latinos communications | marketing and advertising
rochester's hispanic business e-newsletter | 04-26-06
The Latest News For Businesses Following The Hispanic Market
Bienvenido! Welcome to a sampling of local and international Hispanic news, business tips, original articles, and insight into the developing Latino market.
"Hispanics are the ethnic population to watch," said Latinos Communications executive spokesperson Camy Sorbello in an interview with Editor Tracey Currey for the Courier-Journal.
Sorbello said the effects of the rising Hispanic population curve on all aspects of American business and culture could only be compared to the Baby Boom.
Browncroft Goes Bilingual
Browncroft Garage, a recent winner of the Best Of City poll in City magazine, has launched one of Rochester's first completely bilingual automotive web sites in the Rochester area -- a site designed and produced by Latinos Communications.
"We want Spanish-speaking people to know that they're welcome here," said Browncroft Garage owner Eric Koesterich, whose family migrated to Argentina years ago. Browncroft is an award-winning local auto shop and used car dealership described as "scrupulously honest" in the City Magazine review.
Centrally located in the city, Browncroft is leading the way in reaching out to Spanish-speaking customers. So -- if you need award-winning auto service, a quality used car, or if you just want to see how Hispanic-friendly marketing and web design can help reach new Hispanic markets -- visit the Browncroft Garage web site at www.browncroftgarage.com.
Helping Local Immigrants: Sister Luci Romero
Lately arguments over immigration have been a regular part of the news. But there are some who prefer to help people instead of arguing about them. Sister Luci Romero is a native-born Mexican working locally with the Migrant Ministry of the Catholic Diocese to serve the migrant community in the greater Rochester area.
A Night of Networking at Casa Hispana
Friday, April 28th, 5:30 to 7:30 pm, is the next Rochester Hispanic Business Alliance networking event at the Casa Hispana on the Nazareth College campus, 4245 East Ave. Admission is only $5 per person, and includes some of the best cooking and most intelligent conversation in Rochester.
If you're interested in attending, please call Becky Brown at (585) 263-3684 or RHBA@RBAlliance.com. And also check the Rochester Hispanic Business Alliance web site at www.RochesterHBA.com for more information on this event and others to come.
RHBA Co-sponsors Luncheon With Maria Marin
On May 5th, thanks to a collaborative effort by several community and corporate Hispanic organizations including the Rochester Hispanic Business Alliance, internationally known author, columnist, and motivational Latina speaker Maria Marin will appear in Rochester, speaking on "How To Negotiate In Business And In Life."
Maria Marin's column "Mujer Sin Limites" (Woman Without Limits) is published weekly in the top 22 Hispanic newspapers in the U.S. and Puerto Rico. She appears regularly on the TV morning show "Despierta America."
The event will include a lunch featuring the keynote address on fundamentals of negotiation, an afternoon workshop on negotiation, and an early evening networking session. Click here for more details, and to arrange for tickets.
Voices Of Protest
The major news features about Hispanics recently haven't been about their massive contributions to the American economy. They've been about the nation-wide protests rising from attempts to put strong teeth into anti-immigrant legislation.
You may have read what the major papers and the local papers have to say, but click below for commentary from Hispanic Business Magazine, the Christian Science Monitor, Yahoo, Mexico City's El Universal, the National Review, CNN online, AlterNet, Rush Limbaugh, Governor Arnold Schwarzenegger, the Wall Street Journal, and Google News Mexico. The BBC also samples the reaction from Mexican and Central American newspapers, and Technorati lists over three thousand posts on the issue by bloggers throughout the world.
NY Leads Boom in Hispanic Business
While protests erupt in the West, Hispanics in the East exploding in a different way -- economically. And New York is leading the way.
Hispanic-owned businesses are opening three times faster than the national average, according to government figures. Nation-wide, Hispanics own 1.6 million American businesses in 2002, 31 percent more than in 1997, and Hispanic consumer spending is expected to top 1 trillion dollars by the end of the decade.
More Catholics, More Evangelicals
Nearly one half of American Catholics today are Latinos, according to the Center for the Study of Latino/a Catholicism at the University of San Diego. Latinos will make up more than half of all American Catholics by 2010. And that number is expected to rise sharply as the number of Hispanics in the US increases, and as Hispanics become the largest ethnic segment of American society.
Major changes in both the American Catholic Church and in America's relation to the Vatican may be coming. Yet at the same time, perhaps as many as 600,000 Hispanics are leaving the church annually to join or create Spanish evangelical congregations.
Are we on the verge of new Catholic America? Or might major shifts in traditional Hispanic faith patterns occur? Or both?
Net Gains: Latinos Go Online
eMarketer's new report "Hispanic Youth Online: Language and Culture Define Usage" estimates that the number of Hispanic Internet users in the US rose by a solid one million users from 2005 to 2006. The number is expected to grow 33% over the next five years, reaching nearly 21 million by 2010. And the majority of the new Hispanic online population is young: 58% are under 35, according to eMarketer, a market research firm.
The rising percentage growth of Internet advertising to Hispanics has nearly surpassed the growth of Spanish-language TV, where business is also skyrocketing. Hispanic TV usage grew nearly 17% in 2005, and internet advertising revenues for Spanish-language television grew 16.9 percent in 2005, according to preliminary figures from Nielsen Monitor-Plus.
Government Actions And Hispanic Reactions
As Latino protests over immigration policies reach hurricane strength, US government officials are reacting in various ways, some significant, some less so. Recently US border guards seized 28 Mexican puppies at a border crossing; and Latina Lista reports that while Oklahoma legislators are trying to keep undocumented immigrants out by criminalizing them, state tourism officials are launching a tourist marketing campaign to bring more Latinos in.
On the other hand, proposed government budget cuts to chronic disease prevention funding come at a time when diabetes is on the rise, especially among Hispanics. Approximately 2.5 million Latinos nationwide are diabetics, according to Dr. Terry Mason, Chicago's public health commissioner.
And the price of the war in Iraq continues to fall disproportionately on Latinos. Roughly 22 percent of the 135,000 troops presently in Iraq are Latinos. Hispanic troops in Iraq are over-represented in the groups that get the most dangerous assignments -- infantry, gun crews and seamanship -- and Latinos make up over 17.5 percent of the front lines. Department of Defense statistics show a casualty rate of more than 13 percent for people of Hispanic background serving in Iraq.
Does the furor over immigration and other policies that affect Hispanics mean changes in American politics and in the future of the Republican Party? Hispanic Business Magazine and others explore the possibilities.Read more....
Mexico Buys Ads In The Immigration Debate
Concerned by the harsh tone of some in the US immigration debate, the Mexican government is doing what Hispanic businesses are doing: hiring ad and marketing agencies to take its message directly to the American public. The government of Mexico has taken out full-page ads in The New York Times, Washington Post and other major newspapers.Read more...
Bachelet Becomes Chile's First Female President
Michelle Bachelet, a physician who survived torture and exile as a young woman, recently became Chile's first female president. Already being compared to Czech President Vaclav Havel, Bachelet adds a new and courageous name to the growing list of women gaining political power in Latin America.
Hispanic Podcasting Takes Off
What's the latest? Podcasting. You speak into a computer microphone, save the file as an MP3 file, and upload it. And your broadcast is not only available online but newsreaders will search it out, pick it up, and distribute it.
Think of it as internet radio. You can hear the program whenever you can log on. And now hundreds of Spanish-language and Spanish-topic sites are available.
Where do you find them? And what's worth listening to? Try these:
NPR: Latinos USA: National Public Radio's Latino Podcasts
Latincast: Hispanic Advertising podcast by Dieste Harmel and Partners.
Nuestra Familia Unida: Collecting the history and stories of Latinos and Hispanics throughout the globe.
Es Redplaneta Radio: Un Podcast semanal con noticias de internet, musica, variedad y contenido editorial.
And for those who want to sample some audio online:
Spanglish: The New American Language: An interview with writer Ilan Stavans
Are Blogs Obsolete?
Do blogs make business sense, as well as entertain and inform? Ciertamente! Studies at MarketingSherpa and elsewhere report that blogs and press releases optimized for keywords are increasingly the key factors in successful viral marketing.
If you'd like to sample either blogging or podcasting locally, visit Javier Rivera's Rochester radio program Esencia Latina on Jazz 90.1 FM. You can listen to their music broadcast Saturday mornings from 6-10 AM, and try their podcast and blog online 24/7.
Do You Have A Link People Would Like To See?
Then email us at Latinos Communications. We'll review your site and put it on one of the most comprehensive lists of Hispanic links in the Rochester area -- the Latinos Communications Resources Page. (And if it's really good, we may put it in our eNewsletter.)
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