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executives. This was an inspiring attempt to help sell our market, our consumers and our industry at large. CLICK HERE to view.
The second attempt came from Santa Barbara, Calif.-based Hispanic Business magazine lead by publisher Jesus Echevarria, which produced a special issue focused on the U.S. Hispanic market, the media involved, and the players in the marketing and advertising sector. This segment of Hispanic Business lasted for about a decade.
The third attempt at covering the U.S. Hispanic market came from Advertising Age, which published a monthly half-page section dedicated to the U.S. Hispanic Market. This was done for only six months, due to a lack of advertising support.
Others took notice of the growing U.S. Hispanic market opportunity. In the late 1980s, Broadcasting & Cable/Multichannel News sporadically featured a couple of articles regarding the growth of the market and the media.
THE TRUE START OF THE HISPANIC TRADE JOURNAL
In the early ‘90s, a new entry out of Chicago created and published by Kevin D. Jenkins, a sales representative for Caballero Spanish Media, arrived—Hispanic Media News.
Hispanic Media News was delivered via fax every Monday morning and included the little bits and pieces that could be found on our market and industry. This publication also suffered from a lack of traction and ad support. CLICK HERE to view.
Hispanic Media News was delivered to over 1,000 subscribers via fax every Monday morning.
Hispanic Media News was purchased in the 1990s by Hispanic radio veteran Herb Levin and another longtime Hispanic radio executive, Barrett Alley (then at Spanish-language News/Talk network Radio Unica).
With their acquisition of the newsletter, the name was changed to Hispanic Market Update. Arturo Villar, who had just left his post at VISTA magazine, was named Editor.
Several months later, Villar left Hispanic Market Update. In 1997, he decided to produce his own newsletter, named Hispanic Market Weekly.
Hispanic Market Weekly was delivered via fax each Monday to key executive subscribers. It became the first trade journal in our industry to create a platform that began to generate reader traction and attract advertising revenue. In fact, Hispanic Market Weekly was for a couple of years the only trade journal serving the U.S. Hispanic marketing and advertising world. Other players then arrived, offering readers more news, tools, resources and ROI for advertisers on a daily basis through digital platforms.
Over the years, Hispanic Market Weekly changed its delivery from a weekly fax to a weekly PDF delivered via e-mail, as other newsletters did as technology advanced. A website was launched – HispanicMarketWeekly.com – and the editorial staff was strengthened in the late 2000s with Cynthia Corzo overseeing the news product to better compete with new entrants in the trade journal space.