TSawyer2112
08-06-2005, 08:11 AM
English enters into media for Latinos
By Leon Lazaroff Tribune national correspondent
Fri Aug 5, 9:40 AM ET
Eager to reach younger and more affluent U.S. Hispanics, advertisers, publishers and cable television networks 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."
The choices for English-leaning Latinos are multiplying. On television there's SiTV, the English-language cable network launched last year that targets hip, young Hispanics but is designed to appeal to anyone 18 to 34 years old. Likewise, the Spanish-language network Telemundo's sister channel Mun2--a play on the Spanish word mundos, or worlds--uses English to reach young and more acculturated Hispanics... Read More (http://news.yahoo.com/s/chitribts/20050805/ts_chicagotrib/englishentersintomediaforlatinos) Stairstep to assimilation?
By Leon Lazaroff Tribune national correspondent
Fri Aug 5, 9:40 AM ET
Eager to reach younger and more affluent U.S. Hispanics, advertisers, publishers and cable television networks 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."
The choices for English-leaning Latinos are multiplying. On television there's SiTV, the English-language cable network launched last year that targets hip, young Hispanics but is designed to appeal to anyone 18 to 34 years old. Likewise, the Spanish-language network Telemundo's sister channel Mun2--a play on the Spanish word mundos, or worlds--uses English to reach young and more acculturated Hispanics... Read More (http://news.yahoo.com/s/chitribts/20050805/ts_chicagotrib/englishentersintomediaforlatinos) Stairstep to assimilation?