Late last night I came across HispanicTips.com and found it very, very useful. The fellow who runs the site made an interesting observation a few days back. He said, "I can and can’t believe the amount of stories about hispanics in smaller communities" and "hispanics have definitely spread everywhere and many places still aren't ready for them."
There are a number of firms such as Davidson Media Group, Bustos Media and Enteravision that focus on secondary and in some cases tertiary markets. This is not new and was already in motion when I wrote about Hispanic "hypergrowth" markets in Cha Cha Charlotte almost a year ago. Still, the shock does not wear off easily when Adam Schoenberg of AimTV told me that their syndicated program, LatiNation, airs in markets such as Twin Falls, South Dakota. Or the launch of a Spanish-language newspaper in St. George, Utah or the existence of a Univision affiliate in Salt Lake City. The presence of these media outlets, though, does not guarantee success in advertising and marketing to local Hispanics.
Take last weekend´s poor attendance at a Tecos-Atlas match in Nashville. Estimates of attendance ranged from two to five thousand, according to an article in the Nashville City Paper. The same article cites a release issued before the game projecting fifteen to twenty thousand seats would be filled. Oops.
¿Qué pasó? There are some reader comments to the article, which hint at some potential causes for the poor turnout. Pricey tickets, according to readers, of $41.29, $61.29 and $71.29 may have been an obstacle but Mexicans in the States routinely pay big bucks for the best seats at concerts by the likes of Juan Gabriel and Vicente Fernández.
So again - what happened? Please drop me a line if you can shed light on the matter. It strikes me as a potentially fascinating case study. Failure can be very illuminating.
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