Spanish 101.

This article looks at the trend concerning Spanish-language media in the U.S. as of March 2006. The growth of Spanish-language media outlets reflects the increasing importance of the U.S. Hispanic market. There is a well-documented desire by the Hispanic community to receive advertisements in Spanish. But Spanish-language advertising and Hispanic marketing are not similar. A one-size-fits-all application of Spanish-language formats to a Hispanic marketing campaign invokes the words of H. L. Mencken, that is, for every complex problem, there is one solution that is simple, neat and wrong. There are several distinctions that can be drawn between Hispanic and non-Hispanic markets. The Bureau of Labor Statistic's American Time Use Survey notes that Hispanics and Latinos spend more time each day purchasing goods and services than any of its measured ethnic groups.