Word Distribution Joins Mundo Latino’ Promotion

Leading CBA music supplier Word Distribution is joining veteran Bible publisher Broadman & Holman and inspirational Spanish book publisher Editorial Unilit to reach the US’s Hispanic market. Entitled “Su Mundo Latino” (Your Spanish World) and beginning in May, the three-company promotional campaign is designed to aid retailers throughout the nation in marketing Spanish music, Bibles and other books to more than 37 million individuals of Latin origin, an audience in which a majority of America’s top advertisers are not focusing marketing dollars, according to the
Association of Hispanic Advertising Agencies (AHAA).
Santiago & Valdés Solutions, a firm offering consumer-focused companies strategic marketing advice,
recently released an AHAA study, Missed Opportunities: Vast Corporate Underinvesting, explaining that
“in the past three years nearly two-thirds (64%) of top companies targeting Hispanic consumers have
invested less than 3.2 percent of their overall advertising budgets” in the US. An additional report from a leading
U.S. marketing firm, MotiVaction, adds, “Hispanic marketing is a growth industry that is just getting off the ground. When done
properly, Hispanic marketing is low-risk and high-reward. The question is not ‘should I market to this group?’ Rather, it is ‘how do I market to this group?’”
The Su Mundo Latino campaign is designed to answer this question. “Word, Broadman & Holman and
Editorial Unilit want to help retailers understand just how vast the Hispanic market is and provide the tools
necessary to successfully reach it,” says Word Distribution’s VP of marketing, Greg Fritz. “This initiative
is exciting in that it marks the first time that three major CBA companies have ever joined forces to
support retailers in targeting the nation’s largest minority and fundamentally become missionaries in our
own backyards.”
The 2000 Census reveals that the Latin population, the fastest growing group in America, is a culturally
rich market that holds a purchasing power exceeding $600 billion. Additionally, one in five teens in the US
(20%) is of Hispanic descent and holds $19 billion in spending power, much of which is on music and
other forms of entertainment including books (AHAA).

To reach this market, Su Mundo Latino will supply retailers with the resources necessary to connect with their
Spanish communities through retail positioning, church connections, Spanish radio promotions and
direct-to-consumer marketing. In addition to helping retailers inventory from a focused list of top-selling Spanish
products, the promotion will provide an extensive merchandising kit, including a promotional header, category
shelf talkers, flats and window clings, as well as utilize Word’s WARP! in-store sampling kiosks to feature music,
books and Bibles. Ad slicks, radio spots, a consumer oriented postcard and tri-fold product flyer will also be
provided. The three companies will also supply retailers with a summary of their “Spanish World,” including an
overview of the Hispanic population in their area, as well as a listing of key local Spanish churches and radio
Having a passion for the Spanish market, Su Mundo Latino spokesman and front man for the critically
acclaimed band Salvador, Nic Gonzales, says, “It’s a true honor to be associated with companies that are doing
so much for the Christian community. As pastors and teachers, my parents will be proud to have me represent
such a positive effort. Music is what I’ve been called to do, books have helped me expand both my mind and my
writing and the Bible helps me keep it all in perspective.”
Tom Walters, VP of Sales for CBA/ABA markets for Broadman & Holman observes, “This is a win-win opportunity
for the stores. By participating in this campaign, stores are providing a much needed service to the Spanish
community, but those new Hispanic customers become great consumers of products from every area of the
store, so it makes great business sense, as well.”
Larry Downs, Jr., executive VP of Editorial Unilit, adds, “I can envision the bookstore manager saying, ‘37 Million
Hispanics – So what? Why should I stand up and take notice? Haven’t you, the publisher, been telling me for
years that there is a Hispanic population all around me?’
“We have been talking about the Hispanic community, but for the first time we have a plan in place that will help
booksellers actually reach out to the Spanish community. And even more exciting is to see the three companies
unite forces, building off each others’ strengths to bring a top quality promotional plan that will help bring the
‘Mundo Latino’ into the stores.”
Word Distribution, a division of Word Entertainment, a Warner/Curb company, represents some of Christian
music’s top performers, including Platinum-selling, Award-winning artists Amy Grant, Rachael Lampa, Nicole C.
Mullen, Sandi Patty, Point Of Grace, Mercy Me, Sixpence None The Richer and Jaci Velasquez. Word is also the
home to Big Idea’s successful VeggieTales video and audio series. The company provides sales, marketing and
distribution services for several leading labels, including Word Records, Squint, Integrity Music, M2.0
Communications, INO, Big Idea Productions, Spring Hill Music, Daywind Music, Ray Boltz Music, Garden City,
Curb Records, Elektra and others.


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