The First Latin Communications Conference will be held during Hispanic Heritage Month on September 12 from 8:30 am to 4 pm at the Loew's New York Hotel, organized by Latin Communications Management and hosted by Communication Careers For Latinos, Inc. a non-profit organization. This major event will discuss increasing minority internet access, ethnic marketing in the telecommunications industry and workforce diversity and will lead the way in galvanizing the communications industry efforts to maximize the economic advantages of marketing to the Latino community. An audience of 500 businesspeople, educators, community leaders and government officials are expected to attend the expert panel discussions. Sponsors and supporters include Microsoft, GTE, Bellcore, Bell Atlantic, NYNEX, US West, Communication Workers of America, Federal Communications Commission, Stevens Institute of Technology, Columbia University Center for Tele-Information, Hearst Magazines International, Crain's New York Business, Hispanic Magazine, Vanity Fair Magazine and the Coca-Cola Company.

This is the philosophy of Conill Advertising, a minority-managed, independent operating division of Saatchi & Saatchi Advertising Worldwide, specializing in marketing and advertising to the U.S. Hispanic community. It is the longest established U.S. Hispanic agency. Ranked among the top 10 Hispanic advertising companies, 1995 billings exceeded $30 million on work for such blue-chip clients as: Bell Atlantic, Beneficial Management, Home Box Office, Procter & Gamble, Toyota and more. Conill Advertising was recently restructured under the leadership of four co-managing partners. Conill's record in creative/media development, sales promotion, public relations, event marketing, strategic planning and direct response has established the agency's multicultural expertise.

FINE Painting Company, commercial painting specialists in maintenance and construction in Roselle, New Jersey, was named by Ernst & Young as one of "New Jersey's Best Entrepreneurs." This Regional Award for the construction category places FINE as a finalist in the competition for "National 1996 Entrepreneur of the Year Award," an event to be held November 14-17 in Palm Springs, California. FINE Painting's president, Mr. Tony Singh, originally from India, turned a dream into the reality of his $10,000,000 paint contracting business, servicing the World Trade Center, PSE&G, AT&T, Schering Plough, Merck and others. "I support other MBEs (Minority Business Entrepreneurs) and women-owned businesses such as Claire Iwatsu of Iwatsu & Associates for marketing (Japanese-American;) Rafael Betancourt, Esq. for legal (Hispanic;) Anish Desai of Softbyte International, computer consultants (Asian Indian-American;) and many other small Hispanic and African-American painting contractors," said Singh.

Avon Products, Inc. is again looking for a dynamic young Hispanic woman (or woman of Hispanic descent,) between the ages of 16 to 24, who is a resident of the continental United States or Puerto Rico and who has never been a professional model, to represent the company as the Avon Latina Model of the Year. The winner will be featured in the Avon sales brochure, used by the company's 445,000 sales representatives to reach 50 million customers every two weeks and will receive $10,000 in Avon modeling fees, a $5,000 education award, a professional model's portfolio and an exclusively designed 14k gold pendant. "This is an opportunity for us to celebrate the beauty of Hispanic women and our culture. And we hope it inspires young Latinas to pursue their dreams, whatever they may be" said Sonia Maria Green, director of Avon's U.S. Hispanic marketing. Now in its fourth year, the contest is part of Avon's commitment to diversity, which includes a variety of programs that recognize and celebrate the achievements of women from all backgrounds. Avon has 51,000 Hispanic sales representatives serving 12 million Hispanic customers in the U.S. each year.

Your Key to Ethnic Marketing Diverse and flourishing, America's growing ethnic markets represent real economic clout. Measuring perceptions and evaluating buying patterns in these elusive markets demands a special brand of insight, insight that can be translated into valid, useful data, not just warmed over stereotypes. What do their preferences mean for businesses? Ebony Marketing Research, Inc, founded by president Ebony Kirkland in 1984, is an SBA-certified minority-owned full management consulting and survey research firm which helps companies evaluate any product or service. Three research facilities in high traffic malls in the Bronx, Queens and Jersey City, are equipped with test kitchens, focus group/conference rooms, video recording studios, client viewing rooms and more. Capabilities include survey design and analysis, product/audience research, quantitative/qualitative studies and field work in both mainstream and ethnic markets, all undertaken by skilled professionals of varied cultural and racial backgrounds, most of whom are bilingual. Clients include Proctor & Gamble, Coca-Cola, NYC Transit, McDonald's, Cornell Univ., Chrysler, NYNEX, General Mills and many others.

"Creative Differences" is the title of an Ad Club of NY luncheon on Sept 12, sponsored by Bozell Worldwide, that will spotlight the positive impact of diversity on advertising. Panelists from Vibe Magazine, Uniworld, Conill Advertising, Leo Burnett and Vidal, Reynardus & Moya will speak from their perspective. "Mission: Possible," a new video produced by the Club's Diversity Committee will be screened. The video, underwritten by AT&T, will be shown to high school and college students to entice them to enter the Advertising profession, and win back the minority talent that the industry is losing to the fields of music, film and television. Tickets $55, $75.

The National Hispanic Corporate Council (NHCC,) established in 1985 to serve Fortune 500 corporate members, launched its very own Institute last fall. Its first seminar, entitled "The $300 Billion Market," will focus on Marketing to the Hispanic Consumer. It will be offered November 3-6, 1996 at McDonald's Corporate Training Center in Oakbrook, Illinois. The Institute's faculty, consisting of leading experts representing corporate practitioners, advertising agencies and scholars, will cover the following topics: Hispanic Market Opportunities, Psycho-Social Cultures, Communications and Building Strategic Relationships in the Hispanic Community. Roberto Goizueta, Chairman and CEO of The Coca-Cola Company, will be the banquet's keynote speaker. Tuition is $2,100 and enrollment is limited. Contact the NHCC Institute at 602-495-1988. Request

Research Corp of Miami is well known as the publisher of the annual U.S. Hispanic Market Study (the "Blue Book"), and for providing quality research in this market since 1971. But the company's 25 years of marketing research experience began in Latin America. Strategy Research Corporation has conducted over 6,600 market research projects throughout the Caribbean, Central and South America as well as the U.S. Their second annual 1996 Latin American Market Planning Report (the "Green Book"), is an exclusive resource for in-depth information and comparative market data on the diverse Latin American markets. The 293-page report provides first-ever measures of household buying power by socioeconomic strata, as well as population, demographics and economic information for 18 countries and 67 urban markets "to help general managers, market researchers and brand, marketing and advertising managers target the Latin American consumer," said SRC President Richard W. Tobin.

Focus of New Website Profiles of minority- and women-owned businesses can be found at http://www.inforesources.com, the website for Multicultural Marketing Resources, Inc. Links to websites maintained by Hispanic, African-American and Asian-American entrepreneurs allow visitors to learn more about these companies, previously featured in Multicultural Marketing News. For more information, send an e-mail to Infobrokr1@aol.com.

Salsa Caterers, in Bronx, NY, founded by Daniel R. Garcia, 34, of East Harlem and the South Bronx, is proud to unveil its new corporate identity program, designed by Rosado Design. The streamlined look of a symmetrical tropical palm tree is both an icon of the company's specialization and Garcia's heritage. The new identity reflects Salsa Caterers' commitment to their growing private and corporate clientele and interest in promoting Criollo Cuisine towards achieving World Class Recognition. Rosado Design successfully combined 5 elements--tropical, Latino, cosmopolitan, business and a refined hospitality look--to convey the company's specialization in upscale Latino cuisine and their expertise in creating events that complement a client's marketing strategy. Special events capabilities include festivals, product displays and client based cocktail or theme parties either at the client's preferred location or at Salsa Catering's facilities in the Bathgate Industrial Park section of the Bronx. Servicing Fortune 500 companies, Garcia's goal is to franchise Salsa Caterers within areas of dominant Latino influence. Among their clients are AT&T, Banco Popular, Con Edison, Goya Foods, Kraft General Foods, IBM, NYC Mayor's office, and dozens of other companies.

Hear key executives from Caballero Spanish Radio, El Diario/La Prensa, Univision and Vidal, Reynardus & Moya share insights on Hispanic media in the UN Delegates Dining room, 11:30 am - 2 pm, on October 24, sponsored by AT&T and moderated by Jackie Morey, Dir, Multicultural Mktg Communications. On October 31, the panel discussing Asian-American media includes Kang & Lee, A Magazine, International Television Broadcasting and Imada Wong Communications. Presented by the NY American Marketing Association. Tickets $75.

The Rivera Group Ltd. advises clients on all aspects of marketing to Hispanics, thus taking the role of partner rather than vendor. Arnold E. Rivera, President and CEO says, "The Agency takes an integrated approach to marketing strategies. By getting involved in all aspects of our clients business, we act as a consultant to our clients." The agency has developed marketing plans for CenterCare Health Plan, Mobil Oil, Banco Popular and Girosol Corp. As a full-service, independent, Hispanic and ethnic integrated communications company, The Rivera Group Ltd. is 100% owned and operated by Latino professionals who together bring focused, innovative and cost-effective solutions to marketing challenges. Rather than translate language, The Rivera Group Ltd. interprets the Latino culture. A San Juan, Puerto Rico office will open in September 1996.

Anheuser-Busch Companies, Inc., brewer of Budweiser, is a long time supporter of the Hispanic market, its celebrations and organizations. During Hispanic Heritage Month, three initiatives represent the company's commitment to this market. As a sponsor of the Congressional Hispanic Caucus Institute Gala in Washington, DC, on September 25, Anheuser-Busch is helping the Institute raise funds for its many educational programs which support Hispanic youth, helping to forge them into the strong leaders of the next millennium. The Gala has become the highest profile event nationwide during Hispanic Heritage Month, bringing together Members of Congress, appointed officials, corporate executives, community leaders, members of the diplomatic corps and the President of the United States . Another organization, the National Hispanic Scholarship Fund, will benefit through a $50,000 donation from Anheuser-Busch, contributed in the name of Super Lightweight Boxing Champion of the World, Oscar de la Hoya, spokesperson for Budweiser. For the last decade, the company has contributed more than $28 million in support to the NHSF. And for music lovers, a Budweiser promotion, Fieston de las Americas, includes a sweepstakes that offers a trip to a choice of Latin music festivals.

Two important issues will be fully examined in upcoming day-long conferences planned by the organization 100 Hispanic Women. A national conference on domestic violence will be held in November. Building on the successful April '96 "By Ourselves: Trauma, Mental Illness & The Latina Woman," a second conference on Latina mental health will be convened in early '97. 100 Hispanic Women is a forum for Hispanas to create a more equitable society where their full potential is developed, their voices heard and issues addressed and acknowledged.