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– and what they are spending to reach it. The report features key articles covering growth trends in the top ten Hispanic designated marketing areas (DMAs), language preferences in online marketing, stock slumps for publicly traded Spanish-language broadcasters, and changing trends in Hispanic ad spending.

“Diverging Fortunes” reports that the growth of Spanish-language ad spending in the top ten Hispanic DMAs slowed in 2005, while smaller markets around the United States expanded. Corporations are shifting their attention to secondary Spanish-language markets that have received less attention in the past. “We’ve had the demographics that we have for many, many years,” says Joanne Crass, advertising director for The Taos News in Taos, New Mexico. “It’s just the realization that, ‘Hey, this is a whole segment of the market that we’re not hitting.’ ”

“Surfing in Two Worlds” focuses on advertising in the vibrant Hispanic Internet marketplace – which is “largely dominated by second- and third- generation Web users.” The Internet Advertising Bureau (IAB) estimates that corporations spent approximately $100 million on online ads targeting Hispanics in 2005, up 33 percent from 2004. According to a Yahoo! spokesperson, the objective is to capture the significant numbers of English-dominant or bilingual Hispanic surfers who “live in two worlds”…often preferring English for searches they conduct at work, and Spanish or bilingual sites for surfing from home.

“Conflicting Signals” examines a quandary faced by three publicly traded Spanish-language broadcasters in 2005. Univision, Entravision, and Spanish Broadcasting System (SBS) must contend with a collective market capitalization decline of $1.2 billion, despite increasing revenues. Wall Street’s concern is that corporations are shifting their Hispanic marketing budgets to focus increasingly on Internet ads, rather than broadcasting. “All that growth at Yahoo! and Google comes out of the hide of publishers or broadcasters,” says Kit Spring, research analyst at Stifel, Nicolaus & Co.

Also included in the December issue:

-- Big Spenders… A directory outlining the top 50 advertisers spending the most on the Hispanic market.

-- Print Reorganizes… Outlining the changes in the publishing sector and how Hispanic print advertisers are responding.

-- New Shape For Shops… A directory of the top ad agencies owned and operated by Hispanics.

-- Market Insight… A review of Felipe and Betty Ann Korzenny’s insightful new book Hispanic Marketing: A Cultural Perspective.

-- The Next Generation… The role of Hispanic motorcyclists in the future of Harley-Davidson.

About Hispanic Business Inc.
Now celebrating over a quarter century as an award-winning publishing and information services company, Hispanic Business Inc. is the nation’s leading source of information for and about Hispanic professionals and entrepreneurs. Hispanic Business magazine is the company’s flagship publication, and other products and educational services include: www.HispanicBusiness.com, www.HireDiversity.com, HispanTelligence(R), and Hispanic Business Events including EOY Awards Gala, BOE (Board of Economists) U.S. Hispanic Economic Summit, and WOY (Woman of the Year).

Hispanic Business(R) and HispanTelligence(R) are registered trademarks of Hispanic Business Inc. 2005 Hispanic Business Inc. All rights reserved.