Scoring in Spanish language media”¦or not

“A careful look at how companies are spending to target Hispanics through Spanish language media (SLM) reveals some pretty interesting things.

First, many of the biggest advertisers are completely ignoring the Spanish dominant Hispanic markets altogether. (For more detail on the characteristics of the Hispanic market, and discussion on English versus Spanish language media [“SLM”] strategies, see the Cheskin-published blogs of Steven Palacios or Felipe Korzenny, for example, or Nielsen Media, HispanicBusiness.com, Advertising Age, or gee, just Google it.) You’d think that with the sheer volume of information out there, savvy marketers would be able to convince decision-making-execs of the importance of this buy….”

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