ImpreMedia is proud to bring you En Breve, your intelligence brief on the US Hispanic market and media. ImpreMedia is the parent company of El Diario La Prensa, El Mensajero, La Opinión, La Prensa and La Raza, the leading Spanish-language newspapers.
In this issue, read about:

• Hispanic Ad Spend Delivers Results
• Three Critical Factors Determine How Hispanic-Americans Buy and Use Technology
• African-Americans and Hispanics Dominate Cellphone Use
• Uncle Sam Is Top Spanish Media Buyer

Hispanic Ad Spend Delivers Results
Marketers committed to advertising to Hispanics tend to deliver higher returns to their shareholders, according to the new comprehensive study "Impact to Shareholder Value Creation of Seriously Investing in Latino Marketing." The study shows there are numerous industries that point to a direct correlation between the allocation of ad dollars in the Hispanic market and the return on shareholder equity.
Source: “Hispanic Ad Spend Delivers Results”, MarketingyMedios.com, January 2006

Three Critical Factors Determine How Hispanic-Americans Buy and Use Technology
To understand the technology purchase decisions of the largest and one of the fastest-growing ethnic groups in the US., Forrester Research Inc. reveals three essential factors that influence how the Hispanic-American market buys and uses technology. Based on its first survey of three thousand US Hispanic households, Forrester found that Hispanics embrace technology, but prefer portable communication and music devices over PCs, home theaters, and video game systems.
Source: “Three Critical Factors Determine How Hispanic-Americans Buy and Use Technology”, Yahoo Finance, January 2006

African-Americans and Hispanics Dominate Cellphone Use
Telephia reports that African-American and Hispanic mobile consumers were heavy cell phone users in Q3. Historical trending illustrates maximum mobile usage growth for African-Americans and Hispanics as compared to other demographic groups, increasing 10 and 13 percent, respectively, between Q1 and Q3 2005.
Source: "African-Americans and Hispanics Dominate Cellphone Use", Cellular-News.com, January 2006

Uncle Sam Is Top Spanish Media Buyer
According to the Hispanic Media Share Study 2004, released in late 2005 by TNS and commissioned by the Association of Hispanic Advertising Agencies, of the top 250 national advertisers in 2004, the U.S. government ranked 18th for Hispanic spending. It spent $36.7 million on Hispanic TV and print ads in 2004, or 9.4 percent of its overall ad spend on print and TV.
Source: "Uncle Sam Is Top Spanish Media Buyer", MarketingyMedios.com, January 2006

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