By Dorothy York, President and CEO of North American Precis Syndicate (NAPS)
There has been a surge of attention devoted to reaching a broader, more culturally diverse audience, in the media that black and Spanish speaking people turn to first to get their news.
There are many impressive statistics about the Spanish speaking population in the U. S., which is thriving at unprecedented rates. There are 41 million people in the U. S., aged five or older, who speak Spanish at home. Spanish is the second most spoken language by far. There are about six million Spanish speaking students. Spanish is the most studied language, other than English. There are over 50 million native speakers, heritage language speakers, and second-language speakers, making the U. S. The second largest Spanish-speaking population in the world after Mexico.
There are 42 million African American people in the U. S. African Americans, defined as those with total or partial ancestry from any of the black racial groups of Africa, represent the third largest ethnic group and the second largest racial group in the U. S., right after the second largest, which is Hispanic and Latino Americans.
Marketing to these people, who have huge purchasing power, cumulatively, is a complex process that requires special consideration of some important factors. The overwhelming majority of these populations identify with their own respective ethnicities, including descendants of Caribbean, Central American and South American nations.
There are many agencies that specialize in marketing to these diverse groups. Many corporations and agencies are hiring people who are sensitive to the needs and preferences of multicultural audiences. The news media has included special sections for Spanish speaking and African American audiences, to attract a greater readership by reaching an underserved and growing community.
Recognizing the need for increased outreach to these powerful audiences, many of our clients have turned their focus to the opportunities offered by multicultural marketing. Our team of experts offers proposals to leverage the reach of the Spanish language and African American media and maximize results for the messages management care about most.