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Wooing minorities? Use ethnic media to get more for ad dollars

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If your company wants to sell into the rapidly expanding Hispanic market, include Spanish-language media in your advertising plans. You'll pay cheaper rates for highly targeted ads.

The potential market: Hispanics are now the largest and fastest-growing minority group, totaling 13.6 percent of the U.S. population, according to the Census Bureau.

Spanish-language ads are 57 percent more likely to be remembered and 4.5 times more effective in the Hispanic market, according to a study by the Roslow Research Group.

Advice: Advertise in media outlets that provide information not found in mainstream publications. Among newspapers, focus on "pass-along" circulation figures, because Hispanics generally have extended families who read one copy of the same publication.

You carry clout when it comes to negotiating ad rates. Most ads on Hispanic radio and TV stations, for example, cost
59 percent less than those on general-market stations for the same number of listeners, according to a government study. Even the Spanish-language editions of major newspaper chains charge lower rates.

Don't fear translation issues: Sales staff at Hispanic media outlets, especially newspapers, help businesses translate.

Online resources:

Locate Hispanic media outlets

• www.allied-media.com/publications

• www.latinoprintnetwork. com

• www.ethnicprintmedia.com

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