Exclusiva
The Headlines From Around Latin America and the Hispanic World
David Puente is the anchor for ABC News' "Exclusiva." He regularly reports on immigration and politics in Latin America and the Hispanic community in the U.S.
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How to Reach Hispanics
January 30, 2006 3:58 PM
Guess who's got mail? At the "Marketing to Hispanics and Latin America" conference where I am in Miami the buzz is about the 14 million Hispanics now on-line and connecting to the web faster than any other ethnic group in the US.
Manuel Delgado, CEO of One Real World, a marketing agency out of Houston,
openned the conference with talk of the Hispanics who are on-line longer than the general population, shop more on-line per capita than most Americans and of course are much younger. They are also more affluent and educated than most Hispanics. This means that the web is, according to many here, the new frontier for Hispanic-related content and advertising.
Although let's not forget that many are still trying to figure out how to
reach Hispanics via conventional media too.
All in all, it's good news for Yahoo North Latin America General Manager Jose Font. We just sat down to talk about this unexplored territory - Hispanics on the web - here are some of my notes from our conversation:
WHAT IS DRIVING HISPANICS TO GET CONNECTED?
JF: There are three main areas for which Hispanics use the Internet.
1) To search - find information like everyone else.
2) Communication - whether it's families abroad or news from their country,
3) Also like everyone else - entertainment and games.
The need to keep up is driving them to connect. More understand that to
compete, get ahead in education and in careers, they need to be connected.
LOTS OF TALK HERE ABOUT HOW TO BEST REACH HISPANICS - IN SPANISH? ENGLISH?
OR BOTH? WILL WE SEE MORE BI-LINGUAL CONTENT ON YAHOO?
JF: We stick mainly to Spanish but that doesn't mean that, for example,
under Yahoo Music you won't find both Spanish-language and US music. We try
to offer the best from professional sources and amateurs. We want our public
to be involved.
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January 30, 2006 | Permalink | User Comments (1)
Thanks for doing the Exclusiva Podcast. I am a Spanish teacher in Washington and we listen to it in class each week. It's been a great source of timely information and leads to good conversations about Latin American affairs.
If you are down in DC, please consider stopping by to speak to one of my classes. They would really enjoy it.
Aaron Plantenberg
Posted by: Aaron Plantenberg | Jan 30, 2006 4:15:49 PM
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