Opinion for The Latino Newsletter

BOSTON — In the ever-evolving landscape of media and marketing, companies are perpetually searching for new streams of revenue and ways to bolster their bottom line. Still, there’s an obvious and substantial market that too many mainstream media companies still overlook or underestimate: the Hispanic market in this country.

U.S. Hispanics have enormous economic influence, boasting a buying power of $3.6 trillion. This makes them one of the most significant consumer groups, with growth outpacing nearly every other demographic.

Notably, the Hispanic advertising market alone is expected to reach approximately $4 billion during this time, underlining the potential profitability for those who engage thoughtfully and strategically with this vibrant community.

Even if two million of us leave the United States tomorrow and our Spanish language is forever erased from federal dialogues, our audience remains solidly an economic engine in both size and production.

A Business Advantage

This isn’t merely a question of cultural sensitivity; it’s also a proven business advantage. Yet despite these clear indicators, many media companies remain hesitant, often distracted by the politicization of diversity, equity, and inclusion (DEI). While DEI debates continue to polarize discussions, businesses must recognize that targeting the Hispanic market transcends politics. It's a matter of sound economic strategy. Companies don't have the luxury to ignore such a considerable segment of their potential audience.

Mainstream media outlets that have successfully embraced bilingual and culturally relevant strategies (I see you, ESPN Deportes) have reaped tangible rewards, cultivating loyal customer bases and strengthening brand reputation. Those who remain hesitant should take note that failure to engage authentically with Hispanic audiences doesn’t just represent a missed opportunity—it actively benefits competitors who understand this simple yet crucial market dynamic.

No Longer Niche

It’s time to recognize that the Hispanic market isn’t an alternative or niche audience. It’s a mainstream economic powerhouse deserving focused and strategic attention. On all these fronts, the Hispanic market has stopped being a secondary option. It is now an essential component for any brand or media company aiming for sustainable and significant growth.

Embracing the Hispanic market is good practice and good business.

I am writing this from Boston, where I am appalled to see how even the strongest local news media outlets continue to ignore their Hispanic audience, offering only superficial engagement at community festivals in 2025.

While these festivals represent an innovative approach to increasing revenue, it's astonishing that these media outlets overlook nearly 20% of their local community: Hispanics.

They will not survive if they continue on this path.

About the Author

Javier Marin is a Hispanic entrepreneur, investor, and media proprietor. He serves as Executive Chairman of Tiempo Company, the media group behind El Planeta in Boston and Tiempo Latino in Washington D.C., two of the most influential Spanish-language news outlets on the East Coast. He is the author of ECO’s of Power: The Final Plot of a Media Giant, an upcoming book chronicling the rise of Spanish-language television in the U.S. and the power players behind it, out Fall 2025.

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The Latino Newsletter welcomes opinion pieces in English and/or Spanish from community voices. Submission guidelines are here. The views expressed by outside opinion contributors do not necessarily reflect the editorial views of this outlet or its employees.