“I often say it's not that Latinos don't read; it's that they don't read junk.” Lopez Negrete acknowledged that the majority of the media representatives at the AHAA Annual Conference, which took place last Thursday and Friday in San Antonio, were from newspapers and magazines. When asked by Portada® whether Hispanic advertising agencies disregard print in favor of television and radio, Lopez Negrete said that “AHAA agencies consider all their options, including print, to make sure that they are doing what's right for their clients. Hispanic agencies know the market well. They are the perfect way for corporate America to connect with Hispanics.”
Lopez Negrete's main tasks will be to connect with the boardrooms of Corporate America and invest in research. AHAA announced the creation of the Hispanic Advertising Agencies Foundation (HAAF). It will oversee research projects and offer educational materials and scholarships. According to Lopez Negrete, Comprende!, the research arm of HAAF will conduct research on issues such as acculturation, media behavior, and language usage at work and at home. The foundation will begin accepting proposals within the next two weeks. Submission forms will be available online at ahaa.org and grants will be given to three or four research projects each year.
“Hispanic print media is undergoing major changes,” says Alex Lopez Negrete, the new president of the Association of Hispanic Advertising Agencies (AHAA). “Lots of good journalists are coming into the market.”