ImpreMedia is proud to bring you En Breve, your intelligence brief on the US Hispanic market and media. ImpreMedia is the premier Spanish-language news and information company, publishing Domingo, El Diario La Prensa, El Mensajero, La Opinión, La Opinión Contigo La Prensa, La Raza, La Vibra and Vista Magazine.
In this issue, read about:

• Marketing Target: Hispanics
• Spanish Speaking Hispanics Have Higher Direct Mail Response Rates
• Three Reasons to Celebrate Multiculturalism
• The Secret Behind the Growing Number of Latino Entrepreneurs
• Spanish-language Media Bond Immigrants to U.S.
• How Do You Say ‘Sushi’ In Spanish?

Marketing Target: Hispanics
“Watching what businesses do can tell you a lot about what's happening in the United States. On billboards, in newspapers, on radio, TV and the Internet, Latin-flavored advertising is a growing part of the mix. If you haven't already noticed, you will. People who have something to sell are trying to get the attention of the fastest-growing segment of the population.”
Source: “Marketing Target: Hispanics,” Hispanicbusiness.com, April 2007.

Spanish Speaking Hispanics Have Higher Direct Mail Response Rates
“Vertis Communications announced the results of its proprietary Customer Focus OPINIONES survey, which revealed that of the Hispanic adults surveyed who read direct mail, 64 percent have responded to direct mail advertising in the past 30 days, compared to just 46 percent of the general U.S. population. Additionally, the 2007 study findings revealed that 72 percent of U.S. Hispanic adults surveyed who speak English at home read direct mail advertising, compared to 69 percent who speak only Spanish at home and 58 percent who speak Spanish inside and out of the home.”
Source: “Spanish speaking Hispanics have higher Direct Mail Response Rates,” Hispanicad.com, April 2007.

Three Reasons to Celebrate Multiculturalism
“Multicultural immigrants are expected to reach 50% of the US population by 2050. Moreover, in this new-born, emergent America, the top five last names of homebuyers in the U.S. include three Hispanic surnames; the Cinco de Mayo celebration has grown bigger than some American holidays; and, of course, bling-bling has become an official word in the Oxford English dictionary.” Source: “Three reasons to celebrate Multiculturalism,” Hispanicusa.com, April 2007.

The Secret Behind the Growing Number of Latino Entrepreneurs
“According to census figures, there are 2 million Hispanic-owned businesses in the United States. That's more than a 31 percent increase from 1997. But the reason for the increase is being debated. Some people claim the increase is a natural consequence of the increase in Latino population. That segment of the population grew from 12.5 percent to 14.2 percent from 2000 to 2004. Census figures tell us that 10 percent of all employed people in the U.S. are Hispanic.” Source: “Victor Landa: The secret behind the growing number of Latino entrepreneurs,” Mysanantonio.com, April 2007.

Spanish-language Media Bond Immigrants to U.S.
“While there is no doubt that Spanish-language media encourage the retention of Spanish, they also promote English and adaptation to a changed lifestyle while offering solace to listeners, viewers or readers who may feel caught between two worlds, the one they left behind and the one in which they are trying to get along.”
Source: “Spanish-language Media Bond Immigrants to U.S.,” Azstarnet.com, April 2007.

How Do You Say ‘Sushi’ In Spanish?
“Like Espinal, many Central Americans and Mexicans in the New York area are training to become sushi chefs. With the growing popularity of sushi and the difficulties Japanese chefs face getting visas, it’s become easier to train workers in the United States than wait for Japan-trained cooks. As a result, Latino employees are sometimes learning in two years what could take up to eight years in Japan, where the apprenticeship is ruled by century-old traditions and not always open to foreigners.
Source: “How Do You Say ‘Sushi’ In Spanish?” Resident.com, April 2007.

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