Word: casiano
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While these journalists share a commitment to cover Latin communities here and abroad, they are divided over which language is the most effective vehicle for reaching their audience. Manuel Casiano, founder of the Puerto Rican magazine Imagen, favors Spanish, noting that 97% of Hispanic adults living in the U.S. today learned that language first. Arturo Villar, founder of Vista, and Alfredo Estrada, publisher of the upscale monthly Hispanic, argue that clinging to their native language holds Hispanics back. The effect of publishing in Spanish, Estrada says, "is to support a Spanish-speaking subclass that will always be flipping hamburgers...
...summer jointly hired Nielsen Media Research, the television ratings service, to verify their claims. Advertising dollars aimed at Hispanics peaked at $550 million last year, according to Hispanic Business, a fraction of the national total of $125 billion. "We are nowhere," admits Telemundo president Henry Silverman. But Imagen's Casiano is decidedly more upbeat: "The numbers show tremendous potential for growth." In other words, there is nowhere...
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