PortadaS P E C I A L C E N S U S P R E V I E W S U P P L E M E N T

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PortadaS P E C I A L C E N S U S P R E V I E W S U P P L E M E N T

By 12-31-2010

Apportionment counts willbe delivered to the Presidentwithin nine months of Census Day (on or beforeDecember 31, 2010)

By 3-31-2011

CENSUS RESULTS RELEASE TIMELINE

US census has to providecomplete delivery of datato the States no laterthan March

By 5-31-2011

Raw data will not bereleased publicly onthe census site untilJune 2011

By 9-30-2011

Publication of 2010 AmericanCommunity Survey (Data thatexpands on the enumeration study,including data such as language andHousehold Income)PORTADA'S SPECIAL CENSUSRESULTS ISSUE

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SPECIALISSUE

HIGHLIGHTSD

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Five key data points tolook forward to in the2010 Census that validateHispanic marketing

The question of Language:English, Spanish or both?

The main Issue:How much will the CensusImpact HispanicMarketing Budgets?Will Corporate America'sCMO's listen?

Portada's EmergingHispanic Markets Forum,NYC, September 21, 2011

( D ) Q1 2011 | www.portada-online.com

Preview: Key Data Points

The following are five likely Census 2010 headlines based on demographic trends as explained byMebrulin Francisco, Senior Research Analyst of Mediaedge at Portada's Fourth Annual Hispanic Digitaland Print Media Conference. The presentation is based on data by the U.S. Census and the AmericanCommunity Survey.

The 2000 U.S. Census projected that by 2010Hispanics would make up 16% of the total U.S. populationand 24% by 2050. Some estimates predict that Hispanicswill amount to 30% of the U.S. population by 2050. U.S.born Hispanics will drive the majority of growth.

Hispanics will continue togrow and become the largest “minority” outpacing thegrowth of the general market

WHY?

1

Hispanic spending power increased by 6.4% between2005 and 2008 versus 2.9% for the general U.S.population.

Small Business Owners are growing faster amongHispanics than in the General Market. Between 2002 and2007 the number of Hispanic Business Owners increased by43% vs. 14.5% for non Hispanics.

Hispanic consumer spending led overall U.S.market growth in the following categories

> Food business - Growth in Hispanic spendingexplains 30% of the growth of the overall market.

> Education - U.S. Hispanics spent 58% more oneducation compared to 9% for non-Hispanics.

> Entertainment - U.S. Hispanics increased their entertainment spend on fees and admissions by 14% as compared to a 7% decline for non-Hispanics.

Hispanics' wallets will continueto get fatter

WHY?

5

The Hispanic population in states which traditio-nally had a relatively small number of Hispanics will growexponentially.

Hispanics will be representedin more geographical areas ofthe U.S.

WHY?

2

In 2009, a significant percent of the market commu-nicated only or mostly in Spanish (37%), a 68% change fromthe 2000 Census. (More detailed information on page E).

Spanish will continue to bethe dominant language spokenamong Hispanics

WHY?

4

22% of the U.S. population under the age of 18 isHispanic and 18% of the U.S. population between the agesof 18 and 44.

Age Distribution will show that Marketers targeting Gen Y needto think Hispanic

WHY?

3

North DakotaArkansasWest VirginiaMontanaSouth DakotaVermontSouth CarolinaMaineKentuckyMississippiAlabamaTennesseeMinnesotaNorth CarolinaAlask

151%107%98%94%84%75%74%73%71%65%65%63%57%56%54%

MarylandNew HampshirePennsylvaniaKansasVirginiaMissouriGeorgiaOklahomaIowaLouisianaIndianaWisconsinNebraskaDelawareOregon

53%53%52%51%51%50%48%46%46%45%45%44%41%40%36%

Below is a list of the 30 States whoseHispanic population has grown the most

NOTE: Note: % Increase of the ratio Hispanic population/Total statepopulation between 2000 and 2008SOURCE: U.S. Census

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Language

Spanish, English or Both?The crucial Question for Marketers

and Media

ne of the main data points tolook at once the 2010 censusresults are out is the new distri-

bution of Spanish-only, Bilingual andEnglish only speakers in the Hispanicpopulation.

According to the 2009 edition ofthe American Community Survey, in2009 a significant percent (37%) ofHispanics communicated only or mostlyin Spanish, a 68% increase from 2000,when they amounted to only 22%.

Another expected 2010 censusresult is that U.S. born Hispanics willdrive the majority of growth. With thegrowth coming from the non-immi-grant population, which traditionallyare more familiar with English, what isthe reason for such a big increase in themostly Spanish only proportion?

“Language assimilation is rapid andmostly complete by the third genera-tion. There will be a decrease of immi-grants, who are primarily Spanish-speakers. However, native bornHispanics are increasingly learningSpanish for cultural and economic rea-sons”, says Edward T. Rincon, presi-dent at Dallas based research firmRincon & Associates.

Mebrulin Francisco, SeniorResearch Analyst at Mediaedge in NewYork City says that several theorieshave emerged to explain the increase inthe Spanish-dominant population:

> Hispanic PrideAccording to Francisco, “Reaccul-

turation is more than a buzz word. Asan industry we speak a lot about thereemergence of Hispanic pride, nowresearch tells us that this is indeed amacro trend among Latinos in the US.The Futures Company, for example,

O tracks trends among Hispanics andfound that 68% of Hispanics 18+agree that Spanish language is moreimportant to them today than it wasfive years ago. This was true evenamong segments that had mostlyNatives and were raised in an Anglo-environment; bi-cultural (88%) andassimilated (54%).

> Major Shift in SentimentFrancisco explains that

MECBravo’s has a proprietary segmen-tation tool called “The NuevoAmericans.” This model takes a differ-ent approach to the Hispanic marketfocusing on consumer motivations andattitudes rather than demographics oracculturation. “When we first conduct-ed the segmentation in 2006 we foundthat there was a segment of theHispanic market that was completelyremoved from Latin culture.Ultimately the only thing that madethem Hispanic/Latino was their lastname. However when the segmenta-tion was updated in 2009, we found amajor shift in sentiment among thisgroup and there was a higher affinitytowards Hispanic culture, media andinvolvement”, Francisco explains.Albert Torres, Chairman and CEO ofTu Decides Media, a bilingual newspa-per publisher in the Pacific Northwestnotes that the Hispanic community hasgone through many different phasesregarding the usage of Spanish andEnglish. “There was a time not longago when it was shameful to speakSpanish and parents were discouragedfrom teaching their children Spanish.The pendulum swung the other wayfor a while and it became in vogue tobe able to speak a foreign language like

Spanish. Currently with the immigra-tion debate the pendulum is nowswinging back to the past which Ithink is very sad for our children”,Torres adds.

> Less urgency to be fluentin English“The truth is that the micro com-

munities or barrios emerging in urbanareas create a safety zone for a Spanishonly or mostly environment. You canbe in this country and not need to befluent in the native language to getahead.”, Mediaedge’s Francisco notes.

> Implications for Media...Language preference of Hispanics is

determinant for the media vehiclescatering to them. Spanish-languagemedia has a very significant impact onthe US advertising and media marketsoverall. In the third quarter of 2010Univision had the second highestage18-34 ratings of all broadcast net-works. In fact, during the first week ofSeptember 2010, Univision beat outthe Big Four networks among all 18-49and 18-34 in primetime.

Broadcasters like Univision,Telemundo and V-Me are set to be themain beneficiaries of the expectedexpansion of Spanish-dominant Hispa-nics. So are many Hispanic newspapers(although there are exceptions like SanAntonio Express News’ Conexion (English)and Chicago’s Extra newspaper (bilin-gual). Weekly Hispanic newspapers areoften the first type of publications toemerge and historically have been morelikely to serve immigrant populations.To a large extent they can be seen as

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grassroots media and engage the com-munity they target with local content.

Jacqueline Hernández, ChiefOperating Officer of the Telemundo

Communications Group, Inc, tellsPortada that “we are constantly reflec-ting the U.S. Hispanic market in ourcontent and to do this we turn to data.We are very excited about the Censusdata as it will provide us with tremen-dously valuable insights.” Hernándeznotes that preliminary data showsgrowth of Hispanic populations acrossall states. One market in particular isChicago. ‘We used this insight withour recent launch of 'Alguien Te Mira',which takes place in Chicago. We alsoexpect to see growth in biculturals andU.S. born Hispanics. This is great newsfor us as we continue to grow mun2-the number one cable network speak-ing to YLA’s-Young Latino Americans,in a uniquely American voice. It is alsothe core target. We are looking forwardto when the data is released next yearso we can continue to use the findingsand grow our audiences.”

Other pay TV providers likeMTV’s Tr3s and LATV that are gearedto bilingual Hispanic youth wouldalso profit from a growing acculturatedHispanic population.

Regarding websites, usage has his-torically skewed more to English-dom-inant Hispanics as it has taken a longertime for Spanish-dominant Hispanicsto go online. In fact, English-domi-nant Hispanics do not necessarily visitwebsites exclusively geared toHispanics. The 2010 edition of AOL’sannual Hispanic CyberStudy showsthat 23% of the US online audience isSpanish-dominant which means theyconsume most of their media inSpanish; 31% are bicultural consum-ing most media in English and 46%US dominant consuming most of theirmedia also in English.

Above is a table that breaks downdifferent media properties by the lan-guage they use:

...and Marketers “There is truly not one answer to

the question of what determines lan-

guage choice in targeting Hispanics”,says Rosa Serrano, a former Director ofPlanning and Buying at Lopez NegreteCommunications, who recently createdReSults Media and Marketing Partners,her own advertising agency in

Houston.According to Serrano, “Spanish lan-

guage tends to be the constant for allclients as this will accomplish two verykey goals. First, reach Hispanics whoare missed in English language com-

MEDIA TYPE Spanish

158 (55.6%)

199 (73.7%)

29 (13.2%)

15 (66.6%)

487 (83, 3%)

123 (83.6%)

Bilingual

43 (15.1%)

48 (17.8%)

64 (29.2%)

6 (24%)

29 (4.9%)

7 (4.7%)

English

83 (29.2%)

23 (8.5%)

126 (57.5%)

4 (16%)

68 (11.8%)

17 (11.6%)

Total

284

270

219

25

584

147

Magazines

Newspapers

Newsletters

Websites

Radio Stations

Television Stations

The Heterogeneous Hispanic Media Market

NOTE: Number of media properties published/broadcast per language. Percentage of overall numberin brackets.SOURCE: Portada Database

NOTE: Some consumer categories for which Spanish-dominant Hispanics over-index relative to theentire U.S. adult population. SOURCE: Spring 2009 full-year Experian Simmons National Consumer Study.

A COMPRAR!Consumer categories for which Spanish-dominant Hispanics overindex

> Automotive: Live in a household where at least one of the vehicles isa hybrid (Index 273)

> Baby/Children: Live in a household that uses baby food, cereal, juice(Index 280)

> Baby/Children: Live in a household that uses baby/children's shampoo(Index 196)

> Non-Alcoholic Beverages: Live in a household that uses instant coffee(Index 225)

> Non-Alcoholic Beverages: Drink energy drinks (Index 177) > Telecom: Made long distance calls outside of the U.S. in the last

3 months (Index 261) > Telecom: Have telephone credit card/pre-paid calling card (Index 220) > Travel: Use travel agent services (Index 123) > Health and Beauty: Use home pregnancy tests (Index 153) > Medicine: Use cough syrup (Index 133) > Food: Live in a household that uses meat alternatives (Index 169) > Food: Live in a household that uses flavored gelatin desserts

(Index 130) > Food: Live in a household that uses canned milk (Index 126) > Food: Chew gum (Index 125)

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Language

munications because of their preferencefor Spanish language media. There willalso be a number of Hispanics who willbe exposed to English language messag-ing but the impact of advertising maynot be as effective because the languageor cultural cues do not resonate withthem as creative developed withHispanic insights.”

Second, Serrano notes, “the effi-ciencies of reaching Hispanics usingSpanish language channels are stillmuch greater than reaching them withEnglish language media. Your dollarspent in Spanish language to reachHispanics will allow the client to reachmore consumers than the dollar spentin English. This is significant whenyou consider how many major USmarkets have Hispanic populationsthat are 30% or higher compared tothe overall population.”

Dual Language CommunicationsHowever, Serrano adds “Hispanics

are consuming media in multiple lan-guages and any effective plan shouldinclude dual language communications.Clients who are commited and savvyabout the Hispanic consumer will notstop with Spanish language mediainvestment and call it a day but ratheralso consider how they are reachingthis key consumer via their English lan-guage communications.” Serrano citesMcDonald's, Bank of America,Walmart, and State Farm among theclients who are doing this.

Sales executives at media propertiesoften face an uphill battle when tryingto convince clients and agencies aboutusing Hispanic media (Bilingual orEnglish) to target English-dominantHispanics. “It is extremely difficult toconvince advertisers of the opportunityto target English-dominantHispanics”, says Albert Torres,Chairman and CEO of Tu DecidesMedia, a bilingual newspaper publisherin the Pacific Northwest.

Torres adds that “probably the sin-gle biggest misconception aboutHispanics is that people think we onlyread, speak and write in Spanish. I love

A COMMUNITY NEWSPAPER'S RATIONALE TOPUBLISH A BILINGUAL NEWSPAPER

Albert Torres, Chairman and CEO of Tu Decides Media, acompany that publishes a free weekly newspaper inprint and digital format in Washington State andNortheastern Oregon has interesting views about therole language plays to reach Hispanic audiences. Beloware excerpts of a recent interview we published onwww.portada-online.com.

Portada: What is the reason youpublish a bilingual newspaper?

Albert Torres: “Even though Iwas born in Mexico, I arrived at avery early age to the United Statesand share more characteristicswith the second generationHispanics. I am bilingual but preferto read in English. I can readSpanish but I am slower and won'tdo it if it wasn't absolutely neces-sary. I felt there was a large enoughgap between the English media andthe Spanish media. The stories inEnglish didn't quite capture ouressence and lack the necessarybackground to make sense. I didn'tsee an accurate picture of theHispanic community but ratherwhat others thought we were like.The Spanish stories tend to focusmore on Latin America which holdsa special place in my heart but I ammore concerned about what is hap-pening in my community here in theUnited States.

I also found out that beyond fill-ing the gap as a bilingual newspa-per in the Pacific Northwest wewere able to become a multicultur-al bridge where we could share sto-ries about each other while remov-ing language as a barrier to under-standing each other. Some of ourstories are written in English andare translated to Spanish and someare written in Spanish and aretranslated to English. Take forinstance the immigration debate

and what is happening in Arizona. Ifthe newspaper was only written inSpanish we would miss the oppor-tunity to share our thoughts withothers that can't read Spanish. Inorder to create change you need toreach people that are different thanyourself.”

Portada: Why do you also pu-blish in Spanish?

Albert Torres: “The newspaperis also in Spanish because we wantto retain the ability to read inSpanish. Having the ability to speakEnglish and at least one other lan-guage can have meaningfulrewards. Being able to read an orig-inal story without translation andwithout someone else's opinion andallowing the reader to make up yourown opinion is extremely valuable.This is why we called our newspa-per Tú Decides or You Decide.”

Portada: What is the circulationof your publication?

Albert Torres: “ We are current-ly printing 20,000 copies weekly andsend out an additional 10,000 e-mailsattaching the digital version of ournewspaper. We also are experienc-ing approximately 3,000 downloadsfrom our website (www.TuDecidesMedia.com) of the digital newspa-per. The English copies are down-loaded more by a factor of 4 to 1 or80% English and 20% Spanish.”

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to listen to Spanish music and movies but I prefer to havethe ads in English to understand the new technology termsbeing offered by cell phone companies, types of policies beingoffered by insurance companies and the type of financialinstruments available at the local banks. Beyond entertain-ment I prefer to see the special offers in English.”

Another factor, Torres emphasizes is the amount ofinfluence that English dominant Hispanics have on theSpanish dominant Hispanics. As an example Torres saysthat since he was eight years old he has been involvedin every purchase his parents did. “Especially large orcomplicated purchases. In other words you can try toconvince my father to buy something only to find that Ihave a huge amount of influence over his buying decision.I have chosen his doctors, homes, cars, banks, and evenemployment. I have filled out every employment applicationfor every job he has ever had and I have filled out everyform when he owned his own business.”

Juan Guillen, CEO of Defining Trends Media Group aNew York City based company that connects with the bilin-gual & bicultural Hispanic market through digital media,events and LatinTrends Magazine, asserts that “the marketfor English-language advertising targeting Hispanics shouldbe “huge, but the ratio of allocated ad dollars is not.”

“We are dealing with major numbers here, when 92% ofLatinos 18 and under are U.S. born, this is a strong indicatorof where the future is heading with regards to U.S. born andraised Latinos. To me, that means opportunity, because itwill only increase with time, especially when there are moremedia properties catering to this market. think about it, nottoo long ago there were practically none.”

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Hispanic Marketing Budgets

Will Corporate America's CMOs listen?It is the crucial question. How will the publication andinterpretation of the 2010 Census results impactHispanic advertising and marketing budgets. “I believethe data will speak for itself and “sell” itself. We are innew times and this is a “New America”. When yousee the numbers, the changes in demographics, theshifts and, most importantly, where the growth willcontinue to come from; there is no question that everyCMO who wants to grow their business needs to do so

by reaching, connecting and converting multiculturalconsumers into their customers”, says JacquelineHernández, Chief Operating Officer of the TelemundoCommunications Group, Inc.

But how do multicultural marketing directors seethis? How are they going to “sell” the census results totheir CMO's (Chief Marketing Officers)? Portada askedthe following questions to four major clients:

1. What are the main factors behind the size of your company's multicultural marketing budget?2. What do you think is in the way of increasing multicultural marketing budgets in Corporate America?3. How do you try to convince your company's leadership to increase multicultural marketing budgets?4. How is Hispanic marketing/advertising embedded into your company's sales and marketing organization?5. What light do you expect the 2010 Census to shed on the particular audience segment your company targets?

THIS IS WHAT THEY HAD TO SAY:

Hector VallejoMulticultural Marketing ManagerSTANLEY BLACK AND DECKER

1. The % of Hispanic Contractors in the industry is a major fac-tor - by 2012, 40% of contractors in the US will be Hispanic sowe need to make sure we are allocating the right resources tomore effectively penetrate this market. The second factor is thelack of culturally relevant communication resources we cur-rently have. We need to bring our communication elements upto par with the general market therefore you will see an invest-ment in developing all the “fundamentals” first before weincrease our advertising spend. Over the last 6 months, we have translated our entire tools linesinto Spanish in our system, launched a full size Spanish Catalogand developed an entire line of culturally relevant POP (ban-ners, posters, headers, premiums, etc.).The last factor is theneed for bilingual employees that understand the culturalaspects of our target consumers, particularly in the field jobswhere they interact with our consumers on a daily basis (retailsales, field and event marketing, service locations, consumerservices, etc.).

2. “The globalization of the economy plays a major factor forcompanies like ours who might see better opportunities out-side of the US to invest in, especially with a down economy inthe US. There are other markets that are doing better and themarket share potential is higher than the US in many cases.Another factor is most companies struggle understanding whatis the true profit potential of the Hispanic Market. What can thismarket deliver to their business? Companies that understandthis, have increased the investment in this segment and aredoing better than some of their competitors and will come outbetter after the economy recovers. I also think there is a lack ofHispanics in leadership positions that can be a part of the con-

versations that go behind closed doors when SeniorExecutives are deciding where the resources will go to. That'swhere you have to fight the battle and as more Latinos get intothose leadership positions I believe you will see budgetsbecoming more realistic.”

3. “First, the size and growth of the market in our industrymakes it an undeniable proposition. Second, having a compre-hensive strategy outside of just promotions and marketingcampaigns gives them more confidence in investing theresource: you got to have a long term strategy that impacts allaspects of your business, not just one area. The dollars have toget stretched as much as you can, especially in this space. Puttogether a 3-5 year strategy that shows how you plan to growand take share for your company and get a buy in on a longterm plan and not a one year plan. Your strategy needs to showyear after year growth when you present it. I think a lot ofSenior Leaders get shocked when you try to swing for thefence asking for budgets. Lastly, you have to show results.Sometimes its better to do something small really well to showthe impact those dollars can have if you amplify them to moremarkets, to more people, to more promotions, to bigger spon-sorships.”

4. “We have a Hispanic Marketing Advertising Budget that sup-ports all key activities: promotions, new product launches, keyretail events. This is the first year that we have this and it isnow a “fundamental” part of our business as we launch differ-ent marketing campaigns and new products.”

5. “That they are a much bigger part of our business than wethought and that they are a much bigger influencer in decidingwhat products to buy. I think the buying power within our indus-try will be much stronger coming out of this economy thangoing into it.

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Hispanic Marketing Budgets

Juan JobVP Head of Hispanic Markets atNew York Life

1. “An important variable affecting our Hispanic marketingefforts is whether a market is defined as Hispanic or not. Wedefine a market as Hispanic if 50% or more of its customersare Hispanic. We have associates exclusively devoted to theHispanic market in the following units: New York (two), Fresno,CA, El Paso, TX, Mc Allen, TX, Edison, NJ, Miami, FL and SanAntonio, TX. New York Life's Hispanic marketing teamincreased from 5 to 27 Hispanic marketing associates over thelast 15 months. In 2011 we are expecting an additional 11 aswe open additional units specifically devoted to the U.S.Hispanic market in San Diego and Tampa.Our company's multicultural markets unit, which includes theHispanic marketing unit, generates more than a third of thecompany's retail revenue and is outpacing the growth of therest of the company. Most of our ad buys are done on a locallevel. We partner with our agents to undertake co-opAdvertising, mostly sharing the costs by approximately 50%.”

4. “New York Life has two main units: The Retail Marketing Unitand the Multicultural Markets Unit, which includes theHispanic marketing unit. The Multicultural MarketingUnit has 6 divisions: Hispanic, African-American, Chinese,Asian Indian, Vietnamese and Korean. We have 120 officesaround the country; these offices support our more than 10,000agents. We consider our agents our brand ambassadors.Currently 10% of our agents are Hispanic, while the Hispanicmarket segment sales amount to 12%-13% of total revenues.”

Felix TejedaBrand MarketingSprint Prepaid Group

1. Simply said, our organization understands the market placeand thus balances opportunities and risks to allocate invest-ments depending on the objective at hand.”

2. “At the end of the day it is about maximizing marketinginvestments to target the right consumer for the brand and cat-egory, so it is about identifying where the growth is.”

3. “Multicultural leaders must leverage consumer data toengage their leadership to build the rationale that a dollarinvested in targeting a multicultural consumer delivers x timesthe investment in revenue. The hope is that the multiculturalconsumer over delivers when compared to its general marketcounterpart.”

4. “The Hispanic segment is a top priority that is reflected in ourexemplary worth ethic of our sales and marketing organization;from advertising to customer life cycle”

5. “Our organization is well versed in the national populationfigures, but we'll be sure to review the data to identify any newtrends.”

Lesley Mc NortonMulticultural Marketing & AmericasBrand ManagerCorporate Marketing, HP

1. “HP will continue to invest in the multicultural market. Wesee that it presents tremendous growth opportunities for HP’sconsumer and small and medium businesses. Continuing tounderstand and invest in this market is core to HP’s vision.”

2. “Demonstrating the business opportunity these audiencesrepresent and executing to achieve a strong ROI. HP is the #1IT company and has the 10th strongest brand in the world, withover 300K employees who are listening to customers, watchingtrends and partnering to make a difference. HP believesstrongly that the trends are being led in large part by Hispanicsand African Americans.”

3. “Market data and demonstrating results. HP has been suc-cessful with marketing campaigns that include The HP Insider,a first-of-its-kind relationship with the NBA to name one localfan an “HP Insider” and award him or her a week of behind-the-scenes access to a basketball team. The program wasimplemented with the Miami Heat and the Dallas Mavericks;and HP Digital Assist, a partnership among HP, NBA Cares and

ISTE (International Society for Technology in Education) tobring the power of technology and professional basketball tomiddle school students by providing teachers with interactiveand engaging technology opportunities. In addition, we selectkey industry influencers and partnerships that align with ourbusiness strategies to generate awareness, preference andconsideration for our products, services and solutions.”

4. “At HP, we fully embrace the concept of diversity, based onthe importance of focusing on the possibilities and not the lim-itations. We think that true capabilities and leadership cannotbe defined or limited by gender, race or religion. For all of us towin in today’s fiercely competitive marketplace, we will need toembrace our differences and mirror the diversity of our cus-tomers and the world around us.”

5. “The Census 2010 will show new data showing coast-to-coast growth in the Latino population which will further cementthe need of companies to aggressively continue approachingthis segment of the U.S. population.”

Portada'sEmerging HispanicMarkets Forum NEW YORK CITY, SEPT. 21, 2011

THE OBJECTIVE The main objective of the Portada Emerging Hispanic Markets Forum is to makea case for marketing to Hispanics in regions that are not part of the top 5Hispanic markets. Particularly in the light of the upcoming 2010 Census results,which are expected to show very high growth rates in population and purcha-sing power of Hispanics living in these often overlooked markets. These mar-kets include:

Arizona | Colorado | Georgia | Maryland/Virginia/Washington DC | New JerseyMassachusetts | Oregon | Pennsylvania | South - North Carolina | Utah

THE PARTICIPANTS The Forum will bring together major NYC and North East based clients andagencies with media executives and agencies that have a strong presence inemerging Hispanic markets. Stay tuned as we announce major speaker andpanelists!

THE DATE The Emerging Hispanic Markets Forum will take place one day before Portada'sFifth Annual Hispanic Digital and Print Media Conference, Sept. 22, 2011, NYC.Sponsors of the Emerging Hispanic Market Forum get tickets to attend bothevents.

THEMES THAT WILL BE EXPLORED BY MAJOR PLAYERS INCLUDE > The Opportunity: The Hispanic population in states which traditionally had arelatively small number of Hispanics is growing exponentially. An in-depthanalysis by a major demographic expert.> ROI Case Studies of marketers that obtained a high ROI in marketing toLatinos in emerging Hispanic markets. > Are there media properties that efficiently reach local audiences in emergingHispanic markets? If so, which ones are they and how do they work? > Agencies: How do regional agencies work? And what can they offer to natio-nal clients and major agencies?

Marcos Baer, publisher Portada, (212) 685-44 41, marcos@portada-online.comBob Oliva, Business Development Director, (305) 546-1515, bob@portada-online.com

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