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Monique Frausto

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Jumping on the "Latino Bandwagon"

Posted: 12/23/11 05:56 AM ET

We've known it for years. In fact, most of us have been claiming this would happen and were just waiting. Then the 2010 Census only confirmed what we already knew. There are 50.5 million residents of the United States that are of Hispanic or Latino origin, and more than half of the increase in the total U.S. population from 2000-2010 was due to the increase within our own population. Yes, you read that right-our own population.

What I'm writing here isn't brand new information; in fact these numbers have been strewn throughout the media since they were released. What I'm writing about is how we're witnessing a major "jumping on the Latino bandwagon" shift in the marketing and media world. That means, "they" are starting to realize our growing potential and everyone wants in on it. Like me, you're probably asking why it took so long. There are those who took the leap, securing their place in the Hispanic market years ago-the smart ones.

Now, let me first make this clear. In no way am I complaining. In fact, I love that major companies have decided to "Latinoize" their brands. Whether simply making their web content available in Spanish, utilizing "Spanglish" speaking celebrities, or developing campaigns entirely focused on Latinos, we are taking notice.

Within the last month, an article in the New York Times titled "Marketers, and Media Companies, Set Their Sights on Latin Women," spoke about a new publication derived from the immensely popular women's magazine Cosmopolitan. It will be appropriately titled Cosmpolitan Latina . According to the article, one issue will be published in the spring and one in the fall. They will also add content to their web site and use Latina bloggers. The future issues will be distributed in states that have large Latino populations, like California, New York, Florida, and Texas.

When I read this article, I couldn't help but think about when I first laid eyes on Cosmopolitan magazine. I loved its look and attitude, but I always wished the content pertained to me. I never related with the "uptown" girl. You have no idea how happy I was when I got my hands on my first issue of Latina Magazine. I thought, "Finally, someone gets me!"

Then, there's Hulu-the popular online video service. They recently launched Hulu Latino that will offer Spanish-language programming from popular shows that air on networks like Univision, Maya Entertainment, Estrella TV, Azteca America, and Todobebe. That means novelas on demand!

Just imagine. These are only two examples that were announced in the last few weeks. Who knows what will come in the following months?

"Jumping on the Latino bandwagon" is not only smart, but it's profitable. Two words that would make any head honcho CEO happy. Why would you not want to reach out to over 50 million people in the United States with buying power that's only increasing? We have money and we want to spend it. It's not rocket science people; it's business.

Regardless if you agree with me or not, we've definitely made our impression in 2010. Whether it's in the world of politics, entertainment, food, business, or life-you're definitely going to be seeing a lot more of us. And I'm going to go ahead and predict it now...2012 will be "The Year of the Latino."

 

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