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Volume 8, Number 10 February 4, 2010

F o r A l l Yo u r O n l i n e
& Print Hispanic In this issue

Adver tising Needs Report: Mexican Government Uses Innovative Strategy to Help its
We are the Experts Migrants Integrate in the United States
Seven Reasons to Push for Immigration Reform this Year
Applications Now Being Accepted for the Lopez Negrete Hispanic
Marketing Education Fund Scholarship; March 1st Deadline for
College Students with Interests in Hispanic Marketing or
San Diego Latino Film Festival has another great Festival coming
Latino Print Network works with up
over 625 Hispanic publications in More Books for your consideration
180 markets nationwide with a
combined circulation of Issue quote
"If opportunity doesn't knock, build a door."
19 million.
Click here or phone ~Milton Berle
If you find a quote you like let me know. I will be happy to send to our 8,800 plus
760-434-7474 x171 or x177 Hispanic advertising and media executives & give you a plug for sending it!
or email Abraham Our Goal
with your needs. Latino Print Network's goal with each issue is for you to say at
least once "I didn't know that".

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

Be sure to mark your

calendar for the NAHP
2010 Convention:
Albuquerque Report:  Mexican  Government  Uses
March 10-13, 2010
Sponsorship &
Innova5ve  Strategy  to  Help  its  Migrants
Exhibitor Info Integrate  in  the  United  States

Registration & Hotel

Information Immigrant integration remains largely an afterthought in U.S. immigration
policy discussions and the country's integration policies remain
chronically underfunded and limited in scope. In the absence of coherent
policies at the federal level, the responsibility for immigrant integration
historically has fallen to families, employers, churches, non-governmental
organizations and an increasingly restive set of state and local

New partners are emerging, though. Mexico's efforts to help its migrants
succeed in the United States offer a new example of an immigrant-
sending country looking to improve its emigrants' lives and connect with
The All-in-One its diaspora, according to a report released today by the Migration Policy
Translation, Editing & Institute (MPI). With Mexicans accounting for one-third of all immigrants in
Design Service. the United States, Mexico's initiative is of particular note.
Get the service you need
from an experienced The report, Protection Through Integration: The Mexican Government's
publication translation Efforts to Aid Migrants in the United States, details the activities of
service; contact Mexico's Institute of Mexicans Abroad (IME) in a first-ever attempt to map the expanding range of IME programs. The MPI review makes clear that
or go to Mexico has moved beyond traditional consular protections to deliver an array of civic, health, education and financial services to its migrants, 96
percent of whom live in the United States. These tasks have traditionally
been carried out by migrant-receiving countries.
"The policy innovation here is that the initiatives IME is offering to
Mexican immigrants in the United States generally have been viewed as
the responsibility of the immigrant-receiving country," said the report's
author, MPI Policy Analyst Laureen Laglagaron. "While these programs
need to be further evaluated, they offer a number of potential best
practices not just for Mexico but for other immigrant-sending countries."

Mexico's consular offices and the services they provide have expanded in
response to an increase in the number of Mexican immigrants in the
United States, from 2.2 million in 1980 to 11.4 million in 2008. A shift in
Mexico's approach to its migrants has emerged alongside these
For you to learn more demographic trends -- one rooted in a belief that a better-integrated
about the values of immigrant benefits the individual immigrant, the sending country and the
Hispanic Publications receiving country.
Latino Print Network
"The fact of the matter is that consular offices have become increasingly
has done an 80 page
important -- if often overlooked -- integrating institutions for our most
study entitled The
recent migrants. After all, countries of origin and destination have shared
Strengths of Hispanic interests in ensuring that immigrants and their children succeed in
Owned Publications building their human capital and achieving socioeconomic mobility," said
The study details through
MPI Senior Vice President Michael Fix, who co-directs MPI's National
interviews and research the 29
key values Hispanic Center on Immigrant Integration Policy.
Publications offer to those
wanting to reach the Latino In many cases, IME's programs fill gaps in the social welfare system and
community. are carried out in collaboration with U.S. school districts, hospitals,
Click Here To Get The universities, foundations and community-based organizations.
FREE 80 Page Study
IME's activities include:

Providing low-cost distance-learning instruction to Mexican

immigrant adults that builds on the instruction they received in
Offering workshops on financial literacy that encourage the use of
banking institutions to build credit histories in the United States and
qualify for home or car loans.
Establishing medical stations located within consular offices
(Ventanillas de Salud) where unauthorized immigrants and their
families can receive basic medical information.
Creating a unique model of binational civic engagement through a
migrant-elected, migrant-led council that focuses on the Mexican
government's policies on Mexicans abroad and develops
Need A leadership within diaspora communities.
Quality Portrait for The report is available at
your business,
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951-677-0017 or email: Seven Reasons to Push for Immigration
Reform this Year
By Gebe Martinez, Marshall Fitz
Center for American Progress

The predictable hand-wringing and back-slapping has begun. In

the wake of Tuesday's victory by Scott Brown in the
Cal State San Bernardino will Massachusetts special election, some Democratic pundits have
host its first Latino Education bemoaned and Republican talkers rejoiced the supposed
and Advocacy Day, or LEAD, demise of President Barack Obama's policy agenda.
conference for educators and
advocates on Monday, March This misguided rush to judgment assumes that all of the
29, 2010. Speakers include
president's policy priorities carry a 60-Democrat threshold. Not
Dolores Huerta, Sylvia Mendez
only is that a dubious assumption for a number of issues, it is
and Juan Sepulveda.
flat wrong when it comes to a comprehensive overhaul of our
Click here for more info.
immigration system.

We have the PERFECT Immigration reform has been, is now, and always will be a
Vehicle for you to reach bipartisan issue. It engenders support from both sides of the
Ad Agencies, Media political aisle because serious lawmakers know that our broken
Buyers, Hispanic Media system continues to get in the way of other pressing priorities,
& Marketing Firms that a practical solution is at hand, and that it is in both parties'
interest to get this issue off the table.

The immigration overhaul that passed the Senate in 2006

garnered 23 Republican votes, and the bill that failed in 2007
had 12 Republican Senators on board. During the 2008
presidential campaign, comprehensive immigration legislation
was the one issue that candidates Obama and John McCain
both agreed needed to be accomplished by the next president.

Politicians on both sides of the aisle who are concerned about

securing the borders and growing our economy will continue to
push for immigration reform this year. Here are seven reasons

The American public wants its leaders to quit playing

politics and to step up and solve tough problems.
The 2010 Hispanic Marketing 101
Immigration reform provides a perfect opportunity to
Yearbook is a 176 page book with deliver.
over 50 articles on Hispanic Support for comprehensive immigration reform is broad,
media, Marketing to Latinos, the deep, and bipartisan. Polls conducted by Benenson
Audiences that make up the Strategy Group in June and December 2009 showed that
Hispanic market, current trends two-thirds of voters supported comprehensive
in media. immigration reform, including 69 percent of Democrats,
40 advertisers are 67 percent of Independents, and 62 percent of
Republicans. And these numbers jump even higher to 87
percent when the proposal is explained-support for
already in - you strengthening the border, cracking down on lawbreaking
should consider employers, and requiring undocumented immigrants to
register, pay taxes, and earn citizenship.
joining them The American public wants realistic solutions on
Call Abraham at immigration. More than two-third of respondents chose
760-434-7474 x171 or email registration over deportation in the Benenson Strategy
Abraham with your needs. Group survey, which is completely consistent with
sustained public opinion research over the last several
years. The survey gave respondents a choice between
deporting undocumented immigrants because they are
"taking jobs" and requiring undocumented immigrants to
become legal taxpayers.
Hispanic Zip Profile USA Fixing our immigration system will promote economic
offers you a totally different
growth and stability. Americans are focused on pulling
way to market to Latinos.
ourselves out of this economic crisis, and measures that
Not merely the number of
distract from that objective will not succeed. Immigration
Latinos in a zip code and a
few basic characteristics, reform, however, will add a cumulative $1.5 trillion to the
but over a thousand pieces GDP over 10 years by lifting the wage floor for all
of GREAT data. For example workers.
target Hispanics by five Voters will not support politicians who fail to deliver on
comprehensive levels of their promises. President Obama and other congressional
language skills with the leaders have vowed to tackle immigration reform this
detailed LPN Spanish Index. year. Politicians who talk a good game during the
Call Kirk at 760-434-1223 campaign season but fail to act when in charge will get
for more information. punished at the polls by low turnout or anti-incumbent
Comprehensive immigration reform is backed by
business, labor, law enforcement, and faith communities
who recognize its importance to keeping our communities
productive and safe, ensuring fairness to workers and
employers, and upholding family and community values.
More than 700 organizations in almost 40 states are
mobilized and will hold their leaders accountable.
Reform cannot wait. A legislative stalemate means a
deteriorating status quo where unscrupulous employers
win, communities live in fear, hard working families
suffer, and Americans taxpayers get short shrift.
The political danger after Tuesday is not that the need for
immigration reform will diminish, but that politicians will
believe the misleading punditry and cower in fear of
tackling other pressing issues. While just saying "no"
might be a convenient political strategy for a few
Need Great Artwork
members of Congress, the vast majority of congressional
For Your Marketing districts are made up of voters who want to see their
leaders confront tough problems with practical solutions.
It is time for our leaders to lead. Voters want results and
Ignacio Gomez has enacting immigration legislation that will enhance our security
created 150+ magazine and boost our economy is a good place to start.
covers; 625+
illustrations for
marketing campaigns;
40+ movie and theater
posters; and hundreds
of other images. Applications Now Being Accepted for the
Lopez Negrete Hispanic Marketing
Education Fund Scholarship
March 1st Deadline for College Students
with Interests in Hispanic Marketing or
Call Ignacio Gomez at
818-243-2838 Lopez Negrete Communications, Inc., the second largest
independent, Hispanic owned and operated, full-service agency
Sign up for Hispanic Marketing
in the country specializing in Hispanic marketing, is
101 podcasts
encouraging students to apply for the company's scholarship
fund. The deadline for all students who wish to apply for the
Lopez Negrete Hispanic Marketing Education Fund scholarship
is March 1, 2010. Links to the scholarship application can be
found at

"We consider the establishment of the Fund an investment in

the youth and an investment in our industry," says Alex López
Negrete, president, CEO and CCO of Lopez Negrete
Communications, Inc. "The availability of a rich and varied
talent pool, bolstered by the winners of the scholarship, can
guarantee that the business of Hispanic marketing remains
The Big Winner
fresh and innovative, while benefiting students facing rising
at the 2008 Tony's is tuition costs."
now slated to be a
movie The Lopez Negrete Hispanic Marketing Education Fund
Scholarship is made available by the American Advertising
Federation-Houston's charitable foundation, the Advertising
Education Foundation of Houston. This is the third year the
scholarship will be awarded to certified junior or senior
students. Students must have selected a major in a marketing-
related field such as advertising, marketing, communications,
Join Our List radio/TV/film production, media studies or marketing research.
Applicants may be Latino or non-Latino, but must be bilingual
and focused on, or with a specific interest in, Hispanic
marketing and advertising.

"The Lopez Negrete's are principal supporters of the local ad

federation and of education," said Jay Hagins, AAF-Houston
President. "We're fortunate to have such a generous
community of businesses in the Houston area, businesses like
Lopez Negrete."

While students may attend eligible institutions in any location,

preference will be given to those attending classes full time at
the University of Houston, University of St. Thomas, Emerson
College, Texas State University or The Florida State University.


Lopez Negrete Communications, Inc. is an independent,
Hispanic owned and operated full-service agency specializing in
Hispanic marketing. Headquartered in Houston, Texas, with a
second office in Los Angeles, Calif., the company's billings for
2009 were estimated at $164 million. Since 1985, Lopez
Negrete has offered a full range of advertising, marketing and
public relations services to industry leaders, including Walmart
Stores, Inc., Bank of America, Microsoft Corporation, Kraft
Foods (Kraft Singles, Kraft Mayonnaise, Ritz Crackers),
MillerCoors (Miller Lite), NBC Universal Motion Pictures Group,
Dr Pepper Snapple Group, Tyson Foods, Guerrero Mexican
Foods, Azteca Milling L.P., Sonic Drive-Ins, Reliant Energy, and
others. With more than 170 employees, Lopez Negrete
Communications, Inc., is a proven leader in providing fully
integrated national Hispanic marketing and communications

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 as
low as $50 and student memberships only $20.



President Obama's 2011 budget calls for important job creation

measures and economic recovery initiatives that Congress
must target toward Latino communities according to NCLR
(National Council of La Raza), the largest national Latino civil
rights and advocacy organization in the United States. The
budget proposal seeks to strike a balance between achieving
fiscal responsibility and supporting important and needed
investments in housing, labor, middle class relief, and health
care. While the budget serves as an important starting point,
Congress must now follow through by making investments in
areas that matter to Latinos and refining proposals to
specifically impact the hardest-hit communities to remedy
damaging economic disparities and spur a strong economic

"NCLR applauds the Obama administration for prioritizing the

needs of vulnerable and middle-class families," said NCLR
President and CEO Janet Murguía. "The budget plan focuses
much-needed attention on jobs and recovery, which is on the
minds of many Latino families. Now it's up to Congress to
ensure that these measures reach Latinos and communities
that were hit hard by the recession."

NCLR urges Congress to approve the following measures:

$88 million for housing counseling and $113 million for

foreclosure counseling to help the 2.3 million Black and
Latino families estimated to lose their homes to
foreclosure in 2009-2012
$250 million to support affordable lending in low-income
communities through targeted support to Community
Development Financial Institutions that will open up
crucial lines of credit to small businesses and nonprofits
struggling in this recession-the largest employers in
Latino communities
$261 million to support job training and encourage states
to improve services, including $85 million for green job
training and $40 million for transitional jobs programs to
help individuals with multiple barriers to employment
$10.6 billion in community college funding over ten years
to launch a new American Graduation Initiative that will
graduate five million more students by 2020, and making
permanent the American Recovery and Reinvestment
Act's increase in the Pell Grant maximum award
$18 million to promote citizenship and expand English
learning tools
11% increase for the Department of Justice's Civil Rights
Division to help implement the new hate crimes law
$12 million to the Department of Labor's Wage and Hour
Division to prevent employers from illegally classifying
employees as independent contractors to avoid paying
them fair wages (see NCLR's report on the state of Latino
workers for more information on this subject)
Increased funding for direct child care programs and
dependent care tax credits; tax deductions for small
businesses to start retirement programs for their
employees and expand the saver's tax credit, thereby
reaching low-income workers; and a hiring payroll tax
credit per employee that would benefit small businesses
and nonprofits.

NCLR also urges Congress to do more to invest in Latinos in the

following areas:

NCLR is disappointed in the proposed $10 million cut to

fair housing programs at a time when predatory lending
and scams are rampant among communities of color.
The administration has developed an education budget
proposal that is closely aligned with their goals for
reauthorizing the Elementary and Secondary Education
Act (ESEA). However, the success of this proposal greatly
depends on the ability of Congress to move quickly to
reauthorize ESEA with the necessary improvements to
secure the success of Latino and English language learner
(ELL) children. Lawmakers must implement targeted
measures to address the needs of young children in light
of the proposed budget cuts that eliminated the Even
Start Program and Parent Centers. Until Congress and
the administration work together to clearly define how
specific programs will meet the needs of Latino and ELL
children, the budget will only be an empty promise for
our nation's future.

For more information, visit



MEDIA ARTS Center San Diego's 17th Annual San Diego Latino
Film Festival is proud to celebrate Mexico's Bicentennial with an
exciting array of Mexican short and feature films. This year's
festival will screen over 40 Mexican films during the March
11-21, 2010 run to take place at UltraStar Mission Valley
Cinemas at Hazard Center (7510 Hazard Center, San Diego, CA

The 2010 San Diego Latino Film Festival will screen such
feature films as ARRANCAME LA VIDA (Daniel Gimenez Cacho),
(Cecilia Suarez), NIKTE (Pedro Armendariz Jr.), PARADAS
CONTINUAS (Silverio Palacios), AMAR A MORIR (Bruno Bichir),
(Diego Luna) and many more.

Additionally, SDLFF 2010 will screen over 20 short films from

Mexico, including a special collection of animated shorts,
INDEPENDENCIA, in celebration of Mexico's Bicentennial.

Founder and Executive Director, Ethan van Thillo, is honored to

screen such a great array of Mexican films at this year's
festival. "Looking at this year's line-up, it shows what great
diversity the Mexican film industry is producing currently. Our
2010 festival will screen award-winning art-house films from
Mexico, popular films with telenovela stars, animation features,
documentaries and even a science-fiction feature this year!"
A complete schedule of Mexican films and screening dates will
be officially announced February 15, 2010 at See confirmed feature films to date
attached to this press release.

FESTIVAL INFORMATION: Media Arts Center San Diego

(MACSD) is a non-profit organization with a mission to nurture
and support media artists working in film, video, audio, and
computer-based multimedia. The San Diego Latino Film Festival
was originally established as a student film festival. Since that
time, the festival has developed into one of the larger and most
well respected Latino film festivals in the country. Over
180,000 people have attended and over 4,000 films/videos
from across Latin America and the United States have been

Celebrating the best in international Latino cinema at the

longest-running Latino Festival in Southern California, San
Diego Latino Film Festival proudly announces its 17th
anniversary edition. The Festival will be held from March 11-21,
2010 at UltraStar Mission Valley Cinemas at Hazard Center
(7510 Hazard Center Dr. San Diego, Ca 92108). Close to
20,000 festival goers will have the opportunity to attend over
150 screenings, meet approximately 100 actors and filmmakers
and attend workshops, live music events, parties and other
exciting events.

Sponsors for San Diego Latino Film Festival '10 include

Academy of Motion Picture Arts & Sciences, San Diego Union-
Tribune, Aeromexico, Bank of America, Enlace, Cox
Communications, Neighborhood House Association, Cine Latino,
Sharp Healthcare, Northwestern Financial, City of San Diego
Commission for Arts & Culture,, MTS, National
Endowment for the Arts, County of San Diego, Nickelodeon,
San Ysidro Health Clinic, Univision KBNT 17, Telemundo 33,
MyTV 13, La Invasora 99.7, Pulsar 107.3 FM, La Poderosa 860
AM, Jack FM 100.7, Azteca America San Diego 15, ABC10,
Blindajes Goldman, El Latino Newspaper, El Mexicano,
University of Phoenix, Latino Public Broadcasting, U.S. Grant
Hotel's The Grant Grill, California State University San Marcos,
Brazil Today, Gente Bien Magazine, Radio Latina 104.5 FM, La
Mejor 99.3 FM, Brazilian Pacific Times, Z90.3 FM, Magic 92.5
FM, EXA 91.7 FM, Centro Cultural Tijuana, TijuaNEO, The SE
San Diego Hotel, San Diego Padres, Advantage Homes,
Consulate General of Mexico in San Diego, Think Blue San
Diego, and Yolanda S. Walther-Meade.
Tickets are $9.50, for general audience, and $7.50 for
Students, Seniors, Military & MEDIA ARTS CENTER SAN DIEGO
Members (ID required). 2010 Film or Festival Passes are also
available. Film Pass is $90, which includes entrance to 11 films,
no waiting in lines and VIP seating and the Festival Pass, which
is $180 and includes OVER 100 programs, no waiting in lines,
VIP seating, 4 workshops, 1 year FREE MEDIA ARTS CENTER
SAN DIEGO Amigo membership, and entrance into all Festival

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Kirk Whisler
Hispanic Marketing 101

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