Robert Gordillo, author of the zip2save.com Hispanic business plan.
By Nancy Lane
President, zip2save.com & Suburban Newspapers of America
Note: Much of the information contained in this article was produced by Robert Gordillo,
author of the zip2save.com Hispanic business plan.
The U.S. Hispanic market is now over 46.9 million in population with purchasing
power slated to clear $1 trillion in 2010. U.S. Hispanic purchasing power has grown
at a rapid pace, more than doubling over the past two 10 year periods and has grown
100% since 2000, far outpacing that of non-Hispanic spending.
Many markets served by community media companies have a significant Hispanic population
but few are able to reach this growing audience in an effective way. Those community
media companies that want to do a better job reaching the Hispanic community in
their markets should consider the hiring or contracting of Hispanic journalists
and sales executives. A Spanish language option on your web site is also a terrific
idea (although translation issues can be tricky). And be supportive of organizations
and events that are organized by the Hispanic community (and be sure to cover them
in print and online).
A unique opportunity exists to reach the Hispanic community in your market via the
mobile device. Consider this research that shows that Hispanics are ahead of the
curve when it comes to mobile (source: M: Metrics):
- Approximately 71% of English-speaking Hispanics are engaged with mobile content
vs. the markets average of 48%
- Hispanic cell phone users skew younger (18-34 age group comprises 51.5% of the total
Hispanic mobile population compared with 31% for the entire U.S. mobile population)
- Hispanics are more inclined to access news and information via mobile browser —
at 18.8%, compared with 9.6% for all subscribers (we know that these numbers are
currently increasing dramatically)
- The pattern of above-average, active, engaged usage of mobile content is present
in nearly all activities — ringtone purchases, photo messaging, trading video
and frequently using mobile phones to access a wide array of news and information
services.
There is a tremendous opportunity awaiting companies looking to enter the mobile
arena targeting the U.S. Hispanic market.
zip2save.com is excited to announce the launch of Spanish language on the site and
a major Hispanic media sales effort. See related press release below:
zip2save.com to Launch Hispanic Media Sales Effort
Robert Gordillo to Lead National Hispanic Sales & Media Relations
May 21, 2010 — zip2save.com, the national advertising circulars, deals, coupons,
and travel specials Web site, is announcing a Hispanic media sales effort to provide
Spanish-speaking consumers instant access to online circulars, deals, coupons and
more through a Spanish language option on the site.
Robert Gordillo has been contracted to launch national Hispanic sales and media
relations efforts for zip2save.com. Mr. Gordillo has more than 15 years experience
as a multimedia advertising professional in general market and Spanish language
media, both with agencies and media organizations, including Spanish language print,
television, and online media.
“We are thrilled to be working with Mr. Gordillo and fortunate to have someone with
his extensive Hispanic media and advertising background leading this effort,” said
Nancy Lane, president of zip2save.com. “zip2save.com is entering the Hispanic market
because it is an underserved target for shopping sites and, in particular, mobile
advertising which will be a prominent part of the zip2save.com model going forward.”
Mr. Gordillo will oversee all aspects of the Hispanic marketing plan, including
national sales and securing Hispanic media partners, a key element to the zip2save
model. “The Spanish language zip2save.com feature will provide a new and robust
online advertising option that will help Hispanic media organizations add to their
internet media mix without the hurdles of initial start up costs, Web site creation,
and ongoing maintenance. It is a tremendous opportunity for media partners to instantly
broaden their advertising revenue base, reaching consumers with new media assets
that have very specific appeal,” said Gordillo.
The Spanish language feature is expected to go live on zip2save.com in early June
2010, and the first Hispanic media partners should be up and running closely thereafter.
For additional information, please contact Robert Gordillo at 866-451-5567.
zip2save.com represents an unprecedented newspaper industry-wide effort, as more
than a thousand community newspapers and local niche publications from across the
United States joined forces last fall to launch this advertiser- and consumer-friendly
site, in partnership with Suburban Newspapers of America (SNA) affiliate LocalPoint
Media and Metroland Media Group.