Total Media Coverage for Minnesota’s Latino Market
Media Kit 2010
Media Kit
“LCN Media, more than a Latino media company, is a professional multimedia company that happens to be owned by Latinos.” Total circulation of Latino Communications Network’s publications: 45,000 weekly.
Latino Communications Network Chronology of a successful multimedia company
2000
Formed in April 2000, Latino Communications Network began operations by brokering newspaper ads for market leading Latino newspapers and managing the Spanish-language yellow pages, the Minnesota Hispanic Directory. Later that year, we also launched Vida y Sabor, Minnesota’s first Latino entertainment magazine.
2002
In 2002, the company merged with Nuestra Gente, Minnesota’s largest all-Spanish newspaper. The newspaper’s publisher, Juan Carlos Alanis, became Latino Communications Vice President & Production Manager, and the name of the paper was changed to Gente de Minnesota.
2003
Having built a base of small-business and corporate clients, by 2003, we realized that our clients were interested in services beyond print advertising. To meet this need, we partnered with several local events groups to offer event sponsorships and create independent events. In addition, we added a direct mail list to our list of products in the fall of 2003.
2004
Our staff and space needs made us look for a more appropriate facility--one that reflected our expectations for continued growth. We were offered the second floor of Plaza Verde, a re-development project by Neighborhood Development Corporation (NDC) and Latino Economic Development Center (LEDC).
2005
LCN had always looked for ways to expand our media and marketing services to remain the most effective way to reach Minnesota’s Latino community. In partnership with Davidson Media, on November 1st of 2005, in partnership with David Media, we launched “La Invasora 1400”. Clients and friends saw this as a great opportunity for LCN, in a field that was underserved.
2006
LCN opened the year with a great surprise for the community. After months of negotiations, we acquired “La Prensa de Minnesota,” the most respected Latino newspaper in the region. Revamped as a fully bilingual publication for the bi-cultural reader, the new “La Prensa” started circulation at the end of February.
The Minnesota Latino Market Latinos by the numbers
Population Growth In the 1990s, the US Census predicted that by the year 2025, Latinos would be the nation’s biggest minority group. By 2000, this was already the case. In 2000, the US Census reported that 143,381 Latinos were living in Minnesota. The Census Department estimated that by 2015 Minnesota would have a Latino population of 150,000. However, in 2002, they published an updated report that estimated the population to be 158,752, already eight years and 8,000 people ahead of their earlier projection. An updated report shows a population of 175,000 in 2004; those numbers show an increase that’s also reflected nationally. It was forecasted that Latinos would the biggest minority group by 2025. By 2000, this was already the case. Today, prominent Latino organizations and businesses directly serving the Latino community of Minnesota estimate the actual population to be closer to 250,000-300,000. These numbers have also been used by some local authorities, such as some city governments, on multiple occasions. Why such a difference? Government agencies tend to be on the conservative side and do not always take into account the undercount caused by undocumented Latinos who do not participate in Census reports. They also do not have the advantage of being directly connected to the community and speaking with recently-arrived immigrants on a daily basis, thereby making it more difficult for them to detect growth. These numbers are reflected in household ownership, school registration information, and in the recent establishment by two Latino governments-- Mexico and Ecuador--of consular representation in Minnesota. These two communities are the largest among Minnesota’s Latino community. One of the most important facts gleaned from the 2000 Census was the impressive 168 percent growth rate of the Latino population in Minnesota, which put the state in the TOP 10 in the nation for Latino growth rates.
Population at a Glance * *Based on census information
Ethnicity Percentage of MN’s Latino Population Mexican Puerto Rican Cuban Other
Where do Latinos live?
66.7% Minneapolis/St Paul 4.6 % Twin Cities Suburbs 1.8 % Greater Minnesota 26.9%
37% 37% 26%
$736
Estimated buying power of Latinos in the US.
$3.99 billion
Estimated buying power of Latinos in Minnesota as of 2006.
$39.3 thousand
Average income of the Latino household in the Mpls/St. Paul area.
8.8%
Annual growth rate of Latino buying power nationwide. Compared to 4.9% for nonLatinos.
billion
118%
Population increase for Latinos 1990-2010 . Compared to 14.8% for non-Latinos.
547%
Rate of growth of Latino buying power in Minnesota 1990-2005.
3.3
Average number of persons in the Latino household. Compared to 2.4 for nonLatinos.
48%
Percentage of Latino homeowners.
60%
Percentage of Latinos in Minnesota born in the US, another 8% are naturalized.
Latinos spend more than non-Latinos on groceries, telephone services, furniture, small appliances, children’s clothing, and footwear. Latinos spend a higher percentage of their income on restaurants, housing, vehicle purchases, gasoline and motor oil (Source: Selig Center).
Clients & Testimonials
“The multiple services offered by Latino Communication provided us with the opportunity to reach and stay informed about a distinct and important part of our community, not effectively reached with traditional media. “ Ben Lopez, Vice President of Community Affairs US BANK “My business and marketability have been greatly increased through Gente de Minnesota and El Directorio Hispano. The holiday ads in the newspaper have been especially effective. In the last four years I’ve been working with them, I’ve watched Latino Communications grow dramatically. Jose Carlos Gracia, Sales Luther Toyota “LCN’ has helped the Minnesota Twins connect with the Latino community through their publications and market insight. We are looking forward to continuing and growing our partnership.” Nancy O’Brien, Advertising Director Minnesota Twins “Since 1997 La Prensa and Gente de Minnesota have been the most reliable way to develop familiarity with the Latino community. I credit my relationship with LCN for my constant annual growth in sales. Alex Treviño, Sales Manager Polar Chevrolet Mazda “Mi experiencia con la revista Vida y Sabor fue satisfactoria he recibido muchas llamadas y tambien los precios son bastante razonables y el servicio que me brindaron fue muy bueno.” Jose Soto, Dueño Almacenes Marias, Chicago, IL “The Hispanic Directory is a wonderful resource to utilize to reach the Latino community.” Debora Alexander, Diversity Recruiter Hennepin County Human Resources Dept.
Vida y Sabor Effective January 2010
[ Profile ] Founded: August 2000 Publisher: Juan Carlos Alanis Website: vidaysabor.com Frequency: Weekly Publishing day: Friday Format: Tabloid Size: 10.5”x12.5”
The Latino alternative weekly in Minnesota
Circulation: 15,000 copies Rack distribution: 15,000 Coverage: Twin Cities Metro Circ. Audited by: CAC Page Count: 24-32 Language: 100% Spanish
> Editorial mission -To serve the young reader with educational and entertaining content. -To provide information about the Latino scene in Minnesota. -To function as a catalyst for social and human relations within the young Latino crowd.
Member since 1999
> Target reader: -The growing Latino population between the ages of 18-30, 75% of whom are Mexican. -90% prefer Spanish, 50% are bicultural -A favorite of young Latinas.
[ Deadlines ]
> Readership 52,500 (estimated 3.5 readers per copy)
Space Reservation: Wednesday 6 pm Materials submission: Friday 6 pm Classifieds: Friday 6 pm Fax ads hardcopies to: 612-729-5999 Email ads to: ads@lcnmedia.com JPG, PSD, AIs, PDFs & EPSs preferred
> Highest circulation rate -VyS has the highest pick up rate of any Latino publication in Minnesota.
[ Modular Advertising]
[ Rates ] > Modular Rates for ROP (Net)
B/W Color Full Page $1,200 $1500 1/2 Page $ 630 $ 788 1/3 Page $ 420 $ 525 1/4 Page $ 330 $ 413 1/6 Page $ 220 $ 275 1/8 Page $ 173 $ 216 1/12 Page $ 120 $ 150 Agencies add 15%
> Rates for Classifieds Col-inch: Same pricing as B/W ROP > Open Rates for FSIs (Inserts): Per 1000s: $100 (Min 5K) > Premium Placement: Add 10%
[ Frequency Discounts ]
6-12 Weeks 13-25 Weeks 25-51 Weeks 52+ Weeks Prepayment
5% 10% 15% 20% 5%
The following table shows the most common ad prices and sizes: Modular Ad Prices BW/Color Open 6-12x 13-25x 26-51x 52+ Full $1,200 $1,500 $1,140 $1,425 $1,080 $1,350 $1,020 $1,275 $960 $1,200 1/2 $630 $788 $599 $748 $567 $709 $536 $669 $504 $630 1/3 $420 $525 $399 $499 $378 $473 $357 $446 $336 $420 1/4 $330 $413 $314 $392 $297 $371 $281 $351 $264 $330 1/6 $220 $275 $209 $261 $198 $248 $187 $234 $176 $220 1/8 $173 $216 $164 $205 $155 $194 $147 $183 $138 $173 1/12 $120 $150 $114 $143 $108 $135 $102 $128 $96 $120 Please note: above rates are NET “per insertion”, don’t include prepay discounts
Modular Ad Sizes A1 Full Page: B1 1/2 Vertical: B2 1/2 Horizontal: C1 1/3 Vertical C2 1/3 Horizontal: D1 1/4 Vertical: D2 1/4 Horizontal: D3 1/4 Columnal: E1 1/6 Vertical: E2 1/6 Horizontal: F1 1/8 Vertical: F2 1/8 Horizontal: G1 1/12 Horizontal:
9.65”x11.50” 4.67”x11.50” 9.65”x 5.67” 3.06”x11.50” 9.50”x 3.73” 4.67”x 5.67” 9.50”x 2.76” 2.26”x11.00” 4.67”x 3.73” 9.50”x 1.79” 2.26”x 5.67” 4.67”x 2.76” 4.67”x 1.79”
A1
B1 B2
D1
F1
D2
F2
D3
G1
C1
E1
C2
E2
19 years serving the Latino Community!
La Prensa/Gente de Minnesota Effective January 2010
[ Profile ] The Leading Latino Newspaper in Minnesota
Now included with La Prensa de MN > Editorial mission -La Prensa de Minnesota covers issues key to the Latino community and the community at large through reliable, analytical content and an innovative, community approach. > Target reader: -First/second generation Latino immigrants, ages 21-54. -75% are Mexican -90% prefer Spanish
Founded: 1991 Publisher: Juan Carlos Alanis Website: laprensa-mn.com Frequency: Weekly Publishing day: Friday Format: Tabloid Size: 10.5”x12.5” > Bicultural/ Bilingual -A bridge between communities since 1991. WWW.LAPRENSA -MN.COM MINNEAPOLIS
SUMARIO Irán y la energ ía nuclear, un cuent o con un final Iran and nucleaincierto power: a story r uncertain endingwith an
AL 5 DE MARZO,
2006 \ VOL. XVI \ N° 705
INTERNACIONAL
¿Por qué Min nesota? Why M
NACIONAL
Space Reservation: Friday 6 pm Materials submission: Monday 5 pm Classifieds: Tuesday 5 pm Fax ads hardcopies to: 612-729-5999 Email ads to: ads@lcnmedia.com JPG, PSD, AIs, PDFs & EPSs preferred
PG 12
Durmiendo Con Chávez Sleeping with Cháve z PG 8
MN - 2006: Trabajadores indocumenta protagonistasdos, no invitados pero MN - 2006: Undocumented workers, uninvit ed guests to a politica l race
[ Rates ]
LOCAL
> Modular Rates for ROP (Net) Full Page $1,944 1/2 Page $1,020 1/3 Page $ 680 1/4 Page $ 510 1/6 Page $ 340 1/8 Page $ 255 1/12 Page $ 170 Agencies add 15% Add $300 Add $150 Add $ 75
> Premium Placement: Minimum 1/4 Page Add 10% > Open Rates for FSIs (Inserts): Per 1000s: $100 Minimum Qty: 5000 Max Size: 10”x12” > Open Rates for Classifieds Col-inch: Local Net: $20 National Net: $24 > Classified Column Size: 1 Column = 1.80” 4 Columns = 7.57” 2 Columns = 3.72” 5 Columns = 9.50” 3 Columns = 5.65”
January: Review of the Year January: Person of the Year May: Cinco de Mayo August: La Prensa Anniversary September: Primaries 2008 November: Presidential Elections 2008
[ Deadlines ]
innesota?
PG 14
¿Hay esperanza? Is there hope?
ECONOMIA
> Color Process Fees Full Page: 1/2 Page: 1/4 Page & >
23 DE FEBRERO
[ Special Editions ]
Una Publicación de Latino Communications Network Minneapolis MN 612-729-5900
> Readership 55,000 (estimated 3.5 readers per copy)
Circulation: 15,000 copies Rack distribution: 15,000 Free Distribution Coverage: Twin Cities Metro Page Count: 24-32 Languaje: 100% Spanish
PG 10
Quinto Festival anual de teatro enfocado en la mujer Fifth Annual Politica Theater Festival l Focuses on Wome n
CULTURA
PG 25
[ Frequency Discounts ]
L to R: Jesse Bethke Gomez, Susana de León, David in Minnesota’s halls Spencer, Gloria of power at the Contreras State Capitol / en los corredores del Edin and Angel Morales stand poder en el Capitol io Estatal.
6-12 Weeks 5% 26-51 Weeks 15% 13-25 Weeks 10% 52+ Weeks 20% Pre-payment 5% extra discount
[ Modular Advertising]
The following table shows the most common ad prices and sizes: Modular Ad Prices Open 6-12x 13-25x 26-51x Full $1,944 $1,847 $1,743 $1,652 1/2 $1,020 $969 $918 $867 1/3 $680 $646 $612 $578 1/4 $510 $485 $459 $434 1/6 $340 $323 $306 $289 1/8 $255 $242 $230 $217 1/12 $170 $162 $153 $145
52+ $1,555 $816 $544 $408 $272 $204 $136
Please note: above rates are NET “per insertion”, don’t include color fees or prepay discounts
Modular Ad Sizes A1 Full Page: B1 1/2 Vertical: B2 1/2 Horizontal: C1 1/3 Vertical C2 1/3 Horizontal: D1 1/4 Vertical: D2 1/4 Horizontal: D3 1/4 Columnal: E1 1/6 Vertical: E2 1/6 Horizontal: F1 1/8 Vertical: F2 1/8 Horizontal: G1 1/12 Horizontal:
9.65”x11.50” 4.67”x11.50” 9.65”x 5.67” 3.06”x11.50” 9.50”x 3.73” 4.67”x 5.67” 9.50”x 2.76” 2.26”x11.00” 4.67”x 3.73” 9.50”x 1.79” 2.26”x 5.67” 4.67”x 2.76” 4.67”x 1.79”
A1
B1 B2
D1
F1
D2
F2
D3
G1
C1
E1
C2
E2
Celebrating 10 years of serving our Community!
MN Hispanic Directoy 2010
Effective January 2010
[ Profile ] Founded: May 2000 Website: directoriodeminnesota.com Frequency: Yearly Publishing day: June 15th Format: Booklet Size: 6”x9.4”
The guide for the Latino family in Minnesota > Mission -To provide useful and accurate information to our community. > Target reader: -The Latino family residing in the Twin Cities area.
20,000 copies 100,000+
Coverage: Circ. Audited by: Page Count: Language:
Twin Cities Metro n/a 180 100% Spanish
[ Rates ] > Rates Glossy Pages
> Reach 150,000+ readers a year.
Circulation: Digital readers:
Full Page (6”x9.4”) Double Page Back Cover Front Inside Cover Back Inside Cover
Color $3,900 $7,800 $9,450 $6,000 $5,200
> Rates Yellow Section
[ Deadlines ] Space Reservation: March 15th Materials submission: March 30th Email ads to: ads@lcn media.com PSDs. AIs, PDFs & EPSs preferred
[ Sponsorship opportunities ] Platinum Sponsor: $9,750 Gold Plus Sponsor: $7,500 Gold Sponsor: $5,500
Logo on Cover, Glossy, Placement & Listings Logo on Cover, Double Yellow, Placement & Listings Logo on Cover, Yellow Page, Placement & Listings
LATINOS Minnesota Magazine > Mission -Bring entertainment and information about pop culture to Latinos in minnesota.
> Target reader: -The Latino younger reading, interested in urban life, fashion, and today’s topics.
Dble.Truck Full Page, 5.25”x8.50” 1/2 Page, 5.25”x4.25” 1/4 Page, 2.60”x4.25”
> Special Services Ad-veritorial, 1 Page Ad-veritorial, 2 Pages Enhance Listing:
B/W $3,366 $1,870 $1,075 $ 610
Color $3,816 $2,120 $1,220 $ 690
$ 700 $1,200 $ 100
> Premium Placement: Add 10%
NEW! Starting April 2010. > What can you expect to find in Latinos: -Music -Technology -Health -Videogames -Celebrities -Tourism -Relations -Homes -Local eventos -Special reports
[ Deadlines ]
Other Markets available for advertising: Ohio: Cinicinnati • Dayton • Columbus • Cleveland Michigan: Detroit Kentucky: Louisville • Lexington Tennessee: Nashville Georgia: Atlanta Ask your rep for multimarket rates
Modular advertising sizes and prices by frecuency Modular Ad Prices Sizes Open 4x Inside Front cover 8.25”x10.75” N/A N/A Inside Back cover N/A N/A Back Cover N/A N/A Page 3 N/A N/A Full $1,700 $1,500 1/2 3.5”x10.25” $925 $800 1/3 2.5”x10.75” $850 $725 1/4 3.5”x5” $525 $450 1/8 3.5”x2.4” $275 $250
8x $1,600 $1,500 $1,600 $1,600 $1,350 $725 $700 $425 $225
Please note: above rates are NET “per insertion”, don’t include prepay discounts
12x $1,500 $1,400 $1,550 $1,500 $1,200 $650 $650 $400 $200
Production 2010 Calendar Issue Date Dateline April 2 May 7 June 4 July 2 August 6 Sept 3 October 8 Nov 5 Dec 3
March 22 April 26 May 24 June 21 July 26 August 23 Sept 27 October 25 Nov 22
We are ready to reach your audience with new media!
Internet Advertising [ Web site advertising ]
www.laprensademn.com
www.gentedeminnesota.com
[ Profile ]
www.lainvasora1400.com
www.vidaysabor.com
[ On-Line Advertising Monthly Rates ]
The internet plays a very important role in our world, and for Latinos it has become a vital way of communicating and keeping in touch with friends and families, without borders or limits. After only one year of operation, we are receiving close to 10,000 unique visitors a month on each site, growing exponentially month by month. Latinos are definitely a growing presence on the Internet.
Size (pixels) Button Square Full Banner Vertical Banner Sky Scrapper
120x90 120x120 468x240 120x240 120x600
H ome Page HP+Channel $100 $150 $200 $200 $250
$150 $200 $250 $250 $300
* Ask for size (kb) limitations and rich media capabilities.
[ E-newsletter Advertising ] [ E-newsletter Advertising Rates ] Reach people directly in their mailboxes with our weekly email blasts. Each week 5000+ emails are sent twice with the latest digital copy of our publications along with useful information about upcoming activities, events and other promotions. Rates: Weekly Monthly -Any size ad plus link, once/week $75 $250 -Any size ad plus link, twice/week $125 $400
[ Digital Edition Advertising ] [ Digital Edition Advertising Rates ] Our interactive digital editions of our newspapers complement perfectly every advertising campaign. Reach a greater audience with no geographic limitations. All printed ads are included for FREE in the digital edition. Add a link to your side from your digital ad for just: $75/week. Ads in just the digital edition are half price of the regular rate.
Covering the metro area with the hottest Latino music!
Radio “La Invasora” [ Profile ]
“Invading your senses with the best music” > Mission -To entertain our community with the best music variety and radio shows. -To serve and support the growth of our community with reliable information. -To become the radio outlet of choice for companies interested in reaching Minnesota’s Latino community. > Target listener: -Hispanics A18-49, where more than 50% are in the 18-30 range. > Coverage Map According to FCC signal records, our signal can be heard as shown:
Station: La Invasora Frequency: 1400 am & 1470am Call letters: KMNV-AM & KMNQ-AM Availability: 24/7 Format: Mexican Regional Target Listener: Hispanics A18-49 Coverage: >50% are A18-30
[ Current Rates ]
General Manager: Karla Ortiz DMA: Minneapolis/St Paul MN Main features: Morning Rush: 6am-12am Mid-day Show: 12am-1pm Afternoon Drive: 3pm-7pm Evening Show: 7pm-12am
All rates are NET. Good through December 31, 2010
> 30 Second Spots
> 60 Second Spots
M-F M-F M-Su Sat Sun
6am -7pm 7pm-12m 6am-12m 7am-7pm 8am-5pm
Day parted: M-F 6am-10am M-F 10am-3pm M-F 3pm-7pm
$50 $40 $40 $35 $30
M-F M-F M-Su Sat Sun
6am -7pm 7pm-12m 6am-12m 7am-7pm 8am-5pm
$40 $30 $30 $25 $20
$60 $50 $60
Day parted: M-F 6am-10am M-F 10am-3pm M-F 3pm-7pm
$50 $40 $50
Recording Fees: “La Invasora” would gladly produce high quality radio spots for a $150 recording fee. Includes translation, production & talent. This service has no fees with 3+ months contracts (limited).
[ Promotional Opportunities ] One Hour Live Broadcast on Location Include: -20 promotional announcements of 15 sec. -Three 120 seconds cuts-in from your business. -Live mentions -Giveaways such as CDs, key chains, tshirts
$1500 plus $100 talent fee
Sponsorships opportunities: There are several ways to promote your brand or business in “La Invasora” shows, ask your rep for options that start as low as $200/week.
What is the“Mexican Regional” music format? The world of Hispanic/Latino music involves many different genres and styles, Latin music is as varied as the cultures of the 20 plus countries that speak Spanish as their mother language. At “La Invasora” 1400am and 1470am, we have decided to focus on the “Mexican Regional” genre, which is proven to be the most popular and succesful nationwide, mainly because it serves the 75% of Latinos in the USA, who are of Mexican roots. The “Mexican Regional” genre includes: Ranchera:
Usually performed by mariachis, popular in central Mexico. Norteña: Accordion music played in the northern part of Mexico. Texana: Norteña music with a Texan twist, still in Spanish. Cumbia: Colombian original, was quickly adopted in Mexico. Banda: Based on wind instruments, the genre is from northwestern Mexico. Boleros: Slow and rhythmically simple romantic ballads. Duranguense: Music with roots in the northern state of Durango.
Events, Marketing & More... Event Marketing As the Latino community continues to grow and develop so do the methods of marketing to this group of valuable consumers. Gone are the days when one ad placement before Cinco de Mayo or during Hispanic Heritage month was considered effective marketing to Latinos. Simply put, even an ad in a Spanish newspaper every single week will not guarantee that a company will attract Latino consumers. Minnesota’s Latino community has grown much more sophisticated and competition to earn their business has increased. By using a combination of traditional advertising and such new, alternative ways of reach Latino consumers as event marketing, your business will stand out from your competitors. Several large festivals and events that offer great sponsorship and exhibit opportunities already exist within Minnesota’s Latino community. They include: -Cinco de Mayo (May) -Lake Street Festival 2008 (June) -Día de Independencia / Mexican Independence Day (September) -Hispanic Heritage Month (September / October) -Miss “Vida y Sabor” (November)
Latino Networking Events
For several years now Latino Communications has been hosting Latino professional networking events in order to bring together diverse members of the Latino professional world. These members of the community work in diverse professions and live throughout the Twin Cities Metro Area. Our networking nights are by-invitation-only events. Our networking list includes LCN clients and professionals who have signed up for the list through our website. Others may also be referred by clients and participants. The list is circulated through many corporations’ in-house Latino networking groups including Wells Fargo, American Express, US Bank, and Medtronic. If you would like to receive your invitation, please sign up at our home page (www.lcnmedia.com). Registration and attendance are free. Sponsorship opportunities are available. Co-sponsors pay only $300 per event to give a 10-minute presentation. They also can provide company literature, exhibit product demos and are included on the invitation.
Customized Solutions We pride ourselves on offering the most effective ways to reach Minnesota’s Latino community. Along with the services we provide, we are always willing to work with you to develop new communications means and vehicles to help accomplish your goals.
1516 E. Lake St. #200 Minneapolis MN 55407 Phone 612-729-5900 Fax: 612-729-5999 info@lcnmedia.com
www.lcnmedia.com