Hispanic Marketing 101 Volume 8 # 10

8/7/2019 Hispanic Marketing 101 Volume 8 # 10

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Volume 8, Number 10 February 4, 2010

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We are the Experts

Latino Print Network works with

over 625 Hispanic publications in

180 markets nationwide with a

combined circulation of

19 million.Click here or phone760-434-7474 x171 or x177

or email Abraham

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with your needs.

Hola!

In this issue

Report: Mexican Government Uses Innovative Strategy to Help its

Migrants Integrate in the United States

Seven Reasons to Push for Immigration Reform this Year

Applications Now Being Accepted for the Lopez Negrete Hispanic

Marketing Education Fund Scholarship; March 1st Deadline for

College Students with Interests in Hispanic Marketing or

Advertising

PRESIDENT OBAMA OFFERS A GOOD BUDGET BLUEPRINT,

BUT CONGRESS MUST ACT TO MAKE INVESTMENTS IN

LATINO COMMUNITY, SAYS NCLR

San Diego Latino Film Festival has another great Festival coming

up

More Books for your consideration

Issue quote

"If opportunity doesn't knock, build a door."

~Milton BerleIf you find a quote you like let me know. I will be happy to send to our 8,800 plus

Hispanic advertising and media executives & give you a plug for sending it!

Our Goal

Latino Print Network's goal with each issue is for you to say at

least once "I didn't know that".

Podcasts

Check outHM101 Podcasts. We keep the podcasts short and

insightful on various aspects of Hispanic marketing and the

community. We've interviewed over 50 media, marketing and

community leaders to provide you with their insights.


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Be sure to mark your

calendar for the NAHP

2010 Convention:

Albuquerque

March 10-13, 2010

Sponsorship &

Exhibitor Info

Registration & HotelInformation

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Executive Editor

Report:MexicanGovernmentUses

Innova5veStrategytoHelpitsMigrants

IntegrateintheUnitedStates

Immigrant integration remains largely an afterthought in U.S. immigration

policy discussions and the country's integration policies remain

chronically underfunded and limited in scope. In the absence of coherent

policies at the federal level, the responsibility for immigrant integration

historically has fallen to families, employers, churches, non-governmental

organizations and an increasingly restive set of state and local

governments.

New partners are emerging, though. Mexico's efforts to help its migrants

succeed in the United States offer a new example of an immigrant-

sending country looking to improve its emigrants' lives and connect with

its diaspora, according to a report released today by the Migration Policy

Institute (MPI). With Mexicans accounting for one-third of all immigrants in

the United States, Mexico's initiative is of particular note.

The report, Protection Through Integration: The Mexican Government's

Efforts to Aid Migrants in the United States, details the activities of

Mexico's Institute of Mexicans Abroad (IME) in a first-ever attempt to map

the expanding range of IME programs. The MPI review makes clear that

Mexico has moved beyond traditional consular protections to deliver an

array of civic, health, education and financial services to its migrants, 96

percent of whom live in the United States. These tasks have traditionally

been carried out by migrant-receiving countries.


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For you to learn more

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Hispanic Publications

Latino Print Network

has done an 80 page

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Strengths of HispanicOwned PublicationsThe study details through

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"The policy innovation here is that the initiatives IME is offering to

Mexican immigrants in the United States generally have been viewed as

the responsibility of the immigrant-receiving country," said the report's

author, MPI Policy Analyst Laureen Laglagaron. "While these programs

need to be further evaluated, they offer a number of potential best

practices not just for Mexico but for other immigrant-sending countries."

Mexico's consular offices and the services they provide have expanded in

response to an increase in the number of Mexican immigrants in the

United States, from 2.2 million in 1980 to 11.4 million in 2008. A shift in

Mexico's approach to its migrants has emerged alongside these

demographic trends -- one rooted in a belief that a better-integrated

immigrant benefits the individual immigrant, the sending country and the

receiving country.

"The fact of the matter is that consular offices have become increasingly

important -- if often overlooked -- integrating institutions for our most

recent migrants. After all, countries of origin and destination have shared

interests in ensuring that immigrants and their children succeed inbuilding their human capital and achieving socioeconomic mobility," said

MPI Senior Vice President Michael Fix, who co-directs MPI's National

Center on Immigrant Integration Policy.

In many cases, IME's programs fill gaps in the social welfare system and

are carried out in collaboration with U.S. school districts, hospitals,

universities, foundations and community-based organizations.

IME's activities include:

Providing low-cost distance-learning instruction to Mexican

immigrant adults that builds on the instruction they received inMexico.

Offering workshops on financial literacy that encourage the use of

formal

banking institutions to build credit histories in the United States and

qualify for home or car loans.

Establishing medical stations located within consular offices

(Ventanillas de Salud) where unauthorized immigrants and their

families can receive basic medical information.

Creating a unique model of binational civic engagement through a

migrant-elected, migrant-led council that focuses on the Mexican

government's policies on Mexicans abroad and develops


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leadership within diaspora communities.

The report is available at

www.migrationpolicy.org/pubs/IME-Jan2010.pdf

Seven Reasons to Push for Immigration

Reform this Year


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Cal State San Bernardino will

host its first Latino Education

and Advocacy Day, or LEAD,

conference for educators and

advocates on Monday, March

29, 2010. Speakers include

Dolores Huerta, Sylvia Mendez

and Juan Sepulveda.

Click here for more info.

We have the PERFECTVehicle for you to reach

Ad Agencies, MediaBuyers, Hispanic Media

& Marketing Firms

The 2010 Hispanic Marketing 101

Yearbook is a 176 page book with

over 50 articles on Hispanic

media, Marketing to Latinos, the

Audiences that make up the

Hispanic market, current trends

in media.

40 advertisers are

By Gebe Martinez, Marshall Fitz

Center for American Progress

The predictable hand-wringing and back-slapping has begun. Inthe wake of Tuesday's victory by Scott Brown in theMassachusetts special election, some Democratic pundits havebemoaned and Republican talkers rejoiced the supposed

demise of President Barack Obama's policy agenda.

This misguided rush to judgment assumes that all of thepresident's policy priorities carry a 60-Democrat threshold. Notonly is that a dubious assumption for a number of issues, it isflat wrong when it comes to a comprehensive overhaul of ourimmigration system.

Immigration reform has been, is now, and always will be abipartisan issue. It engenders support from both sides of thepolitical aisle because serious lawmakers know that our brokensystem continues to get in the way of other pressing priorities,

that a practical solution is at hand, and that it is in both parties'interest to get this issue off the table.

The immigration overhaul that passed the Senate in 2006garnered 23 Republican votes, and the bill that failed in 2007had 12 Republican Senators on board. During the 2008presidential campaign, comprehensive immigration legislationwas the one issue that candidates Obama and John McCainboth agreed needed to be accomplished by the next president.

Politicians on both sides of the aisle who are concerned aboutsecuring the borders and growing our economy will continue topush for immigration reform this year. Here are seven reasonswhy:

The American public wants its leaders to quit playingpolitics and to step up and solve tough problems.Immigration reform provides a perfect opportunity todeliver.Support for comprehensive immigration reform is broad,deep, and bipartisan. Polls conducted by BenensonStrategy Group in June and December 2009 showed thattwo-thirds of voters supported comprehensiveimmigration reform, including 69 percent of Democrats,67 percent of Independents, and 62 percent of

Republicans. And these numbers jump even higher to 87


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percent when the proposal is explained-support forstrengthening the border, cracking down on lawbreakingemployers, and requiring undocumented immigrants toregister, pay taxes, and earn citizenship.The American public wants realistic solutions onimmigration. More than two-third of respondents choseregistration over deportation in the Benenson StrategyGroup survey, which is completely consistent with

sustained public opinion research over the last severalyears. The survey gave respondents a choice betweendeporting undocumented immigrants because they are"taking jobs" and requiring undocumented immigrants tobecome legal taxpayers.Fixing our immigration system will promote economicgrowth and stability. Americans are focused on pullingourselves out of this economic crisis, and measures thatdistract from that objective will not succeed. Immigrationreform, however, will add a cumulative $1.5 trillion to theGDP over 10 years by lifting the wage floor for allworkers.

Voters will not support politicians who fail to deliver ontheir promises. President Obama and other congressionalleaders have vowed to tackle immigration reform thisyear. Politicians who talk a good game during thecampaign season but fail to act when in charge will getpunished at the polls by low turnout or anti-incumbentanger.Comprehensive immigration reform is backed bybusiness, labor, law enforcement, and faith communitieswho recognize its importance to keeping our communitiesproductive and safe, ensuring fairness to workers andemployers, and upholding family and community values.More than 700 organizations in almost 40 states are

mobilized and will hold their leaders accountable.Reform cannot wait. A legislative stalemate means adeteriorating status quo where unscrupulous employerswin, communities live in fear, hard working familiessuffer, and Americans taxpayers get short shrift.The political danger after Tuesday is not that the need forimmigration reform will diminish, but that politicians willbelieve the misleading punditry and cower in fear oftackling other pressing issues. While just saying "no"might be a convenient political strategy for a fewmembers of Congress, the vast majority of congressionaldistricts are made up of voters who want to see their

leaders confront tough problems with practical solutions.


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Efforts?

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101 podcasts

The Big Winnerat the 2008 Tony's isnow slated to be a

movie

It is time for our leaders to lead. Voters want results andenacting immigration legislation that will enhance our securityand boost our economy is a good place to start.

Applications Now Being Accepted for theLopez Negrete Hispanic Marketing

Education Fund ScholarshipMarch 1st Deadline for College Studentswith Interests in Hispanic Marketing or

Advertising

Lopez Negrete Communications, Inc., the second largestindependent, Hispanic owned and operated, full-service agencyin the country specializing in Hispanic marketing, isencouraging students to apply for the company's scholarshipfund. The deadline for all students who wish to apply for theLopez Negrete Hispanic Marketing Education Fund scholarshipis March 1, 2010. Links to the scholarship application can befound at http://www.aaf-houston.org/2010-scholarship/"We consider the establishment of the Fund an investment inthe youth and an investment in our industry," says Alex LpezNegrete, president, CEO and CCO of Lopez NegreteCommunications, Inc. "The availability of a rich and varied

talent pool, bolstered by the winners of the scholarship, canguarantee that the business of Hispanic marketing remainsfresh and innovative, while benefiting students facing risingtuition costs."The Lopez Negrete Hispanic Marketing Education FundScholarship is made available by the American AdvertisingFederation-Houston's charitable foundation, the AdvertisingEducation Foundation of Houston. This is the third year thescholarship will be awarded to certified junior or seniorstudents. Students must have selected a major in a marketing-related field such as advertising, marketing, communications,


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Join Our List radio/TV/film production, media studies or marketing research.Applicants may be Latino or non-Latino, but must be bilingualand focused on, or with a specific interest in, Hispanicmarketing and advertising.

"The Lopez Negrete's are principal supporters of the local adfederation and of education," said Jay Hagins, AAF-HoustonPresident. "We're fortunate to have such a generous

community of businesses in the Houston area, businesses likeLopez Negrete."While students may attend eligible institutions in any location,preference will be given to those attending classes full time atthe University of Houston, University of St. Thomas, EmersonCollege, Texas State University or The Florida State University.

ABOUT LOPEZ NEGRETE COMMUNICATIONS, INC.

Lopez Negrete Communications, Inc. is an independent,Hispanic owned and operated full-service agency specializing inHispanic marketing. Headquartered in Houston, Texas, with a

second office in Los Angeles, Calif., the company's billings for2009 were estimated at $164 million. Since 1985, LopezNegrete has offered a full range of advertising, marketing andpublic relations services to industry leaders, including WalmartStores, Inc., Bank of America, Microsoft Corporation, KraftFoods (Kraft Singles, Kraft Mayonnaise, Ritz Crackers),MillerCoors (Miller Lite), NBC Universal Motion Pictures Group,Dr Pepper Snapple Group, Tyson Foods, Guerrero MexicanFoods, Azteca Milling L.P., Sonic Drive-Ins, Reliant Energy, andothers. With more than 170 employees, Lopez NegreteCommunications, Inc., is a proven leader in providing fullyintegrated national Hispanic marketing and communicationsservices.

If you are interested in the Entertainment Industry, consider

joining the National Association of Latino Independent

Producers. For 10 year NALIP has helped thousands of Latinos

gain access and power within the Entertainment Industry. The

organizations serves producers, directors, writers, and all other

behind the camera professions. For more information about


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becoming a member click here.Regular memberships are as

low as $50 and student memberships only $20.

PRESIDENT OBAMA OFFERS A GOODBUDGET BLUEPRINT, BUT CONGRESSMUST ACT TO MAKE INVESTMENTS

IN LATINO COMMUNITY, SAYS NCLRPresident Obama's 2011 budget calls for important job creationmeasures and economic recovery initiatives that Congressmust target toward Latino communities according to NCLR(National Council of La Raza), the largest national Latino civilrights and advocacy organization in the United States. Thebudget proposal seeks to strike a balance between achievingfiscal responsibility and supporting important and neededinvestments in housing, labor, middle class relief, and healthcare. While the budget serves as an important starting point,Congress must now follow through by making investments inareas that matter to Latinos and refining proposals tospecifically impact the hardest-hit communities to remedydamaging economic disparities and spur a strong economicrecovery.

"NCLR applauds the Obama administration for prioritizing theneeds of vulnerable and middle-class families," said NCLRPresident and CEO Janet Murgua. "The budget plan focusesmuch-needed attention on jobs and recovery, which is on theminds of many Latino families. Now it's up to Congress toensure that these measures reach Latinos and communitiesthat were hit hard by the recession."

NCLR urges Congress to approve the following measures:

$88 million for housing counseling and $113 million forforeclosure counseling to help the 2.3 million Black andLatino families estimated to lose their homes toforeclosure in 2009-2012$250 million to support affordable lending in low-incomecommunities through targeted support to CommunityDevelopment Financial Institutions that will open upcrucial lines of credit to small businesses and nonprofitsstruggling in this recession-the largest employers inLatino communities


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$261 million to support job training and encourage statesto improve services, including $85 million for green jobtraining and $40 million for transitional jobs programs tohelp individuals with multiple barriers to employment$10.6 billion in community college funding over ten yearsto launch a new American Graduation Initiative that willgraduate five million more students by 2020, and makingpermanent the American Recovery and Reinvestment

Act's increase in the Pell Grant maximum award$18 million to promote citizenship and expand Englishlearning tools11% increase for the Department of Justice's Civil RightsDivision to help implement the new hate crimes law$12 million to the Department of Labor's Wage and HourDivision to prevent employers from illegally classifyingemployees as independent contractors to avoid payingthem fair wages (see NCLR's report on the state of Latinoworkers for more information on this subject)Increased funding for direct child care programs anddependent care tax credits; tax deductions for smallbusinesses to start retirement programs for theiremployees and expand the saver's tax credit, therebyreaching low-income workers; and a hiring payroll taxcredit per employee that would benefit small businessesand nonprofits.

NCLR also urges Congress to do more to invest in Latinos in thefollowing areas:

NCLR is disappointed in the proposed $10 million cut tofair housing programs at a time when predatory lendingand scams are rampant among communities of color.The administration has developed an education budget

proposal that is closely aligned with their goals forreauthorizing the Elementary and Secondary EducationAct (ESEA). However, the success of this proposal greatlydepends on the ability of Congress to move quickly toreauthorize ESEA with the necessary improvements tosecure the success of Latino and English language learner(ELL) children. Lawmakers must implement targetedmeasures to address the needs of young children in lightof the proposed budget cuts that eliminated the EvenStart Program and Parent Centers. Until Congress andthe administration work together to clearly define howspecific programs will meet the needs of Latino and ELLchildren, the budget will only be an empty promise for


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our nation's future.

For more information, visitwww.nclr.org

17th ANNUAL SAN DIEGO LATINO FILM

FESTIVAL TO SCREEN OVER 40 FEATURE &

SHORT MEXICAN FILMS AT UPCOMING

MARCH 11-21 CELEBRATION

MEDIA ARTS Center San Diego's 17th Annual San Diego LatinoFilm Festival is proud to celebrate Mexico's Bicentennial with anexciting array of Mexican short and feature films. This year'sfestival will screen over 40 Mexican films during the March11-21, 2010 run to take place at UltraStar Mission ValleyCinemas at Hazard Center (7510 Hazard Center, San Diego, CA92108).The 2010 San Diego Latino Film Festival will screen suchfeature films as ARRANCAME LA VIDA (Daniel Gimenez Cacho),TRASPATIO (Ana de la Reguera), CINCO DIAS SIN NORA(Cecilia Suarez), NIKTE (Pedro Armendariz Jr.), PARADASCONTINUAS (Silverio Palacios), AMAR A MORIR (Bruno Bichir),MORENITA EL ESCANDALO (Maya Zapata), COSASINSIGNIFICANTES (Barbara Mori), SOLO QUERIO CAMINAR(Diego Luna) and many more.

Additionally, SDLFF 2010 will screen over 20 short films fromMexico, including a special collection of animated shorts,SUERTES, HUMORES Y PEQUEAS HISTORIAS DE LAINDEPENDENCIA, in celebration of Mexico's Bicentennial.Founder and Executive Director, Ethan van Thillo, is honored toscreen such a great array of Mexican films at this year'sfestival. "Looking at this year's line-up, it shows what greatdiversity the Mexican film industry is producing currently. Our2010 festival will screen award-winning art-house films fromMexico, popular films with telenovela stars, animation features,documentaries and even a science-fiction feature this year!"


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A complete schedule of Mexican films and screening dates willbe officially announced February 15, 2010 atwww.sdlatinofilm.com See confirmed feature films to dateattached to this press release.FESTIVAL INFORMATION: Media Arts Center San Diego(MACSD) is a non-profit organization with a mission to nurtureand support media artists working in film, video, audio, and

computer-based multimedia. The San Diego Latino Film Festivalwas originally established as a student film festival. Since thattime, the festival has developed into one of the larger and mostwell respected Latino film festivals in the country. Over180,000 people have attended and over 4,000 films/videosfrom across Latin America and the United States have beenscreened.

Celebrating the best in international Latino cinema at thelongest-running Latino Festival in Southern California, SanDiego Latino Film Festival proudly announces its 17thanniversary edition. The Festival will be held from March 11-21,2010 at UltraStar Mission Valley Cinemas at Hazard Center(7510 Hazard Center Dr. San Diego, Ca 92108). Close to20,000 festival goers will have the opportunity to attend over150 screenings, meet approximately 100 actors and filmmakersand attend workshops, live music events, parties and otherexciting events.

Sponsors for San Diego Latino Film Festival '10 includeAcademy of Motion Picture Arts & Sciences, San Diego Union-Tribune, Aeromexico, Bank of America, Enlace, CoxCommunications, Neighborhood House Association, Cine Latino,Sharp Healthcare, Northwestern Financial, City of San DiegoCommission for Arts & Culture, SanDiego.com, MTS, National

Endowment for the Arts, County of San Diego, Nickelodeon,San Ysidro Health Clinic, Univision KBNT 17, Telemundo 33,MyTV 13, La Invasora 99.7, Pulsar 107.3 FM, La Poderosa 860AM, Jack FM 100.7, Azteca America San Diego 15, ABC10,Blindajes Goldman, El Latino Newspaper, El Mexicano,University of Phoenix, Latino Public Broadcasting, U.S. GrantHotel's The Grant Grill, California State University San Marcos,Brazil Today, Gente Bien Magazine, Radio Latina 104.5 FM, LaMejor 99.3 FM, Brazilian Pacific Times, Z90.3 FM, Magic 92.5FM, EXA 91.7 FM, Centro Cultural Tijuana, TijuaNEO, The SESan Diego Hotel, San Diego Padres, Advantage Homes,Consulate General of Mexico in San Diego, Think Blue San

Diego, and Yolanda S. Walther-Meade.


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Tickets are $9.50, for general audience, and $7.50 forStudents, Seniors, Military & MEDIA ARTS CENTER SAN DIEGOMembers (ID required). 2010 Film or Festival Passes are alsoavailable. Film Pass is $90, which includes entrance to 11 films,no waiting in lines and VIP seating and the Festival Pass, whichis $180 and includes OVER 100 programs, no waiting in lines,VIP seating, 4 workshops, 1 year FREE MEDIA ARTS CENTER

SAN DIEGO Amigo membership, and entrance into all FestivalGalas.

More Books For Your Consideration

Important EventsTo Plan For?

e-mail info about your Media, Marketing or Latino event [email protected]

Please feel free to forward this newsletter on to others who


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Sinceramente,

Kirk Whisler

Hispanic Marketing 101

email: [email protected]: (760) 434-1223Latino Print Network overall: 760-434-7474web: www.hm101.comPodcast: www.mylatinonetwork.com

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Hispanic Marketing 101 Volume 8 # 10