Volume 8, Number 23 March 23, 2010
Hola!
F o r A l l Yo u r O n l i n e
& Print Hispanic
Adver tising Needs
We are the Experts
Latino Print Network works with
over 625 Hispanic publications in
180 markets nationwide with a
combined circulation of
19 million.
Click here or phone
760-434-7474 x171 or x177
or email Abraham
@LatinoPrintNetwork.com
with your needs.
Cal State San Bernardino will
host its first Latino Education
and Advocacy Day, or LEAD,
conference for educators and
advocates on Monday, March 29,
2010. Speakers include Dolores
Huerta, Sylvia Mendez and Juan
Sepulveda.
Click here for more info.
With this issue I share the 2010 State of Hispanic Print speech
that I gave a week ago in Albuquerque at the very successful
NAHP Convention. I also share several down loadable files like
the 2009 Hispanic Print profile, a statistical trends report that
we've been doing for nearly 30 years. Please let me know
what you think.
In this issue
The State of Hispanic Print 2010, a speech and analysis by Kirk
Whisler, given at the NAHP Convention in Albuquerque, NM
The complete 2010 José Martí Awards from the NAHP
Convention in Albuquerque
10 Important Things That Are Happening Within Hispanic
Publications
Civil rights leader calls for compassionate immigration reform and
an end to deportations
EDWARD OLMOS' TAKES HIS TURN TO 'STAND AND
DELIVER' FOR THE TEACHER HE PORTRAYED
MENENDEZ-KERRY BILL TO STRENGTHEN ORGANIZATION
OF AMERICAN STATES, PROMOTE DEMOCRACY
Luncheon Keynotes Speakers Announced for NALIP 2010
Conference
More Books for your consideration
Issue quote
"If you want to go QUICKLY, go ALONE. If you
want to go FAR, go TOGETHER." -Al Gore
If you find a quote you like let me know. I will be happy to send to our
8,800 plus Hispanic advertising and media executives & give you a plug for
sending it!
Our Goal
Latino Print Network's goal with each issue is for you to say at
least once "I didn't know that".
Podcasts
Check out HM101 Podcasts. We keep the podcasts short and
insightful on various aspects of Hispanic marketing and the
community. We've interviewed over 50 media, marketing and
community leaders to provide you with their insights.
Un abrazo,
 Kirk Whisler
Executive Editor

The State Of Hispanic Print 2010

The National By Kirk Whisler

Association of
We have been plotting the trends of Hispanic Print for nearly 30 years
Latino Independent and have seen many interesting trends over the years. For several
Producers' 2010 decades it was non-stop growth every single year. The last several
Convention, with years have been the hardest every for publications as a whole, and for
the theme Hispanic publications many categories have seen negative trends for
Navigating in a the first time ever.
Sea of Change, Hispanic Print generated $1.13 BILLION in ad revenue amongst its
will be held April 1,841 publications in 2009. We know that's a positive, as are many other
9-11 at Loews trends for Hispanic Print. The following trends are some of the highlights
Santa Monica Beach from Latino Print Networks annual analysis on Hispanic publications for
Resort. 2009. It includes comparisons with previous years to plot meaningful
trends.

This event is a GREAT Daily Hispanic Newspapers

place learn, grow and,
most importantly, network
within the Entertainment
Industry. If you have film,
TV, video, or documentary
projects this is where you
want to be.
The last few years have been roughest on dailies, especially Spanish
language dailies. Here are some of the trends:
2005 was the peak year with 42 Hispanic dailies
In 2009 there were 25 Hispanic dailies in the USA or Puerto Rico
No segment has lost more ad revenue than Hispanic dailies, a
drop of 46.6% since 2005
Dailies now account for 29% of all Hispanic Print ad revenues

Weekly Hispanic Newspapers

Hispanic weeklies are doing much better and are a bright spot in

LUIS VALDEZ's
landmark stage play,
"ZOOT SUIT" is set to
open in Mexico City
on April 29, 2010.
Luis Valdez directs the National
Theatre Company of Mexico
(CNT) in what will be the first
Chicano play ever produced by
the national company. Alma
Martinez, who appeared in the
original stage and film, brought
the project to the CNT and
serves as US-Mexico Project
Coordinator.
FACEBOOK: Zoot Suit
(Compañía Nacional de Teatro)
Hispanic Print.
2009 is the peak year with 428 Hispanic weeklies, up from 350 in
2005
Combined ad revenues have GROWN 11.4% since 2005
Weeklies now account for 34% of all ad sales, first time weeklies
have passed dailies
Hispanic owned weeklies are, as a whole, holding solid when
they're driven by LOCAL ad revenues
Local Magazines
With local Latino magazines there are also some bright spots, as well as
areas of concern.
2008 was the peak year with 302 Hispanic local glossy &
newsprint magazines
2008 was the peak year for ad revenues, but while local glossy
magazines have seen a 27% drop, newsprint publications have
remained stable and account for 8% of all ad revenue
Hispanic owned weeklies like El Aviso, El Especial, and El
Clasificado are key segments to watch
National Magazines
After dailies, national weeklies are suffering the most.
2008 was the peak year with 164 national Hispanic magazines
(International magazines are a separate category)
At the end of 2009 there were 136 national Hispanic magazines
Ad revenues dropped 27% this past year, but still account for
13% of all ad revenues
A bright spot would be People en Español that has seen their
circulation grow every year
Employment
While the overall employment numbers may be down, Hispanic
publications still employ the vast majority of Latinos working in English
or Spanish in the media in the United States.
2007 was the peak year for employment with Hispanic
Publications with a total of 17,354 employees
In 2009 11,275 people were employed in Hispanic Print
Hispanic Print employees 3,348 journalists, more than double
employed in all other U.S. media combined.
 The All-in-One Audited Publications
Translation, Editing & One of the great strengths of Hispanic Print is the very large number of
Design Service. audited publications. The Hispanic publications that are doing all this
Get the service you need hard work to be audited deserve more attention from advertisers.
from an experienced
2007 was the peak year for audited publications with 211
publication translation In 2009 168 Hispanic publications were audited
service; contact Audited circulation has remained very solid at a combined 15.9
transedita@live.com million
or go to Hispanic owned publications are the most solid segment here
www.transedita.com

The 2009 Hispanic Print Trends & Analysis

Click here for the most comprehensive
annual analysis of Hispanic Print anywhere.

For more indepth research please call Kirk Whisler,

Latino Print Network, 760-434-1223, kirk@whisler.com

10 Important Things That Are Happening

Within Hispanic Print
The 2010 International
Latino Book Awards A variety of trends are effecting Hispanic publications in
will be held May 25, positive ways. Hispanic Print has many strengths and delivers
2010 at the Jacob some great audiences. The following are some of the
Javits Convention currently most meaningful aspects of Hispanic Print:

Center in New York.

#1 Readers Trust Hispanic Print
Phone 760-434-4484
about attending or 94% say their Hispanic publication is the best or a good
sponsoring this source for SHOPPING INFORMATION.
important event. 29% say it's the best source.
Only 5% prefer other sources.
With mainstream dailies only 51% of the readers say
the ads are very or somewhat useful

#2 The Hispanic Audience is Bilingual

68% of Hispanics are bilingual

#3 Hispanic Publications Are Becoming Minority

Certified

Hispanic owned newspapers and local magazines are


The National
Association of Hispanic
Publication's José Martí
Awards are the largest
Latino Media Awards
Click here for the 2010
Award Winners
If you are interested in the
Entertainment Industry,
consider joining the National
Association of Latino
Independent Producers. For
10 year NALIP has helped
thousands of Latinos gain access
and power within the
Entertainment Industry. The
organizations serves producers,
directors, writers, and all other
behind the camera professions.
For more information about
becoming a member click
here. Regular memberships are
the cornerstone of Hispanic Print
This is becoming key for approaching key corporations,
governmental agencies, as well as a great way to
segment yourself from other media
In the next five years this will be one of the five most
important ways to increase ad sales
#4 Smart Hispanic Publications Own Zip Codes Not
Markets
In 2010 it's more likely to be profitable from 'owning' a
handful of zip codes than to have a small circulation in a
dozens or hundreds of zip codes
Success Hispanic publications need to be in both PRINT
and ONLINE in these zip codes
#5 Hispanic Print Readers Are Online
The readers of Hispanic Print represent the largest segment of
Spanish Speakers on the Internet: 71% of the readers of
Hispanic Print have the Internet in their home and another
8% access the internet outside the home on a weekly basis
(based on the 2009 National Hispanic Readership Study of
9,603 readers of Hispanic Print)
#6 Hispanic Publications Are Now Auditing Their
Online Efforts
Circulation audit companies now include auditing of
online publications and their websites
Within the next twelve months advertisers will start
demanding this information
#7 Hispanic Print Readers Are Younger
The average age for readers of Hispanic newspapers is
35.5 - almost the same as Univision is in prime time
The average age for most mainstream dailies is in the
low 50s
#8 The Leaders of Hispanic Print Are Working Together
"If you want to go QUICKLY, go ALONE. If you want to go FAR,
go TOGETHER." -Al Gore
The recent National Association of Hispanic Publications
Convention in Albuquerque showed the depth of leadership
that Hispanic Print has. In coming months you will hear more
of these Hispanic Print leaders speaking out on how Hispanic
Print is DIFFERENT than Mainstream Print and other media.
 as low as $50 and student
memberships only $20. #9 Better Times Are Ahead
While the last few years have been tough, ethnic markets will
be amongst the first to rebound - in particular the Hispanic
market because it is the fastest growing in the USA.

The State of Hispanic Print 2010

Click here for The State of Hispanic Print
power point presentation that Kirk Whisler
gave at the 2010 NAHP Convention in
Albuquerque
Be sure to mark your
For more indepth research please call Kirk Whisler,
calendar for the NAHP Latino Print Network, 760-434-1223, kirk@whisler.com
2011 Convention:
Civil rights leader calls for compassionate
Orlando, Fla immigration reform and an end to
October 12-15,
2011
deportations

LULAC President Rosa Rosales (in the hat) addresses

For you to learn more
half a million at March for America
about the values of
Hispanic Publications The National President of the League of United Latin
Latino Print Network Americans, this nation's largest and oldest Latino membership
has done an 80 page based organization, addressed half a million immigration
study entitled The supporters at the March for America on the National Mall.
Urging President Obama to work with Congress to pass
Strengths of Hispanic
compassionate immigration reform and to place a moratorium
Owned Publications
on raids and deportations, President Rosales called for
The study details through
interviews and research the 29
key values Hispanic Publications
offer to those wanting to reach
the Latino community.
Click Here To Get The
FREE 80 Page Study
Need A
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Hispanic Zip Profile USA
offers you a totally different
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Not merely the number of
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few basic characteristics, but
over a thousand pieces of
GREAT data. For example
target Hispanics by five
comprehensive levels of
immigration laws that strengthen our economy and recognize
our proud tradition of immigrants seeking the American
Dream.
The March for America, and dozens of events across the
nation, represent millions of Americans - native born and
immigrant, conservative and progressive, business leader and
labor leader, along with a tremendous diversity of faith and
lay leaders - who want comprehensive immigration reform
now.
The League of United Latin American Citizens advances the
economic condition, educational attainment, political
influence, housing, health and civil rights of Hispanic
Americans through community-based programs operating at
more than 700 LULAC councils nationwide.
EDWARD OLMOS' TAKES HIS TURN TO
'STAND AND DELIVER' FOR THE TEACHER
HE PORTRAYED
By Adrian Rocha
Hispanic Link News Service
At age 79, Jaime Escalante, the legendary East Los Angeles
math teacher who inspired the classic 1988 motion picture
Stand and Deliver, is fighting for his life.
This time "ganas" - the Spanish word he used to indoctrinate
thousands of Latino students with a fierce desire to learn,
may not be enough to save him. A month ago, doctors gave
the Bolivian native, now in late stages of gall bladder cancer,
two months to live, Edward James Olmos, his long-time
friend, tells Hispanic Link News Service.
Olmos, who earned an Oscar nomination for his portrayal of
Escalante, is on a mission to raise funds to assist the teacher
and his family in Sacramento, Calif., in meeting mounting
medical bills and to cushion his days with comfort and peace.
"It is not that we are trying to save his life," Olmos says with
resignation.
Olmos spent most of a year with Escalante prior to starting
the film. "I was able to build a friendship with one of the
 language skills with the
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more information.
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Buyers, Hispanic Media &
Marketing Firms
The 2010 Hispanic Marketing 101
Yearbook is a 176 page book with
over 50 articles on Hispanic
media, Marketing to Latinos, the
Audiences that make up the
Hispanic market, current trends in
greatest people on the planet." he says, proclaiming that
Escalante had the greatest depth of any character he has ever
played.
Born in La Paz, Bolivia, Escalante taught physics and math for
14 years in his homeland before migrating to the United
States in 1964. In California he confronted a new language
and the need for U.S. teaching credentials. On earning
them, he obtained a job as a math teacher at Garfield High
School in East Los Angeles.
After cajoling school administrators, some students and their
parents to accept his challenge, he instituted Garfield's first
college-level calculus classes.
His greatest triumph - and shock - came in 1982 when he
guided 18 of his students to pass the rigorous national
Advanced Placement calculus exam, an accomplishment
comparable to excelling in college competition.
The shock? Test administrators couldn't believe Chicano
students from East L.A. could be that smart. Suspecting they
cheated, AP officials demanded they take the test again. The
students complied and passed again, many scoring even
higher than before.
The sour memory of how the media played the drama has
remained with Olmos. "The press came after him," as the
cheating charges received far more attention than the
achievements of Escalante and his students, Olmos recalls
with lingering rancor.
The actor first met Escalante in the early '80s when both were
being honored by the NAACP - Olmos for his relentless
devotion to helping the community and Escalante for his
classroom magic.
Escalante's odyssey made its way to the big screen in 1988,
showing the world that kids from disadvantaged backgrounds
are just as capable as students from affluent ones. They
possess the potential to "understand the highest form of
mental use achieved by mathematics," Olmos says. Stand and
Deliver continues to be screened regularly in high schools and
middle schools throughout the country. Olmos makes the
claim it is "the world's number 1 most influential
movie."
 media.
His big acting break came as El Pachuco in Zoot Suit. Hisroles
40 advertisers are over the years include Gaff in Blade Runner, Lt. Martin Castillo
already in - you in Miami Vice, Montoya Santana in American Me, which he
directed, and most recently, Admiral William Adama in
should consider Battlestar Galactica.
joining them
Call Abraham at But today Escalante remains foremost in his thoughts. Three
760-434-7474 x171 or email presidents - Ronald Reagan, George H. W. Bush and William
Clinton - have hosted the remarkable teacher at the White
Abraham with your needs.
House in the past. With Escalante unable to travel, Olmos
says. "I'm praying that President Obama will find a way to see
Jaime and thank him for all he's done for our nation."

(Adrian Rocha is a reporter with Hispanic Link News Service in

Washington, D.C. His email: Arocha@hispaniclink.org)

To help the family of Jaime Escalante, contact:

"Friends of Jaime"
c/o FASE
236 West Mountain Street, Suite 105
Pasadena, CA 91103
Or call 626-793-5300 for more information

The complete José Martí Awards From the

Need Great Artwork
NAHP Convention In Albuquerque
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podcasts
The Big Winner
at the 2008 Tony's is now
slated to be a movie
Join Our List
This was the most exciting series of NAHP José Martí Awards
in a number of years. Between last Thursday and Saturday a
total of 222 Gold, Silver and Bronze awards were given out to
50 different Hispanic publications across the USA.
Click here for a complete list of The
2010 José Martí Awards
We hold that both local and national advertisers give the
respect that these awards deserve - and give these
publications extra attention in upcoming ad buys.
MENENDEZ-KERRY BILL TO
STRENGTHEN ORGANIZATION OF
AMERICAN STATES, PROMOTE
DEMOCRACY
U.S. Senator Robert Menendez (D-NJ), a member of the
Foreign Relations Committee, and Committee Chairman John
Kerry (D-MA), last week introduced legislation to strengthen
the Organization of American States (OAS). The "Organization
of American States Revitalization and Reform Act of 2010"
(S.3087) would help refocus the OAS on key mission areas
through reform and greater transparency in budgeting,
accounting, and hiring.
"Our hemisphere, with few exceptions, is unified in its
commitment to some of the noblest objectives in history -
democracy, human rights, freedom, fairness, transparency,
and justice," said Menendez. "But there is more work to be
done - as underscored by the erratic authoritarianism in
Venezuela, the recent coup in Honduras, the human rights
violations in Colombia, and ongoing abuses of the Castro
regime. It is in the interest of the United States to have a
strong, capable and relevant multilateral forum in which to
resolve disputes and build consensus around initiatives."
"The OAS is the primary venue for collaboration and
coordination on security, democracy, the environment, and
other critical issues here in our own hemisphere, from Canada
to Tierra del Fuego," said Kerry. "To fulfill its mission in the
21st century, the OAS needs reform and modernization, and
our legislation clearly moves it in that direction."

The Menendez-Kerry bill works to focus the mission of the

institution towards its natural areas of strength, adopt and
implement improved accounting standards, put in place
results-based budgeting processes, and adhere to transparent
and merit-based human resource policies. It also seeks to
help agencies within the U.S. Government to better use the
OAS as a forum to collaborate on areas of mutual interest like
energy, citizen security, economic development, and trade.
The core of the OAS programs consolidate democracy,
monitor elections, and improve public security.

Click HERE for a PDF of the "Organization of American States

Revitalization and Reform Act of 2010" (S. 3087)

Luncheon Keynotes Speakers

Announced for NALIP 2010
Conference

NALIP 2010 begins at lunch on Friday, April 9 with an

interview you will not want to miss. CNN's Soledad O'Brien,
fresh from her in-depth reporting in Haiti and her "Latino in
America" series, will do a conversation with the only Latina
producer to exceed $1 billion in box office. Elizabeth Avellan
of Troublemaker Studios looks to increase the revenues to her
credit by a significant amount in 2010: she has two
blockbusters due out this summer from Fox, Predators and
Machete. Come hear these two extraordinary Latinas discuss
their perspective on our industry, our standing as a
community, and what's really working as we launch our 11th
national conference.

Saturday's keynote lunch speaker will be no less provocative.

Screen Gems president Clint Culpepper joins us to discuss the
Sony Pictures specialty division that has become one of the
most consistent and successful studio-operated labels in the
film industry under his leadership. Through a keen eye for
talent, a major commitment to genre films, and consistent
representation of minorities and urban settings, Clint has
shepherded 4-6 films each year from last year's Obsessed
with Beyonce Knowles to Legion with Tyrese Gibson to
romantic drama Dear John. Come hear his unique vantage on
our business and its future, which includes his upcoming
remake of Straw Dogs, Stomp the Yard 2 and Sniper:
Reloaded.

For more on the convention click here.

More Books For Your Consideration

Important Events
To Plan For?
e-mail info about your Media, Marketing or Latino event to
kirk@whisler.com

Please feel free to forward this newsletter on to others who

may find it useful. Please unsubscribe if you no longer wish to
receive it. Trouble vewing this e-mail? Read it on the web.
HM101 Thank you.
 Sinceramente,

Kirk Whisler
Hispanic Marketing 101

email: kirk@whisler.com
voice: (760) 434-1223
Latino Print Network overall: 760-434-7474
web: www.hm101.com
Podcast: www.mylatinonetwork.com

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