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New York may be the world’s melting pot, but Southern California is the epicenter of Hispanic life in America. Los Angeles’ Latin component is nearly double (6.4 million) that of New York’s (3.5 million), and Hispanic Business magazine reports that advertisers spent more than $260 million on print, television and radio in Southern California in 1996. The concentration of Hispanic residents in Miami makes the south Florida market even more valuable than New York’s more spread-out population.
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