Change for a changing population

The Daily Breeze

Tuesday, May 03, 2005

Change for a changing population

America's largest corporations are gearing up for Cinco de Mayo with blitzes to attract Latino consumers.
By Ruben Navarrette Jr.

Just in time for Cinco de Mayo, some of America's largest corporations are gearing up to make a pitch to Latino consumers:

- The California wine industry is pursuing Latino customers by relying on everything from bilingual wine labels, a Spanish-language winery tour, wine promotions at Latino markets and Latino cultural events sponsored by wineries. There's even a Spanish-language radio show on food and wine.

- Discovery Networks -- which already produces "Discovery en Espanol" -- is branching out with two new offerings in an attempt to tap into the expanding U.S. Latino cable market. "Viajar y Vivir" (Travel and Living) is a lifestyle channel aimed at Latinas, and "Discovery Kids en Espanol" will offer educational programming.

- In what is perceived as a first, a major retailer teaming with a Latino-themed media partner, Sears is joining with Latina Magazine to launch a line of clothing specifically aimed at Hispanic women. Dubbed "Latina Life," the clothing line hopes to tap into the Hispanic apparel market, which rang in last year at $6.6 billion.

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Still, some people I know bristle at what they see as an attempt by firms to make special accommodations for what is America's largest minority. Others worry about anything that might help Latinos put off the assimilation process.

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Forget language. What I mean is that companies are focusing on ethnic tastes and cultural nuances and spending time, effort and money developing, testing and marketing products intended to make Latinos feel right at home in the American marketplace.

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One of the latest arguments involved the Congressional Hispanic Caucus and Rep. Rahm Emanuel, D-Ill., chairman of the Democratic Congressional Campaign Committee, or DCCC. In a March 17 meeting, members of the caucus asked Emanuel to hire a high-level Latino to help the DCCC focus on Hispanic issues and help keep Hispanic voters in the Democratic fold. Emanuel balked at the suggestion and in the process offended caucus members, according to The Hill newspaper. The lawmakers threatened to withhold their party dues until Emanuel and other party leaders gave in to a "laundry list" of demands. It may have worked. Emanuel appears to be caving, according to The Hill, saying a compromise is near. But Latino lawmakers are skeptical.

More..

Find this article at:
http://www.dailybreeze.com/opinion/articles/1536827.html

Ruben Navarrette Jr. is a columnist for The San Diego Union-Tribune and Copley News Service.

:eyes: :crazy:

until the Dallas DAs office started investigating him.

http://www.democraticunderground.com/discuss/duboard.php?az=show_topic&forum=180&topic_id=11162