AMBIENTE MEDIA offers you a powerful way to introduce your business, product or
service and increase your profitability and connect with a strong economic community.
Our readers and viewers are highly devoted to Ambiente and are eager to support advertisers
who offer products or services through Ambiente Magazine & Ambiente TV.
AMBIENTE Magazine is a bilingual Hispanic gay publication produced monthly, free of
charge, distributed electronically around the globe and reaches over 40,000 loyal readers
monthly with a direct market to the United States, the Caribbean, Central and South America.
Ambiente Magazine is about Latino art, style, politics, health, sports, cultural and
entertainment. We provide celebrity and community activist information and interviews,
thought-provoking articles, contributing writers from around the globe, and personal
viewpoints-all written from an LGBT (lesbian, gay, bisexual, and transgender) Latino
Ambiente Magazine is available free of charge via the web at www.ambiente.us
AMBIENTE TV is the first TV program of its kind, a weekly nationally televised talk show,
dedicated to informing, educating and entertaining the Latino/Hispanic LGBT (lesbian, gay,
bisexual, transgender) community on positive Hispanic arts, culture and life issues.
Ambiente TV can be seen via Nueva Vidavision Network.
Currently Ambiente TV can be seen in over 17 states, coast to coast and in over 171 cities
across the country and will expand to include TV coverage in Latin America in the Spring 2005.
Specifically, our audience is
Men and Women
Strong Consumer Brand Loyalty
Possess High Expendable Income
LGBT Buying Power
The Total buying power of the lesbian, gay, bisexual and transgender adult population in 2003
has grown to $485 billion up from $451 billion a year ago. With an estimated 5% increase for
2004 and an additional 3% for 2005.
LGBT market is the third largest in the US after African-Americans at $688-billion and the
Hispanic at $ 653-billion. The fourth largest group is the Asian American at $344 billion.
Based on several population samples, the analysis conservatively benchmarked 6% to 7% of
the adult US population as lesbian, gay, bisexual, transgender or between 14 and 16 million
individuals over the age of 18. The estimate assumes that average income patterns within the
LGBT population generally reflect those of the population as a whole over the age of 18, that
the population may be adjusted to take into account a higher proportion of males and based
on the same -sex household Census data, that lesbians and gays appear more likely to live in
metropolitan areas than the population as a whole.
Given the growing visibility of the LGBT consumer dollar, corporate America is paying
attention as shown by the popularity of new television trends such as Bravo's "Queer Eye for
the Straight Guy" and innovative marketing campaigns by many Fortune 500 companies to
target same-sex households. This is where Ambiente Magazine and Ambiente TV can best
help you reach your target market.
One in five same-sex households have children under the age of 18, and usually have needs
similar to other families, while single Gay men trend to be early adopters and often enjoy
upscale products. Smart marketers look for these distinctions and develop strategies to target
this sizable market segment.
Buying power is one measure of the growth and size of the LGBT consumer market.
Buying power is another term for disposable personal income which is the total after-tax
income available to an individual to spend on personal consumption, personal interest
payments or savings. Traditionally, it equals roughly 86% of income.
Components of the Latino/Hispanic culture
Latino refers to people from south of the US border and Hispanic refers to people from
Spanish Speaking Caribbean. It is politically correct to call everyone Latino, though in some
parts of the country the term of choice is Hispanic.
Latinos comes from all different educational and economic levels. It is a mistake to assume
that they are "temporarily" in the US and that they send all of their earnings to family at home.
Many do send money and goods to help support family members but most have come here to
stay and the huge amount of buying power that they have is spent locally.
- They are entrepreneurs.
- Hard workers.
- Strong sense of loyalty and "family value".
- Tax payers.
- Pay in cash for goods and services.
- They are extremely brand and store loyal.
- They prefer to shop where they find the environment "comfortable"
- Integrity and courtesy from employees are highly valued for repeat business.
References are extremely important-if one member of the family or community has a positive
experience with a store or business, his/her friends and family will shop there too. The
opposite is also true-one bad experience shall be discussed within the family and the
community and they will stay away.
Latino culture focuses on the group rather than the individual as in the US.
The importance of community opinion is paramount in securing their business.
The decision to pursue the Latino market is an easy one to make in light of the demographics
and tremendous buying power of this exploding population.
Targeting a particular market has always required a strategy specifically tailored to that group
and tapping into the Latino market requires that same level of expertise.
Like all immigrant groups who have come to this country they have come in pursuit of the
Selling to Ethnic Markets
Virtually every mayor company in the US wants to sell their products and services to Ethnic
minorities, including African, Latino, LGBT and Asian Americans.
Because they recognize that the ethnic markets are a huge source of potential business.
According to the Selig Center for Economic growth these communities will spend $1.6 trillion
dollars in 2003 with an annual increase of about 5%. This almost triples what it was in 1990.
Hispanic buying power is increasing faster than that of any other minority group in the nation
and that pace is expected to continue according to researchers at the University of Georgia.
For corporate America that represents a pool of sales of $580.5 billion in 2002. By 2007 it's
expected to swell to $926.1 billion as Hispanics' buying power grows at a rate almost three
times as fast as that of whites.
Market for Latinos/Hispanic Living
La Buena Vida
From French cognac to James Bond style sports cars, makers of luxury goods are targeting
the affluent LGBT (lesbian, gay, bisexual, transgender) Latino/Hispanic to market their
upscale brands and introducing new products in to the US.
In a marketing trend prestige marketers are realizing that their are a growing number of
Lesbian, gay, bisexual, transgender Latinos with big bucks and that they like to spend on
pricey status symbols.
Advertising Proposal for your needs
Please Contact: Miriam â€œCuquiâ€� Almer (786) 356-1665. Ms. Almer brings to Ambiente
Magazine and Ambiente TV over 20 years of experience in developing and creating a positive
and profitable image for our readers and viewers.
Based on our research and expertise, Ambiente Magazine and Ambiente TV offers your
business a sponsorship/Advertising program as follows.
A monthly advertising commitment will bring your business to the opportunities that Ambiente
Magazine and Ambiente TV offers you, commencing on the date agreed by you.
Ambiente Magazine & TV will work with the artwork copy and information desired by your
business and send to Ambiente via electronic file, 15 days prior to the first of each month.
Ambiente Magazine & TV will
- Feature your business on main e-magazine & TV page each month.
- List your business as a sponsor in all publications and programs.
- Ambiente TV will present your business as a sponsor each week.
- Ambiente Magazine will offer web link to your web site and/or contact information.
- Ambiente Magazine and Ambiente TV will offer you Advertising Packages to fit your budget
and your needs for a profitable goal.
www.ambiente.us 786-356-1665 851 SW 1st Street, Miami, Florida 33130
|We are seen in 17 states
and 171 cities across the US
and the Americas
Now seen in Costa Rica
and expanding across
Out in Spanish
BY ANA VECIANA-SUAREZ February 26, 2005
When Ron Brenesky first went on the air last fall as host of the Spanish-language
cable talk show Ambiente, there was plenty he needed to learn about TV
production. Like what the hand signals from the producer meant. Like when to stop
''I had very little experience, so when they were counting down to a commercial I
had no idea what they wanted me to do,'' he recalls with a laugh. ``I kept talking.''
He might not have been privy to the industry's signals, but he and a group of
investors knew exactly what they wanted Ambiente to be: the first Spanish-language
talk show aimed at lesbian, gay, bisexual and transgender groups.
Three months after its birth, the half-hour show can be seen in 171 cities in 17 states
through the Nueva Vidavision Cable. It expects to be in Costa Rica and Nicaragua
by spring -- the first step in an effort to reach the Caribbean and Latin America
through the Miami-based show.
Its quick growth is a testament to the need of the community, Brenesky adds. While
the mainstream gay and lesbian community in the United States has established
media outlets and a history of lobbying for its civil rights, Latino homosexuals are
way behind in both.
''We're a minority within a minority,'' he says. ``We are where the U.S. movement
was 30 years ago.''
The name Ambiente literally translates into environment or atmosphere, but it also
has its coded message. In Latin America, it can mean the gay scene. Thus, the name
for the program.
What's more, the cable show mirrors the topics and issues covered each month in
the bilingual Internet magazine by the same name, www.ambiente.us. Launched
three years ago by Brenesky, Herb Sosa and the Unity Coalition of Miami-Dade, a
nonprofit grass-roots organization that focuses on gay issues, this month's issue of
the e-zine has, among other things, an interview with a female impersonator, a news
story on the Chicago gay games in 2006 and a piece on efforts to create a gay
district in Spokane, Wash.
At Ambiente TV, the product is similar and the staff more diverse, a mix of both
straight and gay professionals, with a blend of nationalities. The result is an
entertaining, if a little offbeat, product that -- as producer Miriam ''Cuqui'' Almer
puts it -- is ``a potpourri, a little bit of everything, with stories geared even for
Almer, a veteran Cuban-American entertainment promoter, is straight. This is her
first foray into the gay entertainment world, a result of a longtime friendship with
Brenesky, who recruited her for the post. She expects each segment to be so
balanced and informative that viewers, regardless of sexual orientation, will tune in.
''I see Ambiente TV becoming a well-known name, a household name,'' she adds.
``The subjects we deal with appeal to many people, not just gays. We can be a
voice for the voiceless.''
The subjects are, indeed, varied. Guests and topics are chosen to fit the requests
from a survey taken last year of the Ambiente magazine audience. In that report,
readers say they wanted more information on civil rights, health issues, arts and
culture, and politics -- in that order. So the show has featured local painters and
interviews with gay rights leaders. In last week's show, for instance, Brenesky
interviewed astrologer Ivan D'Ogun and Monica Taher, the Latin media coordinator
for the Gay and Lesbian Alliance Against Defamation (GLAAD).
The angle is always positive. ''We don't want the negative side of the Latino
community on our show,'' Brenesky insists. ``We already get that in the mainstream
media. As a minority, we are discriminated against, so we need to put out the
positive side. I think this is especially true with the gay Latino community.''
Brenesky and other Unity Coalition members are so adamant about this that they
refuse paid ads from escort services and the like. Some of their earliest sponsors,
for instance, are relatively staid, such as the Memorial Plan cemetery and funeral
services, various consulting groups and retailer Guayabera Etc. (Brenesky wears a
guayabera every show.)
The show may not have gone on the air if it had not been for the curiosity of William
Tonelli, director and founder of Nueva Vidavision. Last year he met Brenesky when
the gay rights activist was in his studio for a debate on gay issues. A straight
Venezuelan who had worked in local Spanish-language TV, Tonelli recognized the
potential for a program aimed at gay Hispanics.
''In our community, gays are taken as something of a joke,'' Tonelli says. ``. . . Their
issues are not taken seriously. This is an opportunity to inform the community in a
serious fashion about important issues.''
The show is not without self-deprecating humor, however. Perhaps its most
memorable permanent guest is Marytrini, a female impersonator whose real name is
Alexis Fernandez. Heavily made up, with different wigs, Marytrini sashays about the
stage of Nueva Vidavision studio adding humor to every segment. Her trademark
saying: Sientanse feliz de lo que son. (Be happy with who you are.)
Marytrini and her Divas of the Jacuzzi are an immensely popular act at a local
supper club, and she says her fans come from all walks of life. ''We're looking for a
new class of people without prejudice,'' Marytrini says. ``People who will not be
afraid of change, which is always scary for Latinos.''
Reaching the broad spectrum of U.S. Latinos, however, is not easy. Language --
regional differences and intonations -- can be a stumbling block to understanding.
That's why, Brenesky says, he always starts the show by acknowledging variety in
his introduction. Inviting guests to talk, he uses different synonyms for ''talk'' -- such
as hablar, charlar, platicar -- to include different nationalities.
What's more, the gay community is hidden -- and, at best, ignored -- within the
Hispanic community. ''We are considered the eccentrics,'' says Brenesky.
``Nobody wants to admit we are gay.''
Ambiente, he hopes, will change all that.
Where to watch
Ambiente airs on two local cable stations in South Florida -- Adelphia's upgraded
Channel 620 in South Dade and Charter Communications' 252 in Miami Beach --
at 3 p.m. Fridays and 10 p.m. Sundays.
|AMBIENTE TV AT WORK:
William Tonelli, director & founder of
NuevaVida Vision, show co-presentors
Marytirini, Ron Brenesky,Christian Aguilar &
Ivan DeOgun, and show producer,
PHOTOS: John Van Beekum - Herald Staff