Crystal balling 2009 & 2010 ……

    We have received numerous calls over the last couple of weeks asking our opinion about the Industry at large and how we see 2009 and 2010.

After 25+ years in the business, I have come to one realization.

I appreciate being consider an expert, but …….

I am still a student with more questions than answers.

One thing is for sure, it is going to be a tough year, where we are going to have to tighten our belts and do more with less.

A couple of suggestions:

• Encourage your clients to spend, Hispanic consumers are buying and you better be talking to them.
• Ad Agencies will need to better understand how to work  new compensation models and assignments.  Along with delivering more efficient and effective behavioral targeting models with distinctly different media alternatives.
• Media companies cannot rest on their mass approach.  They will be required to offer unique media opportunities that deliver more efficient and effective behavioral targeted media alternatives at a lower cost.
• Take a look at geo & behavioral targeting and local approaches.  A road map to increasing ROI and increasing your importance as an expert for clients.
• Language and culture are defining parameters for a very complex Consumer segment.  Do not over simplify and sacrifice ROI for your clients.
• Only because we understand language and culture does not ensure our survivability in a new era of technological advancements and alternative media consumption by US Hispanic Consumers.  Understand, consumer and integrate new media alternatives.
• Bringing the agencies, the media and the professionals up to speed for today’s environment and ensure we continue to lead clients through the maze we call The US Hispanic Market.  A ‘skillset’ that requires training and comes at a cost.  Don’t be cheap on training.

Back to the original question on clarity for 2009 & 2010.

I hope for a new dawn.

Your feedback is appreciated.

Gene Bryan
CEO
HispanicAd.com