Guy Garcia
Encyclopedia
Guy Garcia is an award-winning journalist, novelist, and multimedia entrepreneur, specializing in multicultural consumerism
Consumerism
Consumerism is a social and economic order that is based on the systematic creation and fostering of a desire to purchase goods and services in ever greater amounts. The term is often associated with criticisms of consumption starting with Thorstein Veblen...

 and socio-economic trends.

Garcia is the current President
President
A president is a leader of an organization, company, trade union, university, or country.Etymologically, a president is one who presides, who sits in leadership...

 & CEO
Chief executive officer
A chief executive officer , managing director , Executive Director for non-profit organizations, or chief executive is the highest-ranking corporate officer or administrator in charge of total management of an organization...

 of Mentametrix, Inc., a next-generation research, marketing and consulting company that combines: [1] multicultural consumer insight from a sociological phenomenon he coined The New Mainstream, for which he has written a book by the same name; and [2] the predictive power of the Implicit Association Test
Implicit Association Test
The Implicit Association Test is a measure within social psychology designed to detect the strength of a person's automatic association between mental representations of objects in memory. The IAT was introduced in the scientific literature in 1998 by Anthony Greenwald, Debbie McGee, and Jordan...

 (IAT) and other online research technologies.

Garcia was a staff writer at TIME Magazine for 13 years, where he covered business, international and arts & entertainment, including a 1988 cover story on the emerging U.S. Latino culture, featuring famed actor Edward James Olmos
Edward James Olmos
Edward James Olmos is an American actor and director. Among his most memorable roles are William Adama in the re-imagined Battlestar Galactica, Lt...

.

He is a former Vice President
Vice president
A vice president is an officer in government or business who is below a president in rank. The name comes from the Latin vice meaning 'in place of'. In some countries, the vice president is called the deputy president...

 at AOL
AOL
AOL Inc. is an American global Internet services and media company. AOL is headquartered at 770 Broadway in New York. Founded in 1983 as Control Video Corporation, it has franchised its services to companies in several nations around the world or set up international versions of its services...

, where he launched AOL Latino, the bilingual entity of AOL International, encompassing all 2 million of its Hispanic subscribers.

A three-time national magazine Awards judge, Garcia serves as a speaker and consultant for major international corporations, including Time Warner
Time Warner
Time Warner is one of the world's largest media companies, headquartered in the Time Warner Center in New York City. Formerly two separate companies, Warner Communications, Inc...

, Reebok
Reebok
Reebok International Limited, a subsidiary of the German sportswear company Adidas since 2005, is a producer of Athletic shoes, apparel, and accessories. The name comes from the Afrikaans spelling of rhebok, a type of African antelope or gazelle...

, The National Ski Aeas Association, Kraft Foods
Kraft Foods
Kraft Foods Inc. is an American confectionery, food and beverage conglomerate. It markets many brands in more than 170 countries. 12 of its brands annually earn more than $1 billion worldwide: Cadbury, Jacobs, Kraft, LU, Maxwell House, Milka, Nabisco, Oscar Mayer, Philadelphia, Trident, Tang...

, the Coca Cola Company, Nissan Motors
Nissan Motors
, usually shortened to Nissan , is a multinational automaker headquartered in Japan. It was a core member of the Nissan Group, but has become more independent after its restructuring under Carlos Ghosn ....

, McKinsey & Co. and the Council on Foreign Relations
Council on Foreign Relations
The Council on Foreign Relations is an American nonprofit nonpartisan membership organization, publisher, and think tank specializing in U.S. foreign policy and international affairs...

. He is a nationally recognized expert in multicultural markets and mega-trends, who has appeared on NPR
NPR
NPR, formerly National Public Radio, is a privately and publicly funded non-profit membership media organization that serves as a national syndicator to a network of 900 public radio stations in the United States. NPR was created in 1970, following congressional passage of the Public Broadcasting...

, ABC World News Tonight, CNBC
CNBC
CNBC is a satellite and cable television business news channel in the U.S., owned and operated by NBCUniversal. The network and its international spinoffs cover business headlines and provide live coverage of financial markets. The combined reach of CNBC and its siblings is 390 million viewers...

, PBS, and New York One.

He is currently chief consultant to the Warner Bros. Hispanic Marketing Project, The Time Warner Research Council Multicultural Consumer Study, and the PBS/BBC co-production Latin Music USA, a four-hour documentary on Latin Music and Culture to air in January 2009.

In the mid-90s, Garcia co-founded Total New York, a highly acclaimed Silicon Alley
Silicon Alley
Silicon Alley is a nickname for an area with a concentration of Internet and new media companies in Manhattan, New York City. Originally, the term referred to the cluster of such companies extending from the Flatiron District down to SoHo and TriBeCa along the Broadway corridor, but as the location...

 start-up and later became the Founding Editor of AOL Digital City, New York.

He currently owns or shares equity in: Mentametrix, Inc., Veritalk, and Montebello Entertainment. He is a member of P.E.N. and an Edward Albee Fellow.

Education

Garcia earned his M.S.
Master of Science
A Master of Science is a postgraduate academic master's degree awarded by universities in many countries. The degree is typically studied for in the sciences including the social sciences.-Brazil, Argentina and Uruguay:...

 from the Columbia University Graduate School of Journalism
Columbia University Graduate School of Journalism
The Columbia University Graduate School of Journalism is one of Columbia's graduate and professional schools. It offers three degree programs: Master of Science in journalism , Master of Arts in journalism and a Ph.D. in communications...

 and his B.A.
Bachelor of Arts
A Bachelor of Arts , from the Latin artium baccalaureus, is a bachelor's degree awarded for an undergraduate course or program in either the liberal arts, the sciences, or both...

 from the University of California, Berkeley
University of California, Berkeley
The University of California, Berkeley , is a teaching and research university established in 1868 and located in Berkeley, California, USA...

—where he graduated with Phi Beta Kappa honors.

Executive History

  • 2008: Publishes The Decline of Men: How the American Male Is Tuning Out, Giving Up, and Flipping Off His Future (Harper Collins), a critical analysis of the economic, cultural and social malaise afflicting the American male, who is opting, instead, for superficial definitions of masculinity, self-destructive behaviors and virtual escapism, which Publishers Weekly
    Publishers Weekly
    Publishers Weekly, aka PW, is an American weekly trade news magazine targeted at publishers, librarians, booksellers and literary agents...

     called "an astute and well-researched meditation on how men might reclaim their identity and place in modern America and why such a transformation is important to future generations of both men and women."
  • 2004: The New Mainstream: How the Multicultural Consumer is Transforming American Business Harper Collins, a critically acclaimed book about emerging demographic, economic and marketing trends in the increasingly multi-ethnic American population. Wins “Best of 2004” Award from Soundview Executive Books Summaries.
  • 2002–Present: President
    President
    A president is a leader of an organization, company, trade union, university, or country.Etymologically, a president is one who presides, who sits in leadership...

     and CEO of Mentametrix Inc.—A multicultural research and marketing solutions company, focusing primarily on the concepts and insights of The New Maintstream.
  • 2002: Vice President
    Vice president
    A vice president is an officer in government or business who is below a president in rank. The name comes from the Latin vice meaning 'in place of'. In some countries, the vice president is called the deputy president...

     of AOL
    AOL
    AOL Inc. is an American global Internet services and media company. AOL is headquartered at 770 Broadway in New York. Founded in 1983 as Control Video Corporation, it has franchised its services to companies in several nations around the world or set up international versions of its services...

     Broadband Programming/Music—Transitioned AOL Music to the new AOL Broadband Product and Programming group.
  • 2001: Vice President
    Vice president
    A vice president is an officer in government or business who is below a president in rank. The name comes from the Latin vice meaning 'in place of'. In some countries, the vice president is called the deputy president...

    , Content & Programming, AOL International—Australia
    Australia
    Australia , officially the Commonwealth of Australia, is a country in the Southern Hemisphere comprising the mainland of the Australian continent, the island of Tasmania, and numerous smaller islands in the Indian and Pacific Oceans. It is the world's sixth-largest country by total area...

    , Canada
    Canada
    Canada is a North American country consisting of ten provinces and three territories. Located in the northern part of the continent, it extends from the Atlantic Ocean in the east to the Pacific Ocean in the west, and northward into the Arctic Ocean...

    , China
    China
    Chinese civilization may refer to:* China for more general discussion of the country.* Chinese culture* Greater China, the transnational community of ethnic Chinese.* History of China* Sinosphere, the area historically affected by Chinese culture...

    , Japan
    Japan
    Japan is an island nation in East Asia. Located in the Pacific Ocean, it lies to the east of the Sea of Japan, China, North Korea, South Korea and Russia, stretching from the Sea of Okhotsk in the north to the East China Sea and Taiwan in the south...

     and Latin America
    Latin America
    Latin America is a region of the Americas where Romance languages  – particularly Spanish and Portuguese, and variably French – are primarily spoken. Latin America has an area of approximately 21,069,500 km² , almost 3.9% of the Earth's surface or 14.1% of its land surface area...

    .
  • 2001: Develops and launches TIME Voices/Voces and Frontiers/Fronteras—A groundbreaking cross-promotional collaboration between AOL Latino and Time Inc.
    Time Inc.
    Time Inc. is a subsidiary of the media conglomerate Time Warner, the company formed by the 1990 merger of the original Time Inc. and Warner Communications. It publishes 130 magazines, most notably its namesake, Time...

    , CNN
    CNN
    Cable News Network is a U.S. cable news channel founded in 1980 by Ted Turner. Upon its launch, CNN was the first channel to provide 24-hour television news coverage, and the first all-news television channel in the United States...

    , Time Warner Inc., Time Warner Cable
    Time Warner Cable
    Time Warner Cable is an American cable television company that operates in 28 states and has 31 operating divisions...

     and AOL Mexico.
  • 2000: Subject of a one-on-one interview with Peter Jennings
    Peter Jennings
    Peter Charles Archibald Ewart Jennings, CM was a Canadian American journalist and news anchor. He was the sole anchor of ABC's World News Tonight from 1983 until his death in 2005 of complications from lung cancer...

     on a special edition of ABC World News Tonight focusing on US Hispanics.
  • 1999–2001: Vice-President, Content and Programming, AOL Latin America
    Latin America
    Latin America is a region of the Americas where Romance languages  – particularly Spanish and Portuguese, and variably French – are primarily spoken. Latin America has an area of approximately 21,069,500 km² , almost 3.9% of the Earth's surface or 14.1% of its land surface area...

    —All Latin American markets, including AOL Brazil
    Brazil
    Brazil , officially the Federative Republic of Brazil , is the largest country in South America. It is the world's fifth largest country, both by geographical area and by population with over 192 million people...

    , AOL Mexico
    Mexico
    The United Mexican States , commonly known as Mexico , is a federal constitutional republic in North America. It is bordered on the north by the United States; on the south and west by the Pacific Ocean; on the southeast by Guatemala, Belize, and the Caribbean Sea; and on the east by the Gulf of...

    , AOL Argentina
    Argentina
    Argentina , officially the Argentine Republic , is the second largest country in South America by land area, after Brazil. It is constituted as a federation of 23 provinces and an autonomous city, Buenos Aires...

    , AOL Puerto Rico
    Puerto Rico
    Puerto Rico , officially the Commonwealth of Puerto Rico , is an unincorporated territory of the United States, located in the northeastern Caribbean, east of the Dominican Republic and west of both the United States Virgin Islands and the British Virgin Islands.Puerto Rico comprises an...

    , and regional portal.
  • 1998–1999: Director, Creative & Editorial Development, AOL
    AOL
    AOL Inc. is an American global Internet services and media company. AOL is headquartered at 770 Broadway in New York. Founded in 1983 as Control Video Corporation, it has franchised its services to companies in several nations around the world or set up international versions of its services...

     Interactive Properties—Programming for ICQ
    ICQ
    ICQ is an instant messaging computer program, which was first developed and popularized by the Israeli company Mirabilis, then bought by America Online, and since April 2010 owned by Mail.ru Group. The name ICQ is a homophone for the phrase "I seek you"...

    , a web-based instant messaging system with more than 60 million users worldwide.
  • 1998: Writes landmark Sunday New York Times feature on Jennifer Lopez
    Jennifer Lopez
    Jennifer Lynn Lopez is an American actress, singer, record producer, dancer, television personality, and fashion designer. Lopez began her career as a dancer on the television comedy program In Living Color. Subsequently venturing into acting, she gained recognition in the 1995 action-thriller...

    , Ricky Martin
    Ricky Martin
    Enrique "Ricky" Martín Morales , better known as Ricky Martin, is a Puerto Rican and Spanish pop singer and actor who achieved prominence, first as a member of the Latin boy band Menudo, then as a solo artist since 1991.During his career he has sold more than 60 million album copies worldwide...

    , and the social implications of the “second boom” of US Latino culture.
  • 1997–1998: Executive Producer
    Executive producer
    An executive producer is a producer who is not involved in any technical aspects of the film making or music process, but who is still responsible for the overall production...

    /Founding Editor, Digital City New York—AOL’s Digital Site for New York City
    New York City
    New York is the most populous city in the United States and the center of the New York Metropolitan Area, one of the most populous metropolitan areas in the world. New York exerts a significant impact upon global commerce, finance, media, art, fashion, research, technology, education, and...

    .
  • 1997: Publishes Spirit of the Maya (Walker & Company), a real-life story of a Mayan
    Maya peoples
    The Maya people constitute a diverse range of the Native American people of southern Mexico and northern Central America. The overarching term "Maya" is a collective designation to include the peoples of the region who share some degree of cultural and linguistic heritage; however, the term...

     boy who discovers his ancestors created the pyramids and temples of Palenque
    Palenque
    Palenque was a Maya city state in southern Mexico that flourished in the 7th century. The Palenque ruins date back to 100 BC to its fall around 800 AD...

    , Mexico.
  • 1995: Publishes Obsidian Sky (Simon & Schuster
    Simon & Schuster
    Simon & Schuster, Inc., a division of CBS Corporation, is a publisher founded in New York City in 1924 by Richard L. Simon and M. Lincoln Schuster. It is one of the four largest English-language publishers, alongside Random House, Penguin and HarperCollins...

    ), a novel about a Chicano
    Chicano
    The terms "Chicano" and "Chicana" are used in reference to U.S. citizens of Mexican descent. However, those terms have a wide range of meanings in various parts of the world. The term began to be widely used during the Chicano Movement, mainly among Mexican Americans, especially in the movement's...

     anthropologist who travels to Mexico to investigate his Aztec
    Aztec
    The Aztec people were certain ethnic groups of central Mexico, particularly those groups who spoke the Nahuatl language and who dominated large parts of Mesoamerica in the 14th, 15th and 16th centuries, a period referred to as the late post-classic period in Mesoamerican chronology.Aztec is the...

     roots.
  • 1994–1997: Co-Founder, Editor & Content Director of Total New York, Inc.—An award-winning New York City
    New York City
    New York is the most populous city in the United States and the center of the New York Metropolitan Area, one of the most populous metropolitan areas in the world. New York exerts a significant impact upon global commerce, finance, media, art, fashion, research, technology, education, and...

     website later bought by AOL Digital City.
  • 1994: Reports and writes the TIME
    Time
    Time is a part of the measuring system used to sequence events, to compare the durations of events and the intervals between them, and to quantify rates of change such as the motions of objects....

     Magazine cover story on the Maya; based on research for second novel Obsidian Sky.
  • 1989: Publishes Skin Deep (Farrar, Straus & Giroux), a widely hailed novel about a Harvard-educated Latino lawyer who collides with his East LA roots.
  • 1980–1993: Staff Writer, Time Inc.
    Time Inc.
    Time Inc. is a subsidiary of the media conglomerate Time Warner, the company formed by the 1990 merger of the original Time Inc. and Warner Communications. It publishes 130 magazines, most notably its namesake, Time...

    —Music reviewer and entertainment writer; domestic and International news features; Profiles; Culture; Music; Cinema; People; Showbusiness, Reviews. Authored seminal cover story on rise of U.S. Latino culture and Chicano
    Chicano
    The terms "Chicano" and "Chicana" are used in reference to U.S. citizens of Mexican descent. However, those terms have a wide range of meanings in various parts of the world. The term began to be widely used during the Chicano Movement, mainly among Mexican Americans, especially in the movement's...

     Actor Edward James Olmos
    Edward James Olmos
    Edward James Olmos is an American actor and director. Among his most memorable roles are William Adama in the re-imagined Battlestar Galactica, Lt...


Books

  • 2008: The Decline of Men: How the American Male Is Tuning Out, Giving Up, and Flipping Off His Future—Harper Collins
  • 2004: The New Mainstream: How the Multicultural Consumer is Transforming American Business—Harper Collins
  • 1997: Spirit of the Maya Walker & Company
  • 1994: Obsidian SkySimon & Schuster
    Simon & Schuster
    Simon & Schuster, Inc., a division of CBS Corporation, is a publisher founded in New York City in 1924 by Richard L. Simon and M. Lincoln Schuster. It is one of the four largest English-language publishers, alongside Random House, Penguin and HarperCollins...

  • 1989: Skin Deep—Farrar, Straus & Giroux

Other publications

Garcia is a frequent contributor to the New York Times, New York Times Sunday magazine, the LA Times
Los Angeles Times
The Los Angeles Times is a daily newspaper published in Los Angeles, California, since 1881. It was the second-largest metropolitan newspaper in circulation in the United States in 2008 and the fourth most widely distributed newspaper in the country....

, and the San Francisco Chronicle
San Francisco Chronicle
thumb|right|upright|The Chronicle Building following the [[1906 San Francisco earthquake|1906 earthquake]] and fireThe San Francisco Chronicle is a newspaper serving primarily the San Francisco Bay Area of the U.S. state of California, but distributed throughout Northern and Central California,...

. His work has been featured in: TIME Magazine, Fortune Magazine, Vanity Fair
Vanity Fair (magazine)
Vanity Fair is a magazine of pop culture, fashion, and current affairs published by Condé Nast. The present Vanity Fair has been published since 1983 and there have been editions for four European countries as well as the U.S. edition. This revived the title which had ceased publication in 1935...

, Playboy Magazine, Sports Illustrated
Sports Illustrated
Sports Illustrated is an American sports media company owned by media conglomerate Time Warner. Its self titled magazine has over 3.5 million subscribers and is read by 23 million adults each week, including over 18 million men. It was the first magazine with circulation over one million to win the...

, Men’s Journal, Rolling Stone
Rolling Stone
Rolling Stone is a US-based magazine devoted to music, liberal politics, and popular culture that is published every two weeks. Rolling Stone was founded in San Francisco in 1967 by Jann Wenner and music critic Ralph J...

, People
People (magazine)
In 1998, the magazine introduced a version targeted at teens called Teen People. However, on July 27, 2006, the company announced it would shut down publication of Teen People immediately. The last issue to be released was scheduled for September 2006. Subscribers to this magazine received...

, Harper’s Bazaar, ELLE Magazine, Spin
Spin (magazine)
Spin is a music magazine founded in 1985 by publisher Bob Guccione Jr.-History:In its early years, the magazine was noted for its broad music coverage with an emphasis on college-oriented rock music and on the ongoing emergence of hip-hop. The magazine was eclectic and bold, if sometimes haphazard...

, Marie Claire
Marie Claire
Marie Claire is a monthly women's magazine first published in France but also distributed in other countries with editions specific to them and in their languages. While each country shares its own special voice with its audience, the United States edition focuses on women around the world and...

, Interview
Interview (magazine)
Interview is an American magazine which has the nickname The Crystal Ball Of Pop. It was founded in late 1969 by artist Andy Warhol. The magazine features intimate conversations between some of the world's biggest celebrities, artists, musicians, and creative thinkers...

, Premiere Magazine, People en Español
People en Español
People en Español is a Spanish-language American magazine published by Time Inc. that debuted in 1996, originally as the Spanish-language edition of its publication People...

, Advertising Age
Advertising Age
Advertising Age is a magazine, delivering news, analysis and data on marketing and media. The magazine was started as a broadsheet newspaper in Chicago in 1930...

, and the Cable Advertising Bureau.

See also


Consulting & Professional Lecturing

Garcia’s clients include: Time Warner Inc., Warner Bros.
Warner Bros.
Warner Bros. Entertainment, Inc., also known as Warner Bros. Pictures or simply Warner Bros. , is an American producer of film and television entertainment.One of the major film studios, it is a subsidiary of Time Warner, with its headquarters in Burbank,...

, Time Inc.
Time Inc.
Time Inc. is a subsidiary of the media conglomerate Time Warner, the company formed by the 1990 merger of the original Time Inc. and Warner Communications. It publishes 130 magazines, most notably its namesake, Time...

, Twentieth Century Fox, CNN
CNN
Cable News Network is a U.S. cable news channel founded in 1980 by Ted Turner. Upon its launch, CNN was the first channel to provide 24-hour television news coverage, and the first all-news television channel in the United States...

, PBS, Turner Broadcasting, AOL
AOL
AOL Inc. is an American global Internet services and media company. AOL is headquartered at 770 Broadway in New York. Founded in 1983 as Control Video Corporation, it has franchised its services to companies in several nations around the world or set up international versions of its services...

, Nissan, Clorox
Clorox
The Clorox Company is a US-based manufacturer of various food and chemical products based in Oakland, California, which is best known for its bleach product, Clorox.- History :...

, Hospital Corporation of America
Hospital Corporation of America
Hospital Corporation of America is the largest private operator of health care facilities in the world, It is based in Nashville, Tennessee and is widely considered to be the single largest factor in making that city a hotspot for healthcare enterprise.-History:The founders of HCA include Jack C....

, McKinsey & Co., the National Hispanic Corporate Council, the Indianapolis Neighborhood Housing Partnership, the Association of International Educators, and the National Association of Hispanic Advertisers.

Honors/Awards

  • Three-time Judge for the National Magazine Awards.
  • The New Mainstream is selected among Soundview Executive Book Summaries Top 30 Business Books of 2005
  • Former fellow
    Fellow
    A fellow in the broadest sense is someone who is an equal or a comrade. The term fellow is also used to describe a person, particularly by those in the upper social classes. It is most often used in an academic context: a fellow is often part of an elite group of learned people who are awarded...

     for the Edward Albee Foundation
    Edward F. Albee Foundation, Inc.
    The Edward F. Albee Foundation was started by its namesake, playwright Edward Albee, in 1967, after revenue from his play Who's Afraid of Virginia Woolf? proved abundant....

  • Member of PEN American Center
  • Pluma de Plata Award (Mexico
    Mexico
    The United Mexican States , commonly known as Mexico , is a federal constitutional republic in North America. It is bordered on the north by the United States; on the south and west by the Pacific Ocean; on the southeast by Guatemala, Belize, and the Caribbean Sea; and on the east by the Gulf of...

    )

Videos


External links

The source of this article is wikipedia, the free encyclopedia.  The text of this article is licensed under the GFDL.
 
x
OK