MARKETING TO HISPANICS
Reaching out to increasingly diverse market can be a challenge
By Tilde Herrera, HERALD TODAY

Colombian-born Ricardo Diaz is open to varying cuisines and American products but admits Spanish-language advertisements get his attention fast.

"They don't have to because it's their country," Diaz said of United States-based companies that choose to target the Hispanic community. "But money talks."

And since the 2000 census, more companies than ever are listening. Hispanics, the fastest growing demographic in the country, are projected to enjoy the most substantial increase in spending power during the next 15 years. But the group's diversity, coupled with the language barrier, can make Hispanic marketing a challenging prospect.

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