industry buzz

Magazines, Magazines and More Magazines
The annual Mediamark Research Inc. (MRI) spring research results have just been released, bringing you all the magazine data you ever wanted to know... and more. Click here for some of the highlights, including "best" and "worst reversal of fortune," thanks to Ad Age magazine. Or, for more in-depth reading, check out this article from Mediaweek magazine.

The Future of Branded Content
The branded content of tomorrow may not look like the branded content of today, according to this Brandweek article. Tactics like product placement and branded television may be replaced by other mediums such as mobile marketing.

ABC's User Generated News
This Variety article reports that ABC News is looking to connect with the YouTube generation by launching a user-generated news show. "Amateur video will form the basis of the show's segments, but ABC News correspondents will build news stories and features around video captured on cell phones or digicams and uploaded to a companion website."

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The U.S. Hispanic Online Market Opportunity

Lee Van is the founder of Captura Group, a full-service Hispanic interactive agency

The U.S. Hispanic market online represents an attractive opportunity for associations looking to grow their member bases. Totaling nearly 16.5 million individuals in January 2007, the U.S. Hispanic online market has reached critical mass and continues to grow at explosive levels. Yet online Hispanic consumers remain a relatively untapped segment of both the online population and the aggregate Hispanic market.

In order to tap into this attractive market segment, associations should consider the following best practice principles in Hispanic online marketing.

In-Language: Online communications must address Hispanics' language preferences and ideally should be in both English and Spanish to most effectively address Hispanic users' varied language preferences.

In-Culture: Regardless of language used, the online experience must be culturally relevant to achieve an emotional connection with Hispanics.

Access: Enable users to access the Hispanic site through prominent links on general market sites.

Hispanic URL Strategy: Use a stand-alone Hispanic-themed URL for marketing and search engine optimization purposes.

Comparability and Maintenance: Ensure that your Hispanic site is as comparable as possible to your general market site while consistently evolving and maintaining it.

Notification: Manage user expectations by providing notice when a user is about to navigate to an English-only area or external site.

Toggle: Enable users to toggle between English and Spanish sites if available.

Hispanic Online Marketing: Consider out-of-the-box solutions to reach Hispanics online.

click here to suggest a trend. interested in learning more about these best practices? contact Captura Group for more information about the Hispanic online market.

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