Reaching Latino Audiences

Presented in conjunction with the University of Miami and St. Thomas University in Miami.

January 9 - January 14, 2005

AIM THIS PAGE

Featured Discussion Leaders

Susan Angulo, Ph. D. Assistant Vice President, St. Thomas University Session: “Connecting with the Community” News coverage must go beyond “festivals and failures” to be effective. Learn what it takes to forge a bond with Latino/Hispanic readers.

Jorge Ayala General Manager, El Diario La Prensa Session: “Strategies for Successful Local Ads” Building brand royalty and a strong local ad base are crucial for success. Find out wha’t working in one of America’s most diverse cities.

Paul George, Ph.D. Professor of History, Miami-Dade College, Historian to the Historical Association of Southern Florida Session: A guided tour of South Florida’s diverse Latino neighborhoods, including new immigrant communities, cultural landmarks, artists’ galleries, and lunch at Little Havana’s Versailles restaurant.

Sarah Gibert Spanish Language Product Coordinator, The Free Lance-Star Session: Sarah’s newspaper, La Conexión, is one of the case study papers for NAA’s New Readers and Revenue initiative. She will be part of a daylong session focusing on strategies, operations and lessons learned.

David Hume President, Mediamericas Session: Serving the Latino community requires new skills of U.S. newspaper people. From differences in news content to the operational issues of recruiting and working with a bilingual staff, the focus will be on practical problem-solving.

Aida Levitan Vice Chair & Chief Communications Officer, Bromley Communications Session: U.S companies are beginning to target the Latino market, but most direct their ad dollars to TV. How can newspapers attract the large national advertisers they need to survive?

Robert Montemayor Principal, Montemayor Consulting Session: Robert will unveil a series of case studies he has written for NAA’s New Readers and Revenue initiative. Joining him will be executives from diverse Latino markets for a session focusing on strategies, operations and lessons learned.

Gloria Ruiz, Ph. D. Chairperson Comm. Arts, English & Humanities, St. Thomas University Session: “Connecting with the Community” News coverage must go beyond “festivals and failures” to be effective. Learn what it takes to forge a bond with Latino/Hispanic readers.

Edward Schumacher-Matos CEO, Editorial Director and Founder, Meximerica Media Inc. Session: The introduction of Rumbo newspapers in Hispanic markets throughout Texas is Meximerica’s first step in a strategy to distribute a national Spanish-language newspaper. Learn about their strategy and vision for the future.

Gonzalo Soruco, Ph.D. Associate Professor and Director of Officina de Investigacion Social y Communicacion, University of Miami Session: A guided tour of the driving forces in the Latino market, including country of origin, length of residence, language dominance, media habits, lifestyles and purchasing power.

The country’s largest and fastest growing minority group—Latinos— is young, diverse and has become an important demographic influence. Knowing how to reach this audience—ranging from recent immigrants to fourth-generation Americans— requires a deep understanding of culture, values and media needs as well as tailored strategies and products that connect with Latino readers and the advertisers trying to reach them.

Seminar sessions will take place on the campus of the University of Miami.

Participants will stay at the Wyndham Grand Bay Hotel

For this seminar, we will take full advantage of our South Florida location, first by calling upon the expert faculty of our partner universities. Both offer degree programs in Spanish-language media.

Outside of the classroom, participants will visit cultural landmarks, immerse themselves in folklore, music and the arts, and sample authentic cuisine.

Why Should We Attend and Why

This seminar is designed for cross-departmental teams from the same newspaper, including executives from news, advertising, marketing, circulation and online.

RETURN ON INVESTMENT

Strategies for growing readership and revenue.

The Particulars

Please read:
:: API's Registration, Tuition and Hotel Policies
:: Special requirements for international members

Tuition: $2,225

Note: Payment deadline for all discounted tuition: November 12, 2004. All tuition is due prior to the start of the seminar.

Hotel/Meal Package: $1,000.
This charge is in addition to the tuition fee, and is paid directly to the hotel by the seminar member upon checkout.

Location: Miami, FL

(This seminar has already occured)