April Edition of Adweek’s Marketing y Medios Released Today

“The new Marketing y Medios Special Report, out now in select issues of Adweek, Brandweek and Mediaweek, features the accelerated use of integrated product placement or branded entertainment on Hispanic-focused media outlets, a trend commonly seen among general-market media companies.

Hispanic TV, radio and the Internet are actively pursuing this area of business, as are Hispanic agencies such as Houston-based Lopez Negrete Communications, Chicago-based Tapestry and New York-based The Vidal Partnership.

Recent examples include: JCPenny’s first product placement makeover segment on MTV Tr3s in mid-March; the Wal-Mart-sponsored branded entertainment RBD concert in Houston, in partnership with EMI Televisa Music and Univision; the Chevy Concert Series on LATV; Verizon Wireless’ use of branded space on AOL Latino’s “Top 11” countdown show; and the Nissan-sponsored El Reto Final series on Fox Sports en Español, which is enjoying its second year of successful co-branding.

MyM also covers Heineken Premium Light’s new Hispanic campaign. The first spot from the “Descubre lo Delicioso” (Discover Deliciousness) campaign, created by The Vidal Partnership, was released on March 15 on all major Hispanic networks and features Mexican model Elsa Benitez and her Latina friends living in a “delicious” world where Heineken Premium Light is produced.

The beer importer also launched Spanish-language site www.heinekenlight.com/espanol, partnering with www.Univision.com, www.terra.com and www.batanga.com. The Billboard Latin Music Awards and Latin Grammys will bear the Heineken Premium Light label and a unique branded event with Azteca América is planned for this summer.

Capitalizing on its exclusive resources, including Hispanic market intelligence from Nielsen Media Research, MyM profiles Los Angeles, the nation’s largest Hispanic DMA. Staying competitive in this market, with 22 Spanish-language radio stations, 17 audited weekly and daily newspapers and eight TV stations and a Hispanic population that is 45 percent Spanish-dominant, requires a niche product, a targeted audience and a local emphasis.

The critical business source for senior-level executives seeking to reach the $900 billion Hispanic market, MyM has expanded its circulation to key general-market targets through monthly distribution as a Special Report to 24,000+ Adweek, Brandweek and Mediaweek readers.

This greatly expanded distribution delivers the top 500 advertising agencies in the U.S.; the 100 largest advertisers in the U.S.; marketers at the top 2,000 U.S. brands; all general-market media buying agencies; as well as the top 100 Hispanic advertisers and the top 50 Hispanic ad agencies.

For more information on Marketing y Medios, contact Wright Ferguson, Jr. at 646-654-5105. To subscribe to the Adweek Magazines carrying MyM, contact Andrea Szabo at 646-654-5889.

Adweek’s Marketing y Medios is an English-language Special Report, appearing monthly in Adweek, Brandweek and Mediaweek magazines, that explores the unique challenges encountered by marketers and media serving the U.S. Hispanic population. Since launching in print and online in September 2004, the publication has inaugurated benchmark awards, including MyM’s Hispanic Agency of the Year, Hispanic Best Spots, Hispanic Media All-Stars and Hispanic Marketers of the Year. Key industry events include Voz Latina (produced in partnership with the Billboard Latin Music Awards) and Hispanic Retail 360. Marketing y Medios was a 2005 Best Start-Up Publication finalist and is a 2006 Best Department finalist in American Business Media’s Jesse H. Neal National Journalism Award Competition

About Nielsen Business Media
Nielsen Business Media is a leading market-focused provider of integrated information and sales and marketing solutions, helping businesses go to market more effectively and efficiently.

Serving seven major market groups, and 30 individual markets, spanning the entertainment, media and marketing, retail, travel and performance, design, and life sciences industries, Nielsen Business Media provides business-to-business products and services in print, online and in person.

With 42 publications, over 60 trade shows and 185 digital products and services, Nielsen Business Media offers insight, analysis and face-to-face contacts to help professionals better understand their markets, serve their customers and grow their businesses. “

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