Census + Latino Market Growth = Wake Up Call
A recent AdWeek article about the growing importance of the Latino market is upside down. Or as we tend to say in industry jargon, they buried the lead, deep.
At first glance there’s not much here we don’t or should already know. The Latino community is growing. Politicos are well aware of the fact, and business folks are chomping a the bit to get a piece of the growing Latino market. The facts are plain enough: Â The new Census is expected to show a nearly 45 percent increase in the number of Hispanic Americans since 2000, to a total of 50 million.
The big story is that Univision, the giant Spanish language television network that had it’s beginning in San Antonio, will very soon become that largest television network in the country. Â That’s right, bigger than all the staples of television entertainment: ABC, CBS, NBC.
Crystal ball theorists say that within the next three to five years Univision will be king of the television broadcasting hill.
It all brings a tear to my eye, being that a stepping stone of my career was taken in what was then known as the Spanish International Network (yeah, I worked for the SIN network.) which later became the Univision behemoth.
So corporate eyes are on the upcoming Census numbers, set to be released around the beginning of 2011. And here’s where AdWeek buried the lead. The last paragraph of the article reads: But when the Census is released next year showing the huge jump in the Hispanic population, “corporate boards will pay attention,” said Wolfe Pereira (managing director MV42, a unit or Publicis Groupe’s media agency MediaVest). “It will be a real wake up call.”
There’s your headline. The wake up call is on the calendar. Â And here’s the unspoken challenge: are we ready? That question is largely what NewsTaco is all about.
