|
This Week
in Miami, Magazine Publishers of America Will Host 2nd Annual
Hispanic Magazine Summit
Last year’s success
prompts the return of the summit to South Florida
New York, NY--(HISPANIC
PR WIRE)--June 26, 2006--Magazine Publishers of America (MPA)
will host the Hispanic Magazine Summit at Miami’s Palms
South Beach Hotel this Wednesday and Thursday, June 28 and 29.
“We are holding
this conference for several reasons: We want to bring key players
in the community together providing original research, case studies
and best business practices. We also want to move the advertising
needle for Hispanic magazines. There have been remarkable demographic,
economic and political gains in the Hispanic community over the
last 10 years, but it has not been reflected in magazine advertising
spending. Magazines get 4 percent of total media spending compared
to 17 percent for the general market," said Charles McCullagh,
MPA Senior Vice President, Membership Services.
As the Hispanic market
continues to grow, it is important for advertisers to identify
new ways to reach this audience. Magazine publishers, ad agencies
and clients will be attending this high-powered, research-based
conference which will focus on the most vital questions facing
the Hispanic magazine community. Key issues that will be addressed
include measurement and accountability, the maximization of multi-platform
revenues and strategies to increase advertising dollars.
Sponsors of this year’s
event include Simmons, Marketing y Medios, Latinvision, Hispanic
PR Wire, Mediamark Research Inc., and Editorial Televisa.
Discussions led by
top-level executives, client panels, plus presentations of new
and original readership research, will measure demographic and
psychographic preferences inside the Hispanic marketplace, identify
accountability across relevant sectors, and explore ways of increasing
advertising budgets dedicated to the Hispanic magazine market.
Chaired by Jackie Hernandez-Fallous,
Publisher of People en Español, sponsored by MPA, and with
strong support from a who’s-who of the Hispanic magazine
community, this Summit will be the first to feature independent
third-party research addressing these key readership issues.
Some of the key panelists
include:
-- Manny Gonzalez,
VP/Managing Director, Hill Holliday Hispanic/Abecé,
-- Rafael Corral, Senior Market Research Manager, Kellogg Company
-- Marcos Baer, Publisher, Portada,
-- Joe Zubizarreta, Chief Operations Officer, Zubi Advertising,
-- Ken Deutsch, Media Director of Grupo Gallegos
-- Gary Bonilla, Vice President Strategic Services Director, Winglatino
-- Isabella Sánchez, Vice President, Director of Media
Services, Tapestry
-- Betty Cortina, Editorial Director, Latina Media Ventures
-- Manny Fernandez, Multicultural Marketing Director, JCPenney
Co.
This year's Summit
will not only focus on demographics, but also will address Hispanic
magazines' role in shaping the future of American media. The best
business strategies, case studies and success stories affecting
the industry today will be unveiled.
For the complete agenda
and to register, please consult:
http://www.magazine.org/hispanicsummit
REGISTRATION FEES (hotel
not included)
MPA/ASME Member $725
Nonmember $1025
Advertiser/Agency $525
REFUND/CANCELLATION
POLICY
Registration fees are
nontransferable to another event. Excluding a processing fee of
$50, full refunds will be granted if written requests are received
by MPA on or prior to Friday, June 16, 2006. No refunds will be
granted thereafter. Verbal cancellations will not be accepted.
If a registration form is received by fax or mail without payment,
and subsequently canceled, you will be invoiced the appropriate
amount.
FOR MORE INFORMATION:
Contact the MPA Events Department.
Phone: 212.872.3755
Fax: 212.371.3165
Email: MPAEvents@magazine.org
AGENDA:
Wednesday, June 28
3:00 pm - 8:00 pm Registration
6:00 pm - 8:00 pm Welcome Reception (sponsored by Mediamark Research
Inc.)
Network with a unique
group of publishers, advertisers, agency executives, researchers,
and other media professionals poolside in South Beach.
Thursday, June 29
8:00 am - 5:00 pm Registration
7:45 am - 8:45 am Continental Breakfast (sponsored by Editorial
Televisa)
8:45 am - 5:00 pm General Sessions (see below for highlights)
12:30 pm - 1:30 pm Networking Lunch (sponsored by Simmons)
5:00 pm - 7:00 pm Closing Reception (sponsored by Adweek's Marketing
y Medios)
THE POWER OF SYNDICATED
RESEARCH
Manny Gonzalez, VP/Managing
Director, Hill Holliday Hispanic/abecé, shows how to turn
raw data into powerful selling information as this session introduces
opportunities that syndicated tools offer. You will hear updates
from Julian Baim, Chief Research Officer, MRI, and William Engel,
Co-Chief Executive Officer, Simmons.
WHAT CLIENTS WANT FROM
MAGAZINES
Knowing exactly what
advertisers expect from magazines as well as anticipating how
their needs can change is crucial to your magazine's sucess. Jackie
Hernandez-Fallous, Publisher of People en Español, leads
a panel in addressing strategies that will improve the business
in measurable ways. Panelists include Rafael Corral, Senior Market
Research Manager, Kellogg Company; Mary Beth Berkson, Group Media
Manager, Unilever HPC; Manny Fernandez, Multicultural Marketing
Director, JCPenney; and Joyce Mullins-Jackson, U.S. Leader of
Market Segmentation, Avon Products, Inc.
MORNING KEYNOTE SPEAKER
Kimberly Casiano, President
of Casiano Communications Inc. and a member of the Ford Motor
Company Board of Directors, will end the morning discussing the
key issues to corporate America when it comes to the Hispanic
market and sharing lessons learned from Ford’s ventures.
AFTERNOON KEYNOTE SPEAKER
Rudy Rodriguez, Director,
Multicultural Marketing at General Mills, will close the day revealing
how General Mills established its brand in the Hispanic market
and how the company measures its effectiveness.
WHERE THE GROWTH IS
Marcos Baer, Publisher,
Portada, will reveal research that he has conducted that will
show key areas for advertising growth.
WHY DID IT WORK?
Hear case studies throughout
the day on proven business strategies in this unique and fast-growing
market. Speakers include Joe Zubizarreta, Chief Operations Officer,
Zubi Advertising, who will disclose an advertising case study;
Jaime Gamboa, Founder and Publisher, Tu Ciudad, talks about the
launch of Tu Ciudad and how to reach the upscale Hispanic; Federico
Kogan, Managing Director of Cuatro Media, Inc., will discuss the
challenges of launching Fox Sports en Español through newspaper
distribution; and Daniel Marrero will provide a Volkswagon case
study.
INNOVATIONS: EXTENDING
THE POWER OF MAGAZINES
How can your business
develop a multi-platform content strategy? Both old and new magazines
make shelf and subscription sales with powerful marketing plans
in place. You need to know how to extend the power of magazines
to strengthen your title as a brand. Media Director of Grupo Gallegos
Ken Deutsch moderates a discussion between some of the industry's
most experienced marketers including Gary Bonilla, Vice President
Strategic Services Director, WINGLATINO; Margarita Flores, Senior
Director, Sales Development and Community Relations; and Isabella
Sánchez, Vice President, Managing Director, Tapestry.
CHALLENGES AND OPPORTUNITIES
FOR HISPANIC MAGAZINE PUBLISHERS
Elena Marroquin, Vice
President, Director of Strategy at Tapestry, identifies the most
important demographic and financial issues facing Hispanic magazines
and how they will be affected by advertising, research and digital
trends.
WHO ARE HISPANIC READERS?
Wayne Eadie, Senior
Vice President of Research, Magazine Publishers of America, and
Lou Lopez, Vice President, Diversity, Synovate, Inc., will share
a progress update on new research—conducted for the Hispanic
Magazine Coalition, which consists of publishers and associations—that
sheds light on how Hispanic magazines can increase their share
of media spending.
EDITORIAL EXCELLENCE:
RAISING THE BAR
What kind of content
retains and makes your audience grow? Is it in-depth features
or bite-sized updates? Human interest journalism or celebrity
gossip sensationalism? Do readers prefer Spanish or English? Get
candid insight from professionals in a can't-miss discussion on
specific ways to increase reader engagement. Angelo Figueroa,
Editorial Director, Tu Ciudad will moderate a panel including
Johanna Buchholtz-Torres, Editor-in-Chief, Siempre Mujer; Juan
Manuel Cortes, Editor and Publisher, TVyNovelas; and Betty Cortina,
Editorial Director, Latina Media Ventures.
DIGITAL LEADERS IN
THE HISPANIC SPACE
What can magazines
learn from other media that target the Hispanic market? What successful
strategies have they used to increase advertising share? Find
out in a session with Laurel Wentz, International and Multicultural
Editor, Advertising Age; Peter Blacker, Senior Vice President,
Digital Media, Telemundo Network; Mark Lopez, Publisher, AOL Latino;
and John Santiago, Co-CEO and Co-Founder, Media 8 Digital Marketing
About MPA
Magazine Publishers
of America (MPA) is the industry association for consumer magazines.
Established in 1919, the MPA represents more than 240 domestic
publishing companies with approximately 1,400 titles, more than
80 international companies and more than 100 associate members.
Staffed by magazine industry specialists, the MPA is headquartered
in New York City, with an office of government affairs in Washington,
DC.
--30--
CONTACT:
Beatriz Arana
Telephone: 305.975.7894
Email: Beatriz.arana@energiacommunications.com |
