In March 1989, when TV promoting government Patricia Alvarez de los Cobos based Power Communications, a Hispanic media gross sales advertising company based mostly in Chula Vista, “We began from zero,” she informed Instances of San Diego.
“We had zero analysis on the time to share with advertisers. I had virtually nothing to make use of to promote industrial airtime,” stated Alvarez de los Cobos. “Fortunately, José Luis Guasch (Channel 12’s common supervisor on the time) was the visionary who inspired me to start out Power. He noticed the potential of future progress potentialities for San Diego and Tijuana because the mega-region it’s at this time. Again then, I’d have by no means guessed the place we might be proper now.”
For 32 years plus one month, Power Communications has remained the unique U.S. gross sales consultant for Televisa Californias’ 5 TV stations, together with XEWT-TV Channel 12 and XHUA-TV Channel 57 (each protecting the San Diego-Tijuana area), XHS Channel 23 in Ensenada, XHBM-TV Channel 44 in Imperial Valley and XHBC-TV Channel Four in Mexicali. All TV properties are community associates of Televisa, a Mexican multi-media conglomerate thought of the world’s largest producer of Spanish-language content material.
Right this moment, Alvarez de los Cobos’ company is acknowledged as a nationwide mannequin of success at educating U.S. advertisers about Hispanic customers and Hispanic market. Through the years, she has mentored scores of promoting reps, in addition to media consumers, concerning the return-on-investment potentialities from promoting directed at Hispanics residing within the U.S.
“We’ve got 17 workers and plenty of of them have been with me for over 20 years,” stated Alvarez de los Cobos. “We’re like household.”
On the subject of financial and demographic statistics, Alvarez do los Cobos is an encyclopedia. Take your choose: Hispanics in San Diego are some of the prosperous Hispanic markets within the U.S. with $12.6 billion whole buying energy with a median family revenue of $45,000; Baja California guests primarily from Tijuana spend greater than $4.5 billion a 12 months on retail and leisure purchases in San Diego County; 48 % of Hispanics in San Diego have household dwelling in Mexico.
“It has taken numerous time to plant the seeds, little by little, to beat the misconceptions that existed 30 years in the past within the minds of some promoting folks,” Alvarez de los Cobos stated. “We’ve got been offering analysis to advertisers to assist them perceive the chance this mega-region represents for his or her shoppers. It has been a problem at instances to persuade shoppers to not translate their English message however to immediately goal Hispanics in their very own language, values and tradition.”
The newest profession highpoint for Alvarez de los Cobos, in addition to Televisa, is the opening of a small, 700-square-foot studio for XEWT at Seaport Village in downtown San Diego. The bayside mini-studio consists of three small manufacturing areas, together with an interview set, a green-screen set and a nautical-themed set as a nod of Seaport Village’s waterfront influences.
XEWT’s new Seaport Village studio, in retail area beforehand occupied by an artwork gallery, will serve primarily for reside interviews airing on Channel 12’s morning present “Que Buen Día.” It’ll additionally function a hub for XEWT information reporters protecting San Diego-based tales.
“Channel 12 has all the time been an area TV station protecting each side of the border,” stated Alvarez de los Cobos. “This new studio is a bridge between San Diego and Tijuana to serve each communities.”
Seaport Village officers stated the area additionally will embody a future exhibit of memorabilia from Televisa’s archives concerning the historical past of Spanish-language broadcasting. As well as, the TV studio is predicted to host a rotating assortment of paintings from native artists from each side of the border. Studio development started within the 2020 fourth quarter and was accomplished in March of this 12 months.
Alvarez de los Cobos stated Scott Andrews, Seaport Village advertising director, and Ron Troyano, who oversees group engagement at Seaport Village, initially approached XEWT with the mini-studio concept.
Seaport Village, now owned and operated by the Port of San Diego, is residence to 60 retailers, together with memento retailers, a surf store and eating choices, reminiscent of cafes, fast-casual bistros and effective eating places. A Seaport Village spokesperson described to Instances of San Diego the TV station’s monetary settlement with the Port as an “activation partnership” the place the association is open ended and will evolve right into a lease sooner or later.
The spokesperson additionally stated the brand new TV studio is regarded by Seaport Village officers as one other step in current revitalization efforts for the 14-acre waterfront retail property recognized for cobblestone walkways, Spanish-style storefronts and an historic carousel.
“The Port of San Diego endorses partnerships that empower significant relationships between the general public at massive and San Diego Bay. XEWT Channel 12 has been a voice for San Diego’s Latino group for many years,” stated Port Commissioner Rafael Castellanos in a press release. “We’re honored to welcome Televisa to Seaport Village and supply an area the place they will amplify visibility for a largely underserved market and share tales from each side of the border that will not in any other case be lined.”
“We’re very honored to be in partnership with Seaport Village and searching ahead to proceed producing content material from San Diego to our huge viewers,” stated Alvarez de los Cobos. “This new studio at Seaport Village ranks very excessive as a profession spotlight for all of us. It has been a fantastic profession to this point, however we’re simply getting began. The longer term is even brighter.”
A grand opening ribbon slicing ceremony with photograph opps is deliberate for Thursday afternoon, April 29.
Anja Riedel joins Nuffer Smith Tucker
Nuffer, Smith, Tucker, a San Diego public relations agency, has introduced Anja Riedel has been employed as an account government. NST stated Riedel has expertise in native media relationships, disaster communications, messaging growth, social media administration and influencer advertising. Her earlier shoppers have included companies within the hospitality, health and monetary industries.
A NST spokesperson stated Riedel will work on quite a lot of accounts, together with the Port of San Diego, White Labs, Inc., San Diego County McDonald’s, Ronald McDonald Home Charities San Diego, Capstone Advisors and Neighborhood HousingWorks.
Previous to becoming a member of NST, Riedel was a contract public relations guide with McFarland Communications in Minneapolis and PlainClarity in Encinitas, and a contract copywriter with Wayward Form, a San Diego digital advertising company. She additionally labored as a advertising assistant with Go to Napa Valley, a vacation spot advertising group. She graduated in 2017 from San Diego State College with a bachelor’s diploma in public relations.
“Anja’s various expertise so early in her profession provides her a deep nicely of methods and techniques to leverage on behalf of our shoppers,” stated Teresa Siles, NST president and companion. “Her ‘Jane-of-all-trades’ angle and need to repeatedly discover is in direct alignment with our imaginative and prescient to redefine PR and can little doubt present unbelievable worth for her shoppers and colleagues.”
IABC Presents Zoom Webinar
The Worldwide Affiliation of Enterprise Communicators San Diego chapter will host a webinar titled “Lights, Digital camera, Zoom” from 5 p.m. to six p.m., Thursday, April 29. The free occasion, open to members and nonmembers, additionally will embody networking beginning at 4:45 p.m.
The speaker will likely be Emmy Award-winner Greg Lefevre, media coach and retired TV information reporter, anchor and information director, in addition to a CNN bureau chief and correspondent (1983-2001). Lefevre will share examples, anecdotes and checklists.
IABC stated, “Who would have thought? That annoying little pinhole digicam above your laptop computer display is now a crucial communications device.”
Scholarships Supplied by San Diego Affiliation of Black Journalists
The San Diego Affiliation of Black Journalists has 4 scholarships out there for highschool and faculty college students. The deadline to use is Friday, April 30. For scholarship info.
The scholarships embody two $1,000 scholarships for highschool seniors, one $300 scholarship for a group faculty pupil and a $1,500 scholarship for a pupil enrolled in a four-year college who’s majoring in journalism or mass communication.
A SDABJ spokesperson informed Instances of San Diego the scholarships can be found to any pupil keen on journalism, public relations or any media-related subject, however candidates have to be from San Diego.
Based in 2000, SDABJ has members who work in print, broadcast, public relations and academia. The native group is affiliated with the Nationwide Affiliation of Black Journalists.
Rick Griffin is a San Diego-based public relations and advertising guide. His MarketInk column seems weekly on Mondays in Instances of San Diego.