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Language has become an increasingly complex component of Latinos
online advertising. Time Warner's AOL Latino, a major Spanish-language
Web site, used to just target countries such as Argentina, Mexico,
and Brazil. "We started waking up to the reality that we
have to speak to all Latinos and that a large percentage of
this online Latino audience is bilingual or speaks English,"
stated Peter Blacker, who worked on the original business plan
for AOL Latino. Major advertisers are getting the message and
using the Internet to target bilingual American Hispanic youth.
- The English-language market
for U.S. Latinos is especially notable in magazine readership
and the Internet. According to People En Espanol's "Hispanic
Opinion Tracker," while 78 percent of Latinos read magazines
in Spanish, 83 percent of Latinos also read them in English.
ComScore Media Metrix reports that only 21 percent of Latino
Internet users prefer Spanish-language sites, while 52 percent
prefer English language and 28 percent use both equally. These
findings, along with additional statistics reported by the
Pew Hispanic Center, suggest that the language used in advertising
to Latinos is just as critical as the medium.
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