TRANSITION AND TUMULT: THE STATE OF HISPANIC ADVERTISING

 

If the U.S. Hispanic marketing and advertising world were to have a mascot of its own, Eeyore, from the Winnie the Pooh series, might make a good choice for some.

Pessimistic, gloomy, depressed, and anhedonic — that’s the atmosphere plaguing an industry that’s having a hard time coping with “total market” dictates, right?

Perhaps not.

If Eeyore is indeed the choice, include it in the piñata parade that offers a visualization of just where Hispanic marketers and advertising agency professionals find themselves in the second half of 2017.

They’re the proverbial piñata, getting pummeled from all sides.

But, is it warranted? Is it exaggerated?

That’s a question the 2017 edition of the annual Hispanic Market Overview report from Adam R Jacobson seeks to answer fairly, succinctly, and without fear.

We know things are hard. That’s why we’re asking about the overall growth forecast and pacings.

We also want to know if the transition at the White House really impacted Hispanic marketing and advertising, or if it’s just a convenient excuse for other problems.

Are budgets growing, or are things in any way impacted from the transition in the White House, as some have suggested?

This report dives into what’s exciting, challenging and motivating the Hispanic ad agency leaders of today. What categories are thriving? Which ones are fumbling?

Our pledge: To give the reader the total picture of an industry that’s in transition, and perhaps tumult.

 

COMING JUNE 10:
HISPANIC MARKET OVERVIEW 2017 from Adam R Jacobson

West Coast: 818-231-1546
East Coast: 954-417-5146
Twitter: @adamrjacobson1

For advertising sales solutions, please contact Gene Bryan at GBryan@HispanicAd.com

 

Available Now: Your Complete Hispanic TV Upfront Outlook!

The Adam R Jacobson Consultancy, in partnership with HispanicAd.com, is pleased to announce the availability of the 2017 Hispanic TV Upfront Report.

french film festivalThis comprehensive guide, distributed exclusively by HispanicAd, offers readers a total look at the programs and trends shaping Hispanic-targeted broadcast and pay-TV networks serving Latino viewers across the U.S.

To view and download,  CLICK HERE.

Interviews with key executives from the leading networks will focus on what the big new shows are, how sports programming still draws huge audiences of both men and women, and why Spanish-language programming will continue to remain important for the next generation of Hispanic TV consumers.

The 2017 Hispanic TV Upfront Report is a specially produced electronically-delivered supplement to the regular HispanicAd.com weekly newsletter.


To read and download last year’s report CLICK HERE.

Nominations Set For ​Medallas De Cortez Awards

Nominations Set For Medallas De Cortez Awards

The Hispanic Radio Conference is pleased to announce this year’s finalists for the prestigious Medallas de Cortez, the only awards dedicated to honoring the very best in Hispanic radio. The Medallas de Cortez awards are named in honor of Raoul Cortez, founder of the first Spanish-language radio station in the United States, KCOR/San Antonio, in 1946. Raoul Cortez was a visionary for his time and a legend for all times in the annals of Hispanic radio.

Radio Ink Publisher Deborah Parenti said, “The Medallas de Cortez awards represent a celebration of Hispanic radio and its dedicated professionals. Every one of them, in large markets and small communities, make Hispanic radio an intimate part of the lives of listeners and clients. This is the biggest year ever in terms of awards competition. While there can be only one winner in each category, we are extremely proud to recognize all of the finalists, who are truly worthy of our respect and admiration.”

Winners will be announced at the ceremony on Wednesday, March 28, as part of the Hispanic Radio Conference, March 28-29 in Fort Lauderdale at the Hyatt Regency Pier Sixty Six.

2017 Medallas de Cortez Awards Finalists

Marketer of the Year
Vladimir Gomez, Spanish Broadcasting System
Esmeralda Sosa, Univision/Los Angeles
David Loving, Univision/Houston
Liz Blacker, iHeartMedia
Jose Villafañe, Entravision

Local Personality of the Year
Eric Johnson & DJ Gallo Show, WYMY/Greensboro
Beto Diaz KLAX-FM/Los Angeles
Stephanie Himonidis, La Pantera Radio/San Antonio
Javier Romero, WAMR/Miami
Juan “Manny” Yanez, KOYE/Tyler-Longview
Betsy Vazquez, WXDJ/Miami
Josue “El Bronco” Del Castillo, KDDS/Seattle

Syndicated Personality of the Year
Cesar Lozano, Spanish Broadcasting System
Omar Y Argelia, Univision
Alex Lucas, AL & CM Broadcasting
El Bueno, La Mala y El Feo, Univision
Erazno y La Chokolata, Entravision

Program Director of the Year
Raymond Torres, WRUM & WRUB/Orlando, Tampa
Isabel Gonzalez, KLVE & KRCD/Los Angeles
Juan Martin Ovalle, KOYE/Tyler-Longview, TX
Oscar Rios, KLNO/Dallas
Julie Garza, WYMY/Greensboro, NC
Rogie Gallart, SBS/Puerto Rico
Pedro Escalera, KLZT-FM HD2/Austin, TX
Tony Luna, KLOL-FM/Houston

Sales Manager of the Year
Shirley Davenport, WYMY/Greensboro, NC
Elizabeth Paulina, WSKQ & WPAT/New York
Christian De La Cruz, KRZZ/San Francisco
Candy Cintron, WLZL/Washington, DC
Corinna Ruiz, KOYE/Tyler-Longview, TX
Mauricio Palacios, KISF, KRGT & KLSQ/Las Vegas

General/Market Manager of the Year
Brian Barber, WLKQ & WNSY/Atlanta
Carolina Santamarina, WXDJ, WRMA & WCMQ/Miami
Chris Carillo, KLAX & KXOL/Los Angeles
Ginger Dockery, KOYE/Tyler-Longview, TX
Mark Masepohl, KLNO, KDXX, KFZO & KFLC/Dallas
Roberto Yanez, KHOT, KOMR, KQMR & KHOV/Phoenix

Station of the Year
WCMQ/Miami
KLVE/Los Angeles
WRMA/Miami
KOYE/Tyler-Longview, TX
KGBT/McAllen, TX
WLZL/Washington, DC
WSKQ/New York

Broadcaster of the Year
Jesus Salas, Spanish Broadcasting System
Tomas Martinez, Solmart Media
Carlos Moncada, AL & CM Broadcasting
Mike Flood, KBBX/Omaha (Flood Communications)
Norberto Sanchez, Norsan Media

MONTERO TO RECEIVE SPECIAL HONOR

This year’s awards include the presentation of the Distinguished Leadership Award, which is not presented every year, and to outstanding individuals who have made significant contributions to the development of Hispanic radio. The special award will be presented this year to Francisco (Frank) Montero, managing partner of Fletcher, Heald & Hildreth.

“There could be no one more deserving than Frank,” Ms. Parenti said. “Frank has dedicated years of service to the Hispanic radio community, actively providing leadership and direction to organizations, including the founding of the Independent Spanish Broadcasters Association, aimed at fostering growth in the Hispanic radio sector.”

Montero was also instrumental in helping start the American Hispanic Owned Radio Association (AHORA). Over the years, he has represented the Hispanic Radio Association, the Puerto Rico Radio Broadcasters Association and served as an advisor to the Radio Ink Hispanic Radio Conference since its inception, among other significant contributions.

Click here to register for the Hispanic Radio Conference.  Adam R Jacobson, publisher of the Hispanic Market Overview and editor-in-chief of the Radio + Television Business Report, is participating as a moderator on a panel focused on Hispanic and multicultural millennials.

 

Bronze Sponsor

Medallas de Cortez Sponsor

Participating Sponsors

Corporate Sponsor

Media Partners

The ARJ Fat 40 of 2016: Nothing But Cheap Trills

Well, here we are.

We are nearly at the end of a year many would like to forget.

From the passing of David Bowie, a ton of amazing musicians and entertainers left us in 2016 — most recently Sharon Jones and Leonard Cohen.

Then, there is president-elect Donald Trump and Canadian Prime Minister Matthew McConnaughey Trudeau.

At least we had a great year in music … right?

Meh.

What the hell, man. After a stupendous 2014 and a difficult 2015 for finding global hits, 2016 was a far cry from 1986 or 1996.

We had a bunch of cheap trills.

From an epically underwhelming return from Green Day to a bunch of derivative Top 40 trash, it was impossible to put together the ARJ Hottest 100. Hell — a Fever 50 would have been difficult.

With a vacuum of truly great songs on the global hit parade, we hope the events of 2016 will bring back great song-writing and fine quality singles as some released just this week from, of all acts, A Tribe Called Quest. James Arthur and Adele also are represented.

But when Sia is the best of 2016 …. it is time to put on the classics and tune out the present with an eye on the future.

New Zealand’s Kings may be the next Drake.

Anderson.Paak has a hit that samples the Israeli national anthem.

Hip-Hop is back, folks, and THAT is what will have us moving side to side, not Ariana Grande-Attitude.

The following is a completely biased chart representing the 40 most-played songs on the iTunes, Spotify and radio stations streamed by Adam R Jacobson in 2016. It represents global hit music as heard on Adult Alternative and Top 40 stations from North America, Europe, Australia and New Zealand.

THE ARJ FAT 40 FOR 2016

1     SIA f/SEAN PAUL -Cheap Trills

2     JUSTIN TIMBERLAKE – Can’t Stop The Feeling

3     TWENTYONE PILOTS – Ride

4     ADELE – Send My Love (To Your New Lover)

5     DJ SNAKE f/JUSTIN BIEBER – Let Me Love You

6     REVIVALISTS – Wish I Knew You

7     DISTURBED – The Sounds of Silence

8     THE HEAD AND THE HEART – All We Ever Knew

9     MICHAEL KIWANUKA – One More Night

10     STRUMBELLAS – Spirits

11     RED HOT CHILI PEPPERS – Dark Necessities

12     BASTILLE – Good Grief

13     JOSEPH – White Flag

14     BORNS – 10,000 Emerald Pools

15     BECK – Wow

16     KUNGS & COOKIN’ ON 3 BURNERS – This Girl

17     DAVID GUETTA /CHRIS WILLIS/CEDRIC GERVAIS – Would I Lie to You

18     LP – Lost On You

19     R.E.M. – Radio Song (Acoustic)

20     JAMES VINCENT McMORROW – Get Low

21     WARPAINT – New Song

22     RAG N BONE MAN – Human

23    LIV – Wings of Love

24    A TRIBE CALLED QUEST – We The People

25    AVETT BROTHERS – Ain’t No Man

26    ANDREW McMAHON IN THE WILDERNESS – Fire Escape

27    YOUNG THE GIANT – Something To Believe In

28    DUA LIPA – Be The One

29     DECLAN McKENNA – Brazil

30     JAMES ARTHUR – Say You Won’t Let Go

31     KINGS – Don’t Worry About It

32     RAE SREMMURD f/GUCCI MANE – Black Beatles

33    ANDERSON.PAAK – Come Down

34    MONDO COZMO – Shine

35     THE XX – On Hold

36     ZARA LARSSON – Lush Life

37     CALUM SCOTT – Dancing On My Own

38     ALAN WALKER – Faded

39     JULY TALK – Push + Pull

40     CARLOS VIVES & SHAKIRA – La Bicicleta

 

Did Jose Villa Just Kill Your Business?

In a declaration distributed over the Thanksgiving holiday — appropriately, on Black Friday — José Villa, President of Los Angeles-based digital cross-cultural agency Sensis put another dagger into the fragile heart of U.S. Hispanic marketing.

Via the widely read MediaPost blog, Villa made the audacious proclamation that “Millennials and Gen Z are the Hispanic market.”

Using Geoscape data, a pie chart showed the following:

  •  Millennials now comprise 29% of the U.S. Hispanic population
  • Generation Z is now 36% of the U.S Hispanic population

That’s right. Some 65% of the Hispanic population falls into this group.

So, it’s natural for a digital guy who needs business to put marketer focus on this digitally savvy group, and hype up bilingual, bicultural blah-blah while ignoring some simple statistics that continue to get ignored by agenda-driven  business leaders.

  1. Who has the greatest amount of disposable income?
  2. Who depends more on Hispanic (i.e. Spanish-language media) than any other Latino group?

I challenge you to put “Gen Z” and “Millennials” as one of your top 3 answers.

Ladies and gentlemen, we are at a crossroads as an industry ready to tear itself apart over the digital revolution, increased use of English as a preferred language (but not an exclusive one), and advertisers who still only know what we as an industry tell them.

So let’s start telling them the truth and stop depending on agenda-driven save-my-business propaganda.

If not, the clients will be eating ostrich burgers with sofrito and adobo made from the contracts you lost.

Villa writes, “Most Hispanic marketing, however, is still focused on the 35% of older Hispanics and their Spanish-language media consumption.”

Well, did Villa ask perhaps why?

  1. The AARP Latino has far more disposable income. They are more likely to own or rent their own home. They likely spend more on travel, on health care, on clothing, on … well, just about anything.
  2. Older Hispanics are more dependent on Spanish-language media consumption. So, as a brand manager with a total marketing directive and limited budget, this would be more effective since younger Latinos can be reached on The CW and ABC, right?

Citing Nielsen and Kantar Media, Villa notes that 79% of major Hispanic media spend in 2015 went to TV (network + spot + cable) – “most of which went to Spanish-language broadcast and cable networks like Univision, Telemundo, ESPN Deportes and Discovery en Español.”

Here’s a serious question for you, José: Where else would be as wise as an investment in a total market world??

Villa continues about how the millennials aren’t getting their fair share of ad dollars, with regard to Hispanic efforts.

“While Millennials do watch Spanish TV, we know from our research that it is only a small part of their overall TV consumption – less than 1/3 of their average 15 hours of TV viewership per week. We also know that Hispanic Millennials and Gen Z spend most of their time consuming digital media. According to Simmons Connect (Spring 2016), digital makes up almost half – 47.3% – of Hispanic millennial media consumption on a weekly basis, or 45 hours per week! Yet almost 80% of Hispanic media spending goes to Spanish TV?”

As has been said many times in various ways, a Facebook “like” is not a sale.

We have put too much focus on millennials and Gen Z, a generation that has far less dollars than the Baby Boomers.

Yet we continue to be fixated on a Madison Avenue model that is stuck in the 1970s with respect to who the key target should be — first-time homebuyer, newlywed, baby on the way.

IN 1975 that could describe many a 27-year-old.

Today?

Give me a break.

“The reality is that the business of Hispanic marketing is still stuck in the past,” Villa writes.

That is incorrect. The entire U.S. marketing industry is stuck in the past by continuing to hyperfocus on a segment of consumers that may be trend-setting but aren’t the biggest spenders.

That must radically change if advertising agencies hope to stay relevant in the next five to 10 years. Otherwise, every major will have an in-house shop capable of doing the things you failed at in 2016.

Hispanic Thought Leaders 2016 Report Released

The 2016 Hispanic CMO Hispanic Thought Leaders white paper,  produced by Adam R Jacobson exclusively from HispanicAd.com, is now available for free download at HispanicCMO.com.

This year’s report again tackles the topic of “total market” — and how our honored thought leaders have changed how they accomplish their goals both through internal restructurings of the marketing and brand management teams, and from a reimagining of how multicultural agencies influence and direct a brand’s overall message.

Our eight Thought Leaders are champions of Hispanic marketing, singled out by a team of professionals led by Gilbert Dávila, Chair of the ANA Multicultural Marketing & Diversity Committee.

The report opens with a report on “total market” reaction, and action, on the agency level. We speak with Alma Co-President/COO Isaac Mizrahi and López Negrete Communications founder and President/CEO Alex López Negrete to get their unique views on how their respective shops have embraced — or rejected — “total market” approaches. López Negrete is especially vehement in his opposition to “total market” techniques seen in recent years.

The 2016 Hispanic CMO Thought Leaders Report is presented by López Negrete Communications.

The release of the 2016 Hispanic CMO Thought Leaders Report is tied to the ANA Multicultural Marketing & Diversity Conference, 18th annual ANA Multicultural Marketing & Diversity Conference, presented by Time Inc. The event is October 9-10, at the JW Marriott Los Angeles at L.A. Live.

Chris Carillo To Oversee SBS/L.A. As Radlovic Exits Again

Chris Carrillo, a veteran of SBS’s Los Angeles operations who has served as GSM, LSM and as a Sr. AE for the company’s regional Mexican KLAX-FM 97.9 “La Raza” and Latin Rhythmic KXOL-FM “L.A. 96.3,” has been named VP/GM for the Spanish-language duo.

“Chris’s radio experience and acumen are a matter of indisputable record and we’re confident of his leadership abilities in taking our stations to the highest level of operational excellence in the Los Angeles market,” Rodriguez said. “He knows radio, he knows the advertisers, he knows the Company and its people and he’s intimately familiar with our West Coast stations. No one is more qualified to take over the reins of SBS Los Angeles.”

Carillo has also been a Sr. AE for Clear Channel’s radio stations in Los Angeles.

Carillo assumes duties held since mid-July by SBS COO Albert Rodiguez and, prior to that, by Marko Radlovic.

Radlovic exited on July 15 after rejoining SBS/Los Angeles as SVP/West Coast Regional Manager in June 2015.

In that role, he also had oversight of regional Mexican KRZZ-FM 93.3 in San Francisco.

Radlovic had previously held various managerial positions at SBS from 2001 through 2011, including roles as Chief Revenue Officer and COO. From 2011-2005, he served as President/Market Manager for Cumulus Media in Los Angeles.

 

 

 

Third Edition of ‘Hispanic CMO’ Report Set For October

Hispanic Media Sales, Inc., publishers of HispanicAd.com, will publish the third edition of the highly successful and sought after Hispanic CMO.

We will be adding more “Thought Leadership” once again to this year’s edition.  We will interview the Top Hispanic CMOs with dedicated budgets and resources targeting the US Hispanic Consumer.

Gilbert Davila, a recognized and admired Hispanic Market expert, will curate the supplement.  Adam R Jacobson,publisher of the annual Hispanic Market Overview since 2010 and a U.S. Hispanic media expert will conduct the interviews and write the supplement.

The 2016 Hispanic CMO will tackle the key issues of the year:

  • How to measure effective and efficient ROI in the US Hispanic Market
  • Total Market and it’s positive and negative potential
  • Organizational Structure, both on the client and ad agency side to handle Total Market

The 2016 Hispanic CMO will be published on October 10, 2016 during the ANA Multicultural Marketing & Diversity Conference:

  • The supplement will be FREE to readers and is published digital to ensure additional pass along.
  • HispanicAd.com will promote heavily.
  • The 2015 Hispanic CMO published in November 2015 has delivered +7,000 download to date.
  • To read the 2015 edition CLICK HERE.

Sponsorship:

Participating Sponsor – 1 FP Hispanic CMO showcase section  – $3,500 net

For more information contact:

Gene Bryan at gbryan@hispanicad.com or 917-854-1706

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from The Adam R Jacobson Multicultural Consultancy