Los siguientes son cinco probables titulares del Censo del 2010 basados en las tendencias demográficas, como explica Mebrulin Francisco.

1. Portada
SPECIAL CENSUS PREVIEW SUPPLEMENT
R

3. Portada
SPECIAL CENSUS PREVIEW SUPPLEMENT
R
SPECIAL D Five key data points to
ISSUE look forward to in the
2010 Census that validate
HIGHLIGHTS Hispanic marketing
E The question of Language:
English, Spanish or both?
I The main Issue:
How much will the Census
Impact Hispanic
Marketing Budgets?
Will Corporate America's
CMO's listen?
K Portada's Emerging
Hispanic Markets Forum,
NYC, September 21, 2011
CENSUS RESULTS RELEASE TIMELINE
By 12-31-2010 By 3-31-2011 By 5-31-2011 By 9-30-2011
Apportionment counts will US census has to provide Raw data will not be Publication of 2010 American
be delivered to the President complete delivery of data released publicly on Community Survey (Data that
within nine months of to the States no later the census site until expands on the enumeration study,
Census Day (on or before than March June 2011 including data such as language and
December 31, 2010) Household Income)
PORTADA'S SPECIAL CENSUS
RESULTS ISSUE
(C)

4. Preview: Key Data Points
The following are five likely Census 2010 headlines based on demographic trends as explained by
Mebrulin Francisco, Senior Research Analyst of Mediaedge at Portada's Fourth Annual Hispanic Digital
and Print Media Conference. The presentation is based on data by the U.S. Census and the American
Community Survey.
1 Hispanics will continue to 3 Age Distribution will show that
grow and become the largest Marketers targeting Gen Y need
“minority” outpacing the to think Hispanic
growth of the general market
WHY?
WHY? 22% of the U.S. population under the age of 18 is
The 2000 U.S. Census projected that by 2010 Hispanic and 18% of the U.S. population between the ages
Hispanics would make up 16% of the total U.S. population of 18 and 44.
and 24% by 2050. Some estimates predict that Hispanics
will amount to 30% of the U.S. population by 2050. U.S.
born Hispanics will drive the majority of growth. 4 Spanish will continue to be
the dominant language spoken
2 Hispanics will be represented among Hispanics
in more geographical areas of WHY?
the U.S.
In 2009, a significant percent of the market commu-
WHY? nicated only or mostly in Spanish (37%), a 68% change from
the 2000 Census. (More detailed information on page E).
The Hispanic population in states which traditio-
nally had a relatively small number of Hispanics will grow
exponentially. 5 Hispanics' wallets will continue
to get fatter
Below is a list of the 30 States whose WHY?
Hispanic population has grown the most
Hispanic spending power increased by 6.4% between
North Dakota 151% Maryland 53%
2005 and 2008 versus 2.9% for the general U.S.population.
Arkansas 107% New Hampshire 53%
West Virginia 98% Pennsylvania 52%
Small Business Owners are growing faster among
Montana 94% Kansas 51% Hispanics than in the General Market. Between 2002 and
South Dakota 84% Virginia 51% 2007 the number of Hispanic Business Owners increased by
Vermont 75% Missouri 50% 43% vs. 14.5% for non Hispanics.
South Carolina 74% Georgia 48%
Maine 73% Oklahoma 46%
Kentucky 71% Iowa 46%
Mississippi 65% Louisiana 45% Hispanic consumer spending led overall U.S.
Alabama 65% Indiana 45% market growth in the following categories
Tennessee 63% Wisconsin 44%
Minnesota 57% Nebraska 41%
> Food business - Growth in Hispanic spending
North Carolina 56% Delaware 40%
Alask 54% Oregon 36%
explains 30% of the growth of the overall market.
> Education - U.S. Hispanics spent 58% more on
education compared to 9% for non-Hispanics.
NOTE: Note: % Increase of the ratio Hispanic population/Total state > Entertainment - U.S. Hispanics increased their enter
population between 2000 and 2008 tainment spend on fees and admissions by 14% as
SOURCE: U.S. Census
compared to a 7% decline for non-Hispanics.
(D) Q1 2011 | www.portada-online.com

5. Language
Spanish, English or Both?
The crucial Question for Marketers
and Media
ne of the main data points to tracks trends among Hispanics and Spanish. Currently with the immigra-
O look at once the 2010 census
results are out is the new distri-
found that 68% of Hispanics 18+
agree that Spanish language is more
tion debate the pendulum is now
swinging back to the past which I
bution of Spanish-only, Bilingual and important to them today than it was think is very sad for our children”,
English only speakers in the Hispanic five years ago. This was true even Torres adds.
population. among segments that had mostly
According to the 2009 edition of Natives and were raised in an Anglo- > Less urgency to be fluent
the American Community Survey, in environment; bi-cultural (88%) and in English
2009 a significant percent (37%) of assimilated (54%). “The truth is that the micro com-
Hispanics communicated only or mostly munities or barrios emerging in urban
in Spanish, a 68% increase from 2000, > Major Shift in Sentiment areas create a safety zone for a Spanish
when they amounted to only 22%. Francisco explains that only or mostly environment. You can
Another expected 2010 census MECBravo’s has a proprietary segmen- be in this country and not need to be
result is that U.S. born Hispanics will tation tool called “The Nuevo fluent in the native language to get
drive the majority of growth. With the Americans.” This model takes a differ- ahead.”, Mediaedge’s Francisco notes.
growth coming from the non-immi- ent approach to the Hispanic market
grant population, which traditionally focusing on consumer motivations and > Implications for Media...
are more familiar with English, what is attitudes rather than demographics or Language preference of Hispanics is
the reason for such a big increase in the acculturation. “When we first conduct- determinant for the media vehicles
mostly Spanish only proportion? ed the segmentation in 2006 we found catering to them. Spanish-language
“Language assimilation is rapid and that there was a segment of the media has a very significant impact on
mostly complete by the third genera- Hispanic market that was completely the US advertising and media markets
tion. There will be a decrease of immi- removed from Latin culture. overall. In the third quarter of 2010
grants, who are primarily Spanish- Ultimately the only thing that made Univision had the second highest
speakers. However, native born them Hispanic/Latino was their last age18-34 ratings of all broadcast net-
Hispanics are increasingly learning name. However when the segmenta- works. In fact, during the first week of
Spanish for cultural and economic rea- tion was updated in 2009, we found a September 2010, Univision beat out
sons”, says Edward T. Rincon, presi- major shift in sentiment among this the Big Four networks among all 18-49
dent at Dallas based research firm group and there was a higher affinity and 18-34 in primetime.
Rincon & Associates. towards Hispanic culture, media and Broadcasters like Univision,
Mebrulin Francisco, Senior involvement”, Francisco explains. Telemundo and V-Me are set to be the
Research Analyst at Mediaedge in New Albert Torres, Chairman and CEO of main beneficiaries of the expected
York City says that several theories Tu Decides Media, a bilingual newspa- expansion of Spanish-dominant Hispa-
have emerged to explain the increase in per publisher in the Pacific Northwest nics. So are many Hispanic newspapers
the Spanish-dominant population: notes that the Hispanic community has (although there are exceptions like San
gone through many different phases Antonio Express News’ Conexion (English)
> Hispanic Pride regarding the usage of Spanish and and Chicago’s Extra newspaper (bilin-
According to Francisco, “Reaccul- English. “There was a time not long gual). Weekly Hispanic newspapers are
turation is more than a buzz word. As ago when it was shameful to speak often the first type of publications to
an industry we speak a lot about the Spanish and parents were discouraged emerge and historically have been more
reemergence of Hispanic pride, now from teaching their children Spanish. likely to serve immigrant populations.
research tells us that this is indeed a The pendulum swung the other way To a large extent they can be seen as
macro trend among Latinos in the US. for a while and it became in vogue to
The Futures Company, for example, be able to speak a foreign language like
Q1 2011 | www.portada-online.com (E)

6. Language
grassroots media and engage the com- The Heterogeneous Hispanic Media Market
munity they target with local content.
Jacqueline Hernández, Chief MEDIA TYPE Spanish Bilingual English Total
Operating Officer of the Telemundo
Communications Group, Inc, tells Magazines 158 (55.6%) 43 (15.1%) 83 (29.2%) 284
Portada that “we are constantly reflec-
Newspapers 199 (73.7%) 48 (17.8%) 23 (8.5%) 270
ting the U.S. Hispanic market in our
content and to do this we turn to data. Newsletters 29 (13.2%) 64 (29.2%) 126 (57.5%) 219
We are very excited about the Census
data as it will provide us with tremen- Websites 15 (66.6%) 6 (24%) 4 (16%) 25
dously valuable insights.” Hernández
Radio Stations 487 (83, 3%) 29 (4.9%) 68 (11.8%) 584
notes that preliminary data shows
growth of Hispanic populations across Television Stations 123 (83.6%) 7 (4.7%) 17 (11.6%) 147
all states. One market in particular is
Chicago. ‘We used this insight with NOTE: Number of media properties published/broadcast per language. Percentage of overall number
our recent launch of 'Alguien Te Mira', in brackets.
which takes place in Chicago. We also SOURCE: Portada Database
expect to see growth in biculturals and
U.S. born Hispanics. This is great news
for us as we continue to grow mun2- guage choice in targeting Hispanics”, Houston.
the number one cable network speak- says Rosa Serrano, a former Director of According to Serrano, “Spanish lan-
ing to YLA’s-Young Latino Americans, Planning and Buying at Lopez Negrete guage tends to be the constant for all
in a uniquely American voice. It is also Communications, who recently created clients as this will accomplish two very
the core target. We are looking forward ReSults Media and Marketing Partners, key goals. First, reach Hispanics who
to when the data is released next year her own advertising agency in are missed in English language com-
so we can continue to use the findings
and grow our audiences.”
Other pay TV providers like
MTV’s Tr3s and LATV that are geared
A COMPRAR!
Consumer categories for which Spanish-dominant Hispanics overindex
to bilingual Hispanic youth would
also profit from a growing acculturated
Hispanic population. > Automotive: Live in a household where at least one of the vehicles is
Regarding websites, usage has his- a hybrid (Index 273)
torically skewed more to English-dom- > Baby/Children: Live in a household that uses baby food, cereal, juice
inant Hispanics as it has taken a longer (Index 280)
time for Spanish-dominant Hispanics > Baby/Children: Live in a household that uses baby/children's shampoo
to go online. In fact, English-domi- (Index 196)
nant Hispanics do not necessarily visit > Non-Alcoholic Beverages: Live in a household that uses instant coffee
websites exclusively geared to (Index 225)
Hispanics. The 2010 edition of AOL’s > Non-Alcoholic Beverages: Drink energy drinks (Index 177)
annual Hispanic CyberStudy shows > Telecom: Made long distance calls outside of the U.S. in the last
that 23% of the US online audience is 3 months (Index 261)
Spanish-dominant which means they > Telecom: Have telephone credit card/pre-paid calling card (Index 220)
consume most of their media in > Travel: Use travel agent services (Index 123)
Spanish; 31% are bicultural consum- > Health and Beauty: Use home pregnancy tests (Index 153)
ing most media in English and 46% > Medicine: Use cough syrup (Index 133)
US dominant consuming most of their > Food: Live in a household that uses meat alternatives (Index 169)
media also in English. > Food: Live in a household that uses flavored gelatin desserts
Above is a table that breaks down (Index 130)
different media properties by the lan- > Food: Live in a household that uses canned milk (Index 126)
guage they use: > Food: Chew gum (Index 125)
...and Marketers
“There is truly not one answer to NOTE: Some consumer categories for which Spanish-dominant Hispanics over-index relative to the
the question of what determines lan- entire U.S. adult population.
SOURCE: Spring 2009 full-year Experian Simmons National Consumer Study.
(F) Q1 2011 | www.portada-online.com

7. Language
munications because of their preference
for Spanish language media. There will A COMMUNITY NEWSPAPER'S RATIONALE TO
also be a number of Hispanics who will
be exposed to English language messag-
PUBLISH A BILINGUAL NEWSPAPER
ing but the impact of advertising may
not be as effective because the language Albert Torres, Chairman and CEO of Tu Decides Media, a
or cultural cues do not resonate with company that publishes a free weekly newspaper in
them as creative developed with print and digital format in Washington State and
Hispanic insights.” Northeastern Oregon has interesting views about the
Second, Serrano notes, “the effi- role language plays to reach Hispanic audiences. Below
ciencies of reaching Hispanics using are excerpts of a recent interview we published on
www.portada-online.com.
Spanish language channels are still
much greater than reaching them with
English language media. Your dollar Portada: What is the reason you and what is happening in Arizona. If
spent in Spanish language to reach publish a bilingual newspaper? the newspaper was only written in
Hispanics will allow the client to reach Spanish we would miss the oppor-
more consumers than the dollar spent Albert Torres: “Even though I tunity to share our thoughts with
in English. This is significant when was born in Mexico, I arrived at a others that can't read Spanish. In
you consider how many major US very early age to the United States order to create change you need to
markets have Hispanic populations and share more characteristics reach people that are different than
that are 30% or higher compared to with the second generation yourself.”
the overall population.” Hispanics. I am bilingual but prefer
to read in English. I can read Portada: Why do you also pu-
Dual Language Communications Spanish but I am slower and won't blish in Spanish?
However, Serrano adds “Hispanics do it if it wasn't absolutely neces-
are consuming media in multiple lan- sary. I felt there was a large enough Albert Torres: “The newspaper
guages and any effective plan should gap between the English media and is also in Spanish because we want
include dual language communications. the Spanish media. The stories in to retain the ability to read in
Clients who are commited and savvy English didn't quite capture our Spanish. Having the ability to speak
about the Hispanic consumer will not essence and lack the necessary English and at least one other lan-
stop with Spanish language media background to make sense. I didn't guage can have meaningful
investment and call it a day but rather see an accurate picture of the rewards. Being able to read an orig-
also consider how they are reaching Hispanic community but rather inal story without translation and
this key consumer via their English lan- what others thought we were like. without someone else's opinion and
guage communications.” Serrano cites The Spanish stories tend to focus allowing the reader to make up your
McDonald's, Bank of America, more on Latin America which holds own opinion is extremely valuable.
Walmart, and State Farm among the a special place in my heart but I am This is why we called our newspa-
clients who are doing this. more concerned about what is hap- per Tú Decides or You Decide.”
Sales executives at media properties pening in my community here in the
often face an uphill battle when trying United States. Portada: What is the circulation
to convince clients and agencies about I also found out that beyond fill- of your publication?
using Hispanic media (Bilingual or ing the gap as a bilingual newspa-
English) to target English-dominant per in the Pacific Northwest we Albert Torres: “ We are current-
Hispanics. “It is extremely difficult to were able to become a multicultur- ly printing 20,000 copies weekly and
convince advertisers of the opportunity al bridge where we could share sto- send out an additional 10,000 e-mails
to target English-dominant ries about each other while remov- attaching the digital version of our
Hispanics”, says Albert Torres, ing language as a barrier to under- newspaper. We also are experienc-
Chairman and CEO of Tu Decides standing each other. Some of our ing approximately 3,000 downloads
Media, a bilingual newspaper publisher stories are written in English and from our website (www.TuDecides
in the Pacific Northwest. are translated to Spanish and some Media.com) of the digital newspa-
Torres adds that “probably the sin- are written in Spanish and are per. The English copies are down-
gle biggest misconception about translated to English. Take for loaded more by a factor of 4 to 1 or
Hispanics is that people think we only instance the immigration debate 80% English and 20% Spanish.”
read, speak and write in Spanish. I love
Q1 2011 | www.portada-online.com (G)

8. Language
to listen to Spanish music and movies but I prefer to have
the ads in English to understand the new technology terms
being offered by cell phone companies, types of policies being
offered by insurance companies and the type of financial
instruments available at the local banks. Beyond entertain-
ment I prefer to see the special offers in English.”
Another factor, Torres emphasizes is the amount of
influence that English dominant Hispanics have on the
Spanish dominant Hispanics. As an example Torres says
that since he was eight years old he has been involved
in every purchase his parents did. “Especially large or
complicated purchases. In other words you can try to
convince my father to buy something only to find that I
have a huge amount of influence over his buying decision.
I have chosen his doctors, homes, cars, banks, and even
employment. I have filled out every employment application
for every job he has ever had and I have filled out every
form when he owned his own business.”
Juan Guillen, CEO of Defining Trends Media Group a
New York City based company that connects with the bilin-
gual & bicultural Hispanic market through digital media,
events and LatinTrends Magazine, asserts that “the market
for English-language advertising targeting Hispanics should
be “huge, but the ratio of allocated ad dollars is not.”
“We are dealing with major numbers here, when 92% of
Latinos 18 and under are U.S. born, this is a strong indicator
of where the future is heading with regards to U.S. born and
raised Latinos. To me, that means opportunity, because it
will only increase with time, especially when there are more
media properties catering to this market. think about it, not
too long ago there were practically none.”
(H) Q1 2011 | www.portada-online.com

9. Hispanic Marketing Budgets
Will Corporate America's CMOs listen?
It is the crucial question. How will the publication and by reaching, connecting and converting multicultural
interpretation of the 2010 Census results impact consumers into their customers”, says Jacqueline
Hispanic advertising and marketing budgets. “I believe Hernández, Chief Operating Officer of the Telemundo
the data will speak for itself and “sell” itself. We are in Communications Group, Inc.
new times and this is a “New America”. When you But how do multicultural marketing directors see
see the numbers, the changes in demographics, the this? How are they going to “sell” the census results to
shifts and, most importantly, where the growth will their CMO's (Chief Marketing Officers)? Portada asked
continue to come from; there is no question that every the following questions to four major clients:
CMO who wants to grow their business needs to do so
1. What are the main factors behind the size of your company's multicultural marketing budget?
2. What do you think is in the way of increasing multicultural marketing budgets in Corporate America?
3. How do you try to convince your company's leadership to increase multicultural marketing budgets?
4. How is Hispanic marketing/advertising embedded into your company's sales and marketing organization?
5. What light do you expect the 2010 Census to shed on the particular audience segment your company targets?
THIS IS WHAT THEY HAD TO SAY:
Hector Vallejo versations that go behind closed doors when Senior
Multicultural Marketing Manager Executives are deciding where the resources will go to. That's
STANLEY BLACK AND DECKER where you have to fight the battle and as more Latinos get into
those leadership positions I believe you will see budgets
becoming more realistic.”
1. The % of Hispanic Contractors in the industry is a major fac- 3. “First, the size and growth of the market in our industry
tor - by 2012, 40% of contractors in the US will be Hispanic so makes it an undeniable proposition. Second, having a compre-
we need to make sure we are allocating the right resources to hensive strategy outside of just promotions and marketing
more effectively penetrate this market. The second factor is the campaigns gives them more confidence in investing the
lack of culturally relevant communication resources we cur- resource: you got to have a long term strategy that impacts all
rently have. We need to bring our communication elements up aspects of your business, not just one area. The dollars have to
to par with the general market therefore you will see an invest- get stretched as much as you can, especially in this space. Put
ment in developing all the “fundamentals” first before we together a 3-5 year strategy that shows how you plan to grow
increase our advertising spend. and take share for your company and get a buy in on a long
Over the last 6 months, we have translated our entire tools lines term plan and not a one year plan. Your strategy needs to show
into Spanish in our system, launched a full size Spanish Catalog year after year growth when you present it. I think a lot of
and developed an entire line of culturally relevant POP (ban- Senior Leaders get shocked when you try to swing for the
ners, posters, headers, premiums, etc.).The last factor is the fence asking for budgets. Lastly, you have to show results.
need for bilingual employees that understand the cultural Sometimes its better to do something small really well to show
aspects of our target consumers, particularly in the field jobs the impact those dollars can have if you amplify them to more
where they interact with our consumers on a daily basis (retail markets, to more people, to more promotions, to bigger spon-
sales, field and event marketing, service locations, consumer sorships.”
services, etc.).
4. “We have a Hispanic Marketing Advertising Budget that sup-
2. “The globalization of the economy plays a major factor for ports all key activities: promotions, new product launches, key
companies like ours who might see better opportunities out- retail events. This is the first year that we have this and it is
side of the US to invest in, especially with a down economy in now a “fundamental” part of our business as we launch differ-
the US. There are other markets that are doing better and the ent marketing campaigns and new products.”
market share potential is higher than the US in many cases.
Another factor is most companies struggle understanding what 5. “That they are a much bigger part of our business than we
is the true profit potential of the Hispanic Market. What can this thought and that they are a much bigger influencer in deciding
market deliver to their business? Companies that understand what products to buy. I think the buying power within our indus-
this, have increased the investment in this segment and are try will be much stronger coming out of this economy than
doing better than some of their competitors and will come out going into it.
better after the economy recovers. I also think there is a lack of
Hispanics in leadership positions that can be a part of the con-
Q1 2011 | www.portada-online.com (I)

10. Hispanic Marketing Budgets
Felix Tejeda ISTE (International Society for Technology in Education) to
Brand Marketing bring the power of technology and professional basketball to
Sprint Prepaid Group middle school students by providing teachers with interactive
and engaging technology opportunities. In addition, we select
key industry influencers and partnerships that align with our
business strategies to generate awareness, preference and
1. Simply said, our organization understands the market place consideration for our products, services and solutions.”
and thus balances opportunities and risks to allocate invest-
ments depending on the objective at hand.” 4. “At HP, we fully embrace the concept of diversity, based on
the importance of focusing on the possibilities and not the lim-
2. “At the end of the day it is about maximizing marketing itations. We think that true capabilities and leadership cannot
investments to target the right consumer for the brand and cat- be defined or limited by gender, race or religion. For all of us to
egory, so it is about identifying where the growth is.” win in today’s fiercely competitive marketplace, we will need to
embrace our differences and mirror the diversity of our cus-
3. “Multicultural leaders must leverage consumer data to tomers and the world around us.”
engage their leadership to build the rationale that a dollar
invested in targeting a multicultural consumer delivers x times 5. “The Census 2010 will show new data showing coast-to-
the investment in revenue. The hope is that the multicultural coast growth in the Latino population which will further cement
consumer over delivers when compared to its general market the need of companies to aggressively continue approaching
counterpart.” this segment of the U.S. population.”
4. “The Hispanic segment is a top priority that is reflected in our
exemplary worth ethic of our sales and marketing organization;
from advertising to customer life cycle”
5. “Our organization is well versed in the national population Juan Job
figures, but we'll be sure to review the data to identify any new VP Head of Hispanic Markets at
trends.”
New York Life
1. “An important variable affecting our Hispanic marketing
Lesley Mc Norton efforts is whether a market is defined as Hispanic or not. We
Multicultural Marketing & Americas define a market as Hispanic if 50% or more of its customers
Brand Manager are Hispanic. We have associates exclusively devoted to the
Corporate Marketing, HP Hispanic market in the following units: New York (two), Fresno,
CA, El Paso, TX, Mc Allen, TX, Edison, NJ, Miami, FL and San
Antonio, TX. New York Life's Hispanic marketing team
1. “HP will continue to invest in the multicultural market. We increased from 5 to 27 Hispanic marketing associates over the
see that it presents tremendous growth opportunities for HP’s last 15 months. In 2011 we are expecting an additional 11 as
consumer and small and medium businesses. Continuing to we open additional units specifically devoted to the U.S.
understand and invest in this market is core to HP’s vision.” Hispanic market in San Diego and Tampa.
Our company's multicultural markets unit, which includes the
2. “Demonstrating the business opportunity these audiences Hispanic marketing unit, generates more than a third of the
represent and executing to achieve a strong ROI. HP is the #1 company's retail revenue and is outpacing the growth of the
IT company and has the 10th strongest brand in the world, with rest of the company. Most of our ad buys are done on a local
over 300K employees who are listening to customers, watching level. We partner with our agents to undertake co-op
trends and partnering to make a difference. HP believes Advertising, mostly sharing the costs by approximately 50%.”
strongly that the trends are being led in large part by Hispanics
and African Americans.” 4. “New York Life has two main units: The Retail Marketing Unit
and the Multicultural Markets Unit, which includes the
3. “Market data and demonstrating results. HP has been suc- Hispanic marketing unit. The Multicultural Marketing
cessful with marketing campaigns that include The HP Insider, Unit has 6 divisions: Hispanic, African-American, Chinese,
a first-of-its-kind relationship with the NBA to name one local Asian Indian, Vietnamese and Korean. We have 120 offices
fan an “HP Insider” and award him or her a week of behind- around the country; these offices support our more than 10,000
the-scenes access to a basketball team. The program was agents. We consider our agents our brand ambassadors.
implemented with the Miami Heat and the Dallas Mavericks; Currently 10% of our agents are Hispanic, while the Hispanic
and HP Digital Assist, a partnership among HP, NBA Cares and market segment sales amount to 12%-13% of total revenues.”
(J) Q1 2011 | www.portada-online.com

11. Portada's
Emerging Hispanic
Markets Forum
NEW YORK CITY, SEPT. 21, 2011
THE OBJECTIVE
The main objective of the Portada Emerging Hispanic Markets Forum is to make
a case for marketing to Hispanics in regions that are not part of the top 5
Hispanic markets. Particularly in the light of the upcoming 2010 Census results,
which are expected to show very high growth rates in population and purcha-
sing power of Hispanics living in these often overlooked markets. These mar-
kets include:
Arizona | Colorado | Georgia | Maryland/Virginia/Washington DC | New Jersey
Massachusetts | Oregon | Pennsylvania | South - North Carolina | Utah
THE PARTICIPANTS
The Forum will bring together major NYC and North East based clients and
agencies with media executives and agencies that have a strong presence in
emerging Hispanic markets. Stay tuned as we announce major speaker and
panelists!
THE DATE
The Emerging Hispanic Markets Forum will take place one day before Portada's
Fifth Annual Hispanic Digital and Print Media Conference, Sept. 22, 2011, NYC.
Sponsors of the Emerging Hispanic Market Forum get tickets to attend both
events.
THEMES THAT WILL BE EXPLORED BY MAJOR PLAYERS INCLUDE
> The Opportunity: The Hispanic population in states which traditionally had a
relatively small number of Hispanics is growing exponentially. An in-depth
analysis by a major demographic expert.
> ROI Case Studies of marketers that obtained a high ROI in marketing to
Latinos in emerging Hispanic markets.
> Are there media properties that efficiently reach local audiences in emerging
Hispanic markets? If so, which ones are they and how do they work?
> Agencies: How do regional agencies work? And what can they offer to natio-
nal clients and major agencies?
FOR MORE INFORMATION AND SPONSORSHIP
OPPORTUNITIES PLEASE CALL
Marcos Baer, publisher Portada, (212) 685-44 41, marcos@portada-online.com
Bob Oliva, Business Development Director, (305) 546-1515, bob@portada-online.com

12. T H E L E A D I N G S O U R C E O N L A T I N M A R K E T I N G A N D M E D I A
Try Portada FREE and Become
a Latin Market Insider!
1] What is your line of work? (Please check the following boxes
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> I would like to subscribe to the following Advertising Agency
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Researcher
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BreakingNewsBulletin (as news happen, Other
less than 25 a year)
2] What are the annual sales of your company?
U.S. Hispanics Advertising and Media $0-0.5 million
News (weekly) 0.5-1 million
1-5 million
5-10 million
Best Practices: Marketing to US Hispanics 10+ million
(twice a month)
4] Which of the following Products/Services do you take part in
making the decision to buy?
Latin American Advertising and Media
News (weekly) Advertising/Media buying/planning (U.S. Hispanic)
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Please fill out the following information and answer the questions on
the right to qualify for the Portada subscription(s) you requested above.
4 EASY WAYS
TO BECOME A PORTADA
First Name
SUBSCRIBER TODAY!
Last Name
1. Make a copy of this filled out page and fax it to: 212 685 44 50
Company / Organization
2. Fill out his form and mail it to:
Address Portada
315 Fifth Avenue, Ste. 702
City Zip code NY, NY 10016
State Country
3. Call us at 1-800-397-5322 and a sales representative will
register your selections for you.
Phone number 4. Online at http://www.portada-online.com/newslettermng.aspx
e-mail