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Hispanic media opportunities continue to climb

apr15_pageheaderThe media has undergone many changes over the last several years, and one of the biggest trends to emerge is the steady growth of Hispanic-targeted media. Now with a booming 50.5 million Hispanics living in the U.S. according to 2010 census figures, it’s not surprising that 2011 has brought more growth and expansion into the Hispanic market for media and PR pros.

According to the Los Angeles Times, Spanish-language network Univision brought in more primetime viewers than NBC earlier this month. The L.A. Times also reported that Univision said it attracted more viewers 18 to 49 than NBC on about 50 percent of nights during the first quarter of 2011. Meanwhile, NBC is ramping up its own Hispanic campaign with a sales initiative called Hispanics at NBCU.

Fox is also joining the growing ranks of Hispanic media with its new division Fox Hispanic Media, reported the New York Times. The new division will consist of two existing channels, Fox Deportes and Utilisima, and a new channel called Nat Geo Mundo, which will be a Spanish-language version of the National Geographic Channel and the Nat Geo Wild channel. Over at CNN, the network continues to expand CNN Español and recently added to its team of journalists. And earlier this month, the San Diego Union-Tribune increased the circulation of Enlace, a Spanish-language weekly, by 23 percent, reported Editor & Publisher. “Demand for Enlace is up due to the growing number of Spanish-speaking households within key areas of San Diego County,” Rita Jurczyk, director of major media sales for the Union-Tribune, told Editor & Publisher.

The expansion of media targeting the Hispanic population hasn’t been lost on Ozzie Godinez, CEO and co-founder of Paco Communications, a multicultural marketing agency based in Chicago. There is more English-dominated programming targeted at Latinos, as well as Spanish and bilingual programming, he noted. Meanwhile, the big Hispanic-targeted networks like Telemundo and Univision continue to grow. In addition, a large percentage of that growing Hispanic population is on the Internet, adding the complexity of online and social media to the mix and making it a more dynamic opportunity, he noted. “What you’re seeing is the multicultural market in general is almost becoming the mainstream market. Our reality of what we thought the mainstream market was has completely changed,” Godinez said.

As a further result of the population growth, he believes mainstream agencies will get more calls to develop campaigns. As for Paco, he noted, they too have received more calls for Hispanic-focused PR and advertising. “It creates a unique opportunity for us. I feel we’re poised for growth simply because our reality has been this multicultural landscape and I think it has become more mainstream America.”

Padi Selwyn of Padi Selwyn Marketing & Communications, recently finished a campaign targeting the Hispanic population in the Northern California community of Santa Rosa where she said 25 percent of the population is Latino. The community’s population has been pretty stagnant, except in the Latino community, which is also a younger demographic, she noted. “People migrating here are younger families. If I had a private school, or daycare or I was selling products and services that could benefit by getting more customers, I would certainly be skewing that toward the Latina community because that’s where the growth is happening, and I think anyone who isn’t is missing the boat,” she said.

— Katrina M. Mendolera

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