Maestros of Los Angeles: the Los Angeles Maestro Awards.

Author:Arredondo, Cesar

Leadership: Alex Nogales

Entrepreneurship: Hector Barreto

Community Service Castulo de la Rocha

Maestro of Professional Achievement: Monica Lozano

IN THE LATINO COMMUNITY, like in the rest of the nation, there are maestros and then there are Maestros. Four of the latter were recognized by Latino Leaders Magazine on a recent September night at the Los Angeles' historic Biltmore Hotel that very appropriately coincided with Hispanic Heritage Month,

Monica Lozano, Hector Barreto, Castulo de la Rocha and Alex Nogales are this year's recipients of the second annual Maestro Awards bestowed by Latino Leaders to local pioneers who call L.A. and Southern California home.


In his opening remarks, Latino Leaders Publisher Jorge Ferraez said that his passion was to tell and celebrate "the success stories and the accomplishments and die triumphs of many leaders that have made history and are still making history for our community."

And arguably history has been made by the four Maestros whose contributions have gone well beyond their hometown.

With a career spanning over three decades and regarded as one of die nation's most powerful Latinas in media, U.S. Hispanic Media Inc. Chair Monica Lozano received the Maestro of Professional Achievement.

Lozano, 59, started out as a journalist working for a few publications. In 1985 she joined the management of La Opinion, the nation's largest Spanish-language newspaper founded by her Mexican immigrant grandfather, Ignacio Lozano. At the paper she moved up the ranks to eventually become publisher in 2004 and years later was named CEO of ImpreMedia, a newly-formed newspaper conglomerate. President Barack Obama appointed her to his Economic Recovery Advisory Board in 2009.

She retained her posts both at La Opinion and ImpreMedia for more than two years after the companies were acquired by U.S. Hispanic Media in 2012.

Lozano said she was proud to be part of a family that has stayed in the media business for nearly 100 years, navigating many ups and downs along the way. La Opinion was established three years before the Great Depression; it has faced many recessions since.

What does that success require? "It takes guts, determination, having a vision," she said. Later, Lozano added, "You have to stay true to your passion (and) never let obstacles become barriers." Lozano also spoke of social commitment. "Our job is not to sell a newspaper everyday," she stated. "Our job is to inform and empower communities."


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