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Posts Tagged ‘Marketing’

Aqui We No Watch Espanish

2:29 pm By Maegan La Mala · Bilingualism|Marketing|TV · Comments Off

1 Nov 2005

A study released yesterday by market research firm New American Dimensions reveals what many of us Latinos already knew, that we prefer English language TV, like seeing Latinos selling us products while speaking English but we still tune in to Spanish language television sometimes. Over 1,000 Latinos were polled in Los Angeles, New York, Miami, Chicago, and Houston and showed that we love our sit-coms, reality shows, and commercials in English only but tune into Spanish to watch our novelas.
Such information will no doubt be noted by advertisers. So for the holiday season be on the look out for more Latinos trying to put a product on your shopping list.

Read the entire study in PDF form

Via / PRNewswire

Paulina named “Star of the Year”

1:29 pm By Jennifer Woodard Maderazo · Celebrities|Marketing|Media · 1 Comment

1 Nov 2005

It’s funny. I haven’t heard all that much buzz around Paulina Rubio lately, other than the fact that she’s got a new album coming out. I was beginning to think that her day in the sun had passed, until I saw the wheels of PR start to turn and push out a brand new title for “la chica dorada”. Ah, marketing:

Mexican pop singer Paulina Rubio is “People en Espanol’s” “Star of the Year.”

“People” magazine picked Rubio because she has literally been everywhere in 2005.

While Rubio says she is honoured to be the “Star of the Year,” the pint-sized singer says her biggest accomplishment is her world tour.

Rubio said: “We had four concerts a week for so many months. It was crazy. That was the most amazing realisation as a person, human being and as a singer, as a musician.”

Because I mean really, why does going on a world tour constitute the title of “Star of the Year”? I like Pau enough, but other Latino artists do this every year. Given the recent wave of natural disasters, why not hand the title to a Latino star that’s done some charitable work or donated some money? Because that doesn’t sell magazines (or new albums). The “Star of the Year” is just a Latino version of that other marketing ploy that during the 80s had us crawling around on all fours, tongue out: People’s Sexiest Man Alive.

Via / EITB and Latin Music News

Latinos: One Big Happy Family?

4:11 pm By Maegan La Mala · children · 2 Comments

27 Oct 2005

An article in today’s HispanicAd.com basically feeds into the stereotype that there is one type of Latino family. According to the article:

Parent-child relationships are a unique element of the Hispanic family.

Yeah because parent-child relationships don’t exist in other cultures. Using such respected sociological sources (like MTV), the writer from Florida State University helps prop an argument that’s been floating in the internet lately, that Latinos are failing in school because Latino parents place more importance on the family than on academic success. Yes Latino culture makes us do poorly in school Pay no attention to unequal distribution of resources or ::gasp:: dare I say it, institutional racism.

Throughout the article there is an assumption that Latino families are two parent families, with mami worrying about the kids being too skinny and papi bringing home the tocino. Girl children are to help with chores and take care of the other children. Working mothers are given lip service and single mothers, like the one that raised this Latina, are non-existent.

If this is the information being used to market to modern Latinos, no wonder I mute the commercials during my novelas.

Via/ HispanicTips and HispanicAd.com

WAMU says no to driving cards as I.D.

12:00 pm By Jennifer Woodard Maderazo · Immigration|Marketing|Money · 2 Comments

18 Oct 2005

If a report read on a local Utah television station’s web site is to be believed, it seems that bank Washington Mutual is not accepting government-issued “driving privilage cards” as identification for immigrants interested in banking at their establishment:

Latinos that have driving privilege cards are finding that Washington Mutual Bank location won’t recognize their cards as a legitimate form of identification.

Community Activist Tony Yapias says he’s heard about the problem in Ogden and Salt Lake City branches. “I think it’s unfortunate for Washington Mutual Bank to not accept it.”

I think it’s unfortunate, too. WAMU is one of the banks that I do my banking at, and I have been a rabid consumer evangelist for them for years, talking them up to my friends on their excellent customer service, low fees and all-around no-hassle way of doing business.

On a less personal level, we are talking about a business that spends hundreds of millions of dollars on advertising campaigns targeting not only the Latino market, but the monolingual Spanish-speaking market (read: immigrants), and that is competing in that arena with every other major bank in the U.S.

Bad move, I say. People need to feel safe when dealing with their money, not judged. Not accepting a card that has been accepted by the government as a legitimate form of identification seems to me to be not only as bad business, but bad community ambassadorship. A standard rule of business: don’t piss off a community to whom you are spending millions to market, and don’t burn the bridges you’ve worked so hard to build.

Via / Hispanic Tips and KSL.com

MTV Caribbean sin Puerto Rico

1:42 pm By Jennifer Woodard Maderazo · Music|TV · 3 Comments

10 Oct 2005

It seems that MTV just doesn’t slow down with its new niche market initiatives. MTV radio recently launched TRL Latino, and, in addition to the already succesful MTV Asia, they’ve recently launched new channels for first generation Asian and South Asian young adults. Is there a part of the globe they haven’t covered yet? The Caribbean perhaps?

Tempo, the new cable television network dedicated to Caribbean music and culture, has announced it will celebrate the channel’s November launch by hosting a series of concert events in various Caribbean markets. Jamaica will kick off the concert series (October 15 & 16), followed by events in Barbados (October 21), St. Maarten (October 25), St. Croix (October 27), Nevis (October 30) and Trinidad & Tobago (November 5).

What happened to Puerto Rico?

In an age where everything is hypercategorized, it’s interesting to see that Puerto Rico, a distinctly Caribbean island, was excluded from Tempo’s focus. And what about the Dominican Republic?

According to MTV:

The concert events will showcase the diversity of the Caribbean with over 80 artists from across the region and beyond, featuring all the different genres of music from the Islands including, Reggae, Dance Hall, Reggaeton, Soca, Pan, Quelbe, Calypso, etc.

Launching on November 21, 2005 across the Caribbean (and in the U.S. in 2006), Tempo targets all people with a passion for the Caribbean lifestyle. The channel provides a mix of original and acquired programming that is vibrant, relevant to its audience and true to the spirit of the Caribbean and its culture.

Yeah, not quite.

All of the musicians performing in this inaugural concert are from non-Spanish speaking Caribbean countries. Is Latino Carribean music destined to be lumped with the rest of the “Latin music” genres (which are, among themselves, each very unique) not as part of a Caribbean music initiative but as the big blob that is MTV Latino? If that’s the case, they should call it something other than Caribbean.

Via / Hispanic Business and HispanicTips

Daddy Yankee in good with the big guys

10:49 am By Jennifer Woodard Maderazo · Celebrities|Marketing|Music · 1 Comment

30 Sep 2005

After heavy coverage in the New York Times and a general buzz that just won’t quit, it seems mainstream media has truly embraced Reggaeton in earnest now, as evidenced in this press release from HispanicBusiness.com (via PR Newswire):

ABC Radio Networks To Create And Syndicate Daddy Yankee National Radio Program

PR Newswire

NEW YORK, Sept. 29 /PRNewswire/ — ABC Radio Networks announced today an exclusive agreement to create a weekly two-hour syndicated radio program hosted by Puerto Rican Reggaeton sensation Daddy Yankee. This new enterprise underscores the network’s commitment to develop quality programming for the fastest-growing segment of the United States population.

Very transparently, the last line of that paragraph refers to the Latino market boom. ABC, surprisingly, has been pretty quick to identify Daddy Yankee as their inroad into the elusive Latino youth market. And pretty quick to write him a quote in the release that I can’t image actually coming out of his mouth:

“I aspire to be a trendsetter and I hope that with this deal I will be able to open doors so that others might be able to follow. I am proud to be the first Reggaeton artist to have his own nationally syndicated radio show and with this tool I will be able to reach audiences we hadn’t been able to reach before, this will prove to those that still doubt it, that the Reggaeton movement is a real musical genre,” Yankee reiterated.

“…Yankee reiterated…”

I love PR.

Fuleteame el tanque!

7:58 pm By Jennifer Woodard Maderazo · Entertainment|Marketing|Music · 2 Comments

29 Sep 2005

Via HispanicTips: is this for real? I guess he’s riding the fame of Daddy Yankee’s Gasolina.

Bimbo, already a huge star in his native Puerto Rico, is instigating the greatest gas giveaway in American history! The novel new campaign is fueled by Bimbo’s smash hit single, “Fill Up My Gas Tank” (“Fuleteame El Tanque”) — currently #2 on R&R’s Latin Club Charts — and its controversial music video: a biting satire in which George W. Bush, Saddam Hussein, Condoleezza Rice and Osama bin Laden are portrayed as greedy strippers, collectively responsible for raising the price of gas.

…At each gas station giveaway, Bimbo gives a blistering performance of his newest hit, while his Freedom Girls are on hand pumping the gas. Bimbo has already helped struggling motorists by giving away thousands of dollars in free gasoline, at gas station events in Lower Manhattan, Washington, D.C. and in the heart of the Bronx…

I wonder who’s idea this was…Oh, it was these people. If nothing else, a timely marketing ploy!

Big brand names sign up for MTV Latin VMAs

3:38 pm By Jennifer Woodard Maderazo · Marketing · 2 Comments

28 Sep 2005

It’s not only big name stars like Shakira that are lined up for the Latin American version of the VMAs, set for Thursday, October 20th (10:00 p.m. ET). Broadcasting from Playa del Carmen, Mexico, the VMALAs are sporting sponsorships from some top-tier corporations; ever heard of Coca-Cola, Motorola, HP? From AdNotas:

The event will air on MTV Latin America to more than 24 countries and it will be seen on MTV channels around the world, including MTV, MTV2, MTV Puerto Rico and MTV Español in the US, reaching 80 million households; as well as on MTVs in Asia (India, Thailand and Singapore), MTV Australia, MTV Brazil, MTV Canada, MTV France, MTV Italy, MTV Japan, MTV Portugal, MTV Spain and MTV UK, reaching a potential 418 million households. Additionally, select terrestrial outlets in Latin America will carry the show, with a potential reach of 36 million households.

Pretty good exposure for these multinational brands looking to reach the Latino market both in and outside of U.S. Borders.

Yo Quiero Mi MTV

1:49 pm By Maegan La Mala · Music · Comments Off

20 Sep 2005

For those of us Latinos who grew up along with cable music channel MTV, it was the source for videos and music in English only. While now more and more Latinos are showing up on the small screen , like reggaeton artist Daddy Yankee and Colombiana Shakira, MTV has caught on that Latinos in the U.S. like their media to be like them, bilingual. While it is true that in Latin America and for some satellite subscribers here in the U.S. MTV Latino has given Latinos el sabor of the growing rock en Español movement, it doesn’t give play to hip hop and U.S. rock music that Latinos in the U.S. like to mover to.

Today’s announcement as reported by Radio Ink via Hispanic Tips, that MTV Radio is launching TRL Latino, could be good news. Especially if the network keeps true to its word to:

… aggressively support this radio launch via cross promotion with our cable and web platforms.

I just hope that MTV doesn’t push the same old Spanish crossover artists that it tends to lean towards in its English Language format and really mixes up all the different genres that is Latino music.

Paquita takes the barrio to the desert

3:46 pm By Jennifer Woodard Maderazo · Marketing|Music · Comments Off

19 Sep 2005

Today’s news continues to bring surprises. I never thought I’d see the day when our beloved Paquita la del Barrio (virgen santisima de la colonia Guerrero) would be making statements in American newspapers, much less in Palm Springs. But it seems Paquita, Mexican female angst personified and a slap in the face to Mexican machismo, was interviewed in the Palm Springs Desert Sun. Too bad the interviewer had some cultural barrier issues going on:

Q: Your new CD is titled “Que Mama tan Chaparrita” (what a short mom). What does that mean?

Hmm…

A few years ago I was surprised to find that, in response to the Latino population boom, Las Vegas casinos were booking Mexican acts like Juan Gabriel and Vicente Fernandez. Today I was floored when I heard that this casino in Palm Springs was booking Paquita, a cult legend in Mexico, but by no means an international name. It’s all about the Latino market, and now businesses are finding niches within the niche. Yes, it has to be a niche market if it finds solace in lyrics like, “Me estás oyendo, méndigo gusano…arrástrate!” I guess I’m part of the niche.

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