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Alejandro Sanchez was appointed GM & Publisher of The Houston Chronicle’sSpanish-language newspaper La Voz. Starting on June 4.  Sanchez will also will work as vice president of marketing and advertising for the Chronicle. Sanchez will relocate to Houston from Dallas where he has worked as general manager of communications and automotive and publisher of Al Dia. At At Al Dia, Richard Alfano will be the interim publisher until a new publisher is hired. In another move to strengthen marketing and public relations efforts, the Houston Chroniclenamed Nicki Britton director of communications and public relations. Britton moves to this newly created role from the Chronicle newsroom, where she served as a digital features manager at chron.com.

Juan Chouza is the new National Account Executive (Digital and Print Sales) for Technology, Telecom and New Business at ImpreMedia. Chouza is based out of ImpreMedia’s New York office and reports to Tiffany O’Hare VP Sales & Development at ImpreMedia. Previously Chouza worked as Associate Media Planning Director at GMG, a company set up by Global Hue to buy and plan media for clients including Verizon Wireless.

National Advertising, the national sales representation firm led by Kathia Camargo, recently added La Prensa de Houston, Latinosol.com (an online magazine for Houston – Texas) and El Mundo Newspaper (Austin-San Antonio, TX) to the roster of publications it represents.

 Rolando Nichols was appointed news anchor for KWHY CH 22.

Cesar Canales was named Vice President and General manager of the Univision Radio stations in Dallas. Previously, he was Operations Director for Univision Radio.

Marcela Salazar was appointed Bureau Manager and Senior Producer for CNN en Espanol. Before that, she was Senior Editorial Producer for CNN.

Spanish Broadcasting System Inc. (SBS) Entertainment has promoted Richard Lom to Vice-President. Most recently, he was Director of SBS Entertainment.

Impremedia announced the appointment of Tiffany O’Hare to VP of Sales & Development, Bill Elliott to VP of Direct Marketing and Hugo Hernandez to Director of Sports Initiatives.

As VP of Sales & Development, Tiffany O’Hare will be responsible for identifying and strengthening national advertising opportunities for impreMedia. As VP of Direct Marketing, Bill Elliott will be tasked with building a direct response platform for impreMedia, increasing pre-print revenue and sales, and the build-up of database marketing capabilities for impreMedia. Hugo Hernandez, as Director of Sports Initiatives, will be responsible for all aspects of impreMedia’s sports partnerships, sales and marketing.

More on Impremedia’s new hires: Analysis: Where is Impremedia Going?

 

Vme announced the promotion of Richard Taub to Senior Vice President and CFO. He participated in our Fourth Annual Hispanic Digital and Print Media Conference moderating: "PANEL CLIENTS– WIRELESS: Both a large ad – category and the hottest medium" last September. Taub has been with the Spanish TV network since its inception in 2007 serving first as a consultant for network distribution and then as Vice President, Business Development.

Journal Register Company, a multi media company in local news and information, announced the appointment of Erich Linker as its Vice President of National Sales. Mr. Linker, who has more than 30 years experience in media sales, will lead Journal Register's national sales organization and will oversee national advertising sales for all platforms.

Jürgen Mainka joined the Red Bulls as the team's vice president of communications and community relations. Mainka, who will begin his new role in the end of February, will oversee the club’s communications department, working with several departments to develop team-wide, long-term public relations goals and strategy.

Univision Communications hired Randy Falco, a longtime television executive. Falco -former chief executive of AOL and former president of the NBC Universal television group- becomes executive vice president and chief operating officer of Univision. He will oversee all business functions — advertising sales, marketing, research and corporate development — and report to Joe Uva, Univision's chief executive.

GfK Custom Research North America announced the appointment of Angelina Villarreal, Ph.D., as Vice President, Multicultural Research. In this new role, she will partner with other multicultural experts from each of the company's business units to develop, implement, and measure forward-thinking marketing research strategies for the fast-growing Hispanic, Asian-American and African-American consumer segments.

Acento, a full service Hispanic advertising, promotions and PR agency headquartered in Los Angeles with offices in Chicago and New York, announced the appointment of Joe Kutchera, a frequent editorial contributor to Portada, as its new Director of Digital Services.

General Motors Corp. appointed Chris Perry as the vice president, US marketing replacing Joel Ewanick, effective February 1. Perry will be responsible for improving the position of the Chevrolet, Buick, GMC and Cadillac brands and consumer consideration of GM vehicles in the US, the company noted.

Verena Sisa has been named the new VP, Chief Strategy Officer at Conill/Saatchi & Saatchi. Ms. Sisa previously was the Director of Planning & Research at Grupo Gallegos.

Stephen Dove, previously of Google Inc., has joined PRISA TV to lead the project of digital transformation embarked on by Grupo PRISA in its audiovisual operations, both in Spain as well as in Latin America and the US. He will be working closely with the PRISA Digital team, led by Kamal Berwhani, overall Chief Digital Officer of PRISA

Impremedia announced the appointment of Tiffany O’Hare to VP of Sales & Development, Bill Elliott to VP of Direct Marketing and Hugo Hernandez to Director of Sports Initiatives.

As VP of Sales & Development, Tiffany O’Hare will be responsible for identifying and strengthening national advertising opportunities for impreMedia. As VP of Direct Marketing, Bill Elliott will be tasked with building a direct response platform for impreMedia, increasing pre-print revenue and sales, and the build-up of database marketing capabilities for impreMedia. Hugo Hernandez, as Director of Sports Initiatives, will be responsible for all aspects of impreMedia’s sports partnerships, sales and marketing.

More on Impremedia’s new hires: Analysis: Where is Impremedia Going?

 

Vme announced the promotion of Richard Taub to Senior Vice President and CFO. He participated in our Fourth Annual Hispanic Digital and Print Media Conference moderating: "PANEL CLIENTS– WIRELESS: Both a large ad – category and the hottest medium" last September. Taub has been with the Spanish TV network since its inception in 2007 serving first as a consultant for network distribution and then as Vice President, Business Development.

Journal Register Company, a multi media company in local news and information, announced the appointment of Erich Linker as its Vice President of National Sales. Mr. Linker, who has more than 30 years experience in media sales, will lead Journal Register's national sales organization and will oversee national advertising sales for all platforms.

Jürgen Mainka joined the Red Bulls as the team's vice president of communications and community relations. Mainka, who will begin his new role in the end of February, will oversee the club’s communications department, working with several departments to develop team-wide, long-term public relations goals and strategy.

Univision Communications hired Randy Falco, a longtime television executive. Falco -former chief executive of AOL and former president of the NBC Universal television group- becomes executive vice president and chief operating officer of Univision. He will oversee all business functions — advertising sales, marketing, research and corporate development — and report to Joe Uva, Univision's chief executive.

GfK Custom Research North America announced the appointment of Angelina Villarreal, Ph.D., as Vice President, Multicultural Research. In this new role, she will partner with other multicultural experts from each of the company's business units to develop, implement, and measure forward-thinking marketing research strategies for the fast-growing Hispanic, Asian-American and African-American consumer segments.

Acento, a full service Hispanic advertising, promotions and PR agency headquartered in Los Angeles with offices in Chicago and New York, announced the appointment of Joe Kutchera, a frequent editorial contributor to Portada, as its new Director of Digital Services.

General Motors Corp. appointed Chris Perry as the vice president, US marketing replacing Joel Ewanick, effective February 1. Perry will be responsible for improving the position of the Chevrolet, Buick, GMC and Cadillac brands and consumer consideration of GM vehicles in the US, the company noted.

Verena Sisa has been named the new VP, Chief Strategy Officer at Conill/Saatchi & Saatchi. Ms. Sisa previously was the Director of Planning & Research at Grupo Gallegos.

Stephen Dove, previously of Google Inc., has joined PRISA TV to lead the project of digital transformation embarked on by Grupo PRISA in its audiovisual operations, both in Spain as well as in Latin America and the US. He will be working closely with the PRISA Digital team, led by Kamal Berwhani, overall Chief Digital Officer of PRISA

Impremedia announced the appointment of Tiffany O’Hare to VP of Sales & Development, Bill Elliott to VP of Direct Marketing and Hugo Hernandez to Director of Sports Initiatives.

As VP of Sales & Development, Tiffany O’Hare will be responsible for identifying and strengthening national advertising opportunities for impreMedia. As VP of Direct Marketing, Bill Elliott will be tasked with building a direct response platform for impreMedia, increasing pre-print revenue and sales, and the build-up of database marketing capabilities for impreMedia. Hugo Hernandez, as Director of Sports Initiatives, will be responsible for all aspects of impreMedia’s sports partnerships, sales and marketing.

More on Impremedia’s new hires: Analysis: Where is Impremedia Going?

 

Vme announced the promotion of Richard Taub to Senior Vice President and CFO. He participated in our Fourth Annual Hispanic Digital and Print Media Conference moderating: "PANEL CLIENTS– WIRELESS: Both a large ad – category and the hottest medium" last September. Taub has been with the Spanish TV network since its inception in 2007 serving first as a consultant for network distribution and then as Vice President, Business Development.

Journal Register Company, a multi media company in local news and information, announced the appointment of Erich Linker as its Vice President of National Sales. Mr. Linker, who has more than 30 years experience in media sales, will lead Journal Register's national sales organization and will oversee national advertising sales for all platforms.

Jürgen Mainka joined the Red Bulls as the team's vice president of communications and community relations. Mainka, who will begin his new role in the end of February, will oversee the club’s communications department, working with several departments to develop team-wide, long-term public relations goals and strategy.

Univision Communications hired Randy Falco, a longtime television executive. Falco -former chief executive of AOL and former president of the NBC Universal television group- becomes executive vice president and chief operating officer of Univision. He will oversee all business functions — advertising sales, marketing, research and corporate development — and report to Joe Uva, Univision's chief executive.

GfK Custom Research North America announced the appointment of Angelina Villarreal, Ph.D., as Vice President, Multicultural Research. In this new role, she will partner with other multicultural experts from each of the company's business units to develop, implement, and measure forward-thinking marketing research strategies for the fast-growing Hispanic, Asian-American and African-American consumer segments.

Acento, a full service Hispanic advertising, promotions and PR agency headquartered in Los Angeles with offices in Chicago and New York, announced the appointment of Joe Kutchera, a frequent editorial contributor to Portada, as its new Director of Digital Services.

General Motors Corp. appointed Chris Perry as the vice president, US marketing replacing Joel Ewanick, effective February 1. Perry will be responsible for improving the position of the Chevrolet, Buick, GMC and Cadillac brands and consumer consideration of GM vehicles in the US, the company noted.

Verena Sisa has been named the new VP, Chief Strategy Officer at Conill/Saatchi & Saatchi. Ms. Sisa previously was the Director of Planning & Research at Grupo Gallegos.

Stephen Dove, previously of Google Inc., has joined PRISA TV to lead the project of digital transformation embarked on by Grupo PRISA in its audiovisual operations, both in Spain as well as in Latin America and the US. He will be working closely with the PRISA Digital team, led by Kamal Berwhani, overall Chief Digital Officer of PRISA

impreMedia announced today the appointment of Tiffany O’Hare to VP of Sales & Development, Bill Elliott to VP of Direct Marketing and Hugo Hernandez to Director of Sports Initiatives.

As VP of Sales & Development, Tiffany O’Hare will be responsible for identifying and strengthening national advertising opportunities for impreMedia. She will develop and manage new go-to-market sales strategies including multi-media sales solutions, new client activation programs, and streamlined sales execution processes to support impreMedia’s key business initiatives.

Most recently O’Hare served as National Sales Manager of Entertainment for La Opinión, joining the impreMedia family of companies in early 2010. Before impreMedia, O’Hare began at the Los Angeles Times as an account executive in 2006. She quickly ascended to the role of Multi-Platform National Sales Manager in 2007, and coordinated sales and marketing strategies across the company while developing multimedia packages in print, magazine, digital, and broadcast to target a variety of demographics.

As VP of Direct Marketing, Bill Elliott will be tasked with building a direct response platform for impreMedia, increasing pre-print revenue and sales, and the build-up of database marketing capabilities for impreMedia.

Before joining impreMedia, Elliott was the National Advertising Director at both the Los Angeles Daily News and the Los Angeles Newspaper Group, where he successfully drove advertising revenue and launched several new products. In 2007 he left the Los Angeles Newspaper Group as VP of National Sales and quickly moved into a leadership role as VP of National Advertising for La Opinión and then later as VP of National for impreMedia.

As Director of Sports Initiatives, Hugo Hernandez will be responsible for all aspects of impreMedia’s sports partnerships, sales and marketing. Mr. Hernandez has a proven track record for implementing innovative multimedia solutions and most recently led the highly successful 2010 World Cup campaign for impremedia. Hernandez will lead all high level sports initiatives including international soccer tournaments like Copa de Oro and Copa America, as well baseball, basketball, and boxing opportunities ensuring that impreMedia is positioned appropriately to capitalize on it’s important sports franchise.

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Analysis: Where is Impremedia Going?

Journal Register Company Named Erich Linker as VP of National Sales

News Analysis: Impremedia acquires Rumbo

MGSCOMM, the Miami-based independent, full-service, integrated marketing communications company is merging with New York-based Reynardus & Moya, as it was announced today. Estimated combined billings for MGS Advertising, a member of MGSCOMM Group of Companies, will now exceed $100 million, creating one of the largest, independent, minority-owned communications firms in the U.S. The new entity grows from 65 to 90 employees with a larger operation in New York. Based on 2008 revenue, the combined agency would be the 10th largest U.S. Hispanic ad agency, and one of five independent shops in the Hispanic top 10.

The expanded MGSCOMM executive management team, led by co-founders Manuel E. Machado, CEO/co-chairman, and Al Garcia-Serra, COO/co-chairman, now includes Jorge Reynardus as chief revenue officer and Jorge Moya as chief creative officer. Gabriela Alcantara-Diaz continues as MGSCOMM’s partner and chief strategic officer. Together, the MGSCOMM executive management team boasts decades of experience in several industries and offers to their clients: multicultural and general market integrated marketing expertise.


Clients

Joining the MGSCOMM client roster are ITT Technical Institute with agency assignment including Hispanic and general market advertising, Wyeth, Pfizer, Schering-Plough. Existing MGSCOMM clients include: Southeast Toyota Distributors, Scion, Publix Super Markets, BB&T financial centers, Tiffany & Co., EXTENDA (Trade Agency of Andalusia, Spain). MGSCOMM also handles both general market and Hispanic duties for Florida Lottery, Florida Power & Light Company and Mexico Tourism Board.

“Reynardus & Moya has been a highly valued resource in support of our branding efforts, related creative strategy and execution for more than a decade. I am confident that their joining forces with MGS will allow them to further leverage those qualities of strategic thinking and skillful execution that we have come to value and upon which we rely,” said Glenn E. Tanner, executive vice president, CMO, ITT Educational Services, Inc.

The merger announcement follows MGSCOMM’s internal re-branding initiative with name change (from Machado/Garcia-Serra Communications) and fresh corporate look. Inspired by the agency’s core value of delivering insightful ingenuity, MGSCOMM’s new brand image captures the company’s process to captivate the markets through its unique mix of in-house communications service companies. Notes Machado, “Our new brand reflects our broader skill set which ultimately delivers on our client partners’ bottom line through innovative, results-driven and meaningful communications.”

MGSCOMM, with offices in Mexico City and now expanded offices in New York, will soon move to new headquarters in Miami located in the heart of Miami’s ad district on East Coral Way, and launch a new website.

Tiffany Terrazzano and Carlos Restrepo have been brought on-board by Consorte Media as vice presidents of advertising sales, regional.

Axel Escudero has been named to the newly-created position of corporate communications director for MTV Networks Latin America.

Creative Civilization has announced that Jennifer Gallegos and Kim Lovvorn have been promoted to account executives in the Account Service Department, and Rachel Ferry and Lisa Martin have been promoted to account executives in the PR Department.

Rose-Anne Tifre has been named associate publisher of People en Español

Executive Editor Armando Correa has been named managing editor of People en Español.

Tiffany Terrazzano and Carlos Restrepo have been brought on-board by Consorte Media as vice presidents of advertising sales, regional.

Axel Escudero has been named to the newly-created position of corporate communications director for MTV Networks Latin America.

Creative Civilization has announced that Jennifer Gallegos and Kim Lovvorn have been promoted to account executives in the Account Service Department, and Rachel Ferry and Lisa Martin have been promoted to account executives in the PR Department.

Rose-Anne Tifre has been named associate publisher of People en Español

Executive Editor Armando Correa has been named managing editor of People en Español.

Tiffany Terrazzano and Carlos Restrepo have been brought on-board by Consorte Media as vice presidents of advertising sales, regional.

Axel Escudero has been named to the newly-created position of corporate communications director for MTV Networks Latin America.

Creative Civilization has announced that Jennifer Gallegos and Kim Lovvorn have been promoted to account executives in the Account Service Department, and Rachel Ferry and Lisa Martin have been promoted to account executives in the PR Department.

Rose-Anne Tifre has been named associate publisher of People en Español

Executive Editor Armando Correa has been named managing editor of People en Español.

TODO Texas, a Spanish-language lifestyle and destination magazine for Mexican nationals, announced that it has a new distribution and promotional partnership with Banamex, a major Mexican financial institution. Through this partnership, TODO Texas is now distributed to 56,000 Banamex credit cardholders who travel and spend frequently in Texas.

With this move, TODO Texas also increases its circulation by 1,000 copies, from 55,000 to 56,000.  Upscale households in Mexico City and Monterrey still account for the majority of TODO's distribution, with the publication adding selected households in Guadalajara, Chihuahua and Merida. “Banamex is our primary distribution channel and we also offer and service individual subscriptions. The advantage of the Banamex distribution is our ability to target those affluent frequent Texas travelers which is the audience our advertisers want most.”

The change takes affect with the magazine's September issue.  Formerly distributed by targeted newspaper insertion, TODO Texas is now being distributed by the same delivery service that Banamex uses to send its cardholders monthly statements and other information.  As part of the agreement, Banamex will have a monthly advertising presence in TODO Texas. The partners plan to implement cardholder promotions that provide TODO readers with special incentives when they make purchases using their Banamex card.

Launched last October, TODO Texas was created to deliver the news, information and advertising that upscale Mexican consumers want, directly to their residences. Each month, the 76-page glossy publication covers the Houston, San Antonio, Austin and Dallas markets, as well as points of interest around the state. Its advertisers have included Louis Vuitton, Cartier, Tiffany & Co., Saks Fifth Avenue, Bailey Banks & Biddle, and M.D. Anderson Cancer.

TODO Texas, a Spanish-language lifestyle and destination magazine for Mexican nationals, announced that it has a new distribution and promotional partnership with Banamex, a major Mexican financial institution. Through this partnership, TODO Texas is now distributed to 56,000 Banamex credit cardholders who travel and spend frequently in Texas.

With this move, TODO Texas also increases its circulation by 1,000 copies, from 55,000 to 56,000.  Upscale households in Mexico City and Monterrey still account for the majority of TODO's distribution, with the publication adding selected households in Guadalajara, Chihuahua and Merida. “Banamex is our primary distribution channel and we also offer and service individual subscriptions. The advantage of the Banamex distribution is our ability to target those affluent frequent Texas travelers which is the audience our advertisers want most.”

The change takes affect with the magazine's September issue.  Formerly distributed by targeted newspaper insertion, TODO Texas is now being distributed by the same delivery service that Banamex uses to send its cardholders monthly statements and other information.  As part of the agreement, Banamex will have a monthly advertising presence in TODO Texas. The partners plan to implement cardholder promotions that provide TODO readers with special incentives when they make purchases using
their Banamex card.

Launched last October, TODO Texas was created to deliver the news, information and advertising that upscale Mexican consumers want, directly to their residences. Each month, the 76-page glossy publication covers the Houston, San Antonio, Austin and Dallas markets, as well as points of interest around the state. Its advertisers have included Louis Vuitton, Cartier, Tiffany & Co., Saks Fifth Avenue, Bailey Banks & Biddle, and M.D. Anderson Cancer.

According to research by MRI, only 30.2% of Hispanic Business readers read The Wall Street Journal, only 28.4% of these readers read Business Week and just 13.2% read Fortune. With the number of Hispanic professionals growing ever larger in the U.S., the demand for quality business publications serving their interests is also growing. The above numbers demonstrate that general market business publications are not adequately meeting the needs of this demographic.


Major online component

Finance content is an important component of some major online Hispanic destinations, like Terra. Terra’s “Mi Dinero” channel has information on everything from mortgages to market trends. It also has a feature under its “Servicios” section called “Envios de Dinero,” which is essentially a remittance processing center. Terra’s tariffs on these remittances is roughly half those imposed by Western Union, the foremost third-party money sending outfit in existence. Thus, the service is not only a revenue-generating mechanism but also serves to instill a sense of brand loyalty in the user.

Terra’s market information is generated by its wholly-owned company Invertia, which it bought five years ago to augment its finance content. According to Michele Azan, Director of sales of Terra Networks,  “some of the general news and information content in Invertia, which 5 years ago, used to be the entire content for our finance channel, was not as popular with our US audience as the current Mi Dinero content that we now develop, [which includes] calculators, currency exchange tables, etc. [that] are great tools for our users.” Azan says that the most popular areas of Terra’s finance channel are Insurance (Seguros) and Debt/Credit (Deudas y Credito).

With regard to advertiser programs, Azan says that geotargeting to various cities and DMAs has been quite popular over the years. Citibank, M&T Mortgage, NY Life Insurance, Fleet Bank, and others have all used Terra’s site to target specific U.S. markets.

Yahoo! Telemundo has its “Finanzas” channel, which, like Terra, offers a host of financial tools including current stock indices, financial news, and advice on everything from securing a mortgage to retirement planning.

While Hispanic portal Starmedia does not yet have any finance content, the company does have some plans in the works: “We are working to create "Starmedia Finanzas" in the coming months because this kind of content is very useful for our users and this audience very important for advertisers,” said Juan Jose Nunez, vice president of Starmedia.

According to Nunez, the new channel will include coverage of all the main countries in Latin America, news per country, recommendations and articles written by experts, stocks, index, currency, and video content. As planning is still underway, however, decisions regarding what sort of content will be included have not been finalized. Starmedia expects the new channel to be live before the end of the year.


Newspapers, Daily Business News

In Latin America, the WSJ’s Spanish-language edition is distributed through 18 newspapers across 16 countries. Electronically, WSJ currently distributes in Argentina on La Nacion’s electronic edition, as well as on Portafolio.com in Colombia. Here in the US, the paper is distributed in four newspapers: Washington Hispanic (35,000, weekly, bilingual), Su Guia, Reflejos (100,000, weekly, Spanish) and El Sentinel (NA).

The WSJ editions are quite different, as each region and demographic has very distinct needs from the WSJ.  For example, in Latin America corporate news, market roundups, information for the C-level executive is required.  In the US, the focus is on personal finance, small business, careers, health, etc.,

In September 2005, Dow Jones announced that it entered into an agreement with Paddock Publications to publish a section written and produced by the Journal in Reflejos, a weekly bilingual, Spanish-language newspaper. The Company also announced a similar agreement in March 2005 to publish Su Guía, a Spanish-language weekly serving Passaic and Bergen counties in New Jersey. Another Spanish-language newspaper (a weekly), the Washington Hispanic, serving the District of Columbia, Maryland and Virginia, began publishing articles from the Journal in 2002.

Newspaper publisher Impremedia recently partnered with Julie Stav Inc., publisher of the Spanish-language finance magazine Tu Dinero, to publish its content in its newspapers as well as to create a co-branded website. Tu Dinero ceased operations as a print vehicle (as part of partnership with Editorial Televisa), but has since re-launched online.

Commenting on Julie Stav’s decision to publish online, spokesperson Maria Gallegos said, “The conversion of Tu Dinero from its original print version published by Televisa to its new digital format came about due to reader’s request for more timely financial new and information. Under the deal with Impremedia, Julie Stav’s content will be included in the following Impremedia titles under the name “Tu Dinero con Julie Stav”: La Opinión, La Opinión Contigo, El Diario La Prensa, La Raza, El Mensajero, La Prensa and Vista Magazine.


Business Magazines, A Classic

Advertising makes up 90%-95% of revenues for most Hispanic business magazines, which have a “controlled” (free distribution at conferences, airports, hotels, trade associations, gyms, etc.), instead of a “paying” (circulation sales) subscriber base

Hispanic Enterprise, formerly known as Hispanic Trends, is based in Coral Gables, FL, and modeled after Bertelsmann's Inc magazine, is an English-language quarterly which emphasizes “how-to” content for start up entrepreneurs and small to medium-sized companies.

Latino Leaders Magazine, a bi-monthly magazine (circ. 100,000) focusing on success stories, is written in English and published out of Carrollton, Texas by the Mexican company Ferraez Publications of America Corp. Through interviews and feature stories, Latino Leaders covers the most important leaders in the US-Hispanic community.

Hispanic Business, the bi-monthly magazine published by Santa Barbara based Hispanic Business Inc., has more high-end editorial content than Hispanic Trends, but still emphasizes how-to and success stories. Written in English, the magazine targets second and third generation Hispanics who are proficient in both English and Spanish. Hispanic Business sees itself as a “truly national” magazine, covering the Hispanic economy as one national market instead of many local markets.


En Español or Not?

Is there a need for a Hispanic business magazine in Spanish? The question of whether to publish Hispanic business news in-language is one that every company in the market must grapple with. On one side, there are many who argue that it is unnecessary, as most Latin American and Hispanic businessmen speak English. At the same time, as U.S. Hispanic and Latin American business operations become increasingly intertwined, and U.S based efforts venture ever further into Spanish-speaking countries, there is also a strong case to be made for producing this content in Spanish. There may also be a need for Spanish-language content about local business. Miami based Hispanic Target is betting on that. Hispanic Target (circ. 15,000, monthly, Spanish) is planning to expand to Washington, Chicago and New York in 2007. “During 2007 we want to first reach profitability in the South Florida market and then export our model into these other markets,” publisher Eduardo Hapke tells Portada.  Hispanic Target got financing at the end of last year, allowing it to change from bimonthly to a monthly publishing schedule. Former Tiempo Latino (Washington) owner, Armando Chapelli, bought a 51% stake in the company in late 2006. Earlier this year Hispanic Target launched an Orlando edition; t currently distributes 5,000 copies there. The only difference with the South Florida edition is that it uses a different cover.

Hispanic Target is mostly distributed at Hispanic Chambers of Commerce (as well as Latin American Chambers of Commerce in Florida). The publication is also distributed in hotels, building lobbies and sold at bookstores (through a partnership with Spanish Periodicals).

Hapke bets that national advertisers, and local and regional advertisers, will be enticed by the relatively low cost of a full page ad in the publication–$ 1,500– compared to the cost in other national Hispanic business publications, which can reach the several thousands.

The 2008 expansion plan calls for editions with a circulation of between 15,000 and 20,0000 in Washington, New York and Chicago. Spanish-language local business news is the main content focus of Hispanic Target. Hapke notes that the publication will increase automotive and life style coverage in order to increase advertising in these categories.

Diversity Inc. (circulation 150,000) targets Hispanics, as well as other minority groups. Its editorial mission is to provide education and clarity on the business benefits of diversity, by positioning diversity as a strategic business opportunity. Diversity Inc. co-founder Luke Visconti tells Portada that approximately 20% of the magazine's readers are Latinos, while 40% are African Americans.


A wider approach…

Other Hispanic business magazines offer a wider range of topics Hispanic Magazine, which like Hispanic Enterprise is published by Televisa Publishing, covers general interest topics, with a focus on business, career, politics and culture. The fact that automobile, and not financial, is the major advertising category reflects the wider appeal of Hispanic magazine's audience, which is relatively affluent, the average HHI is US $70,600 and young – 53% of its readers are between 18-44 years old.Televisa Publishing also publishes Poder, (circulation 50,000, English) which targets the U.S. Hispanic and Latin American business elite, PODER's affluent readership is reflected in the main advertising categories of the magazine – Florida real estate, banking and finance, technology and travel. The magazine is also published in  Mexico.The Mexican editions’ advertising include major advertisers like Banco Santander, Banamex, Chrysler, Tiffany.


Panregional Promise

Latin Trade (English and Spanish editions, monthly, 87, 324), while focusing on the Latin American business man, has a readership in the U.S. where 6,270 magazines are distributed. “We only cover the U.S. Hispanic market as long as it is connected to the Latin American market,” Mike Zellner, publisher of Latin Trade, tells Portada. His magazine was owned by Irvine, California-based Freedom Communications, until the magazine was bought out by its management in 2001.

Santiago de Chile based America Economia is another panregional business publication. Fifty percent of America Economia’s advertising is originated outside of Latin America, while the remaining 50% is generated by local sales. The magazine, written in Spanish and Portuguese has a total circulation of 84,528 (Spanish 54,355 and Brazilian 30,173) has local editions in Chile, Mexico, Brazil (Portuguese) and Central America). In the fall of last year, America Economia launched Luk, a semi-annual publication that focuses on lifestyle, fashion, and luxury.

Panregional Magazine publishers also big event organizers. Harvard Buisiness Review Latin America, the monthly business publication published by Harvard Business School Publishing and its Chilean partner Impact Media, stepped up the production of events in 2007. “We launched a new business unit about conferences and executive education,” says Alejandro Louit, the editor of the Spanish-language edition. These conferences are mostly held in Mexico and Chile, although in 2007 they will take place in other Latin American countries. Launched in 2003, HBR Latin America is the first full Latin American edition in Spanish of an English language business magazine. Other English language publications, such as The Wall Street Journal, Newsweek and The Economist, have a presence in the region mostly as branded syndications – content from English editions is translated, edited and then inserted in local newspapers and magazines (e.g. The Economist content is published in Poder).. Harvard Business Review Latin America has separate editions for Spanish South America, Brazil, Mexico as well as a Central American Edition.

Publications such as Latin Trade, Harvard Business Review Latin America, America Economia and to a lesser extent PODER, offer what marketers call panregional promise. The U.S. Hispanic market acts as a bridge to Latin America. This is attractive to many global marketers like Ford, L'Oreal, Avon and Procter & Gamble.

How about Harvard Business Review en español? “We may enter the US Hispanic market in the future,” says Ricardo Zisis, founding partner and managing director of Impact Media, who owns publishing rights for Harvard Business Review in Latin America and the Hispanic US for the next 10 years. Zisis has spoken with Harvard Business School Publishing, the Boston based publisher of Harvard Business Review (circ. 240,000), about launching a US-Hispanic version of the magazine. “Compared to Hispanic Business, which is a magazine about business stories, Harvard Business Review is a magazine about business ideas,” Zisis argues. “There probably is a market for a business ideas magazine in Spanish; however it is a small one.”

Reaching the Decision Makers…

Argentina: Ambito Financiero
Brazil: Economico Valor
Chile: Estrategia
Colombia: Portafolio
Mexico: El Financiero
Venezuela: Reporte

Advertisers can pick and choose as they please or purchase a package deal covering all six markets.
For advertisers looking to reach Latin American business leaders, an ad sales network called Business Newspaper Group (BNG) offers a panregional buy into business publications in six countries with a combined reach of 400,000. The publications are as follows:

Quince Girl, a magazine targeting Hispanic teens celebrating their quinceañera—15th birthday and entry into adulthood—will launch in March. The independent annual publication will have a 300,000 rate base and be sold in major Hispanic markets for a cover price of $5.99.

Quince Girl content, written primarily in English, will include fashion, beauty and planning advice for the event, as well as profiles of past quinceañeras. The magazine will complement the website quincegirl.com, which launched in September.

Amber Matassa, formerly of Bride's (Fairchild/Condé Nast), will head up Quince Girl's editorial team. Advertisers in the premiere issue include Tiffany Designs, Mori Lee and David's Bridal.

Newspaper and magazine publishers have been trying to figure out the best way to reach Hispanic Teens, and with good reason. According to a report by Mediamark Research, the Hispanic/Latino Teen market is 4.6 million strong and is growing 6 times faster than the rest of the Teen market. In Chiqui Cartagena's Latino Boom, two of the top ten English magazines most read by Hispanics were Teen magazines (Teen People and Cosmo Girl).

Maybelline
– Exclusive color cosmetic sponsor of event
– Product integration at event and red carpet (demonstrations, sampling, product display, on-site logos)
Co-ownership of celebrity styling suite
– Advertising during May 8th Telemundo TV special
– In addition to event sponsorship,Total pages for issue: 2-page spread

 

Biolage
Exclusive hair sponsor
Product integration at event and red carpet (demonstrations, sampling, product display, on-site logos)
– Co-ownership of celebrity styling suite
In addition to event sponsorship,
– Total pages for issue: 4-page butterfly gate

Johnnie Walker
– Johnnie Walker is the official liquor sponsor of the "50 Most Beautiful" event
Product integration at event and red carpet (demonstrations, sampling, product display, on-site logos)

American Airlines
– Exclusive airline of 50 Most Beautiful, all celebrity travel to and from event
– Product integration at event and red carpet (demonstrations, sampling, product display, on-site logos)
– Integration at event: an on-site raffle for two AA tickets
– In addition to event sponsorship
– Total pages in issue: 4-page French door special insert

Pontiac
– Product integration at event
In addition to event sponsorship,
Exclusive advertiser of roll gate cover (4 pages in total)

People en Español's issue, the "50 Most Beautiful," hit the newsstands on Monday, May 2 revealing the hottest Hispanic entertainers of 2005. It is the largest ad issue ever for the eight-year-old, Spanish language monthly.The magazine will produce a total of five covers throughout the US, Mexico and Puerto Rico.

People en Español secured nine of today's hottest Hispanic women to appear on the cover—all adorned in skin-baring white couture and Tiffany diamonds, worth more than 5 million dollars. Gracing the history-making, roll gate cover are Daisy Fuentes, Paulina Rubio, Gloria Estefan, Dayanara Torres, Inés Rivero, María Celeste Arrarás, Karyme Lozano, Sonia Braga and Paola Rey.

The magazine touts up to ten special advertising units including a Pontiac sponsored-roll gate cover, scent strips from Calvin Klein and Giorgio Armani and a Biolage double page, butterfly gate featuring behind-the-scenes editorial from the Miami cover shoot.

Multimedia

Following the on-sale date, People en Español will air its “50 Most Beautiful” Telemundo TV special on Sunday, May 8 from 9:00pm-11pm. Now in its third year, the two-hour program will offer viewers a behind-the-scenes look into the making of the issue as well as intimate celebrity interviews and photo shoots.

Additionally, On Wednesday, May 18, the "50 Most Beautiful" issue will come to life at the 4th annual celebrity gala at Capitale in New York City. Returning sponsors American Airlines, Biolage, Johnnie Walker and Maybelline New York will help celebrate the star-studded, red carpet event. New sponsor, Pontiac, will also help support the evening.

People en español expanded its rate base in February 2005 from 425,000 to 450,000.

September 1, 2003:
Magazine categories, Business magazines: Publishers offer various ways of reporting about “el sueño americano”


Research supports the case for business magazines geared toward Latinos. Hispanics read Latino business publications almost exclusively and often neglect general market business publications. According to research by MRI, only 30.2% of Hispanic Business readers read The Wall Street Journal, only 28.4% of these readers read Business Week and just 13.2% read Fortune.


Advertising driven…


Advertising makes up 90%-95% of revenues for most Hispanic business magazines, which have a “controlled” (free distribution at conferences, airports, hotels, trade associations, gyms, etc.), instead of a “paying” (circulation sales) subscriber base. The high percentage of advertising revenue compared to circulation sales is also due to the fact that many Hispanic business magazines are still in the early stages of development. “Excellent content will eventually convert controlled subscribers into paid subscribers,” David Yanovich, executive editor and president of PODER, tells Portadatm.



…and emphasizing how-to articles…


Market research firm Santiago & Valdés Solutions recently published a study which found that some Hispanics, finding few opportunities for advancement, choose to leave Corporate America to start their own businesses.


Hispanic Trends, based in Coral Gables, FL, and modeled after Bertelsmann's Inc magazine, is an English-language quarterly which emphasizes “how-to” content for start up entrepreneurs and small to medium-sized companies (see “New Trends in Hispanic Business,” page 3, Portadatm, No. 1 January/February 2003).



…and Latino success stories.


Latino Leaders Magazine, a bi-monthly magazine (circ. 100,000) focusing on success stories, is written in English and published out of Carrollton, Texas by the Mexican company Ferraez Publications of America Corp. Through interviews and feature stories, Latino Leaders covers the most important leaders in the US-Hispanic community.



Hispanic Business, the bi-monthly magazine published by Santa Barbara based Hispanic Business Inc., has more high-end editorial content than Hispanic Trends, but still emphasizes how-to and success stories. Written in English, the magazine targets second and third generation Hispanics who are proficient in both English and Spanish. Hispanic Business sees itself as a “truly national” magazine, covering the Hispanic economy as one national market instead of many local markets.



Taking a wider approach


Other Hispanic business magazines offer a wider range of topics. Hispanic Magazine, which like Hispanic Trends is published by Hispanic Publishing Corporation, covers general interest topics, with a focus on business, career, politics and culture. The fact that automobile, and not financial, is the major advertising category reflects the wider appeal of Hispanic magazine's audience, which is relatively affluent, the average HHI is US $70,600 , and young – 53% of its readers are between 18-44 years old.


Diversity Inc. (circulation 100,000) targets Hispanics, as well as other minority groups. Its editorial mission is to provide education and clarity on the business benefits of diversity, by positioning diversity as a strategic business opportunity. Diversity Inc. co-founder Luke Visconti tells Portadatm that approximately 20% of the magazine's readers are Latinos, while 40% are African Americans.



The Hispanic business elite


Miami-based PODER (“power” in Spanish) magazine targets the US Hispanic and Latin American business elite, with separate editions for the US, Mexico, Venezuela and Colombia. Fifty percent of PODER's readers are CEO's and company presidents with high acquisition power (average income of $200,000/year). PODER's affluent readership is reflected in the main advertising categories of the magazine – Florida real estate, banking and finance, technology and travel.


How do PODER US advertisers differ from advertisers in PODER Mexico or PODER Colombia? According to Yanovich, PODER's executive editor, “PODER reaches the business elite. It is a vehicle for luxury brand advertisers, banks, automobiles, etc. These companies are generally global, however many companies push local brands. For example a bank with a local promotion, or automobiles that share a common design under different brands in different countries.”


The Miami edition of PODER is different from its US counterparts. It is targeted not only to the Hispanic community, but to the business community as a whole, and includes local advertising (real estate, banking, health care, etc.).


The Mexico edition of PODER includes local ads, as well as major advertisers like Banco Santander, Banamex, Chrysler, Tiffany.



Transcontinental promise


Latin Trade, while focusing on the Latin American business man, has a strong readership in the US. Fifteen thousand of its 93,000 copies are distributed in the US. “We only cover the US Hispanic market as long as it is connected to the Latin American market,” Mike Zellner, publisher of Latin Trade, tells Portadatm.


His magazine was owned by Irvine, Calif. based Freedom Communications until the magazine was bought out by its management in 2001. Publications such as Latin Trade, and to a lesser extent PODER, offer what marketers call transcontinental promise. The US Hispanic market acts as a bridge to Latin America. This can attract many global marketers like Ford, L'Oreal, Avon and Procter & Gamble.



A magazine about business ideas?


How about Harvard Business Review en español? “We may enter the US Hispanic market in the future,” says Ricardo Zisis, founding partner and current president of Impact Media, who owns publishing rights for Harvard Business Review in Latin America and the Hispanic US for the next


10 years. Zisis has spoken with Harvard Business School Publishing, the Boston based publisher of Harvard Business Review (circ. 240,000), about launching a US-Hispanic version of the magazine. “Compared to Hispanic Business, which is a magazine about business stories, Harvard Business Review is a magazine about business ideas,” Zisis argues. “There probably is a market for a business ideas magazine in Spanish; however it is a small one.”

Research supports the case for business magazines geared toward Latinos. Hispanics read Latino business publications almost exclusively and often neglect general market business publications. According to research by MRI, only 30.2% of Hispanic Business readers read The Wall Street Journal, only 28.4% of these readers read Business Week and just 13.2% read Fortune>

Advertising driven…

Advertising makes up 90%-95% of revenues for most Hispanic business magazines, which have a “controlled” (free distribution at conferences, airports, hotels, trade associations, gyms, etc.), instead of a “paying” (circulation sales) subscriber base. The high percentage of advertising revenue compared to circulation sales is also due to the fact that many Hispanic business magazines are still in the early stages of development. “Excellent content will eventually convert controlled subscribers into paid subscribers,” David Yanovich, executive editor and president of PODER, tells Portadatm.

…and emphasizing how-to articles…

Market research firm Santiago & Valdés Solutions recently published a study which found that some Hispanics, finding few opportunities for advancement, choose to leave Corporate America to start their own businesses.

Hispanic Trends, based in Coral Gables, FL, and modeled after Bertelsmann's Inc magazine, is an English-language quarterly which emphasizes “how-to” content for start up entrepreneurs and small to medium-sized companies (see “New Trends in Hispanic Business,” page 3, Portadatm, No. 1 January/February 2003).

…and Latino success stories.

Latino Leaders Magazine, a bi-monthly magazine (circ. 100,000) focusing on success stories, is written in English and published out of Carrollton, Texas by the Mexican company Ferraez Publications of America Corp. Through interviews and feature stories, Latino Leaders covers the most important leaders in the US-Hispanic community.

Hispanic Business, the bi-monthly magazine published by Santa Barbara based Hispanic Business Inc., has more high-end editorial content than Hispanic Trends, but still emphasizes how-to and success stories. Written in English, the magazine targets second and third generation Hispanics who are proficient in both English and Spanish. Hispanic Business sees itself as a “truly national” magazine, covering the Hispanic economy as one national market instead of many local markets.

Taking a wider approach

Other Hispanic business magazines offer a wider range of topics. Hispanic Magazine, which like Hispanic Trends is published by Hispanic Publishing Corporation, covers general interest topics, with a focus on business, career, politics and culture. The fact that automobile, and not financial, is the major advertising category reflects the wider appeal of Hispanic magazine's audience, which is relatively affluent, the average HHI is US $70,600 , and young – 53% of its readers are between 18-44 years old.

Diversity Inc. (circulation 100,000) targets Hispanics, as well as other minority groups. Its editorial mission is to provide education and clarity on the business benefits of diversity, by positioning diversity as a strategic business opportunity. Diversity Inc. co-founder Luke Visconti tells Portadatm that approximately 20% of the magazine's readers are Latinos, while 40% are African Americans.

The Hispanic business elite

Miami-based PODER (“power” in Spanish) magazine targets the US Hispanic and Latin American business elite, with separate editions for the US, Mexico, Venezuela and Colombia. Fifty percent of PODER's readers are CEO's and company presidents with high acquisition power (average income of $200,000/year). PODER's affluent readership is reflected in the main advertising categories of the magazine – Florida real estate, banking and finance, technology and travel.

How do PODER US advertisers differ from advertisers in PODER Mexico or PODER Colombia? According to Yanovich, PODER's executive editor, “PODER reaches the business elite. It is a vehicle for luxury brand advertisers, banks, automobiles, etc. These companies are generally global, however many companies push local brands. For example a bank with a local promotion, or automobiles that share a common design under different brands in different countries.”

The Miami edition of PODER is different from its US counterparts. It is targeted not only to the Hispanic community, but to the business community as a whole, and includes local advertising (real estate, banking, health care, etc.).

The Mexico edition of PODER includes local ads, as well as major advertisers like Banco Santander, Banamex, Chrysler, Tiffany.

Transcontinental promise

Latin Trade, while focusing on the Latin American business man, has a strong readership in the US. Fifteen thousand of its 93,000 copies are distributed in the US. “We only cover the US Hispanic market as long as it is connected to the Latin American market,” Mike Zellner, publisher of Latin Trade, tells Portadatm.

His magazine was owned by Irvine, Calif. based Freedom Communications until the magazine was bought out by its management in 2001. Publications such as Latin Trade, and to a lesser extent PODER, offer what marketers call transcontinental promise. The US Hispanic market acts as a bridge to Latin America. This can attract many global marketers like Ford, L'Oreal, Avon and Procter & Gamble.

A magazine about business ideas?

How about Harvard Business Review en español? “We may enter the US Hispanic market in the future,” says Ricardo Zisis, founding partner and current president of Impact Media, who owns publishing rights for Harvard Business Review in Latin America and the Hispanic US for the next

10 years. Zisis has spoken with Harvard Business School Publishing, the Boston based publisher of Harvard Business Review (circ. 240,000), about launching a US-Hispanic version of the magazine. “Compared to Hispanic Business, which is a magazine about business stories, Harvard Business Review is a magazine about business ideas,” Zisis argues. “There probably is a market for a business ideas magazine in Spanish; however it is a small one.”