HISPANIC AGENCY ASSN. MULLER;SHOPS GATHER THIS MONTH TO DISCUSS FORMING GROUP

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Long dismayed at the treatment Hispanic advertising gets from general-market agencies and marketers, some of the largest players in the Hispanic agency community will gather in Dallas this month to discuss forming an association all their own.

Fifty-three Hispanic shops have agreed so far to attend the May 15 meeting, disclosed in an April letter sent to 70 agencies by Eduardo Caballero, CEO of Caballero Spanish Media, a New York-based Spanish-language radio rep firm.

SPENDING LAGS

The move comes as population growth in the U.S. Hispanic market outpaces spending against it, said Bert Cruz, managing partner with FOVA, the Hispanic division of Grey Advertising.

"Hispanic advertising is not really growing as much as it should compared with the Hispanic market," Mr. Cruz said.

The goal is to promote Hispanic marketing while countering claims from some general-market agencies that English-language advertising-or translated English campaigns-can reach U.S. Hispanics as effectively and less expensively than dedicated Spanish-language efforts, he said.

NOT RELEVANT

"The commercials that are being used for general market are irrelevant to the Hispanics," Mr. Caballero said. "This message can be much more powerfully explained to advertisers by an agency association."

What remains to be determined is what role, if any, Hispanic media would play in such an effort.

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