Navigation Menu+


The Economic Power Of The Latino Market

Chiqui Cartegena, vice president of marketing at Univision, shared some startling statistics with Reynolds Week and Scripps Howard Entrepreneurship Fellows at Arizona State University on Monday. They’re using the hashtag #moneynerds.


Book Review – Latino Boom II

By Amy Maclean
For anyone trying to understand the Hispanic market, Chiqui Cartagena’s new book, “Latino Boom II: Catch the Biggest Demographic Wave Since The Baby Boom,” is a good place to start. Sure, as VP of Corporate Marketing for Univision, her book can be a little self-serving at times. But it probably deserves to be, with Univision finishing as the fourth-place network in 1Q—beating out NBC for the first time. While her book definitely appeals to the brands who might advertise on the Spanish-language broadcaster, there is plenty of fodder for any marketer—perhaps especially for those competing with Univision.

Univision Exec in Latest Book Touts ‘Latino Boom’ to Marketers

By John Consoli — Broadcasting & Cable, 4/3/2013 2:14:26 PM

You can’t ever accuse Chiqui Cartagena, Univision’s VP of corporate marketing, of not being schooled in the opportunities available to marketers trying to reach Hispanic consumers.

Cartagena recently published her second book, Latino Boom II, which details those opportunities. This follow-up to her first book, Latino Boom! Everything You Need to Know to Grow Your Business in the U.S. Hispanic Market (published in 2005) uses newer data to tout the Hispanic marketplace, and also explains the perils facing marketers who ignore the Latino buyer.

What’s interesting is not so much that Cartagena wrote the updated version, but that she did so with the blessing of her current employer, offering up data and advice that might usually be offered up in private meetings with potential advertisers for the Univision media platforms. Backing things up further, Univision Communications president and CEO Randy Falco wrote the foreword to the book.


Understand Today’s Most Sought-After Business Opportunity with New Book from Hispanic Marketing Pioneer Chiqui Cartagena

Latino Boom II Publishes March 25

NEW YORK–(BUSINESS WIRE)– Dynamic media and marketing pioneer Chiqui Cartagena takes readers beyond the census numbers and showcases key learnings on how to effectively reach Hispanic consumers in her thought-provoking and insightful new book, LATINO BOOM II: Catching The Biggest Demographic Wave Since The Baby Boom (Publ. Date: March 25, 2013; Pages: 274; Price: $27.95; Publisher: Custom Worthy Editions). In the book, Cartagena presents anecdotes, case studies and rich data that tells the story of the Hispanic opportunity, including a deep cultural context that will help marketers win with this growing consumer base.

Multiethnic TV Leadership Award Winners AnnouncedCeremony Takes Place April 17, 2013 at Hilton New York

Eleven executives representing Condista, Comcast, Dish, Fox Broadcasting, Fox Hispanic Media, Sesame Workshop, SMG/Tapestry, Telemundo, TV One, Univision and Verizon within the fields of advertising, programming, marketing, digital and pay television have been named as the members of the first-ever class of winners of the Multiethnic TV Leadership Awards to be presented by Broadcasting & Cable and Multichannel News at the NY Hilton Hotel on Wednesday, April 17th, 2013, during a Luncheon Ceremony.

Amazon Book Review
Should Be Required Reading for Anyone Looking to Connect With U.S. Hispanics

March 10, 2013

Latino Boom II should be required reading for any marketer, political strategist or communications pro looking to crack the code and engage with the all important U.S. Hispanic consumer. In the interest of full disclosure,the author is employed by Univision, which is a client of ours. Nonetheless, Chiqui Cartagena does a terrific job explaining why U.S. Hispanics are “a marketer’s dream come true” (young, tech savvy, loyal to the brands they commit to, fast growing, etc.) and lays out a road map filled with the dos and don’ts of effectively making a connection that can drive revenues -or votes for that matter. Her recommendations are supported by independent research and data, all laid out in an easy to read style filled with compelling stories.
– Kevin Sullivan
Founder, KSC, Inc.


Innovation + Startup News
Univision Marketing VP: If you want to grow your business, target Latino consumers

With the explosive growth of the United States’ Latino population, marketers can no longer think of Latinos as a niche market. If businesses want to grow, Latino customers must be integrated into all stages of marketing, not added as an afterthought.