Focus On: Lists: Digging For Donors

To add nearer-term perspective, by 2010, Hispanics will become the second largest race/ethnic group —second only to non-Hispanic whites. The time to start thinking about marketing to this growing audience is now.

Large commercial mailers such as Bookspan, Reader’s Digest and Rodale Press recognize the fact that the Hispanic population is growing but grossly underserved. They create offers that speak the language and appeal to the likes and interests of Hispanics in America. Between the three companies, they’ve pulled in hundreds of thousands of Spanish-speaking customers.