You may already know Martin as he has been with News Generation for nearly three years. Martin is responsible for both English and Spanish language media relations. In his words, “I am in charge of building long lasting relationships with media sources and journalists to obtain optimum media coverage for the organization and our clients. I am in charge of supplying these media outlets with a constant flow of relevant information on a daily basis.”
Martin was born in Flores, Uruguay and came to the States in 2005 after graduation to work at CNN Español Radio. Martin’s media, communications and marketing experience is extensive, working in Uruguay and Argentina for prestigious advertising agencies, public relations and marketing companies, magazines, newspapers, radio, and television. From CNN he moved to television at Latin American Pay Television Services and has served in marketing roles both with Western Union Hispanic market and Sesderma Laboratories in Valencia, Spain.
What trends do you see in media targeted to the growing Hispanic segment of the population? How do you think media use differs between Latinos and non-Latinos?
I think the main difference between the approach to radio and television by the Latin population in the U.S. has to do with content. For the most part, Latinos watch TV for entertainment and basic news. Radio has a deeper and more emotional reach with us. It creates a sense of community. Unlike TV, that continues to be more of a one way channel, radio allows it’s listeners to call in, express their points of view and/or empathize with the opinions of other listeners. Unlike TV, an outlet that still today establishes controls it’s characters and its content, a radio listener becomes an intrinsic part of an always changing outlet that can become unscripted, sometimes unknown, and as such can relate at a deeper level with the listeners.
You Say Latino, I say Hispanic. IS it correct, in your opinion to use both terms? Though there is still debate about the correct use of the descriptors Hispanic and Latino, both can be used, in my opinion, and the difference comes down to country of birth. In my experience, all Latin Americans born outside the U.S. that moved to this country later in life are considered Latinos. Those Americans born in the U.S. to a Latino family are considered Hispanic.
What trends do you see in social media?
According to Nielsen, Hispanic consumers are nearly twenty-five percent more likely than the general social media population to prefer using social media compared to traditional channels. Thirty-five percent of Hispanic social media users assert that they would rather Tweet at a company or post on a brand’s Facebook wall, compared to picking up the phone.
Hispanic consumers are most likely to comment on or ask a question about a company’s product or service on Facebook, followed by Twitter and YouTube.
During 2012, Hispanics increased their visits to Social Networks/Blogs by 14 percent compared to 2011. Not only are Latinos the fastest growing U.S. ethnic group on Facebook from a year ago, but also Hispanic adults are 25 percent more likely to follow a brand, and 18 percent more likely to follow a celebrity than the general online population.
There’s no question that social media is a big tool to get the Latino audience. More than ninety percent of this target is on Facebook, compared to eighty-one of the general online population.
For more perspectives on bi-lingual media relations stay tuned…