Monday, December 05, 2005

¿Sabes español?

The Association of Hispanic Advertising Agencies (AHAA) announced in a press release last week that Hispanic print and television advertising grew a significant 4.7% between 2003 and 2004. Hispanic buying power also reached $686 billion in 2004, according to the release. Whew! Odds are, many libraries are feeling the effects of this population's growing needs. In fact, last week the San Bernardino County Library launched its bilingual iBistro system, which allows patrons to locate and request items in Spanish as well as English (article here).

In order to keep up with the growth of the Hispanic population, it's important to stay current with relevant market research. The AHAA has a fantastic PowerPoint presentation (pdf) available that describes this market's demographics, purchasing behavior, where the group gets its information as well as marketing implications--fascinating!--not to mention, very useful for your own marketing efforts. There is a lot of opportunity for librarians to get in early on serving this growing group of current and future library users!

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