Agency

Over the last four years, the ethnic media have picked up 8 million new readers, viewers and listeners, and now regularly reach 57 million people in the U.S., according to a poll released by New America Media (NAM). The increase comes as mainstream media, especially metropolitan daily newspapers, struggle to keep their audiences.

LasikPlus, a provider of laser vision correction services with over 75 locations in the United States, has selected ViVA Partnership for a ‘360-degree’ program to reach Hispanic consumers. Included in ViVA’s extensive scope of responsibilities are TV, radio, print, and a comprehensive program for ‘operational readiness’.

Movietown meets “Mad Ave.”

Movie studio advertising spending is going up and going online.

Prognosis: pain

Tony Suarez, VP of Multicultural Marketing for the last 3 years at fast food giant McDonald’s is out.

Univision Communications Inc. and Experian Simmons unveiled the latest data revealing consumers’ reaction to today’s economic climate from a total market and Hispanic consumer perspective. With custom week-by-week data from Experian Simmons, marketers for the first time are able to take an in-depth look at real time information that allows for a better understanding of the impact on consumers.

Alex Isidoro, the Mexican-American up and coming director, recently finished filming his first TV commercial for the general market of the US, which is scheduled to launch nationally on ABC.

Over the years, a strong, stable economy has attracted a large number of Hispanics to migrate to the United States. With the economy in recession, some hypothesized that Hispanics would grow frustrated and return home. Despite the downturn, Hispanics are not leaving the U.S.; it is clear they are in the United States for more than economic reasons and have found ways to weather the storm and see the economy recover.

Leading high-technology companies need employee diversity to remain globally competitive and innovative, but new research indicates that underrepresented minorities are a very small proportion of high technology workforces, especially at the senior level. According to Obstacles and Solutions for Underrepresented Minorities in Technology, 6.1% of technical men and 8.2% of technical women in Silicon Valley high-tech companies are underrepresented minorities. Representation at the highest levels of the technical ladder is especially poor for women of color.

For an entire period within digital, there has been a serious move to organize around and get smart on multicultural marketing. On the agency side and internally within brand organizations — we organized for it, designated directors of it — and certainly started to buy and sell media with multicultural audiences in mind. New businesses emerged: media ad and publisher networks, creative production enterprises, niche agencies. Larger agencies feeling the gap acquired boutique specialists and deemed them multicultural divisions. Thought leadership and programming reflected the focus on understanding diverse markets — panels, roundtables, workshops and speakers everywhere took on the topic of “multicultural marketing.

Perhaps a bit strong to use the S word, but it seems to be in everyone’s vocabulary these days. Just ask anyone in most areas of our business. If you are on the media sales side and you work the local or network beat, business sucks. If you are on the spot side, business really sucks. If you are on the agency side of the business, you are having to do much more with less headcount; of course late hours were already part of your life, now they are the norm, and of course that sucks. If you are on the client side of the business and you work at or on an automotive acct, well, that’s almost as bad as being in spot sales, and we all know that really sucks.

By Jose Cancela / Hispanic USA. To read El Blog CLICK above.

As the economy declines and consumer spending habits undergo a vast reevaluation, there is nowhere left to hide. The media industry, in other words, must adapt or die.