Hispanic Enterprise - February/March 2008 - (Page 55)

tant to USHCC’s mission. “Women are the male and 40 percent male. Another goal fastest-growing segment of business enof the new leadership is to attract the 18trepreneurship,” he says. “We have to do 24 year old demographic. Viewers are bicultural, bilingual and both Hispanic and our part to pat our own people on the back non-Hispanic. for their success.” Ortiz says they get emails from nonLast year, the show underwent stafﬁng Hispanics who love the program, ﬁnd it changes and now has in place a new team informative and enjoy the stories. “We’re made up of 12 employees, nine of them targeting anyone desiring to have a betproducers scattered across the country. ter ear for the Hispanic community. It’s Their vision, according to Ortiz, is to increase their reach while showcasing Hisnot a show only Hispanics would enjoy,” panic accomplishments, inspiring Hispanshe says. ic entrepreneurs and providing resources The future, according to Ortiz, also needed to succeed in business. involves covering more Hispanic groups. “We want to identify stories that “We have almost every country represented here, across the nation. We want are inspirational; people who were immigrants and tapped into the American to make sure we cover all Latinos.” For —ERICA ORTIZ, HOST AND dream, and how they did it,” Martinez example, “go to Idaho and see what the CO-PRODUCER OF says. “I want the Hispanic parent sitting Hispanic story is there.” There are also on the couch to say, ‘We can do that.’” plans to start submitting content for HISPANICS TODAY One of the changes the new team intelevision industry awards, something troduced was a website—www.hispanicsthat was never been done in the past. today.com—that was planned for launch in February. Now view- “We have some great exclusive stories,” Ortiz says. ers can see segments online and submit story ideas and feedback, “It’s the only show of its kind,” Martinez agrees. That’s bewhich is one of the ways Ortiz says they measure the show’s suc- cause it’s the only English-language show targeting Hispanics cess. Martinez says they’re also exploring other platforms, such that airs exclusively on major networks, other than Univision, as podcasts to increase availability. Telemundo and Azteca. Hispanics Today is ﬁnanced through corporate sponsorBoth Martinez and Ortiz agree there is a need for syndiships. Show advertisers include Toyota, Progressive Insurance cated programming that highlights positive Hispanic news and and New York Life, while Nissan is one of the web sponsors. stories you don’t hear every day on traditional media outlets. They’re all national sponsors, according to Ortiz. Past advertis- It’s the goal of the team to convey those stories through the ers include General Motors, Wal-Mart and The Home Depot. show. In fact, Martinez encourages chamber members to help The audience is currently 25-54 years old, 60 percent fe- identify success stories. * “WE’RE TARGETING ANYONE DESIRING TO HAVE A BETTER EAR FOR THE HISPANIC COMMUNITY. IT’S NOT A SHOW ONLY HISPANICS WOULD ENJOY.” On set, Erica Ortiz, host of Hispanics Today HISPANIC ENTERPRISE February/March 2008 55

Table of Contents Feed for the Digital Edition of Hispanic Enterprise - February/March 2008

Hispanic Enterprise - February/March 2008 Contents Briefcase: BIZBUZZ: Business Briefs Briefcase: Trendsetters Briefcase: BIZTECH: Virtually Meeting BizLife: Travel: Madrid's New Attraction Q & A: Mi Case es su Casa Hispanic Commerce: The Agenda Cover Story: The Top 50 Corporations for Supplier Diversity Technology: Hispanic Web 2.0 Success & Motivation: Sweetening the Deal Politics & Government: The Rescue Generation Managing: The Method Franchising: The Hispanic Face of Franchising Chamber Focus: It's Showtime Movers & Shakers: Open for Business Finance & Investing: Getting Your 401(K) on Target

Hispanic Enterprise - February/March 2008

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