'Nuevo Majority': New York Looks to lure Latin Events

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"The mayor is proud to be Hispanic," said Carol Roble-Roman, a deputy mayor of New York City, "and he's not even Latino."

She said Mike Bloomberg, who has studied Spanish for years, reads New York's Spanish-language dailies Hoy and El Diario La Prensa, and often refers to their stories, sending city staffers scrambling to read the Hispanic press.

At "The Nuevo Majority," the only Hispanic panel during Advertising Week in New York City, Ms. Roble-Romano said the city has started a Latin Media and Entertainment Commission to lure Latin events and media to New York.

Panelist and consultant Isabel Valdes said an issue of growing interest to marketers is to understand how Latin culture is influencing the general market in areas like Latin fashion, food, media and interior design.

"Clients are saying `What are [Latin] kids doing, and what should my product look like?"' she said.

Ms. Valdes said the U.S. Hispanic market today numbers 44.6 million, and will be close to 50 million in several years, factoring in the half million Hispanic households added every year, and that one in four births is to a Hispanic mother.

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