Targeting Hispanic's Growing 50 Plus Demographic

2-27-2015

Mirroring the shifting demographics of the U.S., Hispanics in America are growing older: The median age has been steadily increasing over the past 15 years. By 2050, Hispanic will make up 20 percent of the elderly population, up from 7 percent in 2010. That means the number of Hispanics age 50 and older in the U.S. will grow from 9 million today to more than 35 million by 2050. It's not a trend much talked about, but it's something you can't afford to ignore.

Serving an older population means new challenges, as your listeners' brand preferences and consumer habits change -- and you'll need to reexamine your tactics for marketing and advertising to listeners with new needs and priorities.

At the Hispanic Radio Conference, next week in Dallas, BIA/Kelsey's Celine Matthiessen will lead a panel that will zero in on this very topic, speaking with demographic specialists from outside the radio industry about this very real phenomenon and how radio can respond to make sure it stays vital and engaged alongside its active older listeners. You'll get info you won't hear anywhere else. Be there -- register today.

Moderator:

Celine Matthiessen is VP, analytics and insights at BIA/Kelsey. She has more than 15 years of experience in competitive intelligence, with a deep background in marketing and advertising. Her areas of focus include consumer goods, consumer services, health care, pharmaceuticals, life sciences, biotechnology, media, advertising, publishing, entertainment, retail, wholesale, telecommunications, research, Internet, and sales. Previously, Matthiessen served as group manager of competitive Intelligence at SuperMedia, where she established and managed a formal competitive intelligence department that supported the needs of a 4,000-member sales force and more than 500 employees. She earlier served as principal of Red Leaf Consulting and a research analyst at Baxter International.
Panelists:

Alan B. Albarran, Ph.D is professor and chair of the Department of Media Arts at the University of North Texas in Denton, Texas. Albarran previously served as director of the Center for Spanish Language Media at UNT from 2006-2012. He holds BA and MA degrees from Marshall University and a Ph.D. from Ohio State University and has authored/edited 14 books and numerous articles on the management and economics of the media industries and Spanish-language media. Albarran has lectured and presented workshops in 18 different countries. He also serves as an industry consultant and is a member of the Gerson Lehrman Council of Advisors.

Rafael Ayuso has been manager of communications at AARP Texas since 2006. In this position, he is responsible for coordinating an implementing internal and external communications for the Texas state office on behalf of the organization's 2.2 million members in Texas, including social media and Spanish-language communications. Prior to his current position, Ayuso worked for 12 years as media director for the Southwest Regional Office of Consumers Union, publisher of Consumer Reports. He has served in key communications positions with the Texas Department of Insurance and the City of Austin. A native of Cuba who spent his formative years in Puerto Rico, Ayuso is academically and professionally trained as an English-to-Spanish translator.

Lloyd Potter, Ph.D, M.P.H., was appointed as the Texas state demographer in June of 2010 by Gov. Rick Perry. He is professor of demography at the University of Texas at San Antonio, where he serves as director of the Institute for Demographic and Socioeconomic Research and the Texas State Data Center. Potter holds a Bachelor of Science degree from Texas A&M University, a Master of Science degree in education from the University of Houston at Clear Lake, a Ph.D. in demography and sociology from the University of Texas at Austin ,and a Master of Public Health degree from Emory University. His current work focuses on understanding and communicating demographic processes in Texas, training doctoral-level applied demographers in the areas of public policy and health, and conducting demographic research on public policy and health related topics.

Hispanic Radio Conference
March 4-5, 2015
Omni Park West
Dallas
www.hispanicradioconference.com

 

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March 4-5, 2015
Omni Park West
Dallas
www.sportsradioconference.com

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