Hispanics still underrepresented in Corporate America

The Hispanic Association for Corporate Responsibility (HACR) to release findings of its Corporate Inclusion Index survey in partnership with the Congressional Hispanic Caucus Corporate America Task Force

Only 6% out of 384 open board positions are held by Hispanics. And of the 1,281 executive and director positions available, Hispanics held only 61 positions.

Only 6% out of 384 open board positions are held by Hispanics. And of the 1,281 executive and director positions available, Hispanics held only 61 positions.

The Hispanic Association for Corporate Responsibility (HACR), one of the most influential advocacy organizations in the nation representing 13 national Hispanic organizations in the United States and Puerto Rico, will release the finding of its 2009 HACR Corporate Inclusion Index survey (CII), Wednesday, December 16th at 11:30 am at the Cannon House Office Building, Room 121, Independence Avenue and 1st Street, SE.

As part of the HACR Corporate Accountability Strategy that was adopted early this year, the CII was conducted to measure all Fortune 100 companies and HACR corporate partners, relative to their Hispanic inclusion strategies within the corporation’s business model. Over the past few years, HACR has been working closely with the Congressional Hispanic Caucus (CHC) Corporate America Task Force on Hispanic inclusion in Corporate America.
“While the Hispanic community continues to make strides in our country, we are still not represented on corporate boards, upper management, and key decision-making positions in the  most successful and largest corporations in the United States,” said HACR Chairman Ignacio Salazar, president and CEO of SER Jobs for Progress, headquartered in Dallas, TX.  “Fortune 100 companies can no longer ignore the largest and fastest-growing ethnic group in the United States because to do so is not only bad business, it is irresponsible.”

The CII survey focused on four key areas that are reflective of the mission of HACR’s corporate responsibility and community reciprocity: employment, procurement, philanthropy, and governance.

HACR’s CII shows that of those surveyed, only 6% out of 384 open board positions are held by Hispanics. And of the 1,281 executive and director positions available, Hispanics held only 61 positions.

In the area of philanthropic giving, the CII revealed that the average corporate giving distributed in 2008 was approximately $68 million – only 2.5% was directed to the Hispanic community.

And finally, the survey also found that there remains a discrepancy in earnings paid to Hispanic and non-Hispanics. On average, Hispanics are earning $12,000 less for a full-time position.

“HACR commends the Fortune 100 and HACR Corporate member companies for participating in the 2009 HACR Corporate Index Survey.” said HACR President and CEO, Carlos Orta “We are confident that those companies that did not participate this year will do so in the future; if for no other reason than to lend credence to their claims of being “leaders” in their respective industries.”

The 2009 HACR Corporate Inclusion Index survey will be available for download on HACR’s website, www.HACR.org, on Wednesday afternoon. The data collected from HACR’s CII survey, was voluntarily submitted by Fortune 100 and HACR corporate member companies.


Teresa Chaurand

816-582-3130 cell

Source: HACR

Inside Hispanic America

by Claudia “Havi” Goffan

Winner of the Publisher’s Multicultural Award Category: Best Multicultural Awareness Article

What is life like in America for Hispanic Americans?  What are their thoughts and concerns about family, employment, education, religion, opportunities, and healthcare?  We asked Claudia Goffan, founder of Target Latino, an Atlanta based marketing and consulting firm specializing in the Hispanic market, to provide “The College World Reporter” readers with her own views from inside Hispanic America. Here is our interview:

Claudia "Havi" Goffan - Hispanic Marketing Expert and CEO of Target Latino

Claudia “Havi” Goffan – Hispanic Marketing Expert and CEO of Target Latino

Q.Could you give us an inside look at Hispanic or Latino life?

A. To fully understand the Hispanic market, you need to analyze it by country of origin, level of acculturation, age, sex, marital status and educational level. Although some generalizations can be made, they have to be understood as such and not as an answer to comprehending the culture.

Let’s talk about some of the generalizations about the Hispanic culture. The very first one that comes to mind is about family being the first priority, the children are celebrated and sheltered and the wife usually fulfills a domestic role. Hispanics have a long Roman Catholic tradition and this usually implies quite a fatalistic outlook where destiny is in the hands of God. Latin American educational system is based on emphasis on the theoretical, memorization and a rigid and very broad curriculum. It follows the French schooling system and it translates into people who are generalists and look at the big picture as opposed to specialists, like in the U.S. Hispanics are highly nationalistic, very proud of long history and traditions.

Hispanics have difficulty separating work and personal relationships and are sensitive to differences of opinion. Hispanics fear loss of face, especially publicly and shun confrontation, where truth is tempered by the need for diplomacy. Title and position are more important than money in the eyes of Hispanic society. Etiquette and manners are seen as a measure of breeding and it follows an “old world” formality. Dress and grooming are status symbols whereas in the U.S. appearance is secondary to performance. The aesthetic side of life is important even at work.

Q. Tell us about the purchasing power of the U.S. Hispanics?

A. According to the University of Georgia’s Selig Center for Economic Growth in 2004 the nation’s largest minority group controlled $686 billion in spending. The community’s purchasing power comprises the world’s ninth biggest economy and it’s larger than the GNP of Brazil, Spain or Mexico. Hispanic purchasing power is projected to reach as much as $1 trillion by next year (2010) being the main drivers of the surge in Hispanic consumer influence the increasing education levels, labor force composition, household characteristics and accumulation of wealth. The fastest-growing occupational categories for Hispanics are higher paying managerial and professional jobs.

Q. What about Hispanics’ Healthcare Access?

A. I will quote a new analysis by the Pew Hispanic Center that indicates that six-in-ten Hispanic adults living in the United States who are neither citizens nor legal permanent residents lack health insurance. According to this same study, the share of uninsured among this group (60%) is much higher than the share of uninsured among Latino adults who are legal permanent residents or citizens (28%), or among the adult population of the United States (17%). Hispanic adults who are neither citizens nor legal permanent residents tend to be younger and healthier than the adult U.S. population and are less likely than other groups to have a regular health care provider. Just 57% say there is a place they usually go when they are sick or need advice about their health, compared with 76% of Latino adults who are citizens or legal permanent residents and 83% of the adult U.S. population.

Overall, four-in-ten (41%) non-citizen, non-legal permanent resident Hispanics state that their usual provider is a community clinic or health center. These centers are designed primarily as “safety nets” for vulnerable populations and are funded by a variety of sources, including the federal government, state governments and private foundations, as well as reimbursements from patients, based upon a sliding scale (U.S. Department of Health and Human Services, 2008).

Six out of 10 Hispanics are U.S.-born - Inside Hispanic America

Six out of 10 Hispanics are U.S.-born – Inside Hispanic America

The study also reports that some 37% of Latino adults who are neither citizens nor legal permanent residents have no usual health care provider. More than one-fourth (28%) of the people in this group indicate that financial limitations prevent them from having a usual provider – 17% report that their lack of insurance is the primary reason, while 12% cite high medical costs in general. However, a majority (56%) say they do not have a usual provider because they simply do not need one. An additional 5% state that difficulty in navigating the U.S. health care system prevents them from having a usual provider. According to Pew Hispanic Center estimates, 11.9 million undocumented immigrants were living in the U.S. in 2008. Three-quarters (76%) of these undocumented immigrants were Latinos.

Regarding health status, the study reports that the Latino population in the U.S. is relatively young, and Latino adults who are neither citizens nor legal permanent residents are younger still. Some 43% of adult Latinos who are not citizens or legal permanent residents are younger than age 30, compared with 27% of Hispanic adults who are citizens or legal permanent residents and 22% of the adult U.S. population.  The youthfulness of this population contributes to its relative healthiness.

About the Hispanic experiences in the Health Care System, the Pew reports that three-fourths (76%) of Latino adults who are neither citizens nor legal permanent residents report that the quality of medical care they received in the past year was excellent or good. This is similar to the proportion of adult Latino citizens and legal permanent residents (78%) who express satisfaction with their recent health care. However, when asked a separate question – whether they had received any poor medical treatment in the past five years – adult Latinos who are neither citizens nor legal permanent residents are less likely (16%) to report any problems than are Latinos who are citizens or legal permanent residents (24%).

Among those Latinos who are neither citizens nor legal permanent residents who report receiving poor medical treatment in the past five years, a plurality (46%) state that they believed their accent or the way they spoke English contributed to that poor care. A similar share (43%) believed that their inability to pay for care contributed to their poor treatment. More than one-third (37%) felt that their race or ethnicity played a part in their poor care, and one-fourth (25%) attributed the unsatisfactory treatment to something in their medical history.

Q. What is the difference in viewpoint between young Hispanics or Latinos born and raised in the United States, and their older parents or grandparents who migrated to the U.S. from other countries?

A. The one difference that applies to all Latinos existent between non and semi-acculturated Hispanics and fully-acculturated or U.S. born Hispanics (young or old) is that whereas the non and semi-acculturated Latinos are trying to learn how to navigate the American culture, the U.S. born Hispanics or fully-acculturated know how to navigate the American culture and “learn” to navigate the Hispanic one from their family.

Q. Who are people on the rise in the Hispanic or Latino community that may become corporate leaders, or the next Sonia Sotomayor?

A. There are many Hispanics on the rise in every walk of life in the United States. Some people may not even notice of their Hispanic background because it usually comes to light when there are political issues at stake. For example, a currently retired doctor that was the Director of Cardiology of the St. Joseph’s Hospital in Atlanta was originally from Argentina. The creative that many years ago came up with the successful campaign for a drug that put the country to sleep is a Nuyorican (Puerto Rican born in New York).

Regarding known Latinos on the rise, you may want to keep an eye on Christine Arguello, Judge, U.S. District Court, Colorado; Emiliano Calemzuk, President, Fox Television Studios; Ignacia Moreno, Counsel, Corporate Environmental Programs, General Electric Company; Esther Salas, U.S. Magistrate Judge, District of New Jersey; Thomas Saenz, President and General Counsel, Mexican American Legal Defense and Educational Fund (MALDEF); Hilda Solis, Secretary of Labor; Rosa Gumatatotao Rios, United States Treasurer; Elena Rios, President & CEO, National Hispanic Medical Foundation; Enrique Conterno; President, Eli Lilly, USA and Edward Chavez, Justice, the State of New Mexico Supreme Court, among many others.

Q. What should everyone know about Hispanics or Latinos?

A. The first thing that comes to mind is the very little known fact that 6 out of 10 Latinos are U.S. born.  The second one is that the younger the generation, the higher the percentage of Hispanics in it. It is imperative to understand the new U.S. demographics when developing business strategies, city planning, new products, etc.

About Claudia Goffan: Recognized as an expert in Latino Marketing by CNN en Español, Claudia has been featured in Adweek, Hispanic Business, Univision, Telemundo and other national and international media.

A native from Buenos Aires, Argentina, Claudia has been very influential in the Hispanic markets in the U.S. and Latin America – both from a business and a community standpoint – always with outstanding results. Claudia has contributed to companies such as, The Occasions Group, The Taylor Corporation, El Banco de Nuestra Comunidad (A division of SunTrust Bank), XEROX, AT&T, BellSouth, Citibank, Papa John’s, Liberty Mutual, British Telecom, Gold’s Gym, Sherwin Williams, and Verizon, among others.

A motivator, strategic and hands-on, innovative, creative and resourceful. It has been said that her humor and presence immediately captivate audiences. She has an MBA from the University of Buenos Aires, Argentina and from the University of California, Los Angeles (UCLA), and more than 20 years specializing in Marketing and Strategic Planning both internationally and domestically. She is bilingual and bicultural in English and Spanish and fluent in Portuguese, French, and Italian.

About Target Latino: Target Latino was founded in 2003, with a vision unparalleled at the time – to show American companies the importance of the U.S. Hispanic market – not by preaching but by acting. Target Latino is a marketing consulting firm specializing in the Hispanic market and inbound strategies.  Target Latino has a long standing experience of driving results in tough economic times.  Target Latino is minority owned, and a percentage of its proceeds go to different charity causes.

So true. Great Quotes

Great quote

Latinos Online, 2006-2008: Narrowing the Gap

From 2006 to 2008, internet use among Latino adults rose by 10 percentage points, from 54% to 64%.  In comparison, the rates for whites rose four percentage points, and the rates for blacks rose only two percentage points during that time period.  Though Latinos continue to lag behind whites, the gap in internet use has shrunk considerably.

For Latinos, the increase in internet use has been fueled in large part by increases in internet use among groups that have typically had very low rates of internet use.  In particular, foreign-born Latinos, Latinos with less than a high school education, and Latinos with household incomes of less than $30,000 experienced particularly large increases in internet use.

Whereas Latinos gained markedly in overall internet use, the pattern of home internet access changed very little.  In 2006, 79% of Latinos online that had internet access at home, while in 2008, this number was 81%.  White and black internet users show a similar leveling off.  In 2006, 92% of white internet users had a home connection, compared with 94% in 2008. In 2006, 84% of African American internet users had a home connection, compared with 87% in 2008.

While there was little increase in the likelihood of having a home connection among internet users from 2006 to 2008, rates of broadband connection increased dramatically for Hispanics, as well as for whites and blacks.  In 2006, 63% of Hispanics with home internet access had a broadband connection; in 2008 this number was 76%.  For whites, there was a 17 percentage point increase in broadband connection from 65% to 82%, and for blacks, the increase was from 63% in 2006 to 78% in 2008.

These results are derived from a compilation of eight landline telephone surveys conducted by the Pew Hispanic Center and the Pew Internet & American Life Project from February to October 2006, and from August to December 2008.  In total, the Pew Hispanic Center surveys included 7,554 adults, and the Pew Internet & American Life Project surveys interviewed 13,687 adults.

Source: Gretchen Livingston, Senior Researcher, Pew Hispanic Center
Kim Parker, Senior Researcher, Pew Social & Demographic Trends Project
Susannah Fox, Associate Director, Pew Internet & American Life Project

SABEResPODER & Best Buy Promote Informed Shopping Decisions

The initiative aims at educating the Latino community on how best to take advantage of the technology at their reach.

Best Buy unites with SABEResPODER to educate the Hispanic community about how to get the most out of the latest technology and understand their rights as consumers.

Various studies show that Latinos purchase more televisions, digital cameras, cell phones, and computers than the average population. However, Raul P. Lomeli-Azoubel, Executive Chairman for SABEResPODER, said that, “the statistics also reveal a different reality: the technological advances, that serve to make our lives easier, are not being used to their full potential.”

For this reason, SABEResPODER, with Best Buy’s support, has published an educational guide about “New Technologies” with the main objective of sharing vital information, so that consumers can learn more about their options.

The educational campaign also includes an informative video on the subject and workshops that will be offered to community groups. The goal of the initiative is to promote smarter, more informed, consumer electronic shopping, and help the community purchase products that actually meet their specific needs.

“Our knowledgeable, non-commission sales specialists are trained specifically to help our customers find the right product solution to best fit their individual needs,” says Marco Orozco from Best Buy. “We believe our sales specialists’ primary role is to listen to the needs of our customers and then inform and educate them on their product options.”

The initiative was presented during a community event at the Mexican Consulate in Los Angeles, where Consul General Juan Marcos Gutierrez congratulated SABEResPODER for this campaign focused on educating the community and empowering them to make informed purchasing decisions. The Consul General also made the following recommendation to the audience: “remember to first educate yourself on your options in order to avoid mistakes that are caused by impulse shopping.”

The recurring theme at the event was for consumers to make informed purchases to ensure that technology delivers on its promises; and to learn how technology can improve the quality of life in a digital world.
About SABEResPODER, Inc.

SABEResPODER provides corporations, agencies and non-profit entities with powerful and exclusive educational media solutions for gaining incremental customers while assisting Spanish-dominant consumers to become more informed, confident and active consumers and participants in American society. SABEResPODER is a targeted Spanish-language multimedia network reaching Spanish dominant consumers at a key transition point when they are actively pursuing resources to further establish their lives in the United States. For more information about SABEResPODER, visit www.saberespoder.com.

About Best Buy Co., Inc.

With operations in the United States, Canada, Europe, China and Mexico, Best Buy is a multinational retailer of technology and entertainment products and services with a commitment to growth and innovation. Approximately 155,000 employees apply their talents to help bring the benefits of these brands to life for customers through retail locations, multiple call centers and Web sites, in-home solutions, product delivery and activities in our communities. Community partnership is central to the way we do business at Best Buy. In fiscal 2009, Best Buy donated a combined $33.4 million to improve the vitality of the communities where their employees and customers live and work. For more information about Best Buy, visit www.bestbuy.com


Latinas with Lactose Intolerance Go The Natural Way

A recent study by the LACTAID® Brand found that 77 percent of Latinas with lactose intolerance reduce or limit the amount of dairy in their diet. This is concerning given that the calcium and vitamin D found in milk and dairy products play an important role in living a healthy lifestyle. With the holiday season fast approaching, it is likely that many favorite dishes will include dairy. Luckily, there is a way to manage your lactose intolerance and make milk and dairy products a daily, dietary habit – particularly during the holiday season.

Here are some tips for creating a healthy, calcium-rich diet:

  • Include dark leafy greens such as kale and mustard, collard, broccoli and turnip greens or beans into your favorite, traditional dishes. These foods are not only good sources of calcium, but also low in fat.
  • To boost your calcium intake, use canned fish such as salmon, in festive salads or pastas.
  • The same nutrients found in “regular” dairy products are also found in lactose-free products. Try lactose-free LACTAID® Milk, which is real milk, and rich in calcium and vitamin D when preparing favorite holiday desserts such as Christmas Custard or Flan de Leche.

Visit www.lactaidenespanol.com to learn more about lactose intolerance, access recipes for traditional, holiday dishes and get more information about LACTAID® Milk and Dairy Products. Also, to access a recent webinar presentation about the topic featuring comedian and actress Angelica Vale as well as Sylvia, visit http://www.videonewswire.com/event.asp?id=61635.

About Sylvia:

Sylvia Melendez-Klinger is a registered dietitian and certified personal trainer as well as founder of Hispanic Food Communications, a culinary consulting company. Mrs. Klinger has an extensive public health nutrition background having conducted research at Northwestern University Medical School in Chicago and the University of California Irvine Medical Center and serving as supervising nutritionist for the Women, Infants and Children (WIC) supplemental feeding program. Mrs. Klinger is a member of the American Dietetic Association, Illinois Dietetic Association and Latino Hispanic Dietetic Association network group (LAHIDAN).

Breaking Through the Mammography Controversy

Individualized Decision Between Woman and Her Provider is the Best Choice for Screening

Breaking Through the Mammography Controversy

Breaking Through the Mammography Controversy

“The controversy around mammography emphasizes that the best decision on screening is made by a woman and her health care provider. Balancing a woman’s individual medical history, risks, and concern level about breast cancer is a decision at the individual level using guidelines as a guide and not as something fixed in concrete,” said Dr. Jane L. Delgado, President and CEO of the National Alliance for Hispanic Health, the nation’s leading Hispanic health advocacy group. “As a woman I want to make the decision about screening with my health care provider. Secretary Sebelius has offered assurance to the American people that she would work to ensure that such choice would not be limited by health insurance coverage policy.”
Dr. Delgado encouraged women to, “Talk to your health care provider about the risks of false positives that result from regular screening and radiation risks associated with screening and how to balance that with the benefits that mammography offers, particularly for women with higher risks for breast cancer.” According to Dr. Delgado, “The U.S. Preventive Services Task Force has provided us with the best in available science, but the best decision will always be made by you and your health care provider. The Alliance is dedicated to ensuring that you will always have that choice.”

For women without access to a regular health care provider, the Alliance’s toll-free and bilingual Su Familia National Hispanic Family Health Helpline (1-866-SU-FAMILIA or 1-866-783-2645) is available to offer referral to low-cost and no-cost health services in a caller’s area. The service is available 9am to 6pm eastern standard time, Monday through Friday.

About the National Alliance for Hispanic Health

The National Alliance for Hispanic Health is the nation’s foremost science-based source of information and trusted advocate for the health of Hispanics in the United States. The Alliance represents thousands of Hispanic health providers across the nation providing services to more than 15 million each year, making a daily difference in the lives of Hispanic communities and families. For more information, call the Alliance’s Su Familia National Hispanic Family Health Helpline at 1-866-783-2645 or visit www.hispanichealth.org.

SOURCE National Alliance for Hispanic Health

Health Disparities Pose High Cost for American Economy

Researchers commissioned by the Joint Center for Political and Economic Studies released a report Thursday, calculating the combined costs of health inequalities and premature death in the nation to be $1.24 trillion between 2003 and 2006. During that time, minorities spent nearly $230 billion in excess medical care costs. The Joint Center is a Washington, D.C.-based think tank that focuses on the concerns of African-Americans and communities of color.

“There is no question that reducing the health disparities can save incredible amounts of money — more importantly it can save lives,” said U.S. Health and Human Services Secretary Kathleen Sebelius, adding that reducing health disparities is high on her administration’s agenda. “There’s no single explanation for the disparities outlined in today’s report. And there’s no single solution either. But we know that the two biggest contributors to these disparities are a lack of access to insurance and a lack of access to care.”

Health Disparities Pose High Cost for American Economy, Researchers Say

Health Disparities Pose High Cost for American Economy, Researchers Say

Researchers from Johns Hopkins University, George Washington University and the University of Maryland conducted the report.

“We divided the (study) sample into groups and then we asked which ethnic group has the best health status, sometimes it was Whites or some other group,” said Dr. Thomas LaVeist of Johns Hopkins University, one of three report authors, “We consider it to be a disparity if other groups weren’t doing as well in a category.”

Citizens of color are disproportionately burdened by disease yet have limited access to health services, resulting in excessive medical expenditures and lost potential productivity, said Dr. Brian Smedley, vice president and director of the Health Policy Institute at the Joint Center.

Of the total excess direct medical cost of health disparities, African-American expenditures accounted for more than 59 percent, while 35.7 percent and 5 percent are attributable to Hispanics and Asian-Americans respectively. Overall, minorities require more care to maintain their health and since more than half of the uninsured are people of color, the costs are higher for everything from emergency room visits to prescription drugs, according to the study.

Using government vitality and conservative medical cost statistics from the World Health Organization, researchers measured worker productivity, absenteeism and in case of death, forgone wages and lost tax revenue among other things to estimate how much the economy lost due to disparities. They then adjusted the results to the 2008 inflation rates.

Without primary care or other adequate health resources, minorities often defer treatment or forgo preventive care until it’s too late, experts say.

“We are using emergency rooms and services to try and access health care inefficiently and expensively—and often dangerously because people are sicker when they access those services,” Sebelius said.

African-Americans are more likely to die from conditions like heart disease, breast cancer, and strokes as compared with non-Hispanic White men. Hispanics are less likely to develop some diseases — like prostate cancer — but they die more often from them, according to statistics from the government’s Office of Minority Health.

LaVeist said chronic conditions are more prevalent in minority communities because of their location. Fewer supermarkets and healthy food options, as well as environmental hazards, are barriers to wellness.

“If I could suggest one thing that would have the greatest impact, it would be to offer high quality education to every child,” LaVeist said. “That would do more than anything we can do in the healthcare system.”

Drexel University’s Dr. Dennis Andrulis outlined areas where health reform proposals succeed and fail to address disparities. The expansion of Medicare eligibility standards will provide more affordable access while bills that eliminate bi-lingual and other language service programs will limit it.

“Accessibility, affordability and accountability, those are the three A’s of this discussion,” Clyburn said.

10.05% of Hispanic Americans consider themselves lactose intolerant
Breaking Through the Mammography Controversy
Health Disparities Pose High Cost for American Economy, Researchers Say
Kids with Cancer
Hispanic Children In U.S. At Greater Risk For Obesity Than Other Ethnic/Racial Groups

Source: Arelis Hernandez

Mega News 1st and Only Interactive News in Hispanic TV

Mega News ‘Edicion Nocturna’ 1st and Only Interactive News in Hispanic Television’

What: Mega TV is proud to be the first and only Hispanic broadcaster to have a news show that gives the community and audience a voice in its content and reporting. “Edicion Nocturna,” airs on Mega News and uses the Internet and new media platforms like Facebook, Twitter, and Skype to give audiences the opportunity to report live and be a part of the news.

How: Hosted by journalist Fernando Del Rincon, one of the most respected political analysts in Mexico and the United States, Mega News “Edicion Nocturna” uses Skype, a free Internet service, to allow the audience to participate via Webcam from anywhere around the world. Twitter and Facebook also play an important role in the way the audience can interact live with the news. Host Del Rincon reads the public’s Tweets on the show as they are submitted.

Several audience interactions have already been successful. A Facebook user recently commented on the controversy of the video of child actors in Puerto Rico who were playing with weapons on Factor Del Rincon News’ Facebook page, essentially turning this viewer into a Web news reporter. The video caused a legal investigation by the island’s Government because they did not know if the weapons were real. Additionally, through the use of Skype, viewers spoke about the Maras and their possible relationship as role models that the children actors in Puerto Rico follow.

“This is a stepping stone for future generations of the media. I feel proud to be a pioneer and a channel of the people’s voice,” said journalist and TV host Fernando Del Rincon.

When: Every Monday through Friday at 10:30 P.M. ET / 7:30 P.M. PT, and 11:30 P.M. in Puerto Rico.

Where: Mega TV Channel 22, Channel 57 in West Palm Beach, Channel 32 in Las Vegas, Channel 169 on DirecTV in Puerto Rico, Channel 30 in Puerto Rico, Channel 38.2 in Orlando, Channel 36.2 in Tampa, Florida, Channel 40.2 in Charleston, Channel 19.2 in Palm Springs, CA, and Channel 405 on DirecTV Mas in the main cities of the United States.


SOURCE Spanish Broadcasting System

Hispanics Tune in and Help Raise More Than $633,000 for Kids With Cancer During 2nd Annual Promesa & Esperanza Radiothon Benefiting St. Jude

Hispanic radio listeners in more than a dozen cities tuned in to help fight against childhood cancer, raising more than $633,000 in cash and pledges during the 2nd annual ‘Promesa y Esperanza’ (Promise and Hope) radiothon to benefit St. Jude Children’s Research Hospital(R). The two-day radiothon took place October 8 – 9 in Philadelphia, Charlotte, New Orleans, Providence, Norfolk, Durham, Nashville, Minneapolis, Kansas City, Louisville, Richmond and Springfield, Mass. Thousands of callers pledged their support for kids with cancer and other catastrophic diseases at St. Jude, one of the world’s premier pediatric cancer research centers.

Hispanics Tune in and Help Raise More Than $633,000 for Kids With Cancer During 2nd Annual Promesa & Esperanza Radiothon Benefiting St. Jude

Hispanics Tune in and Help Raise More Than $633,000 for Kids With Cancer During 2nd Annual Promesa & Esperanza Radiothon Benefiting St. Jude

Stations owned by Golden Door and Davidson Media Group (DMG) and its partner radio stations dedicated more than 30 hours of programming to further the mission of St. Jude by encouraging their listeners to pledge just $20 a month as anAngel de Esperanza (Angel of Hope). These donations help St. Jude maintain its promise that no child is ever denied treatment because of a family’s inability to pay. Since opening in 1962, St. Jude has treated children from all 50 states and around the world.

The hospital’s International Outreach Program (IOP) freely shares medical advancements achieved in the treatment of childhood cancer in developed countries to those with limited resources. As of June 2009, the St. Jude IOP program has partner clinics in 15 countries in Latin America and around the world, including Mexico, Guatemala, Honduras, El Salvador, Costa Rica, Venezuela, Ecuador, Chile and Brazil.

“This year’s radiothon was truly a great success and we are so proud to partner with St. Jude to help ensure that these sick children will have a fighting chance to live healthy and happy lives,” said Felix L. Perez, President and CEO of Davidson Media Group. Davidson Media Group owns 37 Radio stations in 19 different markets throughout the U.S.

Listeners had the opportunity to hear stories of survival from Hispanic children who are currently undergoing treatment, such as 3 year-old St. Jude patient Victor who was diagnosed with leukemia. At St. Jude, Victor received medical treatment at no costs to his family thanks to the generous donations from the community.

“Everyone at St. Jude is grateful for the generosity shown by the Hispanic community for our patients and their families,” said Richard C. Shadyac Jr., CEO of ALSAC, the fundraising organization of St. Jude. “It is heartwarming to see such an enthusiastic response during the Promesa y Esperanza radiothon, and we are inspired by the radio partners and donors who have embraced our lifesaving mission of finding cures and saving children.”

About St. Jude:

St. Jude Children’s Research Hospital is internationally recognized for its pioneering work in finding cures and saving children with cancer and other catastrophic diseases. St. Jude is the first and only pediatric cancer center to be designated as a Comprehensive Cancer Center by the National Cancer Institute. Founded by late entertainer Danny Thomas and based in Memphis, Tenn., St. Jude freely shares its discoveries with scientific and medical communities around the world. St. Jude is the only pediatric cancer research center where families never pay for treatment not covered by insurance. No child is ever denied treatment because of the family’s inability to pay. St. Jude is financially supported by ALSAC, its fundraising organization. For more information, please visit www.stjude.org.

Source: St. Jude Children’s Research Hospital

Main image: The Children’s Neuroblastoma Cancer Foundation

Understanding Latino Boomers

Understanding Latino Boomers

Understanding Latino Boomers

Focalyst, a reseach firm specialized in seniors and boomers, presented the results of a new study that provides valuable insights on one of the most complex segments of the U.S. Hispanic population: seniors

Latino Boomers (those born between 1946 and 1964) represent approximately 10% of the U.S. Boomer segment – over 7 million consumers – but cannot be segmented by language alone, a Focalyst study concludes.

“Marketers need to look beyond language and understand the demographic, attitudinal and behavioral differences within the Latino Boomer market in order to reach this target,” said Jack Lett, executive director of Focalyst.

Two in three Hispanic Boomers are “more acculturated,” considered either “Bicultural” or “Acculturated” :

•Bicultural Hispanics – 24% of Latino Boomers – are US-born or foreign-born and have lived many years in the US; they are bilingual and consume both English and Spanish media; they identify with aspects of both cultures.

•Acculturated Hispanics – 41% – are US-born and English-dominant; they consume English media; and they identify strongly with American culture, but still keep ties with their Hispanic culture.

•Unacculturated Hispanics – 35% – are foreign-born and speak Spanish in the home; they consume more Spanish than non-Spanish media; and they identify strongly with their native culture.

Understanding Latino Boomers: Demographic Profile

The study found that Bicultural Hispanic Boomers…

•Earn 23% less income on average than General Market Boomers ($56,607 compared with $73,921) – though they are equally likely to be employed (77%).

•Are slightly more likely to be married or partnered (75%) than both Acculturated (64%) and General Market Boomers (69%).

•Are less likely to be college educated – 55% of them have a college education, compared with 69% of Acculturated Boomers and 73% of General Market Boomers.

Understanding Latino Boomers: Family

Hispanic Boomers live in larger households (3.3 people per household vs. 2.9 for the General Market), often made up of younger children, adult children, or older relatives. Bicultural households have the largest household composition (3.6 people):

In addition…

•Acculturated Boomers are the most likely to be a caregiver for a family member, with 14% recently taking on this role.

•Besides supporting larger households, one in four Latino Boomers are providing substantial financial support to someone outside of their homes.

Understanding Latino Boomers: Future Plans

Acculturated Latino Boomers are more likely to aspire to continue their education (28%), whereas Bicultural Hispanics have more entrepreneurial desires – 32% said they want to start a new business, compared with 17% of General Market Boomers:

More findings:

•More than half (51%) of Bicultural Latino Boomers said it is important that their family think they are doing well

•86% of Bicultural Hispanic Boomers agreed that they have been fortunate in life, and 80% said they have accomplished a great deal – more so than General Market (77%) and Acculturated (76%) Boomers.

When it comes to a kid's television-viewing habits, the mom's language can matter.
Six out of 10 Hispanics are U.S.-born
word of mouth offline

Source: Marketing Charts