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

• U.S. Immigration Could Spell Big Business
• Hispanics Wield Increasing Clout with Automakers
• Study: Latino Newspaper Readership 50% Higher Than Mainstream Papers
• Tapping A Market That Is Hot, Hot, Hot
• Marketers Eye Coiffed, Groomed Latino Males

U.S. Immigration Could Spell Big Business
The largest immigration boom in U.S. history is expected to lift earnings at companies from discount retailers to telecommunications providers, putting dollar signs in the eyes of investors looking to cash in on the wave of newcomers, mostly from Latin America and Asia.
Source: “U.S. Immigration Could Spell Big Business", Reuters

Hispanics Wield Increasing Clout with Automakers
Automakers are jockeying to win the loyalty of African-Americans, Asians and other minority buyers, as well as women, with targeted multimedia marketing campaigns that try to tap into each group's lifestyle needs. But the fiercest battle for new vehicle sales in the coming years may be fought over Hispanics, the nation's biggest and fastest-growing minority group.
Source: “Hispanics Wield Increasing Clout with Automakers”, Detroit News

Study: Latino Newspaper Readership 50% Higher Than Mainstream Papers
Spanish-language newspapers have 50% more readers per copy than mainstream English-language papers, according to study results released by the National Association of Hispanic Publications (NAHP) Foundation.
Source: "Study: Latino Newspaper Readership 50% Higher Than Mainstream Papers”, Editor and Publisher

Tapping A Market That Is Hot, Hot, Hot
When National City Corp. bank decided to roll out 78 new branches in Chicago two years ago, it went in knowing its market. With Hispanics expected to account for virtually all of the city's population growth over the next decade, the bank hired dozens of Spanish-speaking staffers and printed thousands of glossy pamphlets, hawking savings accounts to new immigrants and explaining the benefits of IRAs to more established Latinos.
Source: "Tapping A Market That Is Hot, Hot, Hot", BusinessWeek Online

Marketers Eye Coiffed, Groomed Latino Males
Vanity, it seems, is a luxury more Hispanic men can afford and are investing in. The Ethnic Male Personal Care Market report, published by Packaged Facts (a division of MediaResearch.com), valued the market at $1.4 billion in 2003. It estimates it will grow 19.9 percent over the next five years, with Hispanic men's income increasing 66 percent.
Source: "Marketers Eye Coiffed, Groomed Latino Males", Marketing y Medios