También Somos AMERICANOS We are also Americans P R I N T O N L I N E D I G I TA L R A D I O V I D E O
PUBLISHER S NOTE Helping Newcomers become Americans Latino immigrants represent today's best prospect of a nation created by immigrants. The "Americanos" universe is young and committed to succeed; constitutes a community of 55 million people whom, soon enough, will be one third of the country's total population. They are 10.7 million families with a buying power of $1.5 trillion. They are the most dynamic segment of American demographics. Their political influence is growing at the impressive pace of 1.1 million new voters a year. In these times of internal and international extremisms and turbulences, the Latino community has proven their compromise with the United States of America fundamental goals and traditional values. Of course some of them face several major challenges: around 10% do not have a legal immigration status; one in four live in poverty. And there are other barriers like language and education. And there is where También Somos AMERICANOS comes in. Our mission is to help newcomers become Americans. Understanding and supporting their cultural roots, we have worked for almost 2 years now with clear agenda of immigrant integration. Our high quality editorial content and multi-platform media programs offer marketers access to an audience that has been neglected by the --so called, mainstream Media. We believe that supporting Latino immigrants pursuit of their particular American Dream there will be plenty of great business opportunities for everybody. Join us. César Romero
Media kit 2015 DraftA 2_Media Kit 2014 12/4/14 1:27 PM Página 3 CIRCULATION & DISTRIBU TION U.S. Latino 2015: 55,000,000 2050: 133,000,000 Yes, one third of the nation will be Latino Print distributes more than 50,000 magazines monthly. We deliver (B2B) 42,000 to our loyal, influential subscribers from California (35%) to New York (7%); from Texas (15%) to Illinois (5%); from Washington (6%) to North Carolina (4%). More than 7,000 copies are placed at universities and Latino umbrella organizations an and 8,000 copies are placed in high-traffic waiting rooms at over 75 Latin American Consulates in the country. MEDIA KIT 2015 También Somos Digital Edition Distributes more than 40,000 magazines monthly. Plus our robust website presence. We deliver directly to our digital readers computers, tables and mobile devices trough our select digital subscription system. We concentrate in the most influential and affluent readership among the younger and technologically savy audience. From that we have developed a reader profile, which could be defined with very few words, like: leadership and trendsetter. AMERICANOS Radio With 2 programs a month, we have over a year in the Digital radio universe with a solid presence in the most important plattforms in this format. Circulation audit in progress. The Circulation Verification Council s (CVC) is in the process to audit our circulation to provide confidence that all copies are distributed as promoted. Meanwhile we will gladly provide you with all information which will substantiate our circulation and digital audience.
OUR READERS También Somos AMERICANOS readers are young and committed to succeed. The average yearly household income (HHI) of a También Somos AMERICANOS reader is $66,000, larger than the Latino average. The average permanence in the country of a También Somos AMERICANOS reader is 19 years. Over seventy percent own their own home. HHI $50,000 $99,999 38.6% $100,000 $149,999 16.2% $150,000 + 12.9% Median HHI $66,479 Gender Average Age Male 48% Female 52% 18-24 23% 25-34 31% 35-44 22% 45-54 14% 55+ 10% Avg Age 37 Median Age 39 Marital status Homeownership Country / Region of birth Married Not Married 39% 61% 69% (2 above the national average, 17 over the Latino average). United States 48% Mexico 26% Central America & Caribe 11 % South America 6% Other 9% Source: Politáctica Summer 2013 / Subscriber study. Our readers are loyal. They actively turn to También Somos AMERICANOS for trusted information. Eighty-seven percent of our readers rate También Somos AMERICANOS either excellent or good. Our readers spend, on average 43 minutes reading También Somos AMERICANOS. También Somos AMERICANOS readers respond and retain. Advertising in También Somos AMERICANOS makes an impact. Seventeen percent of our subscribers accessed an advertiser s website after seeing them in our pages. Eighty-one percent frequently purchase products or services seen from ads in También Somos AMERICANOS. Our magazine is a reference for the community. Beyond the Immigration Reform debate, También Somos AMERICANOS is deeply committed to strengthening the fabric of America through high quality and easy to get stories about the practical side of the integrations process. Sources: Politáctica January 2012 and Varela y Asociados June 2013.
The forgotten treasure, Latinos & Immigrants Nowadays Latinos are visible everywhere, but mostly at the school the average U.S. born Latino is 18, and at a workplace, they have the highest labor-force participation rate (nearly 67%) of any American demographic group. The United States has always been a nation of immigrants. Still, with over 40 million foreign born population, has the lead in the world. In this century the 55 million Latino community, two thirds of them American born, will be the pillar to the nation's future. Around three quarters of the 40 million foreign-born persons now living in the U. S. arrived originally from Latin America (mostly Mexico). Likewise, it is correct to say that the vast majority of Latinos have a direct and strong link with a father, mother or close relative that is a newcomer. There are 7.2 million families with mix immigration status. As demonstrated in the last Presidential election, Latinos and immigration are part of the same story. The future of America will be the future of their Americanos. Entrepreneurialship and small business are their strengths Immigrants started 28 percent of all new U.S. businesses in 2011, employing 1 in 10 U.S. workers. Immigrant-owned small businesses employed an estimated 4.7 million people and generated an estimated $776 billion in receipts in 2007. Over the past two decades, immigrants made up 30 percent of the growth in small business creation Over past decade, immigrants made up half of home purchases in the largest markets around the country. Immigrants founded 18 percent of 2010 Fortune 500 companies, creating jobs for 3.6 million people. When including immigrants and their children, the number of Fortune 500 companies with immigrant roots jumps to 40 percent, employing more than 10 million people. Sources: Get the Facts: Immigrants and the Economy - Five Reasons Why the U.S. Economy Needs Immigrants. Americas Society/Council of The Americas, 2013.
También Somos Americanos readers are a huge and attractive market Latino purchasing power is $1.3 trillion and, according to the University of Georgia's Selig Center, will top $1.5 trillion by 2015. Latinos are now by far the country's biggest minority-market segment. And it should not be a surprise to anybody. The economics are simple: Latinos spur demand. Seventy percent of the nation's gross domestic product is fueled by consumer spending. That means the Latino population, large, growing and increasingly prosperous will play a key role in America's economic future (WSJ). 1 in 6 Americans is now a Hispanic Latino population has increased by more than 52% since 2000. In the same period, the non-latino white population grew less than 2% and blacks by 14%. Hispanic population accounted for more than half of the 27.3 million increase in the total U.S. population. The size of the U.S. Hispanic population worldwide ranked 2nd, as of 2010. Only Mexico (112 million) had a larger Hispanic population than the United States. Hispanics are the Fastest-Growing U.S. population. Even with the current immigration rate of zero, by the end of this decade, there will be 66 million Latinos living in the U.S. There are more Latinos in the U.S. than Canadians in Canada or Spaniards in Spain. The U.S. Hispanic market ranks as the third largest Latin American economy behind Brazil and Mexico. In the near future, America's Latino market would be the 11th-largest economy in the world just below France, Italy and Mexico, and above South Korea, Spain and Indonesia. At $20,400 per capita, Latino America's purchasing power already exceeds the GDP per capita of all four BRIC countries Brazil, Russia, India and China. Hispanic-owned businesses generated $350.7 billion in sales in 2007, up 58 percent compared with 2002. In 2007, businesses owned by people of Mexican origin accounted for 45.8 percent of Hispanic-owned businesses. Latinos are younger: their median age is 27 Every 30 seconds, a Hispanic turns 18 years old. Every week, 21,000 Latinos will be old enough to vote. 1.1 million Latino youths will turn 18 each year for the next 20 years. Politicians may see 1.1 million new voters a year, but business owners see 1.1 million new workers with a strong work ethic. As this year Latinos represent about 39% of California population, becoming the largest segment in the most populated state in the nation. The Hispanic labor force grew by 53 percent from 2000 to 2010 -- the largest increase of any segment. Hispanic kids make up 23% of the 17 & under U.S. population (over 17 million). This is a 39% increase in 10 years. Sixty-five percent of U.S. Hispanics are Millenials, ages 22 to 35.
Latinos are the new American Middle Class They are Americanos because most of them come from a continent already named América (The Western Hemisphere). Therefore, the new Americans develop longer relationships with the brands and products they are introduced to their integration process. 10.7 million Hispanic family households in the U.S. Latino disposable income projected to nearly triple in a 15 year period (+173% 2005-2020); that s more than double the non-hispanic growth rate during the same period (+82%). Source: IHS Global Insight 2011 Hispanic Market Monitor. 1 in 5 teens is of Hispanic decent. By 2020 the Hispanic teen population is expected to grow 62 percent. Hispanic households are larger than non-hispanic households, 3.3 persons versus 2.4 persons. Hispanics spend more than non-hispanics in groceries, telephone services, furniture, men s and boys apparel. Also children s clothing and footwear. Also, Latinos spend a higher proportion of their money on food (groceries and restaurants), housing, utilities, and transportation, and about the same as non-latinos on housekeeping supplies, furniture, appliances, women s and girls clothing, and personal care products and services. They are the backbone of the home industry. Immigrants, who represented about 13% of the country s population, accounted for 39% of net growth in homeowners between 2000 and 2010 (in California the rate was 82%, in New York 65% and in cities like Chicago, almost 100%). The expansion of foreign-born ownership demand was vital for keeping the slump from being even worse, the Mortagage Bankers said. Latinos have a stronger need to communicate At 33.5 million individuals, the U.S. Hispanic online market continues to grow at an explosive level. 26.8% of Hispanic internet users spent six hours or more on social media sites, versus only 8.5% of total internet users. 78 percent use the Internet as their main information source, even more than television. 86 percent of U.S. Hispanics have a high-speed Internet connection in their homes. Hispanic mobile users who are bilingual are 39% more likely to own a smartphone compared to an average mobile user. Source: Selig Center. Among our readers Owner or partner of a business 18% Holds a managerial/ professional position 21% Has a college or post-graduate degree 42% Sources: Politáctica January 2012 and Varela y Asociados March 2013
Circulation & Distribution Latino market, a nationwide phenomenon Latino demographic power, 55 million people. They are young and determined to succeed. (By 2050 will be 132.8 million. Hispanics will constitute 30 percent of the U.S. population). Arizona, California, Colorado, Florida, Illinois, New Jersey, New York and Texas have over 1 million Latinos, each. 14 largest U.S. Hispanic groups by origin 1 Mexicans 33,539,000 2 Puerto Ricans 4,916,000 3 Salvadorans 1,952,000 4 Cubans 1,889,000 5 Dominicans 1,528,000 6 Guatemalans 1,216,000 7 Colombians 989,000 8 Spaniards 707,000 9 Hondurans 702,000 10 Ecuadorians 645,000 11 Peruvians 556,000 12 Nicaraguans 395,000 13 Venezuelans 259,000 14 Argentineans 242,000 Sources: 2011 American Community Survey (1% IPUMS sample). 2011 U.S. Hispanic Population -- 51,927,000 Arizona, California, Colorado, Florida, Illinois, Nueva Jersey, Nueva York and Texas have more 1,000,000 Latinos, each. The top 10 largest Latinomarkets are: California ( $253 billion), Texas ($175 billion), Florida ($101 billion), Nueva York ($76 billion), Illinois ($43 billion), Nueva Jersey ($3 billion), Arizona ( $31 billion ), Colorado ($21 billion), New Mexico ($18 billion) and Georgia ($15 billion). Circulation & Distribution 201,600 TOTAL MONTHLY READERSHIP FOR AMERICANOS Digital The future is now. También Somos AMERICANOS Digital edition works for our readers. With a rate of 4.2 readers for one magazine distributed by e-mail, También Somos AMERICANOS takes the lead in the transition to digital media. 50,000 BtoB direct circulation among the largest markets in the country También Somos AMERICANOS publishes in Spanish because it is the language Latinos trusts the most. More than eight-in-ten (82%) Latino adults say they speak Spanish, and nearly all (95%) say it is important for future generations to continue to do so. In fact, the majority of Hispanics (59 percent) claim to speak Spanish "all the time", with another third saying they speak Spanish at least half of the time. Only four percent of Hispanics claim to never speak Spanish, according to Market Segment Research. U.S. residents 5 and older who spoke Spanish at home in 2010 was 37 million or 75.1%. Those who "hablan español" constituted 12.8 percent of U.S. residents 5 and older. More than half of these Spanish speakers spoke English very well.
The new life is digital The Conversation about Immigrant integration starts at www.tambiensomosamericanos.com We can t help but brag about our digital platform, that of course also includes video and audio. They reflect our commitment to deliver hard-hitting journalism combined with informative, useful and entertaining features. But there s so much more. Several exciting sections that cover everything from food to health, photo, movies, and calendar listings, financial advise, and the list goes on and on. We Reach Our Readers When They Are On The Go with our mobile digital presence También Somos AMERICANOS Digital edition was born ready for ipad and other mobile devices. 19% of También Somos AMERICANOS monthly visits are generated on mobile devices. 45,000 downloads in every edition. También Somos AMERICANOS digital Radio, YouTube Channel and interactive edition are a perfect match for our already successful social networks as Facebook and Twitter. Editorial Map 2015 January. Money and politics. Financial and formal education, two smart investments for everybody. The new political map toward the 2016 presidential election. What will the parties do with the Latino vote? February. Love and Immigration. Sex, health and education: three priorities for a better life. The (new) immigration system; how to navigate it. The 7.2 million families with a mix immigration status. March. Fashion and beauty. The new role models. Healthy food. Preparing for the University (academics and monies). April. The Future issue. Toward a Latino U.S. How Latinos will prepare for being one third of the nation's population; from prison of classrooms? Trend and worries. The Latino market in the global economy. May. Women s world. The Super moms! (Mothers Day). Women empowerment from childhood to College: prejudices and the opportunities. Women and politics. Is the U.S. ready for its first female President? June. Travel on a budget. Fun for the whole family. When the kids leave home (school? Job? New family?). Best practices and challenges. Real Estate: A real opportunity: 10.7 million Latino households, only 6 million homeowners. July. Technology & Education issue. Wireless communication, here and abroad. Education online, is it good for me? August. Back to school issue. Education, as investment. The academic challenges and opportunities for an immigrant son (daughter). From hard work to smart work, best practices. September. Immigrant integration issue. First generation in America; the owner manual. Is the south (Latin America) good for vacation and retirement? How Latinos become Americans. Saving to retire in the south. October The (good) health issue. From administrate illness to prevent it, learning to stay resilient. Drugs, nature and vices, the wise choice. November. The holidays issue. The best presents: Saving for emergencies and the future. The best gadgets of the season: for whom and for what. The immigrant relation with the financial system: how-to-survive it. December. Holidays in the new home. Immigrants old and new traditions. Prepare for the cold. The year s balance. (Financial, family and fun).
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