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 Buying Power Predicted to Exceed African-American Buying Power in 2007
• Hispanics Embrace their Bicultural Identity
• Connecting Through the Heart
• Second Generation Hispanics Redefining American Mainstream
• La Opinión celebrated its 80th Year Anniversary
• Hispanics are Technologically Advanced

Hispanic Buying Power Predicted to Exceed African-American Buying Power in 2007
Although Hispanics surpassed African-Americans in terms of population five years ago, African-Americans have managed to exceed in disposable personal income.  However, in 2007 the Selig Center estimates that the Hispanic buying power will set a record at $863.1 billion compared to African Americans at $847 billion, making Hispanics the largest minority group in the U.S. with the largest disposable income.
Source: “Hispanics will top all U.S. minority groups for purchasing power by 2007," HispanicAd.com, September 2006.

Hispanics Embrace their Bicultural Identity
In the U.S., young Hispanics openly embrace their identity. However, they continue to face a battle with how media portrays their bicultural role in society.  While some are divided into two different worlds slipping back and forth among being Hispanics to being Americans, a recent marketing study revealed that many of them are frustrated and puzzled in how they are portrayed through out the media. 
Source: “Younger Hispanics Comfortable in their identity,” (Free Registration May Be Required) herald.com, September 2006. 

Connecting Through the Heart
Being bilingual is not so uncommon these days, however for those who are bilingual, which language is most effective when it comes to reaching out to them?  According to Jose Cancela Principal of Hispanic USA Inc., it’s the language that speaks to their heart.  For Latinos, that language is Spanish.
Source: “US Census continues to shine the way,” HispanicAd.com, September 2006.

Second Generation Hispanics Redefining American Mainstream
The Hispanic population is growing fast in the U.S., specifically the second generation who is having more children than any other ethnic group at 3.5 births per woman compared to 1.8 for non-Hispanic Whites and 2.5 for Blacks.  As this generation continues to grow, they are redefining mainstream media as well as becoming the next major cultural drivers.
Source: “A Nueva Generation is Poised to Shape Pop Culture,” hispanicbusines.com, September 2006.

La Opinión Celebrated its 80th Year Anniversary
"For the past eight decades, La Opinión has been committed to informing readers, serving the Hispanic community and providing the best customer service to its clients."
Source: “La Opinión' Celebrates 80 Years,” MarketingyMedios.com, September 2006.

Hispanics are Technologically Advanced
A new release by Synovate found that Hispanics have more technologic advance gadgets than the general market.  One of the primary factors found that influences these purchasing pattern behaviors among Hispanics is when there are children in the household.  The purchases of selected gadgets increase among Hispanic households as their children enter their pre-teen and teenage years.
Source:“Hispanics outpace general market in entertainment and next-generation technological gadgets,” synovate.com, September 2006.

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