¡Basta Ya! Leave this highly visible, growing & economical rewarding Industry if you do not like it!

I recently read ‘Why Can’t Hispanic TV Be as Good as Hispanic Advertising?’ a post on AdAge.com’s ‘The Big Tent’ blog by Laura Martinez on October 10, 2007.

Ms. Martinez states the following regarding Spanish-Language television, “We now have more of nothing to watch. Or rather, there are now more Spanish-language “choices” serving me — and my people — with the same crap we are used to: dating contests, gossip and paparazzi shows, court fights, reality TV, wrestling and, of course, lots and lots of T&A. In a nutshell: the exact same things I grew up watching on Mexican TV, now expanded and proudly ‘Made in the USA’.”

As I read whole this piece, certain thoughts came to me regarding the blog piece and the blogger.

First, Laura Martinez is one of many writers that Advertising Age uses to cover stories for the magazine and recently is one of their bloggers.

Second, she was the editor-in-chief of Adweek’s Marketing y Medios magazine, up till it was downsized to an insert within their other mainstream trade journals.

Third, her previously editorial control and slant in Marketing y Medios favored English-language media to reach Hispanics, especially the usage of TV.

Fourth, she feels she is not the target of the Spanish-language TV networks.

Fifth, she states in the blog, “None of this actually matters, since I don’t care too much for TV anyway”.

Can you picture what I am envisioning?

I agree with one of the blog commentators, Tony Ruiz – Partner of the Vidal Partnership, that there is always room for improvement in all aspects of our industry.

That is a fact!

With over 24 years experience in this very enriching, enjoyable and fulfilling industry, I have seen improvement. Some of the commentators in the blog did not have the chance or opportunity to experience first hand what I have in my professional career and been able to interact with many of the pioneers that helped forge the foundation of US Hispanic Advertising, Marketing & Media in this country.

That is another fact!

From where we were in the late 70’s to today, there has been remarkable improvement in programming, distribution, marketing & sales strategy / initiatives and the opportunities of working in a growth Industry.

A growth factor of plus 1500% from $200 million in ad expenditures in the late 70’s to over $5B 30 years later.

Impressive!

I could feel, smell and see the distaste for Univision or Telemundo arising from the words of some of the blog commentators and Ms. Martinez’ position.

I am glad she stopped were she did on her ranting about the programming. I almost felt she was ready to hold hands with George Lopez (the comedian, now marketing expert) and start shouting that the entire $5 Billion advertising and marketing business targeting US Hispanics is WRONG, misdirected, not the way to target Hispanics and that we are spiraling down a dark shallow hallway were pimps and thieves run free and were weak men and women die like dogs.

Based on her last comment we highlighted above, she indicates that she does not care much for TV.

Do you think Univision, Telemundo, Azteca America, ESPN Deportes, Fox Sports en Español, MTV3trs or any other TV entities (Hispanic targeted or not) will consider that they will get a fair shake in an interview based on her personal media preferences?

Laura, you insights are right. You are not the intended target.

Maybe if you were the target, the above mentioned companies might not enjoy the viewership levels they have earned.

¡Punto!

We need to stop the bashing our own media, the agencies and the Industry!

Walk in the shoes of the Pioneros of this industry and some of the great executives in all aspects of our Industry that have create a economically viable platform for many of us to call a career.

You need to research, learn, understand and experience this before you have earned the right to criticize any aspect of our Industry in such a irresponsible way. Many of the core advertisers that many of the companies and professionals in this Industry are trying to persuade about the complexity and viability of the US Hispanic consumer, the media that serves this consumer and that the concept of Hispanic Marketing is established, might get the WRONG idea about it impact, success and ROI.

If you cannot help create solutions, then you are part of the problem.

Leave this highly visible, growing and economical rewarding Industry if you do not like it!

¡Basta Ya!

There is room for all ideas, thoughts and strategies. But with RESPETO.

The Industry has earned it.

Gene Bryan
CEO
HispanicAd.com