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Thank you for your support and for visiting JakeAdams.net, home of the Hispanic Market Overview series of White Papers distributed by HispanicAd.com.

The Hispanic Market Overview series now enters its third year, and so does “JakeAdamsDotNet” – the website for what’s now known as The Adam R Jacobson Editorial Services and Research Consultancy. From main offices in Miami Beach and satellite locations in California and New York, we’ve accomplished the following:

*  The Hispanic Market Overview series has now extended to public relations and social media, and to sports marketing in the U.S. Hispanic market.

* Adam R Jacobson, since 2010, has served as the principal analyst for Arbitron’s Hispanic Radio Today reports.

* Adam R Jacobson now provides strategic insights to Adelante Media Group, owner of Hispanic-targeted media properties throughout the Pacific Northwest and in Milwaukee-Racine.

* Adam R Jacobson assists Mintel’s Reports Services in the U.S. on writing, editing, analysis and data interpretation for its multicultural and general-interest consumer marketing  reports.

* The Adam R Jacobson Editorial Services and Research Consultancy works closely with LatinBusinessToday.com, providing reporting and editing assistance to the fledgling B2B targeting Hispanic entrepreneurs and small business owners.

Adam R Jacobson has also assisted in public relations efforts for Broward County, FL-based Featherheart Designs by Dannielle, and on various projects for Santa Monica, CA-based Padma Media & Marketing. Adam R Jacobson is also on the Radio Ink 2012 Hispanic Radio Conference advisory board.

As business growth continues, a long overdue online change is now set to become a reality. This website is now AdamRJacobson.com.

What you see remains the same: The appearance and searchability of posts will not be changing. Advertising spaces will remain as is.

We are blessed to have received tremendous support from our partners and clients, and thank them for their commitment to the growth of this little consultancy — founded on a dream following an informal discussion over a few Caipirinhas on a chilly January 2010 night in Coral Gables, Florida and with great mentoring and support from Gene Bryan at HispanicAd.com.

May each of you have a prosperous New Year. We’re proud of where we’ve come, and couldn’t have done it without you.

Sincerely,

Adam R Jacobson

MIAMI — With many Americans lamenting the dwindling number of middle-class families, thanks to a prolonged recession that has ravaged retirement funds and savings accounts, marketers may wish to turn their eyes south. Latin America’s “C” group is hot, and there are plenty of middle-class growth opportunities for CMOs and brand managers in Brazil and other key countries.

In particular, 77 percent of those in the “C” group – traditionally middle-class families in the traditional A-E socioeconomic scale used across Latin America – believe their financial situation will improve in the next year.

The findings from Kantar Media, the research arm of global advertising industry giant WPP Group, were shared by Kantar vice president of business development Jimena Urquijo at a December 2 Versailles Breakfast Club event in Miami’s Little Havana.

Access to credit cards is the top reason why Latin America’s middle class is bulging, Urquijo notes. These consumers are also more aspirational, fueled by growth in internet use.

Meanwhile, Kantar also finds sports properties as a prime opportunity for marketers. According to Kantar, beer brands Brahma, Bohemia and Corona are the top three brewers in the Latin American sports arena, leading in benefits by teaming with an athlete, team or league. With Brazil ramping up for the 2014 FIFA World Cup and the 2016 Summer Olympics, this makes Brahma a key brand with lots of potential for increasing its market share.  Kantar data also show Ecuador and Peru as the strongest growth areas for brands to link with a sports property.

With middle-class consumers in Brazil and countries including Colombia, Mexico, Venezuela, Chile and Argentina overindexing for mobile phone use, engaging in travel, purchasing electronics, purchasing vehicles and financial services, companies in these sectors should increase their marketing efforts targeting those the “C” group, Urquijo says.

Among the other highlights from Kantar:

• 28 percent of consumers access the internet from their smartphone.
• 77 percent of consumers own a smartphone, compared to 50 percent in 2006.

“We expect smartphone usage to rise rapidly,” Urquijo says. However, marketers should take note of the high incidence of prepaid mobile phones, and the cost of data plans to smartphone users.

Speaking highly of Brazil, Urquijo believes Groupon-like sites and online banking are ripe for user growth, while newspapers and magazines have seen a significant shift of readership to their digital offerings. In particular, 12 percent of newspaper readers in the Latin American nations reviewed by Kantar only read the publications online.

Kantar conducted face-to-face interviews with 63,000 consumers in the “C” socioeconomic group; roughly one-third of the interviews took place in Brazil.

Adam R Jacobson served as the Principal Analyst for this report; he has worked with Arbitron on Hispanic Radio Today since 2010.

Hispanic Radio Today 2011, available for download from Arbitron.com as of November 11, offers a detailed look at the radio listening habits and consumer insight among U.S. Hispanics, who now number 49.1 million people, or 16% of the U.S. population. This edition reviews 16 formats, including 10 Spanish-language choices and six English-language formats.
Audience data for Hispanic Radio Today 2011 are taken from the 102 Hispanic “Differential Survey Treatment (DST)” markets that have a significant Hispanic population.

The 10 Spanish-language formats covered in this edition are Mexican Regional, Spanish Adult Hits, Spanish Contemporary, Spanish News/Talk, Spanish Oldies, Spanish Religious, Spanish Sports, Spanish Tropical, Spanish Variety and Tejano.

Six English-language formats profiled in this report are general-market Adult Contemporary, Classic Hits, Country, News/Talk/Information, Pop Contemporary Hit Radio and Rhythmic Contemporary Hit Radio.

Readers can find an expanded examination of radio listening by Hispanic consumers across the U.S. for all 16 formats. Each profile includes the average quarter-hour share of the total Hispanic audience, its
weekly reach in terms of total listeners, the number of stations programming those formats, the gender balance, segmentation of the audience composition by age and language preference for these
formats, Time Spent Listening by demographic, education levels, income by household, ratings by daypart and by U.S. state and at-home versus away-from-home listening.

Arbitron Hispanic Radio Today 2011 provides the details and analyses that reinforce the relevance and vital role radio plays in the lives of Hispanic Americans.

Questions and comments about Arbitron’s Hispanic Radio Today 2011 can be directed to ron.rodrigues@arbitron.com.

A veteran of internet news publications, Kopp has served as a senior producer at CBSNews.com, a producer at MSNBC on the Internet, and as a News Manager at onetime dial-up internet services leader Prodigy.

Adam R Jacobson has signed on as a contributing reporter, covering “Work, Life & Culture” topics. The first article from Jacobson features Chicago-based “microcerveceria” 5 Rabbit Brewery. Subsequent articles set for publication are on Napa Valley winery Ceja Vineyards, founded by Mexican immigrants in the 1980s, and Miami independent running-focused retailer iRun.

“It’s a pleasure to be assisting Latin Business Today in its launch as a reporter covering a great assortment of lifestyle topics,” says Jacobson, who assisted in the 1995 launch of Latina Style magazine and has served as a reporter and editor for Hispanic magazine and B2B trade publication Hispanic Market Weekly. “The website is fresh and inviting and includes a variety of instructional materials that, along with the editorial content, make this a premiere go-to site for any Latino entrepreneur that seeks success.”

Advertiser-supported Latin Business Today can be viewed by clicking here.

To gauge performance throughout all departments, executives should set four or five annual objectives. Among them, Rogers said, is how your marketing efforts do against the multicultural audience. He also reminded his peers and supply-side companies to force discussions on identifying business insights, while continuing to drive business and sell product. “Companies that treat marketing as a discipline know how important and powerful this is,” Rogers said.

In other sessions on the second and final day of the conference, New York Times national correspondent explored identity and the recognition of mixed-race Americans – a fast-growing group throughout the Deep South, once the epicenter of segregation. Fueled by intermarriages, colleges including the University of Maryland at College Park now have the largest enrollment of mixed-race students than ever before.

Picking up on a topic explored in Monday sessions by AT&T executive Jennifer Jones, Time Warner Chief Diversity Officer Lisa Garcia Quiroz was set to explore further ways diversity can be key to business growth for a large company.

Other sessions on Tuesday include a presentation on Hispanic and African-American share growth from MillerCoors vice president of multicultural marketing Alpesh Patel, and afternoon breakout panels featuring Procter & Gamble Co. senior marketing manager Ida Chacón and Univision Communications senior vice president of brand solutions Graciela Eleta; and Post Foods brand manager for U.S. Hispanics Mike Foley with MV42 executive vice president Steven Wolfe Pereira.

For more coverage from the ANA Multicultural conference, visit www.hispanicad.com

No more is Pepsico using multicultural marketing techniques to reach African-American and Hispanic consumers. Rather, the company’s brand units are now engaged in “cultural branding.”

Speaking this morning at the Association of National Advertisers (ANA) Multicultural Marketing and Diversity Conference in Miami Beach, Pepsi Bottling Co. CMO Simon Lowden noted that the company has brought “a reignition, or rebirth” to what had previously been multicultural branding. Displaying statistics that show Liquid Refreshment Beverage growth from 2010 to 2015 among Hispanics at 110 percent, Lowden called these projections “a major call-to-action for our business.” In the last year, Pepsico moved forward with such efforts as the rollout of a well-received Diet Pepsi television spot featuring Sofia Vergara and soccer icon David Beckham. It also launched the first spot produced by an African-American advertising agency to appear during the NFL’s Super Bowl telecast.

Javier Farfan, senior director of cultural branding for Pepsi Beverages America, noted, “We have to get out of this space of marginalizing our multicultural marketing efforts.” This includes placing the ‘new American mainstream’ at the core of Pepsico’s efforts, engaging consumers at both the national and hyperlocal level, and elevating product innovation to meet cultural needs. Lowden revealed that the popular apple-flavored soda Manzanita Sol will be imported from Mexico to high-density Hispanic markets in California, Texas and Florida to compete against brands including Sidral Mundet. “We can no longer accept general-market programs that don’t include African-American or Hispanic audiences,” Lowden concluded.

Other highlights from the first morning of the ANA Multicultural conference included the unannounced appearance of actor Edward James Olmos, who serves as a Hispanic market spokesperson for Farmers Insurance. Speaking of the importance of creating an emotional connection with consumers, Olmos spoke of his efforts with the Immigrant Archive Project, which Farmers is a lead sponsor.

At a breakfast presentation, People en Español publisher Monique Manso and president Michelle Ebanks revealed that the magazine, along with African-American female-focused title Essence, will offer full tablet-device versions of their respective publications starting in late December, with the February 2012 editions.

In opening remarks that officially kicked off the conference, ANA President/CEO Bob Liodice asked that marketers and advertising industry professionals embrace the philosophy that the multicultural market is “the new general market” and that we cannot continue to thinking of it as a separate segment of the overall consumer population. “Despite the hope for consistent change, marketers are making process,” he said, citing Coca-Cola, State Farm, McDonald’s and Best Buy as companies that have taken a lead in embracing multicultural consumers.

Other Monday sessions include a question-and-answer session with noted Latin music producer Emilio Estefan, and a discussion on diversity management presented by AT&T Inc. vice president of diverse markets Jennifer Jones.

MIAMI BEACH (Oct. 12, 2011) –  The greater the likelihood of a perceived benefit to the community, the greater the chance a Latino will participate in an Arbitron survey.

That’s one of the key findings from Roslow Research Group president Peter Roslow, who worked with the radio ratings company to best explore how Arbitron can increase Latino diarykeeper participation in emerging Hispanic markets.

Spanish-language radio listeners were queried in three “new” Hispanic markets – Boise, Idaho; Bridgeport, Connecticut; and Fort Myers, Florida – along with a long-established Hispanic market, Tucson. First-generation Hispanics were of considerable focus, to best determine ways to attract Latinos that likely weren’t comfortable communicating in English.

Research was designed to bring in Spanish-dominant Latinos; Roslow learned that “non-traditional recruiters,” those who have community standing, helped in encouraging Latinos to participate in this study. Use of video and communication in English was eliminated. Once Roslow commenced its research, it found that many first-generation Hispanics asked if Arbitron was “a serious company,” and was not a scam. Many commented that surveys “are just not a Hispanic thing,” and that “they don’t have time for such things.”

Roslow also found that phone calls trump mail communication with Hispanic diary placement – a good thing for Arbitron. “This provides people with an opportunity to talk to a real person, and Arbitron can build trust with the Latino community through this in-person communication,” Roslow says.

Lastly, Roslow notes that the subject of immigration cannot help but negatively impact participation in Arbitron surveys in all markets – not just Tucson, where state legislation has placed a chilling effect on Hispanics, some of who may be undocumented.  “Elizabeth,” from Boise, noted that “immigration knows what zones or houses there are more Latinos and they come.”

Dr. Ed Cohen, Arbitron’s VP/Research Policy & Communications, reviewed some of the methods the ratings firm is acting upon based on Roslow’s research.

* Sending a pre-alert piece before the questionnaire is mailed is planned “in the near term.”

* Using a one-sheet to explain to Latinos that Arbitron is “a serious company.”

* As 38.4% of all Hispanics are cell-phone only, Cohen guesses that it is even higher among first-generation Latinos. Thus, first contact by law through U.S. Mail needs the more personable follow-up by phone.

In markets such as Boise, there is no language weighting. However, Cohen believes the cell-phone sampling for diary placement is doing the best job against a rapidly changing Latino population that data hasn’t caught up to yet.

Are diaries heading to more tech-friendly delivery vehicles, such as digital accessibility via smartphones? Asked by an attendee at the Association of Hispanic Advertising Agencies (AHAA) conference session in Miami Beach,  Cohen explained that the need to make first contact via U.S. Mail at present hinders such efforts – for now.

“It is something we’re working on,” Cohen says.

For more coverage from the AHAA 2011 Annual Conference, visit www.hispanicad.com or follow #AHAA2011 on Twitter.

The report, available by clicking here, is being distributed exclusively in the U.S. Hispanic market by HispanicAd.com. It is available at no charge to all who wish to download the report, thanks to the support of impreMedia, ESPN Deportes, Fox Deportes, GOL TV, and GLR.

HispanicAd.com subscribers will be notified of the report’s availability via an eBlast to their registered e-mail accounts on October 11.

“When it comes to reaching Hispanic men and women, linking in with a Sports brand – whether it be an athlete, a team or a league – has proven to be extremely popular … and effective,” says Jacobson, a veteran journalist and Hispanic media marketing strategist whose recent projects include Hispanic Sports Overview 2010 and Adelante Media Group’s Power of Emerging Markets report.

“Hispanic marketing and advertising professionals have been inundated with facts and figures about the importance of social media in reaching affluent Latinos. According to Mintel, 1 in 5 U.S. Hispanics now access the internet primarily from a smartphone. There is no longer a digital divide. For brands that seek to connect with Hispanics and grow their ROI, social media – combined with sports – only seems like a natural path to sales success.”

Easy-to-read sections are devoted to the opportunities that exist for marketers by engaging Hispanic sports fans through text-to-win promotions, Twitter, Facebook and other social media platforms. Among the interview subjects are Wasserman Media Group VP/Hispanic Marketing Heidi Pellerano, noted Hispanic blogging expert Manny Ruiz, Hispanic sports media executives, Orlando Magic VP/Communications Joel Glass, and journalists Kevin Baxter (Los Angeles Times) and Bridget Carey (CNet).

The Hispanic Market Overview series of reports are produced by the Adam R Jacobson Editorial Services & Research Consultancy, based in Miami Beach, Florida. The next scheduled report is set for a March 2012 distribution date.

For editorial inquiries and interview requests:

Adam R Jacobson
954-417-5146

adam@jakeadams.net

For 2012 Hispanic Market Overview advertising solutions:
Manny Ballestero

973-540-8859 office

973-214-1972 cell

973-540-9176 fax

mballestero@hispanicad.com

The Adelante Media Group Power of Emerging Markets report, available by request to marketing and advertising executives, can be downloaded from the company’s website.

The report includes DMA snapshots for the markets in which Adelante operates, including Arbitron ratings data and psychographic analysis based on Geoscape market profiles.

Adelante will host a presentation for clients in the San Joaquin Valley on October 25 or 26 (date pending) at its Sacramento headquarters, where Jacobson will offer a presentation based on the details inside this 50-page report.

For information on attending this special presentation, please contact Adelante Media Group through its website, www.adelantemediagroup.com.