Word: estrada
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Dates: during 1980-1989
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...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 for a living." Some news outlets try to appeal to the broadest audience...
...biggest challenge for the Hispanic media is winning over advertisers who question the value and size of their audience. "Corporate America thinks of some poor guy living in a barrio who just came over the border," complains Estrada, who claims that half his readers make $40,000 or more annually. To combat skepticism about their ratings, rivals Univision and Telemundo last 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...
...spite of all this oppression," Estrada said through an interpreter, "the people say 'that's enough' and are willing to stand up to the army...
...have seen as I've travelled through the universities in the U.S. students worry more about their parties on the weekends. Life is very different from a the life of a Salvadoran student," Estrada said, "I have no time to study...I fight, fight, fight...
...Estrada also described a four-year army "invasion" of the National University of El Salvador in 1980. Soldiers destroyed laboratories, more than 50,000 books, a printing press and stole all computers, worth together $25 million...