Latin Influence

Meet the executives and icons shaping the massive, and growing, Hispanic media market

If it hasn’t sunk in, you’re thick or, possibly, racist. Either way, you’ve blown a huge opportunity: America is becoming a Latin nation. That’s the headline of the 2010 U.S. Census.

There are 50.5 million Hispanics in the U.S., 15 million more than 10 years ago; they now make up 16 percent of the total U.S. population. That means vast and growing economic power, with Hispanics expected to spend $1.2 trillion in 2012.

Incredibly, the general media and advertising market has been in a state of denial about this fundamental and transformational demographic shift.

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