Lexicon Marketing Corporation’s Inglés Sin Barreras, a popular self-study English course for Spanish-speakers in the US, is apparently discontinuing the marketing of its products.
“We are not in the Inglés Sin Barreras business anymore”, Jose Seminario, a staff member at Lexicon Marketing’s Los Angeles office told Portada. However, Lexicon Marketing continues to be in other businesses including insurance through its “Seguros sin Barreras” product.
Calls by Portada to Yngriborg Richter-Tantalean, Media Director at Lexikon Marketing, were not returned. Portada also tried to reach Ken Diekroeger, Managing Director of Golden Gate Capital, a private equity firm that in 2003 bought a majority stake in Lexicon Marketing. Diekroger did not get back to Portada. UPDATE: However, after publication of this article this morning, Mariana Small, Director of Business Development/Communication at Lexicon Marketing wrote to Portada (see comment below) saying that the "above information is incorrect: Lexicon Marketing, the publishers of the best-selling sin Barreras brands continues to market its programs here in the United States and in Latin America. In 2009 we expanded our offerings to include insurance, through a business called Seguros sin Barreras, which was sold during the past year."
Direct Response Advertiser
Inglés sin Barreras has consistently been among the top 5 advertisers in the U.S. Hispanic market throughout the last ten years, according to TNS rankings. However, it is not clear what it’s ranking would have been if the advertising (mostly TV) would not have been measured at rate card. According to recent Kantar Media data Inglés sin Barreras invested US $98.6 million dollars in Hispanic Media in 2010, making it the eighth largest advertiser in the U.S. Hispanic market. Inglés Sin Barreras advertising was mostly direct response oriented; aiming to generate leads among Spanish dominant Hispanics through TV direct response advertising and in recent years also through online advertising.