The leadership at Time Inc over the last two weeks made several major announcements including the abolition of publisher titles as well as a new editorial and ad sales structure. Multicultural properties People en español and Essence were also impacted.
Under the new editorial structure, Time Inc.’s titles will be divided into four groups led by editorial directors, each of whom will report directly to Chief Content Officer Alan Murray. The four groups are Celebrity, Entertainment and Style; News and Luxury; Lifestyle; and Sports. People en español and Essence are part of the Celebrity, Entertainment and Style Editorial Group, which also includes People, Entertainment Weekly, InStyle, StyleWatch and joJane. The group will be led by Jess Cagle, already editorial director of People and Entertainment Weekly. People en español editor Armando Lucas Correa will report to Cagle. The sports group will be led by Chris Stone, who replaced longtime Sports Illustrated group editor Paul Fichtenbaum in June. The shuffle falls in line with an ongoing and overall reimagining of the company’s internal composition, including the reorganization announced last week, aimed at promoting cross-brand and category-wide ad sales.
Time Inc. now has one unified sales force, according to staff memos released last week. The new structure breaks the advertising and marketing organization into category, brand and digital sales, and completely eliminates the title of publisher. “This new structure will allow us to better serve our advertising partners and deliver on the promise of being a one-stop shop and solutions-based platform for advertisers and agencies,” CRO Mark Ford wrote. Monique Manso until recently Publisher of People en español will now have the position of Brand Sales Director at People en español.
While multicultural is not a separate unit, sources at Time Inc, tell Portada that the new organization takes into account that both Essence (African-American) and People en español (Hispanic), have distinct audiences. People en español Sales Managers will now also sell into other Time Inc brands and propose multicultural solutions to advertisers within editorial environments of other brands and the salesforce from other brands will sell into People en español and Essence.
What: Time Inc.’s People en Español is launching the new english-language digital and print offering “Chica”. The new content will have an online presence and be a 12-page booklet inserted into the June issue of People en Español. Maybelline® New York and Garnier® will be the exclusive launching sponsors. Why it matters: As marketers are asking for more quality content targeting acculturated Hispanic women, media properties are taking notice and introducing digital, print and broadcast offerings for the bilingual and English-dominant Latina.
Time Inc.’s People en Español has announced the launch of Chica, a new english-language content offering targeting bi-cultural Latina woman. Chica will debut in the June issue of People en Español, and on newsstands on May 2. Maybelline® New York and Garnier® will be the exclusive launch sponsors of this 12-page booklet focused on fashion and beauty trends.
Millennials comprise nearly a third of People en Español’s audience.
The launching of Chica, means People en Español will continue to deepening Time Inc.’s connection with the acculturated Latinas growing audience , which began late last year with the success of All You’s custom magazine, Celebraciones.Celebraciones is scheduled to repeat in 2014.
“We are delighted to extend the People en Español brand with Chica, which allows us to serve our audience of 7.3 million with additional style and beauty content both in-book and online. Millennials comprise nearly a third of People en Español’s audience, and Chica’s editorial mix of celebrity and inspirational stories will offer more of what they love,” says People en Español Editor Armando Correa.
Chica provides a platform to address today’s emerging bicultural reality. “We are providing solutions for powerful brands like Maybelline® New York and Garnier®, our launch partners, and expanding our reach,” said People en Español Publisher Monique Manso. Prior to its launching, the audience can experience Chica online at ChicaChic.com.
“Local is no longer a geographic term,” said Monique Manso, Publisher of People en Espanol who moderated the panel, “The Local Connection” at #PORTADA13 Regarding the Hispanic market, “passion points inform content and distribution channels.” It is important that brands entertain and provide service or consumers will curate content outside of their messaging streams.” Finally, she said that a “reflexive scale gives national efforts local legs, and local effort national impact.”
Social media drives the scale of live events, which can be significant.
In one case, a brand organized a local market event with national impact which became a national movement. A localized message can reverberate on a mass scale, Manso said.
Manso highlighted that now more than ever, brands are contributing value to consumers through tools like custom video content. In addition to traditional information such as articles, Hispanic consumers want video and behind the scene cover stories, which she characterized as “hidden content.” Historically, providing additional content was expensive. But with an in-house video department and partnerships, her company has succeeded in filling that market need. The print and online reach of Time Axcess was 136 million unduplicated users, including 34 million multi-cultural. Of that, 23.9 million were Hispanic.
The meaning of love…
“Is there anything more important in life than love,” asked Ryan Barker, EVP Marketing & Decision Analytics at Vision Critical, which studied 4000 brands across different categories. He said that in the Hispanic market, two out of three brands aren’t loved. An emotional connection to brands by consumers has implications at the local level.
Equating brand development within a certain segment with a love relationship, Barker said that brands that target the Hispanic community should ask: “what is your current relationship? What stage of development are you in?
Measure four critical ingredients: well-regarded, cognizance, competitive uniqueness, true meaning.
“What drives two thirds of brand values in the Hispanic community is competitive uniqueness and meaning” Brands that are perceived as competitively unique and who have a strong meaning within a community have a strong change of developing future bonds with that segment.
“Average emotional connection needs to be 2.3 times stronger for Hispanics than in the anglo-marketplace,” he said. In segment audiences on their stage of development, brands should ask: “what is the primary lever of dating that leads to love? Should pricing power be the same for Hispanic market as Anglo market? Nothing will ever replace a real time dialogue. You can have a real time dialogue with consumers, with Hispanics, with analytics on a real time basis.”
Strategies to reach the Hispanic Market
Regarding specific strategies for reaching the Hispanic market, each presenter’s approach varied according to brand.
Alejandra Barron, Senior Manager of Multi-Cultural Marketing at The Home Depot said “we look at different competitive mix by region markets and seasonality. We have dual targets: consumers and professionals, and the seasonality of their business.” Having a one-on-one relationship (through the use of tools like surveys) with customers was Home Depot’s strategy for understanding their customer base.
“With 2/3 of Hispanics living in six states, we look at our strategy like the elections,” said Lizette Williams, Senior Brand Manager of Multicultural Strategy at Kimberly Clark, “we have to win six states and we have category leadership.”
To market Huggies, “we look at births, where babies are being born. Fifteen hospitals in US drive most births in the US. Williams focuses her efforts on a miles radius around each hospital. In addition, her approach combines Hispanic and general market data. One study revealed that Hispanic Mothers were unhappy with the lack of spaces to changes their babies’ diapers. Huggies set up changing stations at local events, providing consumers with diapers. The consumers expressed their satisfaction on social media and digital, and the campaign was considered a success.
Christopher Rivera, Associate Director of Brand Marketing Multi-Cultural, Kellogg Company, said that Kellogg built a data foundation in each of the most important US markets. He said that data allowed the brand to see important differences in each market and demographic. For marketing Special K cereal, a study of Hispanic women in LA, Chicago, Miami, and Houston revealed that women in different regions had different approaches to weight management. In Chicago, weight management was seasonal whereas in Miami, it was year-round. Understanding the nuances in the Hispanic market helped Kellogg position itself as one of the leading brands among Hispanics.
Regarding ROI, both presenters and participants lamented that ROI is inadequately measured in the Hispanic market.
Williams said, “ROI is like looking in the rearview mirror backwards. But we have to look to the future. Hispanic ROI’s are lower, but they’re inaccurately calculated because it’s based on the Spanish-speaking segment. It’s important to look at forecasts, at the population. We have look at authenticity and time.
Barker said that in studying the Hispanic market, brands should focus on psychographic or behavioral differences among consumers. “How do you justify brand contributions when you’re only looking at volumetrics?” Rivera added that “we’ve challenged our agency plans to think differently. What are we going to do differently? Be more visual with our packaging? How do you maintain it? We have a national partnership with Major League Baseball. We hired Latino legends for appearances. Now it’s a total market approach. Now it’s the number two brand with Hispanic households in the US. In New York, partnered with the New York Yankees and Bernie Williams.”
According to Barker, examples of brand excellence are Walmart, Best Buy, and Subway. “At the local level are their ability to adjust to seasonality, catering to regional tastes, and understanding underlying values and goals of their customers.” Barron added that “stores build the footrprint at the local level. Events like do-it-yourself workshops can be reflective of the composition of the local market.” The key is to build awareness and consciousness of the community. Manso concluded that “making the community inclusive is a key motivator for our audience.”
We are revealing the full program and agenda of our Hispanic Sports Marketing Forum (Sept. 25) and the 7th Annual Hispanic Advertising and Media Conference (Sept. 26) in New York City’s Scholastic Auditorium. Portada’s editorial team, in cooperation with Portada’s Editorial Board members, has put together a very high quality agenda that will substantially increase the knowledge of marketers and media executives targeting the growing Hispanic population. For the Hispanic Sports Marketing Forum, Portada has worked in partnership with sports marketing agency AC&M Group.
Get actionable Insights on: – The Local Connection: New approaches for National Brands to reach local audiences. – Hispanic Mobile Marketing: The State of the Art – Big Data and its impact on Hispanic Marketing – Why and how Corporate America needs to be Latin Ready – The U.S. Hispanic Soccer Market: Brand New Research for Marketers (Hispanic Sports Marketing Forum) – Navigating the Complex Media Landscape of Hispanic Sports (Hispanic Sports Marketing Forum) – Hispanic Sports Activation: Case Studies about succesful Activation of Hispanic Sports Marketing Programs (Hispanic Sports Marketing Forum)
Attendees to the events will be able to meet the nation’s top U.S. Hispanic marketers. The most recent additions to the already star-studded agenda include: Hector Ruiz, Regional Sales Manager Latin America, Delta, Olga Serna, Senior Marketing Manager, AT&T Wireless and Alejandra Barron, Senior Manager Multicultural Marketing, The Home Depot. Other recently added major speakers and panelists include: Jose Maria Garriga, VP Sports, Univision Networks, Fernando Schwartz, anchor ESPN Deportes and Monique Manso Publisher of People en español.
Lizette Williams, Senior Brand Manager, Multicultural Strategy at Kimberley Clark, Monique Manso, Publisher, People en español, Martha de la Torre, CEO of El Clasificado and Sylwia Makarewicz-Liszka, Mobile and Digital Planner at Starcom MediaVest Group, are the latest additions to the speaker roster of our 7th Annual Hispanic Advertising and Media Conference in NYC on September 26, 2013.
Other major Thought Leaders speaking at the Event:
• Cristina Morales, Senior Director-Segment Management, TiAA-CREF • John Alvarado, Senior Director of Brand Marketing, Crown Imports • Larry Bruck, SVP Marketing at Kelloggs • Adrian Adriano, VP Multicultural Marketing, Comcast • Xavier Turpin, Director of Multicultural Marketing, Dunkin’ Brands Inc. • Joel Kliksberg, Director, Strategy & Business Development at Fusion, the ABC and Univision Joint Venture • Franklin Rios, President, Luminar • Jorge Rincon, COO, Adsmovil Corp • Rebecca Hawkins, Associate Media Director, 4D • Elvia Alaniz, Director of Marketing, American Modern Insurance Group
Main Topics they will explore!
Is Corporate America Latin ready?
English-dominant Hispanics: Can they be efficiently reached via in-culture media?
The State of the Art-Hispanic Media ROI Measurement Tools: What has been learned?
Retailers 2014: The emerging power of “ethnic supermarkets and retailers”
Trends in Digital Media: Online Video Advertising, Social Buying, Targeting
Print Advertising Strategies: How and why print and digital convergence works
CMO’s will discuss their Hispanic KPI’s
Consumer Product Goods: Why and how CPG marketers should focus on the Hispanic consumer
How can national advertisers best reach local audiences?