Business Editors
WASHINGTON--(BUSINESS WIRE)--Feb. 19, 2003
Some of the nation's most authoritative speakers in the publishing industry will be presenting a wide range of dynamic panels and seminars at the 2003 National Association of Hispanic Publications (NAHP) convention in Las Vegas March 19-22.
The convention will feature two tracks of in-depth seminars presented by the National Hispanic Press Foundation: editorial and design, and sales and marketing.
Highlights of the editorial and design track include:
"Syndicated Columns & Features." This panel promises to unveil some of the business secrets of syndication. Charlie Ericksen, who along with his late wife Sebastiana Mendoza and their son Hector Ericksen-Mendoza, co-founded the 24-year-old Hispanic Link News Service, will moderate the presentation. Gary Neeleman of Tribune Media Services and Hernan Guaracao of Al Dia will explain how syndicates function and how publishers can best use syndication services. The New York Times Syndicate has been invited to detail its latest product -- a new Spanish-language syndicated column.
Participants in "Finding, Training and Retaining Good Staff" will get insights into successful staffing. Mundo Hispanico's Lino Dominguez will share the secrets of his long-time successes with staff while Jose del Castillo of El Mensajero will discuss how to use the Internet to find good candidates. In the same seminar Zita Arocha will highlight a new University of Texas journalism program designed to train bicultural journalists to cover the communities they serve.
The bilingual seminar "Escribiendo Efectivamente para Atraer Lectores" or "Effective Writing to Attract Readership" is a sure bet, especially with El Tiempo Latino's Alberto Avendano as moderator. One of Al Dia's most talented journalists, Alonso Heredia, will discuss what makes for good writing, and La Opinion's editor Geraldo Lopez has also been invited. Andres Penuelas, of Total World Company, will review how to strengthen editorial writing for advertising supplements.
On the marketing side, a number of strategic seminars will be offered for this track.
With the generous support of Verizon, the Hispanic Press Foundation is pleased to offer "Audits: A Publisher's Best Friend," a seminar complementing our current campaign "Audit Means Money." Verizon Foundation executive Bob Bishop will moderate the seminar. Panelists include Certified Audits of Circulation's Mark Stoecklin and Verified Audit Circulation's T.D. Clark. They will explain an audit's role in promoting circulation and in selling ads. Circulation Verification Council and Audit Bureau of Circulation representatives are also likely to be on hand. Additionally, The Sunflower Group's Dennis Garberg will give an ad agency's view on audits; Best Buy's Marsha Lawrence will lend a large corporate advertiser's view; and La Opinion's Francisco Lozano has been invited to tell of his long-time audited member publisher's experiences.
One of the fastest-paced and exciting programs will be the Advertising Roulette Round Table. This small group discussion with ad reps, corporate media buyers and publishers will provide great insight into the industry's advertising campaigns. The panel will be moderated by La Raza's Associate Publisher Robert Armband.
Other winning marketing seminars include "Newspaper Partnerships with Large Retailers" sponsored by Kmart as well as "Selling Hispanic Print to Major Corporate Accounts" and "Advertising Sales Manager Training."
Technology will also be a strong focus of seminars in both the editorial and marketing tracks as seminars will be held on using the Web to gather news and how to best work with news distribution services.
Hispanic PR Wire President Manny Ruiz will show you the nuts and bolts of how moving your publication to the web doesn't have to be a gamble. Teaching publications how to use technology to save time and make money will be a topic of the seminar "Using Technology to Make Money." Yupi.com's George Levy will moderate the panel. Mitra Setayesh, a marketing consultant for Hispanic print, will discuss what works best in the industry. La Opinion's Mary Zerafa has also been invited to share her expertise.
Other important draws include a presentation by Eastern Group Publication's Jonathan Sanchez and Latino Journal's Jose Perez who have developed a new model for working with state legislatures and agencies to mandate and build strategic partnerships for reaching minority populations through Hispanic print. And for those looking for an in-depth seminar on key points for marketing to Hispanics -- Kirk Whisler's "60 Keys for Marketing to Hispanics" is an excellent education.
About the NAHP
Founded in 1982, the National Association of Hispanic Publications comprises of 214 member publications with a combined circulation of more than 12 million. Its member publications reach over 50 percent of Hispanic households in 55 U.S. markets on a weekly basis. The mission of the NAHP is to promote Hispanic print, the most effective medium to reach the Hispanic population. The NAHP strives to continually inform and educate the Hispanic community on social issues, educate the readership of its member publications, provide technical assistance and to improve the quality of Hispanic publication nationwide.
About the National Hispanic Press Foundation
The National Hispanic Press Foundation is the 501-c-3 educational sister organization of NAHP and its Hispanic publishers. Its mission is to build communities through excellence in publishing. The Foundation's programs include annual publication of the nation's largest and most comprehensive Hispanic scholarship directory, a national circulation audit campaign to enhance the viability of Hispanic publications, media research, scholarships, voter registration and educational programs, among others. For more information see http://www.scholarshipsforhispanics.org. For more information about the NAHP, the Hispanic Press Foundation, the convention or member publications, please visit http://www.nahponline.org or contact the NAHP/Hispanic Press Foundation at 202/662-7250.
