Media Kit

Total Media Coverage for Minnesota’s Latino Market

Media Kit 2010

“LCN Media, more than a Latino media company,

is a professional multimedia company

that happens to beowned by Latinos.”

Total circulation of Latino CommunicationsNetwork’spublications:45,000 weekly.

Latino Communications Network

Chronology of a successfulmultimedia company

Formed in April 2000, Latino Communications Network began operations by brokering newspaper ads for market leading Latino newspapers and managing the Spanish-language yellow pages, the Minnesota Hispanic

Directory. Later that year, we also launched Vida y Sabor, Minnesota’s first Latino entertainment magazine.

In 2002, the company merged with Nuestra Gente, Minnesota’s largest all-Spanish newspaper. The newspaper’s publisher, Juan Carlos Alanis, became Latino Communications Vice President & Production Manager,

and the name of the paper was changed to Gente de Minnesota.

Having built a base of small-business and corporate clients, by 2003, we realized that our clients were interested in services beyond print advertising. To meet this need, we partnered with several local events groups

to offer event sponsorships and create independent events. In addition, we added a direct mail list to our list of products in the fall of 2003.

Our staff and space needs made us look for a more appropriate facility--one that reflected our expectations for continued growth. We were offered the second floor of Plaza Verde, a re-development project by Neighborhood

Development Corporation (NDC) and Latino Economic Development Center (LEDC).

LCN had always looked for ways to expand our media and marketing services to remain the most effective way to reach Minnesota’s Latino community. In partnership with Davidson Media, on November 1st of 2005, in

partnership with David Media, we launched “La Invasora 1400”. Clients and friends saw this as a great opportunity for LCN, in a field that was underserved.

LCN opened the year with a great surprise for the community. After months of negotiations, we acquired “La Prensa de Minnesota,” the most respected Latino newspaper in the region. Revamped as a fully bilingual

publication for the bi-cultural reader, the new “La Prensa” started circulation at the end of February.

2000

2002

2003

2004

2005

2006

The Minnesota Latino MarketPopulation Growth

In the 1990s, the US Census predicted that by the year 2025, Latinos would be the nation’s biggest minority group. By 2000, this was already the case. In 2000, the US Census reported that 143,381 Latinos were living in Minnesota.

The Census Department estimated that by 2015 Minnesota would have a Latino population of 150,000. However, in 2002, they published an updated report that estimated the population to be 158,752, already eight years and 8,000 people ahead of their earlier projection.

An updated report shows a population of 175,000 in 2004; those numbers show an increase that’s also reflected nationally. It was forecasted that Latinos would the biggest minority group by 2025. By 2000, this was already the case.

Today, prominent Latino organizations and businesses directly serving the Latino community of Minnesota estimate the actual population to be closer to 250,000-300,000. These numbers have also been used by some local authorities, such as some city governments, on multiple occasions.

Why such a difference? Government agencies tend to be on the conservative side and do not always take into account the undercount caused by undocumented Latinos who do not participate in Census reports. They also do not have the advantage of being directly connected to the community and speaking with recently-arrived immigrants on a daily basis, thereby making it more difficult for them to detect growth.

These numbers are reflected in household ownership, school registration information, and in the recent establishment by two Latino governments-- Mexico and Ecuador--of consular representation in Minnesota. These two communities are the largest among Minnesota’s Latino community.

One of the most important facts gleaned from the 2000 Census was the impressive 168 percent growth rate of the Latino population in Minnesota, which put the state in the TOP 10 in the nation for Latino growth rates.

Population at a Glance *

*Based on census information

Ethnicity Percentage of Where do Latinos live?MN’s Latino Population Mexican 66.7% Minneapolis/St Paul 37%Puerto Rican 4.6 % Twin Cities Suburbs 37%Cuban 1.8 % Greater Minnesota 26%Other 26.9%

Latinos by the numbers

$736

$3.99

$39.3

8.8%

118%

547%

3.3

48%

60%

Estimated buying power of Latinos in the US.

Estimated buying power of Latinos in Minnesota as of 2006.

Average income of the Latino household in the Mpls/St. Paul area.

Annual growth rate of Latino buying power nationwide. Compared to 4.9% for non-Latinos.

Population increase for Latinos 1990-2010 . Compared to 14.8% for non-Latinos.

Rate of growth of Latino buying power in Minnesota 1990-2005.

Average number of persons in the Latino household. Compared to 2.4 for non-Latinos.

Percentage of Latino homeowners.

Percentage of Latinos in Minnesota born in the US, another 8% are naturalized.

Latinos spend more than non-Latinos on groceries, telephone services, furniture, small appliances, children’s clothing, and footwear. Latinos spend a higher percentage of their income on restaurants, housing, vehicle purchases, gasoline and motor oil (Source: Selig Center).

billion

billion

thousand

Clients & Testimonials

“The multiple services offered by Latino Communication provided us with the opportunity to reach and stay informed about a distinct and important part of our community, not effectively reached with traditional media. “

Ben Lopez, Vice President of Community AffairsUS BANK

“My business and marketability have been greatly increased through Gente de Minnesota and El Directorio Hispano. The holiday ads in the newspaper have been especially effective. In the last four years I’ve been working with them, I’ve watched Latino Communications grow dramatically.

Jose Carlos Gracia, SalesLuther Toyota

“LCN’ has helped the Minnesota Twins connect with the Latino community through their publications and market insight. We are looking forward to continuing and growing our partnership.”

Nancy O’Brien, Advertising DirectorMinnesota Twins

“Since 1997 La Prensa and Gente de Minnesota havebeen the most reliable way to develop familiarity with the

Latino community. I credit my relationship with LCNfor my constant annual growth in sales.

Alex Treviño, Sales Manager Polar Chevrolet Mazda

“Mi experiencia con la revista Vida y Sabor fue satisfactoria he recibido muchas llamadas y tambien los precios son bastante razonables y el servicio que me brindaron fue muy bueno.”

Jose Soto, DueñoAlmacenes Marias, Chicago, IL

“The Hispanic Directory is a wonderful resource to utilize to reach the Latino community.”

Debora Alexander, Diversity RecruiterHennepin County Human Resources Dept.

Vida y Sabor

[ Profile ]Founded: August 2000Publisher: Juan Carlos AlanisWebsite: vidaysabor.comFrequency: WeeklyPublishing day: FridayFormat: TabloidSize: 10.5”x12.5”

Circulation: 15,000 copiesRack distribution: 15,000Coverage: Twin Cities MetroCirc. Audited by: CACPage Count: 24-32Language: 100% Spanish

Effective January 2010

Member since 1999

> Editorial mission -To serve the young reader with educational and entertaining content. -To provide information about the Latino scene in Minnesota. -To function as a catalyst for social and human relations within the young Latino crowd.

> Target reader: -The growing Latino population between the ages of 18-30, 75% of whom are Mexican. -90% prefer Spanish, 50% are bicultural -A favorite of young Latinas.

> Readership 52,500 (estimated 3.5 readers per copy)

> Highest circulation rate -VyS has the highest pick up rate of any Latino publication in Minnesota.

The Latino alternative weekly in Minnesota

[ Deadlines ]Space Reservation: Wednesday 6 pmMaterials submission: Friday 6 pmClassifieds: Friday 6 pmFax ads hardcopies to: 612-729-5999Email ads to: ads@lcnmedia.comJPG, PSD, AIs, PDFs & EPSs preferred

[ Rates ]

> Modular Rates for ROP (Net)

B/W Color Full Page $1,200 $1500 1/2 Page $ 630 $ 788 1/3 Page $ 420 $ 525 1/4 Page $ 330 $ 413 1/6 Page $ 220 $ 275 1/8 Page $ 173 $ 216 1/12 Page $ 120 $ 150 Agencies add 15%

> Rates for Classifieds Col-inch: Same pricing as B/W ROP

> Open Rates for FSIs (Inserts): Per 1000s: $100 (Min 5K)> Premium Placement: Add 10%

[ Frequency Discounts ] 6-12 Weeks 5% 13-25 Weeks 10% 25-51 Weeks 15% 52+ Weeks 20% Prepayment 5%

[ Modular Advertising]The following table shows the most common ad prices and sizes:

Modular Ad PricesBW/Color Open 6-12x 13-25x 26-51x 52+Full $1,200 $1,140 $1,080 $1,020 $9601/2 $630 $599 $567 $536 $5041/3 $420 $399 $378 $357 $3361/4 $330 $314 $297 $281 $2641/6 $220 $209 $198 $187 $1761/8 $173 $164 $155 $147 $1381/12 $120 $114 $108 $102 $96

Please note: above rates are NET “per insertion”, don’t include prepay discounts

Modular Ad SizesA1 Full Page: 9.65”x11.50” B1 1/2 Vertical: 4.67”x11.50” B2 1/2 Horizontal: 9.65”x 5.67” C1 1/3 Vertical 3.06”x11.50”C2 1/3 Horizontal: 9.50”x 3.73”D1 1/4 Vertical: 4.67”x 5.67”D2 1/4 Horizontal: 9.50”x 2.76” D3 1/4 Columnal: 2.26”x11.00”E1 1/6 Vertical: 4.67”x 3.73” E2 1/6 Horizontal: 9.50”x 1.79”F1 1/8 Vertical: 2.26”x 5.67”F2 1/8 Horizontal: 4.67”x 2.76”G1 1/12 Horizontal: 4.67”x 1.79”

A1B2

B1

C1

D1 D2D3 E1

F1 F2 G1

C2

E2

$1,500 $1,425 $1,350 $1,275 $1,200 $788 $748 $709 $669 $630 $525 $499 $473 $446 $420 $413 $392 $371 $351 $330 $275 $261 $248 $234 $220 $216 $205 $194 $183 $173 $150 $143 $135 $128 $120

La Prensa/Gente de Minnesota19 years serving theLatino Community!

[ Profile ]Founded: 1991Publisher: Juan Carlos AlanisWebsite: laprensa-mn.comFrequency: WeeklyPublishing day: FridayFormat: TabloidSize: 10.5”x12.5”

Circulation: 15,000 copiesRack distribution: 15,000 Free DistributionCoverage: Twin Cities MetroPage Count: 24-32Languaje: 100% Spanish

Effective January 2010

> Editorial mission -La Prensa de Minnesota covers issues key to the Latino community and the community at large through reliable, analytical content and an innovative, community approach.> Target reader: -First/second generation Latino immigrants, ages 21-54. -75% are Mexican -90% prefer Spanish

> Readership 55,000 (estimated 3.5 readers per copy)

> Bicultural/ Bilingual -A bridge between communities since 1991.

[ Special Editions ]

[ Rates ]

> Modular Rates for ROP (Net)

Full Page $1,944 1/2 Page $1,020 1/3 Page $ 680 1/4 Page $ 510 1/6 Page $ 340 1/8 Page $ 255 1/12 Page $ 170 Agencies add 15%

> Color Process Fees Full Page: Add $300 1/2 Page: Add $150 1/4 Page & > Add $ 75

> Premium Placement: Minimum 1/4 Page Add 10%

> Open Rates for FSIs (Inserts): Per 1000s: $100 Minimum Qty: 5000 Max Size: 10”x12”

> Open Rates for Classifieds Col-inch: Local Net: $20 National Net: $24

> Classified Column Size:

[ Frequency Discounts ]

1 Column = 1.80”2 Columns = 3.72”3 Columns = 5.65”

6-12 Weeks 5% 13-25 Weeks 10%

[ Deadlines ]Space Reservation: Friday 6 pmMaterials submission: Monday 5 pmClassifieds: Tuesday 5 pmFax ads hardcopies to: 612-729-5999Email ads to: ads@lcnmedia.comJPG, PSD, AIs, PDFs & EPSs preferred

[ Modular Advertising]The following table shows the most common ad prices and sizes:

Modular Ad Prices Open 6-12x 13-25x 26-51x 52+Full $1,944 $1,847 $1,743 $1,652 $1,5551/2 $1,020 $969 $918 $867 $8161/3 $680 $646 $612 $578 $5441/4 $510 $485 $459 $434 $4081/6 $340 $323 $306 $289 $2721/8 $255 $242 $230 $217 $2041/12 $170 $162 $153 $145 $136

Please note: above rates are NET “per insertion”, don’t include color fees or prepay discounts

Modular Ad SizesA1 Full Page: 9.65”x11.50” B1 1/2 Vertical: 4.67”x11.50” B2 1/2 Horizontal: 9.65”x 5.67” C1 1/3 Vertical 3.06”x11.50”C2 1/3 Horizontal: 9.50”x 3.73”D1 1/4 Vertical: 4.67”x 5.67”D2 1/4 Horizontal: 9.50”x 2.76” D3 1/4 Columnal: 2.26”x11.00”E1 1/6 Vertical: 4.67”x 3.73” E2 1/6 Horizontal: 9.50”x 1.79”F1 1/8 Vertical: 2.26”x 5.67”F2 1/8 Horizontal: 4.67”x 2.76”G1 1/12 Horizontal: 4.67”x 1.79”

January: Review of the YearJanuary: Person of the Year

May: Cinco de MayoAugust: La Prensa Anniversary

September: Primaries 2008November: Presidential Elections 2008

4 Columns = 7.57”5 Columns = 9.50”

A1B2

B1

C1

D1 D2D3 E1

F1 F2 G1

C2

E2

26-51 Weeks 15% 52+ Weeks 20%

Pre-payment 5% extra discount

The Leading Latino Newspaper in Minnesota

Now included with La Prensa de MN

Una Publicación de Latino Communications NetworkMinneapolis MN 612-729-5900

WWW.LAPRENSA-MN.COM

MINNEAPOLIS 23 DE FEBRERO AL 5 DE MARZO, 2006 \ VOL. XVI \ N° 705

¿Por qué Minnesota?Irán y la energía nuclear, un cuento con un final inciertoIran and nuclear power: a story with an uncertain ending INTERNACIONAL PG 14

¿Hay esperanza?Is there hope?

NACIONAL PG 12 Durmiendo Con ChávezSleeping with ChávezECONOMIA PG 8

MN - 2006:Trabajadores indocumentados, protagonistas pero no invitadosMN - 2006: Undocumented workers, uninvited guests to a political race LOCAL PG 10

Quinto Festival anual de teatro enfocado en la mujerFifth Annual Political Theater Festival Focuses on WomenCULTURA PG 25

Why Minnesota?

SUMARIO

L to R: Jesse Bethke Gomez, Susana de León, David Spencer, Gloria Contreras Edin and Angel Morales stand

in Minnesota’s halls of power at the State Capitol / en los corredores del poder en el Capitolio Estatal.

MN Hispanic Directoy 2010[ Profile ]

Founded: May 2000Website: directoriodeminnesota.comFrequency: YearlyPublishing day: June 15thFormat: BookletSize: 6”x9.4”

Circulation: 20,000 copiesDigital readers: 100,000+ Coverage: Twin Cities MetroCirc. Audited by: n/aPage Count: 180Language: 100% Spanish

Effective January 2010

> Mission -To provide useful and accurate information to our community.

> Target reader: -The Latino family residing in the Twin Cities area.

> Reach 150,000+ readers a year.

> Mission -Bring entertainment and information about pop culture to Latinos in minnesota.

> Target reader: -The Latino younger reading, interested in urban life, fashion, and today’s topics.

> What can you expect to find in Latinos: -Music -Technology -Health -Videogames -Celebrities -Tourism -Relations -Homes -Local eventos -Special reports

The guide for the Latino family in Minnesota

[ Rates ]

> Rates Glossy Pages

Color Full Page (6”x9.4”) $3,900 Double Page $7,800 Back Cover $9,450 Front Inside Cover $6,000 Back Inside Cover $5,200

> Rates Yellow Section

B/W Color Dble.Truck $3,366 $3,816 Full Page, 5.25”x8.50” $1,870 $2,120 1/2 Page, 5.25”x4.25” $1,075 $1,220 1/4 Page, 2.60”x4.25” $ 610 $ 690

> Special Services Ad-veritorial, 1 Page $ 700 Ad-veritorial, 2 Pages $1,200 Enhance Listing: $ 100

> Premium Placement: Add 10%

[ Deadlines ]

Space Reservation: March 15thMaterials submission: March 30thEmail ads to: ads@lcn media.comPSDs. AIs, PDFs & EPSs preferred

[ Sponsorship opportunities ]

Platinum Sponsor: $9,750 Logo on Cover, Glossy, Placement & ListingsGold Plus Sponsor: $7,500 Logo on Cover, Double Yellow, Placement & ListingsGold Sponsor: $5,500 Logo on Cover, Yellow Page, Placement & Listings

LATINOS Minnesota Magazine

Celebrating 10 yearsof serving our Community!

NEW!Starting April 2010.

[ Deadlines ]Modular advertising sizes and prices by frecuency

Modular Ad Prices Sizes Open 4x 8x 12x Inside Front cover 8.25”x10.75” N/A N/A $1,600 $1,500Inside Back cover N/A N/A $1,500 $1,400Back Cover N/A N/A $1,600 $1,550Page 3 N/A N/A $1,600 $1,500Full $1,700 $1,500 $1,350 $1,2001/2 3.5”x10.25” $925 $800 $725 $6501/3 2.5”x10.75” $850 $725 $700 $6501/4 3.5”x5” $525 $450 $425 $4001/8 3.5”x2.4” $275 $250 $225 $200

Please note: above rates are NET “per insertion”, don’t include prepay discounts

Production 2010Calendar

Issue Date Dateline

April 2May 7June 4July 2

August 6 Sept 3

October 8Nov 5Dec 3

Other Markets available for advertising:Ohio: Cinicinnati • Dayton • Columbus •

ClevelandMichigan: Detroit

Kentucky: Louisville • LexingtonTennessee: Nashville

Georgia: AtlantaAsk your rep for multimarket rates

March 22April 26May 24June 21July 26August 23Sept 27October 25Nov 22

Internet Advertising

> What can you expect to find in Latinos: -Music -Technology -Health -Videogames -Celebrities -Tourism -Relations -Homes -Local eventos -Special reports

[ Profile ]The internet plays a very important role in our world, and for Latinos it has become a vital way of communicating and keeping in touch with friends and families, without borders or limits.After only one year of operation, we are receiving close to 10,000 unique visitors a month on each site, growing expo-nentially month by month. Latinos are definitely a growing presence on the Internet.

[ On-Line Advertising Monthly Rates ] Size (pixels) Home Page HP+Channel

Button 120x90 $100 $150Square 120x120 $150 $200 Full Banner 468x240 $200 $250Vertical Banner 120x240 $200 $250Sky Scrapper 120x600 $250 $300* Ask for size (kb) limitations and rich media capabilities.

www.laprensademn.com www.gentedeminnesota.com www.lainvasora1400.com www.vidaysabor.com

We are ready to reach youraudience with new media!

[ Web site advertising ]

[ E-newsletter Advertising ]

[ Digital Edition Advertising ]

[ E-newsletter Advertising Rates ]Reach people directly in their mailboxes with our weekly email blasts. Each week 5000+ emails are sent twice with the latest digital copy of our publications along with useful information about upcoming activities, events and other promotions.Rates: Weekly Monthly-Any size ad plus link, once/week $75 $250-Any size ad plus link, twice/week $125 $400

[ Digital Edition Advertising Rates ]Our interactive digital editions of our newspapers comple-ment perfectly every advertising campaign.Reach a greater audience with no geographic limitations.All printed ads are included for FREE in the digital edition.

Add a link to your side from your digital ad for just: $75/week.

Ads in just the digital edition are half price of the regular rate.

[ Profile ]Station: La InvasoraFrequency: 1400 am & 1470amCall letters: KMNV-AM & KMNQ-AMAvailability: 24/7Format: Mexican RegionalTarget Listener: Hispanics A18-49Coverage: >50% are A18-30

General Manager: Karla OrtizDMA: Minneapolis/St Paul MNMain features: Morning Rush: 6am-12am Mid-day Show: 12am-1pm Afternoon Drive: 3pm-7pm Evening Show: 7pm-12am

> Mission -To entertain our community with the best music variety and radio shows. -To serve and support the growth of our community with reliable information. -To become the radio outlet of choice for companies interested in reaching Minnesota’s Latino community.

> Target listener: -Hispanics A18-49, where more than 50% are in the 18-30 range.

> Coverage Map

“Invading your senses with the best music”

[ Current Rates ]> 60 Second Spots

M-F 6am -7pm $50 M-F 7pm-12m $40 M-Su 6am-12m $40 Sat 7am-7pm $35 Sun 8am-5pm $30

Day parted: M-F 6am-10am $60 M-F 10am-3pm $50 M-F 3pm-7pm $60

Radio “La Invasora”

All rates are NET. Good through December 31, 2010

> 30 Second Spots

M-F 6am -7pm $40 M-F 7pm-12m $30 M-Su 6am-12m $30 Sat 7am-7pm $25 Sun 8am-5pm $20

Day parted: M-F 6am-10am $50 M-F 10am-3pm $40 M-F 3pm-7pm $50

According to FCC signal records, our signal can be heard as shown:

[ Promotional Opportunities ]One Hour Live Broadcast on LocationInclude:

-20 promotional announcements of 15 sec.-Three 120 seconds cuts-in from your business.-Live mentions-Giveaways such as CDs, key chains, tshirts

$1500 plus $100 talent fee

Sponsorships opportunities:There are several ways to promote your brand or busi-ness in “La Invasora” shows, ask your rep for options that start as low as $200/week.

What is the“Mexican Regional” music format? The world of Hispanic/Latino music involves many different genres and styles, Latin music is as varied as the cultures of the 20 plus countries that speak Spanish as their mother language. At “La Invasora” 1400am and 1470am, we have decided to focus on the “Mexican Regional” genre, which is proven to be the most popular and succesful nationwide, mainly because it serves the 75% of Latinos in the USA, who are of Mexican roots.

The “Mexican Regional” genre includes:

Ranchera: Usually performed by mariachis, popular in central Mexico.

Norteña: Accordion music played in the northern part of Mexico.

Texana: Norteña music with a Texan twist, still in Spanish.Cumbia: Colombian original, was quickly adopted in Mexico.Banda: Based on wind instruments, the genre is from

northwestern Mexico.Boleros: Slow and rhythmically simple romantic ballads.Duranguense: Music with roots in the northern state of Durango.

Recording Fees: “La Invasora” would gladly produce high quality radio spots for a $150 recording fee. Includes translation, production & talent.This service has no fees with 3+ months contracts (limited).

Covering the metro areawith the hottest Latino music!

Events, Marketing & More...

Event Marketing

As the Latino community continues to grow and develop so do the methods of marketing to this group of valuable consumers. Gone are the days when one ad placement before Cinco de Mayo or during Hispanic Heritage month was considered effective marketing to Latinos.

Simply put, even an ad in a Spanish newspaper every single week will not guarantee that a company will attract Latino consumers.

Minnesota’s Latino community has grown much more sophisticated and competition to earn their business has increased. By using a combination of traditional advertising and such new, alternative ways of reach Latino consumers as event marketing, your business will stand out from your competitors.

Several large festivals and events that offer great sponsorship and exhibit opportunities already exist within Minnesota’s Latino community. They include:

-Cinco de Mayo (May)-Lake Street Festival 2008 (June)-Día de Independencia / Mexican Independence Day (September)-Hispanic Heritage Month (September / October)-Miss “Vida y Sabor” (November)

Latino Networking Events For several years now Latino Communications has been hosting Latino

professional networking events in order to bring together diverse members of the Latino professional world. These members of the community work in diverse professions and live throughout the Twin Cities Metro Area.

Our networking nights are by-invitation-only events. Our networking list includes LCN clients and professionals who have signed up for the list through our website. Others may also be referred by clients and participants.

The list is circulated through many corporations’ in-house Latino networking groups including Wells Fargo, American Express, US Bank, and Medtronic. If you would like to receive your invitation, please sign up at our home page (www.lcnmedia.com). Registration and attendance are free. Sponsorship opportunities are available. Co-sponsors pay only $300 per event to give a 10-minute presentation. They also can provide company literature, exhibit product demos and are included on the invitation.

Customized Solutions

We pride ourselves on offering the most effective ways to reach Minnesota’s Latino community. Along with the services we provide, we are always willing to work with you to develop new communications means and vehicles to help accomplish your goals.

1516 E. Lake St. #200Minneapolis MN 55407

Phone 612-729-5900Fax: 612-729-5999

info@lcnmedia.com

www.lcnmedia.com