October 11, 2000

Reaching the Hispanic Southwest and Southeast markets.

HispanicVista.com

Business Wire released a CBS update on October 2, 2000, describing a plan by Belo, Corp. and Cox Communications to launch a Spanish language, Mas Arizona, 24/7 television channel during the month of November 2000.

The October 2^nd release quotes Sergio Carlos, president of the Arizona Hispanic Chamber of Commerce, “Hispanic consumers in Phoenix have been under-served. For many years, Univision was the only Spanish-language TV broadcaster in town, and, although Telemundo's recent entry into the market was certainly welcome, KDRX has a weak signal, which has limited its penetration. From a market perspective, (Mas Arizona) obviously gives advertisers more options, in terms of reaching a very important and growing segment of our community.”

The nation's nearly 30 million U.S. Hispanics have disposable income that has been estimated at around $350 billion. The average Hispanic household's income has soared well over 100 percent since 1980. By 2010, the U.S. Census Bureau estimates that there will be 40 million Hispanics living in the country. Phoenix is America's 12th-largest Hispanic market, and Hispanics make up about 23 per cent of Arizona's population. More than 450,000 Cox Cable customers will have access to Mas Arizona.

So while television will play an important part in reaching the Southwest market, newspapers in southern Florida play an important role in reaching that market.

A MediaWeek article from August 2000, reported that Miami is the third-largest Hispanic market in terms of buying power, at $17.6 billion, according to Strategy Research, and ranks first in per-capita buying power. Nearly half of the businesses in

Miami-Dade are Hispanic-owned (mostly Cuban-American).

Fifty-eight per cent of Hispanics in Miami-Dade prefer to read their news in Spanish that being the reason the Herald spun off its Spanish-language section into a stand-alone daily, El Nuevo Herald.  Of an adult population of some 1.6 million, an estimated 58% is Latino, up from 49% in 1990 and just 5% four decades ago.

Though a single designated -market area, the cities and their home counties differ substantially.  Dade County for many years has been an exile community while the  Fort Lauderdale-Broward's population is second and third generation and not the  fertile Spanish-language print market Miami-Dade is.

They grew up on MTV, unlike Hispanics in Miami-Dade, who overwhelmingly prefer Spanish. Sun-Sentinel vice president/editor Earl Maucker says Broward's Hispanics are “very comfortable with the English language and reading in English.”