Two More Views on Courting the Latino Viewer

Christy Haubegger asserts that it is wise for advertisers to seek out the Hispanic market because they are “more likely to have larger families” and thus “should be the subject of intense advertiser interest” (“TV Shows and Advertisers Are Overlooking Latino Market,” Counterpunch, June 29).

If she exposed her intellect to a short-course on Demographics 101, she’d know that greater disposable income is available for advertisers to seek when a family has fewer children.

She wants Hispanic families to be courted? They must be first court-worthy, which is not a simplistic numbers game.

It requires a sophistication that eludes agenda-driven organizations that find ever more creative ways to cry “not fair.”

STEVE FINEFROCK

Los Angeles

As a Hispanic born and raised in East Los Angeles, I applaud Haubegger.

Our culture has been ignored in the entertainment and advertising industry. I am hoping that her article will stand as a wake-up call.

As I watch some of the TV shows, theater movies and commercials, I have noticed throughout the years that Hispanics do not get any parts.

Yet you see whites, Asians and African Americans in many programs, movies and commercials.

Maybe if we Hispanics had a spokesperson to represent us, we could make an impact where it would hurt the industry--in the pocketbook.

Far too many times, the only image that comes across is that Hispanics are either gardeners or housemaids.

As with any other race in America today, we have educated and professional Hispanics and elected officials.

It is also a misconception that most Hispanics are on the welfare system. I have read that most people receiving government assistance are nonminority.

Our Hispanic community is no longer mostly Mexicans. It now includes South and Central Americans, who bring their varied culture and financial contributions to our economy.

I am sure that if Hispanics started to boycott advertisers and the entertainment media, we surely would have a much greater impact than just sitting back and doing nothing.

PATRICIA D. OROZCO

Pasadena