Some stories the Hispanic Advertising and Media World is talking about this week.

» Carlos Santiago responds

In a recent Research feature, Portada’s editorial staff questioned some of the findings of the The  2010 Report on Hispanic Advertising Spending, recently published by AHAA (Association of Hispanic Advertising Agencies).  

Specifically the article asks "Isn´t it rather the case that companies whose revenues grew substantially were able to increase their (Hispanic) marketing budgets as a result and not the other way around?"  

Carlos Santiago, who authored the AHAA, provides a clear answer in a recent comment on “To answer your question, no. Best-in-class companies who invest consistently high allocations of their marketing budgets in Hispanic media have the tendency to have higher growth rates as allocation increases. The 14 companies that were selected for the study were already allocating at relatively high levels to the Hispanic market in 2006 and maintained that level throughout 2010. In fact, 11 out of the 14 companies selected were already allocating at high levels (greater 12%) in 2006. Our regression analysis took into account this fact when we started looking for a relationship between allocation and topline revenue growth. While it might seem as the classic chicken or the egg question, our methodology, was designed to resolve the conundrum. We did not just run a correlation, which is when you test two factors (variables) to see if they affect each other -we ran a regression, which is when you test a specific hypothesis. While we didn’t discount the other possibility, our study proved that Hispanic allocation is not just correlated with revenue growth, it also proved the direction of the relationship: allocation impacts topline revenue growth.”

» El Universal Online in San Antonio/McAllen

Last week we broke the news that Mexican newspaper El Universal launched a site targeting Hispanics in San Antonio, TX, and Mc Allen, TX. We did some additional research and found out that Lolita Ealy is the president of El Universal in San Antonio. Editorial is lead by Luis Miguel Macias who supervises two other reporters in San Antonio. Macias tells Portada that site is also supported by El Universal’s large Mexico City newsroom. He also notes that they El Universal is currently not planning a print edition in San Antonio.

»El Ojo Iberoamérica started yesterday in Buenos Aires

El Ojo de Iberoamérica 2011, the most significant non English speaking international advertising festival, started yesterday in Buenos Aires. Every year, this event brings together the most important people in advertising and marketing for the Spanish and Portuguese-speaking market and gives awards for the best campaigns and pieces. PR Marketing gives us the detailed info about the event and LatinSpots lists yesterday´s winners from El Ojo Local.

» And television resists and insists…

Will online video kill television   asks one of the main articles of our current print issue. Well, certainly not in Latin America. In spite of growing internet access, broadband is still not a popular service among Latin Americans. An article in Mercado analyzes this key question and concludes online video is rather a complement and not a competitor to TV.

» Coca Cola: “We are doing well, thank you!”…

Terra interviewed Javier Sánchez Lamelas, Marketing VP of Coca Cola for Latin America and he denied that Coca Cola is losing customers to other small beverage companies in the region. Lamelas highlighted the marketing strategy in Chile and also provided advice on how to face the global economic crisis.

»Mexican Twitters: For export

Bibiana Faulkner and José Jardinero are two of the most popular Twitter voices  among Spanish speakers, according to Vanguardia. Both are fictional characters and their tweets are mostly about daily life with a huge sense of humor.


Write A Comment

Get our e-letters packed with news and intelligence!