Think Multicultural

The Pew Hispanic Center announced the release of a report that “analyzes data from a national sample of Latinos to determine how much contact Hispanic immigrants have with their native country.”

One of the interesting findings from the report is that only 1 in 10 Latino immigrants hits the trifecta of sending money back, making phone calls, and making return visits. This has some pretty interesting implications for how much of an attachment the immigrants have to the US, which is a lot.

The Pew Hispanic Center does interesting stuff. We only report on some of it. Get on their email list here.

Seemingly in response to my questions from yesterday, Adweek released an “Open Letter to MyM Clients and Readers” today. According to Adweek, the reason that they killed MyM is because Hispanic advertising is no longer a separate discipline, but rather an essential part of advertisers’ broader marketing plans.

As they wrote:

As marketers are becoming less likely to separate Hispanic strategies from their broader marketing plans, AdweekMedia is transitioning its editorial coverage of Hispanic media and marketing efforts targeted to the Hispanic community.

To better serve the information needs of our entire audience, AdweekMedia will no longer be separating our coverage of the Hispanic marketplace but fully integrating that coverage into Brandweek, Mediaweek and Adweek, and delivering that content to the full audience of those three brands in print, online and through live events. As a result, Marketing y Medios will no longer be published as an insert to only a limited portion of Brandweek, Mediaweek and Adweek’s total audience.

That’s the party line anyway. I’m still suspicious that they just got caught trying to play “me-too” in a field already occupied by Portada, HMW, and the like, and MyM just wasn’t paying for itself. Call me paranoid.

I haven’t had time to write my thoughts out on this one, but I have a question.

What do these two stories have to do with each other?

‘Hoy’ Joins Google Print Program
http://www.mediabuyerplanner.com/2007/10/23/hoy-joins-google-print-program/

The Death of Marketing y Medios
http://www.marketingymedios.com/marketingymedios/noticias/article_display.jsp?vnu_content_id=1003661608

Has Hispanic advertising arrived? Is it so mainstream that it doesn’t merit treatment in a separate magazine? Now that Hoy is on Google, is the Hispanic market just another part of the general market? Are the general market ad agencies going to roll Hispanic advertising up and the Hispanic agencies along with them? Or is it something else? Is there not enough demand in a general market publication like Adweek for a niche pub like MyM? Is that territory covered by HMW and Portada?

OK, that wasn’t a question. It was about 20 questions.