WHY SHOULD COMPANIES INVEST IN HISPANIC MARKETING?

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

More Hispanics in College Will Add to Consumer Spending Growth

Higher Education Leads to Higher Income

A study by the Pew Hispanic Center shows that there was a 24% increase in Hispanic college enrollment between 2009 and 2010. This exceeds the population increase among the Hispanic 18-24 demographic (7%) over the same period, which indicates a trend in strides in educational awareness among the Hispanic community.

Growing Hispanic Education Level

Record High School Completion & College Enrollment

Hispanic high school completion reached a record 73% in 2010, up 3% from the year prior. Additionally, strides to move these kids from high school to college have paid off: 44% of those Hispanic students completing high school are going on to college, up from 39% in 2009.

What This Means for Marketers

With college graduates on average earning 1.5 times more than those with only a high school degree, these trends put the Hispanic youth catching up with their non Hispanic counterparts not only in terms of educational attainment but also in terms of income level. US Hispanic consumer spending is on track to reach $1.4 trillion by 2014, and with continuing increases in income levels among these young Latinos, real levels could outpace these projections. Marketers should be looking to include Hispanic marketing strategies into their annual plans in order to capture this growing population’s loyalty and purchases.

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READ MORE: http://evolucioncreativemarketing.com/more-hispanics-in-college-will-add-to-consumer-spending-growth/

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WHY ARE HISPANICS RALLYING AGAINST BANK OF AMERICA?

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

Hispanic Community Rallies Against Bank of America‘s Attack on Minority Business

Members of the Chicago-area Hispanic community are sending a loud and clear message to Bank of America officials: stop the unjust attacks on Illinois’ third largest minority-owned business that have placed more than 1,400 jobs in jeopardy.
Bank of America has taken extreme and unprecedented measures to intimidate and put the Hillside- and Downers Grove- based direct mail and financial marketing company out of business, which would result in 1,400 lost jobs, nearly 1,000 of which are held by Hispanics.
VMark workers as well as elected and business officials and community activists are asking BOA to serve the very taxpayers who helped bail out the banking giant by working with the company to resolve the matter and ensure the employment of thousands of local residents and the economic health of the community.
“This is simply unacceptable,” said State Sen. Kimberly A. Lightford (4th District), who represents the district where the Hillside facility is located. “I’m not going to stand by and watch Bank of America victimize minority communities. These hard-working employees and their families are being punished for failed corporate boardroom policies.”
Some of VMark’s owners, who are the minority shareholders in the company, defaulted years ago on $39 million in loan guarantees unrelated to the company. But while the owners have sought to fulfill all of their obligations during the past year, BOA has curiously refused their offers and is now leveraging that debt to put the company out of business. Meanwhile, VMark is currently pursuing other legal avenues to remain in business and retain jobs.
“We’re here to show Bank of America that we’re not going to let them ruin a successful business that serves as a lifeline to thousands of local Chicago and suburban families,” said State Sen. Martin Sandoval (12th District), whose district is home to many VMark employees. “We cannot let the big corporate banks turn their backs on a successful company and the Hispanic community when working families are struggling to make ends meet.”
VMark supporters noted that the issue comes on the heels of the U.S. Justice Department‘s recent order that Bank of America pay $335 million to settle claims that its subsidiary Countrywide discriminated against minority borrowers. It was charged with hiking interest rates and fees for more than 200,000 African-American and Hispanic borrowers who qualified for lower rates. The fees and interest rates were higher than those of non-Hispanic white borrowers.
Cook County Commissioner Jeff Tobolski, whose 16th District includes VMark’s Hillside facility, was hopeful the two sides could work something out to retain the jobs.
“These workers serve on the front lines and help drive growth of the company and the region,” Tobolski said. “Through no fault of their own, they stand to lose their jobs and benefits, which impact families and the overall economic health of Cook County. We need to do all we can to create a business friendly environment in the county to not only retain existing jobs but attract new ones and spur economic growth.”
VMark has been a valued member of the corporate and Hispanic community since 1974, when it started as a magazine subscription service. Since that time, VMark has expanded to include eight separate companies that service a diverse client base.
“VMark is an anchor of the Hispanic community and a true American success story, growing and thriving as a small business that contributes to the overall financial health of the Chicago area,” said Chicago Ald. George A. Cardenas (12th Ward). “Bank of America needs to resolve this matter so VMark can continue to operate and families can keep their jobs and survive.”
Nilda Esparza, Executive Director of the Little Village Chamber of Commerce, noted that VMark plays a vital role in the Hispanic community.
“Minority owned-businesses are among the fastest growing segment of new business and job creation among small businesses,” Esparza said. “Companies like VMark create jobs and opportunities in the Latino Community. As a fellow minority group, we stand with VMark and their employees in the hopes they are able to reach an amicable resolution that allows them to continue to prosper and generate jobs in Illinois.”

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WHICH TV AFFILIATE IS SECURING DISTRIBUTION IN 75% OF U.S. HOUSEHOLDS?

THE HISPANIC BLOG BY JESSICA MARIE GUTIERREZ

MundoFox Lines Up Affiliate Deals

MundoFox, the fledgling Spanish-language, general-entertainment network, is off to a fast start on the affiliate front, inking carriage deals covering nearly 40% of U.S. Hispanic households. MundoFox, the joint venture of Fox International Channels and Colombia’s RCN Television Group that is eyeing a fall launch, has secured affiliate deals in 20 DMAs, according to the parties. Deal terms for the service, which was announced in January, were not disclosed.

The initial affiliate list includes flagship KWHY (channel 22) in Los Angeles, the top Latino market in the U.S., which owned by the Meruelo Group and WJAN (channel 41) in Miami (Hispanic DMA No. 3) owned by America CV Group.

Carriage was also secured in San Antonio (7), San Francisco (8), Phoenix (9), Sacramento (11), Fresno (14), Tampa (20), Las Vegas (23), West Palm Beach (28), Bakersfield (31), Monterey (34), Fort Myers (37), Palm Springs (39), Odessa (43), Santa Barbara (45), Lubbock (51), Boise (71), Abilene (78) and San Angelo (92). All affiliates in the top 10 markets are full power stations or are fully distributed in cable and satellite, according to Fox International and RCN Corp.

“Only six weeks have passed since we announced MundoFox, and we have exceeded our expectations by securing affiliate partnerships in many of the key U.S. Hispanic markets,” said Hernan Lopez, president and CEO of Fox International Channels, in a statement. “In the last 20 years, no U.S. broadcast network has secured such a large footprint so quickly without assistance from O&O stations. Interest in MundoFox has been tremendous, and we now expect to exceed our original goal of securing distribution in 75% of U.S. Hispanic households by launch.”

Distribution agreements in the remaining top 50 Hispanic markets across the country are still being negotiated.
“The positive response and increasing interest by affiliates is a true testament to the goal of MundoFox, which is to fill the gap in Latino entertainment in the U.S. and bring quality content and differentiation from the options currently available to Spanish-speaking viewers,” noted RCN CEO Gabriel Reyes. “We plan on keeping the momentum going in the upcoming months and are confident we’ll be widely distributed prior to our fall launch.”

The joint venture aspires to bring the sensibilities of the Fox broadcast network to Latino audiences, featuring entertainment, sports and news, among other programming formats.
MundoFox plans to integrate programming from a variety of sources into its lineup. Colombian broadcaster RCN Television S.A., the creative force behind the original Betty La Fea (Ugly Betty) and El Capo, will be contributing.

NTN24, RCN’s international, 24-hour channel will offer Spanish-language news, analysis, opinion, sports and entertainment news programs from a Latin point of view.

For its part, Fox International Channels, which has produced weekly dramas combining U.S.-style, character-driven story-telling, plus factual and lifestyle programming.  Fox Deportes will also kick in with its exclusive U.S. Spanish-language rights to the UFC, as well as various soccer tournaments
The service also plans to tap product from Shine Group, Elisabeth Murdoch’s U.K. production company that owns Reveille in the U.S. and which News Corp. purchased last February.

The network also plans to license and commission fare from third-party suppliers.

MundoFox will represent Fox International Channels’ fourth U.S. service, joining Fox Deportes, Utilisima and NatGeo Mundo. Globally, FIC operates 350 channels in 35 nations.

Read More: http://www.multichannel.com/article/481358-MundoFox_Lines_Up_Affiliate_Deals_Reaching_40_of_U_S_Hispanic_Households.php

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ROMNEY’S “MODEL” BEHAVIOR: YOU HAVE TO WORK HARD TO OFFEND 50 MILLION LATINOS

THE HISPANIC BLOG BY JESSICA MARIE GUTIERREZ

CONGRESSMAN LUIS GUTIERREZ makes Latinos proud!

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Watch the video! Thank you Mr. Congressman 4 being a great voice to our Latino community!

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DOES UNIVISION HAVE THE HIGHEST CONCENTRATION OF VIEWERS: CEO RANDY FALCO PUTS IN HIS TWO CENTS

THE HISPANIC BLOG BY JESSICA MARIE GUTIERREZ

Spanish-language media giant Univision Communications on Friday reported improved fourth-quarter financials and vowed that it will continue to grow despite increased competition.

The privately-held company, led by CEO Randy Falco and chairman Haim Saban, posted a loss of $355.9 million, compared with a loss of $631.9 million in the year-ago period, which had been  dragged down by $452 million in losses and charges related to a legal settlement with Mexican broadcaster, content supplier and investor Grupo Televisa. Restructuring, severance and related charges rose to $9.3 million in the latest period from $4.9 million in the year-ago period. The company also cited an impairment loss of $12.5 million, compared to $8.6 million in the year-ago period.

Adjusted operating income before depreciation and amortization, a measure of profitability that focuses more on operations, increased 6.3 percent to $275.7 million. Revenue in the latest quarter rose 6.9 percent to $616.7 million. The company recorded revenue gains in its television and radio business, but not its interactive unit.

“The release of the 2010 U.S. Census results made 2011 a landmark year for Univision and the entire Hispanic media industry,” said Falco. “The Census results showed that our core audience, which is already one in six Americans, is expected to grow to one in three Americans in 40 years.”

To take advantage of the upside opportunity, “Univision is laying the groundwork for growth, investing in new networks and expanding our digital distribution capabilities to deliver the full value of our exclusive programming partnership with Televisa,” he added. “These efforts are enhancing Univision’s audience engagement, as demonstrated by strong ratings and persistent live viewership – Univision finished the fourth quarter with the highest percentage of live viewers in primetime compared to the major broadcast networks.”

On a conference call, Univision executives explained the significance of having the highest concentration of live viewers in the key 18-49 demo in primetime. Of Univision’s audience in that demo, 94 percent watch live, compared with 79 percent at NBC, 76 percent at  ABC and 75 percent at CBS and Fox, the company said.

Spanish-language media has been in transition as the latest Census has cast a spotlight on the sector, and other media and entertainment companies are eyeing opportunities to take advantage, Falco told analysts. “Now, every media executive wakes up thinking of two great growth opportunities – Hispanic and digital media,” he said.

However, Univision has an advantage as it has focused on this space for more than half a century, “and we are far and away the best at it,” Falco said. “We have built up a rare trust and loyalty with our audience.”

But the company won’t rest on its laurels, he emphasized, saying “it pays to be ahead of the curve.” Importantly, Falco said that “we also have the relevant content U.S. Hispanics crave,”  calling Univision’s exclusive access to Televisa content “a huge competitive advantage.”

Asked about rep0rts that Univision has discussed an English-language joint venture with ABC News, executives declined to comment on Friday.

Management touted the outlook for the political advertising season though, saying Univision is spending millions to launch its political sales force.

Read More: http://www.realclearpolitics.com/news/ap/politics/2012/Feb/24/dems_drop_several_claims_in_lawsuit_over_wis__maps.html

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