USTED HABLA ESPAÑOL?
By The Business Ledger

The Census Bureau reports that approximately 40 million people in the United States do speak Spanish.

And with the Hispanic market ready to boast a spending power of $1 trillion by 2007, any marketers who can’t answer “yes” to the above question will be left out of a significant niche.

“Companies will definitely have to start figuring that market into the mix,” said Brian Dorn, president of Edward G. Dorn Associates in Rolling Meadows. “By 2020 that population will be 25 percent of the market. People will have to start setting aside some part of their advertising budget for that.”

Many corporations already have started to target the lucrative Hispanic market. According to the Arbitron Power of Hispanic Consumers Study, corporate spending on Hispanic advertising from 1998 to 2003 nearly doubled to $2.7 billion.

Marketing to the Hispanic population, however, isn’t as simple as translating advertising campaigns word for word.

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