Latino-oriented media is a term that is becoming increasingly important to our constantly evolving nation and is one that must be correctly understood and utilized to succeed in the landscape of future business. The growing Latino population in America is slowly becoming an area of concentration for American media companies and other businesses as a result of the achievements accomplished by Latino-oriented media outlets. With the introduction of the term comes an explanation of its functions, escalating importance, types of Latino-oriented media, and the future of the media catering to America's largest and fastest growing minority.To introduce the term it is important to note that although it includes the words Latino and oriented, its audience is not exclusively Latinos and while some Latino media outlets are owned by Latinos, an increasing number are owned by non-Latinos (Subervi & Eusebio, 2005).
[...] While the content of Latino media is produced and directed to Latinos and certain niche groups, the organizations are not always owned by Latinos themselves. While there are many Latino media outlets owned by Latinos, some have executives and decision makers that are non-Latinos, or their ownership is non-Latino. The media outlets themselves, “depend on whether the media are for-profit commercial operations privately owned by an individual, a family, a small or large company or one that is part of a conglomerate based in the U.S. [...]
[...] Combinations of different types are possible and some media may charge subscriptions while others are free (Subervi & Eusebio, 2005). The number of Latino media has increased dramatically in the past ten years due to a growing Latino population and positive statistics on education, business ownership, and access to the Internet and other forms of technology. The most notable increase is in that of Internet sites being developed and utilized by Latinos across the U.S. (Subervi & Eusebio, 2005).The growing number of Latino media is truly a wake up call to American media outlets that once doubted the success and profits of producing media targeted to U.S. [...]
[...] All three types of organizations are equally important and beneficial in advancing Latinos in not just the areas of media ownership and representation, but community improvement and general way of life. The future of Latino-oriented media will likely be profitable as the statistics for all areas are constantly growing in positive ways. Each medium offers its own impressive numbers in areas where the general market media does not. It is the job of media practitioners and marketers to learn and understand the culture and Latino population to truly be successful in their attempts with the media. [...]
[...] Not only is their advertising revenue and circulation increasing, but their pass- along readership is also due to Latino households having more members than non- Latino households and the number of Latinos watching or listening to Spanish-language media being higher than the general market (Subervi & Eusebio, 2005). Another medium experiencing rapid growth due to the Latino population is the internet. Studies have shown that Latinos spend 9 percent longer online and view 15 percent more Web pages than the average user (Subervi & Eusebio, 2005). [...]
[...] due to a majority of Latinos being more comfortable speaking Spanish and wanting to listen and view media in the language. Spanish-language media may be more relevant to them as Latinos and may offer news from their home countries that they cannot receive from the American programs. Marketers are finally realizing the importance of Latinos to media outlets as the past, much of the hesitancy in targeting the HCM or Latino communities by non- Hispanics has been based on historical non-involvement, previous failed outreach efforts and on stereotypes related to economics, language and lifestyles” (Estrada, 2008). [...]
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