Page 7 - USH_TradeJournalReview_GB copy

our industry. The contribution of other trade publications such as Produ.com, Portada- Online.com, HispanicPRblog.com and others, the Industry is enjoying full coverage.
The U.S. Hispanic advertising, marketing, media, public relations and research industry has yearned for coverage by mainstream trade journals. Many executives thought they deserved much more coverage and expected mainstream attention. These executives have therefore shunned Hispanic-focused trade journals at times.
Yet, Advertising Age and Adweek have dramatically reduced their coverage of the U.S. Hispanic market in their printed and digital platforms.
With the new “Total Market” movement sweeping the marketing and advertising industries, the uniqueness and the ability to tailor and attribute success in the U.S. Hispanic Market is now being diluted and homogenized under this new movement at the detriment of unsuccessful efforts, incorrect assumptions, politically correct messaging and the need of mainstream agencies to unite budgets from their ethnic counterparts. This has also worked toward presenting a generic approach of Latino consumer advertising and marketing by mainstream trade journals.
Meanwhile, in an era of digital addiction, younger executives believe that news is true if it appears on a social platform. Really?
We in the US Hispanic trade marketing industry have challenges.
Professionals and executives dedicated to making decisions in our industry continue to rely on industry specific publications for news, research and “Thought Leadership.”
Many crave to be part of the mainstream ad world.
Be careful what you hope for: You are marketing yourself out of a job.
We have seen trade journals come and go over the last 30+ years in the U.S. Hispanic advertising, marketing, media, public relations and research trade journal environment.
One thing hasn’t changed. To succeed, you need “El Insight de la Tribu”.
If you need a translation call me.
In the weeks, months and years ahead, we will still be around, even though the favorite flavor of the day is “mainstream” and, for many, the taste is extremely sour or not sweet.
P.S. I enjoyed writing this piece. It allowed me to connect with true pioneers in the U.S. Hispanic Market Industry. I want to thank Kevin D. Jenkins, CRME / EVP of Corporate Sales at KKDA-FM and KRNB-FM in Dallas for his insight into why he developed Hispanic Media Update, Barrett Alley for his insight going forward with Hispanic Market Update, Hispanicize Media Group CEO Manny Ruiz for copies of the Hispanic PR newsletter and Hispanic PR Monitor and Michael Hatherill Group Brand Director at Stagnito Business Information. Additionally, I want to thank Adam R Jacobson, a veteran journalist and Hispanic market and media connoisseur, for his support of our vision of informing our industry executives over the years.