MasterCard Preps Hispanic Push (Brandweek) – MasterCard is augmenting its mass-media push with a community approach that promotes financial literacy at a grass-roots level, taking the effort into cash-driven businesses like check-cashing centers and laundromats.

Terra Relaunches its Hispanic-Targeted Broadband TV Service, Terra TV (InteractiveTV Today) – The service, which is accessed from the Terra.com portal, offers programming free-of-charge in three ’channels’: Entertainment, News and Sports.

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The Marketing of Mark Sanchez to Hispanic Fans (New York Times) – Soccer and baseball are commonly thought to be the sports with the broadest appeal to Hispanics. How popular is Sanchez in the Hispanic community, and can the Jets and the N.F.L. convert that into dollars?

Ford Targets Women Via AOL Latino, 'Essence' (Marketing Daily) – AOL Latino centers on a new Ford-branded women's destination, Tu Voz, tuvozentuvida.com, part of AOL's Latina lifestyle network, ’Tu Vida y Mas.’

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Why Social Media Is the 'Fabric' of Hispanics Online (Brandweek) – Sixty five percent of Hispanics online are now using social media, according to Manny Miravete, vp, sales and strategy, MySpace and MySpace Latino.

Agencies, Advertisers Scale Back Hispanic TV-Upfront Activities (Ad Age) – In fact, it looks as if only cable channel Fox Sports en Español and another small Spanish-language channel called V-Me will do presentations during upfront week. Almost everyone else is opting for cross-country roadshows to meet with smaller groups of agencies and clients.

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How Do Companies Fare With Spanish Service Calls? (Brandweek) – Major U.S. companies are well equipped to handle Spanish-speaking customer-service calls, a recent market research study found, but few Hispanic consumers are picking up the phone.

'Bicultural' Has Moved Beyond Simply Meaning Two Cultures (Ad Age) – As Diestepedia moves along the alphabet, it is time to tackle the big B for bicultural. If the term ’insight’ is among the less understood and most used in advertising, ’bicultural’ is certainly the least understood and most poorly used in Hispanic advertising. We'll never straighten them out completely, but we can begin to try.

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Univision: YouTube's Most Pirated Broadcast TV Network (Portada) – The Spanish-language TV network is the most-pirated U.S. broadcast network on YouTube, with mostly clips of blockbuster telenovelas drawing more than twice as many views as Univision's nearest network competitor, Fox.

Q&A: Liberman Media's Lenard Liberman (Multichannel News) – Lenard Liberman is the executive vice president of Liberman Media, the Burbank, Calif.-based Spanish-language broadcaster he co-founded in 1987 along with his father, Mexico-born José Liberman.

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Spanish-language newspaper closes in New York (BusinessWeek) – The 31,000-circulation paper was owned by ImpreMedia LLC and published Monday through Friday. Castano says falling advertising revenue and the poor economy contributed to the demise of Hoy (pronounced ’oi’), which had been in circulation for a decade.

Boy Scouts launch campaign to boost their Latino ranks and staff (Los Angeles Times) – Aiming to boost their sagging numbers, the Boy Scouts are launching a million-dollar campaign to draw more Latinos, a group that has long resisted Scouting's appeal.

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