This Week in Miami, Magazine Publishers of America Will Host 2nd Annual...

This Week in Miami, Magazine Publishers of America Will Host 2nd Annual Hispanic Magazine Summit

Last year’s success prompts the return of the summit to South Florida


New York, NY–(HISPANIC PR WIRE)–June 26, 2006–Magazine Publishers of America (MPA) will host the Hispanic Magazine Summit at Miami’s Palms South Beach Hotel this Wednesday and Thursday, June 28 and 29.

“We are holding this conference for several reasons: We want to bring key players in the community together providing original research, case studies and best business practices. We also want to move the advertising needle for Hispanic magazines. There have been remarkable demographic, economic and political gains in the Hispanic community over the last 10 years, but it has not been reflected in magazine advertising spending. Magazines get 4 percent of total media spending compared to 17 percent for the general market,” said Charles McCullagh, MPA Senior Vice President, Membership Services.

As the Hispanic market continues to grow, it is important for advertisers to identify new ways to reach this audience. Magazine publishers, ad agencies and clients will be attending this high-powered, research-based conference which will focus on the most vital questions facing the Hispanic magazine community. Key issues that will be addressed include measurement and accountability, the maximization of multi-platform revenues and strategies to increase advertising dollars.

Sponsors of this year’s event include Simmons, Marketing y Medios, Latinvision, Hispanic PR Wire, Mediamark Research Inc., and Editorial Televisa.

Discussions led by top-level executives, client panels, plus presentations of new and original readership research, will measure demographic and psychographic preferences inside the Hispanic marketplace, identify accountability across relevant sectors, and explore ways of increasing advertising budgets dedicated to the Hispanic magazine market.

Chaired by Jackie Hernandez-Fallous, Publisher of People en Español, sponsored by MPA, and with strong support from a who’s-who of the Hispanic magazine community, this Summit will be the first to feature independent third-party research addressing these key readership issues.

Some of the key panelists include:

— Manny Gonzalez, VP/Managing Director, Hill Holliday Hispanic/Abecé,

— Rafael Corral, Senior Market Research Manager, Kellogg Company

— Marcos Baer, Publisher, Portada,

— Joe Zubizarreta, Chief Operations Officer, Zubi Advertising,

— Ken Deutsch, Media Director of Grupo Gallegos

— Gary Bonilla, Vice President Strategic Services Director, Winglatino

— Isabella Sánchez, Vice President, Director of Media Services, Tapestry

— Betty Cortina, Editorial Director, Latina Media Ventures

— Manny Fernandez, Multicultural Marketing Director, JCPenney Co.

This year’s Summit will not only focus on demographics, but also will address Hispanic magazines’ role in shaping the future of American media. The best business strategies, case studies and success stories affecting the industry today will be unveiled.

For the complete agenda and to register, please consult:

REGISTRATION FEES (hotel not included)

MPA/ASME Member $725

Nonmember $1025

Advertiser/Agency $525


Registration fees are nontransferable to another event. Excluding a processing fee of $50, full refunds will be granted if written requests are received by MPA on or prior to Friday, June 16, 2006. No refunds will be granted thereafter. Verbal cancellations will not be accepted. If a registration form is received by fax or mail without payment, and subsequently canceled, you will be invoiced the appropriate amount.


Contact the MPA Events Department.

Phone: 212.872.3755

Fax: 212.371.3165



Wednesday, June 28

3:00 pm – 8:00 pm Registration

6:00 pm – 8:00 pm Welcome Reception (sponsored by Mediamark Research Inc.)

Network with a unique group of publishers, advertisers, agency executives, researchers, and other media professionals poolside in South Beach.

Thursday, June 29

8:00 am – 5:00 pm Registration

7:45 am – 8:45 am Continental Breakfast (sponsored by Editorial Televisa)

8:45 am – 5:00 pm General Sessions (see below for highlights)

12:30 pm – 1:30 pm Networking Lunch (sponsored by Simmons)

5:00 pm – 7:00 pm Closing Reception (sponsored by Adweek’s Marketing y Medios)


Manny Gonzalez, VP/Managing Director, Hill Holliday Hispanic/abecé, shows how to turn raw data into powerful selling information as this session introduces opportunities that syndicated tools offer. You will hear updates from Julian Baim, Chief Research Officer, MRI, and William Engel, Co-Chief Executive Officer, Simmons.


Knowing exactly what advertisers expect from magazines as well as anticipating how their needs can change is crucial to your magazine’s sucess. Jackie Hernandez-Fallous, Publisher of People en Español, leads a panel in addressing strategies that will improve the business in measurable ways. Panelists include Rafael Corral, Senior Market Research Manager, Kellogg Company; Mary Beth Berkson, Group Media Manager, Unilever HPC; Manny Fernandez, Multicultural Marketing Director, JCPenney; and Joyce Mullins-Jackson, U.S. Leader of Market Segmentation, Avon Products, Inc.


Kimberly Casiano, President of Casiano Communications Inc. and a member of the Ford Motor Company Board of Directors, will end the morning discussing the key issues to corporate America when it comes to the Hispanic market and sharing lessons learned from Ford’s ventures.


Rudy Rodriguez, Director, Multicultural Marketing at General Mills, will close the day revealing how General Mills established its brand in the Hispanic market and how the company measures its effectiveness.


Marcos Baer, Publisher, Portada, will reveal research that he has conducted that will show key areas for advertising growth.


Hear case studies throughout the day on proven business strategies in this unique and fast-growing market. Speakers include Joe Zubizarreta, Chief Operations Officer, Zubi Advertising, who will disclose an advertising case study; Jaime Gamboa, Founder and Publisher, Tu Ciudad, talks about the launch of Tu Ciudad and how to reach the upscale Hispanic; Federico Kogan, Managing Director of Cuatro Media, Inc., will discuss the challenges of launching Fox Sports en Español through newspaper distribution; and Daniel Marrero will provide a Volkswagon case study.


How can your business develop a multi-platform content strategy? Both old and new magazines make shelf and subscription sales with powerful marketing plans in place. You need to know how to extend the power of magazines to strengthen your title as a brand. Media Director of Grupo Gallegos Ken Deutsch moderates a discussion between some of the industry’s most experienced marketers including Gary Bonilla, Vice President Strategic Services Director, WINGLATINO; Margarita Flores, Senior Director, Sales Development and Community Relations; and Isabella Sánchez, Vice President, Managing Director, Tapestry.


Elena Marroquin, Vice President, Director of Strategy at Tapestry, identifies the most important demographic and financial issues facing Hispanic magazines and how they will be affected by advertising, research and digital trends.


Wayne Eadie, Senior Vice President of Research, Magazine Publishers of America, and Lou Lopez, Vice President, Diversity, Synovate, Inc., will share a progress update on new research—conducted for the Hispanic Magazine Coalition, which consists of publishers and associations—that sheds light on how Hispanic magazines can increase their share of media spending.


What kind of content retains and makes your audience grow? Is it in-depth features or bite-sized updates? Human interest journalism or celebrity gossip sensationalism? Do readers prefer Spanish or English? Get candid insight from professionals in a can’t-miss discussion on specific ways to increase reader engagement. Angelo Figueroa, Editorial Director, Tu Ciudad will moderate a panel including Johanna Buchholtz-Torres, Editor-in-Chief, Siempre Mujer; Juan Manuel Cortes, Editor and Publisher, TVyNovelas; and Betty Cortina, Editorial Director, Latina Media Ventures.


What can magazines learn from other media that target the Hispanic market? What successful strategies have they used to increase advertising share? Find out in a session with Laurel Wentz, International and Multicultural Editor, Advertising Age; Peter Blacker, Senior Vice President, Digital Media, Telemundo Network; Mark Lopez, Publisher, AOL Latino; and John Santiago, Co-CEO and Co-Founder, Media 8 Digital Marketing

About MPA

Magazine Publishers of America (MPA) is the industry association for consumer magazines. Established in 1919, the MPA represents more than 240 domestic publishing companies with approximately 1,400 titles, more than 80 international companies and more than 100 associate members. Staffed by magazine industry specialists, the MPA is headquartered in New York City, with an office of government affairs in Washington, DC.

This Week in Miami, Magazine Publishers of America Will Host 2nd Annual Hispanic Magazine Summit