Dynamic media and marketing pioneer Chiqui Cartagena takes readers beyond the census numbers and showcases key learnings on how to effectively reach Hispanic consumers in her thought-provoking and insightful new book, LATINO BOOM II: Catching The Biggest Demographic Wave Since The Baby Boom (Publ. Date: March 25, 2013; Pages: 274; Price: $27.95; Publisher: Custom Worthy Editions). In the book, Cartagena presents anecdotes, case studies and rich data that tells the story of the Hispanic opportunity, including a deep cultural context that will help marketers win with this growing consumer base.
Drawing upon her deep experience, Cartagena, author of LATINO BOOM! Everything You Need to Know to Grow Your Business in the U.S. Hispanic Market
(Ballantine Books, 2005), picks up where her last book left off and explains in illuminating detail the perils of ignoring the vast opportunities represented by Latino consumers.
Randy Falco, president and CEO of Univision Communications, Inc., writes in the foreword to the book: LATINO BOOM II is a resource every CEO, business leader, and marketer should read. This new edition is a follow-up to [Chiquis] first book and creates a compelling story from all the data that is out there about this community. It also deciphers the biggest trends in the Hispanic community to help you better understand this constantly changing marketplace. LATINO BOOM II will give you the knowledge and tools you need to start growing your business with Latinos and help you capitalize on this once-in-a-lifetime opportunity which is being brought on by the biggest demographic wave since the Baby Boom.
As Cartagena writes, Latinos are the most sought-after opportunity this country has, and yet we are still viewed myopically by many, if not most, Americans. My hope is that this book will help change that.
In a chapter titled How to Capitalize on the Hispanic Opportunity, Cartagena provides powerful examples of how companies in various industries have benefited from a keen understanding of the Hispanic market. Readers will learn, for example, which are the top five auto brands among Latinos and why, and the keys to a top big box retailers success in establishing a strong brand loyalty among Hispanics.
Sure to become the essential guide for businesses seeking to harness the power of our New American Reality, LATINO BOOM II is critical reading for understanding and effectively reaching Hispanic consumers.
ABOUT THE AUTHOR
Chiqui Cartagena is vice president of Corporate Marketing for Univision Communications Inc., the leading media company serving Hispanic America. In her role, she is responsible for developing and implementing corporate marketing strategies, and creating proprietary consumer research.
Cartagena is a Hispanic media and marketing pioneer with over 25 years of experience developing, launching, and leading some of Americas most successful Spanish-language consumer magazines, including People en Español and TV Guide en Español. She has also developed many integrated marketing programs for leading consumer brands to successfully reach the Latino community. Cartagenas career also includes senior roles as a broadcast journalist, having previously worked in the news divisions of Univision and Telemundo.
In 2012, Cartagena received the ADCOLOR® Legend Award in recognition of her tireless efforts in leading the conversation about the Hispanic market. In 2007, the Direct Marketing Association named her the Hispanic Direct Marketing Professional of the Year. Her first book, Latino Boom! Everything You Need to Know to Grow Your Business in the U.S. Hispanic Market was published by Random House (Ballantine Books) in November 2005. She is a member of the National Awards Committee for the National Academy of Television Arts and Sciences and is a graduate of the University of Miami.
LATINO BOOM II
Catching The Biggest Demographic Wave Since The Baby Boom
By Chiqui Cartagena
On Sale Date: March 25, 2013; Price: $27.95; 274 Pages Custom Worthy Editions
About Univision Communications Inc.
Univision Communications Inc. (UCI) is the leading media company serving Hispanic America. Its assets include Univision Network, one of the top five networks in the U.S. regardless of language and the most-watched Spanish-language broadcast television network in the country reaching 96% of U.S. Hispanic households; UniMás, a leading Spanish-language broadcast television network reaching 88% of U.S. Hispanic households; Univision Cable Networks, including Galavisión, the countrys leading Spanish-language cable network, as well as Univision tlnovelas, a 24-hour cable network dedicated to novelas, Univision Deportes Network, a 24-hour cable network dedicated to sports, ForoTV, a 24-hour Spanish-language cable network dedicated to news, and an additional
suite of six cable offerings – De Película, De Película Clásico, Bandamax, Ritmoson, Telehit and Clásico TV; UVideos, the first bilingual digital network serving Hispanic America; Univision Studios, which produces and co-produces reality shows, dramatic series and other programming formats for the Companys platforms; Univision Television Group, which owns and/or operates 62 television stations in major U.S. Hispanic markets and Puerto Rico; Univision Radio, the leading Hispanic radio group which owns and/or operates 69 radio stations in 16 of the top 25 U.S. Hispanic markets and Puerto Rico; Univision Interactive, a network of products and offerings including Univision.com, which continues to be the #1 most-visited Spanish-language website among U.S. online Hispanics, Univision Móvil, a longstanding industry-leader with unique, relevant mobile products and services, and Univision Partner Group, a specialized advertising and publisher network. Headquartered in New York City, UCI has television network operations in Miami and television and radio stations and sales offices in major cities throughout the United States. For more information, please visit Univision.net.