- Author: The Miami Herald
Reaching the nation's 55 million Latinos has become gospel for mainstream media giants, but capturing this fast-growing, mostly U.S.-born audience is proving tricky to networks and websites. For every success story there is a flop.
Take CNN's latest attempt at a Spanish-language broadcast targeting U.S Latinos. The broadcaster is no newcomer to the Spanish-speaking world, for decades reaching Latin America with CNN en Espanol. But the company said it axed its CNN Latino domestic Spanish-language service after one year because it failed "to fulfill our business expectations."
NBC's attempt at a website called NBC Latino folded in January after 16 months, despite producing thousands of original stories. Even the...
- Author: Myriam Grajales-Hall
A recent study looks at how multicultural consumers perceive mainstream media. White, Black, Hispanic, and Asian urban consumers were asked how well TV represents racial and ethnic groups in terms of quality (accuracy in comparison with reality) and quantity (proportionate with reality). One-third said TV does a good job with quality, but a comparable number gave unfavorable ratings; two in five gave favorable ratings for quantity and one-quarter gave unfavorable ratings.
The study "
- Author: Myriam Grajales-Hall
Arbitron's "Hispanic Radio Today 2011," 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 percent of the U.S. population.
This new edition of the annual report reviews 16 formats, including 10 Spanish-language choices and six English-language formats.
According to the report, “Radio's reach among both English-dominant and Spanish-dominant listeners sits between 95 percent and 96 percent -- a slight uptick from HISPANIC RADIO TODAY 2010.”
Arbitron reports that radio reached Hispanic men and women equally strong, attracting 97 percent of Hispanic men 35-54 and of women...
- Written by: Portada
Many marketers have the assumption that Spanish-dominant and even bilingual Hispanics are not online or at least not as much as English-dominant Hispanics or the general U.S. population. Portada reports that a study published by Ipsos MediaCT indicates this is not the case. In fact, if anything, Spanish-dominant Hispanics are more digitally engaged than their English-dominant and general market counterparts.
These are the most outstanding results of the study:
- Digital Hispanics across the language spectrum are in fact a digitally dynamic population who, much like their non-Hispanic counterparts, live in a multi-tasking, multi-screen, multi-content...
- Written by: Suzanne Manneh, New America Media
New America Media reports that after nearly a decade of serving the Central Valley, the Spanish-language weekly El Sol De Visalia, printed its last edition in late December. The newspaper, which was published by the Gannett-owned Visalia Delta Times, had not been faring well in the economic downturn, according to Eduardo Stanley, its editor since 2006.
In the state's Central Valley, home to a large concentration of Spanish-speaking communities, El Sol's closure is not an isolated case. In the last decade, a string of corporate owned as well as smaller, independent publications have closed their doors, a phenomenon that...