This Week in Las Noticias

Killion: Quakes covet fervent Latino fan base (San Jose Mercury News) - San Jose is an excellent place for a Major League Soccer team because it boasts a knowledgeable, enthusiastic fan base that will show up in droves. But the Earthquakes, in their various incarnations, have had a difficult time tapping that fan base.

Direct sales company focuses on Hispanics (Miami Herald) - Peddling everything from rice cookers to rouge, Hispanics have turned into a driving force in the home-based selling industry in recent years.

Premio Placement (Mediaweek) - "The show is the No. 1 awards program in Spanish television; you don't have to explain [to marketers] that it's our Super Bowl. It already has that reputation," said Ray Rodriguez, Univision president/COO.

Ford's Newest Hispanic Campaign Turns On 'Luchadores'' (Marketing Daily) - The Hispanic campaign uses the Mexican version of professional wrestling--in which masked luchadores compete--to extol the virtues of the Ford Edge crossover, Focus and Fusion cars, and the F-150 truck.

Nielsen Seeks Advice From Hispanic Leaders (TVweek) - The Nielsen Co. has formed a national Hispanic/Latino Advisory Council (HLAC), an independent advisory group comprised of community and business leaders, to help the company recruit, measure and accurately report on Hispanic television households in the U.S.