 12 Media and Marketing Predictions for 2011 (Page 31) STATISTICS IN CONTEXT A Look at the Hispanic Magazine Market, Mobile Phone Users: Hispanics are Most-Likely Smartphone Owners in the U.S. (Page 34)
REGULAR SECTIONS 6 OUR VIEW 7 CALIENTE Y FRIO IN LATIN MARKETING AND MEDIA
7 EVENT CALENDAR 34 ADVERTISER INDEX
www.portada-online.com | Q2 2011 | 3
PORTADA'S EMERGING HISPANIC MARKETS FORUM CONFIRMED SPEAKERS INCLUDE
NEW YORK CITY, Scholastic Auditorium SEPT. 21, 2011 THE OBJECTIVE The main objective of the Portada Emerging Hispanic Markets Forum is to make a case for marketing to Hispanics in regions that are not part of the top 5 Hispanic markets. Particularly in the light of the upcoming 2010 Census results, which are expected to show very high growth rates in population and purchasing power of Hispanics living in these often overlooked markets. CESAR SROKA, Media Director Planning and Buying for Verizon, Global Hue
DAVID FLYNN, Marketing Director. Novamex
MARTEE SALDAĂ‘A PIERSON, Director of Diversity Programs, Liberty Tax Service
These markets include: Arizona | Colorado | Georgia | Maryland/Virginia/Washington DC | New Jersey | Massachusetts | Oregon | Pennsylvania | South - North Carolina | Utah and also markets that often are eclipsed by major neighboring metropolis including: Orange County, CA | Riverside, CA | Hoboken-Bergen, NJ THE PARTICIPANTS The Forum will bring together major clients and agencies with media executives and agencies that have a strong presence in emerging Hispanic markets. Stay tuned as we announce more major speaker and panelists! THEMES THAT WILL BE EXPLORED BY MAJOR PLAYERS INCLUDE > The Opportunity: The Hispanic population in states which traditionally had a relatively small number of Hispanics is growing exponentially. An in-depth analysis by a major demographic expert. > ROI Case Studies of marketers that obtained a high ROI in marketing to Latinos in emerging Hispanic markets. > Are there media properties that efficiently reach local audiences in emerging Hispanic markets? If so, which ones are they and how do they work? > Agencies: How do regional agencies work? And what can they offer to national clients and major agencies?
ALREADY CONFIRMED SPEAKERS BEN JANKOWSKI, Global Media Director, Mastercard
MARTHA O'GORMAN, CMO of Liberty Tax Service
XAVIER MANTILLA, Media Director, Vidal Partnership
REGISTER NOW AND TAKE ADVANTAGE OF THE EARLY BIRD http://www.portada-online.com/conference/registration.aspx?cid=11
MARKETING TO HISPANICS: CMOs TAKE THE REINS PORTADA'S FIFTH ANNUAL HISPANIC DIGITAL AND PRINT MEDIA CONFERENCE SEPT. 22, 2011 - SCHOLASTIC AUDITORIUM & GREENHOUSE WITH ROOFTOP TERRACE KEY TOPICS WE WILL BE EXPLORING INCLUDE > CMO's of major corporations will discuss why and how
Hispanic marketing budgets should be increased, particularly in the light of the Census 2010 results. > Measuring Media's ROI in reaching Hispanic consumers: Can
ALREADY CONFIRMED SPONSOR
it be done accurately? Major insights from clients, agencies, researchers and media. > Best Practices in Print Advertising > Client panel: Total Market Approach vs. Hispanic specific.
Gold Sponsor
What works and why? > The crucial question: How can national brands reach local
audiences effectively? > New Trends in Digital Media: Content Marketing, Online
Video, Social Buying Groups, Web TV, New Targeting Technologies and more‌ > Best Practices in Marketing to Spanish-dominant Hispanics > Back by Popular Demand! Advertiser Roundtables (new refi-
PLUS PORTADA AWARDS!
ned concept!).
TESTIMONIALS FROM THE 2010 CONFERENCE "It's a pleasure to be associated with Portada. Portada does a great job covering the Hispanic advertising and media space"
"Congratulations to the Portada team for a successful event. I found it to be very informative and useful."
(Steven Swartz, president of Hearst Newspapers, keynote speaker at the 2010 Conference)
(Lindsay Reinbold, Assistant Brand Manager Stanley Black & Decker)
"I received a lot of positive feedback on the conference overall from many people. So congratulations on presenting a great conference!" (Karen Treydte, VP, Director of Media Services, Casanova Pendrill)
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OUR VIEW THE LEADING SOURCE ON LATIN MARKETING AND MEDIA Print,Online, Newsletters, Conferences, Research PUBLISHER Marcos Baer EDITORIAL - RESEARCH Pablo Carrasco, Senior Researcher/Writer Carolina Re, Research Associate TRANSLATION Candice Carmel CORRESPONDENTS Laura Martinez, Senior Correspondent Mariana Carreño King, Feature Correspondent Jose Cervera, Global Correspondent SALES AND MARKETING Nicolás Miranda, Online Sales Manager 1-800-397-53-22 Bob Oliva, Senior Sales and Business Development Representative Ruby Namoca, Sales and Marketing Intern OFFICE MANAGER Jennifer Frantz INFORMATION TECHNOLOGY Todd Sarouhan DESIGN Dafne Kleiman, www.dafnedesign.com.ar AUDIT BY
Copyright: Portada®2011 No part of Portada® may be copied, reproduced or broadcast in any form without prior permission. Comments by sources cited in Portada® have been directly obtained from them, unless its is explicitly noted otherwise. Portada® is not affiliated with any other publication, media group, advertising agency or any other institution. Portada® is published by Contenido LLC in New York City. Portada® is an integrated media company that informs and instructs its audience via audited print (4 x a year) and online vehicles (website, e-newsletters, webinars) and conferences. For reprints information and prices please contact reprints@portada-online.com. Registered users can get any Portada e-newsletters, the quarterly magazine as well as participate in Portada awards nomination/voting and provide comments to articles. Premium content available for individual purchase or through an annual subscription includes: Premium individual articles, Databases of Corporate Marketers/Media Buyers targeting U.S. Hispanic and/or Latin American Consumers, Research Reports and Conference Tickets. To order premium comments, please call us at 1-800-397-5322. To notify about address changes, please write to Portada, 315 Fifth Avenue, Ste. 702, NY, NY 10024.
MISSION Portada®’s mandate is to help Executives in Business and Media understand and reach Hispanic and Latin American consumers. Portada strives to put its audience ahead of the curve so it can navigate change in the digital age.
6 | Q2 2011 | www.portada-online.com
Providing the Quality Content You Deserve Since the launch of Portada in 2003, we have made it a priority to focus our efforts on providing quality content to help professionals in Business and Media understand and reach the Latin consumer. Quality content, not just any content, is king. Our audience deserves breaking news, analysis and in-depth editorial features and research, not just a continuous stream of corporate press releases. This means investing in a qualified editorial team and state-of-the art digital media, conference and print platforms. We have made many improvements to our digital media properties. Recently we deepened the relationship with our audience with the launch of our new "Portada Linked In Discussion Group Forum", a new platform for sharing Best Practices in Marketing to Hispanics, as well as other relevant issues to our industry. As you can see in this Q2 2011 issue, we have redesigned our print and digital magazine. Readers will profit from the redesign through an easier navigation of our content. In addition, the organization of much of our print content mirrors our regular features, daily news and analysis on www.portada-online.com. As our 2010 CVC Audit and Readership Study shows, 97% of our audience of more than 90,000 professionals think that Portada provides high quality information about the Hispanic Market. Our editorial output is also very influential: 38.5% of our readers changed business practices and 73.4% introduced new ideas. "Portada has done a great job educating marketers and the business community about the importance of the Hispanic marketplace through relevant editorial content and informative conferences," says our Editorial Board member Gonzalo del Fa, Managing Director MEC Bravo. The high credibility our audience places in our products is also reflected in the very high response to advertising placed in Portada: 34.3% of our audience contacted an advertiser after reading one of our issues, while a third of our audience purchased a product or service. Raising the Standard… We at Portada are very proud to have substantially contributed to the professionalization of Hispanic B2B media. It is very easy to brag about one's offering without the support of an audit. It is far more difficult to invest in credible research like our 2010 CVC Audit and Readership Survey. The study shows that we have an audited reach of more than 90,000 professionals both in the U.S. general and Latin Marketing, Advertising and Media sectors. Almost 60% of them are C-Level executives and 80% are marketers and advertising agency professionals. Our online reach of an average 20,000 unique users/month is second to none
PORTADA EDITORIAL BOARD
WWW.PORTADA-ONLINE.COM
DAWN MARIE GRAY, Senior Manager Multicultural Marketing, CVS
GONZALO DEL FA, Managing Director, MEC Bravo
RODOLFO RODRIGUEZ, Multicultural Marketing Director, General Mills
KRISTYN PAGE, Director of Multicultural Marketing, Macy's Inc.
TERESA WAKELEY, Marketing Media and Diversity Manager, Volkswagen Group of America, Inc.
OUR VIEW
in our space. Any interested person can easily find this out by accessing sites such as Alexa and Compete. ...and contributing to the growth of the Hispanic market ... High quality information and credible research for industry professionals are also an excellent foundation for the growth of the Hispanic marketing and media sector. We are particularly proud of our new Editorial Board. We are very honored to have the support of this group of highly qualified marketing executives, whose input will greatly benefit our audience. We also thank them for their enthusiasm in being associated with us: "As the person responsible for both Media Strategy and Diversity Marketing for Volkswagen of America I find Portada content particularly useful," says
Portada Editorial Board member Teresa Wakeley Advertising Media Manager at Volkswagen of America. "A great example can be found in the Q1 2011 issue of Portada in the article 'Spanish, English or Both? The crucial Question for Marketers and Media'. This topic addresses the important challenge brands face when determining the most effective mix of English and Spanish language advertising. I found it extremely interesting and useful information." Macy's Multicultural Director Kristyn Page adds: "Attending Portada's conferences has helped me by providing a soundboard of my peers for best practices and connected me to partners that have helped our business grow." Most importantly, we want to thank our Sponsors and our Audience. Their loyalty and collaboration has been the foundation of of our growth for the past eight years and counting.
WHAT'S HOT AND COLD IN LATIN MARKETING, MEDIA AND BUSINESS CALIENTE
FRĂ?O
> 2010 Census releases that show the clout and growth of > >
> > >
> "Jose Luis Sin Censura", the Spanish-language talk show
the Hispanic population. The increasing number of Latin Americans who access the Internet. YLAS are highly maintaining their culture and heritage while still embracing their American Lifestyle (according to "GenYLA", research conducted by Telemundo Communications Group). Telehit's Odalys Ramirez posing for Maya Publishing Group's H Magazine. Local Search. Shakira and Spanish-soccer Star Gerard Pique.
carried by Liberman Broadcasting because of its anti-gay and Lesbian nature. > Lack of diversity during 2011 Motion Picture of America Oscar Award Ceremony. > Lindsay Lohan. > Major Hispanic and Latin American news outlets should have partnered with Wikileaks on document releases.
EVENT CALENDAR INDUSTRY CONFERENCES OF INTEREST TO Portada READERS (check out http://www.portada-online.com/events.aspx for more events) LEVERAGING CULTURE TO ATTRACT AUDIENCES IN A COMPETITIVE, MULTIPLATFORM ENVIRONMENT March 16, 2011 Horowitz Associates, Roosevelt Hotel, NYC
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2011 LATIN AMERICAN ADVERTISING AND MEDIA SUMMIT June 1-2, 2011 Portada, Miami, FL
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RE:THINK 2011 - ARF 75TH ANNIVERSARY ANNUAL CONVENTION March 20-23, 2011 Marriott Marquis - New York City
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3RD ANNUAL HPNG LATINO LEADERSHIP CONFERENCE June 27, 2011 New York City
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USHCC LEGISLATIVE SUMMIT March 28-30, 2011 W Hotel, Washington, D.C.
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IAB CONECTA 2011 July 28-29, 2011 Mexico City, Mexico
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SIP SEMI ANNUAL MEETING 2011 April 6-8, 2011 San Diego Marriot Hotel & Marina, San Diego, CA
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PORTADA'S EMERGING HISPANIC MARKETS FORUM, NYC Sept 21, 2011 Portada, Scholastic Auditorium, New York City, NY
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AD:TECH SAN FRANCISCO 2011 April 11-13, 2011 Moscone Center West, San Francisco, CA
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FIFTH ANNUAL HISPANIC DIGITAL AND PRINT MEDIA CONFERENCE, NYC Sept. 22, 2011 Portada, Scholastic Auditorium & Greenhouse with Rooftop Terrace, New York City, NY
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www.portada-online.com | Q2 2011 | 7
YOUR VIEW
MIKE CANO, Hispanic Sales and Marketing Consultant
“Hispanic Publishing Has a Great Future” “Sharp Hispanic publishers must learn to better leverage and sell their "total audience" reach to local and national advertisers. In order to accomplish this, Hispanic publications must position themselves as "media companies" that include multiplatform solutions for advertisers."
BILL VINCENT, Executive director of Vincent Global Connections
"The Election, The Tea Party, Hispanic Media and Bullies" "I found myself wondering two things: 1.) Just how many "closet" conservatives are there among socalled Hispanic leaders? Almost everyone in my family is conservative, and they're getting increasingly bolder. 2.) Do Democrats REALLY have an ideological hold on Hispanics, or do they merely bully influential groups (including media) into Democrat Party allegiance?"
LOIDA ROSARIO, Marketing Faculty Member, DePaul University
"Seamlessly Hispanic, Seamlessly American" "Communication cannot be accomplished without acknowledgement. Just as corporations are learning with African Americans and other consumer groups, Hispanics, regardless of the level of acculturation or place of birth, are more likely to listen if they feel acknowledged."
JOSE CERVERA, Journalist, Teacher and Portada Contributor
"We are all immigrants" "Welcome to cyberspace, where the oppressed, the persecuted, the unpopular and the ugly, find shelter; where every human being has the chance to be who he or she really is, regardless of gender, age, race or religion."
LORI MADDEN, Author of "Deciphering the Latino Consumer: A Guide for Employers, Professionals, Retailers and Business Travelers" CARA MARCANO, CEO AND PUBLISHER, Reporte Hispano
“The New York DMA - Not just New York City" "One in 10 US Hispanics call the "NY" DMA home, but this doesn't mean they live in New York City. There are 4 million Hispanics in the NY DMA - but 40% of those -1.55 million Hispanics - actually live in NJ. Almost Half of the Hispanics in this All-Important Market Live in NJ."
ANITA GRACE, National and Strategic Ad Exec for La Voz Arizona, Excelsior Orange County and La Prensa Riverside/San Bernardino
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"Marketing to Hispanics- Avoid These Five Common Misconceptions" Misconception #1: Hispanics are one homogeneous group. Misconception #2: Hispanic families have lots of children. Misconception #3: Hispanics share the same priorities as Anglo-Americans. Misconception #4: All Latin American immigrants are poor, uneducated and untrained. Misconception #5: Hispanics don't spend much money here in the U.S.
"LA DMA: Your Target is broader than just LA County" "Instead of duplicating your message by running 2 or 3 newspapers who target the same reader, move some of those funds where your reach is NOT duplicated."
YOUR VIEW
Most read articles on Portada-online.com (January 1 Feb 28 2011 period) 1. 2. 3. 4. 5. 6. 7.
Census 2010: Double digit Hispanic growth in Louisiana, Mississippi, New Jersey and Virginia Analysis: 12 Latin Marketing and Media Predictions for 2011 Analysis: Where is Impremedia going? Sales Leads: CitiFinancial, T-Mobile, General Motors, Toyota, Home Depot... Breaking News: Jonathan Friedland Joins Netflix Analysis: Prisa - Liberty Takes Charge Telemundo Study: More than a Third of Young Latinos Identify as both Hispanic and American 8. Sales Leads: Taco Bell, American Family Insurance, ING, 7Eleven, NAPA Auto Parts, Jiffy Lube 9. Lisa Torres Named President of ZenithOptimedia's Multicultural Unit 10. Best Practices: Bello 51, reaching Young Hispanics through a Beauty Contest
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RADIO FORMATS
SWITCH TO HISPANIC NATION!
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RADIO FORMATS
Starting on March 1st, listeners of KZLI-AM in Tulsa, OK, expecting to hear the patter of comedian Dennis Miller and former CNN anchor and immigration foe Lou Dobbs, will instead find religious advice... in Spanish. That's because in January, Gaytan Broadcasting, from Tulsa, purchased KZLI and KRVT (1270 AM) from Reunion Broadcasting to flip the stations into Spanish. That means that in addition to “Qué Buena” KXTD-AM (1530), which caters mostly to the Mexican community, Gaytan Broadcasting will have “La Mega” KRVT (1270 AM), offering a more tropical fare, and “La Luz,” KZLI a religious talk station. “The (Hispanic) population is growing, and we're planning 5 to 10 years down the road,” Allen McLaughlin, Gaytan Broadcasting Operations Director, tells Portada. SUCCESSFUL FLIPS The landscape at the national level is not that different. In the 1990's, most Spanish-radio stations were owned by a few Spanish-language broadcasters. Since then, Clear Channel has acquired 19 Spanish language radio stations, CBS 4, and even smaller players, like Christian broadcasters Salem Communications, have ripped some success switching their English radio stations to Spanish. Salem flipped an English talk-radio station to KRYP-FM “93.1 El Rey” in 2007, which became the most popular Spanish station in Portland, Oregon. Salem also owns KDOW-AM “La Jefa” and KKMO-AM “Radio Sol” in Seattle, targeting the growing Mexican population in the West coast.
"ADVERTISING HAS ALLOWED US TO CONNECT WITH CONSUMERS IN A WHOLE NEW WAY." Advertisers are taking note. McLaughlin from Gaytan Broadcasting, says that about 70% of advertising revenue comes from local and regional businesses. However, national advertisers are also interested in the medium. According to Nielsen, prior to 2006, Farmers Insurance didn't invest a penny in Spanish radio advertising. This is not to say that Farmers wasn't trying to reach Latino customers at a local level. “Prior to launching our Hispanic advertising campaign we focused the majority of our efforts on events and activities that enabled us to connect with Hispanic communities at a very local level,” says Luisa Acosta-Franco, Vice President of Multicultural Marketing for Farmers Insurance. To that end, Acosta-Franco points to Farmer's partnership with the Smithsonian for the touring photography exhibit, Americanos, the Young Americanos Photography Competition, and having Edward James Olmos as national sponsor since 2006. But by 2008, Farmers was spending over $2 million in Hispanic advertising.
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RADIO FORMATS
Mexican Regional Leads, followed by Spanish and Rythmic Contemporary Format
Audience Share
Mexican Regional
20.6%
Spanish Contemporary
9.3%
Rhythmic Contemporary Hit Radio
7.8%
Pop Contemporary Hit Radio
7.7%
AC and Soft AC*
7.0%
Spanish Adult Hits
6.5%
Classic Hits
4.2%
News/Talk/Information and Talk/Personality*
3.4%
Country and New Country*
3.3%
Spanish Tropical
3.1%
Spanish News/Talk
2.2%
Spanish Oldies
0.8%
Spanish Religious
0.8%
Spanish Variety
0.8%
Tejano
0.8%
Spanish Sports
0.2%
SOURCE Arbitron NOTE Radio Formats Ranked by Hispanic Audience Share Mon-Sun, 6AM-Mid, AQH Persons 12+, Spring 2010
“Advertising has allowed us to connect with consumers in a whole new way. With the help of our ad agency, Accentmarketing, and our relationship with Edward James Olmos, we have been able to share really strong and unique information about the Farmers brand,” says Acosta-Franco.
"LA RADIO ES COMUNIDAD" These are smart business moves. According to Arbitron, a media and marketing research firm, between 94% and 96% of Latinos in the U.S. in every demographic group listen to the radio. These numbers have remained consistent since 2001, when Arbitron started conducting Hispanic radio surveys. Furthermore, in 2006, Arbitron included for the first time Mexican 12 | Q2 2011 | www.portada-online.com
Regional as an official format in their Radio Today report, which tracks consumers listening habits at a national level. The report reviews 16 radio formats in the Hispanic market, including 10 Spanish language formats and six English-language formats. Mexican Regional is now the leading format with 300 stations across the nation, attracting more than 13 million listeners in 2009. The format attracted more than double the audience of Spanish Contemporary, the second-ranked format.. Luis Gutierrez, VP of Sales for GLR Networks, says: “There's been an increase in the last 10 years in regional Mexican in general, which is the format that predominates right now.” Along with a slight increase in talk radio in 2009, which Gutierrez attributes to the recession. “Many listeners need to consult doctors, lawyers, financial consultants, and maybe they need those services more than before, and have found in radio a free way to
obtain advice.” ENGLISH ALSO Inversely, according to Arbitron's 2010 Hispanic Radio report, Latinos, both English and Spanish dominant, are very likely to tune in to English stations as well. When it comes to targeting Latinos in English language media, Toyota broke new ground with their Camry Hybrid TV ad in the 2006's Super bowl. In the ad, a father talks to his son in accented English, while the son answers in perfect English. They talk about how the car can switch between gas and electric power, comparing it to the father's ability to switch between English and Spanish. Most recently, Toyota came up with the advertising campaign, ¿A quién se le ocurrió eso? (Who thought of that?), which, according to Zoé Zeigler, a Toyota spokesperson, “involved participation from both
MEXICAN REGIONAL IS NOW THE LEADING FORMAT WITH 300 STATIONS ACROSS THE NATION, ATTRACTING MORE THAN 13 MILLION LISTENERS. Spanish -and English- speaking young Latinos and addressed the growing youth segment that's driving the Hispanic population in the U.S.” But this campaign is based mostly on user generated content on Facebook. Toyota currently has Hispanic radio spots running to support the Camry vehicle. The spots began running in September and will continue through March of this year. ENGLISH ADS Referring to English advertising in Spanish radio, Carlos San Jose, VP of Hispanic National Sales for Citadel en Español, says, “There's small percentage of that, across the country, particularly in big cities like New York, Chicago, Los Angeles and Miami, ... but it's very, very rare. It's very cutting age”
RADIO FORMATS
On the other hand, Univision, a strict Spanish-only enforcer when it comes to TV, is more flexible when it comes to radio. Univision has two Hispanic targeted English radio stations in Albuquerque and San Antonio, KKSS-KISS and KBBT-THE BEAT respectively. Elsewhere, “many of our Spanish Contemporary formats play some English-language music and our talent occasionally uses English words where appropriate,” says Peter Walker, President of Univision Local Media, Univision Communications Inc. SMARTPHONE APPS But demographics and geography can become obsolete in a globalized world. If radio is perceived as an intimate and local medium, it's because not too long ago you could only tune in as far as your antenna would allow. But now most stations offer the option to tune in on-line. And smartphone apps let you record programs
to listen to later or choose your own programming.
“MORE THAN 94% OF LATINOS IN THE U.S. IN EVERY DEMOGRAPHIC GROUP LISTEN TO THE RADIO.” ONLINE PLATFORMS In 2009, Citadel Media en Español partnered with Terra to create the online platforms for Citadel's Spanish radio stations. By the same token, According to San Jose from Citadel, Citadel adapts some of its programming for different markets. For example, ABC Radio's popular show Conexión Thalia might feature Regional Mexican music in the West Coast, and then be rerecorded with
Pop music for the East Coast. And Grupo Prisa, a Spanish media conglomerate, is testing a system to separate publicity blocks for radio and the internet, so they can be commercialized independently. But the system has yet to be installed. Radio is a popular medium across borders, but it seems, at least in the industry’s eyes, a medium intimately linked to the Hispanic population. And it’s here to stay and to grow. The reasons are varied: Radio remains a very popular medium in Latin American countries and immigrants bring their radio listening habits with them. Radio is ideal for multitasking. You can work, drive or exercise while listening to the radio. Or, as AcostaFranco from Farmers put it, “La radio es comunidad.” Yup, in Spanish.
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E H T O T E D I U G R U O Y M O C . E N I L N O A D A T R NEW PO le about the Latin the best content availab u Yo ide ov pr to ite bs d a new we are its main features: We recently introduce ntent Markets. These Co d an dia Me g, sin rti Adve
IMPROVED NAVIGATION You will be able to find Portada Regular Features by clicking on each feature on the left navigation bar (below of Special Interest button). In addition, the expandable Channels button, also on the left navigation bar, displays thousands of articles categorized in Hispanic centric content, Finance current and past issues as well as channels covering different media types. MORE INTERACTIVE TOOLS Interact with your peers and give Portada's editorial team feedback through the following interactive tools: Comment on Article, Share Articles through e-mail, Linkedin, Twitter and Facebook and RSS Feed.
IN-DEPTH SECTION Six feature articles in this section, provide an in-depth look at specific aspects of the Latin Marketing, Advertising, Content and Media industries.
THE WEEK AT PORTADA-ONLINE.COM On a daily basis, You will get breaking news and commentary. In addition, the following regular features will be offered each week: > MONDAY
SALES LEADS New leads and intelligence about activity of Ad Agencies and National Advertisers. Market intelligence to help agencies and media executives to reach clients.
> WEDNESDAY
ANALYSIS An important topic facing the Hispanic advertising and media industry and what it means for marketers targeting Hispanics.
PODCASTS (Alternating with Analysis) Portada's Interview with a leading player who sets and/or spots trends in our dynamic industry. (Coming soon). > THURSDAY
NEW RESEARCH New research and statistics on how to reach Hispanic consumers, market intelligence, advertiser rankings, media rankings and more.
THE LATIN INTERACTIVE WORLD Digital technologies are making the Spanish-speaking world (U.S. Hispanic, Latin America, and Spain) smaller. An in-depth look at how marketers are using the digital medium nationally and internationally to attract Spanish-speakers worldwide. > FRIDAY
SOUNDING OFF CHANGING PLACES Personnel changes. What positions are changing, which new ones are being created?
WEEKLY POLL
Thought leadership. A platform for industry experts to explain certain trends and innovations and their value to the marketplace.
THREE TYPES OF ACCESS Portada provides three types of online access
(Coming soon). > TUESDAY
BEST PRACTICES MARKETING TO HISPANICS Read how and why top marketers reach the Hispanic consumer. The latest trends and qualitative and quantitative insights in traditional and below the line marketing. Case studies. BUYER/INTERVIEW (alternating with Best Practices). An interview with an important Marketer or Buyer at an Agency/ Media Placement firm. PORTADA QUICK HITS A review of interesting and/or important articles/content from around the web and what we have to say about them.
1. Free content available on portada-online.com 2. Content that requires registration Registered users can get any Portada's e-newsletters, the quarterly magazine, and/or participate in polls and provide comments to articles. Registering on Portada-online.com does not grant free access to premium content. 3. Premium (paid) content Includes: > Premium individual articles (available for individual purchase or through a subscription) > Databases of Corporate Marketers/Media Buyers targeting U.S. Hispanic and/or Latin American Consumers > Reports > Conference tickets. If you have questions and/or to order premium content, please call 1-8800-3397-55322.
LATIN AMERICA: TAKING ITS PLACE ON THE WORLD STAGE PORTADA'S 2011 LATIN AMERICAN ADVERTISING AND MEDIA SUMMIT GROUNDBREAKING SPEAKERS AND PANELISTS
JW MARRIOTT MARQUIS, MIAMI, JUNE 1-2, 2011 A STRONG PROGRAM FOCUSED ON EXPLORING, UNDERSTANDING AND BENEFITING FROM A PROMISING DECADE AHEAD: > Country Focus - Brazil: What International Advertisers need to BELÉN AMATRIAIN, Global Marketing Director, Telefónica
know about the Brazilian Juggernaut
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ARE RESEARCHERS READY?
THE GOAL: TO GET AMERICA'S C-SUITE INTERESTED VIA CREDIBLE RESEARCH INSIGHTS The 2010 U.S. Census results are expected to validate Hispanic marketing and reflect a Hispanic population of more than 50 million. Major corporations are expected to increase the demand of research services to understand the Hispanic consumer. Or will that not be the case? There is no clear consensus among the experts serving this market. “I think the pending release of U.S. Hispanic Census population counts will generate some well-deserved attention from a multicultural standpoint, but the short-term effect on the industry as a whole will not be as impactful as many of us would like to see”, says Martin Cerda Founder and Research Director of Miami based Encuesta, Inc. According to Cerda, “the reasons for this are complex and unfortunate. Our nation and its business leaders continue to be driven by ethnocentric ideas and a short-term business orientation”. Raul Lopez, President of Phoenix Multicultural, is more optimistic. Lopez believes that 2011 will be a boom year for Hispanic marketing and research. “Most smart companies are already aware and addressing the Hispanic market at least to some degree, but when CEOs and CMOs see those Census numbers they are going to want to pour more money into this “new” opportunity”.
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ARE RESEARCHERS READY?
SEGMENTATION Lopez adds that the fact that the Hispanic market is very segmented should not scare corporations away from the market. “The numbers are so large now that even segmented, the market is very attractive. The less acculturated segments by itself contain roughly 20 million people. There are probably about 15-20 million bicultural, mostly younger Hispanics. Research can help corporate America target these segments and communicate with them more effectively.”
“THE NUMBERS ARE SO LARGE NOW THAT EVEN SEGMENTED, THE MARKET IS VERY ATTRACTIVE.” Encuesta's Cerda notes that the main challenge continues to be how to translate interest in the U.S. Hispanic population at the C-suite down to the marketing and research department levels. “Of course, there is the ever increasing competitive landscape between brands, and therefore limited time and resources available to develop effective brand strategies for niche sub-groups of the marketplace. Also relevant, our research industry is in an unprecedented state of flux and
that unfortunately has made it difficult to understand consumers as a whole and give the Latino consumer the attention they deserve. “
MEASURING MEDIA'S ROI Of crucial importance to the development of the Hispanic media and advertising sector is how ROI on media expenditures (advertising) is measured. Both agencies and corporations think that there is a lot of room for improvement in ROI measurement. Gonzalo del Fa, Managing Director at MEC:Bravo in New York, tells Portada that the main challenge for the Hispanic research industry is to mea-sure Media ROI correctly. The following four factors need to be taken into account to measure Media ROI correctly:
1. MEDIA ROI VS. BUSINESS ROI This is the first question to look at. Are we talking about deliverables for media or for the business as a whole? Often there is a confusion between what Media ROI and Business (continued on page 19)
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ARE RESEARCHERS READY?
FOUR CHALLENGES FOR RESEARCH COMPANIES SERVING THE HISPANIC MARKET CHALLENGE 1 Lack of a Standard Definition MARK STOCKDALE, Director of Hispanic Marketing at T-Mobile
GONZALO DEL FA, Managing Director at MEC:Bravo
"The main challenge for the Hispanic Research Industry is to measure Media ROI correctly."
CHALLENGE 3 Rise the standards to the level of General Market Research
RAUL LOPEZ, President of Phoenix Multicultural
“One key issue right now is getting a truly fully representative sample of the Hispanic market into and active in online research panels.”
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“There are no two researchers that have the same definition of the Hispanic market”.
CHALLENGE 2 Correct Measurement of Media ROI
MARTIN CERDA, Founder and Research Director, Encuesta
“There is an ever growing need to provide culturally relevant insights as to how Hispanic consumers view the marketplace, and here is the catch, in a manner that is as valid and expedient as what corporate research buyers expect for the general population.”
CHALLENGE 4 Improvement of Online Research Panels
ARE RESEARCHERS READY? (continued from page 17)
ROI means. Media ROI can be measured with media response and brand perception indicators that then can be attributed to a particular media vehicle. Instead Business ROI depends on concrete objectives: market share, sales, profitability etc. It can be evaluated via Key Performance Indicators (KPI’s) (Sales over asset turnover, 10/10 customer satisfaction etc.). KPI’s useful to a finance team will be quite different to the KPIs assigned to the sales force, for example.
2. WHO IS A HISPANIC CONSUMER? The question here is what definition of Hispanic consumer is used to then evaluate if the right media vehicles are used to target them with advertising. Is it the broad U.S. census definition of whomever calls himself Hispanic? Is it the First Generation, mostly Spanish-dominant, Hispanic? Is it all of them or none?
“Very few brands can even identify the Hispanic consumer versus the rest of consumers”, says Del Fa. A retailer, such as WalMart may know who its consumers are, for a CPG company which sells its products through retailers, it’s impossible to know. Obviously if major corporations have difficulties identifying their Hispanic customers it’s virtually impossible to find out the return of the media expenditures against that demographic.”
4. DUBIOUS MODEL: MAJOR RETAILERS HISPANIC MEDIA ROI MODELS ARE BASED ON WHERE THE STORES ARE LOCATED. As Del Fa puts it: Hispanics in Harlem may get a lot of Hispanic specific advertising and media. However, many of these Hispanics do not do all their purchases in Harlem. For larger purchases they go to major retailers in Yonkers. The zip code – proximity based ROI models do not capture this and sales to Hispanics get attributed to general market ad campaigns and not to Hispanic advertising. In addition the question whether people, in this case,
3. CAN CORPORATIONS IDENTIFY THEIR HISPANIC CONSUMERS?
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ARE RESEARCHERS READY? Hispanics buy close to where they work (e.g. Manhattan in New York’s case) or where they live (e.g. New Jersey) is also very important. “Most Media ROI models do not reflect that”, Del Fa concludes. In his opinion a lot of work needs to be done on a model based on modes of consumption. Hispanics tend to have modes of consumption that differ from the general population. Hispanic consumption/purchases can be tracked via monitoring companies such as HomeScan and then be correlated to ad expenditures of media targeting Hispanics.
ONLINE PANELS According to Mark Stockdale, Hispanic Marketing Director at T-Mobile, researchers need to make sure that they capture the Hispanic market. “Online panels are not the panacea. They automatically skew the sample towards the more acculturated sector of the Hispanic population”, he adds. “If you are offering a staple good product to the Hispanic market you should know right away that you often are only reaching a more assimilated acculturated sample of the Hispanic market via an online panel.”
“DUE TO FLAWED MEDIA ROI MODELS MANY SALES TO HISPANICS GET ATTRIBUTED TO THE GENERAL MARKET POPULATION. THIS UNFAIRLY TENDS TO DECREASE THE HISPANIC MEDIA ROI. “ “The general market is relying more and more on online panels. In the Hispanic market you need to apply other ways to capture the market rather than just online,” Stockdale, who oversees all of T-Mobile's U.S. Hispanic marketing efforts, concludes.
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COSTS Another significant issue are the costs of research: To obtain a correct picture of the Hispanic market in the form of a representative cross section, research companies will end up having to spend more resources than for a similar general market product. They will then have to transfer these additional costs to research buyers through higher prices. Raul Lopez of Phoenix Marketing International notes that many rapid response and lower cost research options that are available in the general market still can't be done in the Hispanic market via an online methodology. “I believe we'll get there, but for many key industries that heavily target the Hispanic market, like Telecom, and Consumer Packaged Goods, the sooner this happens the better”, Lopez adds. Encuesta's Cerda seems to point to a similar issue when he says that one of the big concerns that he has is when research is “done in the name of being expedient which sometimes leads to improper conclusions about the Latino consumer.
CYCLE OF FALSE STARTS This creates a cycle of “false starts” that has impacted the possible growth of the U.S. Hispanic marketing and advertising industry for many years. For example, sampling among a representative mix of unacculturated, partially acculturated, and fully acculturated Hispanics is not as easy as it seems. Using the right research provider and set of research tools can make a big difference in the strategic development and successful launch of initiatives aimed at the Latino consumer.” Another challenge, T-Mobile's Stockdale highlights is that because of a lack of standardization every research company is working on his own standard solution which makes it difficult to compare different findings. “There are no two researchers that have the same definition of the Hispanic market.”
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DIRECT RESPONSE (continued from page 1)
for most products. There has to be a direct response element that is measureable”, says Warren Zeller, Director of Strategic Partnerships at Eclipse Marketing Services, a Morristown, NJ based company that specializes in providing results-driven, direct marketing solutions to the cable TV and entertainment industries. Branding and DR, an artificial difference Marcelo Salup, Media Director at Miami based DMG Solutions, says that “many times, so-called experts will make artificial differences between brand advertising and direct-response advertising. There are differences only on the timeframe of the results, but good advertising, whether branding or DR is always geared at results. In DR we would like the result to be here and now and, because the advertising is more product oriented, we might not care to build a brand. In branding we still want results, but might want them next week instead of right now. I can't
conceive anyone building a brand without wanting to use the brand to build a business selling premium priced products. When we speak about performance advertising, as opposed to only DR, we consider results both, from the branding side and from the results right here and now perspectives.” Asked about what the main differences in Direct Response Advertising to the Hispanic market vs. the General Market are, Salup notes that it is the creative. “Everything else is the same,” he concludes. Miami based DMG Solutions has built an expertise in Hispanic Direct Response Advertising. DMG Solutions buys media for clients including DirecTVMás, Continucare and Mapfre. DirecTVMás, the Hispanic satellite TV broadcaster, lures potential subscribers through direct response advertising receiving many thousand of phone calls per month. How has the Hispanic Direct Response market evolved over the last 20 years, what are the most salient changes? To Vincent Andaloro, CEO and president of Latin Pak, a Hispanic direct marketing company he founded
in 1996, “the Hispanic market has not evolved enough based on the Hispanic population.” “What has evolved are the products we can use to reach them. Ten years ago we could use FSI, Door hangers, and Direct mail. All three of them are great vehicles that are used today. What has been added is email and mobile marketing which when used properly can be very effective. My emphasis on the word “properly” should be first in mind, since all of these services are great but each one offers a unique style of results based on the type of product being marketed. There is a time to use mobile and another time to use e-mail. But when sampling or promoting a coupon, it's advised to use direct mail, door hangers or FSIs. Direct mail (solo and shared mail) was one of Latinpak's main products when it entered the market in the midnineties, it has since adapted its product portfolio to the digital age. Direct mail, as a direct response oriented product, is still in the running: Earlier
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DIRECT RESPONSE this winter a new co-op program “Maria's Ahorros y Servicios” was launched. “We are starting with a quarterly co-op program going to the top 5 markets reaching 500,000 households”, Michael Machado, president of Más Marketing a company that specializes in Hispanic and Multicultural Marketing and publishes Maria's Ahorros y Servicios tells Portada. The target audience are affluent Hispanic women who are 25 years and older and make more than $25,000 a year. Eventually Machado, a former Tribune executive, expects the program to be monthly and reach 2.8 million Hispanic households in the top 15 Hispanic markets. Machado targets national advertisers in the CPG, Finance and Big Box Retailer categories. In Machado's opinion, at a CPM rate of $75 co-op mailings are a very efficient alternative to Solo Mail, Door Hangers and even FSI's. Other providers of direct mail services targeting Hispanics include Valassis and Harte Hanks. PAY-TV: A MUST HAVE FOR HISPANICS? Pay-TV is a classical media vehicle for direct response advertising. “Paid TV spots/direct response have proven a key vehicle for marketers. It is measurable down to the nth degree, it provides instant feedback, and can be a self-sustaining marketing support as products move to retail after proof of concept,” claims Randall Anderson, VP - Sales and Business Development at Listen Up Español, a Spanish language call center for the U.S. Hispanic market. Eclipse Marketing's Zeller agrees: “Pay TV's very targeted audiences allow for direct response companies and products to tailor ads that fit that group. $3million dollars for a 30 second spot in the Super Bowl will reach a lot of Hispanics across the US.” But take that same $3million and spread it across certain Spanish language networks over a period of time and I guarantee you will get a higher return on your investment.” There are more than a dozen major media and telecommunications companies vying for the Hispanic consumer via Pay-TV. From spectrum reaches from Satellite TV providers like 22 | Q2 2011 | www.portada-online.com
DirecTV and Dish, to MSO's like Comcast - which now owns bilingual youth network Mun2 -, Discovery and Time Warner Cable to Verizon FIOS, which is a bundled Internet, telephone, and TV service which operates over fiber optic communications networks. To meet the increasing demand of Hispanic Pay TV subscribers, these operators have allocated increased bandwidth for Hispanic programming launching an ever-growing array of channels that specifically appeal to their Hispanic segments, like, Fox Sports en Español, GolTV, MTV Tr3s, CineLatino and Canal Sur. “We are very bullish on the continued high growth of Hispanic cable because of the value it offers in a market that demands more ways to engage consumers, especially consumer segments within the Hispanic universe that are increasingly a higher priority for marketers. The public is also demanding more choices. The pay-TV model sharply contrasts with the broadcast model by effectively delivering desired viewer segments that consume more and that demand better TV options”, says Victor Parada, VicePresident, International and U.S. Advertising Sales at Discovery Communications. Parada adds that event after the great expansion of the past years, Hispanic cable has yet to reach its full potential. Denira Borrero, VP of Operations at Omni Direct, a Miami based direct response agency that includes Ellezza, Xtreme Bra and Franklin Electronics among its client roster agrees with Parada: “Pay TV allows the DRTV marketer to target different Hispanic group segments. For example, if a marketer wanted to target certain ethnic groups (e.g. Mexicans, Caribbean, and South Americans) or age profiles within the Hispanic market, with various ethnic channels, Pay TV allows them to reach their preferred audience in a more precise and cost efficient way compared to open broadcast.” To the viewer, Pay TV gives the option to view original programming from their country of origin -- keeping them connected and informed, in a familiar way, to their home culture. Borrero adds that also very important “to a DRTV marketer, is that Pay TV subscribers
have typically a higher level of income and higher concentration of credit card usage.” Prymary Channel Most of the campaigns Omni Direct does for clients, utilize Pay TV as its primary media channel, particularly for testing. “It allows us the quickest, most efficient, mass market read for testing new DR campaigns. With a proliferation of properties coming into this space over the past few years, it also gives us the scalability to ramp up and roll-out those campaigns that work. Despite the growth of alternate media channels, it still remains one of the most critical media channels in an integrated media strategy for direct response marketing.”
“MORE AND MORE WE SEE THAT HIGH FREQUENCY ON OFFLINE CHANNELS TENDS TO DRIVE SALES ON ONLINE CHANNELS” Eclipse Marketing's Zeller sees opportunities in a Hispanic channel for televised home shopping. Zeller provides advice to media entrepreneurs: “QVC and HSN are the best examples of successful direct response on Pay TV. If I were starting a cable network today, I would start a Hispanic version of QVC and HSN (Home Shopping Network). Not a channel that has Spanish SAP, but I would build the channel from the ground up. Focus on products that fit the younger more family oriented environment that characterizes a vast majority of Latinos today.” Up to 30% lift in response with multichannel... Multichannel campaigns can substantially increase response rates. Omni DirecTV's Borrero says that “We've seen anywhere between a 10 - 30% lift in overall response when we roll out campaigns to additional channels versus any one channel alone.” This number can increase significantly as frequency and recall have a compound
DIRECT RESPONSE effect over the life of the campaign. Integrated marketing strategies tend to have a “surround sound” effect on consumers. That is, more and more, we see that high frequency on offline channels tend to drive sales on online channels.” “More is better, but not always affordable,” says Warren Zeller at Eclipse who takes the costs of running multimedia campaigns into account.
“A SPANISH LANGUAGE CAMPAIGN LIFTS THE ENGLISH/GENERAL MARKET CAMPAIGN AS WELL.” 38 publications. Based on EPMG's firsthand experience, many new retailers are actively engaged in strategies that
involve circular outreach to the Hispanic communities.” FSI's also work well when tied in with digital coupons. In Eclipse's Zeller experience “a video plus a digital and print campaign with a coupon available is the best way to increase traffic and measure its effectiveness at the same time. “The number of digital coupon events increased by 33.6 percent in 2010 as compared to 2009
...and by using Spanish and English Omni Direct recently did a study that concluded that a Spanish language campaign can lift the English/General market campaign as well. “So having English and Spanish campaigns proves the 1+1=3 notion”, says Randall Anderson, VPSales and Business Development at Listen Up Español. Anderson emphasizes that in order to manage an efficient direct response campaign it is important to work with a Spanish-language call center. PRINT: DIRECT MAIL, FSI'S, MAGAZINES, COUPONS Print media, be it through direct mail, as discussed above, or newspapers and magazines can also have a strong appeal for direct response advertisers. FSI's (Free Standing Inserts), also called preprints ads, are inserted in to newspapers and shoppers as stand alones. FSI inserts are great for coupons and special offers which provide the consumer a direct call to action. Despite all the talk about the demise of print media, Free Standing Insert coupon Activity increased by more than 7.2 percent during 2010 versus the previous year to more than 291 billion coupons dropped. This is the highest level of activity observed during the past decade by Marx, a Kantar Media company. This also has been the case for the Hispanic market “We've seen an increase in projects related to multi-cultural targeting”, says Larry Berg, VP Communications and General Manager at Valassis. San Diego based Hispanic print placement firm EPMG360 started tracking Hispanic FSI in 2010. The average ad dollar per quarter of the coupon promotions EPMG360 tracks lies around $20 across 15 markets and www.portada-online.com | Q2 2011 | 23
DIRECT RESPONSE across key websites tracked by Marx. Additionally, 290 manufacturers distributed digital coupon offers in 2010, an increase of 17.4 percent compared to the 247 manufacturers that were active in 2009 across these key websites. Home delivered or not? An important aspect impacting the response to advertising in newspapers and magazines is whether they are home delivered or not. Home delivery can more than triple distribution costs versus rack distribution. Hispanic newspapers Impacto USA (Orange County) as well as Hoy's Fin de Semana (Los Angeles and Chicago) and Impremedia's Contigo (New York, Chicago and Los Angeles) are free home delivered publications. Other publishers have a different model. Orange County's Excelsior has an interesting approach 22% of its distribution is home delivered to requesters. Home delivered magazines in the Hispanic market include Nexos Latinos, published by Eclipse Marketing, Nexos Latinos is a quarterly magazine which is designed to entertain, educate, and create relevant value for cable products. The magazine was launched in the fall of 2009 and is distributed nationwide with a circulation of 900,000. Eclipse's Warren Zeller tells Portada that “there is no question that delivering anything to the home is more effective than leaving a publication in a rack in a retail environment. “It also gives the
Pros of Home Delivery > Gives recipient the feeling that she/he is cared for enough as to mail to his/her home.
> Audited Opt-In based products are a plus.
Cons of Home Delivery > Expensive to publisher/direct mailer (more than triples distribution costs vs. rack).
> Consumers in urban areas may be accustomed to purchase a newspaper at their local newsstand.
> Household decision makers, often housewives, are best located at home.
> In Hispanic areas, and in Latin America, it has been customary to
> Most single-copy/rack products do not have 100% sell-through-pick up rates. Means waste for the advertiser.
sell publications in newsstands not via home-delivered subscriptions.
> Customized delivery. Many rack delivered products are not dailies and do not align with preferred delivery day for advertiser.
SOURCE Portada Survey
direct to households that want them is critical. Our preference for any FSI delivery is always through a homedelivered product. To take it one step further, we also prefer paid or “Opt-in” based products that are audited. Most Single-copy/Rack products do not have 100% sell-through/pick-up rates, so any that remain with inserts included are waste, and costly to the advertiser. In addition, many rack delivered products are not dailies, so the product
Chicago may be more accustomed to purchasing a newspaper at their local newsstands; and in Hispanic areas it has been customary for newspapers to be sold in public areas through vendors and racks, and many of those habits have carried forward today. Therefore, we take these usage habits into consideration when evaluating the most effective FSI buy.” Omni Direct's Denira Borrero notes that because most direct response
"OUR PREFERENCE FOR ANY FSI DELIVERY IS ALWAYS THROUGH A HOME-DELIVERED PRODUCT." home/apartment dweller the feeling that you care enough for them to mail them your publication. Mailing is definitely more expensive, but in the case of Nexos Latinos, we think it is worth it.” Randy Novak, Director of Strategic Insights/Marketing at NSA Media, which has major retailers as its clients including WalMart, Office Depot and Sears, says that matching up messaging to the right audience, leveraging neighborhood insights, is a priority to him. “FSIs are a major investment for our clients, so ensuring pieces are delivered 24 | Q2 2011 | www.portada-online.com
itself may outlast the sale cycle for the FSI. Most of our advertisers prefer to deliver within a day of the actual sale start date and many rack-delivered products do not align with preferred days of week.” Established Habits Novak recognizes that the newspaper readership experience may differ based on established habits specific to certain geographic areas and cultural backgrounds. For example, consumers in urban areas such as New York or
campaigns rely on media vehicles to inform, sell and motivate the consumer to an impulse buy versus a pure branding effect, she has found advertorial formats or large, content rich ads to work best in a newspaper medium. “FSIs are not commonly used as a primary direct response tactic within either home delivery or rack distribution newspapers. However, they can sometimes reinforce content advertisement particularly for DR products that are also available in retail stores”, Borrero concludes.
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DIRECT RESPONSE
RESPONSE RATES AS SEEN BY DMG SOLUTION'S MARCELO SALUP MARCELO SALUP, Strategic Planning and Media Expert
TV-LOCAL (SPOT) “Very high to mediocre.”
RADIO “The response itself is low; that is, you need a ton of spots (easily 5:1 compared to TV) to obtain calls. Nevertheless, the calls have good conversion ratios.”
TV-NATIONAL “Any national signal (TV and Cable) will have the highest response ratios you've ever seen; this is a direct result of the number of people reached”
PRINT (ROP AND/OR FSI) “Print, in our experience, in DR, has low response ratios and that is a function, of course, of the reach again. Nevertheless, the product has a huge influence. For instance for a product like Continucare, which is a supplementary health insurance sold to Medicare patients print has a superb response rate. This is because people need to read about the product at length to make a decision and print is great for that. For DirecTV, print has not been that great but this is also a function of what we are selling which is the top of the line television experience, so any medium with visual components works well.”
ONLINE “Online is very dependent on two things: creative and site. When I worked on the launch of the Porsche Cayenne in Latin America we decided to try it without print at all and it worked really well. We used every tool we had available to us: flash, rich media, search, online video... you name it, we tried it. But, we also developed dozens of creative executions and had to analyze the campaign continuously. However, the campaign was very very successful and we beat all sales objectives. That same year we also launched Kingston Technology on the web and it was very successful, but not as crushing as the Cayenne, which also has to be in part a reflection of the product. Other campaigns I've been involved in have not been that amazing. With DIRECTV we are looking at how to incorporate tools like call-back buttons, etc.”
EVENTS For high ticket items, events can work successfully if implemented correctly (for example, investment products). For small ticket items the ROI is just not there at all. In all honesty, I've seen distributors insist on participating in events for some clients that I won't name, but, when you look at the cold numbers, the programs were not successful. Nevertheless, events are not media, they are a hybrid and the ROI calculations need to incorporate other variables such as influence over buying, etc. For example, an event for mid-sized distributors should not take the number of distributors in the ROI calculation but rather, the influence that these distributors will have in pushing the product into small stores.”
SOURCE Portada Interview with Marcelo Salup. Salup notes, “response rates are absolutely dependent on the creative execution, here are some ideas of the ranges.”
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BEST PRACTICES MARKETING TO HISPANICS MY MACY'S LOCALIZATION INITIATIVE BACKGROUND: Macy's Hispanic customer base continues to grow and currently amounts to 17% of the retailers customer base. Its share has increased by 1.1% from 2005 and represents $ 1.9 billion in apparel sales. Macy's expects its Hispanic customer base to exceed 20% of its total customer base within the next 10 years. In order to achieve this objective, Macy's has rolled out a localization strategy across the country and has migrated from an operating division structure to one unified organization for all of Macy's. Macy's also developed what it calls the "The True Total Approach". The below text is based on a presentation by Krystin Page, Multicultural Marketing Director at Macy's, at Portada's Fourth Annual Hispanic Digital and Print Media Conference ("Connecting National Brands to Local Audiences") last Fall.
MY MACY'S ROLLED OUT After initial pilots in 20 markets in 2008, Macy's rolled out the My Macy's localization initiative across the country in 2009. In doing so, they created eight stores regions and 49 new districts (for a total of 69 districts). Macy's added human intelligence - including new district merchants and planners - in each district in a manner that enables the company to tailor merchandise assortments and the shopping experience by location. My Macy's is proving itself to be a powerful competitive differentiator and driver of sales. In 2009, all of the company's top 12 markets in sales growth were from the initial My Macy's pilot districts.
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led to systematic experimentation and testing of new marketing approaches in 2010 and the years ahead. Identifying and acting on consumer insights is integral to their determination to place the customer at the center of their decision-making. Other elements of the true total approach include: To understand the customer at the granular level (the store level using various customer matrixes). The fact that sweeping generalizations of their customers are no longer required. Finally, the approach also provides a big opportunity to exploit big ideas by door.
BUSINESS STRATEGY REFRESHED Macy's ended 2009 by updating its business and brand strategy to guide the growth in sales and profitability planned for 2010 and beyond. In doing so, the company honed its focus on specific metrics. Macy's refreshed its four strategic priorities - Assortment, Value, Shopping Experience and Marketing - with a new generation of tactics. It's working to create a culture in the organization that embraces innovation and testing an inclusive work environment, the development of people, and collaboration internally and externally. Examples of how this reflects on the marketing strategy are: Segmentation of customer by shopping behavior, Direct mail books begin to be individualized and events emerging from communities.
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MACY'S ORGANIZATION UNIFIED Concurrent with the rollout of My Macy's, the company migrated from an operating division structure to one unified organization for all of Macy's. This allowed Macy's to eliminate redundancies in central offices and instituting consistency in its stores. It also enabled it to act more quickly, sharpen execution and partner more effectively with vendors and business partners while reducing administrative expense.
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DEVELOPING CUSTOMER-CENTRIC APPROACHES: THE TRUE TOTAL APPROACH Macy's analyzes customer behavior data collected in partnership with the consumer insights firm Dunnhumby USA, of which Macy's is the exclusive department store client. Macy's has begun to model the shopping patterns of Macy's customers to better serve each consumer's individual needs. This
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HISPANIC MARKETING - MEDIA VEHICLES Hispanic Marketing/Media projects of Macy's (in-
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BEST PRACTICES MARKETING TO HISPANICS language) include:
> Diversity Teams/External Affairs > Public Relations > Cause Marketing > Mexico initiatives > Hispanic Heritage Month- National Event with My Macy's Local Touch Points
> TV is still King (National) > Radio (National) > Magazines (National/Regional) > Newspaper (creative is multicultural) > Digital/ Social media
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INTUIT'S TURBOTAX CAMPAIGN BY iHISPANO.COM BACKGROUND: In another interesting presentation during last year's Portada flagship Hispanic Conference. Rudy Martinez, CEO at iHispano.com, presented a case study about Turbotax and how to engage Hispanic consumers with a Tax Software. Below is an abstract of the main challenges Turbotax faced and how iHispano.com tried to solve them by connecting with Hispanics and generating traffics and clicks.
OBJECTIVE Convince prospective consumers to use TurboTax by leveraging a free offering to engage and get them to click through, subsequently convincing them to start working with the product. Special focus was given to the pilot product TurboTax en Espa単ol.
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TOOLS FOR SUCCESS > DART Adapt provided automatic optimization on response > Online retargeting allowed for the determination of high-value consumers > Tracking pixels that allow the evaluation of best sources for leads/sales > Customized ads > An experienced team who understands the relevance of language and culture > Open and direct communication with client > Distribution that included the entire PDN ad network
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CAMPAIGN MANAGEMENT > One-to-one client service > Daily monitoring and optimization of campaign > Continuous reporting > Daily analysis
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RESULTS > A/B testing yielded double digit differences between language and creative preferences allowing client to properly structure future campaigns. > Dedicated email received open rates of over 20%. > Newsletter inserts received open rates of over 15%. > Survey responses provided client with healthy insights on attitudes towards taxes and tax preparation.
TARGET AUDIENCE Hispanic consumers who are open to using tax software, don't perceive their taxes to be complex, are value seekers, and currently use a tax store or a pro. This group needs three things. First, get the biggest refund possible. Second, get their taxes done easily with help if they need it. Finally, they need to feel safe from an audit.
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GOALS The Goals of the Campaign included: > Gain insights for the development of culturally relevant messaging > A/B test the impact of language in overall conversion > Banners > Landing Page > Dedicated Email and Newsletter Insert > Survey > Online Poll > Identify properties & placements where TurboTax messaging performs best > Understand Hispanics' attitudes towards tax preparation, current tax prep method, likelihood to use tax software, language preference for tax prep (email survey)
28 | Q2 2011 | www.portada-online.com
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RELATED NEWS
RESEARCH Home Technology Purchasing WHAT? Recent Scarborough analysis of retail data shows that Best Buy and Walmart attract the highest percentage of Hispanic home technology shoppers. WHY? 30% of Hispanic Households shopped Walmart for audio-video items during the past year. 27% shopped at Best Buy. 41% of Hispanic households who plan to buy HDTVs, MP3 players or Smartphones during the next year shopped Walmart for AV (Audiovisual) items during the past year. 39% plans to do it in Best Buy. Hispanic households planning purchases of HDTVs, MP3
players or Smartphones during the next year are 38% more likely than all Hispanic households to have shopped Walmart for audio-visual items during the past year. In this area Best Buy beats Walmart with 44% of Hispanic households more likely to purchase technology at Best Buy. WHAT DOES IT SAY ABOUT THE FUTURE? 23% of all Hispanic households who shopped Best Buy (22% Walmart) for AV items during the past year are planning purchases of HDTVs, Smartphones or MP3 players in 2011.
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FREE STANDING INSERT (FSI) COUPON ACTIVITY INCREASED 7.2 PERCENT DURING 2010. Kantar Media reported that Free Standing Insert (FSI) coupon activity increased 7.2 percent during 2010 versus the previous year to more than 291 billion coupons dropped. This is the highest level of activity observed during the past decade by Marx, a Kantar Media solution and the industry standard for tracking FSI coupon activity. Retailer promotion pages also achieved new record levels with a 46.4 percent increase to more than 13.3 billion pages in 2010, continuing the pattern of significant annual growth rates which began in 2007. Retailer promotion pages increased 46.4 percent to more than 13.3 billion pages in 2010. Experts interviewed by Portada for the Hispanic market said that during the last 6 months there has been a substantial increase in Hispanic FSI activity. YOUNG GENERATION LATINOS ARE MULTITASKERS. According to a recent Telemundo Mun2 study, Young Generation Latinos (YLAS) are multitaskers. "YLAS are always consuming high levels of anything technological: 94% have access to the Internet at home; 84% Have high-speed internet; and 87% stream video content, with another 73% that listen to music on the internet. Laptop ownership has taken precedence over desktop, with 73% that own a PC or a Mac." A MAJOR MOBILE SOCIAL NETWORK IN THE MAKING? Mobile Social Network MocoSpace has been talking to News Corp on buying MySpace. Justin Siegel, CEO of MocoSpace, told Bloomberg that his company contacted News Corp after the company said it was considering strategic options for MySpace. News Corp has agreed to talks with the company. The rationale for a potential acquisition is MySpace's significant mobile unit. An acquisition of MySpace by MocoSpace would have interesting implications for the multicultural market. More than a third of MocoSpace's members are Hispanics. In addition, MySpace has a great brand name recognition among U.S. Hispanics. Hispanics over index versus the general population in mobile phone usage and its applications.
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ANALYSIS 12 Latin Marketing and Media Predictions for 2011 CENSUS RESULTS WILL VINDICATE MARKETING TO HISPANICS The 2010 Census results will be completely digested by Portada's editorial team by September 2011. An important part of Portada's Flagship Hispanic Conference (Marketing to Hispanics:Taking the CMO's Driver's Seat) will be devoted to analyze the implications of the census results. We expect the results to make the case for marketing to Hispanics even stronger.
MEDIA PROPERTIES WILL RIDE THE BRAND INTEGRATION TREND AND EXPAND INTO THE AGENCY BUSINESS Media companies will ride the wave towards increased owned and earned media by profiting from brand integration efforts like GM, T-Mobile and Domino's Pizza. in Univision's "Eva Luna" telenovela. In addition, media properties will increasingly act as agencies by advising clients on how to work on their owned and earned media projects.
EMERGING HISPANIC MARKETS WILL BE INCREASINGLY IMPORTANT Smaller markets, which traditionally have not been under the radar screen of many advertisers will increase in importance as their Hispanic population (and purchasing) power skyrockets. The Census results will highlight growth in states such as Arizona, Colorado, Georgia, Washington and Utah. Portada's Emerging Hispanic Markets Forum, on September 21 2011, will be bringing together major NYC based agencies and marketing executives with media executives and agency executives of markets with a skyrocketing Hispanic population.
NEWSPAPER COMPANIES WILL STAY (AND BOOM AGAIN) Despite all the doom saying, often coming from the newspapers own ranks, the decline in print advertising will bottom out in 2011. Successful newspaper publishers will have repositioned themselves as mayor content players and masters of the local advertising business. There will be less and stronger newspapers. Print will be a viable medium in its own right.
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SPANISH WILL CONTINUE TO BE THE PREDOMINANT LANGUAGE SPOKEN AMONG HISPANICS The majority of the growth of the Hispanic population will come from U.S. born Hispanics. However, the use of the Spanish-language will increase, mostly because second and third generation Hispanics are increasingly interested in their roots and in learning the language of their ancestors.
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ONLINE ADVERTISING WILL INCREASINGLY BE A (COMMODITY) TRADING BUSINESS The share of online advertising in the overall advertising pie will continue to increase, particularly in the Hispanic market. Latin Online Ad-networks will continue to thrive. However, the business will be more and more a commodity business where buyers, mostly agencies will buy a certain amount of impressions/clicks through ads targeted to a very specific audience. Agency and online traders will increasingly be data crunchers and mathematicians.
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THE "O"(OWNED) AND "E"(EARNED) IN THE "POEM" MATRIX WILL INCREASE The Paid, Owned and Earned Media (POEM) matrix provides different ways for marketers to connect with consumers. In 2011 marketers will put even more emphasis on "owned" and "earned" media through content marketing initiatives.
BROADCAST MEDIA REIGNS Hispanic Broadcast Media will continue to be the main ad vehicle in the market (e.g. see Kohl's recent TV and Radio Campaign). The sheer audience numbers the major broadcast networks reach can not easily be matched by other media types. There will also be more competition in the Hispanic TV market with the entrance of new players and the strengthening of companies such as V-Me, which recently became a Nielsen rated network. WebTV, although not a
www.portada-online.com | Q2 2011 | 31
ANALYSIS major factor yet will also increase the competition.
GENERAL MARKET AGENCY SHOPS WILL GET MORE HISPANIC BUSINESS The Total Market Approach will continue to gain ground. Proponents of the Total Market approach argue that in order to effectively evaluate ROI and optimize spend, sales allocation and media consumption patterns for Hispanics should be assessed versus the general market. General market agencies will obtain more accounts targeting the Hispanic market and incorporate them into their general (total) market assignments.
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SOCIAL NETWORKS AS AD VEHICLES? THE JURY STILL WILL BE OUT Despite Facebook's 2010 revenues of more than $500 million, it is not clear yet whether advertising placed in online ad networks works well. As our contributor Marcelo Salup says in a recent column ("It's Social but is it Media yet?"): "In two different polls I conducted, barely 15% of all respondents reported clicking on any ad in a social network. The very size of the respondent base (less than 100 people) is, by itself a sign of the consumer interaction. Anecdotically, most of my friends and acquaintances also report low interaction with straight advertising in social sites. Historically, CTR's (click through rates) have been sliding so that today we probably do not see even a 1% CTR across the board." Regarding the brand interaction capability of social networks, Salup adds. "I don't think any advertiser has really cracked the code yet."
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MOBILE ADVERTISING BECOMES A FACTOR The expansion of smartphones is buyoing mobile advertising. This has an important implication for the Hispanic market as the Hispanic smartphone growth rate is outpacing that of the general market.
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LOCAL ONLINE ADVERTISING WILL BOOM Local Advertising will increase in importance, buyoed by Interactive Media. Borrell Associates predicts that Local Online Advertising will increase by 18% from $13.6 billion in 2010. New technologies such as the evolution of local search, mobile advertising and group buying (e.g. Groupon) will increase the effectiveness of local advertising.
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RELATED NEWS CENSUS 2010: DOUBLE DIGIT HISPANIC GROWTH IN LOUISIANA, MISSISSIPPI, NEW JERSEY AND VIRGINIA. The Census Bureau released the first state results for the 2010 U.S. Census for Louisiana, Mississippi, New Jersey and Virginia. Hispanics are growing in the double and triple digits in these states. FORD SET TO RENEW AGREEMENT WITH AOL FOR "TU VOZ EN TU VIDA" SITE. Ford is very likely to renew its agreement with AOL to produce the Tu Voz en Tu Vida website. During a webinar organized by Joe Kutchera late last year, David Rodriguez, Marketing Manager for the Ford and Lincoln-Mercury brand, said that he is looking forward to "continue our relationship with AOL's Tu Voz en Tu Vida in 2011." MULTICULTURAL BRANDED CONTENT: REVOLUCION PARTNERS WITH EO INTEGRATION. There is a clear trend towards Multicultural Branded Content. New York City based advertising agency Revolucion announced its official partnership with production company EO Integration to broaden its client service capabilities. The two New York-based agencies merged to enable clients to reach multicultural consumers through cutting-edge communications. As part of this shift, EO founder Roberto Alcazar joins Revolucion as Partner and Executive Creative Director. GOODNESS MFG. WILL HANDLE GENERAL MARKET AND HISPANIC ADVERTISING FOR EL POLLO LOCO. Costa Mesa-based El Pollo Loco has named Hollywood's Goodness Mfg. as its new advertising agency of record to handle marketing and communications efforts for the grilledchicken chain. Goodness Mfg. will handle general market and Hispanic advertising for the Mexican fast food chain, which has more than 400 restaurants, mostly in California. LOCAL SEARCH: HOLA CIUDAD AND YASABE PARTNER IN 12 CITIES. Holaciudad.com is a network of local Spanish-language web portals owned by ZGS Communications. YaSabe, which manages an enhanced database of 14 million U.S. businesses in Spanish and English, will power next-generation local search applications throughout the holaciudad.com network. including for markets such as Boston, El Paso, Fort Myers, Fresno, Hartford, Orlando, Philadelphia, Providence, San Antonio, Springfield, MA, Tampa, and Washington, DC. For Hispanic consumers in each city, Holaciudad.com now offers the ability to search for local businesses in Spanish. AUDIENCESCIENCE ENHANCES HISPANIC AUDIENCE TARGETING SOLUTION FOR ADVERTISERS. Online Ad-Network AudienceScience速 announced the launch of AudienceScience Hispanic Audience Targeting, a solution enabling advertisers to reach up to 70 percent of online Hispanic consumers across a network of thousands of Spanish and English language Internet sites.
32 | Q2 2011 | www.portada-online.com
STATISTICS IN CONTEXT
Hispanic Magazines Bet on their Brands 2009 and 2010 were not easy years for Hispanic magazines to say the least. Major names disappeared, e.g. Selecciones Readers Digest (in 2009) and more recently Disney en Familia, Mira! and Cafe Magazine. While magazine as print vehicles may face an uncertain future, they have better prospects as brands. Spanish-language magazines increased their ad revenues during the first nine months of 2010, according to TNS. Automotive Advertising recovered significantly, thanks mostly to GM, which jumped from $900,000 to $6.5 million in 2010 and increased from $4.5 million in 2009 to $10.1 million in 2010, according to Media Economics Group. Underlying the statistics in the table on the right, are the following four trends:
Mags: Where they have been, are and will be Publisher Magazine
2010 circ.
2011 es- 2011 Base CPM timated Rate (full 2011 circ. page 4c)
Maya Publishing Group
TVnotas
150,000 200,000 $8,200
41
Changes frequency from weekly to biweekly (twice a month)
Récord, Fútbol al Máximo
50,000
75,000
$6,200
82.6
(Former Record Semanario de Futbol) Frequency from twice/month to monthly
H para Hombres
75,000
75,000
$6,900
92
Monthly. Also publishes H Extremo (monthly, 75,000)
Meredith Hispanic Ventures
Ser Padres
700,000 700,000 $80,170
114.5 Monthly
Siempre Mujer
500,000 500,000 $57,490
114.9 Monthly
Televisa Publishing and Digital
Vanidades
300,000 400,000 $29,500
73.75 Monthly
TV y Novelas
200,000 270,000 $29,800
110.3 Monthly (was twice a month in 2010)
Cosmopolitan en Español
100,000 100,000 $11,000
110
Poder
300,000 400,000 $29,500
73.75 Bi-monthly (6 times a year)
People en Espanol
540,000 540,000 $70,350
130.2 Monthly. Spanish.
Disney/ GW ESPN Deportes Publishing
65,000
168
Monthly. Spanish.
Eclipse Marketing
900,000 900,000 Rate for (depends minimum on issue) run of 25,000 is $5,000
200
Quarterly. Circ. can vary. Billingual. Designed to entertain, educate, and create relevant value for cable products.
Impremedia Vista
900,000 900,000 $39,740
44.1
Brand Repositioning 6 times/year.
AARP
Viva su Segunda Juventud
500,000 150,000, $15,000
100
Quarterly. Spanish. Direct mailed and Newspaper insert.
Hispanic Business Media
Hispanic Business
240,000 240,000 $11,394
47.4
Monthly
Abasto
Abasto Magazine
30,000
246
Bi-monthly
Kraft
Kraft Foods' Comida y Familia
585,000 585,000 _
_
Quarterly (4 times a year)
Royal Prestige
Cocina al Máximo
150,000 150,000 _
_
Quarterly (4 times a year)
DirecTV
DirecTV Más
900,000 900,000 _
_
Bimonthly. Mailed to DirecTVMás subscribers
General Mills
Que Rica Vida
350,000 350,000 _
_
Quarterly
> Trend Nr. 1: Betting on Brands > Trend Nr. 2: Less Frequency, More Circulation > Trend Nr. 3: Changing Distribution: Back to the old days of paid circulation?? > Trend Nr. 4: Increasing Importance of Custom Publishing / Content Marketing > Trend Nr. 5: Focus on the Latina Woman
SOURCE Portada and Publishers.
Time Inc.
Nexos
65,000
30,000
$10,920
$7,400
Note
Monthly
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STATISTICS IN CONTEXT
Mobile Phone Users: Hispanics are Most-Likely Smartphone Owners in the U.S. As of December 2010, nearly a third (31%) of all mobile consumers in the United States owned smartphones, cellphones with app-based, web-enabled operating systems. But smartphone penetration is even higher among mobile users who are part of ethnic and racial minorities in the U.S. namely Asian/Pacific Islanders (45%), Hispanics (45%) and African-Americans (33%), populations that also tend to skew younger. Meanwhile, only 27 percent of White mobile users reported owning a smartphone.
Love for Smartphones
.
Quarter
Hispanic
White
African American
Asian/ Pacific Islander
Q4 2009
31%
18%
25%
34%
Q1 2010
34%
20%
26%
37%
Q2 2010
40%
21%
30%
37%
Q3 2010
45%
24%
32%
42%
Q4 2010
45%
27%
33%
45%
SOURCE The Nielsen Company NOTE Smartphone Penetration by Race
ADVERTISER INDEX COMPANY
PG
WEBSITE
CONTACT
PHONE NUMBER
E-MAIL ADDRESS
V-Me
2
www.vmetv.com
Patty Marrero
(212) 273-4830
pmarrero@vmetv.com
Al Dia Texas
9
www.aldiatx.com
Rebecca Reyes
(469) 977-3720
rreyes@aldiatx.com
Grupo Latino de
11
www.unionradio.com
NA
(305) 644-6641
info@glrnetworks.com
GfK MRI
17
www.gfkmri.com
Sue Nunez
(212) 884-9217
susan.nunez@gfkmri.com
Phoenix Marketing
20
www.phoenixmi.com
Raul Lopez
(305) 971-1437
Raul.Lopez@phoenixmi.com
Eclipse Marketing Services
23
www.eclipsemarketingservices.com
Warren Zeller
(973) 867-8327
wzeller@eclipse2.com
Ad Tech San Francisco
26
www.ad-tech.com/sf
N/A
N/A
N/A
CVC
30
www.cvcaudit.com
Tim Bingaman
(800) 262-6392
tbingaman@cvcaudit.com
Yahoo
35
www.espanol.yahoo.com
N/A
N/A
N/A
Orange Advertising Network
36
www.americas.orange advertisingnetwork.com
N/A
N/A
N/A
Radio
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