Latino Lubbock Magazine Celebrating It's Sweet 16!
BY AMARIS GARCIA FOR LATINO LUBBOCK MAGAZINE
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espite the challenges of COVID-19 Latino Lubbock Magazine continues to be available to Lubbock and 26 rural communities, as well as in limited areas of Midland & Odessa. Part of that reason is because of the passion and tenacity of its founder and owner - Christy MartinezCHRISTY Garcia, who MARTINEZ-GARCIA continues to demonstrate that she is the heartbeat of Latino Lubbock Magazine and has been since its inception in 2006. As the pandemic continued into its third year, Christy continues to work on the business end of Latino Lubbock Magazine having becoming HUB certified, achieving an LLC, and is now working on becoming certified as a Minority Business Enterprise, as well as a Woman-Owned business. "It's been a roller coaster. Just when we see the light at the end of the tunnel, this pandemic and its variants have stopped, slowed or halted the direction which we're headed," said Martinez-Garcia, explaining that she is continuing working from her home office and limiting the number of events that she and her staff cover. "Now, is when we're counting on our readers to keep us informed and share photos of events they're holding," she said adding that the public can even submit events to their online calendar. You may recall that last year when the Covid surge was at its peak, she kept her readers and social media followers on informed - sharing factual news and information about the pandemic. No doubt that Christy is strong. She was influenced by her grandparents. She grew up next door to her grandfather Don Juan Martinez, as well as grandparents Juan E. & Frances Castro in the Arnett Benson neighborhood. Daily she visited her Grandma Castro who was very
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important to her. She also said her of topics. This frustrated her because in resilience of multi-generations. She Grandfather Martinez influenced and her previous job she saw first-hand the believes it is very representational of impacted her life in many significant positive contribution of Hispanics and the things the Hispanic community ways but one thing he told her has the role they held in impacting national has withstood. She said the butterfly represents her continued journey as always stuck with her. decisions. "First God, then family, and never, "I wanted to showcase the contributions well. "The butterfly impels me," Martineznever forget your community," is what of Hispanics to Lubbock. Having her grandfather would tell her. worked with media, print seemed the Garcia said. "I'm passionate about my community and when you love what you Martinez-Garcia said she had her best platform to do so," she said. calling when she received her first More so, her own upbringing and do it seems easy, but it is also driven by camera at the age of 10 years-old, being surrounded by many active faith and that spirit of community. And for Christmas, and she began taking Hispanic role models drove her to like the Monarch that takes flight on its pictures of everything. Soon she began assure that her own daughter Amaris journey from one region to the next, pretending to hold mock interviews in Garcia and generations following and arrives at its destination despite front of the bathroom mirror. would take pride in the footprint left all obstacles, I wanted to emulate such Her father Jose J. Martinez was an by their families in their contribution tenacity. I'm so blessed to get to do avid newspaper reader and attended to Lubbock. Thus, Latino Lubbock what I do." She said she is grateful to her husband college while she and her siblings Magazine was born. were in elementary school and always She began to conceptualize the Frank and her daughter Amaris for instilled the importance of reading from publication. Holding one-on-one’s, always supporting this journey. More a young age. She said she got her gift of focus groups, doing research, interviews so she said that she is grateful to her gab from her mother Janie Castañeda, as well as preparing all necessary readers and advertisers. "We are blessed to have such dedicated who could sell anything. Their influence business requirements to get the and supportive readers. Our advertisers led to her future career. make it possible for the publication to At 18, she began working as remain free, and our readers fuel our a sales representative at West passion,” she said. Texas Hispanic News for the Martinez-Garcia discussed progress late Ernest F. Barton, who for Hispanics in the area sharing that died in 2018, and served as her she had begun seeing some inclusion mentor, before transitioning into and positive recognition for Hispanics writing for the publication. She in the Lubbock community, but the did this while she attended Texas current administration and other factors Tech University. She would go have hindered that progress. on to get a public relations and "I don’t feel like we are where we marketing degree. should be, and we must continue to She worked as a Public remind officials to be more inclusive Information Officer (PIO) for of us, and not believe that one person the City of Lubbock, serving in can serve as our mouth piece," said many capacities and volunteering Martinez-Garcia. to take on many projects to learn “We must continue to shake at the and connect with all citizens. “My hems of our community representatives goal was to put a face on what is and hold these representatives more often considered to be a faceless accountable when they don’t seek out bureaucracy,” she said. our input or depend on the voice of one Christy did other work but was also committed to public service. publication going. Hispanic to speak for us all.” She strives to be objective in her role Eventually, she would land a dream The first issue of Latino Lubbock job as the assistant vice president of Magazine was published in January as the publisher of Latino Lubbock communications for National Council 2007 and was created in the guest Magazine. “I was asked why I am not of La Raza (NCLR) in Washington D.C. room of Martinez-Garcia's home. She more political. As someone in media I She met many people and experienced printed 5,000 issues and placed them must remain objective. My role is to so much, more so she learned of many around Lubbock and quickly ran out in give Latinos a publication reflective resources. However, the job's schedule the first week. The immediate demand of them that they can take pride in; and commute time were taking away for more copies of Latino Lubbock and, the community a tool for better from valuable time with her husband Magazine inspired her. The publication understanding and creating dialogue.” Despite reaching her 16-year mark, and daughter, eventually, she decided now has 100,000 readers monthly and to relocate back to Lubbock. can be found in Lubbock and 28 rural Christy said she the industry continues to change, and she recognizes that Upon her return, she noticed that communities. local news outlets often did not report Christy said Latino Lubbock Magazine Latino Lubbock Magazine has had to positive news about the Hispanic uses the Monarch butterfly in the have a more digital presence, which she community or include them as experts publication because it symbolizes was glad that she begin a slow migration Visit us online at www.latinolubbock.net
in 2019 - especially during this covid crisis, explaining that their website saw a 500% increase in unique impressions, as such is now offering digital advertising as well. She said that she was glad that she relocated her office because with the COVID-19 pandemic she might not have survived keeping her doors open. "We now meet by appointment still utilize Zoom, and particpate in smaller gatherings. Also, we receive a lot of our news and leads through email and our website so its been a blessing." “We are striving to continue growing our digital footprint and continue to be passionate and reflect more current daily news,” she said adding that her website is a great source along with her social media pages such as Facebook and Instagram. She balances Latino Lubbock Magazine and Los Hermanos Familia, a nonprofit 501 (c)(3) organization that she founded, keeps her extremely busy. In addition, she serves as the host of the Latino Lubbock Update that she appears on each Thursday on KLBK’s Trends & Friends. Christy is preparing to launch a podcast in the near future. She also continues to serve on the board of National Association of Hispanic Publication (NAHP) influencing the direction of print and digital media in her industry. In 2019, she also propelled her publication to a new level when she was recognized as the NAHP's 2019 Latina Publisher of the Year! Martinez-Garcia said that 2020-21 were a challenge, but she took every opportunity to grow and assured that the publication will continue to strive despite the pandemic. “We’re passionate about the Latino community. We know our passion is a common thread that many Hispanics posses and we hope to share new stories and cover new events, as well as sustain our traditional readers and dedicated followers, while growing our audience.” "We're excited to continue to grow as we achieve SWEET 16!" “Thank you! We're optimistic that God will continue to propel Latino Lubbock Magazine so we can further empower our community.” Visit www.latinolubbock.net or like us on facebook.com/LatinoLubbock
