Advertising on Hispanic Websites Triples
SANTA BARBARA, Calif.--Hispanic PR Wire reports that major advertisers expect to spend $132 million in online advertising targeted to U.S. Hispanics this year, up 32 percent from last year, according to the "2006 Media Markets" report in the December issue of Hispanic Business magazine. The trend of increased online advertising has been driven mainly by tech-savvy Hispanic youths who are increasingly turning to the Internet as a platform to meet friends, listen to music and catch up on sports. While the majority of Hispanic advertising dollars still go to television, the Internet is enabling advertisers to more distinctively target specific groups within the U.S. Hispanic population, from acculturated Hispanic youth on MySpace or YouTube to first-generation, Spanish-dominant immigrants reading online newspapers from their home country.
"One of our most significant shifts in the past six months has been one-on-one marketing, which seeks to engage consumers with the product and enhance their experience of the brand," says Cindy Knight, Toyota marketing communications manager. "This is something TV cannot do."
Language has become an increasingly complex component of Hispanic online advertising. Time Warner's AOL Latino, a major Spanish-language website, used to just target countries such as Argentina, Mexico and Brazil.
"We started waking up to the reality that we have to speak to all Latinos and that a large percentage of this online Latino audience is bilingual or speaks English," states Peter Blacker, who worked on the original business plan for AOL Latino. Major advertisers are getting the message and using the Internet to target bilingual American Hispanic youth.
The "2006 Media Markets" report also includes a variety of lists, including the 2006 Hispanic Business Top 20 Independent Hispanic Advertising Agencies, the Top 50 Advertisers in the Hispanic Market and the Top 50 Advertised Brands in the Hispanic Market.
Unemployment Plays Small Role in Spurring Mexican Migration to U.S.
WASHINGTON, D.C.--The vast majority of undocumented migrants from Mexico were gainfully employed before they left for the United States, according to a Pew Hispanic Center report. The report suggests that failure to find work at home does not seem to be the primary reason that the estimated 6.3 million undocumented migrants from Mexico have come to the U.S.
Once they arrive and pass through a relatively brief period of transition and adjustment, migrants have little trouble finding work, according to the study. Family and social networks play a significant role in this; large shares of migrants report talking to people they know in the U.S. about job opportunities and living with relatives after arrival. They easily make transitions into new jobs, even though most find themselves working in industries that are new to them. Also, many are paid at minimum-wage levels or below, and it is not uncommon for these workers to experience relatively long spells of unemployment.
The study also found that immigration status has little impact on the likelihood of unemployment in the U.S. Respondents who reported that they have a U.S. government-issued ID had the same employment experiences as those who do not have any documents, making them eligible for legal employment.
