IT WORKED FOR OBAMA: Condé Nast and Hearst Corp. are going head-to-head to get a cut of the booming Hispanic market. Glamour is poly-bagging with its April issue a new supplement, the digest-size Glam Belleza Latina, or Latin Beauty, with a quarterly frequency aimed at its self-described Latina subscribers. Hearst had already branched out with Cosmopolitan for Latinas in May as a biannual, but it’s going quarterly in 2013, with the same on-sale dates as Glam.
To create a magazine catering to Hispanic women is a natural move, given the shifts in the United States’ demographic makeup. Time Inc.’s People en Español and Latina magazine got there first with launches more than 15 years ago. Condé and Hearst are playing catch-up. “The goal is to sit atop of the pyramid,” said Glamour publisher Bill Wackermann.
The supplements are an acknowledgement of the increasing value of Hispanics to advertisers; their buying power is estimated to reach $1.2 trillion this year. “The reason advertisers are so interested now is because the market and the consumer are booming,” Wackermann said.
For publishers, the supplements are a huge advertising opportunity.
Ads sold against Glam will also help shore up declines at the flagship, which finished the year 4 percent down. Ditto for Cosmo, which is down nearly 6 percent.
People en Español continues to be a juggernaut at the otherwise advertising-challenged Time Inc., up 11 percent in ad pages year-to-year, according to Media Industry Newsletter. Launched a year later, the monthly Latina, owned by Latina Media Ventures, doesn’t have as many ad pages — about 680 to People’s 1,055 — and is flat over last year.
Glam has a 250,000 rate base, with a newsstand presence in some top markets; Cosmo for Latinas has a 545,000 circulation target, with the majority sent to subscribers.
Glam has a narrow focus — beauty, whose marketers are big ad spenders. “Imagine if Allure and Latina magazines had a child together,” Wackermann said. From looking at focus groups and studies, Wackermann came to the conclusion it’s the subject that most interests Hispanic women. “She’s almost twice as likely to buy color cosmetics, twice as likely to be a fragrance consumer,” he said. “Beauty and celebrity are her two top interests.”
Glam will be edited by Veronica Chambers, a frequent contributor and author of the book “Black Women and Success,” though the supplement will share staff with Glamour, including art director Sarah Vinas. The magazine will be written in Spanglish, a combination of (mostly) English and Spanish. Designer Narciso Rodriguez and Hilaria Thomas, a yoga instructor and Alec Baldwin’s wife, are contributing.
Google Inc. is expanding its push to help more small businesses get online, this time en español.
The Internet search giant held a free seminar Tuesday to teach Latino business owners how to create and manage their websites and promote their businesses.
At a production studio in Los Angeles’ warehouse district — transformed for the day with colorful chairs and candy jars — Google employees explained in Spanish how to register domains, set up Google Alerts and use tools such as Google Calendar and Google Docs. Among those at the seminar were handymen, travel agents and insurance brokers.
“I have had many clients ask me if I have a website,” said Alejandro Gerakos, 34, a West Covina makeup artist who works for independent film studios. Gerakos, who said she didn’t see the importance of being online before, hopes the website will help her draw more local referrals and make her less reliant on work that requires travel. Her contract work often sends her as far as San Diego or San Francisco.
The Los Angeles event was only the second time Google has presented the program, launched in 2011, in Spanish. A similar event was held in Miami last week. It’s the latest effort the company has made in a push to increase its presence in the expanding Latino market.
Latino-owned businesses are growing faster than any other sector of the population, according to the U.S. Hispanic Chamber of Commerce. But Google says its data show nearly 60% of Latino-owned businesses in California don’t have websites.
“These people definitely want to be online because their target customer happens to be online, too,” said Mark Lopez, Google’s head of U.S. Hispanic audience. “Today, there’s a great deal of searching happening in Spanish.”
“This is the center, the heart, the soul of the Latino market in the Untied States of America,” said Los Angeles Mayor Antonio Villaraigosa, who attended the event. Speaking in Spanish, Villaraigosa addressed the participants, many of whom snapped photos with their cellphones, calling the event a “crucial service for Latino businesses.”
Of Mexican heritage, Marta Khadija, president of LALMA, La Asociación Latino Musulmana de América (The Latino Muslim Association of America - LALMA), converted to Islam in 1983. She had been unhappy with her spiritual life and when she moved to the United States, her Muslim friends began sending her Islamic texts and she visited a mosque. Emotional and powerful, this experience gave her peace.
Another Latino American, writer, innovator and self-identified indigenous Muslim, Mark Gonzalez, bases much of his work on the issue of identity. Gonzalez, who is of Mexican and French Canadian descent and was raised Catholic, began to explore Islam after practicing Christianity in a very deep way. He says, “In that process, I realized I didn't like the idea of a gate keeper.” At that time he was also working on restorative justice with families who were deported after 9/11. He began building relationships with people practicing Islam and converted.
America has always been recognised for its diversity, and is seen as a country composed of minorities who intersect with one another on a regular basis.
As a result, the steadily growing number of Latino Muslims in the United States is inevitable. According to Reuters, 2.6 million people practice Islam, one of the fastest growing religions in our country, and Hispanics, another rapidly growing group, currently comprise 17 per cent of the total US population. Of course these two populations would eventually begin to intersect, and what may at first feel like an uncommon link, seems almost natural.
When asked about her Mexican family's reaction to her conversion, Khadija says, “My mother thought I had joined some sort of cult.” But she soon came around after speaking to her priest who reassured her that her daughter was on the right path. Khadija says she generally doesn't feel judged by other Latinos and that she is able to live with both identities without any challenges. She thinks that part of it may be because she is still very connected to her Mexican roots and doesn't cover her hair. “I kept my culture,” she says. “I didn't adopt any dress from the Middle East.” Her organisation, LALMA, also maintains a good relationship with the Catholic Church in Los Angeles.
Gonzalez’s experience is similar. “Specifically, my work is about reshaping people's idea of identity,” he says. And as a poet and scholar, he travels around the world to spread his message. When asked about navigating the Latino Muslim identity he says that identity only becomes a problem when his heritage and spirituality don’t fit other people’s expectations.
There are no definitive statistics on the number of Latino Muslims in the United States, but estimates range from 100,000 to 200,000, depending on the organisation. Attorney and chaplain, Wilfredo Amr Ruiz says that his organisation, the American Muslim Association of North America, has seen an exponential increase in requests for Spanish language Qur'ans in the last 10 years. They also receive hundreds of requests for Islamic texts from prisons every week, indicating that some converts come from the prison system.
Not a homogenous group, Latinos find Islam in myriad ways. Some convert as a result of romantic relationships. Others want to reconnect with religion or are academically interested. For Wilfredo Amr Ruiz, it was curiosity that led him to Islam. He was looking to reconnect to religion when he saw an Islamic centre being built in San Juan, Puerto Rico and decided to explore.
Ruiz says that some Latinos initially reject Islam because of the unfavourable images formed by the media, but some come to find that they share many of the same moral values as Muslims. He also points out that some Latinos with a connection to Spain are attracted to the religion because of the long history of Muslims in Spain.
Latino Muslims like Gonzalez, Ruiz and Khadija are creating a unique American identity. “Islam is a religion that, at its core, has to be culturally relevant to those who practice it,” Gonzalez says. “Latinos are forming a culturally relevant form of Islam.” As Americans, we need to make space in our minds for these new communities.
Hispanic Millennials, who are a highly mobile and digitally connected generation, are the prime movers of smartphones and tablets. This group helps drive the dominance of social and networking sites such as Facebook, Google+, Instagram, Twitter, and YouTube. Latinos, known for their sociability, have firmly established their presence in the online world.
New platforms targeting Latino usage are quickly gaining momentum in the market with organizations like Latinos In Tech Innovation and Social Media (LATISM) pioneering a better future for Latinos via the power of social media. Hispanics Millennials on Twitter use the “#latism” hashtag to watch conversations about anything and everything Latino.
The goal of such digitally-inspired organizations is to advance the social, civic and economic status of the Latino community, and through various popular hashtags they’re able to increase Latino visibility on social networks. Using these hashtags such as “#latism” is an effective way for marketers, advertisers, journalists and consumers alike to keep current on news and topics relevant to U.S. Hispanics.
Last year, LATISM surveyed more than 12,000 bloggers as part of a study that unveils insights into what motivates Latino/a bloggers and the issues that trigger most. These findings give brands, marketers and industry leaders alike a deeper connection to the behaviors and habits of one of the most powerful groups online.
2011 Survey Key Findings about Social Media:
61% use social media for personal purposes, followed by Business, Self Promotion and for doing Social Good.
The top three blogging topics are Latino Issues (45%), followed by Social Good and Education.
Reasons for blogging vary by individual, but a common thread is their deep connection to their community and their faith in the power of blogging as a tool for change.
The majority (48%) prefer to shop online.
Price is the biggest driver at the time of purchase.
The overwhelming majority described Education as the top priority Latino issue, followed by Health and Jobs.
The marriage of social media and the growing number of Latinos online, whether via mobile/smartphone or tablet, is becoming an important part of the messaging channel for marketers. Connectivity combined with sociability and community awareness is a hallmark of today’s Hispanic Millennial generation. Expect this trend to continue into the New Year and beyond.
Sixty-five percent of U.S. Hispanics are Millenials, ages 22 to 35. Consequently, this specific demographic is expected to significantly influence the ethnic group's overall eating habits, according to information company The NPD Group.
NPD's food and beverage market research finds that heritage plays an important role in food preparation for U.S. Hispanic Millennials as it does with U.S. Hispanics in general.
Ready-to-eat, fresh and from scratch are the most common food forms during Hispanic meal preparation, according to NPD's NET (National Eating Trends) Hispanic research, which captures in-home and away-from-home food and beverage consumption habits of U.S. Hispanics by level of acculturation.
U.S. Hispanic Millennials display a preference for Hispanic dishes that reflect their heritage, the report finds. Hispanic dishes are included in 7 percent of all meals consumed by Hispanic Millennials compared to 2 percent of non-Hispanic Millennial meals. Sandwiches are included in 16 percent of non-Hispanic Millennial meals and 10 percent of Hispanic Millennial meals. Rice, a popular U.S. Hispanic food, is included in only 3 percent of non-Hispanic Millennial meals.
"U.S. Hispanics are youthful and therefore represent future opportunities for food and beverage marketers, especially now that their population growth is coming more from births than immigration," said Darren Seifer, NPD food and beverage industry analyst. "Understanding which product categories appeal to each Hispanic consumer group will be critical to effectively connecting with these consumers and understanding the situations and motivations that drive category consumption will enable food companies to influence future sales to these groups."
Telemundo has long been like a remote Caribbean island, cut off from its sprawling media homeland.
NBCUniversal acquired the Spanish-language television network a decade ago for $2 billion but became discouraged by its seemingly limited prospects. But Comcast Corp.'s takeover of NBCUniversal last year may be building Telemundo a bridge to the mainland.
"Telemundo now has the full support of Comcast and NBCUniversal," said Emilio Romano, a former Mexican airline chief executive who was hired a year ago to run Telemundo. "For them, Telemundo is clearly a diamond in the rough."
The Miami-based network, which began in 1954 as a single Puerto Rico TV station, had long been viewed as an "East Coast" outlet infused with Caribbean flavor — not the right ingredients for the majority of U.S. Latinos, two-thirds of whom are from Mexico or are of Mexican descent.
Appealing to viewers with Central American heritage has become central to NBCUniversal's campaign to grow Telemundo. But there's a hitch: Telemundo's rival, Univision Communications, has a lock on Mexico's top-rated prime-time soap operas, plus contracts with top Mexican actors and the rights to some of the most popular Mexican soccer teams — making Univision the network of choice for most Mexican immigrants.
So Telemundo has had to shell out tens of millions of dollars to produce original programming to compete in the increasingly crowded field of Spanish-language television.
"They are a hungry No. 2," said Carmen Baez, president of Latin America operations for advertising behemoth Omnicom Group. "It's like that old Avis rental-car slogan: 'We try harder.'"
Since Comcast took majority control of NBCUniversal in January 2011, it has installed new management at Telemundo and increased the operating budget. Last year Comcast agreed to spend about $600 million for the rights to broadcast the FIFA World Cup soccer tournaments in 2015 through 2022 — nearly double the amount that Univision currently pays.
The company increased Telemundo's annual programming budget nearly 20% and steered more resources to local Telemundo stations, including KVEA-TV Channel 52 in Los Angeles — the nation's largest Spanish-language media market. KVEA has spent several million dollars improving its equipment, strengthening its broadcast antenna and converting to a high-definition signal. Last year it added a morning newscast, "Buenos Dias L.A.," and this year a Sunday local affairs program, "Enfoque Los Angeles."
"It's a 360-degree programming strategy built around cultural relevance," said Lauren Zalaznick, who oversees Telemundo as NBCUniversal's chairman of entertainment and digital networks.
For example, because many Latino families watch television together, Telemundo licensed films from Walt Disney Co.'s Pixar Animation Studios, creator of such blockbusters as "Toy Story" and "Cars," to build a Sunday night movie block. Telemundo has slowly bolstered its daytime schedule, sending its TV judge, Ana Maria Polo — who's been dubbed the "Latino Judge Judy" — on a road trip to Los Angeles and broadcasting more news from Mexico.
The company also has paid more attention to Mun2, its bilingual youth-oriented cable channel with a strong presence in L.A. This week the channel was dealt a devastating blow with the unexpected death of its reality show superstar, Jenni Rivera, in a plane crash in northern Mexico.
Telemundo draws an average of 1.2 million viewers in prime time, an increase of 5% over 2011 and 18% more than in 2010, according to ratings firm Nielsen. Univision's ratings have held steady but its second broadcast network, TeleFutura, is down 5% this year.
"Telemundo is a high-growth asset," Zalaznick said. "When we looked at the Hispanic American audience, we found that immigration growth in the U.S. had slowed considerably. We realized that we were looking at an existing pie, and if we wanted to grow, then we were going to have to take share away from our competitors."
The company's strategy is starting to pay off, said Lia Silkworth, co-managing director of the ad firm Tapestry, which specializes in Latin media.
"They are making a cognizant effort to be more balanced in who they put on camera — their music celebrities, actor choices and the story lines. It's a matter of being relevant to the largest possible audience," Silkworth said. "They are trying to be true to their audience, and having the audience see themselves in what they see depicted on the TV screen."
Silkworth and Omnicom's Baez said Telemundo stands out for advertisers because it develops its own dramas and produces them in the U.S. instead of importing them from Mexico. Marketers are able to insert their brands and products into the story lines, a practice called "product placement." For example, in the show "Corazon Valiente," a character's wife becomes jealous when he receives a phone call from another woman. But the man explains the caller is their State Farm insurance agent.
Consulting firm SNL Kagan estimated that Telemundo will generate about $340 million in revenue this year, an increase of 6.5% over 2011. The firm expects operating income to reach $62 million, an increase of 8.4%.
NBCUniversal's campaign to bolster Telemundo comes as other major media companies join the race to reach the estimated 50 million Latinos living in the U.S. Disney's ABC, Rupert Murdoch's News Corp. and Time Warner Inc.'s CNN have been gearing up new TV programming services to target Latinos.
Integrating Telemundo's operations within NBC long has been a challenge, but observers say they are seeing greater signs of cooperation. For example, Telemundo set up its operations near the NBC News anchor desk at Rockefeller Center in New York last month for its election night coverage. The network saw 30% higher audience turnout than in 2008.
Next year Telemundo plans to introduce a children's version of NBC's "The Voice," called "La Voz: Niños."
The network also has been beefing up its sports coverage. Although Telemundo's experiment to broadcast an NFL football game on Thanksgiving night was a turkey, last summer the network aired more than 170 hours of coverage from the London Olympics — a 20% increase compared with the 2008 Beijing Olympics — which produced strong ratings, particularly for soccer.
"You cannot underestimate the power of a strategic focus," Zalaznick said. "Our programming will resonate if it incorporates family values and themes such as testing of one's soul by pursuing the American dream, and achieving a better legacy for your kids than the one that you inherited."
Political strategists need to understand there is no single Hispanic vote.
December 10, 2012 By Miguel de la Torre
In meetings at GOP headquarters across the country, one can almost hear the party bosses ordering the delivery of binders of Hispanics.
This is not all bad. The Latina/o community, and by extension the United States, does well when Hispanics are found in both the Democratic and Republican Party -- as well as the Libertarian and Socialist Party.
The thoughts, ideas and voices of the large and fastest-growing group in the U.S. need to be at all tables, participating in and influencing the entire conversation. The last thing the Latino/a community wants is to be co-opted by any political party as a special-interest group used to deliver votes.
That said, I am a bit concerned with some of the attempts to woo us. It is great for our self-esteem to suddenly become the center of attention for both political parties. Nevertheless, the courting process needs to be conducted in a respectful and dignified manner.
To that end, here is some unsolicited advice.
1.) We are a people, not an interest group.
The reason many women were turned off by the GOP this past election season was because Republicans identified their concerns for them instead letting them speak for themselves. (The virtues of rape were not high on their list, and they cared about more than just jobs). So on Nov. 6, women spoke very loudly.
It is paternalistic to tell people – whether they be women in 2012 or Hispanics in 2016 -- what their issues are and therefore how they should vote. Don’t treat us as consumers to whom you can sell a used car.
A more successful path is to ask us. What are our issues and concerns? How do we envision the America of tomorrow? You may not like what you hear, but if you want us to walk with you, then you need to change your tune (i.e., immigration).
2.) We are not a race.
There is no such thing as a stereotypical Hispanic. They are white with blond hair and blue eyes, they are black with curly hair, and they are everything in between.
They have Native American features and/or Asian features. They are Catholics, Protestants, worshipers of the Orishas (African quasi-deities), Jewish, atheists, spiritualists and followers of Amerindian religious traditions.
Some speak “pure” Spanish. Others speak Spanglish and others only English. Still others converse in Cholo, Mayan, Náhuatl, or Pocho. Some have recently arrived in this country, while the ancestors of others were here centuries before the Europeans.
They live in the blank despair of the barrio and in the comfortable illusions of the suburbs. Some pick apples and grapes, others pick stocks and bonds. Do not treat us as some monolithic group where we all agree on the issues.
3.) We are not window dressing.
Finding an assimilated Hispanic who speaks with a Euroamerican voice and placing that person on a pedestal to be our spokesperson doesn’t mean that the rest of us will follow, let alone listen. There is a slang word that is used to disparage those people – coconuts. It means that they are brown on the outside but white within.
Ask yourselves: Are there more Latina/os on the stage than in the audience? If the answer is yes, we call that tokenism and find it offensive.
4.) Even if you recognize that we come from multiple nations of origins, there are major differences among us -- even within our own ethnic group.
This is why you will never find a spokesperson for our entire community. There are major political differences between light-skinned Cubans in Miami and darker-skinned Cubans in New Jersey. Chicanos in California have different priorities than Tejanos in Texas.
You do yourself a great disservice when you attempt to lump us all together. We are not unified, and that is not necessarily bad.
5.) Despite our differences, anti-Hispanic rhetoric tends to unite us.
You cannot expect our votes after telling us to self-deport. Even though most of us are documented, demonizing the undocumented by portraying them as freeloaders, criminals, diseased and subhuman is an insult to all of us.
As Aretha Franklin sang, all we are asking for is a little respect.
6.) If you plan to hang on to philosophies that are detrimental to the Hispanic community, don’t come a courting.
Most Latino/as subscribe to a world view that sees the government as a vehicle that can protect the marginalized from the abuses of the plutocrats. So don’t tell us the government is the problem.
If you want to dance, then you too must change to enter into a relationship. It is not only we who must assimilate and conform. So must you.
I look forward to the day when a Hispanic Republican runs against a Latina Democrat for the presidency of the United States. But until then, both parties need to learn how to make us true partners in creating the future of this country. We cannot settle for less.
A national group of Hispanic Republicans is demanding that columnist Ann Coulter apologize for a recent column they say is anti-Latino and anti-immigrant.
In an open letter posted to their website over the weekend, the Cafe Con Leche Republicans criticized Coulter for her column "America Nears El Tipping Pointo," which she published on Wednesday. In the column, Coulter mocks the current move by the GOP to appeal to Latinos, saying that Hispanic immigrants are not conservative. She claims that Hispanic immigrants are less likely to be married or go to church regularly, and are more likely to support gay marriage.
Coulter then mocked the idea that Latino immigrants are moral people. "(Michael) Barone has been assuring us for years that most of these Third World immigrants pouring into the country would go the way of Italian immigrants and become Republicans. They're hardworking! They have family values! Maybe at first, but not after coming here, having illegitimate children and going on welfare."
In response, the Cafe Con Leche Republicans called out Coulter for her bigoted statements. "Please stop referring to yourself as a conservative and an expert on liberals. Hatred of minorities and immigrants is not a conservative value," the letter stated. "If Abe Lincoln or Ronald Reagan could read your latest column, they would turn over in their graves. You obviously know nothing about the Latino vote, and your repeated and shrill rhetoric against Latinos are a major reason that so many conservative Latinos hold their nose and vote Democrat."
The open letter also pointed out that Coulter used liberal activist John Tanton to justify her over-generalizations of Latinos. Tanton is well-known for founding anti-immigrant groups and takes pride in using Republicans like Coulter to acheive his goals.
Coulter has a history of making controversial statements, and often seems more concerned with self-promotion and selling books than offering constructive dialogue. She recently angered many on both sides of the political spectrum when she called President Obama a "retard."
The Cafe Con Leche Republicans describe themeselves as "Republicans who think the GOP should be more welcoming to immigrants." The group was founded by Bob Quasius, a Republican who came to support immigration reform after seeing the struggles his Honduran wife endured in her efforts to become an American citizen. The CCLR has members in a number of states working towards greater support and understanding of immigrants and immigration reform.
Coulter has not yet responded to the open letter by CCLR.
The Latino culture has impacted U.S. grocery trends to the extent that it has redefined American cuisine, and the segment continues to play an integral role in the nation's food sector, according to "Hispanic Foods and Beverages in the U.S., 5th Edition," a new report released by market research firm Packaged Facts.
Overall, the U.S. market for Hispanic food and beverages has exceeded $8 billion this year, an increase of 3 percent from the previous year, and an increase of more than 8 percent from 2009. Packaged Facts projects that sales of Hispanic food and beverages will approach $11 billion in 2017, up 31 percent from present levels.
"Hispanic foods and beverages appeal to a wide variety of consumers, from Spanish-only speakers to multicultural consumers and foodies to, in fact, most households in America," said David Sprinkle, Packaged Facts' research director.
He noted that mainstream shoppers are branching out into less well-known Hispanic offerings due to the "popularity of foodie culture."
Almost 73 percent of Packaged Facts' survey respondents said they use Mexican food and ingredients. For Hispanics, the usage rate jumped to almost 84 percent. Considering the tremendous — and burgeoning — buying power of Latinos, this is a demographic that marketers cannot afford to ignore even while introducing products that appeal to a wider audience, according to the research firm.
Rockville, Md.-based Packaged Facts, a division of MarketResearch.com, publishes market intelligence on a wide range of consumer market topics, including consumer demographics and shopper insights, consumer financial products and services, and consumer goods and retailing, among others.