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to our readersto our readers: greetings

Hispanic Heritage Month marks the theme of our community spotlight this month. Mexico, along with various other Latin nations, celebrates its Independence Day in September, filling our community events calendar with festivities from coast to coast. With hurricane season in full-swing, don't forget to take proper precautions to stay safe and dry during your outings.
-- Team Améredia

spotlight on the Mexican American Communityspotlight on: the Mexican American community

The Mexican American community is the largest and most influential minority group in the United States. In case you didn't hear, the Hispanic population almost quadrupled in size in the last decade and 63 percent of that growth came from Mexicans, whose total headcount now comes to about 31.7 million. With such a large population, it's no surprise that Mexican culture has penetrated the United States almost as much as tacos and burritos have become a part of our weekly diet.

More than half of all Mexican Americans live in California, Texas and Florida alone. At 3.6 million, Los Angeles County is home to the highest population of Mexican Americans, followed by Houston and Chicago. The median household income of $40,003 is about $11,000 lower than the U.S. national average and about 14 percent of the Mexican American workforce is in the construction industry. Hispanic (not just Mexican) purchasing power is expected to rise from $1 trillion in 2010 to $1.5 trillion in 2015, accounting for nearly 11 percent of the nation's total buying power.

Despite the ongoing immigration battle, Mexican Americans have made significant headway in the political, business and entertainment arenas of not only the U.S. but the entire globe. The richest man in the world is telecoms mogul Carlos Slim, while other stars like Oscar de la Hoya, Eva Longoria and George Lopez have claimed the entertainment limelight. With Hispanic population expected to climb to 132.8 million (30 percent of the population), Mexicans will continue to fill prominent shoes in the American culture. facts_for_features_special_editions/cb11-ff18.html

Mexican American Organizations
The Mexican American and Hispanic community have a variety of professional and cultural organizations in the U.S., a few of them listed below.
Association for the Advancement of Mexican Americans
Association of Hispanic Advertising Agencies
Chicanos Por La Causa
Hispanic Business Student Association
Hispanic Marketing and Communication Association
Hispanic Professionals Networking Group
Hispanic Public Relations Association
Mexican American Bar Association
National Association of Hispanic Journalists
National Association of Hispanic Nurses
National Association of Latino Elected and Appointed Officials
National Council of La Raza
National Hispanic Corporate Council
National Latina Business Women Association
National Society for Hispanic Professionals
National Society of Hispanic MBAs
U.S. Hispanic Chamber of Commerce
United States Hispanic Leadership Institute

community eventsto go: community events

Sept 8-10 Irish Culture Festival @ Philadelphia, PA
Sept 9-11 Festival de la Villita @ Chicago, IL
Sept 9-11 German American Fest and Parade @ Chicago, IL
Sept 10 Festa Coloniale Italiana @ San Francisco, CA
Sept 10 Mexican Independence Day Parade @ Chicago, IL
Sept 10 Honduran & Central American Parade @ New York, NY
Sept 10-11 Philippine Arts & Culture Festival @ Los Angeles, CA
Sept 10-11 Autumn Moon Festival @ San Francisco, CA
Sept 10-11 Ukrainian Village Festival @ Chicago, IL
Sept 10-11 Polish-American Festival @ Philadelphia, PA
Sept 11 Central American Parade @ Chicago, IL
Sept 15-25 Feast of San Gennaro @ New York, NY
Sept 16-18 Great Irish Fair of New York @ New York, NY
Sept 17-18 Nevada County Italian Festival @ Penn Valley, CA
Sept 18 Harvest Moon Festival @ Los Angeles, CA
Sept 18 African American Day Parade @ New York, NY
Sept 18 Thai Cultural Day @ Los Angeles, CA
Sept 18 Pakistan Independence Day Parade @ Chicago, IL
Sept 23-25 Italian Feast of San Gennaro @ Los Angeles, CA
Sept 23-25 Welsh Festival of Arts @ Los Angeles, CA
Sept 23-Oct 10 Germany's Best & Oktoberfest @ Chicago, IL
Sept 24 German Steuben Parade @ Philadelphia, PA
Sept 24 Oktoberfest on the Hudson @ New York, NY
Sept 30-Oct 2 Reyes Adobe Days Festival @ Los Angeles, CA

Professional Eventsto go: professional events

The National Association of Asian American Professionals will explore the "Road to Revolutionary Leadership" at the 25th Annual National Leadership Convention and Diversity Career Fair in Boston from September 11 to 13.
ADCOLOR® will celebrate its 5th anniversary next month by launching The ADCOLOR® Industry Conference alongside the ADCOLOR Awards. Clear your calendars for September 16 and 17 at The Beverly Hilton in Beverly Hills, Calif.

Sept 6-8 World Diversity Leadership Summit @ New York, NY
Sept 7 Hispanic Chamber of Commerce Summit @ Atlanta, GA
Sept 8-10 Asian MBAs Leadership Conference @ New York, NY
Sept 10 Carnivalia Multicultural Resource Expo @ Rochester, MN
Sept 12 Minority Now Trending Majority Forum @ New York, NY
Sept 15 Diversity Best Practices Conference @ Washington, DC
Sept 16 Asian Entrepreneur Awards @ Beverly Hills, CA
Sept 16-17 South Asians in Media Summit @ New York, NY
Sept 18-21 Hispanic Chamber of Commerce Convention @ Miami, FL
Sept 20 Hispanic Television Summit @ New York, NY
Sept 21-22 Hispanic Digital and Print Media Conference @ New York, NY
Sept 21-24 Congressional Black Caucus Convention @ Washington, DC
Sept 22 Investing in the Latin and Hispanic Market @ New York, NY
Sept 27 Diversity & Inclusion ROI Forum @ McLean, VA

Mark Your Calendar: upcoming events
The focus: the growing multicultural market. The conference: The New American Mainstream Business Summit from October 26 to 28 in Miami, Fla.

Market Researchin the know: market research

Hispanics Most Frequent Moviegoers of all Ethnic Groups
A survey conducted by Briabe Media revealed that Hispanics go to the movies more than three times a month, surpassing all other demographic groups. Hispanics between the ages of 18-24 were the most frequent moviegoers of all and heavily relied on their mobile phones for movie attendance.

Driven by Hispanics and Asians, Multigenerational Homes Rise
The number of multigenerational households (more than three generations living under one roof) grew 30 percent in the last decade to almost 5.1 million in 2011 from 3.9 million in 2000. Hispanics and Asians are 50 percent more likely to live in those homes than are whites, according to Pew research.

On The Webon the web: insights

From blogs to national publications, Améredia combs the finest multicultural resources online for the latest and most relevant industry news. Here are a few that had us talking last month.

Attitudes in an Increasingly Diverse America
Brookings Institution
Solutions to Raising Bilingual Kids
The Role of Whites in a Multicultural America
Advertising Age
Cultural Diversity in Tomorrow's Tech Industry
The Multicultural Opportunity of Internet Radio
Marketing Trends in a New Multicultural Society
Media Strategy Should Work Across Languages
Hispanic Trending

In The Newsin the news: our clients ⁄ partners

Hispanic Network nuvoTV Receives Receive Distribution Boost
Following an earlier announcement to expand the reach of eight Hispanic networks, Comcast Corporation announced recently an agreement to boost distribution of nuvoTV, an English-language entertainment network targeting American Latinos and those interested in Latino culture.

Mooncake Mania at Koi Palace
Mid-Autumn Moon Festival is right around the corner and that has Koi Palace kitchen going into overdrive baking mooncakes. The popular duck-egg pastries celebrate the summer harvest and will be baked daily at three Koi Palace locations leading up to the day of the holiday on September 15.

Agency Reportabout us: agency report

Filled with a variety of media and client events, August came and went in the blink of an eyelid and September doesn't look to be slowing down. Améredia Cofounder and Principal Pawan J. Mehra was recently selected as a Change Agent by the ADCOLOR® Industry Coalition. He will be honored at the 2011 ADCOLOR Awards on September 17 at the Beverly Hilton in Los Angeles alongside other diversity champions including actor and comedian George Lopez and movie director Spike Lee. Additionally, a series of Hispanic Heritage and Mid-Autumn Moon-centered campaigns are hitting the market this month as we continue prepping for holiday-themed campaigns for the fall.

Emma award

Améredia was named a "Top Business in America" by, winning a total of five awards for its multicultural business practices. Awards include:
Top 500 Asian Owned Businesses in the U.S.
Top 100 Subcontinent Asian American Businesses in the U.S.
Top 100 Diversity Owned Businesses in California
Top 100 Women Owned Businesses in California
Top 100 8(a) Businesses in the U.S.

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Census 2010 Fast Facts
• California accounts for about 28% of the whole U.S. Hispanic population
• By 2050, an estimated 132.8 million Hispanics will live in the U.S.
• At 46.3%, New Mexico has the highest percentage of Hispanics

cultural snapshot

cultural snapshot
El Día de Los Reyes (King's Day) is celebrated in Mexico on January 6. Three Wise Men traditionally bring gifts to children, in addition to Christmas Day gifts. It's also customary to share a Rosca de Reyes on this day, a wreath-shaped sweet bun with a baby Jesus figurine hidden inside. Whomever finds it has to host a party on February 2

media sheet
Nearly half of all advertising spend in the U.S. Hispanic market is on network TV, of which Univision claims 15 percent of all viewership – that's more than twice the percentage of the next closest network (Telemundo). Soap operas have for years accounted for the top prime-time network TV programs within these networks.

bite-sized language
Hi, how's it going?: Hola, ¿Cómo te va?
Where did you learn to speak Spanish?: ¿Dónde aprendiste a hablar español?

good eats

good eats

Easy Mexican Huaraches
A huarache, which translates to sandal, is a thicker, oval-shaped type of tortilla native to the state of Mexico.

• 4 corn tortillas
• 2 teaspoons olive oil
• 1 lb chorizo, ground beef or chicken, or meat substitute
• 2 cooked potatoes and cut into 1/4 inch dice salt and pepper
• 1 cup canned refried black beans
• 1 cup Cotija cheese (use feta cheese as substitute)
• 1/2 cup shredded iceberg lettuce
• 1/2 cup sour cream (to garnish)
• 1 teaspoon smoked chili powder or paprika
Heat olive oil in a pan over medium heat. Place tortillas in pan and brown for a minute or two on each side. Remove and set aside. Heat second tsp oil in same skillet and sauté meat and potatoes until lightly browned, about 5 minutes. Season with salt and pepper. Remove and set aside. Spread 1/4 of the refried beans on one side of each tortilla. Then spoon 1/4 of the meat/potato mix on top each. Sprinkle 1/4 of the cheese on top each and top with lettuce. Drizzle sour cream over everything and sprinkle lettuce, paprika and the hot sauce of your choice.

Check out our Arabic creative work for Comcast's WorldWide 300 service.


meet améredian, Carolina
"I'm a storyteller at Améredia projects"
My own multicultural roots:
Raised in a small Mexican border town, I was always curious to explore the world and its people. My affinity for cultures grew after studying abroad in Spain and China and I didn't want that to end. As a PR specialist at Améredia, I'm able to fulfill my passion for both cultures and communications.

global calendar
Sept 2: Independence Day (Vietnam)
Sept 3: Independence Day (Qatar)
Sept 5: Labor Day (USA)
Sept 7: Independence Day (Brazil)
Sept 9: Chong Yang (China)
Sept 9: Independence Day (N. Korea, Tajikistan)
Sept 12: Patriot Day (USA)
Sept 12: Revolution Day (Ethopia)
Sept 12: Mid-Autumn Festival (China)
Sept 12: Thanksgiving "Chu'sok" (Korea)
Sept 14: San Jacinto Day (Guatemala, Nicaragua)
Sept 15: Independence Day (Costa Rica, El Salvador, Guatemala, Honduras, Nicaragua
Sept 15-Oct 15: Hispanic Heritage Month Sept 17: Oktoberfest (Germany)
Sept 19: Keiro no hi (Japan)
Sept 21: Independence Day (Armenia)
Sept 23: Shubun no hi (Japan)
Sept 24: Heritage Day (South Africa)
Sept 28: Navratri (India)
Sept 29: Rosh Hashana (Jewish)
Sept 30: San Geronimo Day (Aboriginal)