Clients ask why they should advertise in Spanish if Hispanics consume English media. And I always have the same reaction: “Who are we talking about? There are different types of Hispanics in US. Who do you want to target?”
I think Marketing is my new passion. As a journalist, I have been struggling to understand the Hispanic audience for years, and the other day, while attending a conference at the Commonwealth Club in San Francisco I could put more pieces together.
Not that I solved the puzzle, but I could identify the layers Jake Beniflah, the Executive Director for the Center of Multicultural Science was talking about.
The first time I started writing for a newscast, my News director told me: “When in doubt, go Mexican”. For years I thought this was a free pass to go wild on Mexican, which is something easy to fall on when you are in the rush of a daily newscast.
Going Mexican because the majority of the audience is from Mexico does not mean falling in a language that only Mexicans will connect with.