10 Driving U.S. Hispanic Media Market

And Five to Watch

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JOE UVA

CEO, UNIVISION COMMUNICATIONS, NEW YORK

If anyone can get national advertisers to go from spending just 3% of their ad budgets to spending closer to 14%, mirroring the percentage of the U.S. population that's Hispanic, it's Mr. Uva, who started this month at a $1.15 million base salary. As president-CEO of OMD Worldwide for five years, after heading TV sales at Turner Broadcasting, he has access to the big spenders Univision craves.
Network heads come and go, but this 20-year Telemundo veteran is noteworthy for going beyond just selling ads as he helps reshape a traditional Spanish-language network into multimedia platforms. As the No. 2 player after Univision, Telemundo has to try harder and gets credit in the market for its willingness to embrace new ideas, from branded content to producing its own U.S.-themed telenovelas. STEVE MANDALA

SENIOR VP-SALES AND MARKETING, TELEMUNDO AND NBC UNIVERSAL NETWORKS, NEW YORK

EMILIO AZCARRAGA JEAN

CHAIRMAN AND PRESIDENT-CEO, GROUPO TELEVISA, MEXICO CITY


Photo credit: Keith Dannemiller
No longer Univision's biggest shareholder, this third-generation Azcarraga at the head of the world's biggest Spanish-language media group still has ambitions to grow in the U.S. After a failed bid to buy Univision, the Mexican media giant is looking elsewhere. Still in dispute: program fees for the shows Televisa produces and Univision airs, as well as U.S. digital rights.
Overseeing $750 million in media business at the two biggest multicultural media-buying units, Starcom MediaVest Group's Tapestry and 42 Degrees at MediaVest, Brazilian-born Ms. Gadsby is likened by some to the pope. All the Hispanic media owners vie for her attention. And the biggest spenders, Procter & Gamble Co. and General Motors Corp., rely on her expertise. MONICA GADSBY

CEO, SMG MULTICULTURAL, CHICAGO

JOHN PATON

CHAIRMAN-CEO, IMPREMEDIA, NEW YORK

The former Canadian newspaper editor is behind the acquisitions and digital strategy transforming ImpreMedia into the leading Latino newspaper and online publisher, even as Tribune Co.'s Hoy and Texas-based Rumbo tried and failed to build Hispanic newspaper chains. Mr. Paton bought Tribune's Hoy New York and turned it into a free Spanish-language daily, another gap he spotted in the market.
Mr. Urbina oversees a small but fast-growing Hispanic multimedia company best known for its online radio network. The November acquisition of LatCom added publications and events for Hispanic college and high-school students, and the hiring of McDonald's Corp.'s Hispanic marketing director, Rick Marroquin, as chief marketing officer last February will raise Batanga's profile as a brand and with advertisers. RAFAEL URBINA

CEO, BATANGA, CORAL GABLES, FLA.

JACKIE HERNANDEZ-FALLOUS

PUBLISHER, TIME INC.'S PEOPLE EN ESPANOL, NEW YORK

The top Hispanic magazine in both ad revenue and circulation, People en Espanol is also taking the lead in setting the multicultural digital table. E-mail alerts, which are still a rarity in the Hispanic market, go out daily to 8,500 registered users. Ms. Hernandez-Fallous is relaunching the magazine's website this month with bilingual content.
Ms. Eleta de Cacho is the most powerful advertiser in the multicultural market and a prominent attendee at the Hispanic TV upfront in May. P&G is the biggest Hispanic spender in just about every medium, and the Panama-born executive presides over it all from Puerto Rico -- P&G is the only marketer to base its U.S. Hispanic operations there -- with frequent trips to the Cincinnati headquarters. GRACIELA ELETA DE CACHO

VP-MULTICULTURAL DEVELOPMENT ORGANIZATION FOR NORTH AMERICA, PROCTER & GAMBLE CO., SAN JUAN, P.R.

PETER BLACKER

SENIOR-VP-DIGITAL MEDIA, TELEMUNDO

Less than two years after joining Telemundo from AOL Media Networks, where he was VP-multicultural and international, Mr. Blacker has created a crack digital division at a company that was way behind in the online world. He's putting Telemundo and its youth-oriented cable channel, Mun2, in the lead in creating original digital content for young Hispanics.
Like its parent TV network, Univision's website is on every online advertiser's schedule. Under Mr. Saralegui, net revenue from the internet grew to $38.3 million in 2006 from $18.1 million two years earlier. Unique visits rose 45% in the fourth quarter vs. that period in 2005. Now he's ramping up a video channel, social networking and mobile marketing. JAVIER SARALEGUI

PRESIDENT, UNIVISION ONLINE, NEW YORK




Five to Watch

PETER GLUSKER

CEO, LATINA MEDIA VENTURES

In a surprise shift, Mr. Glusker on April 17 succeeded Fabio Freyre as CEO. Mr. Glusker previously was senior VP of Viacom's Digital Media Group. Hearst Corp. veteran Cynthia Lewis also arrived, in the new post of president.
She's one of the best-known and most-respected Hispanic cable executives, but MTV has lagged in approaching the Hispanic market, finally relaunching little-known MTV en Español under Ms. Ballas Traynor as bilingual MTV Tr3s. LUCIA BALLAS TRAYNOR

GENERAL MANAGER, MTV TR3S

CHIQUI CARTAGENA

MANAGING DIRECTOR-MULTICULTURAL COMMUNICATIONS, MEREDITH INTEGRATED MARKETING

Custom publishing is a bright spot, especially at Meredith Corp. Ms. Cartagena, whose background is Hispanic print, TV and direct, has been in this new post since 2005. She's creating lively publications for major marketers such as Kellogg Co.
A leading player in Hispanic radio, Mr. Alarcon oversees 20 radio stations in seven of the top 10 Hispanic markets and added SBS's first TV station, in Florida, last year. But he faces challenges: the company's share price and earnings are down. RAUL ALARCON JR.

CHAIRMAN AND PRESIDENT-CEO, SPANISH BROADCASTING SYSTEM

ALEJANDRO BURILLO AZCARRAGA

FOUNDER, CARIBEVISION HOLDINGS


Photo credit: Alfredo Guerrero
This Azcarraga cousin, bought out and ousted from Televisa in Mexico in 1999, also has his eye on U.S. Hispanic TV. His Caribevision Holdings started with a struggling Miami TV station, and he plans to move into other heavily Hispanic U.S. cities.
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