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Hispanic TV Set To Grow In Denver

According to Nielsen Claritas, Denver’s Latino population, roughly 20 percent of the market, is growing three times faster than the population as a whole.

The Denver Post‘s Joanne Ostrow in April 2010 talked to local and national media executives who shared their thoughts about the booming Latino population.

Most expect a thorough national head count – Census 2010 – to quantify their potential for growing audiences … and ad revenues.

“Denver has been late to the table,” said Miami-based Hispanic media consultant Adam Jacobson. “But maybe the time is ripe, and maybe the dollars are finally there for it to work.”

Jacobson also told Ostrow that the pace of  growth among U.S.-born Hispanics is greater than that of immigration. Thus, use of English among Latinos tuning in to media across the nation may eclipse Spanish as the years go by.

“Especially out West, the Hispanic population growth is age 10 and under. At that age, you’re probably watching Nickelodeon (rather than Univision or Telemundo). Within the next 10 to 15 years, the number of Hispanics who prefer to use English will increase.”

This is a controversial belief. Jacobson asks, “But who’s going to consume Spanish-language media if more of the kids speak English?”

At this point, a comment was misunderstood by Ostrow.

“The under-30s watch “Grey’s Anatomy” more than what’s on Univision,” he said.

Adam notes:

I was talking specifically about Cuban Americans born and raised in Miami, and did not clearly state this in my interview. As any statistician will tell you, Hispanic television viewing is driven nationally by the 18-34 demographic.  So my comment is obviously a bit odd and out of context.

The article appears on the front page of the April 20, 2010 edition of the Denver Post.

To read the entire story, simply click here.

FeatherHeart Introduces Bridal-Themed Pieces for Canines With Official Launch of ‘Love Me. Love My Dog’ Brand


COCONUT CREEK, FL — JANUARY 7, 2011. FeatherHeart, the pioneering creator of top-quality, unique accessories, in 2010 established itself as a premier producer of one-of-a-kind designs. For 2011, FeatherHeart founder Dannielle Kukar has set her sights on building on this success by launching brand with legs — four of them, actually.

LOVE ME. LOVE MY DOG, an extension of FeatherHeart, is set to make tails wag and heads turn. With all of the flair of her renowned designs for hats, fascinators and pins, Kukar has crafted the perfect pet accessory for the “dog parent” — the fashion-minded pet lover who treats their canine companion as a beloved family member.

From beautiful bridal-themed pieces that make your pet a welcome member of the wedding party to enjoyable, fun and imaginative everyday pieces, LOVE ME. LOVE MY DOG is the brand that speaks straight from the heart.

“As an award-winning graphic designer, creativity is my life,” notes Kukar, who created FeatherHeart in January 2010 following a successful career in fashion illustration and graphic design. “It is my intent to bring style and joy to the wearer, and have them feel that this is a piece that will be part of their lives for years to come.” Now, says Kukar, the joy and style exhibited in each LOVE ME. LOVE MY DOG design can be enjoyed by stylish women and  men, and their beloved pets alike.

Kukar, recently featured on WSVN-Channel 7 in Miami’s popular Deco Drive fashion and style program, uses her design experience to create the perfect balance of color and composition in her headpieces. “I combine feathers, in their natural form or dyed, with fabrics and crystals and other materials, some recycled or repurposed,” she notes. “The results are labor-intensive gallery pieces that are 100 percent hand-crafted and versatile.

Kukar’s Coconut Creek work studio may be where inspiration is fulfilled. But it is her everyday surroundings that oftentimes provide the spark — and key ingredients — to fulfillment. “My work area will never be pristine,” she says. “I like things lying around, so they can truly inspire me, and trigger me. Palm fronds were lying on the ground all over my community. I thought they were gorgeous … and I knew I was going to do something with them.” The palm fronds are integrated into one-of-a-kind cocktail hats, presently on exhibit at the Florida Craftsmen Gallery in St. Petersburg, Florida.

Featured items including the Gia Rock Star pet barrette, along with other FeatherHeart accessories, can be found on the FeatherHeart’s online shop, at more about Dannielle Kukar and FeatherHeart, visit

CONTACT:           PALOMA KUKAR, 954-249-1568,
ADAM R JACOBSON, 305-532-2928,

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Adam R Jacobson: Ready To Make 2013 Ring For Your Business

The Adam R Jacobson Editorial Services and Research Consultancy is designed to give media organizations, public relations firms and business that added edge –  with professionally managed research and writing capabilities not necessarily available to them otherwise.

Like what you see? Want someone like Adam R Jacobson in your organization?

Please contact us at We’ll be glad to chat with you!

Adam R Jacobson

Hispanic Market Research and Analysis
Radio-industry Marketing Communications

Main address:
157 SW 96 Terrace
Plantation, FL 33324 

Southern California bureau:
1310 Loma Drive, Suite C
Hermosa Beach, CA 90254

East Coast: 954.417.5146
West Coast: 818-231-1546

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DMG Solutions CMO Offers Ideas On Navigating Today’s Media Mix


Marcelo Salup, Chief Marketing Officer of multicultural advertising and marketing firm DMG Solutions, doesn’t want to discuss “the demise of media.”

In Salup’s view, all media is additive. “They are all real … we need to get over them.”

Salup also refuses to talk about specific vehicles, such as Facebook or Twitter, when discussing effective advertising.

“Advertising is only about modifying people’s habits,” he told nearly six-dozen attendees on December 3 at the Versailles Breakfast Club in Miami’s Little Havana. Addressing the local business professionals, Salup added, “The moment you start forgetting about [modifying people’s habits] is the moment you start to forget advertising.”

Salup’s bottom line: Advertising and marketing professionals should always try to modify something about their target audience’s buying patterns. This can be done through the creative expression of ideas. With this focus, the pressure of finding the right vehicle to deliver the best message is eased.

“It is what I tell you … not where I tell you the message,” Salup says. “It is not about the media. It is about the creative. What does media do? It delivers the message.”

Stressing the importance of content, Salup continued, “Content is what really engages the consumer. From a media perspective, it is about delivering the message to the right people. And, it is about delivering the right message.”

Salup also believes that all messages “lead to one” — that is, it is ultimately up to one single person to decide whether or not to act on what they see or hear in an advertisement.

“All media goes into one place,” he says. “It goes into your brain. It doesn’t matter where it is coming from.”

That’s why Reach Wins, Salup concludes. “Loyalty is a far second to reach when it comes to effectively reaching consumers,” he says, citing the advertising research study “Why Brands Grow,” jointly conducted in 2002 by the University of Houston and the University of Central Florida.

Among the other key points Salup shared with attendees:

* The most effective media plan is boring.

* Putting more money into a single medium is inefficient. You won’t get effective results.

* Ask yourself, “Does the message fit the media?”

* Listen to the audience, not yourself.

Salup reasons, “We could care less about our own opinions [at DMG]. All we care about is what the consumer thinks.”

A Case For A New Alternative: “Rock of the ’10s”

In March 2010, I wrote some commentary about KROQ and KYSR in Los Angeles and where “Modern Music” is headed.

Sadly, it headed into the dumper. But did it?

So-called Alternative music stations aren’t Alternative anymore. Nor are they modern. Most are now Classic Rock stations for Gen-X.

Yet there’s product out there. Somewhere. KCRW/Santa Monica offers some. Xfm 104.9 in London offers some. Even WFNX/Boston does.

That’s why I can’t stop thinking about this — we are reliving 1979-80 all over again when it comes to the future of rock music.

Some programming consultants will tell you Rock is dead.

I don’t believe it.

Even with large multiethnic audience, music cycles have proven rock will return.

We also forget that in Latin American markets like Lima, Active Rock never died. Same goes for Bogotá. Mexico City had a very successful Alternative station before it was ultimately shut down for a variety of reasons (98.5).
What I find fascinating is that the current trend of Modern Music skips over the 1990s, as if all the music I thought “destroyed” the format (Nirvana, Stone Temple Pilots, Green Day, Pearl Jam, etc.) are non-factors. Listen to some of the sounds from acts like Cut Copy, Arcade Fire and Matt & Kim – the influences are there.
So I experimented. What would a radio station sound like that focused on new music yet embraced the “cutting edge of rock” of the 1980s?

What market could it work in, successfully enough to start a trend?
Here is what I came up with:
107.5 THE POD
What’s Next For Houston
WEEZER Hash Pipe
A SILENT FILM You Will Leave A Mark
KEANE Under Pressure
MUMFORD & SONS Little Lion Man
DEPECHE MODE Policy Of Truth
HURTS Wonderful Life
PHOENIX Lisztomania
SPOON Got Nuffin
THE XX Crystalized
GORILLAZ Feel Good Inc.
MUSE Starlight
TIESTO f/TEGAN & SARA Feel It My Bones
ARCADE FIRE Ready To Start
CURE In Between Days
M.I.A. Paper Planes
GOSSIP Heavy Cross
JANE’S ADDICTION Been Caught Stealing

Here’s the problem: This may be cool for a person in their 30s seeking new music, a “Hot Adult Alternative” if you will.
But I cannot figure out how to program a Modern Music format for 12-34 year ols. Their is not enough product – or none at all – that could possibly lure them unless there is a heavy nostaglia movement going on. 
Yet perhaps “Hot Adult Alternative” is a way for stations in markets where there is heritage for Alternative and listeners have aged beyond the demo of the current station.

What are your thoughts? I’d love to get your feedback. Please leave them below.

Hispanic Market Media Strategist

America’s Latino Future: 2015 and Beyond

American University alumni in South Florida  on October 5, 2010 enjoyed the first in a series of business, networking and social events. In America’s Latino Future: 2015 and Beyond, a select group of individuals got a sneak peek at the changing complexion of the U.S. population and how marketers and media have reacted.

Hosted by Adam Jacobson, SOC/BA ’94, Arthur Rockwell of Geoscape joined Luigi Bellizzi of Grupo Latino de Radio in an engaging conversation about where the nation’s Latino population is headed – and how media companies and advertisers should react.

Rockwell offered a PowerPoint presentation to all participants. To download your complimentary copy, click here.

For more on American University, contact Melissa Blevins in the office of alumni relations at 202-885-5933.

‘Flying High’ – Mergers, Alliances Reshape Air Travel In Latin America

Flying High.
By Adam Jacobson

Latin America represents one of the hottest growth opportunities for airlines, as competition makes mergers and alliances the new name of the game.

Travelers flying around Latin America today are enjoying options that were unimaginable just a few years ago. Given the bevy of new routes, direct access to more cities and the entry of scrappy, low-cost carriers, business and leisure customers are flying high.

So is the industry. The expanding ranks of global airline alliances are credited with helping to boost business for a broad swath of carriers operating in the region. And Latin American carriers, unlike many struggling counterparts in the United States and Europe, managed to skirt the turbulence of the crisis.

More at Latin Trade magazine

‘Premios Juventud’ – A Huge Youth Opportunity For Univision

For the seventh year, the biggest stars in Hispanic television, movies, music and sports will descend on Miami this evening for Univisión’s Premios Juventud (Youth Awards) show.

The Miami Herald’s Bridget Carey offers a front-page report in today’s Business section on the show and why advertisers and Hispanic media believe targeting bilingual, bicultural Latino youth is vital.

Hispanic media consultant Adam R Jacobson was quoted in the article.

To read it in its entirety, click here:

ElBlog: The loss of Home Depot is troubling. But it’s gone.

Editor’s Note: The following editorial appears in the April 5, 2010 weekly update. To view the original post, click here. To express your view or opinion on this subject, please do so at the bottom of this page.

As a non-Latino with 17 years of professional experience working in the U.S. Hispanic market, I find this week’s events in the marketing and advertising world disturbing.

Thanks to my desire to learn about Latinos in the U.S. – their likes, dislikes, media preferences, brand loyalty vs. non-Latinos, thirst for knowledge, empowerment and advancement – I bring a unique perspective to the table. I would like to think I have a Latino soul.  Or maybe I’m simply Pan-Latin at heart.

At any rate, I may be the «único gringo» that understands how devastating The Home Depot’s decision is to a fragile industry at a crossroads.

It has been stated many times over the last several years in White Papers and at industry conferences that by the end of this decade, more Hispanics will use English than Spanish as their preferred language of choice.

That’s not to say Spanish will be evaporating from U.S. Hispanic culture – it’s just that English will be more prevalent. U.S.-born Hispanics will outnumber the foreign-born Latino immigrant. Latino-flavored programming in English will be found in greater abundance on television, on the internet, on radio and in print.

Where does that leave Hispanic marketers?

Ready for the future, or lost in the past.

No longer can a client pitch focus on Spanish-language advertising alone when it comes to delivering the total Hispanic consumer audience. We’ve heard it for years. But what agencies are actually heeding this advice?

Creative Civilization stands out as one. San José Group saw some success with American Family Insurance. But then I have to think … really hard … about the other examples of general-market work from “Hispanic” agencies.

The next 10 years will be difficult for “Hispanic” agencies who continue to ignore the future, a world where “general market” agencies will only get savvier when it comes to Latinos and decide that having a wholly owned Hispanic shop is no longer cost-effective.

It’s coming. But how do we slow it down, or actually stop it?

By coming together and fighting. We know Latinos. We also know that Latinos will become one of the biggest overall consumer segments in the U.S. So … wouldn’t it be prudent for our “Hispanic” agency to handle your entire account?

The loss of Home Depot is troubling. But it’s gone.

Now we should work together to make sure a “Hispanic” shop gets a big total-market account.

Can you imagine what would happen if The Vidal Partnership won a quick-service restaurant’s entire account, handling both non-Latino and Hispanic?

Heads would turn. People would talk. AdAge readers would go bonkers.

None of that happened with the Home Depot’s decision to dump Vidal Partnership.

Now is our moment. With Census 2010 just around the corner, U.S. Hispanic advertising dollars should be set to explode. AHAA and the ANA need to set the stage for industry unity – for the leaders and pacemakers to come together with common goals for growing the entire pie, instead of trying to divide one slice in 15 ways.

Vidal Parternship’s competition is no longer AlmaDDB, Grupo Gallegos, Zubi or the many other dynamic agencies that specialize in Hispanic advertising. It is Richards/Lerma, Crispin Porter + Bogusky, and any other non-Latino agency that has the desire to do what AHAA member agencies have excelled at for nearly three decades.

Together, “juntos y unidos”, the industry can break out of its malaise and set the tone for the next decade and beyond.

Our industry leaders each hold the ticket to a destination. But are we in agreement on what that destination is? And, if so, are we going to get there together or individually?

If we can’t even agree on a destination and a unified way of reaching it, this industry is destined to disintegrate.