2011 Was The Year Of Multicultural Marketing, Says New York Times


In their look back at the trends of 2011, New York Times media editors say this was the year that multicultural marketing gained significant ground in America as advertisers made it their mission to reach the nearly 50 million Latinos living in this country.

One example the Times cites is Cosmopolitan magazine which announced this year the launch of Cosmopolitan Latina in May of 2012.

Hearst, which publishes Cosmopolitan, plans to print the magazine in states with large Latino populations like Texas, California, Florida and New York. A spring and fall issue are planned and the magazine will be mostly in English with Spanish sprinkled in if it feels “natural within a story,” according to Cosmopolitan Latina editor Michelle Herrera Mulligan.

Online television site Hulu also announced this week that they will be offering content from Spanish language networks like Univision, Galavision and Telefutura on their new page Hulu Latino.

The Huffington Post launched HuffPost Latino Voices this year. NBC News announced they will launch an English-language news site aimed at Latinos in 2012 to compete with Fox News Latino and Telemundo announced it will host a Republican presidential debate.

The Times also reports that American advertisers began aggressively courting Spanish-language TV viewers through product placement in telenovelas that lead to online “webvelas” featuring their products.

JP Morgan Chase began advertising on a Telemundo telenovela called “Mi Corazon Insiste” which features a cliffhanger that leads viewers to a Chase microsite featuring an original web-based novela or “webvela”.

The mini-Web series, which will be called “Y Vuelvo a Ti,” features the characters doing things like paying for a meal using a Chase debit card or using a Chase ATM. “They can also download music from the Chase commercials and enter a contest to win a behind-the-scenes tour of the Telemundo studios.”

Dan Lovinger, executive vice president for advertising sales and integrated marketing at Telemundo, part of the NBCUniversal unit of Comcast described the strategy as “organic, but pervasive.”

New York Times media editors also let us in on a little newspaper sausage making, when they revealed in May that this year’s network “upfronts”, where TV and film executives entice advertisers to buy air time on their shows, included a full lineup of content for Latino.

Networks and channels with programming aimed at Hispanic viewers have been part of the annual “upfront” weeks for several years. But this time, there are as many presentations from Spanish-language programmers (five) as there are from English-language broadcasters.

It’s no surprise that all of this media attention to Latinos is the result of the 2010 US Census figures that formally announced an increasingly growing Latino population. If marketers want to grow their share, they know they have to give their media plans a little Spanish accent.