Vol 18, Issue 10 April 22, 2020
We are in some tougher times right now, both on the health and on the economic fronts. I hope all of you and your loved ones are safe. Our first article below is landmark research on the impacts of the Corona Virus upon the Latino community.

The second article focuses on nine great podcast we will be releasing in the next couple weeks. Podcasts are the fastest growing media in the USA in terms of audience, revenues, and just last week Apple iTunes passed a MILLION different podcast shows. Please check out some of these shows as they are unveiled and let us know what you think.

I first meet Diane Rodriguez in the early 1970s shortly after she joined Luis Valdez and El Teatro Campesino. From the start I was impressed with her as a smart, confident Latina in an industry, at the time, not known for powerful women. While Diane spent most of her career leading behind the scenes, she definitely made a major impact on theater and the way Latinos are viewed in the industry. A little over a week ago we lost her – and the world is a little less brighter without her. For more, see our third article below.

We also have business insights from the USHCC and LULAC; a call for speakers from La Cosecha; and more.

If you are a publisher or author and you have a book from 2018, 2019, or 2020, you still have a month till the May 19th deadline for the 2020 Int'l Latino Book Awards. Please go to www.Award.news for more info. Stay tuned for more info in the next few weeks.

Kirk Whisler
Executive Editor
For all CURRENT Int'l Latino Book Awards info & PAST Winners
Community Insights
First National Poll of Latinos in 2020 Finds 35% of Households Have Experienced a Layoff as a Result of COVID-19

As the Latino community grapples with the brunt of the COVID-19 pandemic, including a higher rate of fatalities compared to other populations, the nation’s first in-depth poll of the Latino population in America for 2020 has found that 35% of Latino households have already experienced a job loss, while more than 65% of respondents reported having difficulty buying or finding necessities such as food, household supplies or medicine.

The poll was conducted by Latino Decisions in partnership with  SOMOS , the country’s largest physician-led health delivery network. Of SOMOS’s nearly 3,000 physicians and 800,000 patients, nearly all are immigrants or first-generation Americans, and over two-thirds are Latino.
“Congress has a responsibility to protect every community, and this survey shows that economic relief is not reaching the Latino community despite being disproportionately impacted,” said Congressman  Joaquin Castro , Chairman of the Congressional Hispanic Caucus. The numbers are alarming and wake-up call for lawmakers to include assistance for essential workers such as farmworkers, grocery store clerks, and health care professionals and also mixed-status families, children who are American citizens, in the next coronavirus response package.”
Nationwide, the poll found that 22% of all Latino adults know someone who is ill due to coronavirus. That figure jumps up in the New York/New Jersey area to almost 50%. More than a quarter reported knowing someone wants to be tested but cannot. Again, that figure jumps to 35% in the New York/New Jersey area. The poll also found deep concern among Latinos as 59% report they are very worried that someone in their family will become seriously ill from coronavirus.
“It’s clear that COVID-19 is not only having a disproportionate effect on the Latino population in relation to their health but also their economic stability. We are doing this work so that we can continue to monitor the overall effects of the coronavirus on the community, respond with the resources we have and call out to our leaders when changes need to be made,” said  Henry R. Munoz III , Co-Founder of SOMOS. “The impacts from this crisis are going to be felt in the Latino community long after the apex of this disease passes, even more so if we cannot get access to widespread testing. We cannot sit by while members of our community die or are laid off at an alarming rate.”
Latinos in America are solidly behind continued plans to stay at home during this crisis despite the economic hardships they are facing. Only 19% of Latino adults favor accelerating the nation’s return to work, whereas 81% favor remaining doing “whatever we can” to prevent the spread “even if it means more weeks of staying at home.”
“The poll’s finding that 65% of Latino households have felt a negative impact from the shutdown, either losing a job, wages, or a small business, is a sobering confirmation of the economic devastation in our community,” said Janet Murguía, President and CEO of  UnidosUS . “Our organization will continue to advocate in Congress and with our champions in the Congressional Hispanic Caucus to intentionally include more targeted and comprehensive assistance to the Latino community in the next stimulus and relief legislation.”
“Especially in densely populated areas like New York City, it is crucial we expand testing and that we push for community care long after the height of the pandemic passes. We need to learn why we are so vulnerable and address the underlying crises that COVID-19 has exposed,” said Dr. Ramon Tallaj, Board Chairman of SOMOS. “For example, we run the risk of entire apartment complexes being exposed because the first person who showed symptoms was unable to get a test and find a safe place to quarantine or get medical treatment.”
The poll was conducted by Latino Decisions between April 7-12, 2020 to gauge impact and reactions to COVID19. It is the largest, and most comprehensive survey of Latinos conducted on the health and economic crisis our country faces. The poll sampled Latino individuals across the country, with additional sampling in New York, New Jersey, Florida, Texas and California.
“This poll has confirmed some of our worst fears. We found that more than 65% of the people we spoke to were having some type of difficulty buying basic household necessities and half of the households had less than $500 in available savings,” said  Matt Barreto , Co-Founder and Managing Director of Latino Decisions. “The people who we spoke to who have been able to keep their jobs are working at extraordinary risk, with 36% of Latinos still working outside the home, many in critical or “essential” jobs in produce, food and restaurant, or health care sectors. More than a third of those working outside the home report feeling “unsafe” in their work environment because they not been given proper masks, gloves or other PPE.”

Entertainment Insights
Nine New Latino Themed Podcasts

Podcasts are currently the fastest growing media in the USA and are used on a regular basis by an estimated 22% of Latinos in the USA. Over 104 million people in the USA are listening to podcasts regularly, almost equaling radio. In fact, in 2019 the average person in the USA spent six hours and 29 minutes a week listening or watching podcasts. 

The Latino 247 Media Group has put together a variety of podcasts covering books by and about Latinos, business, community, musical entertainment, marketing, insights from great leaders, and even one, Para los Niños, aimed at children.  

Each of these podcast is designed to provide quality information in a timely manner. The week of April 27 th  the following podcasts will be released:  Latino Reads  is a twice a week bilingual video podcast featuring interviews with award winning authors from across the USA and throughout Latin America.  The Katie Suarez Social Justice , is a weekly English language audio podcast based on the Amazon best selling book  Irreversible Damages  by JL Ruiz dealing with current political issues, and narrated by award winning actor Mike Gomez.  The Contreras Report: Business Mexico  is a weekly English language audio podcast featuring business insights and interviews with experts.  Para los Niños  is a weekly bilingual video podcast featuring award winning children’s book authors reading from their books. This is timely with an emphasis on bilingual and Spanish language books.  Hispanic Marketing 101 , a twice monthly audio English language podcast, with interviews on Latino marketing and media trends. The first two podcast feature timely original research related to Latinos and the Corona Virus pandemic.  Microfono Latino  is a twice monthly video podcast featuring musical insights from Mexican bands. 
The week of May 11 th  the following podcast will be released:  Latino Business News  is a twice monthly podcast in English featuring interviews with business leaders.  The Contreras Report: An Hispanic View of the USA , a weekly English language podcast, includes interviews and insights about issues affecting Hispanics in the United States.  Latino Trailblazers  is a twice monthly English language podcast featuring insights from leaders who have helped transform the nation and remove barriers. 

For those new to podcasts, once you’ve subscribed to a podcast new episodes are automatically downloaded into your computer or phone. You can hear all these on iTunes, Spotify, Google Podcast, Stitcher and TuneIn. All of the video podcasts are also available for viewing on YouTube as they become available. For more on these podcast as they are released, go to www.EmpoweringContent.News

Leadership Salute
Diane Rodriguez, L.A. Theater Actress, Director and Producer, Passes Away at 68

Diane Rodriguez, an actress, director, playwright and producer who spent 24 years with Los Angeles' Center Theatre Group, died on April 10th in Los Angeles. She was 68.
Rodriguez was appointed by President Barack Obama to the NEA's National Council on the Arts in 2015 and inducted into The College of Fellows for the American Theatre in 2018.

An encouraging member of the Los Angeles theater community, Rodriguez began her career in 1973 with Luis Valdez's El Teatro Campesino. For 10 seasons, she was a leading actress with the company, with which she toured nationally and internationally.

"Her power as an artist came from the heart, which she shared onstage as well as in life, by generating the collective spirit that creates theater," Valdez said in a statement. "The arc of her evolution as an artist and as a representative of the American theater will give hope and inspiration to new generations of theater artists." Rodriguez also co-founded the comedy troupe Latins Anonymous.

A native of San Jose, California, Rodriguez worked with the Center Theatre Group from 1995-2019, most recently serving as associate artistic director overseeing new play production and developing the new work of more than 75 artists, both playwrights and companies. Those plays included  Straight White Men  by Young Jean Lee,  The White Album  by Lars Jan,  Venice Is Dead  by Roger Guenveur Smith and Richard Montoya and  How to Be a Rock Critic  by Jessica Blank and Erik Jensen.

"Diane was an incredibly disciplined artist, with equal talent as a writer, director and actor," CTG artistic director Michael Ritchie said. "But she was never more animated than when she was advocating for the work of other artists. The arts community mourns the loss of a leader and advocate for accessibility, inclusion and community."

Last year, Rodriguez directed the world premiere of  Las Mujeres Del Mar  for Playwrights' Arena and in 2018 Culture Clash's  Bordertown Now  at Pasadena Playhouse and Richard Cabral's  Fighting Shadows  at Inner City Arts. She directed for numerous theater companies, including Center Theatre Group, East West Players, South Coast Repertory, Pasadena Playhouse, City Theatre in Pittsburgh, Mixed Blood in Minneapolis, Actors Theatre of Phoenix, Victory Gardens in Chicago and Playwrights' Arena/Los Angeles.

Her own plays  Living Large  and  The Sweetheart Deal  premiered at Teatro Luna in 2012 and at the Los Angeles Theatre Center in 2017, respectively. And Rodriguez curated and produced, with REDCAT, RADAR L.A., an international theater festival, in 2011 and 2013. 
She also worked for Mattel as the book writer for the Broadway-style musical  Barbie Live! , which toured Asia and Latin America, and as a creative and cultural consultant for the Disney Channel animated series  Elena of Avalor .

Survivors include her husband, Jose Delgado, owner of Pleiades Management and producing director of Ojai Playwrights Conference; her mother, Helen; niece Gabrielle; nephew Mario; and brother-in-law Gary.
Political Insights
The USHCC and LULAC call on our business members to unite as advocates to save America's Hispanic and minority-owned small businesses

 Dear Business Leaders,

On behalf of our  Board of Directors  at the United States Hispanic Chamber of Commerce (USHCC) and the League of United Latin American Citizens (LULAC), we are collaborating to help rescue and provide economic relief for Hispanic and minority-owned small businesses.

Today, we are asking you to sign onto the letter below to demonstrate to Congress, the U.S. Government, and major American financial institutions that our Hispanic and minority-owned small businesses drive the U.S. economy.

The U.S. Department of Treasury and the U.S. Small Business Administration, facing an unprecedented economic disruption due to COVID-19, were authorized by the CARES Act to provide $349 billion in relief for small businesses as part of the Paycheck Protection Program (PPP). The PPP is a forgivable loan that businesses do not have to pay back if you meet certain criteria designed for business relief.

The PPP launched on April 3rd, and by April 16th (13 days) ran out of funds.  A total of $342,277,999,103.00 was dispersed to 1,661,367 companies . What we have learned since is that 2% of the firms approved for loans accounted for almost 30% of the total funding.  That’s $104.7 billion dollars for 33,200 businesses  or an average of $3.15 million each.  While 74.03% of PPP loans approved went to businesses that borrowed $150,000 or less, only 17.04% of the total PPP funding went to these same small businesses.
Collectively, there are 4.8 million Latino-owned businesses that generate $800 billion in revenue for the U.S. economy. The 60 million Latinos living in America generate $2.3 trillion annually to our GDP. Allocating additional funding for the Paycheck Protection Program (PPP), Economic Injury Disaster Loans (EIDL) and grants, closing the existing gaps of inequity in accessing relief, and increasing transparency will help enable a stronger and faster recovery for our country.

Join us in cosigning this letter so we can send a strong united message to show how important Hispanic and Minority-owned businesses are to the U.S. economy and to the millions of people we collectively employ. Our business community deserves a fair share of the CARES Act and any future stimulus funding specifically designed for small businesses.

Ramiro A. Cavazos
President and CEO
United States Hispanic Chamber of Commerce

Education Insights
La Cosecha  25th   Annual Dual Language Conference
November 4 – 7, 2020 • Santa Fe, NM

Call for Proposals now open!
The La Cosecha Planning Committee is continuously monitoring the COVID-19 pandemic, and as the situation continues to evolve our first priority is the health and safety of La Cosecha Planning Committee, DLeNM staff, conference attendees, and the communities we serve. We will be making adjustments as the situation dictates. At present, La Cosecha Dual Language Conference is scheduled to proceed as planned, November 4 - 7 in Santa Fe, New Mexico, and we need your help! This year's call for proposals deadline is rapidly approaching and we are looking for proposal submissions that reflect best practices in the field that are informed by instructional routines, theory, and/or research. We are particularly interested in classroom teachers (new and veteran) who are willing to share best instructional practices and join in our celebration. 
Deadline for submission – Thursday, April 30, 2020

Early Registration Deadline • July 15, 2020
La Cosecha Conference, organized for teachers, by teachers,  provides a unique opportunity to share best practices and resources, provides current theory and practice, builds networks, and fuels our community's efforts to build a better future for our children .

Are you, or someone you know, looking for the perfect conference focused on dual language education, or maybe you are able to reach educators who are? Please help us spread the word by inviting your friends and colleagues to join us for the largest dual language conference in the country –  La Cosecha  2020!
La Cosecha  conference highlights include:
  • 280+ professional presentations and workshops for supporting two-way and one-way immersion, developmental bilingual, and heritage/tribal language immersion programs. 
  • Networking luncheons and other events
  • The Student Leadership Institute 
  • Nationally and internationally renowned expert speakers
  • Pre-Conference Institutes in biliteracy and leadership development, academic Spanish, secondary DLE, special education, and teacher preparation.
  • School visits (space limited)
  • Opportunities to sing, dance, and celebrate our emerging bilingual communities
For more information visit:  www.lacosechaconference.org  or contact Leslie Sánchez at  leslie@dlenm.org .
Author Insights
Enter the Books into Movies
Go to   www.Award.News   for info on all our Awards.
Branding Insights ~ An Ongoing Series
Part 12
What other options did you consider before you chose us?

After all of the market research and investigation, you may think you know who your competitors are.

But there’s always the possibility you’ve either missed one or passed on one because their offering didn’t seem comparable to yours.

Asking your customers what companies and services they evaluated is a great way to make those unknowns known.

Please forward this free newsletter on to others who may find it useful. Please unsubscribe if you no longer wish to receive it. Trouble viewing this e-mail? Read it on the web.  HM101  Thank you.

Sinceramente,   Kirk Whisler
Executive Editor,   Hispanic Marketing 101
email:  kirk@whisler.com   
voice: (760) 579-1696  web:  www.hm101.com
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