March 31, 2008
Continuing with the hoopla regarding LATINO magazine (hey, I'm an Ad Guy!), I got the OK from the editor to republish it's cover article (my baby) on GrokDotCom, FutureNow's Marketing Optimization Blog, to which I contribute on a monthly basis.
Here's the first couple of paragraphs as a teaser:
Net Gain: Latinos Are Going Online More Than Ever
She’s part of a highly coveted demographic group, 18-34 year olds, that companies from Coca-Cola to Apple just can’t get enough of. Though her parents came from the Dominican Republic, she was born and grew up in the United States. She’s a fully bilingual, fully bicultural Latina, just about to finish her MBA. If you want to find her, you’ve got to go online.
Silvia has been on the internet since 1996, and uses it constantly for school, work, and at home. She communicates by e-mail, pays bills online, and prefers to shop at Amazon than go to the mall. Silvia catches up with friends on social networking sites such as Facebook and MySpace. She follows the news on AOL Latino and keeps up with chisme on Terra. When she misses an episode of a telenovela, she downloads it on Univision.com.
But her favorite spot in cyberspace is the Miami-based portal Batanga. Last year, the company received a shot with a $30 million dollar investment. It’s paid off, since that’s where Silvia spends about 80% of her online time.
That comes as no surprise to Batanga’s CEO Rafael Urbina: “It makes her feel good that her music is being played there, that her language is spoken there,” he says.