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Univision Communications Inc. (UCI) announced the appointment of Steve Mandala to President of Advertising Sales and Marketing, effective immediately. Mandala, who was most recently Executive Vice President of Advertising Sales, will remain based in New York and will report to Tonia O’Connor, Chief Revenue Officer.

Mandala named EVP of Advertising Sales at Univision

Univision Communications Inc. (UCI) announced the appointment of Steve Mandala to President of Advertising Sales and Marketing, effective immediately. Mandala, who was most recently Executive Vice President of Advertising Sales, will remain based in New York and will report to Tonia O’Connor, Chief Revenue Officer. In this role, Mandala will oversee advertising sales and marketing for UCI’s suite of media offerings, including the Univision Network, UniMás, UCI’s cable networks including Galavisión and UDN (Univision Deportes Network), as well as Local Media and Digital. As he transitions into the role, he will work closely with Keith Turner, who recently announced plans to retire this year.

“Steve is an exceptional media industry leader whose reputation for being effectual and original precedes him,” said O’Connor. “His unique sales and marketing acumen and strong leadership has been instrumental in delivering UCI’s engaged audiences to our advertising partners across the portfolio. We are delighted to have Steve at the helm of our sales team to continue to foster existing relationships as well as introduce new ones to UCI.”

Mandala commented, “I am honored to lead our remarkable UCI Advertising Sales and Marketing team as our industry and our company continue to rapidly evolve. I have the utmost respect for the Company’s ubiquitous, valuable brand and the service it renders to our growing audiences. As the industry continues to evolve and diverse audiences, including U.S. Hispanics, influence our country and culture, UCI will provide unparalleled experiences for advertisers to interact with these consumers. We have the finest sales professionals in the industry and, as we work even more collaboratively across UCI, I am excited about the future before us.”

Formerly a vice president of Sales for Univision’s west coast network, Mandala rejoined the Company in 2012. Before Univision, he served as Executive Vice President of Cable Entertainment Ad Sales at NBCUniversal, where he led a team of over 200 marketing and sales professionals working on seven NBCU networks. He played key roles in the acquisition of Oxygen by NBCU, as well as in the NBCU/Comcast integration process, in addition to serving in sales leadership roles at Telemundo. Mandala is also a 2017 Cablefax Sales Hall of Fame inductee.

Your Editor Applauds and congratulates Mandala.  

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Every cloud has a silver lining. And when it comes to the current status of the retail industry, which ranges from “bleak to promising, according to Business.com, that silver lining consists of Hispanic millennials. In fact, regardless of the state of retail at large, Hispanic millennials — especially Latinas — are the new now of retail, and their impact on your bottom line may be more than you realize.

Whether you sell products online, through brick and mortar or through a hybrid model, Hispanic millennials are essential to your success. Here we’ll share key factors behind why and how to reach them and gain their loyalty.

The power of the Hispanic retail purse: $3.3 billion and counting

At first glance, this may not be so obvious, given that “Hispanic incomes are often lower than those of non-Hispanics,” per Multicultural Retail 360. However, a different picture emerges beneath the surface and it’s definitely favorable to all types of retailers and indicative of Hispanic spending trends:

  • “Latina women are fast becoming the new majority consumer, and the purchasing power they wield is making retail companies sit up and take notice,” reports NBC News. As further reported by NBC, Hispanic women spent $3.3 billion from 2012 to 2013 just in footwear.
  • Hispanics average $1,998 on apparel and service purchases per year, compared to $1,659 for non-Hispanics, as reported by Multicultural Retail 360.

But the dollars are just one part of the story: By 2060, Hispanic women will make up around 30% of the total female population of the United States, indicates Latina Power Shift.

How and where Hispanics shop: from mall to mobile

The habits of Hispanics complement their purchasing power and retailers need to take note! Similar to meals and special occasions, shopping for clothes is more than taking a trip to the department store; it’s a family affair. And when they do take that trip to the store or mall, where are they going? Multicultural Retail 360 reports that:

  • Among Hispanic millennials: 48% head to retailers like Dillard’s and Macy’s, while the balance opt for “local fashion stores.”
  • Hispanic women like Zara, while the millennial men show affinity for American Eagle. Combined, men and women tend to like JCPenney.

What makes these numbers compelling is that in all cases (except American Eagle), the Hispanic preference is greater than in the non-Hispanic population.

The consumer journey for the Hispanic shopper goes beyond the physical boundaries of the mall or local store. As we’ve reported before, Hispanics over-index on mobile and are early adopters of technology, and the retail environment is no exception. Thus, the Internet is a vital source of information in the consumer journey:

  • 53% of Hispanics go online to search for sales or reviews
  • Once at the retail store, 83% of Hispanics who go online through mobile do so to inform a purchasing decision in real time

When it comes to digital ads, Google reports that 66% of online Hispanics pay attention to them — that’s 20 points more than general market. This statistic alone is more than enough to justify a comprehensive strategy aimed at Hispanics, and abandon the “we’ll just translate the content into Spanish” approach.

Cultural relevance drives sales and loyalty

We’ve said it before, and we’ll say it again: language communicates, culture connects. So put aside any plans to translate your content from English to Spanish, and begin with Hispanic culture in mind. To make a meaningful and lasting connection with Hispanics, consider these tactics:

  • Appeal to touchpoints of cultural passion: Whether food, traditions, nostalgia for their home country, family togetherness, sports fever and more, your brand will connect with Hispanics if it identifies with their sensibilities … without stereotyping (no soccer balls or Mariachi bands necessary).
  • Choose the proper language approach: Depending on your target audience segment, you may be able to use English or Spanish, or even a combination of both.
  • Make your visuals as compelling as your copy: Investing time in finding, or even creating, the proper imagery will reinforce the connection with the Hispanic consumer and not alienate them with out-of-touch stock imagery.
  • Leverage the power of Hispanic influencers: Word-of-mouth is as important in the consumer journey as online reviews. A successful influencer campaign is one that is aligned with your audience’s cultural touch points and is honest and transparent.

by Esther J. Cepeda, NBC News Latino

When it comes to diversifying America’s teaching corps to better reflect the increasing number of Hispanic students, there’s a big question: If Latino public school students rarely see a Hispanic teacher, how will they ever come to see teaching as an attractive profession?

It’s not a trivial concern.

While there’s no specific research data showing that Hispanic students receive an outsized benefit from having teachers with the same background, there are studies that confirm a positive link between teachers of color and the academic achievement of all students.

And a recent study found that low-income black students who have at least one black teacher in elementary school are significantly more likely to graduate from high school and consider attending college.

But while the benefits to an increasingly diverse student body are easily imaginable, one aspect about recruiting more teachers of color is rarely spoken about: How challenging it is to actually be a Hispanic teacher in a teaching corps that is overwhelmingly white (only 8 percent of all teachers are Hispanic).

For starters, becoming a teacher is expensive.

Not only do you need to earn at least a bachelor’s degree but, depending on your state, there are a battery of general and content-area tests to take, each of them costing a nice chunk of change. The capstone test — called the edTPA and now the standard for certification in 16 states and growing — requires a high quality video-taking device, video editing skills and super fast internet access to create and upload an extensive submission.

This is in addition to 15 to 20 weeks of unpaid mandatory student teaching during which you’d have to be crazy to try to work elsewhere — if your university even allowed it — regardless of how dearly you needed the income.

And, as if that weren’t enough of a mountain to climb, for those altruistic souls devoted to teaching in low-income schools where the majority of students are black or Hispanic and the pay is likely to be low, the Trump administration is threatening to end the Public Service Loan Forgiveness program, which helps teachers who take on these extra difficult teaching assignments.

Then there is the actual experience of being a teacher in a school where there are few or no other teachers of color — it’s not always a walk in the park.

I’ve been blessed to teach in schools chock full of absolutely caring, devoted, selfless and hard-working teachers and administrators who would do practically anything to ensure the academic success of all their students.

But even in such environments of pulling out all the stops to make sure all kids progressed, there were still obvious ways in which white students were seen as academically ready to thrive while black and Hispanic students were considered lesser — too poor, too devoid of resources at home, too far behind peers or otherwise too downtrodden to succeed.

At best, some of these students of color were given extra resources and attention by adults, though sometimes these efforts were tinged with pity. At worst, some kids — even as young as first grade — were simply written off as unsalvageable.

Throughout my years in education I’ve been present at meetings where such students were referred to as stupid or hopeless. Their parents were savaged as being clueless, unhinged or having been purchased by a spouse as a mail-order bride from a foreign country. In one case, my presence was not enough to hold the tongue of a teacher who suggested that a male Hispanic student’s career trajectory would peak with becoming a janitor.

This behavior, however, pales in comparison to the impact minority teachers can make. It may sound trite, but there is relief and even pure joy when minority students experience having a teacher who shares their culture.

A more diverse teacher corps is not a panacea — the single most important factor in student achievement is the quality of the teacher regardless of race or ethnicity.

But if more Hispanic college students can be recruited into teaching through a variety of supports and incentives, the way in which struggling students are perceived in schools can slowly begin to change.

Teaching is not easy or particularly lucrative, relative to other highly skilled professions. But walking into a classroom and being a living, breathing example of all the possibilities that a good education can open up offers its own rewards.

NiLP Note: In the column below, Esther Cepeda raises the important need to recruit more Latinos and Latinas as school teachers. As an example of the problem, I do all I can to point out that despite Latino kids making up the largerst part of the NYC public school system at 41 percent of the total of its 1.1 million enrollment, Latino teachers are only 14 percent of its faculty! As Esther points out, this is an issue that is not receiving the level of attention and concern within the Latino community that it deserves.

 My ex-wife was a bilingual third grade techer, so I got a first-hand glimpse of the sacrifices involved, and of the satisfaction derived from teaching. Hey, even the fact that we’re not married anymore showed additional good judgement on her part as well!
Teachers . . . you can’t live with them and you can’t live without them!

 —Angelo Falcón

Your Editor Encourages:, Our parents to help develop more teachers Despite Angelo’s objections

By Jose Villa , , founder and president, Sensis

We’re halfway into 2017 and the Hispanic marketing industry is in a funk.

Everyone I talk to, from Hispanic agency principals to Spanish-language media executives, keeps telling me the same thing — the rest of the economy may be humming, but spending on Hispanic marketing is stagnant. Some anecdotal indicators I’m hearing this year:

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  • Few if any Hispanic agency RFPs are being issued.
  • Hispanic media budgets are being cut or not growing.
  • Hispanic consumer purchases are down (e.g., lower sales at independent grocers).
  • New Hispanic marketing programs are being tabled.

The most common explanation I’m hearing for this slowdown is the political environment, or the “Trump Effect.” While I’ve seen this cause cited, it is more of a theme that captures multiple issues. It includes issues such as increased fear of deportation among Hispanic immigrants and reduced immigration into the U.S. from Mexico and Central America due to the building of the “wall.” These political issues are impacting the sentiment in corporate America around the Hispanic consumer market. Many companies are concerned the market is stagnant. Others might be worried about getting too much unwanted attention by making big investments in the Hispanic ma

While I do not disagree with the existence of this so-called “Trump Effect,” I think there is something deeper happening. I see this shift as “The Total Market Effect.”

I am not the first person to identify the “The Total Market Effect.” It’s the result of a more than five-year-old industry shift embracing the “Total Market Approach” by the U.S. marketing industry. Major brands have moved beyond talking about “Total Market” to implementing the broad tenets of this approach. I have often offered an alternative interpretation of the validity of Total Market approach while the industry has largely embraced a simplified version that integrates all marketing efforts, effectively reducing separate multicultural or Hispanic-only programs.

The shifting demographics in the U.S. Hispanic market have only helped to accelerate the acceptance of the Total Market Approach. According to the latest Geoscape GIS data, 46% of the U.S. Hispanic population is highly acculturated. Half of Hispanics are Millennials and Gen Z. The argument is simple: a young, acculturated Hispanic population is best reached via a Total Market Approach.

As with so many other major changes in the economy, it is the combination of the Trump Effect and the Total Market Effect that is really at the root of the Hispanic marketing slowdown we’re all experiencing. These trends are feeding off each other. Using another analogy, I think this is an over-correction. As with any challenge, this is an opportunity savvy marketers can exploit.

Your Editor Asks: Will marketers make THE difference?