August 04, 2010

  Just like the movie ‘A Day without a Mexican’ that famously presented the impact the Mexicans have on the economy of California, now imagine based on the wishes of some executives in our industry that would like to see Spanish-Language media die a miserable death.

Why such a dramatic presentation of the issue?

It seems some executives are presenting their ‘Spanish is Dying’ pitch that does not complement the current strategy Hispanic-focused agencies and media are using to grow the business and garner our well-deserved share from mainstream media entities.

Just thinking out loud here, there has to be a good number of English-dominant and bilinguals that watch, read or listen to Spanish-Language media, since it is about cultural needs not only language preferences that motivates watching, reading or listening.

Maybe the Association of Hispanic Advertising Agencies should own the guidelines for presenting a cohesive strategy for reaching all US Hispanics or maybe another organization will own this pitch that successfully presents the actual scope, options and strategies to efficiently and effectively reach all US Hispanics.

The reasons for this are $6.5 Billion in ad expenditures and growing.

So as a US Hispanic advertising, marketing and media executive can you imagine an Industry without Spanish-language TV, Radio and Newspapers?

Gene Bryan
CEO / / / /


Thanks for sharing your thoughts on this. What marketers don't seem to realize (or are in denial about) is that Hispanics have a choice when it comes to their media consumption. They are not limited by language. Hispanics CHOOSE to consume Spanish language media for many reasons of which CONTENT is at the top of their list. For example, a soap opera is far from being a novela. Also, Spanish language news coverage delivers relevant information to the Hispanic community, including news from Latin America that is typically not covered on the English language networks. As a media executive for a Hispanic advertising agency my job is not to sell the Hispanic market to my clients. My job is to help sell my client's products and services to Hispanics. Spanish language media happens to be the most effective and efficient way to do it.

What no one wants to talk about is how boring English TV and radio really is. Take sports for example; I'd rather watch any sport in Spanish because they really do their homework, know the sport and players and bring the sport to life. Just look at ESPN's coverage of the World Cup: boring, dry and inaccurate. Unlike Univision's coverage: awesome! Thanks for the post.

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