Hispanic Market Weekly

Transcription

The Business of Reaching Hispanic Voters
WE ARE NOW CANDIDATO USA
A Letter From The Publisher
Dear Reader:
Faced with a trademark legal challenge and protracted litigation by the publishers of the newspaper and website
¨Politico,¨ we have reluctantly chosen to change the name of our publication, from “La Política” to “CandidatoUSA.”
The publishers of Politico - launched in January by Washington D.C.-based Allbritton Communications, also
owners of seven ABC television affiliates and three other news channel outlets - claim La Politica infringes on
their trademark.
The name change odyssey began, without our knowledge, on July 11 when Jim VanderHei, Politico’s co-founder and
editor, called me. He had heard of our plans to launch La Política and wanted to know more. I gave him details of
our preparations to launch an electronic trade newsletter on the business of reaching Hispanic voters. At his suggestion, we agreed to talk again after the launch of La Política on November 5 to explore avenues of collaboration
between Politico and our publication.
We did launch on November 5. But next day, instead of a call from VanderHei, we received a two-page aggressive and threatening letter from Politico’s attorney demanding that we “cease and desist” from the use of the
La Política name because they hold a registered trade mark in the term “The Politico.”
I, of course, rapidly called VanderHei and sent him the following e-mail message:
From: Arturo Villar [mailto:[email protected]]
Sent: Thursday, November 08, 2007 9:54 AM
To: '[email protected]'
Subject: Urgent; Please call me
Jim: I left you a phone message yesterday wanting to talk about La Politica.
When you called me on July 11 to inquire about La Politica, I shared our plans for the mewsletter, and we talked about
exploring ways to work together after our launch in the fall.
We did launch this past Monday, and instead I have received a letter from your attorney
We are studying the matter and we need more time to consider the business implication of your attorney's demand
Please call me at 305 785-2784 to discuss this and our cooperation plans.
Saludos, Arturo
No response from VanderHei. I later offered, to no avail, to travel to D.C. to find an amicable solution to Politico’s
complaint and our resulting predicament.
So, just at the start of what we believed would be a dedicated march towards journalistic excellence, we at
La Política have had to dedicate priceless time and resources to seek dialogue, negotiations and alternatives
under the threat of a costly lawsuit. As a result, we have given in to the power of big money and decided to
change our name to CandidatoUSA
For many of our friends, this is yet another chapter in the long history of bullying intransigence by big media companies against independent start-ups. But we are no threat to Politico. We are geared to totally different audiences.
We have offered to guarantee in any manner or form that we will not infringe on their use of that name. And we are
honorable people, as demonstrated by 10 years of independent uninterrupted weekly publication of our flagship title,
Hispanic Market Weekly.
I cannot say goodbye to La Política. Certainly not to the idea and purpose behind it. Not even good luck or good
riddance to those who deny us the right to use it.
So, with CandidatoUSA we will continue to offer our readers the why and the how of attracting the Latino voter. Our
readers, and the advertisers who want to reach them, will know we are fine, growing, thriving and dedicated to
serving them with expertise, professionalism and dignity.
There’s only six days until the next Spanish-language presidential debate, 64 days til Super Tuesday, and 48 weeks
til elections. As I write this, candidates in countless state and local elections are making plans, plotting strategies,
raising money and reaching out to Hispanic voters. The really important thing is that we will be here to tell you how
they are doing it.
Don’t miss it.
Arturo Villar
Publisher
305.448.5838
[email protected]
December 3, 2007
Vo l u m e 1
Issue 5
POLITICAL MARKETING
Candidates Look For Amigos
Enter the Latino social networking site MiGente.com and
at first glance it seems suspiciously like an online pickup joint.
Turn, however, to Senator Barack Obama's profile page and
you encounter a straightforward political appeal.
The Senator has more than 43,000 "friends." Roughly half
were added in the first week of October when the profile was
posted. Community Connect, which owns MiGente.com, also
has social networking sites for African Americans, Asian
Americans, gays and lesbians.
"Historically, politicians tend to either take these groups
for granted or overlook them completely. For me it was a
wholehearted endorsement that, not only are these groups
interested in the political dialogue, they are proactively wanting to get involved and hear from the campaign" says Kay
Madotti, marketing vice president for Community Connect. "It
really dispelled these myths that minorities may not be as
interested in the political process."
Politicians tend to either take these groups
for granted or overlook them
Peter Leyden, director of the San Francisco-based Institute
of New Politics, which recently issued a report on social networking as a campaign tool, warns candidates to ignore social
networking at their own peril.
When it comes to social networking as a campaign tool,
much of the focus has been on MySpace and Facebook, where
practically all the presidential candidates have a presence. But,
aside from MiGente, there are a number of specifically Latino
social networking sites includng MyBatanga, MyGrito as well
Highlights:
4
Univision Forum Poses Unique Challenges For
Republicans.
as MySpace en Español. All of these are smaller than MySpace
and Facebook. And on these Latino sites the presence of presidential candidates is sparser.
Obama currently has a presence at Batanga and MyGrito,
in addition to MiGente. Senators Hillary Clinton is present on
MyGrito along with another four Democratic candidates. Her
campaign plans to be up on Batanga before the end of the year.
Governor Richardson is on MySpace en Español.
Richardson’s campaign's online director, Joaquín Guerra,
strongly believes in the power of social networking. Yet Guerra also has plenty of experience of personally knocking on
doors to register voters and seek support for specific candidates. "Nothing will ever replace that person-to-person contact. That is always going to be the best form of voter contact.
this is just another tool that complements that."
It is a particularly effective way to reach young people,
says Leyden. To Clinton campaign spokesperson, Fabiola
Rodriguez-Ciampoli, they are young people who "might not
follow politics on a regular basis.”
And it is a two-way street. "We have aggregated the young
adult bilingual, bicultural Latino consumer in a pretty significant way" says Rick Marroquín, chief marketing officer of
Batanga. "And we thought it was important to offer back
to them the opportunity to interact directly with the people
seeking office."
Irene Audet owns MyGrito and this summer launched a
separate section called TuGrito that is dedicated to covering
the presidential election. Like MiGente and Batanga, candidates have a profile page and collect friends. But unlike these
two sites, TuGrito has a dedicated section where users post
political questions that are answered by presidential campaign
staff. TuGrito generates some six percent of the entire site's
monthly traffic of roughly 50,000 visitors.
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Hispanic Voter Outreach From On High
9
This Week, Wth Henry Bonilla
The December 9th Forum could prove a tough hurdle for
GOP candidates.
8
California May Split Electoral College Vote
A ballot initiative seeks to salvage some of the Golden State's
Electoral College votes.
www.CandidatoUSA.com
The Roman Catholic Church aggressively promotes
immigration reform.
Interview with former Republican Congressman Henry Bonilla
© 2007 Candidato USA, All Rights Reserved. Do Not Copy or Distribute – Obey Copyright Laws
D e ce m b e r 3 , 2 007
And even in the case of the much
larger MiGente, Obama's 43,000 friends
account for a tiny fraction of the site's
million and a half active users. But,
that's enough to attract the notice and
potential advertising interest of several
presidential campaigns as well as both
the Democratic and Republican national committees. But, no deals have been
set in stone.
Leyden argues the same is true of
social networking as a campaign tool:
"It is not a done deal. It is not a figured
out situation. It is very amorphous.
And it changes rapidly by the week."
MEDIA WATCH
Univision Forum Poses
Unique Challenges For
Republicans
The initial reluctance in September
of Republican presidential candidates to
participate in Univision's presidential
forum led to widespread criticism. But
Al Cardenas, former Florida GOP chair
and current Mitt Romney supporter,
says the charge is unfair. He insists the
campaign never told Univision they
would not attend, never even told the
network they were unlikely to attend.
"But then there was a barrage of
criticism that Republican candidates
were anti-Hispanic, that they weren't
willing to do a minority network
debate. And it just wasn't true" says
Cardenas. "For us to be labeled as not
being willing to do something or turning our backs on the Hispanic community was not only mean-spirited but
inaccurate."
Regardless of its cause, the delays
may end up working marginally in the
GOP's favor. The Univision forum will
now take place closer to the Florida pri-
mary date in January. This is convenient given that the Democratic presidential candidates are not campaigning
in Florida as part of an ongoing dispute
between the state party chapter and
national headquarters.
But the Univision forum also presents significant challenges for Republicans, especially coming hard upon the
CNN/YouTube debate when the candidates, save Senator John McCain, battled to see who could more harshly criticize existing immigration policy.
There is a lot of confusion on the
Republican side
"There is a lot of confusion on the
Republican side and primarily that
has been the result of the very hot
controversy over immigration" says
former Republican Congressman
Henry Bonilla.
Simon Rosenberg, president of the
influential Washington, D.C.-based
New Democratic Network, concurs.
"The party is fighting itself over what
is the right strategy - the Tancredo
strategy or the Bush strategy. And it
is unresolved."
For prominent Austin-based GOP
consultant Reggie Bashur, the first
step for the Republicans to secure the
Hispanic vote “is to go out and ask for
it. To go out to the community and
talk to the people and ask for it. You
got to have a dialogue before you can
ask for something."
And Spanish-language media
giant Univision is one of the best
places to go and start a dialogue with
the Hispanic community.
But, will the opening lines of that
dialogue include shrill language
on immigration?
"I would venture to say you are
going to hear the same Fred Thompson
you hear everywhere else" says Carlos
Curbelo, a consultant to the former Senator's campaign. "I do understand that
there are sensitivities attached to certain words and that all candidates
should be aware of that. But the bottom
line is to be honest, frank with the Hispanic community. To not pander."
The candidates will be happy if, as
in Univision's September Democratic
forum, the questions shift from immigration to foreign policy. Hispanics represent between eight and 10 percent of
likely Florida Republican primary voters. And this group includes a large contingent of Cuban American conservatives who will respond well to the
entirely foreseeable attacks by the candidates on Fidel Castro and Hugo Chávez.
It won't be at all difficult to get the
Republican candidates to say an
unkind word about either the Cuban or
Venezuelan president. Much harder
and much rarer will be hearing a
Republican presidential candidate
demonstrate any compassionate conservatism towards "illegals."
Rosenberg says "This is not going
to be an easy debate for them."
HISPANIC VOTER
OUTREACH
Hispanic Voter Outreach
From On High
Los Angeles Cardinal Roger
Mahony on Sunday led the 76th
annual procession in honor of the
Virgin of Guadalupe through the
streets of East Los Angeles. The theme
of this year ’s mile-long parade:
Mother without Borders: Bringing
Down the Walls of Injustice.
It’s no surprise the Los Angeles
Archdiocese picked immigration as the
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D e ce m b e r 3 , 2 007
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D e ce m b e r 3 , 2 007
theme of the procession.
Over the past year, Archbishop
Mahony has emerged nationally as an
outspoken advocate of immigration
reform. And what he says carries weight.
He heads the country’s largest archdiocese, comprising five million souls, more
than half of whom are Hispanic.
Last year, he urged his flock to disobey the harsh immigration reform bill
if it passed and was instrumental in getting thousands to turn out for massive
protest rallies. “He had a galvanizing
effect on the opposition to that bill,”
notes Kevin Appleby, director of migration and refugee policy for the U.S. Conference of Catholic Bishops.
The Catholic Church has historically held a tradition of helping immigrants, whether through providing legal
services, housing or English classes.
“We’re largely a church of immigrants
who came into a Protestant culture,”
says Thomas P. Rausch, a professor of
theological studies at Loyola Marymount University in Los Angeles. “It’s
many of our congregants.”
But since the amnesty law of 1986,
the Church has taken on immigration as
a political fight, too. It lobbies on the
issue on Capitol Hill and state legislatures, and pushes grassroots efforts in
the streets.
The Catholic Church has
stepped up to it
The Church's active stance has bolstered immigrant-rights groups, giving
them moral support and credibility.
Erique Morones, founder and president
of Border Angels, an organization that
aids migrants in the desert, recently met
with a representative of the Vatican.
"The Catholic Church has stepped up to
it," he says. "It's a very important role."
But the Sanctuary movement, in
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D e ce m b e r 3 , 2 007
which churches offer safe harbor to
unauthorized immigrants, has not
caught on in Catholic churches in recent
times. “There are legal liabilities in
that,” said Rausch, a Jesuit priest.
The Church’s liberal stance on
immigration has come with the risk of
alienating its more conservative parishioners. “It’s not been easy,” the Bishops
Conference’s Appleby said. “There are a
lot of Catholics who have disagreed
with the bishops.”
Fifty year-old Carl Braun of San
Diego is one. A founding member of the
California Minuteman movement, an
anti-immigration group, and a lifelong
Catholic, Braun has often debated immigration with priests and Church representatives at colleges. To him, the issue
is one of abiding by the law, while the
Church insists it’s one of injustice.
“The Church has really abandoned
people like me,” he said. “I’m very
unhappy that my church has chosen to
get involved on the wrong side of the
issue. I don’t think they should be
involved in politics at all.”
The Church says it’s trying to educate the more moderate swathe of its
flock to the rightness of its cause, which
it traces back to the Bible’s call for justice and protection of the weak, including “the stranger in a land.” Appleby
says: “We need that middle 30 percent.”
Others say that despite the Church's
outspoken advocacy role, its effect on
Capitol Hill has been minimal. "It gives a
kind of moral cover for the Chamber of
Commerce, for the people trying to make
money off immigration," says Roy Beck,
president of Numbers USA, an immigration-reduction group. Locally, though, he
thinks the Church has had more impact,
"There are city councils that have not
adopted more aggressive enforcement
measures against immigration."
In Oklahoma last week, Bishop
Edward Slattery of Tulsa released a
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D e ce m b e r 3 , 2 007
pastoral letter criticizing a proposed
law that would restrict the hiring of
unauthorized immigrants and their
access to government benefits, saying
it was unjust.
Also last week, the Catholic Bishops of California released a statement
calling for immigration reform that
would include improved border security and enhanced humanitarian training for border guards, compassionate
rules and practical time frames for
family reunification, and reasonable
time frames for processing applications, among other provisions.
Some critics have charged that the
Church is simply trying to fill pews
with new worshipers from Latin
America. But Church advocates say
the Church is merely serving its constituency, as is its tradition.
“The Church supported unions in
this country because that was their con-
gregants – the working class,” Rausch
says. “Immigration has really energized
the Church.”
POLITICS
California May Split
Electoral College Vote
Proponents of a move to change
the way California apportions its Electoral College votes hope to turn in
enough signatures this week to put the
measure on the June ballot.
If approved, the measure would
mean that California’s plum of 55 Electoral College votes would be awarded
on an individual basis to the top votegetter in each congressional district,
netting Electoral College votes for both
Republicans and Democrats.
Currently, the winner-takes-all system awards the bloc of 55 votes - the
most of any state in the nation - to the
statewide victor, either a Republican
or Democrat.
“We’ve got 500,000 signatures in
hand,” said Chris Wysocki, spokesman
for California Counts, the Sacramentobased group pushing the initiative.
“Our goal is to turn in a little bit over
600,000. We’re optimistic.”
The largely Republican-backed
group needs 434,000 names but is aiming higher to include provisions for
invalid signatures.
“In a state as big as California, to
award a quarter of all electoral votes to
the person who may not even get the
majority [of the popular vote] is
unfair,” Wysocki says.
One consequence of such a change
would be that the impact of Latinos’
and other minority voters’ ballots
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D e ce m b e r 3 , 2 007
would be all but lost, says Ryan
O’Donnell, spokesman for FairVote,
the Center for Voting and Democracy.
The election would be reduced to
mini-battlegrounds of swing districts,
which like swing states usually
have far fewer minority voters than
“safe” districts.
“It used to be that California was
a swing state. California is now irrelevant as well as Nevada and other
big-population
minority
states,”
O’Donnell says. “What we really need
is a national popular vote so that every
vote is counted equally.”
Wysocki says localizing the presidential election would bring more
importance to California. “Presidential
candidates come and raise money in
California, but they don’t really show
up here,” he says. “This would require
presidential candidates to spend time
in California.”
Opponents see the proposal simply as a way Republicans can net a
few more Electoral College delegates
out of a solidly Democratic state.
“The power grab is being seen for
what it is,” says Chris Lehane,
spokesman for Californians for Fair
Electoral Reform, an organization created to combat the initiative. “It’s a
loser at the ballot box."
The power grab is being seen
for what it is
California having a different system than other states would create a
“warped playing field,” O'Donnell
notes. “It’s a bad idea if you do it only
in some states because it’s partisan.”
One other state, North Carolina,
tried to implement a similar reform
with its Electoral College votes,
but the state Legislature rescinded
the measure.
Meanwhile, a movement calling for
a national popular vote is gathering
steam. Thirteen chambers of state
Legislatures have passed it so far,
O’Donnell said.
THE CONVERSATION
This Week, With
Henry Bonilla
Former Republican Representative Henry Bonilla spent fourteen
years in Congress representing southwest Texas following a career as a
broadcast journalist. He lost his seat
in the 2006 election to Democratic
opponent Ciro Rodrigues. Bonilla is
now a lobbyist and partner of the
Washington, D.C.-based Normandy
Group. He is also a supporter of Mitt
Romney for President.
When we last spoke you said the
best way to communicate to Latino
voters was to not treat them as anything other than Americans.
For the most part Hispanics who
are here, especially first, second, thirdgeneration really want to assimilate as
mainstream Americans. And they
want to maintain their closeness to
their ethnicity.
I find politicians are more successful when they speak to Hispanic Americans as if they are first and foremost
Americans. I did that and I am proud
to say that for a long, long time we
would win in areas that traditionally
Republicans had never ever come close
to winning before.
There is a subset within the Hispanic community that does want to
draw a line and say this is us against
them but that is not the majority.
You'll find a common thread
among the successful political leaders
such as President Bush, Senator John
McCain or Governor Schwarzenegger
and that is they treat Hispanic Americans as I've just described instead
of trying to pander to them or treat
them differently.
What specific advice would you
offer to like-minded candidates in
heavily Hispanic districts?
First, go there and campaign as
much as you would in any other neighborhood and don't have any fear of the
culture. Go in there and embrace the
culture and don't feel bad if you may
not speak Spanish fluently. That is not
what they are going to judge you on for
the most part, go in there and let them
know that you want to learn, you want
to embrace their communities.
Most importantly let them know
they will have a seat at the table. That's
all they generally want, nobody in this
country expects a political leader to
agree with them on everything but they
do like to be heard and especially with
the controversy over immigration continuing to burn very hot, they need
more than ever to have that communication regularly.
A couple of specifics before we
move on to the issue of immigration did you use Spanish-language media?
Did it work or not?
We did. We didn't do it as much as
we did mainstream media. We found
there was a lot of interest in them
assimilating and having communication through English-language media.
Now, I know that doesn't set well with
a lot of Spanish-language media but
that is what we found.
But I also myself did use Spanishlanguage media. I think it is good to
find a combination of both. The
Hispanic Americans that tend to vote,
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D e ce m b e r 3 , 2 007
we find historically they tend to
communicate more through Englishlanguage media.
In terms of messaging, how do you
talk about immigration and driver's
licenses without angering Hispanic
voters or making them feel there is
more to this discussion than political
rights and responsibilities?
You have to be compassionate in
your discussion. If you talk about driver's licenses, for example, you don't
want to just angrily say that you don't
want to support that. I think a lot of
times candidates aren't able to include
that compassion and those thoughtout positions. And they come across
perhaps as trite or as though they
haven't considered both sides. Alot of
times it is presentation as much as
anything else.
Going into the Univision debate on
December 9th, what advice would you
give to the Republican candidates?
For obvious reasons, the Hispanic
community debates are much more
important to the Democratic candidates because they can make a difference in primaries in the next 90 days.
This is important more for long term
support for the candidate so they can
look back a few months later and say
they laid some groundwork for the
general election.
In the CNN/YouTube debate there
was talk of 'illegals' and 'illegal
aliens.' A number of the same candidates have used terminology such as
'undocumented immigration' in the
past. Would you recommend the
Republicans use caution when it comes
to the terminology they use during the
Univision debate?
Well, I don't think there is a problem with anyone calling an illegal
alien an illegal alien. It is a sensitive,
fine line that a candidate has to straddle. But, for the most part, if you are
trying to use terminology simply to be
perceived differently and you don't
really feel it - people will see through
that. To try to change the topic or the
term undocumented alien or illegal
alien - both are accurate. It is a matter
of which one you think is more
appealing to your audience. I don't
think that is going to be the make-orbreak issue in the end.
OPINION
Candidates Should Focus
More on Small Business
Owners
By Michael L. Barrera and
David C. Lizárraga
Today’s candidates have much to
learn from the 1992 and 2004 campaigns.
A closer look at the winning candidates
from those election years will show they
wooed small business owners.
During his campaign in 1992, Bill
Clinton aligned his camp to the economy and small business community to
beat out Ross Perot and former President George H. Bush.
In 2004, President Bush honed in
on tax relief, lower health care costs
and litigation reform for small business owners. Even First Lady Laura
Bush got in on the act. She campaigned in swing states including
Minnesota and Michigan to target
women business owners.
Bush's Democratic opponent, Senator John Kerry, assembled a network
of business owners in over a dozen battleground states to court entrepreneurs.
He also supported refundable tax cred-
its for up to 50 percent.
Quite simply, the candidate that
championed the small business vote
won. Someone – anyone – should
take heed.
To date, the 2008 candidates have
talked more about issues that will hurt
small business than those that will
grow small business. We hear more
about tax hikes, limiting trade policies
and the imposition of draconian immigration laws rather than plans and policies will strengthen this nation’s entrepreneurial spirit.
News flash: Small businesses represent 99.7 of all employer firms and
employ about half of all private sector
employers. As a major generator of
jobs, small business is the backbone of
America and a strong factor in U.S. economic growth and stability.
Another oversight is that 2008
presidential candidates have yet to
woo the Hispanic business community representing 2.7 million businesses
with a projected $388 billion in revenues for 2008. The Hispanic-owned
companies are among the most successful small business owners, with
Latina-owned companies being the
fastest growing segment among all
minority-owned companies.
Address small business needs, and
we will come a-calling. Court the Hispanic business vote, and you have a
devoted voting bloc.
The presidential candidates and
their respective political parties are
committing a disservice to Americans
by their failure to outline their agenda
for entrepreneurs. We look forward to
hearing from the candidates regarding
these issues.
David C. Lizárraga is board chairman
of the United States Hispanic Chamber
of Commerce and Michael L. Barrera is
its president.
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D e ce m b e r 3 , 2 0 07
Ta b l e o f Co n t e n t s
Candidato USA
2625 Ponce de Leon Blvd., Suite 285
Coral Gables, FL 33134
Tel: 305.448.5838
Fax: 305.448.6573
POLITICAL MARKETING
Candidates Look for Amigos................................................................................................................................3
Democratic candidates befriend Hispanic voters on Latino social networking sites.
Publisher: Arturo Villar
[email protected]
Editor: Luis Clemens
[email protected]
Contributing Editor: Roberto Suro
[email protected]
MEDIA WATCH
Univision Forum Poses Unique Challenges For Republicans.........................................................................4
The upcoming Republican forum represents both opportunity and a potential pitfall.
COO-General Inquiries: John Voss
[email protected]
National Sales Manager: Brian Gingrich
[email protected]
HISPANIC VOTER OUTREACH
Hispanic Voter Outreach From On High.............................................................................................................4
The Roman Catholic Church is one of the most outspoken institutional advocates of immigration reform.
Sales & Marketing Coordinator: Dayna Levin
dlevin @candidatousa.com
Web Manager: Andrew Schwartz
[email protected]
Subscriber Services: Lorena Oriani
[email protected]
POLITICS
California May Split Electoral College Vote........................................................................................................8
A ballot initiative seeks to reapportion the Golden State's Electoral College votes.
Candidato USA is published every
Monday by Solmark Media Group, Inc.
The editors are solely responsible to their readers and
to themselves.
COPYRIGHT NOTICE:
THE CONVERSATION
This Week, Wth Henry Bonilla.............................................................................................................................9
Former Republican Congressman Henry Bonilla offers free advice on how to connect with Hispanic voters.
It is a violation of federal copyright law to reproduce or
distribute all or part of this publication or its contents by any
means. Candidato USA does not license or authorize
reproduction by subscribers or anyone else without specific
written permission. However, multiple copy or site license
subscriptions are available at substantial savings. Please
contact John Voss (jvoss@candidatousa .com) at
305.448.5838 for more information.
OPINION
Copyright 2007, Candidato USA.
Candidates Should Focus More on Small Business Owners..........................................................................10
For our editorial pledge please visit
All rights reserved.
The president and board chair of the United States Hispanic Chambers of Commerce urge the
candidates to pay greater attention to small business owners. .
11

Hispanic Market Weekly

Transcription

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