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Volume 8, Number 1 January 5, 2010

Hola!
F o r A l l Yo u r O n l i n e
& Print Hispanic As we start this New Year, one that I hope is better than 2009
was for many of us, I hope we all take a moment for two
Adver tising Needs things:
We are the Experts To develop a list of things, both personal and
professional, that we want to achieve in 2010.
To remember the many gifts we have of all types:
Material, Skills we have, and the Family and friends that
we have.

Here at Latino Print Network we wish ALL OF YOU a Wonderful


2010.

In this issue

Latino Print Network works with Latinos will continue to lead growth in the USA according
over 625 Hispanic publications in to new Census Bureau research
180 markets nationwide with a 2009 "Varela" National Journalism Awards to include
bloggers and mainstream media
combined circulation of
National Major Study on Media Trends Finds Reasons for the
19 million. Evolution of Newspapers
Click here or phone The International Latino Book Awards
760-434-7474 x171 or x177 MEXICANA BECOMES THE FIRST MEXICAN AIRLINE TO
or email Abraham FLY INTO THE DC AREA
@LatinoPrintNetwork.com More events for your consideration
with your needs.
Issue quote
The National Association "In the long run the pessimist may be proved right, but
the optimist has a better time on the trip." ~Daniel L.
of Hispanic Publications Reardon
is proud to announce
the 2010 José Martí If you find a quote you like let me know. I will be happy to send to our 8,800 plus
Hispanic advertising and media executives & give you a plug for sending it!
Publishing Awards
Our Goal
Click here or on the logo Latino Print Network's goal with each issue is for you to say at
least once "I didn't know that".
below for the
application
Podcasts
Check out HM101 Podcasts. We keep the podcasts short and
insightful on various aspects of Hispanic marketing and the
community. We've interviewed over 50 media, marketing and
community leaders to provide you with their insights.

Un abrazo,

Kirk Whisler
Executive Editor

Latinos Will Continue to Lead the USA in


Growth for the Next 40 Years!

The Census Bureau has just released landmark research that illustrates
how Latinos will generate 64% of the population growth over the next 40
years. The Hispanic population is forecast to grow to 132.7 million by
2050.

Here's some of the numerous GREAT insights from this research:


Be sure to mark your
calendar for the NAHP
2010 Convention:
Albuquerque March
10-13, 2010
Sponsorship &
Exhibitor Info

Registration & Hotel


Information

Draft Convention
Agenda Contact Latino Print Network at 760-434-1223 for more analysis of this
research as well as other research that can help your agency or
The Al Día Foundation is business grow.
sponsoring two special
awards for journalists -
and the prize is in cash.
Click here for info

2009 "Varela" National Journalism


Awards to include bloggers and
mainstream media

Two $10,000 awards will be presented by the Philadelphia


based AL DIA Foundation to recognize the best Print and
Digital Journalism in America about Latino issues.

The "Félix Varela Awards" for excellence in journalism on


Latino issues have gone mainstream. In addition to the
prestigious national prize for Spanish-language print
journalism, this year's competition includes a new category
for Spanish and English-language digital journalists writing
news stories or blogs about Latino issues for any news
website.

The award program offers two $10,000 prizes and is hosted


by the AL DIA Foundation at Temple University's Department
of Journalism in Philadelphia.

The announcement was made this week at the annual


Convention of the National Association of Hispanic Journalists,
(NAHJ), meeting this week in San Juan, Puerto Rico, by Zita
Arocha, former Executive Director of the organization and a
juror for the " Felix Varela Awards."

"These awards are the Latino equivalent of the Pulitzer Prize,"


said Zita Arocha, professor of multi-media Journalism at the
University of Texas at El Paso and director of the multimedia,
bilingual website for College journalists, borderzine.com.
"They honor and recognize the value of solid journalism about
Latino issues that are radically transforming the landscape of
our country."

Hernán Guaracao, publisher and founder of Al Dia News in


Philadelphia, and Chairman of the AL DIA Foundation, said:
"Journalism in America is not in crisis; it is in a vital transition.
The many untold stories of America's largest ethnic group
must be part of this new era of great journalism in the 21st
Century in the US."

The AL DIA Foundation Awards honors the legacy of Father


Felix Varela, a North American intellectual who published one
of the first Spanish-language newspapers in the history of the
U.S. in the City of Philadelphia.

More information on the two awards (Spanish-language Print


and Spanish and English-language Digital Journalism) go to
www.felixvarelaaward.com. Deadline for submissions is
January 31, 2010.
For you to learn more
about the values of
Hispanic Publications
Latino Print Network
has done an 80 page
study entitled The
Strengths of Hispanic If you are interested in the Entertainment Industry, consider
joining the National Association of Latino Independent
Owned Publications Producers. For 10 year NALIP has helped thousands of Latinos
The study details through
gain access and power within the Entertainment Industry. The
interviews and research the 29
organizations serves producers, directors, writers, and all other
key values Hispanic
behind the camera professions. For more information about
Publications offer to those
becoming a member click here. Regular memberships are
wanting to reach the Latino
as low as $50 and student memberships only $20.
community.
Click Here To Get The
FREE 80 Page Study
New Study Highlights Media Trends
and Their Impact on Newspapers
and Magazines

The study is Media Mix and the Impact on Print: 2003 -


2007 - 2012. In the face of booming Internet usage and the
rapid expansion of digital technologies, corporate marketing
executives, leading agency executives, and industry thought
leaders collectively anticipate a dynamic and evolving media
and marketing communications landscape. Their outlook is
reinforced by recent historical trends in advertising media and
non-media marketing communication channels, which reflect
Participate in The 2010 the impact of some key marketplace influences that will
International Latino continue to shape the direction of media and marketing
communications investments over the next five years.
Book Awards
Go to
A synthesis of these historical spending trends, marketplace
www.box.net/shared
influences, and executive opinions provided a foundation for
/tyallb8yhn for more
projecting future media and marketing communication
information spending overall, and expected directional shifts in the media
mix by the year 2012. This outlook and associated
implications for PRIMIR members can help shape future
business planning strategies and help determine business
development priorities.

If you find the information below helpful, you might want to


order the entire study at www.primir.org

Cal State San Bernardino will


For this brief article we have focused on Market Forces. We
host its first Latino Education
offer a few of the numerous insights the entire study offers.
and Advocacy Day, or LEAD,
conference for educators and
advocates on Monday, March Six notable marketplace forces were primary drivers behind
29, 2010. Speakers include these spending trends and will continue to shape the direction
Dolores Huerta, Sylvia Mendez of media and marketing communications spending through
and Juan Sepulveda. 2012:
Click here for more info.
1. Increasing diversity and growth in the 65+
population segment represent more important
influences on consumer discretionary spending and
media consumption, including rapid adoption of online
activities. As of 2007, 35% of America's population was part
of a minority, which is significantly higher than Canada's 16%,
but both countries have seen continuous increases in their
minority population proportions over the past five years.
Aging populations are also a factor, with 12% of North
The All-in-One America over 65, which will grow about one percent per year
Translation, Editing & through 2030. This older group is Internet enabled too, with
Design Service. 45% of those aged 75+ active online and growing (the
proportion doubled in three years).
Get the service you need
from an experienced
2. Economic conditions that began eroding in late 2007,
publication translation unfolded into a global recession by late 2008.
service; contact Recessionary conditions are expected to continue throughout
transedita@live.com 2009 and potentially linger into the first portion of 2010.
or go to Economic pressures on marketing executives are driving
www.transedita.com efforts to capture media and marketing communications
efficiencies in every channel, with greater analytical efforts to
determine effectiveness and return on investment.
We have the PERFECT
Vehicle for you to reach
3. Rapid and far-reaching expansion of digital
Ad Agencies, Media technologies by media and consuming audiences are
Buyers, Hispanic Media creating Internet-dependent lifestyles that are
reshaping content consumption practices and creating
& Marketing Firms
new content delivery opportunities. Examples include the
digital conversion of television broadcasts, the expanded
coverage of digital outdoor signs, increasing household
penetration of digital video recorders, steady growth in
household broadband access and online activities ranging
from viewing videos to handle personal finances. Internet-
dependency will grow as continuous expansion of Wi-Fi
connectivity makes Internet access more ubiquitous.
Concurrently, traditional media, especially printed media, are
aggressively trying to build online audiences and ad revenues
to offset continuous declines in their off-line audiences.

4. Notable within the context of digital media


expansion is the mushrooming adoption rates for
internet-enabled mobile devices in particular. This trend
is expected to gain momentum, especially as recession
The 2010 Hispanic Marketing 101
pressures ease, driving a new wave of convergence across
Yearbook is a 176 page book with
electronic devices that
over 50 articles on Hispanic generate new behaviors for overall media consumption.
media, Marketing to Latinos, the Devices in the future will likely represent a hybrid combination
Audiences that make up the of features from laptops, netbooks, mp3 players, gps
Hispanic market, current trends navigators, video recorders, and "smart phones".
in media.
40 advertisers are 5. A critical shift toward consumer control over media
consumption and message delivery accompanies these
already in - you digital innovations. As Internet enabled devices converge in

should consider the coming years, a sizable and everincreasing proportion of


consumers will exert much greater control over when, where,
joining them what, and how media is consumed. Their behavior will shape
Call Abraham at the future pricing and benefit offers from wireless and internet
760-434-7474 x171 or email service providers. Consumer control will exert pressure on
Abraham with your needs. media companies too. Traditional media's advertising-
supported content delivery business models must be
re-evaluated in the face of potentially new consumer attitudes
NEED PRINTING? that favor advertising-free, pay-as-you-consume media
Wholesale printing and choices. Consumers will also drive content consumption by
mailing services. others through file sharing, word-of-mouth, social networking
tools, and their own personal content creations.
Great prices!
Great Quality! 6. The ultimate by-product of all these market forces is
Fast Turn-a-round! the continual fragmentation of audiences. It will become
increasingly difficult to cost effectively transmit marketing
Give us a call:
communications that reach a critical mass of target
951-677-0017 or email:
consumers. Not only will marketers and media outlets refine
pleasequote@yahoo.com their thinking about integrated communications programs, but
they will also evaluate the individual components of
360-degree communications plans (the practice of using
multiple media channels to surround target) audiences with
advertising message exposure opportunities) to ensure
effectiveness and the accountable contribution of each.
Hispanic Zip Profile USA
offers you a totally different
way to market to Latinos.
International Latino Book
Not merely the number of Awards
Latinos in a zip code and a
few basic characteristics,
but over a thousand pieces Nominations are now being accepted for the 2010
of GREAT data. For example International Latino Book Awards to be held at the Javits
target Hispanics by five Center in New York City on May 25. Books must carry a 2009
comprehensive levels of publishing date to be eligible.
language skills with the
detailed LPN Spanish Index.
New categories this year are:
Call Kirk at 760-434-1223
for more information. Best Parenting/Family Book English (B-29)
Best Parenting/Family Book Spanish or Bilingual (B-30)
Best Women's Issues Book English (B-39)
Best Women's Issues Book Spanish or Bilingual (B-40)

Entry fees are discounted for early entry. To qualify for our
Early Bird pricing of $50 per entry, your nominating forms
must be in our office by January 29. After January 29th, all
entries must be accompanied by the regular nominating fee of
$65. The final deadline for nominations is March 12, 2010.

The nominating forms, with complete instructions on how to


apply, are available here

MEXICANA BECOMES THE


FIRST MEXICAN AIRLINE TO
Need Great Artwork
FLY INTO THE DC AREA
For Your Marketing
Efforts? Mexican Airlines is now the only Mexican airline
flying into the Dulles airport, launching direct flights
Ignacio Gomez has
between Washington, D.C. and Cancun
created 150+ magazine
covers; 625+ Mexico's Ambassador in the U.S. Arturo Sarukhan,
illustrations for along with officials from the Mexico Tourism Board,
Mexicana Airlines and other travel industry leaders
marketing campaigns; joined together today to celebrate the airline's
40+ movie and theater launch of seven new weekly, non-stop flights
between Washington, D.C. and Cancun and
posters; and hundreds continuing to Mexico City.
of other images.
During a special event held at the Mexican Cultural
Institute in D.C., Ambassador Sarukhan joined
Mexicana Airlines Senior Vice President Customer
Service and Corporate Communications, Adolfo
Crespo, for the official announcement of this new
route. The first flight departed yesterday from
Cancun at 6:20 pm and will be returning today from
Dulles International Airport (IAD) at 9:35 am.
Call Ignacio Gomez at
818-243-2838 "This new non-stop route is a culmination of
successful efforts joined together by all parties to
increase business relationships among Mexico and
the U.S. Cancun is among the most favored
destinations for Americans and this new route adds
ease and convenience to one of Mexico's most
beautiful places to visit" said Ambassador
Sarukhan.

The launch of this new flight in Washington, D.C., is


part of Grupo Mexicana's strategic expansion which
last November, joined oneworld Alliance, the world's
leading quality airline alliances. The inauguration of
this new service will bring the number of domestic
and international routes operated out of Cancun up
to a total of 15, elevating this terminal to the
category of hub. "This is the result of yet another
Need A initiative by Mexicana to offer our customers the
Quality Portrait? best travel options and will enable us to post
substantial growth in the number of passengers we
Ignacio Gomez has over fly in and out of the Cancun airport. This route is
250 satisfied clients. designed to offer users important benefits, while
Call Ignacio Gomez at furthering our internationalization strategy" said
818-243-2838 Adolfo Crespo Mexicana Airlines Senior Vice
President Customer Service and Corporate
Sign up for Hispanic Marketing Communications.
101 podcasts
As the first Mexican airline to operate out of the
Dulles airport, Mexicana has solid reasons for
choosing this terminal, namely industry data that
points to a 12%-plus increase in passenger
volumes between Washington, D. C. and Cancun
since 2005, with at least 60% of passengers flying
from Washington D.C. to destinations in Mexico
preferring Dulles. Business passengers flying in
from Washington will also find that these new flights
are conveniently scheduled to coincide with
connections to Mexico City, allowing them to make
the most of their time in Mexico.
The Big Winner
at the 2008 Tony's is In 2008, Cancun's International Airport received
now slated to be a 41% of the Americans that traveled to Mexico by
plane. Because of its strength in numbers, a total
movie amount of $67 million dollars has been invested this
year to add an additional runway, an entirely new
control tower and taxiway bridge. The airport's
capacity will increase to such an extent that it will
eventually be fit to welcome about 28 million
passengers per year.

During 2010, Mexicana Airlines together with the


Mexico Tourism Board and the State of Quintana
Join Our List
Roo will carry out varied promotional programs to
help kick start travel to Mexico from Washington,
D.C. targeting industry partners within the leisure
and meetings segment.

More Events For Your Consideration


Important Events
To Plan For?
e-mail info about your Media, Marketing or Latino event to
kirk@whisler.com

Please feel free to forward this newsletter on to others who


may find it useful. Please unsubscribe if you no longer wish to
receive it. Trouble vewing this e-mail? Read it on the web.
HM101 Thank you.

Sinceramente,

Kirk Whisler
Hispanic Marketing 101

email: kirk@whisler.com
voice: (760) 434-1223
Latino Print Network overall: 760-434-7474
web: www.hm101.com
Podcast: www.mylatinonetwork.com

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