Hispanic Marketing Day Agenda
Transcription
Hispanic Marketing Day Agenda
WELCOME TO THE 2008 SAN DIEGO AD CLUB HISPANIC MARKETING DAY 2008 SAN DIEGO AD CLUB HISPANIC MARKETING DAY 2008 Hispanic Marketing Day Agenda ............................................................................3 Ad Club President’s Letter ....................................................................................................4 Keynote Speaker .....................................................................................................................5 Session Speakers .....................................................................................................................6 - 7 Hispanic Marketing Lifetime Achievement Award Honorees Peter M. Moore ........................................................................................................10 Patricia Alvarez de Los Cabos ............................................................................11 Hispanic Media Overview Television ..................................................................................................................12 Print ............................................................................................................................12 Radio ..........................................................................................................................13 Resource Guide Directory ....................................................................................................14 - 18 Hispanic Market Research ...................................................................................................20 U.S. Hispanic Market .........................................................................................20 California Hispanic Market ..............................................................................21 San Diego – Tijuana Hispanic Market .............................................................21 San Diego Hispanic Market............................................................................. 22 Tijuana Consumer Market ..................................................................................24 Spanish Language Usage ...................................................................................20, 21, 22, 24 Scarborough San Diego – 2007 Release II ...................................................25-27 Sources ......................................................................................................................28 HISPANIC MARKETING DAY SPONSOR ADS (in alphabetical order) Al Delino Design ..........................................................................................................Back Cover Diario San Diego .....................................................................................................................19 Enlace/The San Diego Union-Tribune .............................................................................9 Energy Communications Corp. ..........................................................................................28 (XEWT – Televisa) Entravision Communications .............................................................................................2 (KBNT-Univision; XHAS- Telemundo; KDTF – Telefutura) HMC Advertising, Inc ..............................................................................................................25 Imagen Group, Inc. .................................................................................................................19 (XLTN – Radio Latina) McGraw-Hill Broadcasting ....................................................................................................9 (Azteca America San Diego & 10 News) Outdoor Insight/San Diego Outdoor on the Border...................................................20 R. R. Donnelley / Commercial Press .................................................................................19 Sun Marketing Advertising Media ....................................................................................9 Uniradio Corporation .....………...................................................………Inside Back Cover (XHA – La Invasora Tijuana XHTY – La Invasora San Diego; XHFG –Pulsar; XEMO –La Ponderosa) Univision Radio San Diego ..................................................................................................8 (KLNV –La Nueva; KLQV –Recuerdo) Xpectrum Marketing Group, Inc ........................................................................................9 Cover & Art Direction by: Al Delino Design HISPANIC MARKETING COUNCIL - RESOURCE GUIDE 2008 - 2009 1 2 HISPANIC MARKETING COUNCIL - RESOURCE GUIDE 2008 - 2009 Hispanic Marketing Day Agenda 11:30am – Noon Welcome Reception Noon – 1:45pm Luncheon and Keynote Presentation TODAY’S AGENDA 2:00 – 3:00pm Breakout sessions (choose one) Session A: Felix y Pablo Five Star Ford Case Study Session B: Hispanic Online Marketing Strategies & Tactics 3:15 – 4:15pm Breakout sessions (choose one) Session C: San Diego Hispanic Marketing Case Studies - Panel Session D: A Logo Is Not A Brand – Creative Strategies 4:30 – 7:00pm Happy Hour Quinceañera Celebration A Very Special Thank You to Our 2008 San Diego Hispanic Marketing Day Committee: Geri Arnal-Ibarra, Energy Communications Corp. Silvana Bermundez, Sintesis Steve Blanco, Azteca America Cicely Carnahan, Azteca America Al Delino, Al Delino Design Lucy Garcia Roberts, HMC Advertising Paula Gomez, Univision KBNT 17 Fernando Gomez Mora, Nostika Magazine Carrie Lopez, Xpectrum Marketing Group, Inc. Francisco Mata, Enlace Dr. Mary Beth McCabe, Sun Marketing Alberto Mier y Teran, Entravision Communications Corp. Peter Moore, Univision Radio Rosa Nava, HMC Advertising Santiago Ogradon Cortes, Energy Communications Corp. Michael Onsurez Alex Phillips, Medicis Communications Jose Santiago Healy, Diario San Diego Ruben Sanchez, RSA Consulting Carlos Valdivia, Enlace Esteban Villanueva, J.D. Gente Bien San Diego Thank you to the San Diego Ad Club Staff Sheila Fox, Fox Marketing Network Annie Revel, Revel Productions, Inc. Cindy Saylor, Frank Rogozienski Photography Lauren Nicholl, San Diego Ad Club Carissa Felix, San Diego Ad Club HISPANIC MARKETING COUNCIL - RESOURCE GUIDE 2008 - 2009 3 2007/08 Ad Club President Andreas Roell Ad CLUB PRESIDENT’S MESSAGE D ear Friends of the San Diego Ad Club, Welcome to our 15th Annual Hispanic Marketing Day – our Quinceañera! We are grateful to the Hispanic Marketing Day committee for 15 years of dedication to this event. Some members of this year’s committee have been active participants in presenting this event for all 15 years of its existence. Their commitment has enriched each of us, increased our knowledge of the vast potential of the Hispanic community, and helped to make us smarter marketers. Thank you to each of you. It has been a great pleasure to watch this event evolve over the years. We believe it is our obligation as the San Diego Ad Club to continue to build this event in both content and format. Once again, we have an outstanding line up of presenters today – each of which will provide case studies and information you can use. I am very pleased that Steve Jett, National Marketing Communications Manager for Lexus Division of Toyota Motor Sales, USA will be our keynote speaker. His presentation on “Reaching the Luxury Hispanic Buyer within the Automotive Segment” will provide us with insights on how a major national brand is building their communications programs to win market share. In addition, two of our seminars today will provide more case study information – one on a local marketing effort by one of America’s most successful automotive dealerships – and the other a panel discussion with some of San Diego’s most successful Hispanic marketers. To fill out your day, we also have experts on reaching the Hispanic Market online - and creating well branded advertising. And, new this year, is our Quinceañera Happy Hour/Mixer where we can toast our accomplishments together. Let us absorb new knowledge, let us think creatively and let us celebrate this day. On behalf of the San Diego Ad Club, I would like to thank all speakers, the event committee and the Ad Club staff. Yours, Andreas Roell CEO - Geary Interactive President – San Diego Ad Club President 4 HISPANIC MARKETING COUNCIL - RESOURCE GUIDE 2008 - 2009 Luncheon Keynote Speaker Steve Jett KEYNOTE SPEAKER National Marketing Communications Manager Lexus Division - Toyota Motor Sales, USA A s the affluent Hispanic consumer population continues to grow, the challenges placed on the automotive industry to reach this target grows as well. The 2008 Hispanic Marketing Day keynote presentation by Steve Jett, National Marketing Communications Manager for Lexus Division of Toyota Motor Sales USA will explore the trends and desires of the Hispanic automotive prospect and the Lexus approach toward reaching this audience. Steve Jett is responsible for managing the development and activation of all Lexus vehicle advertising, engagement/sponsorship marketing, Lexus Dealer Association communication and all media strategic planning. The engagement marketing area includes heavy participation in the affluent sports of golf and tennis, food and wine, cultural arts, environment and entertainment. Jett started at Toyota in 1989 and has held numerous marketing positions including Customer Services Marketing manager, National Parts and Service Marketing manager and both National Car and Truck Advertising manager within the Toyota marketing department. He was involved in several key marketing launches, including development of the advertising campaigns for the first and second generation Prius – the best selling hybrid vehicle in the U.S. - and the launch of the new full-size truck Tundra, viewed as the largest launch in Toyota’s history. Prior to joining Toyota, Jett spent seven years in the advertising agency business, working on such accounts as Toyota, Nissan and Honda vehicles. Jett has a degree in communications from the University of Oregon in Eugene, Oregon. He and his wife Rachael have two sons, Nick and Christopher, and reside in Torrance, California. He enjoys reading, traveling with his family and participating in outdoor activities including running and basketball. HISPANIC MARKETING COUNCIL - RESOURCE GUIDE 2008 - 2009 5 Session A: Felix y Pablo Five Star Ford Case Study GUEST SPEAKERS Froylan “Felix” Gutierrez Felix y Pablo Five Star Ford – Carrollton, Lewisville, Ft. Worth, Texas Froylan “Felix” Gutierrez was born in Guadalajara, Jalisco, México and graduated with a marketing degree in Mexico. He moved to Dallas, Texas in 1996 becoming the top sales person at Park Cities Ford in his second month. After 10 years, he joined Five Star Ford and quickly became the top Hispanic sales team in the Dallas Fort Worth area one more time, and the number two volume Ford dealer in the US for the month of March. He was the first to start a Hispanic Spanish Division in the Dallas Fort Worth market when he joined Prestige Ford in 1997. His efforts helped to make Prestige Ford the number one Ford dealer in the nation in Hispanic sales and the number one F-150 Dealer seller in the world for three consecutive years. The terrific success of Felix y Pablo can be attributed to volume pricing, high customer satisfaction, the unique marketing approach and the understanding of the market. Having spent over 7 million advertising dollars in the market has made Felix y Pablo a household name. Session B: Hispanic Online Marketing Strategies & Tactics Lee Vann The Captura Group Recognized in 2005 by the Interactive Advertising Bureau (IAB) as a pioneer and a leading force in the Hispanic online marketing industry, Lee Vann’s career highlights include launching the Hispanic division of a publicly-traded internet advertising company and most recently founding Captura Group, a leading interactive services firm specializing in Hispanic online solutions and web services. Prior to founding Captura Group, Lee launched L90 Latino, and implemented U.S. Hispanic online marketing initiatives for companies such as Nike, McDonalds, Disney, AT&T Wireless, Verizon, Epson, and Mitsubishi. Prior to L90, Lee lived in Madrid, Spain and was the Country Manager for Quidel Corporation, a US-based medical diagnostics company. At Captura Group, Lee has led Hispanic interactive initiatives for companies such as Ford Motor Company, Philip Morris USA, Pfizer, Wells Fargo Home Mortgage, Sears, Roebuck and Company, Fox Home Entertainment, Red Lobster, and Xoom.com. Lee holds a B.A. in Economics from the University of California Berkeley and a M.B.A. from the University of Southern California with a concentration E-Commerce. Lee is bi-cultural and bilingual and was born in Mexico City and speaks both English and Spanish fluently. Session C: San Diego Hispanic Marketing Case Studies – Panel Nancy Kennedy, Marketing Director Viejas Outlet Center Nancy Kennedy has worked for Viejas Enterprises for over twelve years, and has spent nearly six in her current capacity as marketing director of the Viejas Outlet Center. Her primary responsibilities include design and execution of Outlet Center-related sponsorships, events, marketing, advertising and promotional programs for both the local general market and the Southern California Hispanic market. 6 HISPANIC MARKETING COUNCIL - RESOURCE GUIDE 2008 - 2009 She is very involved with the International Council of Shopping Centers (ICSC) both locally and nationally. Her experience also covers large meeting and event planning having previously worked for a large real estate trade association in San Diego. Session C: San Diego Hispanic Marketing Case Studies – Panel Francisco Letelier Anita Santiago Advertising Francisco leads the creative at Anita Santiago Advertising, working on accounts such s IKEA North America, Compass Bank, Picturehouse, See’s Candies and The Nielsen Company, among others. Before that, he was with Leo Burnett U.S.A.,as a Vice President/Creative Director leading Hispanic and regional creative development on Procter & Gamble, Coca-Cola, Kellogg’s, Hallmark, McDonald’s and United Airlines. Session D: “A Logo Is Not A Brand” Máximo & Diana Vasquez Escobedo Máximo, Inc. Máximo Escobedo is principal of Máximo, Inc. Current clients include Xerox Corporation, The County of San Diego, Trump Ocean Resort - Baja México, Ritz Carlton Residential Suites, AVID Center, Neighborhood National Bank, Pollo Inka Peruvian Restaurants. Previously, at a leading San Diego graphic communication firm, he managed projects for a distinguished line up of clients including HewlettPackard, Qualcomm Corporation, Kinko’s, Gateway Computers and Harcourt. He is founding alumnus, and national speaker for AVID (Advancement Via Individual Determination) an internationally recognized education program designed to help underserved students achieve a university degree. His interviews on behalf on AVID have been aired by CNN, Time Magazine and 60 Minutes. As a long time member of the board of the American Institute of Graphic Arts, San Diego Chapter, he founded and chaired the International Relations committee, and led the effort to establish dialogue and collaboration with the creative communities in México. GUEST SPEAKERS Before joining Anita Santiago Advertising, Francisco was Senior Vice President/Creative Director at La Agencia de Orci in West Los Angeles. At Orci he created award-winning work that delivered results for clients such as Honda of North America, Washington Mutual Bank, Tampico Fruit Punch and Allstate Insurance Co. Máximo is a graduate from the Art Center College of Design in Pasadena and teaches advanced graphic design courses at San Diego City College. Diana Vasquez Escobedo, partner at Máximo, Inc., has been involved in the graphics communications profession for more than 15 years. Her experience includes Marcoa Publishing, Harcourt Brace Publishers and the San Diego County Office of Education. As the first office manager for the San Diego chapter of the American Institute of Graphic Arts (AIGA) Diana was instrumental in developing its highly successful Y Design Conference. In 2003 she founded Wall-aroo Storage Systems where she has been responsible for design, development, manufacturing and marketing of a line of children’s storage products that is currently being considered for adoption by a storage solutions retailer. She is a passionate advocate of corporate responsibility and community involvement and reflects this through the organizations and the projects she champions at Máximo, Inc HISPANIC MARKETING COUNCIL - RESOURCE GUIDE 2008 - 2009 7 GUEST SPEAKERS 8 HISPANIC MARKETING COUNCIL - RESOURCE GUIDE 2008 - 2009 Link up to San Diego’s growing Hispanic market • Enlace-the largest home delivered Spanish language newspaper in San Diego County • mienlace.com your online connection to young Latinos • To advertise please call Carlos Valdivia 619.293.1152 HISPANIC MARKETING COUNCIL - RESOURCE GUIDE 2008 - 2009 9 Lifetime Achievement Award Peter M. Moore P LIFETIME ACHIEVEMENT RECIPIENT eter M. Moore is Senior Vice-President and Regional Manager overseeing the West Region for Univision Radio. In addition, Peter is responsible for day-to-day operations at Univision Radio San Diego’s leading Spanish-language stations, Recuerdo 102.9 KLQV-FM and La Nueva 106.5 KLNV-FM. Peter began his radio career at KCBQ-AM in 1971. Since that time, he has held various positions, including On-Air Announcer, Account Executive, Sales Manager, General Manager and Regional Manager for a number of radio stations. Peter has been a part of San Diego’s burgeoning Spanishlanguage Radio community since 1985 (except for a four-year return to English-language radio in 1994). He was General Manager for XLTN-FM Radio Latina, XHKY-FM Fiesta Mexicana and XHTZ-FM Jammin’ Z-90. The then-nascent Spanish-language radio arena counted on a handful of stations broadcasting for an International audience. In 1998, Peter shepherded the first U.S. licensed Spanishlanguage radio stations in San Diego when he joined Tichenor Media/Heftel Broadcasting Corporation (later known as Hispanic Broadcasting Corporation). The stations, top-rated KLNV-FM and KLQV-FM, debuted in August of that year. They focused their efforts on programming and reaching out specifically to a Hispanic-American audience. This year, the two stations will celebrate their 10th anniversary. In addition, KLNV-FM holds the distinction of being the only Spanish-language radio station to ever hold the top spot in the San Diego Arbitron ratings. Peter is the President of the San Diego Radio Broadcasters Association, a founding board member of SAFE (San Diego Advertising Fund for Emergencies), and a long-time board member of the South Bay YMCA. Peter lives in Scripps Ranch with his wife, Lorrie, and their three children. 10 HISPANIC MARKETING COUNCIL - RESOURCE GUIDE 2008 - 2009 Lifetime Achievement Award Patricia Alvarez de Los Cabos P LIFETIME ACHIEVEMENT RECIPIENT atricia Alvarez de los Cobos founded Energy Communications Corporation in San Diego in 1989 as a representative of one of the leading and oldest Hispanic Media TV Stations in the San Diego-Tijuana Market, XEWT Channel 12 along with XHUAA Channel 57 in Tijuana. Patricia was born in Mexico City in 1955 and has lived in San Diego for nearly 20 years. She has studied and resided in Mexico City, the United States as well as Europe. Patricia has served on the San Diego Ad Club’s Board for multiple terms and was one of the founding members of the Ad Club’s Hispanic Marketing Council when it was formed in 1994. She also served on the Board in 2001-2002. Patricia has been the recipient of many community awards to include being nationally recognized by the National Association of Hispanic Publications (NAHP) for Superior Achievements as a “Latina in the Media.” She was awarded the Hispanic Business Leadership Award in 1995 from the San Diego County Hispanic Chamber of Commerce, and has been recognized by a multitude of other organizations. These include the San Diego Medical Society and the San Diego Blood Bank for her contributions to the community. She was also the proud recipient of the 1999 San Diego Women Who Mean Business Award and the 1999 Multicultural Heritage Award. The National Registry of Who’s Who also recognized Patricia in it’s registry for the year 2000. This publication recognizes professionals who are deemed to have made the highest level of contribution to their profession and to their community. Under her leadership, Energy Communications Corporation was chosen as the natural recipient of the San Diego Regional Chamber of Commerce, Emerging Business Center’s Emerging Business award in January 2001. In 2002 she served on the PacifiCare Health Advisory Board of the Women Health Solutions. She also served that same year for KPBS. Her position as a committee member for Hands Across the Border was of great benefit for Project Concern International during 2007 and 2008. She has also been a member of the Kyoto Laureate Symposium Committee since 2007. She is a member of the San Dieg Hispanic Chamber of Commerce, Regional San Diego Chamber of Commerce, Chula Vista Chamber of Commerce, San Ysidro Chamber of Commerce, The Chicano Federation and the Small Business Development Center, along with other Hispanic groups. Patricia is well respected and recognized as a innovative entrepreneur and as a humanitarian. She always makes sure that everyone understands and respects our Hispanic Market’s differences in language, approach and culture. She is a leader who has the entrepreneurial vision to create the strategies and to implement the changes necessary to succeed in today’s challenging and dynamic market. She is not afraid to pioneer change in order to achieve unparalleled success. Patricia feels particularly blessed to live with her husband, Steven Saunders, and three children in Chula Vista, California. HISPANIC MARKETING COUNCIL - RESOURCE GUIDE 2008 - 2009 11 Media Overview TV & PRINT TELEVISION STATIONS SAN DIEGO / TIJUANA - MEDIA OVERVIEW TELEVISION & PRINT CALL LETTERS AZSD GALA Azteca America 41 CABLE Galavision n/a KBNT Univision 17 15 66 (Cox Cable) 17 KDTF Telefutura 36 7 (Cox Cable) 7 (Time Warner) 136 (Cox Cable) 47 (Time Warner) KSDX Liberman 29 n/a XHAS Telemundo KNSD XEWT Mi San Diego Televisa 7/39 136 (Cox Cable) 46 (Time Warner) 33 12 12 XHJK TV Azteca 27 n/a XHTT TV Azteca 21 n/a XHUAA Televisa 57 n/a XHBJ Televisa 45 n/a PRINT PUBLICATION Diario San Diego CIRCULATION FORMAT El Latino Tabloid 23,000 weekly (Mon & Fri) Tabloid 80,500 weekly (Thursdays) 82,800 290,000 Broadsheet El Semanario Deportivo Broadsheet 25,000 weekly n/a El Sol de San Diego Tabloid Bi-weekly n/a El Sol de Tijuana Broadsheet Enlace Broadsheet 85,000 weekly (Saturdays) 306,000 Frontera Broadsheet 100,000 Magazine 50,00 daily READERSHIP El Mexicano Gente Bien San Diego 12 CHANNEL / ANTENNA NETWORK 20,000 daily 25,000 daily 80,000 monthly 200,000 65,000 n/a Hispanos Unidos Broadsheet 26,000 weekly La Prensa San Diego Broadsheet 30,000 weekly (Fridays) 90,000 Nostika Magazine Magazine 20,000 monthly 80,000 Zeta Tabloid HISPANIC MARKETING COUNCIL - RESOURCE GUIDE 2008 - 2009 70,000 weekly (Fridays) 104,000 210,000 Media Overview CALL LETTERS FREQUENCY STATION NETWORK RADIO TARGET AGE FORMAT 106.5 FM La Nueva Univision Radio Regional Mexican 18-49 KLQV 102.9 FM Recuerdo Univision Radio Spanish Adult Hits 25-54 KSDO 1130 AM Radio Nueva Vida Radio Nueva Vida Network Religious 25-54 XEAZ 1270 AM Capital Z-13 Radio Capital Regional Mexican 25-54 XEBG 1550 AM Radio 15-50 Cadena Baja California News Talk 25-54 XEC 1310 AM Radio Enciso Grupo Enciso News Talk 25-54 XEMO 860 AM La Poderosa Uniradio Mexican Regional Oldies 25-54 XRCN 1470 AM Radio Hispana Uniradio News Talk 25-54 XESDD 1030 AM La Tremenda Pacific Spanish Network Regional Mexican 25-54 XESS 620 AM ESPN Deportes Pacific Spanish Network Sports Talk 18-49 XETRA 690 AM W Radio Grupo Prisa Talk Radio 25-54 XEXX 1420 AM Radio Formula Media Access Partners News & Sports 25-54 XGLX 91.7 FM Exa MVS International Corp. Spanish Pop XHA 94.5 FM La Invasora Tijuana Uniradio Regional Mexican 18-49 18-34 XHFG 107.3 FM Pulsar Uniradio Spanish Pop 18-34 XHHIT 95.3 FM La Caliente Multimedios Regional Mexican 18-49 107.7 FM Digital Media Access Partners Spanish Pop 18-34 XHTIM 97.7 FM La Mejor MVS International Corp. Regional Mexican 18-49 XHTY 99.7 FM La Invasora San Diego Uniradio Regional Mexican 18-49 XHUAN 102.5 FM Estereo Frontera Instituto Mexicano de la Radio News, Art & Culture 18-49 XKAM 950 AM Radio Formula Media Access Partners Talk Radio 25-54 XLTN 104.5 FM Radio Latina Imagen Group Inc. Adult Contemporary 25-54 XMOR 98.9 FM Blazin’ MEC Network CHR Rhythmic 18-34 La Mejor MVS International Corp. Regional Mexican 25-54 XRST XOCL 99.3 FM SAN DIEGO & TIJUANA - MEDIA OVERVIEW RADIO KLNV HISPANIC MARKETING COUNCIL - RESOURCE GUIDE 2008 - 2009 13 RESOURCE GUIDE DIRECTORY Advertising / Marketing Agencies & Consultants AM Strategies 4010 Morena Blvd. Suite 210 San Diego, CA 92117 P (858)-490-6910 www.am-strategies.com Contact: Rick Goodrich Rgoodrich@am-strategies.com Hispanic Interactive Media 1556 Cavern Point Ct. Chula Vista, CA 91911 P (619) 421-8992 Contact: Socorro Ruiz himedia@cox.net HMC Advertising Inc. 453 D St. Chula Visa, CA 91910 P (619) 420-4586 www.hmcadvertising.com Contact: Lucy Roberts lroberts@hmcadvertising.com The Luca Group 20793 E. Valley Blvd, Ste. C Walnut, CA 91789 P 888-525-5582 www.thelucagroup.tv Contact: Ana Maria Rojas Marketing Excellence Inc P.O. Box 356 Poway, CA 92074 P (858)-842-1733 www.marketing4excellence.com Contact: Emilio Vargas emilio.vargas@marketing4excellence.com Medicis Communications 4045 Bonita Rd., Ste. 209 Bonita, CA 91902 P (619) 267-6010 www.medicis.tv Contact: Patricia Ciccone patyciccone@medicis.tv Pro Media 814 Morena Blvd. Suite 309 San Diego, CA 92110 P (619) 296-5900 www. promediasd.com Contact: Shelley Anderson shelley@promediasd.com 14 Robertstemler Media P.O. Box 722773 San Diego, CA 92172-2773 P (858) 780-2550 www.robertstemlermedia.com Contact: Becky Klotzel-Roberts becky@roertstemlermedia.com Testa Marketing Praga 90, local 203, Zona RÃ-o Tijuana, Mexico 22320 P +52 (664) 290 9090 Contact: Ariosto Manrique Sun Marketing 55367 Harvest Run Dr. San Diego, CA 92130 P (858) 488-2867 www.sunmarketing.net Contact: Dr. Mary Beth McCabe mbmccabe@sunmarketing.net Vega Marketing 1250 Stagecoach Trail Loop Chula Vista, CA 91915 P (619)405-9435 www.vegamarketing.net Contact: Irma Vega irma@vegamarketing.net Xpectrum Marketing Group, Inc. 1953 Ainsley Road San Diego, CA 92123 P (858) 277-0079 www.xpectrummg.com Contact: William Lopez wlopez@xpectrummg.com Cable TV Cablemas Cable Systems (Tijuana) Media Access Partners, Inc. 8428 La Mesa Blvd. La Mesa, CA 91941 P (619) 466-3776 www.mediaaccesspartners.com Contact: Rodger Seelert rodger@mediaaccesspartners.com San Diego Interconnect Operated by Cox Media 350 10th Ave., Ste. 500 San Diego, CA 91941 P (619) 686-1900 www.coxmedia.com Contact: Jon Borgeson jon.borgeson@coxmedia.com HISPANIC MARKETING COUNCIL - RESOURCE GUIDE 2008 - 2009 Time Warner Cable 5720 El Camino Real Carlsbad, CA 92008 P (760) 438-7741 www.twcsd.com Direct Mail Eye/Comm. Inc. 10960 Wheatlands Ave., Ste. 108 Santee, CA 92071 P (619) 448-6111 www.eyecomm.org info@eyecomm.org Electronic Output Solutions 2510 Commerce Way Vista, CA 92081 P (760) 599-9945 www.eoshost.com Contact: Tommy Atilano Entertainment Aztec Sports Properties 5500 Campanile Drive, 1st Floor San Diego, CA 92812-4313 P (619) 750.7778 www.goaztecs.com Contact: Diane Penny dpenny@aztecsportsproperties.com Reuben H. Fleet Science Center 1875 El Prado San Diego, CA 92101 P (619)-238-1233, x882 Contact: Martha Puentes mpuentes@rhfleet.org San Diego Padres 100 Park Blvd. San Diego, CA 92101 (619) 795.5213 www.padres.com Contact: Alex Montoya amontoya@padres.com San Diego Zoo 123 Camino De La Reina San Diego, CA 92108 P (619)-718-3043 Contact: Wendell Conley wconley@sandiegozoo.org Graphic Design & Illustration Freaner & Associates 255 G Street, Ste. 299 San Diego, CA 92101 P (619) 255-6411 www.freaner.com Contact: Ariel Freaner arielfreaner@freaner.com Inner Design Group 523 Kiley Road Chula Vista, CA 91910 P (619) 426-0042 Contact: Jose Carrillo innerdesign@att.net Kevershan Testerman 4452 Park Blvd., Ste. 208 San Diego, CA 92116 P (619)-260-0960 Contact: Patty Kevershan pattyk@pk-pt.com Maximo Graphic Design & Communications 1205 J Street, Ste. H San Diego, CA 92101 P (619)269-0063 www.maximoinc.com Contact: Diana Escodedo diana@maximoinc.com Pozos Creative Communications 2602 Transportation Ave., Ste. B National City, CA 91950 P (619) 237-1194 Contact: Robert Pozos pozos@aol.com Santos Graphics 9121 Fanita Rancho Rd. Santee, CA 92071 P (619) 334-6779 www.santosgraphics.com Contact: Alejandro Santos santosgraphics@cox.net Newspapers Campestre 4045 Bonita Rd., Ste. 209 Bonita, CA 91902 P (619) 267-6010 communications@medicis.tv Diario San Diego 236 F St. Chula Vista, CA 91910 P (619) 409-1777 www.diariosandiego.com Contact: José Santiago Healy jhealy@diariosandiego.com Gente Bien San Diego 4809 Clairemont Square, Ste. 347 San Diego, CA 92117 P (619) 260-8353 www.gentebiensandiego.com Contact: Esteban Villanueva info@gentebiensandiego.com Latino Builders 6154 Mission Gorge Rd., Ste. 105 San Diego, CA 92120 P (619) 287-2397 www.latinobuilders.com La Sonrisa Latina 1996 Frankfort St. San Diego, CA 92110 P (619) 276-5335 www.lasonrisalatina.com Contact: Walter Meneses editor@lasonrisalatina.com MNI 1055 Torrey Pines Rd., Ste. 205 La Jolla, CA 92037 P (858) 456.3017 www.mni.com Contact: Karin Basil karin.basil@mni.com Nostika Magazine 3314 4th Ave. San Diego, CA 92103 P (619) 544-9744 www.nostika.com Contact: Fernando Gomez fgomez@nostika.com Salud + Health Info P.O. Box 3150 Chula Vista, CA 91909 P (619) 427-4111 www.sdhealthinfo.com Contact: Martha Plozola martha@infooption.com El Latino 1550 Broadway, Ste. U Chula Vista, CA 91911 P (619) 426-1491 www.ellatinoonline.com Contact: Fanny Miller editor@ellatino.net El Semanario P.O. Box 2098 Escondido, CA 92033 P (760) 738-6089 Contact: Juan Ortega juanortega@elsemanariosd.com RESOURCE GUIDE DIRECTORY Al Delino Design 1912 Wandering Road Encinitas, CA 92024 P (760) 753-2555 al@aldelinodesign.com www.aldelinodesign.com www.creativehotlist.com/adelino www.nextcat.com/ald Magazines El Mexicano International Media 4045 Bonita Rd., Ste. 209 Bonita, CA 91902 P (619) 267-6010 www.el-mexicano.info Contact: Venessa Dominguez communications@medicis.tv Enlace The San Diego Union-Tribune 350 Camino de la Reina San Diego, CA 92108 P (619) 293-2914 www.mienlace.com Contact: Francisco Mata francisco.mata@mienlace.com Frontera Media Access Partners, Inc. 8428 La Mesa Blvd. La Mesa, CA 91941 P (619) 466-3776 www.mediaaccesspartners.com www.frontera.info Contact: Rodger Seelert rodger@mediaaccesspartners.com Hispanos Unidos 411 West 9th Ave Escondido, CA 92025 P (760) 740-9561 www.hispanosunidosnews.com Contact: Ana Hannegan ana@hispanosnews.com HISPANIC MARKETING COUNCIL - RESOURCE GUIDE 2008 - 2009 15 RESOURCE GUIDE DIRECTORY La Prensa San Diego 651 3rd Ave., Ste. C Chula Vista, CA 91910 P (619) 425-7400 www.laprensa-sandiego.org Contact: Patricia Saenz laprensa_sd@earthlink.net PennySaver USA 1300 Specialty Dr. Vista, CA 92081 P (760) 599-1400 www.pennysaverusa.com Out of Home Advertising Border Billboard 7680 W. Sahara, Ste. 150 Las Vegas, NV 89117 P (702) 838-8855 www.borderbillboard.com Contact: Jennifer Stefano jennifer@borderbillboard.com CBS Outdoor 4450 Alvarado Canyon Rd. San Diego, CA 92120 P (619) 283-7074 www.cbsoutdoor.com Contact: Scott Smith Scott.smith@cbsoutdoor.com Clear Channel Outdoor 9660 Granite Ridge Dr. San Diego, CA 92123 P (858) 292-2000 www.clearchanneloutdoor.com HERRERA MediaWorks, Inc. 6965 El Camino Real, Ste.105-201 Carlsbad, CA 92009 P (760) 635-2900 www.herreramediaworks.com Contact: Mark Stanley Herrera mark@herreramediaworks.com Media Access Partners, Inc. 8428 La Mesa Blvd. La Mesa, CA 91941 P (619) 466-3776 www.mediaaccesspartners.com Contact: Rodger Seelert rodger@mediaaccesspartners.com Mission Media Corp. 831 Pacific St. #3 Santa Monica, CA 90405 P (310)-396-5577 Contact: Steve Levine slevine@missioncomm.net 16 Mobile Marketing Nationwide 7525 Mission Gorge Rd, Suite G San Diego, CA 92120 P (619)-546-8576 Contact: Kevin Halle kevin@mmnationwide.com National CineMedia 21700 Oxnard Street, Suite 640 Woodland Hills, CA 91367 P (818) 227.3757 Contact: Kathy Hassett kathy.hassett@ncm.com San Diego Outdoor on the Border 7752 Fay Ave, Suite D La Jolla, CA 92037 P:858-454-7834 F:858-454-7844 Contact: Steve Wagner steve@outdoorinsight.com San Diego Transit Michael-Allen & Associates 8428 La Mesa Blvd. La Mesa, CA 91941 P (619) 466-3776 Printers Birmingham Press 9330 Carroll Park Dr. San Diego, CA 92121 P (858) 549-2330 www.birminghampress.com Contact: Alex Pistone alex@birminghampress.com Diego & Son Printing, Inc. 2104 National Ave. San Diego, CA 92113 P (619) 233-5373 www.diegoandson.com Contact: Rebecca Aguilera rebecca@diegoandson.com R. R. Donnelley / Commercial Press 955 Gateway Center Way San Diego, CA P (619) 527-4600 www.rrdonnelley.com Contact: Boyd Richardson boyd.richardson@rrd.com RSA Consulting 10465 Artesian Springs Ct., Spring Valley, CA 91977 P (619) 660-0771 Contact: Ruben Sanchez Jr. rsaconsulting@msncom HISPANIC MARKETING COUNCIL - RESOURCE GUIDE 2008 - 2009 Radio Stations 91.7 FM XGLX (Exa) MVS International 401 Mile of Cars Way, Ste. 322 National City, CA 91950 P (619) 474-5917 1420 AM XEXX (Radio Formula) 8428 La Mesa Blvd. La Mesa, CA 91941 P (619) 466-3776 Contact: Rodger Seelert rodger@mediaaccesspartners.com 94.5 FM XHA (La Invasora Tijuana) Uniradio corp. 5030 Camino de la Siesta, Ste. 403 San Diego, CA 92108 P (619) 497-0600 Contact: Jim Votaw jvotaw@univisionradio.com www.uniradio.com 97.7 FM XHTIM (La Mejor) MVS International 401 Mile of Cars Way, Ste. 322 National City, CA 91950 P (619) 474-5917 98.9 FM XMOR (Blazin’) MEC Network 1027 10th Ave., Ste. C San Diego, CA 92101 P (619) 696-9902 www.blazin989.com 99.3 FM XOCL (La Mejor) MVS International 401 Mile of Cars Way, Ste. 322 National City, CA 91950 P (619) 474-5917 99.7 FM XHTY (La Invasora San Diego) Uniradio corp. 5030 Camino de la Siesta, Ste. 403 San Diego, CA 92108 P (619) 497-0600 Contact: Jim Votaw jvotaw@univisionradio.com www.uniradio.com 102.9 FM KLQV (Recuerdo) Univision Radio 600 West Broadway, Ste. 2150 San Diego, CA 92101 P (619) 235-0600 Contact: Jim Votaw jvotaw@univisionradio.com 1270 AM XEAZ (Capital Z-13) Radio Zeta 490 Belle Vista #224 Chula Vista, CA 91910 P (619) 473-1300 107.3 FM XHFG (Pulsar) Uniradio Corp. 5030 Camino de la Siesta, Ste. 403 San Diego, CA 92108 P (619) 497-0600 www.uniradio.com 107.7 FM XRST (Digital) 8428 La Mesa Blvd. La Mesa, CA 91941 P (619) 466-3776 Contact: Rodger Seelert rodger@mediaaccesspartners.com 950 AM XKAM (Radio Formula) 8428 La Mesa Blvd. La Mesa, CA 91941 P (619) 466-3776 Contact: Rodger Seelert rodger@mediaaccesspartners.com 1130 AM KSDO (Radio Nueva Vida) Radio Nueva Vida Network 344 F St., Ste. 200 Chula Vista, CA 91910 P (619) 210-2555 1470 AM XRCN (Radio Hispana) Uniradio Corp. 5030 Camino de la Siesta, Ste. 403 San Diego, CA 92108 P (619) 497-0600 www.uniradio.com Research Meneses Research & Associates 1996 Frankfort St. San Diego, CA 92110 P (619) 276-5335 www.menesesresearch.com Contact: Walter Meneses wmeneses@aol.com TNS Market Development, Inc. 600 B St., #1600 San Diego, CA 92101 P (619) 232-5628 www.tns-md.com San Diego County San Diego County Water Authority 4677 Overland Ave. San Diego, CA 92123 P (858)-522-6703 www.sdcwa.org Contact: John Liarakos jliarakos@sdcwa.org Television Stations Channel 12, XEWT (Televisa) Energy Communications Corp. 637 Third Ave., #B Chula Vista, CA 91910 P (619) 585-9398 Contact: Geri Ibarra geri.ibarra@xewt12.tv www.xewt12.com Channel 15/41, AZSD (Azteca America) The McGraw-Hill Companies 4600 Air Way San Diego, CA 92101 P (619) 237-7915 Contact: Steve Blanco www.aztecasd.com 104.5 XLTN (Radio Latina) Imagen Group 401 Mile of Cars Way, Ste. 370 National City, CA 91950 P (619) 336-7800 www.1045radiolatina.com Channel 17, KBNT (Univision) Entravision Communications Corp. 5770 Ruffin Rd. San Diego, CA 92123 P (858) 576-1919 Contact: Russ Haberle www.univision17.com 106.5 FM KLNV (La Nueva) Univision Radio 600 West Broadway, Ste. 2150 San Diego, CA 92101 P (619) 235-0600 www.univision.com Channel 21, XHTT (TV Azteca) Media Access Partners 8900 Grossmont Blvd., Ste. 4 La Mesa, CA 91941 P (619) 466-3776 www.mediaccesspartners.com Channel 27, XHJK (TV Azteca) Media Access Partners 8900 Grossmont Blvd., Ste. 4 La Mesa, CA 91941 P (619) 466-3776 www.mediaccesspartners.com Channel 29, KSDX (Lieberman) Cisneros Enterprises 1761 Hotel Circle So. #244 San Diego, CA 92108 P (619) 297-2005 Channel 33, XHAS (Telemundo) Entravision Communications Corp. 5770 Ruffin Rd. San Diego, CA 92123 P (858) 576-1919 Contact: Russ Haberle www.telemundo33.com Channel 36, KDTF (Telefutura) Entravision Communications Corp. 5770 Ruffin Rd. San Diego, CA 92123 P (858) 576-1919 Contact: Russ Haberle www.kbnt.entravision.com RESOURCE GUIDE DIRECTORY 860 AM XEMO (La Poderosa) Uniradio Corp. 5030 Camino de la Siesta #403 San Diego, CA 92108 P (619) 497-0600 Contact: James Smith jsmith@uniradio.com www.uniradio.com Channel 39, NBC 7/39 NBC San Diego 225 Broadway, Ste. 300 San Diego, CA 92101 P (619) 578-0487 www.nbcuni.com Channel 43, KBOP (Mi San Diego) NBC San Diego 225 Broadway #300 San Diego, CA 92101 P (619) 578-0487 www.misandiegotv43.com Channel 45, XHBJ (Televisa) Energy Communications Corp. 637 Third Ave., #B Chula Vista, CA 91910 P (619) 585-9398 www.xewt12.com Channel 57, XHUAA (Televisa) Energy Communications Corp. 637 Third Ave., #B Chula Vista, CA 91910 P (619) 585-9398 Contact: Geri Ibarra geri.ibarra@xewt12.tv HISPANIC MARKETING COUNCIL - RESOURCE GUIDE 2008 - 2009 17 RESOURCE GUIDE DIRECTORY Translations Hussong Translations & Interpreting P.O. Box 5020 Chula Vista, CA 91912-5020 P (619) 865-3498 www.hussongtranslation.com Contact: Gabriela Hussong Gabriela@hussongtranslation.com Local Concept 1510 Front St., Ste. 200 San Diego, CA 92101 P (619) 295-3682 www.localconcept.com Contact: Michael Cardenas mcardenas@localconcept.com Video Production AVI Systems 7270 Trade St., Ste. 102 San Diego, CA 92121 P (858) 268-1100 www.avisystems.com Contact: Alejandro Reyes alejandro.reyes@avisystems.com Marco Productions 1550 Broadway, Ste. N Chula Vista, CA 91911 P (619) 422-7719 Contact: Marco Cscobedo marcotvpro@sbcglobal.net Ray Hourani 12998 Texana St. San Diego, CA 92129 P (619) 254-3113 www.rhtvpro.com Contact: Ray Hourani ray@rhtvpro.com San Diego Production Centre 7854 Ronson Road San Diego, CA 92111 P (858)-573-9313 www.sdpcentre.com Contact: Steve Zatarain Steve@sdpcentre.com Satellite Video Productions, Inc. 5111 Santa Fe St., Ste. F San Diego, CA 92109-1615 P (858) 483-4151 www.satellite-inc.com Aviatech, LLC 4350 Executive Drive, Suite 200 La Jolla, CA 92121 P (858) 777.5006 www.aviatech.com Contact: Tonya Mantooth tmantooth@aviatech.com Sevilla Video Productions 2521 Bancroft St. San Diego, CA 92104 P (619) 977-5940 www.sevillaproductions.com elsa@sevillaproductions.com Cinema Verde 7323 El Cajon Blvd. San Diego, CA 92115 P (858) 518-0487 www.cinemaverde.net Contact: Mario Ortiz mortize@cinemaverde.net Transborder Communications 641 E. San Ysidro Blvd. Suite B3 - 105 San Ysidro, CA 92173 P (619) 395-2813 Contact: Hector Moiina hcmolina@aol.com www.transbordercommunications.com First Strike Creative TV 427 C St., Ste. 400 San Diego, CA 92101 P (619) 876-4555 www.1ststrikecreative.tv info@firststrikecreative.tv Groovy Like A Movie 5205 Kearny Villa Way suite 200 San Diego, Ca. 92123 P (858) 715-0300 F (858) 715-8538 www.groovylikeamovie.com Contact: Laura E. Villarreal lvillarreal@groovylikeamovie.com 18 HISPANIC MARKETING COUNCIL - RESOURCE GUIDE 2008 - 2009 Websites Enlacelink – Enlace The San Diego Union-Tribune 350 Camino do la Reina San Diego, CA 92108 P (619) 293-2914 www.mienlace.com Hispanic Market Weekly 2625 Ponce de Leon Blvd., Ste.285 Coral Gables, FL 33134 P (305) 448-5838 Ext. 14 www.hispanicmarketweekly.com Contact: John Voss jvoss@hispanicmarketweekly.com Salud + Health Info Option P.O. Box 3150 Chula Vista, CA 91909 P (619) 427-4111 www.infooption.com Contact: Martha Plozola martha@infooption.com\ Where Was I? 4809 Clairemont Square, Ste. 347 San Diego, CA 92117 P (619) 260-8353 www.wherewasi.com Contact: Esteban Villanueva info@wherewasi.com COMMERCIAL PRESS YOUR AD HERE! HISPANIC MARKETING COUNCIL - RESOURCE GUIDE 2008 - 2009 19 Research Research DEMOGRAPHIC PROFILE How to use this information: The following is provided with source documentation so the reader can see the range of data available. It is recommended that researchers consult the original source documents to ensure the appropriate information for specific projects. A very special thank you to Santiago Ogradón Cortés, Director of Research & Marketing of Energy Communications Corp. and Paula Gomez, Marketing and Research Manager, Univision KBNT-17, for all of their assistance in compiling and updating the information in this section. U.S. Hispanic Hispanic Market Market U.S. U.S. Hispanic Population % U.S. Hispanic Density U.S. Hispanic Households World Rank on Size Projected Total U.S. Hispanic Population Purchasing Power Mean Household Income 41,719,6531 14.6% or 1 out of every 7 persons in the U.S.1 12,140,0001 4th largest Hispanic market in the world1 By 2027: 75,050,2522 $845.2 Billion Annually2 • Over $2.3 Billion spent each day • Projected to reach $1.2 Trillion by 20122 $68,219 Annually2 44,849,0005 14.9% or 1 out of every 7 persons in the U.S. 5 12,650,000_ 2nd largest national Hispanic population in the world5 By 2025: 72,200,0006 $704.6 Billion Annually • Over $1.96 Billion spent each day • Projected to reach $1 Trillion by 2010 $62,042 Annually Spanish Language Usage Spanish Language Usage • Spanish-language is the ONLY way to effectively reach the $3.1 Billion Tijuana 3760 Convoy Street, Suite 219, San Diego, CA 92111 t: 858.576.9833 f: 858.576.9846 www.sandiegoadclub.com Consumer Market. • 88% of Hispanics in San Diego speak Spanish1 • 91.3% of all Hispanic households in San Diego County use Spanish-language media. 6 • Culture and language are reinforced daily, resulting in a higher usage of Spanish-language media. Comprehension of Spanish-language ads: 23 • • 20 Spanish-language ads have a much higher comprehension level than ads in English.23 Ads in Spanish can reach over 85% of the San Diego Hispanic market with impact. Spanish-language ads are more HISPANIC MARKETING COUNCIL - RESOURCE GUIDE 2008 - 2009persuasive: • 23 Ads in Spanish are significantly more effective than in English, even among California California Hispanic Market % of Total U.S. Hispanics in California % Hispanic Density of California 29.7% of U.S. Hispanics live in California5 11,913,8365 • California has 58% more Hispanic population than Texas, which has the second highest population5 34.3% of California’s population is Hispanic5 DEMOGRAPHIC PROFILE California Hispanic Population 29.5% or 1 out of every 3 U.S. Hispanics live in California1 12,291,0861 • California has 56% more Hispanic population than Texas which has the second highest population1 35% or 1 out of every three persons in CA is Hispanic1 Spanish Language Usage SanDiego Diego-–Tijuana San Tijuana Hispanic Market Spanish-language is the ONLY way to effectively reach the $3.1 Billion Tijuana Consumer Market. • 88% of Hispanics in San Diego speak Spanish1 • 91.3% San Diego market County use Spanish-language U.S. Ranking Sizeof all Hispanic households 4th largestinHispanic 3rd largest Hispanic market media. 6 1,4 in the U.S. in the U.S. • Culture and language are reinforced daily, resulting in a higher usage of Total San Diego-Tijuana Spanish-language media. • Hispanic Population 2,426,0001,4 2,988,6005, 13 1,4 Total Hispanic Households 584,851 628,277 Comprehension of Spanish-language ads: 23 % Hispanic Density 86.5% Hispanic density in 50% or nearly 3 out of 1,4 5 persons • Spanish-language ads the haveregion a much higher comprehensionevery level than ads in in the region is Hispanic English.23 • Ads in Spanish market with Annually5, 12 Total Purchasing Powercan reach n/aover 85% of the San Diego Hispanic $17.6 Billion impact. • Over $48.2 Million 23 Spent Daily Spanish-language ads are more persuasive: • • • Ads in Spanish are significantly more effective than in English, even among bilinguals. Ads in Spanish are 4.5 times more persuasive than ads in English. Spanish language ads post 61% better ad recall. Spanish Language Usage Spanish-Language Ads Establish Rapport: Spanish-language remains at the heart of the culture and is the language in which buying decisions are made. • Ads in Spanish are the only way to reach monolingual and Spanish dominant 3760 Convoy Street, Suiteon 219, Sansides Diego, Hispanics both of CA the 92111 border.t: 858.576.9833 f: 858.576.9846 www.sandiegoadclub.com • The only way to effectively reach out and establish immediate rapport with the bilingual population. • Immediately exemplifies your commitment and respect for the Hispanic community. • Most of all, ads in Spanish have a much higher comprehension level and GET RESULTS for a higher return on your advertising investment. • HISPANIC MARKETING COUNCIL - RESOURCE GUIDE 2008 - 2009 3760 Convoy Street, Suite 219, San Diego, CA 92111 t: 858.576.9833 f: 858.576.9846 www.sandiegoadclub.com 21 DEMOGRAPHIC PROFILE Total Hispanic Population % Hispanic Density 826,0001 951,2000 1 29.5% or 1 out of every 3 31.7% or 1 out of every 3 persons in the DMA is persons in the DMA is SanHispanic Diego Hispanic Hispanic Market San Diego MarketHispanic Total Hispanic Households 227,5301 256,200 2 Total Purchasing Power $18.3 Billion Annually $14.542 Billion U.S. Ranking 14th1• Over $50 Million 14th 24 1 Total Hispanic Population 826,000Spent 951,2000 Daily 1 2 % Hispanic Density 29.5% 31.7% or191 out of every 3 Mean Household Income $78,494or 1 out of every 3 $56,734 persons in the DMA persons in the DMA • San Diego is is • San Diego is is Hispanic Hispanic considered one of considered one of 1 Total Hispanic Households 227,530the most affluent 256,200the most affluent 2 Total Purchasing Power $18.3 Billion $14.542out Billion out ofAnnually all the major of all the major • Over $50 markets Million in Hispanic Hispanic markets in Spent the U.S.Daily the U.S. 2 Mean Household Income $78,494 $56,734 Hispanic Cable Penetration 60.4% of San Diego 61.8% of19San Diego • San Diego is • San Diego is Hispanic Households Hispanic Households 3 considered considered subscribe to cable one of subscribe to cable one of 1 the most affluent the most affluent Household Size Hispanic: 3.6 persons Hispanic: 4.2 persons out of all2.4 the major Non-Hispanic: out of all2.9 the major Non-Hispanic: persons persons 1 Hispanic markets in Hispanic markets in Median Age Hispanic: 26 years Hispanic: 25.6 years the U.S. 39 years the U.S. 40.2 years Non-Hispanic: Non-Hispanic: 1 Hispanic Cable Penetration 60.4% of12-17 San Diego 61.8% of0-11: San Diego Age Profile Persons Persons Hispanic Households Hispanic Households • 33% Hispanic • 25.1% Hispanic 3 subscribe to cable subscribe to cable • 20% Non-Hispanic • 13.8% Non-Hispanic 1 Household Size Hispanic: 3.6 persons Hispanic: 4.2 persons Persons 18-34 Persons 12-17 2.9 persons Non-Hispanic: 2.4 persons Non-Hispanic: • 31% Hispanic • 10.7% Hispanic 1 Median Age Hispanic: 26Non-Hispanic years Hispanic: 25.6 years • 22% • 7.2% Non-Hispanic Non-Hispanic: 40.2 years Non-Hispanic: 39 years Persons 18-49 Spanish Language Usage Persons 18-34 1 Age Profile Persons 12-17 Persons 0-11:Hispanic • 51% Hispanic • 31% 33% Hispanic • $3.1 25.1% 46% way Non-Hispanic 23.7% Non-Hispanic • Spanish-language is •the ONLY to effectively reach the BillionHispanic Tijuana Consumer Market. • 20% • 13.8% Persons 50+Non-Hispanic Persons 35-54Non-Hispanic • 88% of HispanicsPersons in San Diego speak Spanish1 18-34 Persons 12-17Hispanic • 16% Hispanic • 23.6% • 91.3% of all Hispanic households in San Diego County use Spanish-language • 31% • 10.7% 34% Hispanic Non-Hispanic 31.5% Hispanic Non-Hispanic media. 6 • 22% Non-Hispanic • 7.2% Non-Hispanic Persons • Culture and language are reinforced daily, resulting in a higher 50+ usage of Spanish-language media. 18-49 Persons Persons 18-34 • 9.6% Hispanic • 51% Hispanic • 31% Hispanic 23.8% Non-Hispanic • 46% Non-Hispanic • 23.7% Non-Hispanic Media Usage Among San 88% of Hispanics in San 86.2% of Hispanics in San Comprehension of Spanish-language ads: 23 1 Persons 50+ Spanish Persons 35-54Spanish14 Diego Hispanics Diego speak Diego speak • have 16% Hispanic • level 23.6% • Spanish-language ads a much higher comprehension than Hispanic ads in English.23 • 34% Non-Hispanic • 31.5% Non-Hispanic • Suite Ads in Spanish can reach over 85% of the San Diego Hispanic 3760 Convoy Street, 219, San Diego, CA 92111 t: 858.576.9833 f: 858.576.9846 www.sandiegoadclub.com Personsmarket 50+ with Spanish Language Usage impact. • 9.6% Hispanic 23 • 23.8% Non-Hispanic Spanish-language ads are more persuasive: Media Usage Among San 88% of Hispanics in San 86.2% of Hispanics in San • Ads in Spanish are significantly effective than inDiego English, even among 1 Diego Hispanics Diego speak more Spanish speak Spanish14 bilinguals. • Ads in Spanish are 4.5 times more persuasive than ads in English. • Spanish language ads post 61% better ad recall. 3760 Convoy Street, Suite 219, San Diego, CA 92111 t: 858.576.9833 f: 858.576.9846 www.sandiegoadclub.com Spanish-Language Ads Establish Rapport: Spanish-language remains at the heart of the culture and is the language in which buying decisions are made. • Ads in Spanish are the only way to reach monolingual and Spanish dominant HISPANIC MARKETING COUNCIL - RESOURCE GUIDE 2008 - 2009 Hispanics on both sides of the border. • The only way to effectively reach out and establish immediate rapport with the • 22 The Rapid Growth of San Diego’s Hispanic Market The San Diego’s Diego’s Hispanic Market Market The Rapid Growth of San Ethnic Group Total Births % of Total Ethnic Group Total Births % of Total Hispanic 19,594 44.6% Hispanic 19,594 44.6% Anglo 16,144 36.7% Anglo 16,144 36.7% Asian/Pacific Islander 4,225 9.6% Asian/Pacific Islander 4,225 9.6% Black 2,296 5.2% Black 2,296 5.2% Pacific Islander* 267 0.6% Pacific Islander* 267 0.6% American Indian* 205 0.5% *Non-Hispanic American Indian* 205 0.5% DEMOGRAPHIC PROFILE Birthrates: Birthrates: In San Diego County, Hispanic total births continue to outpace the total number of In San births. Diego 10 County, Hispanic total births continue to outpace the total number of Anglo 10 Anglo births. Hispanics comprise 1/3 of the population yet they account for nearly _ of all births in Hispanics comprise 1/3 of the population yet they account for nearly _ of all births in the County the County *Non-Hispanic Total +/ Population Growth: 1990 to 2003 10,11 10,11 Totalis+/ Population Growth: 1990oftoall2003 This correct – 330,353 is 71.3% the growth* see note in email. This is correct – 330,353 is 71.3% of all the growth* notefrom in email. Hispanics account for 71.3% of all growth in San Diego see County 1990 to 2003. Hispanics account for 71.3% of all growth in San Diego County from 1990 to 2003. Total Total Population % of Growth % of Growth Population Growth Growth Hispanic +64.7% +330,353 Hispanic +64.7% +330,353 Asian/Pacific Islander +54.4% +100,690 Asian/Pacific Islander +54.4% +100,690 Black/African +8.5% +12,788 Black/African +8.5% +12,788 American American White* -4.5% -74,274 *Non-Hispanic White* -4.5% -74,274 *Non-Hispanic Hispanic Becomes the Majority by 2036: 11 As early as 2036, the Hispanic population in San Diego County will comprise the largest segment of the overall population. Hispanics will make up 40.7% or 2 out of every 5 persons. Total % of www.sandiegoadclub.com 3760 Convoy Street, Suite 219, San Diego, CA 92111 t: 858.576.9833 f: 858.576.9846 Population Population 3760 Convoy Street, Suite 219, San Diego, CA 92111 t: 858.576.9833 f: 858.576.9846 www.sandiegoadclub.com Hispanic Anglo Asian/Pacific Islander Black American Indian 1,974,288 1,959,915 637,950 261,922 19,223 40.7% 40.4% 13.1% 5.4% 0.4% HISPANIC MARKETING COUNCIL - RESOURCE GUIDE 2008 - 2009 23 DEMOGRAPHIC PROFILE The Tijuana The Tijuana Consumer Market Consumer Market Total Population4 Total Households4 Population Distribution4 Total Purchasing Power 2,037,400 370,520 Tijuana, Tecate, Rosarito • Over $3.1 Billion is spent annually in “San Diego” County.12 • That’s an estimated $5.5 MILLION minimum spent daily by Tijuanans. 12 • Tijuanans account for 8% of all retail sales in San Diego County, generating millions of dollars in revenues for local municipalities. 13 Occupation17 Tijuana is considered one of the most affluent markets in all of Mexico • 54% White Collar • 36% Blue Collar • 7% Unemployed • 3% Other Tijuana: 5.0 Persons/Household 13 SD Hispanic: 4.2 Persons/Household 5 SD Non-Hispanic: 2.9 Persons/Household 15 Tijuana: 24.8 years of age 16 San Diego Hispanic: 25.6 years of age 8 San Diego White: 40.2 years of age 8 Tijuana:16 SD Anglo:8 0-19 44.2% 21.9% 20-34 31.0% 48.2% 35-54 17.9% 31.8% 55+ 6.9% 26.1% Tijuana: 68.0% 18 S.D. Hispanic: 41.3% 19 S.D. Non-Hispanic: 66.8% 19 The San Diego-Tijuana border is the busiest in the world • 60.1 million border crossings/year • 82% crossed the border in passenger cars20 68.0% Shopping 12.7% Working in San Diego 12.0% Social Visits 2.1% School 1.9% Leisure 1.9% Other 0.9% Medical Larger Families Median Age Age profile Home Ownership Border Crossings Purpose of Trip to U.S.20,22 3760 Convoy Street, Suite 219, San Diego, CA 92111 t: 858.576.9833 f: 858.576.9846 www.sandiegoadclub.com 24 HISPANIC MARKETING COUNCIL - RESOURCE GUIDE 2008 - 2009 Top Hispanic Advertising Expenditures San Diego 2007 Broadcast Advertiser Ford Verizon Wireless Toyota McDonald’s Cricket Nissan Honda Wells Fargo AT&T Wireless Jeep GMC Truck Olive Garden Vons JC Penney Mervyn’s Mazda Jack-in-the-Box Cingular Wireless Sprint Wireless Albertson’s Amount $2,311,624 $1,232,630 $1,098,765 $997,256 $923,622 $901,532 $615,076 $521,710 $504,751 $444,470 $440,270 $398,310 $387,755 $379,294 $369,920 $356,505 $326,535 $317,329 $289,037 $277,675 Print Advertiser Sears K-Mart Target Mervyn’s Washington Mutual Sycuan Wal-Mart Albertson’s Kohl’s Cricket Sprint Wireless Bank of America Vons Union Bank Valley View Casino Café Sevilla Marie Calendar’s Arby’s Ralphs Amount $430,869 $405,807 $262,185 $221,760 $137,965 $117,612 $108,141 $90,938 $89,100 $63,961 $52,970 $35,778 $25,330 $24,158 $22,952 $18,854 $17,770 $17,609 $66,456 Source: VMS Voicetrak, San Diego Hispanic 1st-4th Qtr 2007 25 HISPANIC MARKETING COUNCIL - RESOURCE GUIDE 2008 - 2009 SCARBOROUGH SAN DIEGO The following are some highlights from Scarborough’s 2007 Release II Data. It gives an impressive comparison of Hispanic consumers and shows the sheer purchasing power of this younger, rapidly growing and affluent San Diego Hispanic consumer market. Take note, this reflects the consumer profile of Hispanics in San Diego only, and does NOT include the Tijuana consumer market and their annual $3.1 Billion expenditures in San Diego County. *Note: as of January 2004, Mexican Nationals can now purchase new vehicles in the U.S. without paying import tax – another opportunity for local New Car Dealerships. INTERNET PURCHASES IN THE PAST 12 MONTHS: Hispanic: $643 Mean amount per household Non-Hispanic: $1,193 Mean amount per household Total Spent by San Diego Hispanics: $139.2 Million FULL-TIME EMPLOYMENT STATUS (35 hours or more/week) HISPANIC Employment full-time: 51.5% 149,986 or 88% of all Tijuana Households who plan to buy a vehicle in the next 12 months will purchase it in San Diego. If they only spent the mean amount spent for a used vehicle $7,105 by S.D. Hispanics, then Tijuanans would spend an estimated $1.1 Billion in San Diego. NON-HISPANIC 50.5% MEAN # OF PERSONS EMPLOYED PER HOUSEHOLD Hispanic: 2.06 Persons per Household Non-Hispanic 1.46 Persons per Household MEDIAN MARKET VALUE OF OWNED HOME: Hispanic: $554,243 Non-Hispanic $639,627 SAN DIEGO HISPANIC CONSUMER CATEGORY SPENDING LEVELS ANY VEHICLE BOUGHT “NEW” IN SAN DIEGO IN THE LAST 12 MONTHS: 18.4% or nearly 1 out of every 5 new vehicles was bought by Hispanics. 15.6% or nearly 1 out of every 6 vehicles was leased by Hispanics. 29.2% or nearly 1 out of every 3 used vehicles was bought by Hispanics. AMOUNT PLANNED FOR A NEW VEHICLE IN THE NEXT 12 MONTHS: Hispanic: $27,596 Mean $ Amount per Household Non-Hispanic: $24,623 Mean $ Amount per Household Total to be Spent by San Diego Hispanics: $2.0 Billion • Hispanics comprise 39.5% of all San Diegans planning to buy a New Vehicle or Lease a Vehicle within the next 12 months (total of 82,775 buyers), and make up 36.1% of all San Diegans planning on buying a Used Vehicle (total of 113,826 buyers). ALL HOME IMPROVEMENTS IN THE PAST 12 MONTHS: Hispanic: $2,244 Mean amount per Household Non-Hispanic: $2,591 Mean amount per Household Total Spent by San Diego Hispanics: $479.2 Million CELL PHONE SERVICES PAST 12 MONTHS Hispanic: $1,003 Mean amount per Household Non-Hispanic: $879 Mean amount per Household LONG DISTANCE PHONE SERVICES PAST 12 MONTHS: Hispanic: $365 Mean amount per Household Non-Hispanic: $309 Mean amount per Household DEMOGRAPHIC PROFILE - SCARBOROUGH SAN DIEGO DEMOGRAPHIC PROFILE 2007 Release II TIJUANA ADDITIONAL VEHICLE SALES OPPORTUNTIES: APPAREL ITEMS BOUGHT IN THE PAST 12 MONTHS: Children’s Clothing • 37.4% or 216,432 consumers were Hispanic • Mean Spent by Hispanics: $217.09 (vs. $259.72) • Hispanics spent $47 million last year Infants Clothing • 32.5% or 138,927 consumers were Hispanic • Mean Spent by Hispanics: $203 (vs. $180) • Hispanics spent $28.3 million last year Athletic Shoes • 24.0% or 138,927 consumers were Hispanic • Mean Spent by Hispanics: $175 (vs. $156) • Hispanics spent $36.9 million last year Women’s Shoes • 25.9% or 243,492 consumers were Hispanic • Mean Spent by Hispanics: $146 (vs. $218) • Hispanics spent $35.4 million last year HISPANIC MARKETING COUNCIL - RESOURCE GUIDE 2008 - 2009 26 SCARBOROUGH SAN DIEGO Men’s Shoes • 27.0% or 219,602 consumers were Hispanic • Mean Spent by Hispanics: $162 (vs. $194) • Hispanics spent $35.6 million last year TOTAL MEAN DOLLARS SPENT BY SAN DIEGO HISPANICS ON HOUSEHOLD ITEMS: Cosmetics, Perfumes, or Skin Care Items: • 24.8% or 280,365 consumers were Hispanic • Mean Spent by Hispanics: $146 (vs. $185) • Hispanics spent $41.0 million last year Furniture……………………………….$226.0 million Hardware, Building, Paint, Lawn, Garden Items……………………$276.5 million Carpeting Or Floor Covering…………..$114.3 million Television sets .……………………........ $185.7 million Draperies, Blinds Other Window Treatments ..…………..$ 61.0 million Stereo equipment/Home Music System…$ 50.9 mil. Camera or accessories...…………….…$ 62.8 million Women’s Business Clothing: • 13.6% or 41,717 consumers were Hispanic • Mean Spent by Hispanics: $253 (vs. $331) • Hispanics spent $10.5 million last year Women’s Casual Clothing/Sportswear: • 23.0% or 230,087 consumers were Hispanic • Mean Spent by Hispanics: $220 (vs. $283) • Hispanics spent $50.5 million last year Men’s Business Clothing: • 22.2% or 71,002 consumers were Hispanic • Mean Spent by Hispanics: $305 (vs. $344) • Hispanics spent $21.7 million last year ITEMS/SERVICE HISPANIC HOUSEHOLD PLANS TO BUY IN THE NEXT 12 MONTHS: Video Game System 49.3% or 48,103 buyers will be Hispanic MP3 Player 44.8% or 53,185 buyers will be Hispanic Men’s Casual Clothing/Sportswear: • 21.6% or 226,122 consumers were Hispanic • Mean Spent by Hispanics: $230 (vs. $247) • Hispanics spent $51.9 million last year Computer 30.3% or 83,244 buyers will be Hispanic HOUSEHOLD ITEMS BOUGHT IN THE PAST 12 MONTHS: Mattresses 38.1% or 86,729 buyers will be Hispanic Video Game System 28.4% or 175,852 consumers were Hispanic Digital Camera 35.6% or 77,178 buyers will be Hispanic Stereo Equipment/Home Music System 33.3% or 109,757 consumers were Hispanic Wireless/Cell Service for self 37.8% or 49,687 buyers will be Hispanic Furniture 25.3% or 170,285 consumers were Hispanic Wireless/Cell Service for Other Household Member 22.2% or 14,950 buyers will be Hispanic Carpet or Floor Covering 20.5% or 93,115 consumers were Hispanic Mattresses 26.1% or 117,502 consumers were Hispanic Draperies, Blinds, Other Window Treatments 33.0% or 133,240 consumers were Hispanic Hardware, Building, Paint, Lawn, Garden Items 20.7% or 351,269 consumers were Hispanic Camera or accessories 20.7% or 131,754 consumers were Hispanic 27 *Bought in the past 12 Months HISPANIC MARKETING COUNCIL - RESOURCE GUIDE 2008 - 2009 Furniture 32.4% or 110,162 buyers will be Hispanic SOURCES DEMOGRAPHIC PROFILE - SOURCES 1. Nielsen Universe Estimates 2008 28 2. Global Insight – 2007 Hispanic Market Monitor 10. Calif. Dept. of Health Services, Birth Records. Table 2-33: “Live Births By Race/ Ethnic Group Of Mother, California Counties and Selected city Health Departments, California,” 2004 17. Hispanic Marketing Research Corporation Tijuana Market Study 1990 18. 2000 INEGI XI Census (El Instituto Nacional de Estadistica Geografia e 11. State of California Department of Finace Informática). County Population Projections with 4. Instituto Nacional de Estadistica Geografia Race/Ethnic Detail, Sacramento, California 19. Scarborough – San Diego 2007 e Informatica (INEGI) 2005, Census 2000 – December 1998. No ethnic updates Release II Principales Resultados por Localidad (total available as of 5/04 de viviendas) 20. Customs & Border Protection: Border 12. San Diego Dialogue June 1999. Crossing for San Ysidro and Otay 5. Synovate 2006 – U.S. Hispanic Market Ports of Entry combined for FY 2005. Report 13. Instituto Nacional de Estadística Geografía e Informática INEGI) 2002, 21. Estimated Economic Impact of 6. Strategy Research Corporation – 2002 – Projections Border Wait Times at San Diego U.S. Hispanic Market Blue Book Baja California Region – conducted 14. Scarborough – San Diego 2006 Release I by SANDAG April 5, 2005 7. U.S. Census Bureau, Census 2000 actuals. 15. Final 2030 Cities/County Forecast, 22. SRC San Diego Hispanic Market 8. Instituto Nacional de Estadistica Geografia SANDAG, Dec.2003 Study – Crossborder Shopping 1989 e Informatica (INEGI) 2005, Census 2000 – Principales Resultados por Localidad (total 16. 2000 Strategy Research Corporation23. RRG – Peter Roslow Research Group, de viviendas) Tijuana popultions estimates (Tijuana Inc. –2000s DMA: Tijuana, Tecate & Rosarito) 9. SANDAG, Current estimates Feb. 2004 24. Nielsen Hispanic Station Index, November, 2007 3. Nielsen Nov-07 Hispanic Cable Universe Estimates HISPANIC MARKETING COUNCIL - RESOURCE GUIDE 2008 - 2009 www.aldelinodesign.com www.creativehotlist.com/adelino