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By Don Suls

As President-elect Donald Trump prepares to take office, the public views one of his signature campaign promises – the construction of a wall along the U.S.-Mexican border – as a less important goal for immigration policy than several other objectives, such as cracking down on visa overstays.

Asked about eight possible goals for U.S. immigration policy, majorities rate each one as important, except one: Only 39% view building a wall along the U.S.-Mexican border as a very or somewhat important goal.

Most Americans (58%) say it is important to increase the number of deportations of people in the U.S. illegally, another of Trump’s campaign proposals that he has emphasized since winning the election. The latest Pew Research Center estimate puts the number of unauthorized immigrants in the U.S. at 11.1 million.

The most widely supported goal for U.S. immigration policy is to establish stricter policies to prevent people from overstaying visas. Nearly eight-in-ten (77%) view this as an important goal, according to a Pew Research Center survey conducted Nov. 29-Dec. 12 among 4,138 adults on the nationally representative American Trends Panel.

In fiscal year 2015, nearly 400,000 visitors to the U.S. overstayed their visas, according to a recent estimate by the Department of Homeland Security.

Among other immigration goals, 73% say it is important that those in the U.S. illegally do not get government benefits if they are not qualified to receive them, while 72% say it is important to allow people who came to the U.S. illegally as children to remain in the U.S. and apply for legal status.

In addition, about six-in-ten (62%) say it is very or somewhat important to establish a way for most people here illegally to stay legally, while 61% say the same about taking in civilian refugees from countries where people are trying to escape violence and war.

As deportations of undocumented immigrants have fallen in recent years, 58% say that increasing the number of deportations is an important goal for U.S. immigration policy. An identical majority (58%) says it is important to encourage more highly skilled people from around the world to live and work in the U.S.

There are partisan differences on each of these goals for U.S. immigration policy, but the widest by far is over building a southern border wall. Two-thirds of Republicans and Republican-leaning independents (67%) say construction of a wall on the U.S.-Mexico border is an important goal for immigration policy, compared with just 16% of Democrats and Democratic leaners.

While most Republicans regard a U.S.-Mexican border wall as an important goal, larger shares of Republicans see other goals for immigration policy as important: 93% say it is very or somewhat important to prevent immigrants in the U.S. illegally from receiving government benefits they are not qualified for; 90% say it is important to establish stricter policies to prevent visa overstays; and 81% see increased deportations of those in the U.S. illegally as important.

Among Democrats, the most widely supported goals are allowing people who came to the U.S. illegally as children to remain and apply for legal status (82% say this is important); taking in refugees trying to escape violence (79%); and establishing a path to legal status for most immigrants in the U.S. illegally (76%).

Despite the wide partisan differences on many of these goals, four of the eight proposals are viewed as important by majorities in both parties. For example, while 90% of Republicans say it is important to devise policies to prevent visa overstays, so too do 67% of Democrats.

Your Editor Discovers: The path shows heart and little bull.

By Nick Miroff

Cuban migrants take a photo in front of a U.S flag after arriving in Mexico as part of their journey to the U.S. in May 2016. (Jose Luis Gonzalez/Reuters)

President Obama’s move to rescind certain immigration privileges for Cubans arriving in the United States has rolled up the cushy welcome mat that for two decades essentially allowed any islander to stay if they reach American soil.

Symbolically, it’s a big deal, nudging the United States and Cuba further along the “normalization” path Obama and Cuba’s Raúl Castro announced in December 2014. But as a practical matter, it’s unclear to what extent it can slow Cuban migration to the United States, which has more than doubled in the past two years.

Whether as auto mechanics or would-be migrants, Cubans are world-renowned for their resourcefulness, determination and ability to wring lemonade from desperate circumstances. They will now face the U.S. immigration court system, which has been swamped in recent years by border-crossers seeking asylum.

Cubans can potentially still benefit from the privileges afforded to them by the Cuban Adjustment Act of 1966, which only Congress has the power to lift. Any Cuban “inspected and admitted or paroled” into the United States is eligible for permanent residency after 366 days.

The tens of thousands of Cubans who enter the United States with professional, tourist or other nonimmigrant visas will also likely continue to have an easy path to permanent residency under the terms of the Adjustment Act, having been legally “admitted” into the country. In recent years the U.S. consulate in Havana has issued as many as 41,000 such visas annually.

But immigration attorneys say Cubans who enter the United States without a visa, seeking asylum, would not be considered legally “admitted,” so they would not be eligible for residency through the Adjustment Act.

“You would need a legal entry into the United States,” said Wilfredo Allen, a Miami immigration attorney who handles asylum cases.

What the Obama administration eliminated was the policy of granting Cubans legal entry into the United States simply for setting foot in the United States. This ends the so-called wet-foot/dry-foot policy that dates back to the Cuban rafter crisis of 1994-1995, when the United States began sending back any Cuban intercepted at sea (wet) while allowing those who arrived on U.S. territory to stay (dry).

Yet that’s not how the vast majority of Cuban migrants reach the United States today. The number who arrive in rickety boats and rafts is dwarfed by the amount who walk right in through U.S. ports of entry along the Mexican border.

Last year more than 50,000 did so, many citing a fear that U.S.-Cuba normalization had started the clock ticking for the expiration of their immigration perks.

Despite assurances by U.S. officials to the contrary, they were right. As of last night, Cubans can no longer walk across the border bridge and receive automatic “parole.”

Instead, they will probably do what tens of thousands of Central American migrants do now: wade across the Rio Grande, wait for the Border Patrol vans to arrive, and ask for asylum, citing a fear of persecution if sent home.

Unlike migrants from Mexico, the U.S. can’t quickly turn them back. They must be detained, processed and have their claims adjudicated. In theory, this should happen quickly. In reality, it often takes years.

Central Americans migrants, in particular, have swamped the federal immigration court system with asylum claims since 2014, telling U.S. authorities that they face mortal danger from rampant violence back home. Most of their petitions are ultimately rejected. But Central Americans have also figured out that the process allows them to remain in the United States temporarily, and they can go underground and stay illegally if judges deny their request for “relief,” i.e., asylum.

Now those same immigration courts will take on the cases of Cubans.

“There’s not going to be a separate queue for Cubans,” Obama’s deputy national security adviser, Benjamin Rhodes, who negotiated the normalization deal with Cuba, told reporters Thursday. “So just like any other migrant who reaches our border, they have certain claims that they can pursue, but they’ll be treated as other individuals from other countries are.”

Cuba isn’t a hyper-violent, gang-plagued country like Guatemala, El Salvador and Honduras, where vulnerable migrants may be at risk of being murdered if they’re sent back. But the United States government continues to view Cuba’s one-party system as a repressive one that punishes its citizens for exercising democratic rights. Making the case for a fear of persecution may not be difficult for a Cuban seeking to delay or avoid deportation.

“This takes us back to the old policy,” said Allen, the immigration attorney. “Every Cuban will have to apply for political asylum.”

Allen said that while the credible fear standard is “low,” most asylum requests are ultimately rejected. The federal immigration court system could adjudicate a Cuban asylum request, deny it, and send that person back to the island. But the backlog of asylum cases is so large that such a process often takes years.

A recent New York Times dispatch from the federal immigration courts in Arlington, Va. — which have a reputation for being among the nation’s most efficient — says that it has eight judges and a backlog of 30,000 cases, with some hearings not scheduled until 2022.

The incoming Trump administration could reverse Obama’s orders and reinstate the policies. The Obama administration also eliminated a program — despised by the Cuban government — that made it easier for Cuban medical professionals to defect while serving on foreign “missions.”

Cuban American Sen. Marco Rubio (R-Fla.) said he would like to see that policy restored. But he was less categorical about the wet-foot/dry-foot rules, which he and other Cuban American leaders say has been abused by migrants, ostensibly seeking refuge, who obtain U.S. residency and then travel back and forth frequently to the island.

Editor Remembers: Desperation creates Invention ..

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AHAA elected four members to its Board of Directors in December: founding board member and former AHAA president Daisy Expósito-Ulla (Chairman/CEO d’exposito & Partners) and newcomers Lee Vann (Partner & Chief Strategy Officer, Captura Group), Sandra Alfaro (Managing Director, Wing) and Gonzalo Del Fa (President, GroupM Multicultural).

 

Estrella TV debuted two new morning shows with the debut of a national newscast “Primera Edicion” and a morning talk show “Buenos Dias Familia”. The new morning newscast Primera Edición, is a first look at the news and current events impacting the Latino community in the US, featuring Estrella TV personality Anaís Salazar (7:30 AM/6:30 C). Primera Edición will be followed by the one-hour entertainment morning show Buenos Dias Familia (8 AM/7 C) hosted by Jose Luis Gonzalez and Claudia González “La Coqueta.”

 

Recent Census data shows that the surname Garcia rose from the 18th most-common last name in the U.S. in 1990 to the 6th most popular in 2010. The 20 most popular last names in the country now include six names of Hispanic origin (Garcia, Rodriguez, Martinez, Hernandez, Lopez and Gonzalez).

 

Registration has opened for the Billboard Latin Music Conference, taking place April 24-27th in Miami. http://www.billboardevents.com/event/billboard-latin-conference-2017/

 

 

Mexican soccer player Rafa Marquez partnered with Spotify to create his “4ctitud Attitude” playlist, sharing music that gets him hyped up before a game. His picks include tracks by Marc Anthony, U2, Coldplay, Carlos Vives, The Weeknd, Bruno Mars, Soda Stereo, Heroes del Silencio and more.

 

Zachary Fernandez turned himself into authorities and was revealed as the artist behind the Hollywood sign “Hollyweed” New Year’s Day prank that went viral on social media.

 

 

Univision’s telenovela, “Su verdadero nombre era Dolores”, about the life of Jenni Rivera, will premiere on January 15th. Rivera’s family had filed suit to fight the project, which is told from the perspective of her former business manager Pete Salgado, but a judge in California has allowed the series to move forward.

 

Your Editor Thanks: Latino Loop

By Lee Vann, CapturaGroup co-chair

This week I was honored to be named to the board of AHAA, the Association of Hispanic Advertising Agencies. Having co-founded a Hispanic Advertising Agency over 15 years ago, the opportunity to serve on AHAA’s board is a huge aha moment in my Hispanic marketing career.

This opportunity enables me to give back to a market and industry that has given me and our agency so much. Founded 20 years ago, AHAA has an impressive 45,000 members and strives to “bring Hispanic inspiration and innovation to every marketer in the U.S.” I am inspired by this mission and look forward to advancing it with my fellow AHAA board members across several key areas.

Evangelize the Hispanic Market

The Hispanic market has come a long way, but we still have work to do. Fortunately, the majority of conversations with marketers have shifted from “you should be marketing to Hispanics” to “how to best market to Hispanics” – but there are still plenty of marketers out there who need convincing. Across industries, the data is clear: For brands to grow, they must win with Hispanics, and I look forward to continuing to tell this story with AHAA to anyone who will listen.

Advance Hispanic Marketing Best Practices

Now that most marketers are focused on how to market to Hispanics, the hard work has actually begun. Over the years we have seen different Hispanic marketing models, from a siloed approach where Hispanic marketing was independent from general market advertising, to Total Market where all marketing, regardless of target, is integrated into one cohesive initiative. Needless to say, there are many ways to execute successful Hispanic marketing programs, but successful programs have the following things in common:

  • Executive buy-in and long-term commitment
  • A clear identification of the opportunity, commensurate investment levels and corresponding KPI’s
  • An intimate understanding of the consumer(s), grounded in sound insights
  • Creative that connects with the consumer across the right channels
  • A methodology and commitment to continuously measure KPI’s and ROI

Over the years Hispanic marketers have increasingly been given a seat at the corporate marketing table. Now it’s time to use those seats to educate clients on how to do Hispanic marketing right and to show how Hispanic marketing can drive real growth and ROI.

Inspire and Educate the Future Generation of Hispanic Marketers

Great Hispanic marketing requires great Hispanic marketing professionals, period. Smart companies and agencies will make hiring and training executives and marketing professionals who understand Hispanic marketing a priority. We need to move to a place where the next generation wants to learn Hispanic marketing, a place where Hispanic marketing knowledge is a desired skillset that is compensated appropriately. As an industry, we need to ensure that the next generation understands the professional opportunity represented by Hispanic marketing, is inspired by Hispanic marketing, and has the tools and resources to become successful Hispanic marketing professionals. AHAA is an ideal platform for this and I look forward to helping inspire and educate the future generation of Hispanic marketers.

As I begin my journey as an AHAA board member, I look forward to working with our clients, employees, partners, and other AHAA members to create many more aha moment

Who Is He?

Combining his passion for the Internet and the Hispanic market, Lee Vann co-founded Hispanic Digital Agency, Captura Group in 2001 with a vision for helping brands and organizations connect with Hispanics through digital channels. Lee Vann is a recognized leader in the area of Hispanic digital strategy, bringing forth Hispanic + Digital innovation to Captura Group’s clients. Lee has led the agency on the cutting edge of Hispanic digital strategy for over 15 years and is responsible for the Strategy and Insights teams at Captura Group, working external stakeholders to develop holistic digital strategies that accomplish business objectives and deliver consumer value.

Lee has played a critical role in creating and shaping the Hispanic online marketing industry. He is a contributor to Media Post’s Engage Hispanics blog, wrote the chapter on Hispanic digital marketing in M. Isabel Valdés newest book, Win! The Hispanic Market and is a sought-after speaker at Hispanic and digital marketing conferences. He was named a Hispanic Interactive Advertising Pioneer by the Interactive Advertising Bureau.

Prior to founding Captura Group, Lee launched and served as VP of L90 Latino, the Hispanic division of the publicly traded Internet advertising company L90. Earlier in his career, Lee was Country Manager for Quidel Corporation, a US-based medical diagnostics company, in Madrid, Spain.

Lee holds a B.A. in Economics from the University of California Berkeley and a M.B.A. from the University of Southern California with a concentration E-Commerce. Born in Mexico City, Mexico, Lee is bilingual and bicultural

Your Editor Applauds AHAA and Lee Vann: Yes, Participation. Here, There, EveryWhere