Bilingual, and in Demand
Flip through a Spanish-language magazine, and you'll find some familiar advertisers hawking their wares -- Verizon, DaimlerChrysler, and Target, to name a few. These marketers know what's at stake: Since 1990, Hispanic spending power in the U.S. has climbed 118%, to $452 billion, according to the University of Georgia's Selig Center for Economic Growth. And recently released Census 2000 numbers show that Hispanics are now 35.3 million strong, roughly 12.5% of the total U.S. population.
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