Volume 8, Number 57
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Latino Books Into
Movie Awards
July 15, 2010
In this issue
Latinas want beauty marketers to speak their language
UNITED STATES HISPANIC CHAMBER OF COMMERCE
APPLAUDS WHITE HOUSE INTERAGENCY TASK FORCE ON
SMALL BUSINESS
History in the Making: The 13th Annual Los Angeles Latino Book
& Family Festival will feature 100 Latino Authors & Artistsy
Immigration Insights: Twice Weekly Insights Into This Important
Issue
More Hispanic Representation Needed in the Federal
Government and Corporate America
National Latino "Shining Star" To Address Latino Business
Chamber of Greater Los Angeles
More Events for your consideration
Issue quote
"Our passions shape our books; repose writes
them in the intervals." ~Proust, The Past
Recaptured, 1927
If you find a quote you like let me know. I will be happy to send to our
8,800 plus Hispanic advertising and media executives & give you a plug for
sending it!
Our Goal
Latino Print Network's goal with each issue is for you to say at
least once "Glad I learned that".
Hispanic Marketing Podcasts
Use and download free HM101 Podcasts. These are good for
sales staff, editorial writers, and fiscal officers. The podcasts

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This is a GREAT new awards
designed to help more Latino
themed movies be produced
and distributed. Please share
this information with others.
cover short insightful aspects of Hispanic marketing and the
American Hispanic community. Over 50 national media,
marketing and community leaders provide you with their
personal insights. These are good for staff meetings, bringing
new staff up to speed, and to relearn old ideas to better
manage our current businesses.
Abrazos,

Latino Books Into Kirk Whisler

Movie Awards Executive Editor

760-434-1223

Click Here for More Info kirk@whisler.com

Dear Readers & Writers,

We are also pleased to announce a new

awards competition to be held under the
auspices of the International Latino Book
Awards: The Latino Books into Movies
Awards. Many of us would love to see
more movies being produced that star Hispanic Zip Profile USA offers you a totally different
Latinos and feature Latino themes. way to market to Latinos. Not merely the number of
Realizing that many movies start with a Latinos in a zip code and a few basic characteristics,
but over a thousand pieces of GREAT data. For example
great book, Latino Literacy Now has
target Hispanics by five comprehensive levels of
created a second competition within the
language skills with the detailed LPN Spanish Index.
framework of its International Latino Book
Call Kirk at 760-434-1223 for more information.
Awards: the Latino Books Into Movies
Awards

The awards will be presented on the

weekend of October 9-10, 2010 during the
Los Angeles Latino Book & Family
Festival (www.LBFF.us), another Latino
Literacy Now program, that takes place
annually at California State University, Los
Angeles.
Judges for these awards will include
screenwriters, producers, and other
entertainment industry professionals.
Winning books will be distributed to
Latinas want beauty marketers to
speak their language
Recent research from Mintel suggests that Hispanic women
feel underrepresented in the beauty and personal care aisle.
Over half of survey respondents said they would like to see
more personal care products designed just for them and 64%
would like more hair care products created specifically for
Latinas.
"It can be a very daunting task for companies to hone in on
pertinent Motion Picture Studios,
Producers, and Agents, depending on
genre.
These awards are now officially open.
Information is attached. You may also find
the information online at:
http://www.box.net/shared/lc32znu1le.
Sincerely,
Jim Sullivan
Executive Director, Latino Literacy Now
Expo Comida Latina is the
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August 14-16, 2010
Los Angeles
Convention Center
The California Hispanic
Chambers of Commerce
31st Annual Convention to
take place August 11-13,
the specific needs of their Hispanic customers," says Leylha
Ahuile, senior multicultural analyst at Mintel. "Latinas come in
a variety of shades, so a wide range of products must be
developed to cater to every pigment and hair type."
Hispanic women are especially concerned with the box or
bottle their favorite products come in. Eighty-one percent of
Latinas surveyed report that they would like to see more
personal care products with bilingual packaging. Younger
Hispanic women are more inclined to express a desire for
bilingual packaging than their older counterparts.
"Hispanic consumers often look at bilingual packaging as a
way of being acknowledged and respected by a brand, not
because they are unable to read English," notes Leylha
Ahuile. "The lack of Spanish-language packaging has the
potential to make these women feel ignored by
manufacturers."
Latina women are younger than the average US female
population, and 62% of the Hispanic female population has
yet to enter their peak earning years (35+). As a result,
Mintel believes Latina purchasing power is definitely on the
rise.
UNITED STATES HISPANIC CHAMBER
OF COMMERCE APPLAUDS WHITE
HOUSE INTERAGENCY TASK FORCE ON
SMALL BUSINESS
The United States Hispanic Chamber of Commerce (USHCC)
which represents the interests of nearly 3 million
Hispanic-owned businesses and over 200 local Hispanic
chambers of commerce nationwide, applauds the White House
Interagency Task Force on Small Business for this week's
forum - A meeting where small businesses were invited to
share their experiences and concerns with the Administration.
"With the recent executive order to establish an Interagency
Task Force to improve and increase federal contracting
opportunities for small businesses, President Obama is
emphasizing that small business really is the engine that
drives our economy" stated Javier Palomarez, President and
 2010 at the Millennium
Biltmore Hotel in
Los Angeles, CA.
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CEO of the USHCC. Dan Gordon, administrator of OMB's
Office of Federal Procurement Policy had this message for
those attending: "The president is committed to making sure
that small businesses get their fair share of federal
contracting opportunities."
Cindy Ramos-Davidson, CEO of the El Paso Hispanic Chamber
of Commerce said: "Our companies face an array of
procurement challenges as they strive to secure federal
contracts. At the Task Force Hearing, government officials
heard first-hand the frustrations of the small enterprises that
are trying to do business with them." Examples of requests by
business owners at the forum included calls for raising the
revenue threshold to remain in the Small Business
Administration's (SBA) 8(a) business development program
and increasing information technology opportunities for
Historically Underutilized Business (HUB) Zone contractors.
Palomarez added: "This effort - a Small Business Federal
Contracting Forum with top Administration officials - signifies
to our community that our concerns and suggestions do
indeed matter and that the SBA is truly committed to
designing programs that will meet the needs of entrepreneurs
as our country's economy seeks to recover. We certainly look
forward to continuing our work with the MBDA, SBA and the
President's Task Force as we aim to promote additional new
opportunities for America's small and minority-owned
businesses."
HACU's Annual Conference provides a unique forum for
the sharing of information and ideas for the best and
most promising practices in the education of Hispanics.
Visit www.hacu.net for more information and to register.
 History in the Making: The 13th Annual
Los Angeles Latino Book & Family Festival
will feature 100 Latino Authors & Artists

By Reyna Grande
The upcoming Los Angeles Latino Book & Family Festival, to
be held at Greenlee Plaza on the campus of California State
University, Los Angeles (CSULA) on the weekend of October
09-10, will feature an outstanding lineup of 100 Latino
authors & artists from different genres: Journalists such as
Pulitzer-prize winner Sonia Nazario and L.A. Times staff writer
Sam Quiñores; poets such as Juan Felipe Herrera and Luis J.
Rodriguez; contemporary writers such as Alisa Valdes-
Rodriguez, who was named "The Godmother of Chica Lit" by
Time Magazine and Crafty Chica Kathy Cano-Murillo and
Michele Serros; Literary writers such as Stella Pope Duarte
and Patricia Santana; film and TV writers/producers such as
Ligiah Villalobos (Under the Same Moon), Javier Grillo-
Marxuach (LOST) and Nely Galan (The Swan); emerging
authors such as Daniel Chacón and Alex Espinoza; and
children's book authors such as Rene Colato Lainez, Amada
Irma Perez, and Jose Luis Orozco.

Special events taking place at this year's festival include 36

panels/sessions, such as: Mixing it Up: Writers who Write in
Multiple Genres; The Children's Hour: Writing & Publishing
Books for Kids; In Focus: The Immigrant Experience in
Literature; It's Nothing Personal: Agents & Editors Tell it Like
it is; Fade In: Latinos in Tinseltown; Diáspora & Exile: Writers
from Latin America; How to Stay Alive in a Dying Industry;
and Chicano/Latino Mural Art, among others.

The festival will have a children's area and stage, featuring

several children's book authors and celebrities for story-time
as well as arts & crafts activities. The Main Stage will feature
Folklórico dance performances, singers, plays, poetry jams,
Hispanic Business
and much more.
Showcase
September 10-11, 2010 In addition, there will be a dinner reception, "Evening with the
San Diego Convention Authors", which includes music and dance performances, and
an award ceremony on Saturday October 9th at the Golden
Center Eagle Ballroom (CSULA), featuring dancing, music, and a
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keynote by Father Greg Boyle.
Edward James Olmos, actor and community activist, is the
Co-Producer of the Latino Book & Family Festival, a weekend
event that promotes literacy, culture and education in a fun
environment for the whole family. Launched in 1997 in Los
Angeles and organized by the non-profit organization Latino
Literacy Now, the LBFF has provided people of all ages and
backgrounds the opportunity to celebrate the beauty and
diversity of the multicultural communities of the United
States.
Immigration Update: Twice Weekly
Insights Into This Important Issue
DREAM Act Activists Take the
Stage in Nation's Capital
DREAM University Spotlights Hurdles
to Higher Education Experienced
by Immigrant Youth
Hundreds of young immigrant students from across the
country are gathering this month in Washington, D.C., to
pressure Congress for swift passage of the DREAM Act,
bipartisan legislation that will benefit talented undocumented
immigrant kids who yearn to attend college or serve in the
United States military.
Today, these young students will be part of the inaugural class
of the "DREAM University". The "DREAM University" is a forum
for immigrant students who yearn for higher education but
are denied access due to their immigration status. Young
participants will not have to prove citizenship status in order
to attend free lectures by educators and organizers.
"We congratulate these inspiring students for their courage
and determination to bring national awareness to their
struggle to access higher education and a fair opportunity to
succeed," said Ali Noorani, Executive Director of the National
Immigration Forum and Chair of the Reform Immigration FOR
America Campaign. "The DREAM Act is an integral component
 of comprehensive immigration reform and these young
activists are key allies of the coalition fighting to fix our
broken immigration system. "

Young immigrant students are the overlooked casualties of

the immigration debate's overheated rhetoric. They were
brought to the U.S. as children through no fault of their own,
were raised in America, educated in America and think of
themselves as Americans. Many long to earn a college degree
or serve the country in uniform but they face a dim future of
dead-end jobs because they are stuck in a paperwork trap.

The DREAM Act addresses the purgatory-like status of these

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the values of Hispanic
Publications Latino Print
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The study details through interviews and
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young immigrant students who are ready to give back to
America - their home - through hard work and service. This
bipartisan bill offers a practical solution. It defies common
sense to put higher education out of reach for hard working
immigrant students. Doing so won't force them to leave our
country-the only country they call home. It would, however
force them to remain in the underground workforce while
America is deprived of the increased economic productivity
and tax revenues provided by a better-educated workforce.
"Congress should emulate the courage of these young people,
set political gamesmanship aside and pass comprehensive
immigration reform this year" added Noorani. "Unless
Congress acts swiftly to address illegal immigration with
pragmatic and long lasting solutions, some of our best and
brightest immigrant students will have their potential cut
short. The DREAM Act guards our nation's investment in the
education of its youth, and ensures that America will reap the
benefits of those investments."

More Hispanic Representation Needed

in the Federal Government and
Corporate America

The League of United Latin American Citizens (LULAC), the

The Results of the 2010
International Latino Book
Awards - the 12th such
nation's largest and oldest Hispanic civil rights organization,
challenged the federal government and Corporate America to
appoint more Latinos to higher positions. The call to action
was made today at this year's Annual LULAC National
Convention taking place in Albuquerque July 12 - July 17.
awards, held May 25, 2010
at the Jacob Javits
Convention Center in New
York.
Click Here For The Results
If you are interested in the
Entertainment Industry, consider
joining the National Association of
Latino Independent Producers. For
10 year NALIP has helped thousands
of Latinos gain access and power
within the Entertainment Industry.
The organizations serves producers,
directors, writers, and all other behind
the camera professions. For more
information about becoming a
member click here. Regular
memberships are as low as $50 and
student memberships only $20.
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By the numbers, Latinos are the dominant minority group in
the nation, totaling more than 15 percent of the population, a
proportion that continues to grow at an unprecedented rate.
However, Hispanics account for less than 13 percent of the
total U.S. labor force and only six percent of 384 open board
positions are held by Hispanics.
According to the latest data (2008) from the U.S. Office of
Personnel Management, less than eight percent of the federal
personnel are Latino. In recent years, a number of
high-visibility initiatives have been directed to improve those
statistics, but the numbers continue to lag. Despite their
seemingly best efforts, Federal agencies have made little
progress in recruiting and retaining Hispanic employees over
the last decade.
"We plan on finding a solution to this problem and that is why
it is one of the important themes discussed at this year's
convention," said LULAC National President Rosa Rosales.
"The federal government has done poorly in the past year
resulting in this big gap. We are hoping the Obama
administration will turn things around.We also cannot expect
to sustain our economic prosperity without a corporate sector
that is more reflective of our diverse citizenry. Reversing the
dramatic under-representation of our nation's youngest and
largest ethnic population in America's corporate board rooms
must become a national priority."
Across the board, the feds have managed to achieve only 7.8
percent participation by Hispanics in the government
workforce. And the news gets worse: Hispanic men and
women today represent only 3.6 percent of individuals at
federal senior pay levels - a proportion that drops to 2.5
percent when you take political appointees out of the
calculation.
The Hispanic Association for Corporate Responsibility
Corporate Inclusion Index (CII) yearly surveys demonstrate
that Hispanics are still underrepresented on corporate boards
and upper management positions at the largest corporations
in the country. For example, Hispanics only hold 61 positions
out of the 1,281 executive and director available positions,
and Hispanics are still facing adversity in their salary when
compared to non-Hispanics. The survey shows that on
average, Hispanics are earning $12,000 less for a full-time
position.
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"Our largest and fastest minority group in the country has a
limited voice in Corporate America," said LULAC National
President Rosa Rosales. "Fortune 100 companies can not
ignore Latinos who contribute a trillion dollars in purchasing
power."
National Latino "Shining Star" To Address
Latino Business Chamber of Greater Los
Angeles
Texas political insider and member of the George W. Bush
Administration, Mark McKinnon stated "Julian Castro has a
very good chance of becoming the first Hispanic president of
the United States". This was quoted in a recent New York
Times article.
Julian Castro is a Stanford University graduate in Political
Science and a Harvard Law School Graduate in 2000. After
practicing law with a large law firm, he and his brother
Joaquin have started their own firm.
Julian's political career followed immediately after graduation.
He won his first race for a seat on the San Antonio City
Council in 2001. His next race was for the Mayor's seat in
2005 but lost in a very close race. He ran again in 2009 and
this time was elected as the Mayor of the seventh largest city
in the country, at the age of 34.
He has since conferred with President Obama and senior
White House staff on employment, energy, and other regional
and national issues. As a business owner, he will be
addressing the chamber on the role of small business in the
nation's economic recovery. He will also note the particular
importance of technology in the emerging Latino business
community.
The Latino Business Chamber of Greater Los Angeles
"LBC-GLA" will host this rising star at their "Open House"
event in their downtown offices on July 15 (634 S. Spring
Street, Los Angeles, 90014). The LBC-GLA will also open
their "Business Technology Training Center", a first of its kind
for services to chamber members.
 Verizon Regional President, Tim Mc Callion and AT&T Vice
The National Association of President Karime Sanchez Bradvica, both sponsors of the High
Hispanic Publication's José Tech Training Center, will cut the opening ribbon. The
reception begins on the first floor at 6:00 pm.
Martí Awards are the largest
Latino Media Awards More Events For Your Consideration
Click here for the 2010
Award Winners
The State of Hispanic
Print 2010
Click here for The State
of Hispanic Print power
point presentation that
Kirk Whisler gave at the
2010 NAHP Convention in
Albuquerque
For more indepth research please
call Kirk Whisler, Latino Print
Network, 760-434-1223,
kirk@whisler.com

Be sure to mark your

calendar for the NAHP 2011
Convention:

Orlando, Florida
October 12-15, 2011
 Hispanic Zip Profile USA offers
you a totally different way to
market to Latinos. Not merely the
number of Latinos in a zip code
and a few basic characteristics,
but over a thousand pieces of
GREAT data. For example target
Hispanics by five comprehensive
levels of language skills with the
detailed LPN Spanish Index. Call
Kirk at 760-434-1223 for more
information.

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August 14-16, 2010
Los Angeles
Convention Center
 Click here to see a quick
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& Shows Edward James
Olmos has been in

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August 19-25, 2010

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Hispanic Marketing 101

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