Book Review

The Latino Boom by Chiqui Cartagena (Ballantine Books)

In her introduction Ms. Cartagena refers to herself as a Hispanic media war veteran.   She deserves that appellation, having worked at Univision, The Miami Herald (El Nuevo Herald), People en espanol, Advertising Age and now Meredith.  She has a deep pedigree in the sector.

The growth of the Hispanic market is very much under discussion these days.  The recent Census Report was unequivocal regarding growth in the market and has fueled speculation about how the market will grow, segment, and mature and how is should be served.

Chiqui Cartagena understands that demographics and raw numbers tell only half the story, if that much.  Admittedly the Census Bureau probably undercounted the number of Hispanics in the US.  Nonetheless, with that number fast rising to 40 million, marketers have to take notice.

The Latino Boom is very good and disciplined with the numbers and demographics.  The book is worth reading to get a clear understanding of who lives where.  But the strength of the book is in its subtlety and disciplined considerations of the Hispanic phenomenon.

Her discussion of the cultural differences between Hispanic and Latino are instructive, especially for those new to the sector.  An advertising pro, Cartagena is rich in case studies and marketing insights.   The discussion of language preference and differences between and among isolated, acculturated, and assimilated Hispanics is persuasive.  The author brings some sanity and level-headedness to this area of dispute.

A centerpiece of The Latino Boom is that the Hispanic market is large, somewhat misunderstood and certainly underserved.   The author offers considerable data about the buying power of Hispanics who tend to be demanding and brand conscious.  How to reach and convert the Hispanic consumer is a subject of much debate.  This book can make that task easier.

Cartagena puts to rest many myths, including the one that suggests Hispanic dont read.  She is quick to point out, however, that the US Hispanic market is not fully appreciated by marketers.  The US is a subscription market and Latinos are not accustomed to this means of purchase.  But circulation in a problem as it the relatively low ad spend for magazines (between 3-4%) (MPA will address this issue at a Hispanic Summit October 15 in Puerto Rico).

The Latino Boom closes with a list of 10 mistakes you should avoid when entering the Hispanic market.

Read this book and your task will be made easier.

Charles McCullagh

August 4, 2005