Ethnic minorities' rising numbers are well-documented in Census 2000, but their ranks vary wildly. For example, Hispanics account for 42.1% of the population of New Mexico but only 0.7% in West Virginia. How do marketers respond? Fine-tune their efforts state by state? Increase spot TV? Or as one researcher notes (see Page S-8): "There's not a single county ... that doesn't have a Hispanic in it. Down the road, we'll be able to look at a national Hispanic population." That could make nationally targeted campaigns more efficient.