Archive for February, 2010
Wednesday, February 24th, 2010
Every year, there are a few occasions that seem to offer easy opportunities to connect with Hispanics, such as Cinco de Mayo, Three Kings’ Day or Hispanic Heritage Month. Advertisers new to the Hispanic market might think they can win new customers by appearing at cultural events or doing Spanish-language promotions around these occasions.
However, without a solid Hispanic marketing plan, promotions at cultural events are unlikely to win Hispanic consumers’ long-term loyalty. A company needs to be committed to Hispanic marketing before planning a Cinco de Mayo event. Otherwise, such promotions will likely be seen as either meaningless or opportunistic.
Although there’s no magic formula for success with Hispanics, there are a few criteria by which one can assess if a company has committed itself to the Hispanic market. Companies that have met all of these criteria are much more likely to find long-term success with Hispanic customers.
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Tags: AHAA, Best Buy, Cinco de Mayo, Hispanic, Hispanic Heritage Month, Hispanic marketing, HispanicPR, Kraft, language, Miller Coors, public relations, Sears, translation
Posted in AHAA, Best Buy, Cinco de Mayo, Hispanic, Hispanic Heritage Month, Hispanic marketing, HispanicPR, Kraft, Miller Coors, Sears, Spanish, language, translation | 25 Comments »
Thursday, February 18th, 2010
There’s been a great deal of controversy in the radio industry over Arbitron’s new ratings system, the Portable People Meter (PPM). The PPM is meant to give a more accurate measurement of radio listening, but since its installation, many stations have seen large drops in their ratings, particularly smaller and minority-owned stations. Many broadcasters are claiming that the PPM system undercounts minority audiences and are refusing to acknowledge the system’s validity. This controversy affects both broadcasters and communications professionals, whether in advertising or public relations, who depend on ratings to show clients a return on investment in Hispanic media.
Arbitron began testing the Portable People Meter in 2000. It’s a device that one wears like a pager, which picks up encoded audio signals from radio stations. Arbitron recruits participants by phone who agree to wear the PPM wherever they go, while radio networks encode a special signal into their broadcasts that Arbitron has designed for the PPM to pick up.
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Tags: Arbitron, Hispanic, HispanicPR, Latino, PPM, Radio, ratings, Spanish
Posted in Arbitron, Hispanic, HispanicPR, Latino, PPM, Radio, ratings | 13 Comments »
Wednesday, February 10th, 2010
Spanish-language radio is an essential tool for connecting with the Hispanic market (see our previous blog post). It’s listened to by both English and Spanish-preferring Hispanics, and Arbitron reports have shown Spanish-preferring Hispanics tend to have a stronger personal connection to radio than any other medium. Latinos value radio not only for entertainment but also for the education and support it provides their community.
Rochelle Newman-Carrasco, a marketing strategist with nearly 30 years experience with the Hispanic market, said, “Radio is the lifeblood of the [Latino] consumer and the culture…The communicators that are part of that medium [are] not just DJs, they are part of the community.”
On most English-language radio stations, music stations are all about entertainment, while news and talk stations handle serious issues. However, Spanish-language stations often combine the two. Pop morning shows mix humor with call-in segments where listeners can get advice on everything from jobs to health care and other needs.
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Tags: Census, growth, Hispanic, HispanicPR, Latino, Radio, Spanish
Posted in Hispanic, HispanicPR, Latino, Radio, Spanish, growth | 7 Comments »
Thursday, February 4th, 2010
For more than 40 years, 96.3 FM WQXR was known as New York City’s home for classical music. Owned by the New York Times, the station had a powerful signal, reaching listeners from the city to the suburbs of New Jersey and Connecticut.
Then on October 9, 2009, 96.3’s listeners awoke to X96.3 FM playing rhythmic Spanish hits. Univision Radio, had bought the 96.3 frequency for its new WXNY and given WQXR their former and less powerful frequency, 105.9.
These kinds of changes are happening in other major cities across the country, and they are a sign of the growing power of Spanish-language radio in America. New Spanish stations are popping up all across the nation, with audiences that include bilingual Hispanics of every age and generation. Hispanics spend more time listening to radio than non-Hispanics and see it as an important tool for keeping up with news.
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Tags: growth, Hispanic, HispanicPR, language, Latino, Radio, Spanish
Posted in Hispanic, Hispanic 101, HispanicPR, Latino, Radio, Spanish, growth, language | 8 Comments »