The Chicago Tribune (registration required) is reporting that advertisers, publishers and cable television networks, eager to reach younger and more affluent U.S. Hispanics, are discovering it is best to speak to them in their own language: English.
Spanish may be the dominant language of Latinos, the fastest-growing ethnic group in the country. However, for bilingual, better-educated young Hispanics, English increasingly is the media language of choice.
In response, a new crop of English-language television networks, radio stations and magazines have emerged to offer fresh choices to "acculturated" Latinos, those who maintain their Latin roots but identify closely with the American mainstream.
"Marketers have long been frustrated that there aren't enough media channels to reach bilingual, bicultural Hispanics," said Erika Prosper, strategy director at Garcia 360Communications, an agency based in San Antonio. "It makes sense that when you look at your total Hispanic marketing plan that not 100 percent goes into Spanish-language media."