Wednesday, March 9, 2011

Why Are Hispanics Missing in Leadership at Media Companies?

By Rossana Fiske, MediaShift


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Fifty million people. One trillion dollars in buying power. Ad spending up 164% since 2001 to $3.88 billion. Hundreds of Spanish-language TV stations across the U.S.

Those eye-catching numbers represent the immense, and largely untapped, scale and wealth of the Hispanic-American media market. Put into greater perspective, if Hispanic-Americans comprised their own country, it would be the fifth-largest, by population, in the European Union. And this demographic is growing -- rapidly.

Despite these figures, one component is still missing in the media industry's quest for greater diversity: Hispanic leadership in the executive suite at media companies.

As a Hispanic-American executive, who also happens to be female, I have seen first-hand the immense growth and impact diversity is having on the American economy and culture. Media executives, marketers, communicators, lawmakers and all of America are hurtling into an era where the business and marketing of diversity -- particularly the Hispanic-American market -- will be at the forefront of the American conscience.


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