Latino Boom!

Hispanic buying power is increasing faster than any other segment of the population. Hispanic consumer spending reached $580.5 billion in 2002 and personal consumption spending by Latinos will grow at an annual rate of 9.1% from 2002 to 2020–far exceeding the national growth rate of 6.0%! With those staggering statistics, it doesn’t matter whether you are selling diapers, blue jeans, cars, or credit cards, the Hispanic community is a market you must include in your business plans! In this straight-talking, data-packed guide, Chiqui Cartagena–one of today’s leading experts on marketing to the U.S. Hispanic population–gives you all you need to know to successfully reach this market. Includes easy-to-read charts and graphs throughout. Learn:

* Essential information about each of the top ten Hispanic markets in the U.S.

* The difference is between the four main groups: Mexican’s, Puerto
Rican’s, Cuban’s and “others,” and how to successfully target Latino’s by understanding the unique unifiers and differentiators among acculturated, unacculturated and assimilated Hispanics

* How understanding levels of acculturation and language usage will
make your campaign more effective

* The ten big mistakes to avoid

Chiqui Cartagena is a media pioneer with twenty years of experience developing, contributing to, and launching some of America’s most successful Spanish-language products–including People en Espanol. Chiqui was also executive editor of the Spanish edition of TV Guide. Before joining Advertising Age, she was senior director of Club Musica Latina, Columbia House’s largest direct-marketing club in the Hispanic market. She is now business development director at Advertising Age. She lives in New York.

Visit Chiqui Cartagena’s website http://info.randomhouse.com/cgi-bin21/DM/y/elT30LTqtz0FYQ0his0ET