Posts Tagged ‘Marketing’
Se apaga el “Fuego”
2:28 pm By Jennifer Woodard Maderazo · Magazines|Marketing|Media · Comments Off
13 Feb 2006
Mala reported last week on a new men’s magazine — a “Maxim for Latinos” — called Fuego. Back in November, I applauded the publisher’s decision to serve a market that had been flatly ignored for so long. But in the blink of an eye, the fuego has been extinguished:
Fuego magazine, Harris Publications Inc.’s first foray into the Hispanic marketplace, has folded after less than one year.
A call left late Thursday at Harris was not returned.
“Pegaditas” offensive or just status quo?
4:30 pm By Jennifer Woodard Maderazo · Marketing|midwest|society · 1 Comment
6 Feb 2006
Chicago Latina women are up in arms about a billboard campaign that was recently launched by Spanish-language radio station La Ley showing images of several women’s bums and the words “25 pegaditas”. The controversy has gone from grass roots quejas to mainstream media in no time:
…the ad shows an image of a woman, duplicated several times, photographed from behind and wearing skin-tight shorts. Her splayed hands pressed against her butt further accentuate her derriere.
The ad promotes the Spanish radio station “La Ley” WLEY 107.9 and a contest called “25 Pegaditas.” Listeners naming 25 songs in a row could receive a chance to win money.
In Spanish, “pegaditas” loosely translates to “little ones strung together.” But, according to the young women, “pegaditas” is also a play on the word “pegar,” which translates to “hits.” That’s “hits” as in popular songs. Or in the context of the ad, that’s “hits” as in smacks on the behind.
Mi muñeca es como yo
4:13 pm By Jennifer Woodard Maderazo · children|Marketing|race|Shopping · Comments Off
20 Jan 2006
In Toyland, before there was just blonde, “perfect” Barbie. In the 70s, black dolls became more and more common. Lately, there are also quite a few Latino dolls to be had. Now, a new online store plans to make dolls of all ethnicities available to children, as well bi-racial and multi-racial dolls. This in response to the notable lack of variety in toys for children of color:
The poll of 2,230 African American parents, 470 Latino parents, and 20 Asian parents found that 82% of the African American parents, 74% of the Latino parents, and 50% of the Asian parents felt It is important for children of color to have dolls that look like them. Of those parents, an overwhelming 94% of the African American parents and 90% of the Latino parents agreed that the selection of dolls and puppets of color in local super and toy stores was, as one parent put it, abysmal.
The line of dolls (some “anatomically correct” — none of that weird blank space between the legs), called “Dolls like Me” start at $11.95 and can be ordered online at dollslikeme.com.
Had these existed when I was a kid I may have turned out a little less messed up.
Via / BlackNews.com
Latinos Surfing in Two Worlds
26 Dec 2005
Latinos in the U.S. don’t just live in two worlds, we web surf in two worlds too. According to an article in this month’s Hispanic Business, 70% of English speaking Latinos are plugged in. We prefer the English language internet when we’re at work (is that when you are reading VL?), while we gravitate to Spanish language or bilingual sites in the comfort of our homes. The article also states that:
11.3 million individuals (79 percent) expressed a preference for English or bilingual online materials. More specifically: 7.5 million of the total Hispanic audience (52 percent) prefer English and another 3.8 million (27 percent) prefer bilingual materials.
Via / Hispanic Business
Daddy Yankee, the spokesperson
6:09 pm By Jennifer Woodard Maderazo · Celebrities|Marketing|Music · 1 Comment
5 Dec 2005
Yep, lots of posts about Daddy Yankee lately, but that’s because the rey del reggaeton has got his hand in a little bit of everything. According to a press release from Reebok, he just signed a contract with them:
Reebok and multi-platinum Latin music recording artist Daddy Yankee have formed a multi-year partnership that includes a signature collection of athletic footwear, apparel and accessories called DY. Regarded as one of the most respected and influential reggaeton artists, Yankee is the latest star to join Reebok’s music roster that includes Grammy award winners Jay-Z, 50 Cent and Nelly. DY will launch in the spring of 2006 and the collection will be available at athletic specialty retailers. The collection will consist of sport-inspired designs that exude Daddy Yankee’s vibrant energy.
Companies in pursuit of Latino MBAs
12:50 pm By Jennifer Woodard Maderazo · business|Education|Marketing · 1 Comment
5 Dec 2005
While I absolutely hate the headline of this article (“Demand for Hispanic MBAs is caliente“), it has some very interesting points about how the lack of Latino presence in business school is creating a “war for talent”:
But with Hispanic MBA students representing only 4.5% of the B-school populace, according to research by the Graduate Management Admissions Council, the pipeline is not flowing fast enough to satisfy the changing demographic (see BW, 5/12/03, “B-Schools: A Failing Grade on Minorities”). Many MBA recruiters are scrambling ever harder to attract the top Hispanic candidates.
Companies like Merrill Lynch are now hosting targeted events on campus, offering scholarships, and promoting internal Hispanic support networks, to compete with huge consumer-products companies like Procter & Gamble (PG ), whose core business depends on reaching a variety of consumers.
Immigration, Money and a CEO’s demise
12:52 pm By Jennifer Woodard Maderazo · business|Immigration · Comments Off
29 Nov 2005
Most of you have probably never heard of First Data Corporation, a Denver-based company specializing in transaction services. But the brand name Western Union should ring a bell. Western Union, a company that makes billions of dollars yearly on the backs of Latino immigrants who send money to their home countries has long been criticized for exploiting customer with high fees for wiring funds. Now, a Colorado publication is speculating that the involvement of First Data CEO Charles Fote’s in the immigration debate is the issue that proved to be his demise:
Over the last two years Fote had become a champion of enlightened debate over immigration reform, and First Data has sponsored a series of public forums to discuss and explore the issue. In March 2004, First Data created a $10 million “Empowerment Fund” to support Hispanic immigrants and counter anti-immigration movements across the country. The Fund, whose advisory panel includes Raul Yzaguirre, CEO of the National Council of La Raza (“The Race”), had allocated $800,000 for a Denver pilot program to increase the number of Latino business owners via the local Hispanic Chamber.
Writers Watch Your Backs: “Those People” are after your jobs too!
9:10 am By Maegan La Mala · Newspapers · Comments Off
15 Nov 2005
Newspapers are less popular than ever. Some point to the rise of internet media as the cause. Some say the recent scandals of invented sources and outright lying have damaged the credibility of the daily print media. And yet as “minority” populations grow, especially Latino populations, many big city newspapers have launched papers aimed at this audience both in English and in other Languages. Just looking at New York City, the New York Daily News has two separate weeklies, one in English and one in Spanish aimed at the Big Apple’s Latinos.
And just as quickly as Spanish language papers are born, they are being killed. Insiders will cite low advertising rates and a lack of real commitment to people of color communities. A recent East Bay Express article points the finger south of the U.S. border, at outsourcing.
Betty Crocker goes bilingual
5:15 pm By Jennifer Woodard Maderazo · Bilingualism|Food|Marketing · Comments Off
10 Nov 2005
Betty gets sabrosa:
Betty Crocker may be the first lady of the American kitchen, but will she succeed as la gran dama de la cocina latina?
General Mills, the brand’s owner, and John Wiley and Sons, its exclusive book publisher, are betting she will.
In August they published Cocina Betty Crocker: Favorite American Recipes in Spanish and English. The book prints traditional American recipes such as apple pie and sloppy Joes side by side in the two languages. Next to instructions for Macaroni and Cheese, are directions for Macarrones con Queso.
Once Again, Are We Speaking the Same Language?
11:32 am By Maegan La Mala · Bilingualism|Magazines|Marketing · 1 Comment
3 Nov 2005
As I was sitting in the doctor’s office yesterday, I picked up a magazine and conducted a quick research study – I guess that’s what happens when you make me wait so long!
The magazine was Latina, and something interesting popped out at me right away. The magazine is written in English – which gives me an idea right away that they must be targeting Latinos born in the US, who often are more comfortable with English than Spanish. So why are so many of the ads in Spanish?
Since I had the time, I counted them. I counted 78 ads overall: 51% were in Spanish, 42% in English, and the rest basically didn’t have any ad copy. Over half of the ads are in Spanish in a magazine that is written in English.
My assessment: This is an issue that we’ve discussed here at VL, from various angles, most recently with La Mala’s post, Aqui We No Watch Espanish. I think these companies say, “Hey, a Latino publication – stick our Latino ads in there. Hmm, but our Latino ads are in Spanish, and Latina is a magazine written in English. Oh well, it’s all the same anyway, isn’t it?”
Maybe there is some strategy out there that I don’t know about. Some detailed market research that would explain this. But my guess is that there is not. What advertising & marketing people are probably beginning to figure out is that the term Latino is very broad, and depending on which market segment they are after, the strategy is going to have to change.
Hola!
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