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Reaching Hispanics in America: Meshing New and Old Media
08/10/2006
The U.S. Hispanic population grabbed headlines and the attention of most Americans in the spring of 2006 with nationwide marches — in small towns as well as urban centers — to advocate for immigration legislation.
This diverse group — Mexicans, Cubans, Dominicans and Puerto Ricans; whites and blacks; native and foreign born; citizens and immigrants; legal and illegal — mobilized itself using a smorgasbord of communications tools, from the time-honored word-of-mouth to the newest digital tools — e-mail, blogs and text messaging.
Organizations that seek to reach this growing and increasingly influential market must be aware of its diversity and be prepared to employ multiple communications tools, fitting the tool to the audience segment, if they are to be effective.
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