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By 2009, Hispanic Market Weekly tried bold new platforms including video reports for CMOs hosted by Adam R Jacobson (who joined the team in September 2006), and launched siloed products including “CandidatoUSA,” “CMO Essentials” and “HispanicSportsBusiness.” Today, these digital content platforms are commonly seen and Hispanic Market Weekly was ahead of its time in the trade marketing ecosystem by exploring these content silos.
By 2010, Hispanic Market Weekly experienced a scale-back, as the economic downturn shrunk the newsroom and advertising commitments for the trade journal declined.
In late 2015, HispanicMarketWeekly.com came to an end, with its familiar logo retired. In its place, with Arturo Villar at the helm, came the for-profit HispanicMarketWorks.org. The efforts of this publication mirror much of what had been done at “CandidatoUSA,” with more political coverage than news about the U.S. Hispanic advertising and marketing industry.
OTHERS ENTER THE TRADE SPACE
The music industry had a dedicated publication focused on the U.S. Hispanic market.
In 1989, Alfredo Alonso (of WSKQ-FM “Mega 97.9” in New York) launched and published a tabloid-style magazine called Radio y Musica. An annual conference focused on Latin record labels and the Hispanic radio industry was launched by the trade publication. The publication lasted over a decade, before suffering from a lack of advertising support.
Under the advisement of then-Associate Editor Adam R Jacobson and a team of senior editors at Los Angeles-based Radio & Records (R&R), Radio y Musica was sold in 2000 to R&R. Jackie Madrigal retained her role as editor, with the free-standing publication becoming a dedicated section with the weekly R&R trade newspaper. Madrigal relocated from Washington, DC to L.A. to continue in the role.
Madrigal, with dedicated sales representative Linda Johnson, continued to provide a voice for the Latin music industry in the U.S. until August 2006, when R&R was acquired by Nielsen and merged into Billboard Radio Monitor. The resulting merger resulted in various staff departures and a consolidated publication; R&R published its final issue in June 2009.
Meanwhile, the creative forces in the U.S. Hispanic advertising industry seen in the 1990s paved the way for a publication founded and produced by the Izarra family—Produ.com . This publication targeted creative and production executives in Latin America, Spain and the U.S. Hispanic Market; a weekly U.S. Hispanic-focused section was launched. The majority of Produ’s advertisers are creative production companies and Latin American-focused TV program syndicators.
U.S. Hispanic print and Latin American executives also enjoy a publication called Portada- Online.com, which at first was launched as a hard copy magazine and later changed to a digital delivery system. This entry into the trade journal space sees most of its traffic from Latin America. It has produced several small conferences, mainly focused on Latin America, to maintain its business model, with limited U.S. Hispanic market exposure.
Additionally, the Public Relations industry in the mid-1990s enjoyed a publication titled “on the market with Hispanic PR” edited by Art Garcia on behalf of PRNewswire. The newsletter was delivered via fax to its subscribers. There is very little information on this trade journal, but many in the industry recall that it suffered from lack of advertiser support. CLICK HERE to view.