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Author Biography
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Chiqui Cartagena is vice president of Corporate Marketing for Univision Communications Inc., where she is responsible for developing and implementing corporate marketing strategies, positioning Univision’s broad portfolio of brands and creating proprietary consumer research. Ms. Cartagena is a Hispanic media and marketing pioneer with 25 years of experience developing, launching, and leading some of America’s most successful Spanish-language consumer magazines, including People en Español...

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New Political Power
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Excerpt from Chapter 1 In March of 2012, TIME magazine proclaimed on its cover “Why Latinos Will Pick the Next President,” using a Spanish headline, “Yo Decido” (I Decide) and a mosaic of Latino headshots to make their point even stronger. According to census data, every month 50,000 Latino citizens turn eighteen and are therefore eligible to vote. The American electorate is growing by...

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Praise and Intro
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“Clearly written and full of data and new insights, Latino Boom II gives every marketer a better understanding of how to capitlize on the growing Hispanic consumer. Latino Boom II is a must read.” —Bob Liodice, President and CEO, the Association of  National Advertisers “Latino Boom II is the essential guide to marketing to Hispanics. The Hispanic demographic is no longer another niche market,...

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Foreword by Randy Falco
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Are you bullish on the future? I know I am because I see the potential of our future in our talented group of professionals and in the community we serve at Univision. I see Hispanic professionals and leaders like Latino Boom II author, Chiqui Cartagena, every day, individuals with strong work ethic and an entrepreneurial spirit, who are driving the economic growth of our...

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Total Market Strategy
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Excerpt from Chapter 8 In spite of the fact that over one-third (36 percent) of all consumers in the United States and over 41 percent of all young adults (eighteen- to thirty-four-year-olds) are multicultural, ethnic marketing efforts continue to get the short end of the stick (not to mention budgets). Ethnic agencies are often left out of the critical strategic planning process but are...

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Business Opportunities
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Excerpt from Chapter 4 Whether you are thinking about marketing to Hispanics for the first time or if you are a veteran marketer who’s “been there, done that,” I strongly recommend that you seek the advice of Hispanic marketing experts who can help guide you through the right-sizing of your specific market opportunity. Too often the knee-jerk reaction to “selling” the Hispanic opportunity is...

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The Latino Effect
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Excerpt from Chapter 1 You can stop by McDonald’s and order a tropical smoothie or walk into a Panera Bread and order your favorite Cuban chicken panini. That’s the Latino Effect. You can go to Sephora and see the new face of L’Oreal, Jennifer Lopez, telling you that the secret behind her beautiful skin is that she is “100% Puerto Rican.” You can buy...

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