"To achieve profitable growth and market leadership, corporations have to take the Hispanic market opportunity seriously by becoming experts or build partnerships with media companies that are already experts on the U.S. Hispanic consumer."
Mike Cano, Marketing Director,
La Opinión



“If you want to understand how a Lion hunts do not go to the Zoo, go to the Jungle.  This also applies when targeting the Latino market; if you want to target them to use your service/product you must clearly understand their needs to make them feel welcome.”
Jose Castaneda, Divisional Marketing Manager, H & R Block



“Out-of-home advertising has been proven to be an effective medium in targeting and reaching Hispanics.  As Hispanic media continues to fragment, the unavoidable and ubiquitous nature of out-of-home advertising offers marketers a powerful way to connect with the increasingly important Hispanic consumer.”
Arthur R. Rockwell, Senior Vice President, Sales, CBS Outdoor Latino



“When marketing to Latinos, be relevant in your approach and considerate to their particular language and cultural idiosyncrasies.  But at the end of the day, remember that they are like everybody else; they care about succeeding in mainstream America.”
Oscar Novelo, SVP / Chief Development Officer, Santa Ana Business Bank

“Remember that not all U.S. Hispanics speak Spanish. Don’t fall for the stereotypes.”
Michael Montanez, Director of Marketing & Promotions, Tu Ciudad Magazine



“Take the time to know your audience and how to engage them. The proper communication strategy can make all the difference in the world.”
David Vallejo, Founder/CEO, LatinsOnline, Inc.



“If they are serious about getting a piece of the Hispanic billion dollar market, advertisers need to stop treating this market as an afterthought. Their advertising planning cycle needs to include the Hispanic market from the get go. Marketing efforts to Hispanics need to be dedicated and relevant to the Hispanic market while still maintaining synergy with the overall marketing message.”   
Patty Homo, PRESIDENT, VALPOMedios Hispanic Media Services



"If big businesses want to connect with Latinos and want our business, they need to connect with our hearts. And if they do connect with our hearts, they connect with our pockets, we're an emotional culture."
Rueben Martinez, Martínez Books and Art Gallery