ABSTRACT
The growth in the Latino population and their collective power has influenced the rise of Hispanic marketing communication as an industry over the last decades. The US Hispanic marketing industry originated with entrepreneurs who immigrated from Latin America and recognized an opportunity. The proliferation of Spanish-language media and the players in the industry have grown dramatically over the last decades. In the relatively placid environment of broadcast radio, broadcast TV, and print, speaking of media was relatively straightforward. The Center for Hispanic Marketing Communication at Florida State University has partnered with several companies to study Latino media consumption. How Hispanics are exposed to media has to do with their capacity to use and to adopt new communication technology. Spanish-language television plays a more critical role than English-language television in shaping Latino public opinion. Hispanic book consumption in the US is a very complicated topic because of its impact on education as a mass medium.
