Agency

Numbering 1.6 million in the Dallas/Ft. Worth market, Latinos have become hot commodities as area marketers compete aggressively for the $18 billion in buying power that this growing segment wields. Current findings from the Dallas/Ft. Worth Latino Trendline, however, challenge conventional thinking about the best media to communicate with Latinos.

Hispanic truck drivers want news they can use. And they want it in their own language, and their own lingo.

Television ratings provider erinMedia published information that exposes fundamental flaws in Nielsen Media Research’s (NMR) television program ratings, based on NMR’s June 23 press release, which measured African American viewership in Washington, D.C., and attached dual panel data, which compares Local People Meter (LPM) and set meter/diary ratings.

A unique shift is underway among Hispanic and African American consumers as a result of evolving changes in family, brand loyalty and language communications, according to the 2005 Yankelovich MONITOR Multicultural Marketing Study.

Once or twice in my publishing career, I’ve taken a moment to write from the perspective of a planner/buyer and let the sales people of our industry know what the agency folks are thinking. This topic inevitably gets the most responses on the Spin board (as well as some of the more heated ones) as some people think I can be a little tough, while others thank me for my honest approach. I’ve left the topic alone for a couple years now, but the new rush of entrepreneurial spirit is making me think it’s time to re-address the topic in the light of 2005.

Perhaps adults can learn some healthy eating tips from kids. The NPD Group finds that kids eat fresh fruit more often than any other snack-oriented food. It is the top snack food consumed by boys and girls between ages 2 and 12.

Steps on finite reinsurance and Sarbanes-Oxley-type requirements highlighted the NAIC’s Summer Meeting in Boston. Fast-track proposals on new finite reinsurance disclosures and attestations by chief executive and financial officers on reinsurance arrangements were issued for exposure with July comment deadlines. The pace of adoption of Sarbanes-Oxley-type requirements will be slowed by the decision to adopt all changes as one amendment, including the more controversial rules on reporting on internal control together with the nearly completed rules on audit committees and auditor independence.

New research from The Media Audit shows 1 p.m. to 6 p.m. to be the most popular “daypart” among online shoppers who made 12 or more purchases during the past year.