Monthly Archives: November 2010

2011 Trends: Census Highlights Demographic Shifts

E Marketer November 29, 2010

Future growth in the digital population will come from minority audiences

The overall growth of the online population in the US is stagnating, and most future growth will come from increases in minority audiences including Hispanics, blacks, seniors and children.

Hispanics are the fastest-growing segment of the US population, and eMarketer expects the Hispanic online population to grow by nearly 10 million people between 2010 and 2014. Next year, eMarketer forecasts 32.2 million Hispanics, or 62.9% of the US Hispanic population, will be online. The results of the 2010 census could push those estimates up even further.

US Hispanic Internet Users and Penetration , 2009-2014 (millions and % of Hispanic population)

While the bureau has consistently projected strong growth within minority populations through 2050, the new figures for all races may change more than the bureau projected. The census’s open-ended questions on racial and ethnic background—including a write-in answer for filers who did not feel their background could be explained by a single check-box answer—caused much confusion and comment. It is still unclear how respondents identified themselves and their families.

The black internet user population is somewhat smaller but also on the rise. eMarketer forecasts nearly 26 million blacks will go online at least monthly in 2011, for a penetration rate of 66.9%. By 2014, 72.3% of blacks will be online.

Marketers who are beginning to up their budgets as they put the recession behind them will do well to remember that minority groups are only increasing in importance online. Advertisers must remember they make up an ever-greater portion of the audience of all media, but spending on Spanish-language and African-American media is also a must. According to research from the Association of National Advertisers, more than half of US marketers would be increasing multicultural spending on both traditional and newer media.

Change in Marketing Spending on All Multicultural Media vs. Newer Media Platforms According to US Marketers, 2010 (% of respondents)

“These audiences appreciate genuine efforts by marketers to understand them and communicate messages that resonate, which means more than including a demographically diverse cast in a mainstream television commercial or high-gloss magazine ad,” said Lisa E. Phillips, senior analyst at eMarketer. “Brands that ignore the multicultural audience will find themselves ignored by a powerful segment of the population.”

Ad Firms Heed Diversity

The Wall Street Journal,November 28, 2010

As they seek new revenue sources, Madison Avenue firms are beefing up their multicultural offerings, posing a challenge to specialist Hispanic and African-American agencies.

Kirshenbaum Bond Senecal + Partners has hired Sandra Alfaro to lead its newly created multicultural division, dubbed Ramona, which was formed several months ago after its parent company, MDC Partners, folded a multicultural agency into Kirshenbaum.

Coca-ColaCoca-Cola is making a multicultural approach part of all of its major ad campaigns, as marketers spend more to woo minority consumers.HISPANIC

Ms. Alfaro, a former managing partner at the independent Hispanic agency Vidal Partnership, is one of the rash of high-profile multicultural ad experts who have been wooed into joining generalist ad agencies over the past year as those firms look to take advantage of the dollars flowing to multicultural advertising.

Over the past few months, Interpublic Group’s DraftFCB and MDC’s Crispin Porter + Bogusky have both hired several high-ranking executives from multicultural firms. (more…)

Why Your Business Must Embrace the Foreign Language Internet

Business.Com November 15, 2010

Christian Arno is founder of Lingo24, a global translation company specializing in website localization and optimization. Christian has more than nine years experience working with some of the world’s biggest global brands. Additional research and writing by Paul Sawers from Lingo 24.

Asia Globe Image

All signs point toward an increasingly multilingual future for the web. It’s estimated that over a billion people will be using PCs in the so-called BRIC countries alone by 2015, and the opportunity is even greater when you factor more people accessing the web using mobile devices than computers in many emerging markets. It’s time businesses of all sizes embraced the foreign language Internet. (more…)

Japan’s first 3D TV drama series to run from January

The Telegraph, 22 Nov 2010

Japanese television is to broadcast its first 3D drama series will be broadcast on television in January as sales of new technology television sets soar.

Ayako Kawahara

Ayako Kawaharan will star in Japan’s first 3D TV drama series which launches in January on Fuji Television Network

The drama will features as part of Fuji Television Network’s new 3D coverage to be launched in January in a reflection of the increasing popularity of three-dimensional TV sets in Japan.

The new series, a 10-episode airport drama called Tokyo Control, will be aired on a satellite television channel with regular 2D viewing also available on a separate channel.

“3D will give us a more vigorous and realistic impact. I think (viewers) can feel like they are actually in there.” said Ayako Kawahara, an actress playing the lead role in Tokyo Control. (more…)

SETH GODIN’s BLOG. Where do ideas come from? 11/24/10

  1. Ideas don’t come from watching television
  2. Ideas sometimes come from listening to a lecture
  3. Ideas often come while reading a book
  4. Good ideas come from bad ideas, but only if there are enough of them
  5. Ideas hate conference rooms, particularly conference rooms where there is a history of criticism, personal attacks or boredom
  6. Ideas occur when dissimilar universes collide
  7. Ideas often strive to meet expectations. If people expect them to appear, they do
  8. Ideas fear experts, but they adore beginner’s mind. A little awareness is a good thing
  9. Ideas come in spurts, until you get frightened. Willie Nelson wrote three of his biggest hits in one week
  10. Ideas come from trouble
  11. Ideas come from our ego, and they do their best when they’re generous and selfless
  12. Ideas come from nature
  13. Sometimes ideas come from fear (usually in movies) but often they come from confidence
  14. Useful ideas come from being awake, alert enough to actually notice
  15. Though sometimes ideas sneak in when we’re asleep and too numb to be afraid
  16. Ideas come out of the corner of the eye, or in the shower, when we’re not trying
  17. Mediocre ideas enjoy copying what happens to be working right this minute
  18. Bigger ideas leapfrog the mediocre ones
  19. Ideas don’t need a passport, and often cross borders (of all kinds) with impunity
  20. An idea must come from somewhere, because if it merely stays where it is and doesn’t join us here, it’s hidden. And hidden ideas don’t ship, have no influence, no intersection with the market. They die, alone.

Univision’s 5-Year Plan: No. 1 U.S. Network


Hispanic Organization News

Cesar CondeCesar Conde didn’t swat away suggestions that Univision could outperform all competitors in at least one important ratings metric within five years: that it becomes the top-rated network — whether in English, Spanish, or Mandarin — among 18-to-34 viewers. Univision is currently in fifth place, trailing each of the Big Four. But its viewership in the demo is up 12.5% this season by one measure. At Fox, the leader, viewership is down 20.8%. didn’t swat away suggestions that Univision could outperform all competitors in at least one important ratings metric within five years: that it becomes the top-rated network — whether in English, Spanish, or Mandarin — among 18-to-34 viewers. Univision is currently in fifth place, trailing each of the Big Four. But its viewership in the demo is up 12.5% this season by one measure. At Fox, the leader, viewership is down 20.8%.

That’s an auspicious trend — although Conde, president of Univision networks, said Univision’s growth in the next few years is predicated in part on the young Hispanic population. It has to grow and the Spanish-language network’s programming must continue to perform.

“It is feasible for Univision to be the No. 1 network in this country in this key demographic,” he said at an industry event. (more…)

Multicultural Is the New Mainstream

Hispanic PR & Social Media Views 11/22/10

Hispanic-Specialized Agencies Dispute One-Size-Fits-All Marketing Approach

The U.S. population is becoming increasingly diverse, and while statistics aren’t really necessary to confirm the obvious, the soon-to-be-released 2010 U.S. Census figures likely will support the multicultural boom over the past decade.  Last week, national advertisers and marketers convened at a conference to discuss the implications of today’s broad and progressively more complex marketplace.  Identifying “best practices” for communicating with multicultural consumers, some presenters indicated that a singular insight focused on commonalities between cultural segments should drive marketing strategy; however, the voice of Hispanic-specialized agencies, the Association of Hispanic Advertising Agencies (AHAA), disagrees with this one-size-fits-all approach.

“Trying to be all things to all consumers not only waters down the communication but also waters down the results,” says Jessica Pantanini, AHAA chair and COO of Bromley Communications.  “The population is definitely more multicultural but that only reinforces the need for customized, one-to-one communication.  It’s more impactful than mass marketing as evidenced by the obvious success of digital and social interactive media.  The growing diversity of the country requires even more insight and understanding of the cultural and ethnic nuances and differences that drive behavior and purchase, and connect with consumers in a unique way.” (more…)

Guess How Many Hours Of Video Are Uploaded To YouTube Every Minute Nov 12, 2010

image from In March, YouTube said that 24 hours of video being uploaded to YouTube every minute? Now that number has jumped to 35 hours per minute. That breaks out to 2,100 hours uploaded every 60 minutes, or 50,400 hours uploaded to YouTube every day. Another way to think about is that if three of the major US networks were broadcasting 24 hours a day, 7 days a week, 365 days a year for the last 60 years, they still wouldn’t have broadcast as much content as is uploaded to YouTube every 30 days.

Chart: Growth In YouTube Video Uploads

image from

How Twitter & Ping Link For Music Discovery Nov 12, 2010
Ping, iTunes’ image from music social network, and Twitter have linked in ways that enhance and encourage the viral spread of music. Ping users now can link to their Twitter account and find other Ping users among those they already follow on Twitter. When the user posts, likes, reviews or tells why they purchased on Ping,  it will also be tweeted to their Twitter followers including playable song previews and links to purchase from iTunes.

When users click on a Tweet that’s sent via Ping or that contains an iTunes link, they’ll see the song or album in Twitter’s details pane and be abe to to listen to song previews. Last month, Twitter which has 175 million registered users sending 95 million daily, launched an upgrade that gave users the ability to see embedded photos and videos in their details pane

Song previews are only available on Twitter in the 23 countries where the iTunes Store offers music.

Michael Schneider: Why you should pay more attention to mobile than to your website

MidemBlog November 8, 2010

For Mobile Roadie’s CEO, done right, mobile can mean money for music. Here’s how…

Michael Schneider

The web has been a godsend for artists wanting to connect with their fans. First, it was the wild wild west. Then, MySpace came along, and pretty soon, you had to have a MySpace page. Now it’s a Facebook fan page, perhaps with Root Music plugged in. There are various companies out there – SparkArt, Bubbleup, Virb, Ning – that have stepped in and offered “websites in a box” that can be customized to the artist’s liking. (more…)