Richard Strauss, president of Strauss Radio Strategies, tells me that his 11-person staff includes four fully fluent Spanish-speakers in response to the growth in radio stations that broadcast for the Hispanic community (an increase to 730 stations as of last year, up from 533 in 1999), the jump in the population, and the importance of this population group in major markets like New York, LA, and Miami.
Some of the details he's mindful of when planning a radio campaign - choose the right dialect and accent for the region where the campaign will air (for instance, the Mexican population would be the target in Texas) and make sure the production value is high, especially in light of HD and satellite radio.
He also emphasized the varying socioeconomic status levels that I touch on in the article. Strauss says those earning $25K or more has risen 70% in the last few years.
"The community is extremely diverse," says Strauss. "When a PR person is prepping a spokesperson, they need to be able to answer those questions that can address all members of the community, all socioeconomic statuses."