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:

• Study: Atlanta, DC, Wichita Are Emerging Hispanic Markets
• Encuesta, Inc. Releases Findings on Favorite Brands Among U.S. Hispanics
• U.S. Hispanics Entertain At Home
• HarperCollins and Rayo Launch Mass Market En Espanol Initiative
• Hispanic Auto Market & After-Market
• Foundation for Better Life

Study: Atlanta, DC, Wichita Are Emerging Hispanic Markets
Atlanta, the District of Columbia and Wichita, KS, are critical, emerging Hispanic markets, according to a study released yesterday by consumer research firm Scarborough Research. The study unveiled five key Hispanic consumer segments and applied their characteristics to a local market analysis to identify the "next tier" of Hispanic cities.
Source: “Study: Atlanta, DC, Wichita Are Emerging Hispanic Markets”,DMNews.com, September 2005

Encuesta, Inc. Releases Findings on Favorite Brands Among U.S. Hispanics
U.S. Hispanics and non-Hispanics see brands differently, according to a study released today by Encuesta, Inc. "Americanos Poll: Favorite Brands Study 2005" compares how U.S. Hispanics and non-Hispanics perceive brands, including which they consider best overall, most trustworthy, most caring about the community, and best in advertising.
Source: “Encuesta, Inc. Releases Findings on Favorite Brands Among U.S. Hispanics”, PRNewswire.com, September 2005

U.S. Hispanics Entertain At Home
A recent study conducted by ICR reports that when compared to the general population, U.S. Hispanics are more likely to purchase media and entertainment products for the home. This finding includes DVR's, cable products, video game systems, video games, movies and music.
Source: "U.S. Hispanics Entertain At Home", HispanicPRWire.com, September 2005

HarperCollins and Rayo Launch Mass Market En Espanol Initiative
Coinciding with Hispanic Heritage Month, HarperCollins Publishers announces the launch of the company's pioneering "Mass Market en Espanol" initiative, aimed at providing a selection of the publishing house's most popular authors to America's burgeoning Hispanic market. It is aimed specifically to meet the demand in the Spanish-language book market for high visibility titles with top-of-the-line packaging.
Source: "HarperCollins and Rayo Launch Mass Market En Espanol Initiative", Business Wire.com, September 2005

Hispanic Auto Market & After-Market
Hispanics are growing in importance to the automobile market and the after-market, according to a study by The Media Audit. “Hispanics make up 15.5 percent of all adults (age 18 plus) in the 87 metro markets The Media Audit surveys, but they make up 18.1 percent of all those who plan to buy a vehicle in the coming year,” says Bob Jordan, president of International Demographics, Inc.
Source: "Hispanic Auto Market & After-Market", HispanicAd.com, September 2005

Foundation for Better Life
The latest shipments in the booming United States-Mexico remittance market isn’t cash, but piles of cement. Thanks to a 2-year-old program launched in both countries by a subsidiary of Mexican cement giant Cemex S.A., a growing number of Mexican immigrants in the U.S. are instead opting to send building materials back home.
Source: "Foundation for Better Life", MarketingyMedios.com, September 2005

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