The U.S. Hispanic Market

Joaquin F. Blaya

This article summarises details of the rapidly growing, youthful Hispanic market in the USA. The author then traces the history of Hispanic media, and the rationale for the development of Radio Unica.

The U.S. Hispanic Market

The future is not what it used to be

Joaquin F. BlayaRadio Unica Corp.

Every year, advertisers across the United States lose millions – perhaps billions – of dollars in revenue due to a lack of understanding of the U.S. Hispanic consumer market. It can mean the difference between success and failure when targeting this fast-growing, increasingly affluent, and diversified market segment. In effect, the key to success for advertisers is to build a lifetime relationship with U.S. Hispanics by understanding the markets' 'consumer choices' – Hispanics' lifestyles, values, and culture.

Hispanics are the fastest...

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