News Briefs

Chevy was the title sponsor of the 2007 NCLR ALMA Awards. “NCLR has had a close relationship with GM for the past 15 years, and it is a pleasure to have Chevy as the title automotive sponsor for this year’s award presentation,” said Janet Murguía, ALMA Award’s executive producer and president and CEO of NCLR. “Both NCLR and Chevy have a dedication for Latin music and entertainment and we share the same goals in terms of showcasing this to the
entire community.”

“Music and entertainment are a strong part of Chevy’s tradition and we share NCLR’s goal to recognize the outstanding contributions of Latinos in the media and arts. And what better event than the ALMA Awards to pay tribute to Latino talent,” said Ed Peper, Chevrolet general manager.

The National Council of La Raza (NCLR), the largest national Hispanic civil rights and advocacy organization in the U.S., created the ALMA Awards in 1995 as part of NCLR’s strategy to promote fair, accurate and balanced portrayals of Latinos in the media. The show was named ALMA, which stands for American Latinos in Media & Arts Awards and is also Spanish for “spirit” or “soul” and represents the determined spirit of the Latino community. The NCLR ALMA Awards honors outstanding Latino artistic achievement in television, film, and music and the enhancement of the Latino image in the entertainment industry.

Lopez Negrete Communications, the second-largest independently owned and operated Hispanic marketing agency in the country, has been chosen to steward a public relations brand awareness campaign for Nielsen. The Nielsen Company is the leading provider of television audience measurement and advertising information services worldwide.

The new campaign will focus on brand awareness of the company’s measurement services and technology, including an introduction to the Local People Meter (LPM) in the Hispanic community. The People Meter is an advanced electronic device that measures viewing behavior in real time such as who is watching what programs as well as recorded programs made on digital video recorders (DVRs) and other advanced technology platforms.

The campaign will also target community-based organizations and Latino leadership in the Houston market. In addition, Nielsen will participate in several local events in the Latino community. The goal is to educate and inform Hispanic consumers about the LPM, how it works, and why Hispanics should want to be included in the measurement of television viewing.

“The Nielsen Company continues to actively reach out to the multicultural community,” says Monica Gil, vice president of communications and public affairs for Nielsen. “Lopez Negrete has a strong strategic presence in the Hispanic sector and is an obvious choice to support us in our efforts to inform and engage Hispanic families.”

LPMs are currently used in ten of the top Designated Market Areas (DMAs) to provide detailed information about local viewing trends. Nielsen will expand LPM services to the next 15 largest markets by 2013. Rollouts are currently taking place in Houston, Seattle, and Tampa and will be fully launched on October 4th of this year.

The Lopez Negrete team assigned to the account consists of Trey Velasco, promotions director; Pio del Castillo and Michael Vogel, account supervisors; Remo Mazzini, promotions field manager; Randolph Gonzales, account executive; and Martha Villagomez, account coordinator.

al Punto Advertising has created a series of family-focused 15-second commercials for Holiday Inn Hotels and Resorts. The commercials, the centerpiece of a new U.S. Hispanic advertising campaign for Holiday Inn, were produced in Buenos Aires and debuted in selected high-density Hispanic markets on May 28.

Shop Latino TV, a Spanishlanguage home shopping channel focused on the U.S. Hispanic market and Puerto Rico consumers, has set a launch date of July 7. The new channel will be based in Miami, where one of its east coast distribution centers will be housed.

AIM Tell-A-Vision Group, which includes American Latino TV (ALTV) and LatiNation, the original Englishlanguage programs for and by U.S. Latinos, kicked off a market-wide talent search for a new New York correspondent as part of their participation in the 116th Street Festival and The 50th Annual Puerto Rican Day Parade. This talent search will continue at events and festivals attended by AIM events staffers all summer long.

It started Saturday, June 9 at the 116th Street Festival AIM TV booth and will continue through over half a dozen events up to and including the New York Mexican Festival in September, where everyday viewers get their chance at stardom by auditioning before the AIM TV cameras. Select auditions from the events will be posted at where area viewers can offer opinions and vote for their favorites.

The new correspondent will be chosen based on viewer popularity and by a vote of the producers of ALTV and LatiNation. One of the new correspondent’s first assignments will be participating in the programs’ New York Hispanic Day Parade coverage this October.

Hispanic financial expert Julie Stav and U.S. Spanish-language news publisher ImpreMedia have joined forces in an effort to deliver top quality personal finance information to more than 10 million Latinos via their well-known and established print and online vehicles. This alliance set the stage for the June 2007 launch of Julie Stav’s digital version of Tu Dinero magazine, the first and only online Spanish-language personal finance magazine for U.S. Hispanics that, until recently, was only available as a print publication. The Julie Stav/ImpreMedia partnership will instantly provide relevant financial news to more U.S. Hispanics than ever before under the name of “Tu Dinero con Julie Stav,” with Tu Dinero magazine content appearing across Impre- Media’s entire print and online publishing network.



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