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LEARN A SECOND AND EVEN A THIRD LANGUAGE

March 24, 2012 by 1 Comment

THE HISPANIC BLOG IS THE LATEST HISPANIC NEWS BY JESSICA MARIE GUTIERREZ

It’s Politics: Dual-Language immersion program

With the rise of the global economy, school districts across the nation and plenty within the San Gabriel Valley have adopted dual-language immersion programs. The idea is simple: teach children a foreign language when their brains are still developing. From what experts in language development tell us, those dual-language learners will not only learn a second language, but will demonstrate an even greater mastery of their native tongue.

And it’s no surprise which languages are most popular with parents who choose to enroll their children in dual-language programs: Spanish and Mandarin (Chinese). The Latino population in the U.S. exploded in the last 20 years and it shows little signs of shrinking. Meanwhile, China has lent us enough money that it wouldn’t surprise anyone if the Yuan replaces the dollar as the world’s reserve currency. But what about teaching the children a third language? One that will benefit them every election cycle.

How about we teach the kids Politician Pig Latin? We have all heard Politician Pig Latin, the language of buzzwords, jargon and ambiguous phrases which politicians use during stump speeches and press conferences. It’s a language riddle with multi-syllabic words which say absolutely nothing. You have heard some of the words: “stakeholders,” “partners” “outreach” and “community buy-in.” The standards English definitions of these words don’t apply when translated from politician Pig Latin.

For example, “Stakeholder” is voting citizen who gave to the winning official’s campaign. A “Partner” is a local business person, and a voter, who gave enough money that when he or she calls, the elected official might pick up the phone. “Outreach” is a Facebook page or website enabled with a PayPal account. “Community buy-in” roughly translates into a meeting with the public scheduled at a time when those opposing the politician’s plan can’t show up. In newsrooms, we have seen the press releases written completely in Politician Pig Latin:
“I have long championed the need to balance our budget and pay down our debt, and will continue to do so,” wrote one local lawmaker in recent a press release.

Huh? The part about a “balanced budget”, clear. The part about “paying down our debt” , got it. But championed … what? Did this elected win some belt or a sports title? Merriam Webster defines championed as someone who “protects or fights for, as a champion.” The second definition is one who acts as a “militant supporter” for a cause. I doubt our elected leaders are “militant” supporters of anything. But the direct translation of “championed” from Politician Pig Latin to English is “one who barks really loud on the floor of a legislative body to pass a law, but achieves little actual success.”
Politician Pig Latin is not the hardest language to learn, but with all the things people are tasked with during the day – working, paying bills, raising children and picking those kids up from roller hockey – who has the time to learn another language as an adult? And I have yet to see a class in Politician Pig Latin at a local community college. Maybe it’s time we start equipping our children with the skills to decipher what our elected leaders are actually talking about. They might even grow up to make informed choices.

READ MORE: SGV Tribune

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Filed Under: FEATURED MARKETING, LATINO MARKETING Tagged With: , , , , , , ,

PODER HISPANIC EMERGE NETWORKING SERIES WILL KICK OFF IN SAN ANTONIO, TX ON MARCH 22nd

March 21, 2012 by 1 Comment

THE HISPANIC BLOG IS THE LATEST HISPANIC NEWS BY JESSICA MARIE GUTIERREZ

John Davenport / San Antonio Express-News / AP http://www.time.com/time/specials/packages/article/0,28804,2023831_2023829_2025185,00.html #ixzz1plr5hfa1

Poder Magazine Kicks Off Its Annual Emerge Networking Series in San Antonio, Texas

PODER Hispanic magazine, the premier business and lifestyle publication for Hispanic and Latino leaders, kicks off the annual EMERGE business networking series, a unique experience for young Hispanic emerging professionals, in San Antonio, TX on March 22nd. Celebrating its 5th year, the national EMERGE Series will continue to Charlotte (June 14), Chicago (August 16), and Miami (November).  In support of its’ ongoing commitment to empower young emerging Hispanics across the country, Emerge will provide an educational experience with unlimited resources and professional development.

Over 200 San Antonio Hispanic young professionals, entrepreneurs, business and civic leaders are expected to attend the March 22nd EMERGE event. Registration is complimentary and open to the public.  The EMERGE Series in San Antonio, hosted by PODER magazine, will feature a panel discussion by Mayor Julian Castro, the nation’s youngest Hispanic mayor of a Top 50 American City and moderated by Univision’s Brenda Jimenez. The event sponsors include State Farm, Prudential, Cigars International, and supported by ALFHA, SAHCC, as well as Marketwire as the official wire sponsor.

Thursday, March 22, 2012 from 6 p.m. to 10 p.m. Registration will start at 6pm followed by a panel discussion from 7-8pm and a cocktail networking reception from 8-10pm at Hotel Valencia Riverwalk located at 150 East Houston Street, San Antonio, Texas 78205

Register to attend San Antonio EMERGE today! (click here)


About the EMERGE Networking Series

EMERGE (http://emerge.poder360.com/) is a national Hispanic networking series for emerging young professionals that breaks down the traditional barriers of similar events and provides an aggressive and interactive approach to networking by featuring an empowering selection of Latino leaders from across the country to share their experience and roadmap to success. EMERGE is hosted by PODER Hispanic magazine published by Televisa Publishing + Digital, a division of Grupo Televisa, the largest Spanish-language media company in the world. Connect with EMERGE on Facebook and EMERGE Twitter.

About Poder Hispanic:

PODER Hispanic (www.poder360.com) magazine is a bi-monthly publication for Latinos in power—and for those who aspire to be. The magazine was conceived as a vehicle to provide the Hispanic corporate and entrepreneurial communities with valuable and reliable information. As a leading business and lifestyle magazine, PODER Hispanic is written for a global audience of influential senior business executives, political decision-makers and entrepreneurs interested in current events. Connect with Poder Hispanic Facebook and Poder Twitter. 

Media Contacts:

Carolina Copello / Logos PR
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Filed Under: FEATURED MARKETING, LATINO MARKETING

HOW MUCH DO HISPANICS SPEND ON MOBILE DEVICES: A WHOPPING $17.6B IN 2012

March 21, 2012 by 1 Comment

THE HISPANIC BLOG IS THE LATEST HISPANIC NEWS BY JESSICA MARIE GUTIERREZ

U.S. Hispanic consumers will spend more than $17.6 billion on mobile devices and over $500 million on mobile apps in 2012, as illustrated in a new Zpryme INFOgraphic, 2012 Hispanic Mobile Consumer Trends (based on a survey and comprehensive analysis of Hispanic residents in the U.S.).

Producing consistent growth in a stagnant U.S. economy has become a chore for companies delivering consumer electronic products and related services in the U.S. To curb sluggish consumer spending, more and more companies have refocused marketing efforts and aggressively pursuing the massive Hispanic market via mobile. Overall, Hispanics are less likely to own a home computer than the overall mainstream – as a result, they turn to mobile devices for all-things-web. According to the Zpryme survey, almost 20 percent of all social media activity by Hispanic consumers occurs on a smartphone with Facebook (79 percent of Hispanics) being the go-to social network. What’s more striking is that according to the same survey, 26 percent of Hispanics click on online advertising about half of the time with 84 percent of all apps consumed in English (only three percent viewed primarily in Spanish).

“Hispanics are not only powering the growth of the mobile device and entertainment industries, they are shaping it. From the purchase of a new Apple iPad to chatting with friends on Facebook, advertisers must understand how to carve brands to be more culturally relevant to the Hispanic mobile consumer”, explained Jason S. Rodriguez, Zpryme CEO and Director of Research.


What’s more, according to Credit Suisse, the leaders in spending on Hispanic marketing have outperformed those firms who have not spent much on Hispanic advertising by 270 basis points in terms of organic sales growth in the United States over the last three years. Association of Hispanic Advertising Agencies offered similar sentiment with companies that consistently devoted more than 25 percent of their advertising budgets to Latino media had seen sustained revenue growth over a five-year period with the top 500 U.S. advertisers dedicated $4.3 billion to targeting Hispanics in 2010 (the most recent year for which numbers are available).

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WHO ARE THE BIGGEST-SPENDING RETAILERS IN THE HISPANIC MARKET?

March 19, 2012 by 3 Comments

THE HISPANIC BLOG IS THE LATEST HISPANIC NEWS BY JESSICA MARIE GUTIERREZ

No one lives the “total market” — the term used to describe the blending of the general and multicultural markets — like Walmart.

Last month Gisel Ruiz was elevated to exec VP-chief operating officer at Walmart, and Rosalind G. “Roz” Brewer was named president-CEO of Sam’s Club, becoming the first woman and the first African-American to hold the CEO title at a Walmart unit. Ms. Brewer’s successor as president of one of Walmart’s three U.S. regions is Hispanic.

Walmart is also serious about diversity in its agencies, according to Steven Wolfe Pereira, who has a dual role as exec VP ofMediaVest and managing director of MV42, MediaVest’s multicultural unit on the retailer’s account. “Ten percent of all Walmarts are in Texas, 6% in Florida, 4% in Illinois and 5% in California,” said Mr. Pereira, emphasizing that one-quarter of the stores are in heavily Hispanic states.

Walmart still works with the first U.S. Hispanic agency it hired 17 years ago, Lopez Negrete Communications. The independent survived Walmart’s review, started in 2005, in which it fired all its general-market agencies.

Lopez Negrete gets not just a seat at the table, but a good one. Tony Rogers, Walmart’s senior VP-brand marketing and advertising, said at the Association of National Advertisers‘ multicultural marketing conference in November that the company planned to “blow up” its multicultural marketing budget, moving the money out of that silo and into the individual business units.

About 80 of Lopez Negrete’s 200 staffers are involved with the Walmart business, and one works out of its Bentonville, Ark., headquarters. The agency now deals more with individual category leads. Walmart’s Hispanic Center of Excellence functions primarily as a consultant, which shifts more of the responsibility for growing Walmart’s multicultural business to Lopez Negrete.

The agency, for example, plunged into the humorous “Every Cart Tells a Story” TV campaign developed by the Martin Agency, Walmart’s general-market shop. Spots always start with items at the checkout counter, then cuts to how they’re used at home. One item is always incongruous. Lopez Negrete’s “Tea Time” includes a tea pot, a princess dress, cookies — and mouthwash. At home, a little girl entertains her father with a tea party, until he realizes that she has filled the teapot with water from the toilet (hence the mouthwash).

There are subtly different general-market and Spanish-language spots. The dad in the former version is goofier; in the latter he has more interaction with the daughter. The mouthwash brand is Listerine in the English version, Scope for Hispanics.

Walmart is the biggest-spending retailer in the Hispanic market, and No. 15 among all advertisers in Spanish-language media, at $66.6 million in 2010, according to Ad Age’s Hispanic Fact Pack. Sears Holding Co., which includes Kmart and Sears, is No. 19 with $53.9 million spent in 2010, followed by Target Corp. at No. 27 with $40.3 million. Kohl’s spent $14.8 million.

Some of the discounters focus their efforts on collections with Latino celebrities. Kohl’s rolled out clothing lines with Jennifer Lopez and Marc Anthony last year. It also sponsors their TV show, “Q’Viva! The Chosen,” which airs on both Spanish-language Univision and Fox. 

Kmart is linking with Colombian-born Sofia Vergara of hit comedy “Modern Family.” Kmart launched Sofia Vergara lines of apparel, footwear, accessories and jewelry last fall, with TV and print ads in English and Spanish by PMH. A campaign featuring Ms. Vergara is expected midyear. “The general market and the multicultural market have merged,” said Mr. Stein. “She’s relevant to both.”

The four retailers aren’t big on Spanish-language websites or Facebook pages, although Kmart does have a Spanish-language web presence.

Kmart is continuing last year’s Kmart Latina Smart platform, built around a group of blogueras that has brought in more than 26,000 Facebook fans. And Sears Holding, which includes both Kmart and Sears, is a founding sponsor along with General Mills, General Motors‘ Chevy brand and Procter & Gamble of Mamas Latinas, a site for Hispanic moms started by CaféMom in late January and run by Lucia Ballas-Traynor, the former publisher of People en Español magazine. Kmart has built out a style and fashion area, and is running ads throughout the site for the Sofia Vergara collection and Kmart’s layaway program.

READ MORE: AD AGE

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HISPANIC HOMEBUYER MEGA MARKET IS EMERGING

March 12, 2012 by 7 Comments

THE HISPANIC BLOG IS THE LATEST HISPANIC NEWS BY JESSICA MARIE GUTIERREZ

Hispanic Real Estate Leaders Say Youth, Population Growth, Household Formation, High Desire, Labor Force Trend, to Make Latinos an Exponential Force in Housing

SAN DIEGO, Mar 12, 2012 (BUSINESS WIRE) — The era of the Hispanic homebuyer is upon us, according to the 2011 State of Hispanic Homeownership Report released this week by the National Association of Hispanic Real Estate Professionals (NAHREP). The 36-page document offers an analysis of data on the Hispanic homebuyer market and points to youth, birth rates, household formation, rising purchasing power, labor trends, educational achievements and desire as key indicators that will make Latinos a major purchase force in the first-time homebuyer market.

“Despite recent losses suffered by Hispanics during the housing crisis, young Latino families that were unaffected by foreclosure or lost home values are ready to enter the market,” said Carmen Mercado, president of the 20,000-member group. “When they do, they will have an exponential impact on housing sales.”

According to the report, demographic forces are aligning with Latinos poised to take center stage as a mega force in housing. Latinos filled 1.4 million or 60 percent of the 2.3 million jobs added to the economy in 2011, are expected to account for 40 percent of the estimated 12 million new households over the next 10 years, and their collective purchasing power is expected to jump 50 percent by 2016 — just four short years from now.

Hispanic homeownership grew by 288,000 units in the third quarter of 2011, accounting for more than half the total growth in owner-occupant homeownership in the United States. Hispanic real estate leaders maintain that while this is just a short-term indicator, it is an example of what’s to come as Latino echo boomers move from renting to homeownership. They also predict as Latinos start to buy en masse that total owner-occupant housing units purchased — not homeownership rate — will be the most outstanding metric of the group.

“In recent years, the headlines have focused on foreclosure and wealth losses in the Hispanic community. But the untold story is the growth, labor force participation, higher educational achievements and attitudes toward homeownership that are crystallizing into a trend with Latinos taking center stage as a mega force in housing,” added Mercado.

The report, which was written by former Housing Fellow, Researcher, Author & Watchdog Alejandro Becerra, asserts that due to a combination of forces Hispanics are poised to become a mega consumer force in housing:

— Population Driver: The Hispanic population expanded 3.5 times between 1980 and 2010. Since 1980, more than two in five (44 percent) persons added to the U.S. population have been Hispanic. From 2000 to 2009, Whites experienced 1.1 births for every 1.0 death, while Hispanics experienced 8.9 births for every death, implying a sizeable widening of the growth rates between the two major population groups. Hispanics were responsible for most of the overall population growth in the country over the past decade.

— Consumerism: The Hispanic market made up over 50 percent of real growth in the U.S. consumer economy from 2005 to 2008. During that time span, the $52 billion in new Hispanic spending outpaced the $40 billion in new spending by non-Hispanics, with Hispanic consumer spending increasing by 6.4 percent while non-Hispanic spending increased by only 2.9 percent.

— Labor Force: Latinos filled 1.4 million or 60 percent of the 2.3 million jobs added to the economy in 2011. Hispanics are expected to account for 74 percent of the growth in the nation’s labor force from 2010 to 2020.

— Mobility: Hispanics are mobile and willing to relocate where employment is available. Hispanics alone drove the population growth of Philadelphia, Phoenix, Indianapolis, Omaha, and Atlanta, and comprised the greatest component of population increases in San Antonio, Fort Worth, and El Paso, and Raleigh and Charlotte, North Carolina.

— Education: From 2009 to 2010, the number of Hispanic young adults enrolled in college grew by 349,000 (a remarkable increase of 24 percent), compared with a decrease of 320,000 among young non-Hispanic Whites. In 2010, 73 percent of young Hispanics completed high school, up from 60 percent in 2000, and 32 percent of young Hispanics were enrolled in college, up from 22 percent in 2000.

National housing surveys continue to demonstrate that Hispanics strongly aspire to become homeowners in spite of uncertainty over jobs and the general economy. In particular, surveys also show that almost two in three Hispanic renters maintain high aspirations for owning a home.

Hispanic real estate leaders assert that changes in the nation’s housing finance system must be made to accommodate the mega force of first-time homebuyers entering the market between now and 2020. This includes creating access to affordable, safe mortgage products and low-priced bank owned properties that meet financing standards, among other measures.

“New household growth will be substantially greater for Hispanics than for any other demographic group in the country,” said David Stevens, president of the Mortgage Banker’s Association. “The need to recognize the most critical variables in housing type, price range, affordability, and mortgage product terms will be critical for all housing stakeholders — from lenders and realtors to policy makers — in order to ensure that the homeownership needs of Hispanics and other Americans are met.”

The 2011 State of Hispanic Homeownership Report includes policy recommendations from Hispanic real estate leaders that are needed to accommodate new buyers. This includes: Improved access to affordable mortgage financing, no new taxes or increased fees on mortgages, increased supplier diversity, improved access to REO listings for owner-occupant buyers, sensible immigration reforms and continued financial education for mortgagees.

About NAHREP

The National Association of Hispanic Real Estate Professionals, a non-profit 501c6 trade association, is dedicated to increasing the homeownership rate among Latinos by educating and empowering the real estate professionals that serve them. Based in San Diego, NAHREP is the premier trade organization for Hispanics and has more than 20,000 members in 48 states and 50 affiliate chapters.

SOURCE: National Association of Hispanic Real Estate Professionals  A digital copy of the report is available for download at: http://nahrep.org/state-of-hispanic-homeownership.php

Read More: Market Watch

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God Bless and may you have a fabulous day!

powered by Influential Access – “Transforming the Ordinary to EXTRAordinary!” – CEO – Jessica Marie Gutierrez – Creator of The Hispanic Blog #thehispanicblog

Filed Under: FEATURED MARKETING, LATINO MARKETING Tagged With: , , , , , , ,
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