{"id":12064,"date":"2006-03-01T12:00:00","date_gmt":"2006-03-01T05:00:00","guid":{"rendered":"https:\/\/www.portada-online.com\/2006\/03\/01\/de-donde-crece-la-palma-hispanic-audiences-want-news-from-home-3\/"},"modified":"2013-01-03T21:54:14","modified_gmt":"2013-01-04T02:54:14","slug":"de-donde-crece-la-palma-hispanic-audiences-want-news-from-home-3","status":"publish","type":"post","link":"https:\/\/www.portada-online.com\/hispanic-media\/hispanic-newspapers\/de-donde-crece-la-palma-hispanic-audiences-want-news-from-home-3\/","title":{"rendered":"De Donde Crece la Palma: Hispanic audiences want news from home [2-A]"},"content":{"rendered":"

When you consider the sheer <\/span>number of Latinos living in the <\/span>United States, and the fact that <\/span>people are intrinsically interested in <\/span>knowing about what is happening <\/span>where they come from and may have <\/span>family, what you end up with is a <\/span>wealth of demand for Latin American <\/span>news in the USA. The question is: Can <\/span>content providers satisfactorily meet <\/span>such overwhelming demand?<\/span><\/p>\n

Carlos Verdecia is Editor in Chief <\/span>of Tiempos Del Mundo<\/em>, a Spanish-language <\/span>weekly that is published in both <\/span>the U.S. and Latin America. The paper’s <\/span>scope is quite broad, dealing with <\/span>major issues in Latin America, and the <\/span>same version is published in both markets. <\/span>When asked whether content <\/span>providers were going to be able to <\/span>meet the heavy demand for countryspecific <\/span>Latino news, he responded: <\/span>“Well I can really only speak for us. <\/span>Tiempos Del Mundo <\/span><\/em>reports on the <\/span>major trends in Latin America. Being a <\/span>weekly paper, we really aren’t in a <\/span>position to break news. Instead what <\/span>we do is to take dominant issues and <\/span>examine them in-depth.”
\n<\/span><\/p>\n

MONEY SENT FROM THE <\/span>UNITED STATES<\/span><\/strong><\/p>\n

<\/span><\/p>\n

Verdecia points out that one major <\/span>area of interest for Hispanic audiences <\/span>is politics. With so many families relying <\/span>on money sent from the United <\/span>States, there is a great amount of concern <\/span>over the stability of institutions at <\/span>home, and general political trends. The <\/span>political trend to the left that is fermenting <\/span>in Latin America is surely of <\/span>interest to most Latinos, no matter <\/span>where exactly they are from: “So what <\/span>we try to report on are themes that <\/span>have broad appeal and are relevant to <\/span>wide-ranging audiences. There are <\/span>about ten different major elections <\/span>being held across Latin America in the <\/span>next year. With the recent movement <\/span>toward the left, you can bet that people <\/span>are going to be very interested in how <\/span>that situation develops,” says Verdecia.<\/span><\/p>\n

<\/span><\/p>\n

<\/span><\/p>\n


\nSEGMENTATION<\/strong><\/span><\/p>\n

<\/span><\/p>\n

Michael Malone, Media Specialist <\/span>for Florida-based Efe News Services, <\/span>sees personal relevance as the key to <\/span>understanding the news demands of <\/span>Latinos living in the United States. <\/span>“There is the dated perception of the <\/span>Hispanic audience in the U.S. as being <\/span>this very homogenous group, when in <\/span>fact it is quite the opposite. As a result, <\/span>what Latino readers really want is personally- <\/span>relevant news; the stuff that <\/span>effects them directly.”<\/span><\/p>\n

Malone says security issues and <\/span>political matters from one’s native <\/span>country are particularly important to <\/span>Latino readers, since those issues have <\/span>the greatest impact on the readers and <\/span>their families living abroad. <\/span> <\/span><\/p>\n

<\/span><\/p>\n


\nINCREASED<\/strong> DEMAND<\/strong><\/span><\/p>\n

Even broader-based content providers <\/span>such as Newscom are responding <\/span>to increased demand for content from <\/span>Latin America. Sales Manager <\/span>Courtney Carson told Portada® that <\/span>Newscom recently signed a major deal <\/span>with GDA (Grupos de Diarios <\/span>America), a major Latin American news <\/span>aggregator. The deal grants Newscom <\/span>access to content from eleven Latin <\/span>American dailies, spanning all of South <\/span>and Central America. Putting the deal <\/span>into perspective, Carson commented: <\/span>“It is really quite a development, because <\/span>it speaks directly to this demand <\/span>among Hispanics for content from <\/span>their native countries. For instance, if a <\/span>Hispanic publication catering to a <\/span>Colombian audience wanted to supplement <\/span>their content, they could come <\/span>directly to our database and perform a <\/span>search that would provide them with <\/span>various options to choose from.” <\/span><\/p>\n


\nMATURING<\/strong> INFRASTRUCTURE<\/strong><\/span><\/p>\n

From all of the indications, Hispanic <\/span>demand for content appears to be trending <\/span>similarly to the general market: <\/span>toward greater segmentation. As we see <\/span>more specialized and region-specific <\/span>content emerging, and as the infrastructure <\/span>that delivers that content matures <\/span>and develops, it seems likely that the <\/span>supply will meet the demand for <\/span>country-specific Hispanic news copy. <\/p>\n

<\/span>Alex Andrews<\/span><\/em><\/strong><\/p>\n

<\/span><\/em><\/strong><\/p>\n

<\/span><\/em><\/strong><\/p>\n


\nFOCUS ON: CONTENT FOR HISPANIC PARENTS<\/span><\/strong><\/p>\n

A Q&A with Michelle Morgante, Assistant Bureau Chief of the Associated Press in Miami<\/p>\n

<\/span><\/strong>Q: Do you think that Hispanic parents' informational needs differ <\/span><\/strong>from Anglo parents?<\/span><\/strong><\/p>\n

A: Part of the answer depends on what income segment the publication <\/span>is targeting. If it's middle upper-class, then the publications <\/span>won't differ much from what you see in say Parents magazine: helpful <\/span>advice on behavior, health, recipes, and lots of reviews on products <\/span>such as toys, books and safety devices. <\/p>\n

<\/span>Q: What if the parents are newly-arrived immigrants?<\/span><\/strong><\/p>\n

A: If the target market is newly arrived immigrants or lower-income, <\/span>then the topics would be more basic – how to get medical care, how <\/span>to find a doctor, how to negotiate the school system, illness-prevention <\/span>– and less concerned with product reviews. <\/p>\n

<\/span>Q: Do you think there is a demand for bilingual Hispanic parenting <\/span><\/strong>publications?<\/span><\/strong><\/p>\n

A: I believe the trend in Hispanic pubs is away from bilingual and <\/span>more toward one language or the other. For example, Latina magazine <\/span>is an English publication that has reduced the amount of copy <\/span>being translated into Spanish. The Union-Tribune's weekly Enlace <\/span>has veered toward nearly all Spanish content. And many of the staffers <\/span>I talk to from Spanish-language pubs feel that mixing the languages <\/span>muddles the publication's purpose.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

When you consider the sheer number of Latinos living in the United States, and the fact that people are intrinsically interested in knowing about what is happening where they come from and may have family, what you end up with is a wealth of demand for La<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[42,5],"tags":[],"yoast_head":"\nDe Donde Crece la Palma: Hispanic audiences want news from home [2-A]<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.portada-online.com\/hispanic-media\/hispanic-newspapers\/de-donde-crece-la-palma-hispanic-audiences-want-news-from-home-3\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"De Donde Crece la Palma: Hispanic audiences want news from home [2-A]\" \/>\n<meta property=\"og:description\" content=\"When you consider the sheer number of Latinos living in the United States, and the fact that people are intrinsically interested in knowing about what is happening where they come from and may have family, what you end up with is a wealth of demand for La\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.portada-online.com\/hispanic-media\/hispanic-newspapers\/de-donde-crece-la-palma-hispanic-audiences-want-news-from-home-3\/\" \/>\n<meta property=\"og:site_name\" content=\"Portada\" \/>\n<meta property=\"article:published_time\" content=\"2006-03-01T05:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2013-01-04T02:54:14+00:00\" \/>\n<meta name=\"author\" content=\"Editorial Staff @portada_online\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Editorial Staff @portada_online\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.portada-online.com\/hispanic-media\/hispanic-newspapers\/de-donde-crece-la-palma-hispanic-audiences-want-news-from-home-3\/\",\"url\":\"https:\/\/www.portada-online.com\/hispanic-media\/hispanic-newspapers\/de-donde-crece-la-palma-hispanic-audiences-want-news-from-home-3\/\",\"name\":\"De Donde Crece la Palma: Hispanic audiences want news from home [2-A]\",\"isPartOf\":{\"@id\":\"https:\/\/www.portada-online.com\/#website\"},\"datePublished\":\"2006-03-01T05:00:00+00:00\",\"dateModified\":\"2013-01-04T02:54:14+00:00\",\"author\":{\"@id\":\"https:\/\/www.portada-online.com\/#\/schema\/person\/f3fb2347bd95efa69deaf2790defc3ec\"},\"breadcrumb\":{\"@id\":\"https:\/\/www.portada-online.com\/hispanic-media\/hispanic-newspapers\/de-donde-crece-la-palma-hispanic-audiences-want-news-from-home-3\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.portada-online.com\/hispanic-media\/hispanic-newspapers\/de-donde-crece-la-palma-hispanic-audiences-want-news-from-home-3\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.portada-online.com\/hispanic-media\/hispanic-newspapers\/de-donde-crece-la-palma-hispanic-audiences-want-news-from-home-3\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.portada-online.com\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"De Donde Crece la Palma: Hispanic audiences want news from home [2-A]\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.portada-online.com\/#website\",\"url\":\"https:\/\/www.portada-online.com\/\",\"name\":\"Portada\",\"description\":\"Marketing and Business News and Intelligence\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.portada-online.com\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/www.portada-online.com\/#\/schema\/person\/f3fb2347bd95efa69deaf2790defc3ec\",\"name\":\"Editorial Staff @portada_online\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.portada-online.com\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/86255aae500874b73e4bd2f36ca9e38a?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/86255aae500874b73e4bd2f36ca9e38a?s=96&d=mm&r=g\",\"caption\":\"Editorial Staff @portada_online\"},\"description\":\"Portada\u2019s mission is to help business and marketing professionals understand and reach consumers in the U.S. and Latin America. 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