There’s Nothing More Fun Than Pitching Latino Media – PART 1

SJG conducted a Q&A with Angélica Martínez, senior account executive. A former editor, radio host, producer, T.V. news coordinator and a current SJG PR rock star, she shares her perspective of Latino media in the first part of a two part series regarding Hispanic public relations. 1. How do Latino media outlets differ from general market media? Muchísimo, bastante, un chorro. But I am just going to mention three of the ways. Starting with the frequency, a general market newspaper is printed daily, but Hispanic publications are mostly weekly. This means that for every seven opportunities that a PR professional has in the general market, he/she has only one in the Latino market. Ultimately, you have to be more selective with the stories you pitch. Second, most Latino publications are very small and understaffed. Usually the owners are people with a desire to help their community and have a small staff of employees running the newspaper or radio station. Often times the staff may not even have journalism backgrounds. Of course there are very few exceptions that have the support and staff behind them like large television outlets such as Univision and Telemundo, or the huge print outlet Impremedia Group with 10 different publications around the country. But more often than not, in the Hispanic market there will be only one or two contacts at each media outlet – eliminating the opportunities that exist with general market media for pitching specific section editors such as technology or health. The content is the third major difference. Hispanic media is generally focused on covering news that affects their Spanish speaking audience. In the general market media, they can pick-up any story, but the likelihood of this happening with Hispanic media is very slim. Immigration, community events, violence and money-saving information are topics that they typically cover. If your story or press release is not related to these topics, you will need to use your imagination to create a connecting point in order to get coverage for...

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Hispanics Represent More Than Half of U.S. Population Growth Since 2000

Yesterday, the U.S. Census Bureau released the Overview of Race and Hispanic Origin: 2010 that showcases the dramatic growth among the Hispanic population in the U.S. since 2000. Robert Groves, director of the U.S. Census Bureau, said, “If I were an advertiser, I’d study patterns in geographic areas and use those data to target messages and in-language media buys for areas with large non-English speaking populations”. Highlights of the Report: More than half of the growth in the total U.S. population between 2000 and 2010 was from Hispanics. Since 2000, the Hispanic population grew by 43% to 50.5 million while the non-Hispanic White population grew at the slowest rate, just 5%.  Today, Hispanics represent 16% of the U.S. population. For the first time, Hispanic growth increased faster than African Americans and non-Hispanic Whites in the South.  The number of Hispanics doubled in six states. Media outlets reporting the information: Media Post http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=147279   CNN http://www.cnn.com/2011/US/03/24/census.hispanics/index.html   ABC http://abcnews.go.com/Politics/census-data-reveals-changed-american-landscape/story?id=13206427   USA Today http://www.usatoday.com/news/nation/census/2011-03-24-hispanics-census_N.htm   Univision http://www.univision.net/corp/en/pr/New_York_18032011-1.html   Fox News http://politics.foxnews.mobi/quickPage.html?page=23888&content=49897178&pageNum=-1   NBC...

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How Much Do You Know About the Market Potential of WIC?

Mar 24, 11 How Much Do You Know About the Market Potential of WIC?

Posted by in CPG

By Jim Legg, Executive Vice President of Leadership and Integration  “Slightly more than one out of every two infants born in the U.S. participates in the WIC Program,” according to a March 2010 U.S. House of Representatives hearing on Improving Children’s Health: Strengthening Federal Child Nutrition Programs. As a result of their financial circumstances and improper nutritional practices, mothers do not consume the essential foods needed to deliver a healthy baby, nor are they able to properly nourish their infants and young children needed for their growth. Poor nutrition during the first five years has long term affects on the child’s health and development for its entire life, and consequently has repercussions on the American healthcare system. The federally subsidized, state-run program known as WIC (Special Supplemental Nutrition Program for Women, Infants and Children) exists in order to provide nutritious foods, nutrition education and referrals to health and other social services to mothers and children at no charge. Hispanics represent 42% of the total U.S. WIC participants. Not only is a great majority of the WIC consumer base multicultural, but overall in the United States, minorities have become the majority in the top 20 markets, to date. “Brands with WIC contracts or are WIC eligible have the advantage at retail, and potentially produce a ‘WIC Effect,’” said George L. San Jose, COO & President of The San Jose Group, whose client list includes a leading baby formula brand in the U.S. “Since WIC contracts and eligibility increase the likelihood of more retail shelf space, the brand has greater exposure and increased consideration among WIC and non-WIC consumers. However, this does not guarantee a lift in sales if the brand does not understand multicultural consumers in general, and how to strategically market their products with the appropriate in-language, culturally relevant marketing.” San Jose adds that, “Each state-run WIC program has an authorized list that recognizes certain brands. Savvy marketers of these brands can leverage other WIC eligible and WIC friendly products to cross sell within or...

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SJG Facts & Trends Report: Growth

Who, Where and Why Every Marketer Should Care 1804 marked the year that the world reached a population of one billion. It then hit two billion in 1927, three billion in 1960, four billion in 1974, five billion in 1987, six billion in 1999, and Census statistics project that the world will house seven billion people by the end of 2011. The world is growing, and the country that is behind most of this growth is the United States. According to the U.S. Census Bureau, the American population more than tripled during the 20th century, increasing from 76 million in 1900 to 281 million in 2000, a growth rate of approximately 1.3% per year. In the last decade alone, the total U.S. population has increased by 25.5 million people. This influx may seem predictable considering the historic growth over the past hundred years, but the pivotal distinction of this increase is of those 25.5 million people, 20.8 million, or 81.3%, are considered multicultural. The portrait of America has more of a changing face now than in the last one hundred, fifty or even ten years ago. Census Bureau statistics show that “population growth is fastest among minorities as a whole, and 45% of American children under the age of 5 belonged to minority groups.” By the year 2021, the Multicultural population is projected to reach 138.9 million people and will represent 40.3% of the total U.S. population. More specifically, the Hispanic share of growth represents 51% or 13 million of the total population growth. The San Jose Group, an integrated multicultural marketing communications agency, interprets this growth as being synonymous with major marketing opportunities, especially since other countries are not so fortunate. Census statistics show that most European and Asian countries are experiencing population declines due to low fertility rates, specifically Germany, Russia, Italy, Greece, Japan and South Korea. It is essential for businesses in the United States to capitalize on targeting these growing segments and establish trust and loyalty now. The numbers alone...

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Back to basics: Hand-Drawn

By Lara Grad, Senior Art Director at The San Jose Group Lately I have noticed a surge of interest in hand-drawn typography in advertising design. For a while I saw this revival mostly in book cover design, but it now seems to have spilled over to mainstream design in both print and digital media advertising. I believe this is a reflection of the quality of work that designers can produce by using the latest and greatest software available on Macs now, and also because of the fact that designers, illustrators and art directors are struggling to stand out in a digital age. In an effort to stand apart from the usage of standard typefaces, many companies have begun to incorporate a completely new and unique font into their brand. The hand-drawn type is now a luxury item, much like typed print used to be not so long ago. One great example of this trend is in Chevrolet’s viral video that showcases an artist hand-drawing the cars, prices and typography of the ad on a backlit billboard. The billboard reads, “We saved money by hand-drawing this ad. So you pay less for the car.” The viral video displays the artistic methods to implement the idea of simplicity. It can be viewed here. Another example of this is in Levi’s “Go Forth” campaign. Each letter used in the subtitles of the TV spot are unique and there are actual brush stokes in the artwork. Young people in particular, respond well to authentic, one-of-a-kind, hand-drawn writing and art. There is an authenticity to handmade stuff that is harder to get with an all digital approach. The spot can be viewed here. Hand drawn elements on a whole seem to have become more popular providing a more creative and unique design. One reason people seem to like this style is that it communicates information with a very emotional, personal and informal tone. The use of hand-drawn typography also communicates definitive personalities with distinct references to the past. Each...

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