Magazine article Editor & Publisher

Hispanic Market Strong in S. Fla

Magazine article Editor & Publisher

Hispanic Market Strong in S. Fla

Article excerpt

With regard to your story "Hispanic Media Flourishes" (March 13, p. 24), there are several errors and incorrect information about our publications (El Nuevo Herald and The Miami Herald) and the Miami market.

The table entitled "Top 5 Hispanic Markets" lists Miami as fifth behind San Francisco/San Jose, yet gives a higher Hispanic population number for Miami (823,906) than for San Francisco/San Jose (685,838). The Hispanic estimate for Miami of 823,906 is incorrect even if one is looking at just the MSA (Miami-Dade County). In its most recent county population estimates for 1997 (Sept. 4, 1998), the Census Bureau ranked Miami-Dade County number two in the U.S. with 1,139,004, second only to Los Angeles County (4,000,642).

In addition to these errors, I stress the overall point that Miami's importance among U.S. Hispanic markets is much greater than indicated by the figures in the E&P article. Beyond being ranked number two in terms of population, Market Statistics, another respected source, ranks Miami third among all metropolitan statistical areas in the U.S. in terms of Hispanic population (behind Los Angeles and New York). Broward County, the fastest-growing market in South Florida, contains another 171,271 Hispanics (according to Market Statistics). The Miami/Fort Lauderdale DMA (Dade, Broward, and Monroe counties) also ranks third in the U.S., according to Market Statistics, at 1,375,263 Hispanics).

In addition to its size, the Miami market stands out for its relative affluence among all major Hispanic markets in the U. …

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