How to Reach the $713B Latino Market: Hispanic Media Panel Provides Targeting Tips, Trends

January 12, 2010

Business Wire San Antonio hosted “How to Reach the $713B Latino Market: Hispanic Media Panel Provides Targeting Tips, Trends,” a media breakfast where San Antonio area attendees learned valuable tips on reaching the Latino market.

The panel included:
Samuel Belilty, News Director, KWEX Univision 41
Frank Elizondo, Regional Manager, El Mundo
Javier Barroso, Deputy Editor, Conexión

 Among the key insights provided by the panel:

Mr Belity says:

  • San Antonio’s Hispanic density ranks above top Hispanic markets  (Miami, LA, Houston, Phoenix)
  • San Antonio’s Hispanic population is growing  four times faster than non-Hispanics
  • A phenomenon marketing experts call retro-acculturation is taking root, noting that Latinos who have lived in this country their entire lives develop a need to reconnect with their roots – and language
  • Because 9 out of 10 Hispanics in San Antonio speak Spanish, they can choose what media they want to read, listen to or watch and 84% of them usually choose Spanish media

 Mr Elizondo says:

  • The Hispanic reader loves color in their newspaper
  • El Mundo is currently published entirely in Spanish in full color
  • Current efforts are being made to reach the non-Spanish speaking Hispanic as well (online version has some English portions)

Mr Barroso says:

  • Conexión’s focus is local stories, local profiles, human interest and ½ the pages include entertainment-oriented stories with a focus on “our people”
  • Know the publication’s audience when you pitch and provide your press releases in English
  • Don’t pitch live events, unless it’s way ahead of time. If you’re going to pitch an event you want covered, pitch it to the San Antonio Express-News because it’s a daily publication and has the staff and resources to cover the event

If you’d like Samuel’s presentation or the seminar takeaway packet, please email Barbie Dunn,

Local Business Wire offices host several events each year on PR, IR, SEO & media topics.  Check out the Business Wire Events page to find upcoming events in your area.

Follow Business Wire events on Twitter! Hash tag #bwevents


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