Penni Barton


People change positions, get promoted or move to other companies. Portada is here to tell you about it.
NOTE: An earlier version of this article said that Julio Saenz has left Cox Media Group’s owned Mundo Hispanico. That information was wrong. Saenz continues to be the General Manager of Atlanta, Georgia based Mundo Hispanico.  

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Penni Barton last day of work at Al Dia Texas, (part of A.H. Belo, The Dallas Morning News) was on January 2. Barton worked as Publisher of Al Dia Texas since July 2013. A. H. Belo  plans to hire a sales manager to replace Barton,  said Jim Moroney, chairman, president and chief executive of A.H. Belo and publisher of The Dallas Morning News. The company also said it would eliminate the titles of publisher of its niche publications, moving those sales management and editorial functions back under the broader organization.In addition, two current executives — Joe Weir and Nicki Purcell — are being promoted.Chief revenue officer Dan Phelan is leaving Dec. 31. Chief marketing officer Jason Dyer’s last day will be Feb. 1.Weir, currently vice president of digital sales, will replace Phelan. Purcell, The News’ digital publisher, will assume Dyer’s responsibilities. Her title will change to chief digital officer and senior vice president of consumer sales.

NOTE: An earlier version of this article said that Julio Saenz has left Cox Media Group’s owned Mundo Hispanico. That information was wrong. Saenz continues to be the General Manager of Mundo Hispanico.  

Michael Vinales has accepted a new role as co-op vendor sections lead at the Miami Herald Media Company. He previusly worked as ‎Advertising Sales Manager at the South Florida Sun Sentinel/ Forum Publishing Group.

POIandy-checo-232x300The Hispanic Public Relations Association (HPRA) voted to elect Andy Checo, Director, Publicity & Community Affairs at MundoFox, president of the 2015 National Board of Directors. Checo had been serving as president-elect of HPRA during the 2014 year and as the HPRA-New York chapter president since 2013.The 2015 Board of Directors includes: Evelyn Galarza of Time Warner Cable in New York, Lucia Mathews of Dialogo PR in San Diego, Maricela Cueva of VPE PR in Los Angeles, Mario Flores of Sportivo in Los Angeles,Melissa Castro of the Telemundo Station Group in Miami, Melissa Smith, PR Consultant in New York, Sarah Lora of Delta Air Lines in Atlanta, Sonia Diaz of Balsera PR in Miami, and Victoria Wales of GSA in Washington, DC.Stephen Chavez of Chavez Marketing & Communications in Los Angeles will serve as immediate past President.

descarga (3)NBCUniversal has announced the promotion of Meara Abramson Valenzuela to Senior Vice President, Planning and Strategy, Hispanic Enterprises and Content. She is based in New York and will report to Marlene Sanchez Dooner, Executive Vice President, Hispanic Enterprises and Content.In this role, Meara will support strategic decision-making and lead the analysis, planning and execution of key projects across the division’s businesses (Telemundo Network, Studios, Digital, Stations, Cable and International). She will also review additional business opportunities.Prior to this appointment, Meara was the Vice President of Advertising Sales Planning. Meara joined NBCUniversal in 2004 as part of the Ad Sales Finance and Pricing group supporting NBC News. Prior to NBCUniversal, Meara completed GE’s Financial Management Program at GE Capital.Meara holds a degree in Finance, International Business, and Spanish.

Lucio Grimaldi
Lucio Grimaldi

Lucio Grimaldi, current Managing Director LatAm at Publicitas, has been promoted to Managing Director of the Americas as of January 1st, 2015. Read more.



unnamedViacom International Media Networks has announced the appointment of Larissa Zagustin as Senior Vice President and General Counsel for the company’s brands and businesses in Latin America (including Brazil), Canada and the US Hispanic market (Tr3s). Based in Miami, Zagustin will report into Scot McBride EVP & COO of VIMN The Americas and Roger James, General Counsel for VIMN.As General Counsel, Zagustin will be responsible for mergers and acquisitions, media distribution, financial transactions, intellectual property licensing, sponsorships, and general commercial and regulatory matters across global anchor brands MTV, Nickelodeon, Comedy Central and Paramount Channel in Latin America, as well as Tr3s in the US. In addition, she will be leading the Business and Legal Affairs teams in the region.Prior to this role, Zagustin was Deputy General Counsel, Vice President – International Business and Legal Affairs for Viacom International.Zagustin joined VIMN in 2003, as Corporate Counsel for MTV Networks Latin America. Zagustin holds a Juris Doctorate from Nova Southeastern University.

descarga (4)Telemundo 40 has announced that Miguel ángel López has been promoted to News Director. In this role, he will be responsible for the overall performance of the news department and all other local productions across multiple media platforms.Most recently, López worked as the Executive Producer for Noticias Telemundo 40. Before this, López worked in various producer roles for Telemundo network. López is an award-winning journalist and a recipient of an Emmy award for his work on Telemundo’s morning news show, “Un Nuevo Dia.” A native of Puerto Rico, he currently resides in the Rio Grande Valley.

descarga (5)Comcast named Angela Vega as Director of Government Affairs for the Central Valley. Vega will be based in Fresno and will report directly to Sue Vaccaro, Senior Director of Government Affairs for Comcast California. Vega will be responsible for Comcast’s local government affairs and policy issues in Fresno, Madera, Kings,Tulare, andSanta Barbara counties.She previously served on the Board of Directors for the Central California Hispanic Chamber of Commerce, Fresno’s Leading Young Professionals, Central California Latina Network and the advisory council for the U.C.Vega is a graduate of California State University, Fresno where she earned a degree in Mass Communication & Journalism and Chicano Latino Studies.

descargaRoxana Cazares Olivas will join the Ibarra Strategy Group (ISG) as Vice President starting January 5, 2015.  She will provide consultant services to clients, provide management support and assist with business development initiatives.Before joining ISG, Roxana was the Executive Director of the District of Columbia Office of Latino Affairs (OLA.The Ibarra Strategy Group (IbarraStrategy.org) is a leading, government and public affairs firm that specializes in Latino outreach, intergovernmental affairs and advocacy services. Its clients include Fortune 200 companies, prestigious national association and non-profit organizations.

descarga (1)Dave Matthews has joined 4INFO as Chief Revenue Officer. Formerly with LSN Mobile as Senior Vice President of Marketing & Advertising Partnerships, Matthews brings his success to 4INFO where he will lead the direct and channel sales teams to optimize operational processes to drive revenue growth, profitability and market share. Matthews will be based out of 4INFO’s New York City office located on Madison Avenue.Prior to joining LSN Mobile, he created the Strategic Marketing Partnerships division for NBC Universal-Telemundo Station Group – where he worked with advertisers and agencies across the U.S. and Mexico. Matthews has held several high-level positions in the industry at AdLink Media, WorldLink Media Sales, and Inktel Direct, Univision Communications and Katz Media Corporation.Matthews graduated from the University of Rhode Island with a Bachelor’s degree in business administration.

descarga (2)Yudi Fernandez has been promoted to Account Director at Miami-based Schwartz Media Strategies. Fernandez, who has been with the company since 2011, previously served as a senior account executive in the firm’s real estate and professional services practice. Fernandez joined the firm in 2011 following several years as a business and real estate journalist. As account director, she manages client relationships, develops bilingual media relations and marketing campaigns, uncovers new business opportunities, and oversees social media initiatives across the firm’s commercial real estate and professional services practices. The firm’s clientele includes J.P. Morgan, Walmart, JLL (formerly Jones Lang LaSalle), Skanska USA, the Miami Downtown Development Authority, Miami Beckham United (the David Beckham-led group vying to bring Major League Soccer to Miami), Bilzin Sumberg, the Patricia and Phillip Frost Museum of Science, Apollo Bank, CREC, Podhurst Orseck, Blanca Commercial Real Estate and others.

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The case for Hispanic marketing just got (even) bigger. Yesterday’s executive order de facto increases the documented Hispanic population by almost 5 million consumers (95% of the undocumented population is Hispanic). While Obama’s executive order does not offer a permanent solution, it brings certainty and legality to millions of undocumented Hispanics. What are the marketing implications according to major players in the marketing and media space?

descarga (1)The U.S. will get its biggest immigration makeover in three decades in a step that is expected to eventually legalize some 5 million illegal immigrants. Any measure that makes it for the undocumented Hispanic population safer to live in the U.S. will have a positive impact on marketing. “I think the issue is that if the millions of undocumented come forward and instead of the U.S. Hispanic population being 17% of the overall population the percentage jumps closer to 20% we could potentially see an increase in advertising spending which we typically see right after census numbers are issued,” says Enedina Vega-Amaez, Vice President/Publisher of the Meredith Hispanic Ventures Group.
Enrique Arbelaez
, co-founder and partner of advertising agency XL Alliance, cautions that while “the reported Hispanic population numbers will increase, we have always worked with the assumption that Census numbers are underestimated by at least 10%+,” .

If instead of the U.S. Hispanic population being 17% of the overall population the percentage jumps closer to 20%, we could see an increase in advertising spending which we typically see right after census numbers are issued.


Categories Impacted

XL Alliance’s Arbelaez notes that the executive order also” brings higher income opportunities. Living under the shadows limits the jobs they seek. Now these jobs and services will be expanded as they won’t fear giving away information. Think all types of Insurance, Financial Services and any other service that require personal information.” As an example of an opportunity Arbelaez cites supermarkets who have “an opportunity to increase loyalty card programs growth, which Hispanics don’t register for due to fear of giving info.” Penni Barton, publisher of Al Dia Texas in Dallas, says that “most of these immigrants are already part of the economy, but having access to better job conditions might translate to an improved economic status, and potentially higher purchasing power. In the short term sectors like the legal counseling will see a constant trickle of customers that need representation to apply for this protected status. In the long term, we suspect that many of these immigrants will formally settle roots in their communities (thanks to the protection measure) and start buying homes, investing in higher education, and starting their own businesses. This is usually the case – legal certainty leads to stability and progress.” “We may see increased mobile/digital usage as this group of 5 million gets access to credit,”adds Lee Vann, CEO and Founder of Digital Ad Agency Captura Group.

Unfortunately marketers tend to stay in the sidelines because immigration reform is a divisive topic. I believe that if your company or industry is reaping the benefits from Latino consumption sales then you should take a stand to show gratitude and gain the loyalty of this desirable consumer.


Increase in Spanish-dominant Share

descarga (3)The addition of almost 5 million documented Hispanics to the population also means that the Spanish-dominant share of the Hispanic population will increase and somewhat counterweight the growth of the English-dominant population. Al Dia Dallas’ Penni Barton notes that “in markets like Texas and other border states the majority of the potential beneficiaries of this measure are Spanish-dominant Hispanics.” “After all, the nature of a Hispanic immigrant is that Spanish is their first language,” says Enrique Arbelaez from XL Alliance . He cautions, however, that the media consumption habits of these Hispanics  may not necessarily change because of their new legal status.

Lucia Ballas-Traynor, Co-Founder & EVP, MamásLatinas, suspects that the majority of the undocumented immigrant population is Spanish-dominant. However, she claims that “every Latino has been affected by the inaction around immigration reform. Most Latinos have a friend, family member, neighbor, colleague or employee who is undocumented. Our extended definition of familia means it affects Latinos of all acculturation levels.” Ballas Traynor adds that “until undocumented immigrants receive long term legal status I don’t think their media consumptions habits will dramatically change. If their legal status changes permanently then I think digital media – social, e-commerce and other channels will see a greater degree of participation as they come out from the shadows.” Similarly Captura Group’s Lee Vann notes that “Of course these immigrants will have access to better jobs, loans and be able to travel more freely which will have a positive impact on the economy, if you think about it, the 5 million undocumented immigrants have been integrated into the economy, consuming content, viewing ads and purchasing products.”


Caution: Not permanent

It is important to take into account that Obama’s executive order is temporary in nature and not really a long-term comprehensive plan. Says Al Dia Texas’ Penni Barton: “While it lends a helping hand to some, it is not a comprehensive solution to the general issue of illegal non-authorized immigration.”

Mama’s Latinas Lucia Ballas-Traynor agrees with Barton, “until we have long term and comprehensive immigration reform I don’t think there will be a significant impact on Hispanic marketing. President Obama’s executive action is shielding undocumented Latinos from deportation and providing temporary legal status which will allow Latino families to remain united. However, his plan does not seem to provide a pathway to citizenship and most importantly no entitlement to federal benefits such as health care. I hope his move promotes Congressional action around the issue of immigration reform which has been at a standstill for decades.”


Obama’s Executive Order
Under the plan announced last night by Obama, undocumented immigrants who have lived in the United States for five years or more, have children who are citizens or legal residents, formally register, pass a criminal background check, and are willing to pay their “fair share” of taxes will be able to stay in the country without fear of deportation. The rules could impact up to 5 million of the more than 11 million undocumented immigrants believed to be residing in the U.S. The crux of the White House’s plan is to protect undocumented parents of children born in the US from deportation. It would also expand a program created by the administration in 2012 called Deferred Action for Childhood Arrivals, or DACA, which allows young people who were brought into the country as children to apply for deportation deferrals and work permits. The plan would extend eligibility to people who entered the United States as children before January 2010 (the cutoff is currently June 15, 2007). It would also increase the deferral period to three years from two years and eliminate the requirement that applicants be under 31 years old. About 1.2 million young immigrants are currently eligible, and the new plan would expand eligibility to approximately 300,000 more.

Texas is the second largest state in terms of population and GDP (both after California). As importantly, Texas has the strongest growing economy of all big states. According to the Bureau of Economic Analysis (BEA), the Texas economy grew by 4.8% in 2012 mostly fueled by oil and mining driven businesses but also by professional, leisure and hospitality services business. Texas was the state registering the highest growth rate after North Dakota.

There are over 26 million Texans and more than 38% of them are Hispanics (more than twice the national average). More interestingly, Hispanics are expected to outnumber Whites within the next decade. The political, cultural and economic future of Texas is tied to the high growth rate of its Hispanic population. In fact, political observers note, the time when Texas, traditionally a “red” state, will get a Democratic political majority may not lie that far ahead. Hispanics, although typically less active voters than Whites predominantly favor Democrat political representatives.

The opportunities presented by Texas’ economic and Hispanic growth for the advertising and media markets are huge. Because of this feature of the Texas market, many national marketers often activate their product launched in Texas first, especially when Hispanics are one of their main target consumers. A reason for this may lie in the fact that Texas media is relatively cheap compared to most other U.S. markets. “From a media point of view, the first thing that comes to mind when comparing Texas to other U.S. Hispanic regions is that it is very efficient from a media cost standpoint. Texas media rates tend to be lower than in California, New York or Florida etc…” says Jennifer Leonard, Media Director at Hispanic Advertising Agency Dieste in Dallas.

Texas First
Half of the initial production of Chevy’s (GM) new 2014 Silverado truck was provided to dealers in Texas. Texas pickup sales are especially lucrative. About 40% of Texas Silverado buyers choose the Texas Edition of the Silverado, an option that comes with a $2,000 premium. It includes a Texas Edition badge on the Silverado, chrome accents and 20-inch wheels. Tim Mahoney, global CMO for Chevrolet says that Texas is job one for the Chevy Silverado campaign because Chevrolet has Silverado inventory in showrooms there already, not to mention the fact that Texas is state number one for pickups. “One in six people own a pickup truck in Texas,” he notes. “Our biggest truck dealers are in Texas; they get trucks first.”

Maria Rohrer, Director of Marketing and Strategy, Chevrolet Trucks tells Portada that she has focused a lot of her marketing efforts in Texas. “We are advertising heavily in that market and began the campaign there two weeks before the national launch. We will also be present at general market and and Hispanic events throughout the state.”

In October Crown Imports announced that it is introducing a drink with traditional Mexican ingredients: Modelo Especial Chelada. The Modelo Especial Chelada was made available at retail locations in Texas, California, Nevada, Arizona, New Mexico, and Chicago. It is scheduled for national release in the first quarter of 2014. Modelo Especial Chelada is supported by National Spanish-language TV which has already begun airing on targeted Hispanic networks in a mix of entertainment and sports programming, including broadcasts of the MLB World Series on Fox Deportes. Jim Sabia, CMO of Crown Imports, tells Portada that the “locations where Modelo Especial Chelada is being made available first represent a high concentration of current Chelada drinkers and drinkers of Modelo Especial. These locations also make up a large portion of the Hispanic population in the U.S.”

Targeted Local Content
Texas also has some more diverse Hispanic markets than many advertisers realize, Dieste’s Leonard notes. “You have very acculturated DMAs like San Antonio and more traditional populations in Dallas, Houston, etc. Houston is also more international than people realize. Texas is the heart of the Tejano radio format of course. Also, being a border state comes with its own set of differences and issues in targeting, shopping habits…” Leonard adds.

In what way do Texas Hispanic targeted media properties differentiate themselves from offerings that target the English-language population? Daniel Cavazos, publisher of The Brownsville Herald and of the paid Spanish-language daily El Nuevo Heraldo in the Rio Grande Valley seems particularly suited to answer the question: “The sports and entertainment content of our English and Spanish dailies are quite different,” Cavazos notes. “The Herald focuses on local high school sports of all varieties, along with U.S. professional and college teams. El Nuevo Heraldo’s sports content is much more soccer-oriented – both with the professional stars/leagues from Mexico, and the local soccer scene. Entertainment content in El Nuevo is focused on Mexico/Latin American artists with The Herald’s content focused on U.S. media. We have some original local reporting in Spanish on topics that aren’t often fully addressed on The Herald side and we judge to be of more interest to our Spanish readers. There is also translated content from our English dailies in the Rio Grande Valley into El Nuevo. Our Spanish daily covers the entire region here – from Brownsville to the McAllen area.”

Broad Mix of Hispanic Media Users
More than half of Hispanics living in the Rio Grande Valley are bilingual. A key question is whether Hispanics want to consume content in English or Spanish.

“The language spectrum here is an interesting mix. General bilingual residents usually prefer to read English. Even some more dominant Spanish speakers in some cases prefer reading English, as it can be easier to speak a language than read it in all of its grammar complexities.”

Cavazos adds that the Rio Grande Valley “does have a great many Spanish-dominant residents, be it Mexican nationals who have moved here to invest/start businesses, (and often have U.S.-born children), married couples where one of the spouses will be from Mexico, and we also have many resident aliens who have lived here a long time and still prefer their native language. We also have many naturalized U.S. citizens, the majority of which are from Mexico, and are still Spanish dominant. Mix in more recent immigrants of general types along with many older residents, who are U.S. citizens but have remained Spanish-dominant, and we have a broad mix of Hispanic media users.”

Do Hispanic targeted and English-language media properties owned by the same company reach the same audiences? According to The Brownsville Herald’s Cavazos, “There is some, but not a great deal of overlap. We do have subscribers in our core market who take both dailies, English and Spanish. Over 75% of El Nuevo’s total circulation is Spanish-only readership, be it home-delivery or single copy.”

Dino Chiecchi, Editor of Spanish-language publications at the San Antonio Express News, notes that the San Antonio Express News and the bilingual weekly Conexion (both published by Hearst Corporation) often share content. However, Conexion’s content tends to focus more on a Latino angle and in a different way than the Express-News would cover something. “For example, a recent story on singer Gloria Estefan reuniting with a childhood teacher in San Antonio was reported by a Conexion staff writer who wrote one version for the daily product and another, slightly different, version for Conexion. The version for Conexion put more emphasis on Estefan’s family coming here from Cuba and not knowing the language or culture. The “San Antonio Express News’ story had a more general angle, focusing on the bond Estefan and her teacher formed years ago and how the teacher helped her learn English.”

Mercado Billingue is another bilingual publication. Published by Redan Media, it is a bicultural magazine distributed the 1st and 3rd Wednesday of the month and hand delivered to Hispanic households in the Dallas/Ft. Worth area. “With Mercado Bilingue as a mid-week solution and La Estrella as a weekend solution, every week we put our advertisers’ message in front of an audience larger than the attendance at a sold out Cowboy’s game,” says Brent Murphy, President and Managing Partner of Redan Bilingual Media. Redan partners with La Estrella, a Spanish language mostly home delivered weekly with a circulation of 125,000 published by McClatchy (Fort Worth Star Telegram).

To Penni Barton, publisher of Spanish-language newspaper Al Día and www.aldiatx.com in Dallas/Ft. Worth, there is not much audience overlap between The Dallas Morning News and its sister Spanish-language newspaper: “Al Día is a separate publication from The Dallas Morning News, serving distinct audiences. However, Al Día and The Dallas Morning News collaborate frequently by sharing stories, photos and news packages. While Al Día primarily serves the Spanish-speaking (Spanish-dominant) segment in the North Texas metropolitan area, The Dallas Morning News serves the general market in the area.” Al Día is distributed to subscribers in the main counties in North Texas – Collin, Dallas, Kaufman, Denton and Rockwall and distribution reflects where the Hispanic population lives.

Regarding the website, Barton does not see much overlap in content either. “The bulk of the traffic to Dallasnews.com comes from themes/content areas that are not supported through aldiatx.com (i.e. video, slideshows, topic blogs, etc.). The content on aldiatx.com is different, with about 85% coming from outside of the country. About 50% of Dallasnews.com users are local.” Al Día has a circulation of 100,000 home-delivered on Wednesdays and 100,000 home-delivered on Saturday with an additional 25,000 distributed through racks in key areas and retailers.

Are Content Preferences of Hispanics Becoming More Americanized?
“One large segment has become even more Americanized in their content interests – especially in sports and entertainment areas, and general youth culture. The Spanish-dominant resident has continued with a stronger interest in news/sports/entertainment information from Mexico. Both large groups share similar interest in local news and information, with certain topics like, say immigration, of more interest to our Spanish readers,” says El Nuevo publisher Daniel Cavazos.

San Antonio Express NewsConexion coverage has evolved from having more Spanish content and stories on entertainment to focusing more on local news and stories about local events and people,” notes editor Dino Chiecchi. “Staff writers and editors have received feedback from readers that they want more local news and they want to be able to read about an issue or event in Conexion that affects the local Latino community.” Interestingly, readers also prefer getting their information in English, based on feedback given to staff.

To Al Día’s Barton, “There are some content areas that remain consistent across platforms and generations. These are basic stories on the local and immediate environment, starting with education (local schools,) immigration, health, soccer, entertainment, etc. But, as the Hispanic community settles in an area (Dallas, for example,) their news needs evolve to include more cultural relevant stories, with greater interest in local government issues (elections, politics, etc.) as well as diversifying their interest in the aforementioned content. For example, Hispanics start caring about news on the Dallas Cowboys over time, even when they still care about soccer and news from their homeland. The news offer/demand changes simultaneously to the assimilation/integration process.”

Local Content, a Connection Point Advertisers Love
Most, Hispanic publications in Texas are free. That means that the vast majority of their revenues come from advertising. Advertisers love the fact that most of these media properties have a strong connection with their local communities.

To Jeremy Halbreich, Chairman and CEO of AIM Texas (the publisher of The Brownsville Herald, El Nuevo Herald and Extra), the strong community and local media appeal of many Hispanic media properties is a distinct advantage for advertisers. AIM Texas publishes English and Spanish-language newspapers in the Rio Grande Valley and in Odessa, West Texas. Halbreich says that “we are very fortunate that both Odessa and the Rio Grande Valley are strong, attractive growth markets today and for the foreseeable future. The Rio Grande Valley has a population of between 1.2 and 1.3 million and we cover the market with four daily newspapers – three English language in McAllen, Harlingen and Brownsville and one Spanish language in Brownsville, a large 2X weekly English language publication in Weslaco, a weekly English language publication serving South Padre Island and a large Spanish language weekly publication serving the entire Rio Grande Valley region. The Rio Grande Valley growth is fueled by medical services, education, retail, construction, oil and gas, agriculture and the influence of Mexican nationals.” Halbreich says that Spanish-language advertisers in AIM Texas print and digital properties include Sprint Mobile, Mansi Media, T-Mobile, Gemstone, Colgate, News America Spanish Co-Op, Chrysler, Magnet Media, Boost Mobile and AT&T.

The Strength of Home-Delivery
Another feature advertisers, particularly big-box retail advertisers, like about Texas Hispanic publications is that many of them are home-delivered. Retail advertisers like to reach household purchase decision makers, mostly Latina housewives, at home. Contrary to rack distributed newspapers where inserts (FSI’s) can be lost easily before (and if) the publication reaches homes, home-delivered publications guarantee that the inserts
reaches the reader’s home.

Houston Chronicle’s La Voz, the most widely distributed Hispanic newspaper in Houston, with a Wednesday circulation of 200,000 and Sunday circulation of 230,000 copies also relies on home-delivered circulation to lure retail advertisers. In fact, the newspaper substantially increased its home-delivered distribution last year to better satisfy advertiser demand. Andres Valdez, National Sales Manager at La Voz says that the “FSI business has been very significant in the growth of La Voz in 2013. With the circulation changes that were implemented and the addition of home-delivery La Voz de Houston has grown by 95% in comparison to 2012 YTD with the 4th Qtr. just beginning. “FSI advertisers in La Voz include Smart Source, P & G, Sears, Wal-Mart, Rooms To go, Fry’s and Staples.”

According to Redan Media’s Brent Murphy, Mercado Bilingue was the first publication in the Dallas/ Ft. Worth area to utilize direct distribution to deliver an advertisers’ message directly into the hand of the Hispanic consumer. “A lot of agencies and advertisers are surprised when we tell the story that Mercado Bilingue has been in the DFW market longer than both Al Día and our current partner La Estrella,” Murphy notes. In addition, our direct distribution, sampling and door hanger business has been in operation for over 25 years – that’s reaching a lot of homes.”

Genevieve Flores, general manager of Conexion in San Antonio, tells Portada that the publication’s FSI business is a “very important part of the business.” Most recently we had a grand opening insert from Gander Mountain, they just opened a new location here in San Antonio, Texas. Other retailers that participate in our insert program are Rooms to Go, JC Penney, Conn’s, Sears, Target, Wal-Mart, just to name a few.”

Al Día’s Barton also stresses the importance of the FSI business: “The FSI business contributes significantly to our revenue and is very important both to our advertisers and readers. While digital coupon usage is growing exponentially, many Hispanic grocery stores and retailers, don’t accept mo- bile coupons. Also, printed coupons are key during special retail shopping time frames such as back to school and holiday. According to “Placed Insights, 2013”, during the recent back to school period 46% of parents preferred to receive their promotional offers via print. Our recent back to school advertisers included Wal-Mart and Target who complemented their FSI buy with ROP.” Al Día also distributes Vista magazine, a women oriented national magazine published by impremeMedia.

WHAT: The NHMA (National Hispanic Media Alliance)  launched with the mission to be the leading Hispanic print media advocacy group in the nation. NHMA represents   community based Hispanic publications and showcases the value of cultural relevance and the power of hyperlocal content.
WHY IT MATTERS: Over the years  industry observers have voiced their concerns about the lack of a strong Hispanic print media advocacy group. This role has been traditionally occupied by the NAHP (National Association of Hispanic Publications founded in 1982). It is not clear yet whether the NHMA and the NAHP will complement each other or compete.

The National Hispanic Media Alliance (NHMA) is launching. The new organization launches with the mission to be the leading Hispanic print media advocacy group in the nation, representing prominent community based Hispanic publications; showcasing the value of cultural relevance and the power of hyperlocal content.

Chair of the Industry Professionals Advisory Board and an essential supporter of the NHMA is Trevor Hansen, CEO o multicultural media placement firm EPMG. Hansen tells Portada that the NHMA will concentrate its efforts on four primary pillars; Education, Advocacy, Verification and Advancement. “The Education pillar will provide sales, editorial and technology webinars, industry standard tutorials, templates and guidebooks. Advocacy offers inclusion to the powerful, ‘Unified Voice’, showcasing the power of local print at industry conferences and various outreach efforts. Verification will facilitate the circulation audit and minority certification process, while Advancement will present access to an award-winning digital platform, directory with vendor discounts as well as an advisory board of national brand representatives who will lead the conversation in aligning the efforts and direction of Hispanic print media.” According to Hansen it is  “fundamental that publications join and become part of the ‘united voice’ – as there is greater influence in numbers, as well as participate and take advantage of the many benefits that will be available through the NHMA. Some compare the cost of membership to similar organizations and question joining. The investment made, is the outcome seen. As an industry, its time to make those steps forward, its time to learn from each and grow together.”

Some compare the cost of membership to similar organizations and question joining. The investment made, is the outcome seen.

Other key players at the NHMA include the founding board of directors; Fanny Miller, Publisher of El Latino Newspaper in San Diego, California and Chair of the NHMA, Roaldo Moran, Publisher & General Manager of Hoy in Los Angeles, California and Vice-Chair of the NHMA, Penni Barton, Publisher of Al Día in Dallas, Texas and Secretary of the NHMA and Anthony Ibarria, Publisher of El Especialito in New York City, New York and Miami, Florida and Executive Board Member of the NHMA. Recognizing the value of inclusion and publisher participation, the NHMA launches with the fifth position on the executive board open to nomination. Members of the NHMA may submit their nomination online at www.TheNHMA.org. The fifth BOD member will be announced in January.

A competitor or a complement to NAHP?

EPMG’s  Hansen did not directly answer the question on whether the new organization’s aim is to  substitute or complement the NAHP (National Association of Hispanic Publications, an organization founded in 1982 with similar objectives and goals) but noted that “developed by current publishers and industry professionals, the NHMA understands the needs of publishers. Unique to the efforts of similar organizations, the NHMA will concentrate its efforts on providing its members with quality resources and useful tools to accelerate the advancement to a standard valued within its industry. As publications continue to strengthen their core products and evolve with new technology, the NHMA will share the story of the powerful, hyper-local media opportunity its members offer local and national brands.” “Like in any organization; when there is a need, leadership is strong and the mission is clear… success is just a matter of getting it done. The NHMA has the right people and resources in place to make it happen.”


What:Marketers are gearing up early in anticipation for 2014’s Fifa World Cup, in Brazil. It is seen as the most important news event platform for Hispanics. Many marketers, including Gonzalo del Fa, president Group M Multicultural in New York City, began conversations with their clients in 2012 and have already closed some of those deals. Digital media has increased tremendously since 2010’s Fifa World Cup.

Why it matters: 3.2 billion people around the world watched the 2010 World Cup. In addition, as Group M’s del Fa puts it, the World Cup is “DVR proof: 90% of views are live.” That is attractive to marketers as viewers are less likely to skip commercials. Also, because of the many options people have to watch their favorite television shows after originally airing – YouTube and Netflix, as well as digital recording devices – sports programming is seen as a better bet.

The 2014 Soccer World Cup to take place next summer in Brazil will be a major factor in Corporate America’s marketing plan towards the U.S. Hispanic population. Already at the end of 2012, major agency executives started to discuss with their clients their involvement in next year’s major event.

“We started the conversations with our clients at the end of 2012 and we have already closed deals for some of them. We have only few negotiations left that we expect to finalize in the next weeks,” Gonzalo del Fa, president Group M Multicultural in New York City tells Portada®. Group M’s clients include major marketers like AT&T, Macy’s, Subway and Ikea. “We started looking at partnerships for our beer client for 2014,” says Oury Tamboura, Senior Media Manager at Horizon Media in Los Angeles, where she plans and buys Hispanic media for clients including Crown Imports (Corona). “We have been talking about how to approach the World Cup with many of our clients. Given the scope and scale of the event, there are many ways to get involved and integrate a World Cup strategy as part of a client’s holistic approach from now through the games next year,” says Marla Skiko, VP and Director of Digital Innovation for SMG’s Multicultural Division.

“The World Cup is the most important news event for Hispanics every four years. It’s the Superbowl, Final Four, World Series and NBA Finals all in one,” claims Penni Barton, publisher of the Spanish-language newspaper Al Día Texas.

“As we all know, World Cup is a huge event for the Hispanic community because ‘fútbol’ is part of our lives,” says Group M’s del Fa. Del Fa, who is based in NYC but was born in soccer-crazy Argentina, notes that the World Cup is also a truly global event as 3.2 billion people watched the 2010 World Cup around the world. “That is why many clients are looking at this asset as a global initiative, not just a local effort. Even in the U.S., the World Cup is not just a Hispanic event – over 24 million people saw the final between the Netherlands and Spain in 2010. Almost 9 million of them watched it on Univision and almost 16 million did so on ABC.

The Soccer World Cup is ‘DVR proof: 90% of views are live.’

One question mark remains in the midst of all the excitement. In mid-June millions of Brazilians took to the streets all over the country in social protests for more education, health and transport services. Protesters armed with screwdrivers and slingshots clashed with police near Rio’s legendary Maracana football stadium where Brazil defeated Spain to win a third successive Confederations Cup. According to many of the protesters, the Brazilian government cares more about the FIFA World Cup and Olympics than about education and healthcare. Despite the social turmoil, polls have shown more than two-thirds of Brazilians support their country hosting the World Cup for the first time since 1950. Sports media entrepreneurs do no foresee major disruptions during the 2014 World Cup. “We have full confidence in Brazil’s infrastructure and security, as well as the coming together of the people of Brazil in delivering a successful World Cup,” says Félix Sención, CEO and Founder of The Mundial Group.

For many brands sports marketing budgets can take a share of more than three quarters of overall marketing budgets. One such example is NAPA Autoparts, whose Hispanic Advertising Agency is Atlanta-based PM Publicidad. Napa Autoparts is the official sponsor of the Méxican Soccer Federation as well as of the Tour of the Méxican Soccer National team in the U.S.

One publication that receives mostly men oriented advertising is Fútbol Mundial. A publication exclusively devoted to soccer, it has a circulation of 904,000 and is published as an insert in the leading Spanish-language newspapers coast-to-coast. “For 2014, we are expanding circulation and are receiving bids to be part of the larger distribution during World Cup year,” says publisher Félix Sención. Sención also leads a digital ad network called Mundial Sports Network. “Mundial Sports Network is offering fully integrated digital sponsorships for the World Cup across all 4 screens. We reach millions of Hispanic sports fans across our network of affiliates, and we produce and publish original, branded sports content for our advertisers including full brand integration within our coverage,” Sencion adds.

Most importantly, as Group M’s del Fa puts it, the World Cup is “DVR proof: 90% of views are live,” says del Fa. In the era of time shifting technologies, this is extremely attractive to marketers, who know that live viewers are less likely to skip commercials.

Sports programming is a better bet for network broadcasters than almost anything else. The rise of online video providers – such as Netflix and YouTube, as well as the increasing use of digital recording devices – are giving audiences unprecedented choices about what they watch and when they watch it. That is why ratings for most TV networks have fallen sharply. The big exception is sports, which has been practically unaffected by the general ratings declines. According to a Nielsen study, viewers watched 97% of sports programming live in 2012, down slightly from 98% in 2008. Those same viewers watched just 75% of non-sports programming live, down sharply from 93% in 2008.

ESPN, which has aired every World Cup except one in 1982, has the English-language TV rights to the 2014 Soccer World Cup in Brazil. Fox won the rights to the 2018 and 2022 World Cups. Univision holds the 2014 Soccer World Cup Spanish-language broadcast rights. However, in 2011, Telemundo won the Spanish-language rights to air the 2018 and 2022 Soccer World Cups over Univision, which has aired every World Cup tournament since 1978.

Soccer World Cup broadcast rights belong to the most coveted content properties. Interestingly the rights to air in Spanish-language are worth more than the rights to air in English: Telemundo paid more than US $600 million for the Spanish-language rights to air the global soccer tournament in 2018 and 2022, more than the US$ 400 million Fox paid for the English-language rights.

While the networks sell TV ad space inventory to national advertisers, other organizations often sell to local and regional advertisers. This is the case of Time Warner Cable which sells local advertising into ESPN properties, including the 2014 Soccer World Cup.

While broadcasters usually get the lion’s share of marketer’s World Cup investment, digital and print media properties also typically boost their offerings during the World Cup and the weeks leading up to it. Al Día Texas’ Penni Barton, notes that the World Cup represents a tremendous opportunity for Al Día. “We’ll explore expanding our portfolio of print offers via special supplements, insertion campaigns, themed-content sponsorship’s and magazines. Likewise, we’ll explore leveraging opportunities for digital, mobile channels and events.”

‘It will be one of the largest sports events of the century: Time zone is just 1 hour difference from U.S. EST.’

Digital at the Core
The Soccer World Cup takes place every 4 years and the media and advertising landscape has changed since the 2010 South Africa World Cup, particularly digital media.

“The amount of digital viewers has grown robustly since 2010 and the digital inventory is broader across platforms and now includes online, mobile and tablets,” says Francisco Morillo, Digital Media Buyer and Planner at Hispanic Group in Miami. He adds that, nowadays “rich media provides a wide variety of creative ad units and online video ads retain the audience at one site for longer period of times.”

SMG’s Skiko notes that “as the use of digital media continues to grow across multiple screens and devices, it is important we approach any plan or program with digital at the core. The Soccer World Cup is no exception as we know engagement will be happening on many devices and in real time. We believe social and mobile will be especially crucial. Advertisers need to find the best ways for an overall integrated approach that capitalizes on how people will be not only watching, but also discussing, sharing and commenting on all aspects of the games and their teams.”

The Local World Cup: Grassroots Soccer Leagues
Grassroots amateur soccer events are a great way for many media properties to connect with the local community as well as to increase revenue streams from sponsorships. Copa Al Día, organized by Dallas/Ft. Worth Al Día, features 136 teams for approximately 1,500 local youth players, ages 5-14 years old, and is open to both select and recreational teams. Copa Al Día 2013 is presented by The North Texas Chevy Dealers Association in partnership with Burger King, MetroPCS, Azteca Dallas 55, and ESPN Deportes Dallas 1540 AM. New York City’s Spanish-language daily newspaper Diario de México USA organizes a similar league in the New York Metropolitan area.

Another grassroots soccer league organizer is Alianza de Fútbol Hispano, an organization exclusively focused on the organization of soccer leagues. Founded in 2004 by Brad Rothenberg and Richard Copeland, Alianza de Fútbol Hispano is one of the largest grassroots soccer programs in the United States, hosting amateur, soccer clinics, and access to pro scouts from the Liga MX, Major League Soccer (MLS) and American colleges and universities. Alianza de Fútbol Hispano recently struck a deal with LeadDog Marketing through which Alianza de Fútbol will launch the Alianza U program, in partnership with Verizon. The program is designated to help Hispanic players and their families understand and navigate through the college recruiting and admission process. Alianza U provides year-long access to students, helping them with the college application process, college recruitment requirements, financial aid and scholarship information.

LATAM Websites
Hispanics love to go to Latin American sports websites to follow major sports events. Journalists at these websites cover soccer matches with a lot of knowledge, passion and resources. Major sports sites include México’s mediotiempo.com, published by Time Inc. owned Grupo Editorial Expansion and Argentina’s canchallena.com (published by La Nacion) and ole.com.ar (owned by Clarin). Spain’s Marca.com (Unidad Editorial) and As.com (Grupo Prisa) also attract substantial U.S. Hispanic audiences.

Miami based Medula Network, an online ad network that targets the U.S. Hispanic and Latin American space, that grew out of PAL (Periodicos Asociados Latinoamericanos) offers U.S. Hispanic impressions and customized packages in the online sports sections of its Latin American newspaper affiliates. Medula CEO Vicente Jubes notes his network also sells U.S. Hispanic audiences that visit 100% sports oriented sites such as Marca.com, Ole.com.ar, Diez.hn, Sport.es, As.com, Libero.pe and Laaficion.com.

A CRM Tool and Media Vehicle
One company that has been able to develop a very strong database of Hispanic and non-U.S. Hispanic U.S. soccer fans is Sports Endeavors. It is known to many as Eurosport, the title of its soccer catalog, which has a circulation of 1 million a year and is dropped nationally 14 times a year.

Based in Hillsborough, North Carolina, Sports Endeavors, Inc. was founded in 1984 by the Moylan family to provide American soccer players with equipment and information. In almost three decades it has developed into an Amazon.com of soccer related items such as equipment, apparel, footwear etc…. Sports Endeavors has benefited from the fact that the U.S. has one of the most diverse soccer fan bases in the World. This fan base includes constituencies as diverse as Major League Soccer Fans, Hispanic Fans, European Fans as well as Amateur Soccer Players.

“Sports Endeavors sales to Hispanic consumers amount to approximately 20% of its overall sales volume,” says Vicente Navarro, Hispanic Market Director at Sports Endeavors. The company’s database includes more than 100,000 addresses of Hispanic active buyers and 6 million different data points on Hispanic households. Most of these clients receive the Eurosport catalog, which has an average page count of 100 pages.

85% of Sports Endeavors sales occur over its different websites (e-commerce). Its main website is soccer.com which according to Navarro receives more than 4.5 million unique users every month. Soccer.com showcases a selection of top of the line soccer merchandise used by world-class players and teams. It carries brands including Adidas, Diadora, Nike and Puma.

The U.S. Has One of the Most Diverse Soccer Fan Bases: MLS Fans, Hispanic Fans and Amateur Players.

Another feature of Soccer.com is that consumers can shop by players, countries or famous soccer clubs. Soccer.com also hosts official online stores for apparel and equipment of many famous international soccer clubs, including Real Madrid, F.C. Barcelona and Bayern Munich.

While Sports Endeavors Inc’s primary objective is to sell soccer and other sports related items, it has developed a large client database which it offers to marketers interested in reaching the U.S. and U.S. Hispanic soccer fan. The digital and print media Sports Endeavors offers includes Package Inserts, Inserts and ROP ads in the Eurosport catalogue, e-mail marketing as well as display and rich media advertising on soccer.com. Sport Endeavors clients include American Airlines, Budweiser, Lowe’s. ESPN Deportes magazine has been inserted in the past in packages that Sports Endeavors mails out to its Hispanic clients. Notmusa’s Record Magazine has also been inserted in the Eurosport catalog.


Penni Barton just started in her new position as Publisher of Al Dia Texas. Portada interviewed Barton on her approach and objectives as the new leader of the Dallas, Texas, Hispanic newspaper.

Penni BartonThe Integer Group, where you worked until recently, is specialized in shopper and retail marketing. What insights did you gain there that are particularly useful to increase Al Día’s revenues?
Penni Barton, Publisher Al Dia Texas: “Today many CPG clients are thinking about marketing from the store back and in essence have taken the traditional purchase funnel and  turned it upside down.  Instead of just thinking about driving awareness they’re thinking about how they can close the sale at retail.  By understanding how marketers are approaching marketing and media to target their shopper, we will be better positioned to integrate Al Día into their plans. Al Día is the largest Spanish-language newspaper in North Texas and because of our targeted in-home distribution, we have loyal readership base that is engaged with our newspaper and content.”

The World Cup is the most important news event for Hispanics every four years.

 You lived in Uruguay in your childhood, what differences do you see between Latin American and U.S. Hispanic audiences?
“I think the most obvious and biggest difference is that while the US Hispanic population is growing, Hispanics are still not considered mainstream and we still need to educate on the importance of our target segment and compete for media dollars. While the values our Hispanic audience shares are very similar to Latin American audiences (religion, family) the specific issues they face are very different – how to navigate the education system, immigration and health care. Hispanics are not only the faster growing demographic in the U.S. and the largest minority, but also the average income and spending habits continue to grow year over year. This makes for an attractive proposition for advertisers and media companies alike.”

What opportunities in terms of new advertising and (maybe) circulation revenue do you see related to the upcoming 2014 Soccer World Cup?
P.B.: “The World Cup is the most important news event for Hispanics every four years. It’s the Superbowl, Final Four, World Series and NBA Finals all in one. This represents tremendous opportunities for Al Día. We’ll explore expanding our portfolio of print offers via special supplements, insertion campaigns, themed-content sponsorship’s and magazines. Likewise, we’ll explore leveraging opportunities for digital, mobile channels and events.”

Our role is to provide independent, up-to-date local news that are of relevance and impact to our readers.

What are in your view the main features of the Hispanic newspaper of the 21st Century?
P.B.: “Our role is to provide independent, up-to-date local news that are of relevance and impact to our print readers’ lives, as well as important  issues like immigration, education, the economy, health care, among others. But Al Dia is also positioning itself as a source of news updates and up-to-date information on our website (aldiatx.com) and mobile products.  At the end of the day, we strive to be a trusted resource for the Hispanic population in the North Texas area.”

 What advantages and disadvantages do you see in Al  Dia Texas being part of the Dallas Morning News?
P.B.: There are no disadvantages to Al Día being a part of the Dallas Morning News. Being part of the Dallas Morning News family of products gives us access to national accounts and we’re able to leverage scale in terms of sales, marketing, distribution and production. We are an autonomous publication with our own editorial staff that has been serving the Spanish-language audience in North Texas for the last 10 years; but we also are able to leverage the benefits of belonging to the largest news media company in Texas with 127 years of experience.”

People change positions, get promoted or move to other companies. Portada is here to tell you about it.

Al Dia TexasPenni Barton is the new publisher at Al Dia – Texas.  Barton, a native of England who grew up in Uruguay, brings more than 20 years of experience in comprehensive brand, retail and shopper marketing working with Fortune 500 companies including Yum Brands, Dr. Pepper/Seven Up, and FedEx Office.As head of Al Día, Barton will be responsible for overall management and strategy of the publication’s business and brand, including editorial, marketing, circulation and sales (along with all the digital components for each area). Most recently, Barton served as Vice President and Group Account Director at The Integer Group, Dallas where she managed both general market clients and Hispanic clients.

Amelie Ferro is the new publisher of the Magazine That’s Life/ Esto es Vida (Latam/Spain). She also is the publisher of Alma Magazine (US Hispanic). She was previously CEO at Publicitas Latin America.  That’s Life! is a magazine is aimed toward a young female demographic and specialises in gritty real life stories contributed by its readers. The magazine is published by H Bauer Publishing,

Bob LordBob Lord is leaving Publicis Groupe’s Razorfish to run AOL Networks. On Aug. 1, Lord, the outgoing CEO of Razorfish, starts as CEO of AOL Networks, the company’s programmatic ad buying arm. Lord will also manage the Publicis-Groupe-AOL partnership, a strategic partnership to deliver Live Internet Advertising on a global scale.



Ivonne Kinser is the  new Digital Strategist/Head of Digital & Social Media at Rocket Red, a Dallas headquartered creative advertising agency that focuses on non traditional communications.

Ruth Gaviria has been promoted to the position of executive vice president of Corporate Marketing at Univision.  The announcement was made  by Kevin Conroy, president of Digital and Enterprise Development at Univision Communications, Inc. who also oversees the Company’s Corporate Marketing and Research functions.

Univision  also announced two appointments focused on research and analytics. Dan Murphy has been appointed senior vice president, Audience Measurement and Analytics and Kevin King is joining the Company as senior vice president of Digital Research. The announcement was made today by Elizabeth Ellers, EVP, Corporate Research, Univision Communications, Inc. In his new role, Murphy will work closely with Ceril Shagrin, Univision’s EVP of Audience Measurement and Analytics, in managing third-party industry relationships and experiments for the Company. King will help lead the company’s ongoing efforts to provide the type of digital programming and content the Univision audience prefers.

Dieste Inc. has hired Ciro Sarmiento as Executive Creative Director, officially starting on July 1. Ciro will report to Dieste’s Chief Creative Officer, Paco Olavarrieta, and will work across all the agency’s current clients.

The New York Times executive editor Jill Abramson announced a slew of changes in newsroom leadership this afternoon. The goal of the shakeup, according to Abramson, was “to find the best digital talent in the newsroom and appoint people to very senior editing roles that report directly to Dean [Baquet, her managing editor] and me.” Sam Sifton will leave his job as national editor, and will now head up a new digital magazine project in the tradition of last December’s Pulitzer-winning digital-immersion feature, titled “Snowfall,  Arthur Gregg Sulzberger is leaving his metro post to become the “editor in charge of a new ideas task force. Larry Ingrassia and Ian Fisher are promoted to assistant managing editor positions.

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