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:

• Bilingual Toys Help Sustain Children’s Cultural Identity
• Racial Classifications Among Hispanics
• Spanish-language Media Outlets Continue to Grow
• Alternative Outlook to Hispanic Marketing
• Latino-Owned Bank in Los Angeles

Bilingual Toys Help Sustain Children’s Cultural Identity
For some Hispanic parents, it is important for their children to have toys they can identify with and that speak to them in their native language. For that reason, “More Spanish-language and bilingual toys and games than ever will be available this holiday season, as manufacturers court the fastest-growing demographics.”
Source:“Bilingual Playthings: Muy Grande Business” HispanicBusiness.com, November 2006.

Racial Classifications Among Hispanics
"Now members of the United States' largest minority group, the nation's 38.8 million Hispanics, nearly half of them immigrants, harbor notions of race that are as varied as their Spanish and that often clash with the more bipolar views of many other Americans."
Source: “Going Beyond Black and White, Hispanics Choose ‘Other’” Mumford.albany.com, November 2006.

Spanish-language Media Outlets Continue to Grow
NeThe Spanish-language media outlets have had a significant increase over the past few years and they continue to grow. Both TV and Print have had remarkable increases and advertisers continue to reach out to them. History says the future Latinos will move from their linguistic roots but Oxford believes the market is nowhere near its eventual peak.
Source:“Spanish-Language Media Expansion Surges” Forbes.com November 2006.

Alternative Outlook to Hispanic Marketing
Chairman Carl Kravetz announced during the ANA Multicultural conference that most U.S. marketers are not effectively reaching the burgeoning population of U.S. Hispanics because they “are not speaking” that demographics language; making it clear, he was not referring to Spanish.
Source: “New Data Repaints Demographic Picture of U.S. Hispanics” rab.com, November 2006.

Latino-Owned Bank in Los Angeles
The first Latino-owned and operated bank in Los Angeles for 30 years opens its doors to the Latin community this month. Americas United Bank will reach out to the community that they feel has been ignored for decades by traditional banks.
Source:“First Latino Bank in 30 Years” HispanicBusiness.com, November 2006.

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