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February 13, 2012
Binyamin Rose: Back to the Bunker: How a life-risking act by a Christian family during the Holocaust saved a family and built a thriving community a world away
Menachem Wecker: Business Schools Teach Real Estate Despite Troubled Housing Market
February 10, 2012
Lisa M. Krieger: Man with defibrillator demands access to his own heart's information
David G. Savage: Why activists may not be in a hurry to have High Court rule on alternative marriage
February 9, 2012
Laura McMullen: 10 Least Expensive Public Schools for Out-of-State Students
Kimberly Palmer: How to actually enjoy -- relaxing, financially -- your vacation
February 8, 2012
Warren Richey: Why momentous Prop. 8 ruling might not satisfy gay-rights groups
Menachem Wecker: Though Controversial, LL.M.'s Can Lead to Specialized Legal Jobs
The Kosher Gourmet byDana Velden: Going to the bother of making soup? You know it better be good. This CREAM OF TOMATO SOUP certainly is! And it's a cinch to make, too (Includes techinques and serving secrets)
February 7, 2012
Frank J. Gaffney, Jr.: Caught off-guard? President's Super Bowl interview with Matt Lauer gives those who need a reason not to vote for him, a darn good one
Suzanne Bohan: Leaping lizards! Tiny reptiles advancing robot design
February 6, 2012
Jonathan Tobin: Iran Threatens Israel With Destruction, But the New York Times Doesn't Hear It
Jeffrey Fleishman: In newly democratic Egypt, tens of democracy activists jailed, to stand trial; their groups are 'threatening the stability of the homeland'
Julie Deardorff : Researchers say antioxidants may not be that effective and could do more harm than good
Mark Clayton: How did Anonymous hackers eavesdrop on FBI and Scotland Yard?
February 3, 2012
Edmund Sanders : Israeli official says Iran is creating missile that could reach East Coast of US
Victoria Kim: Immigrant-smuggling ring used black drivers to avoid racial profiling
February 2, 2012
Jim Carney: Wrong number call may have saved her life
Reza Kahlili : Ex-CIA spy in Iran's Revolutionary Guard: What Obama doesn't grasp about striking deals with Tehran
Tina Susman: For woodchuck rescuer, every day is Groundhog Day
February 1, 2012
Brian Bennett: US officials see increasing threat of domestic attack from Iran
Emily Brandon: How to Take Advantage of New 401(k) Fee Disclosures
January 31, 2012
January 30, 2012
Paul Richter and Ramin Mostaghim: Misreading Teheran's limits -- deadly and economically devastating as they may be -- is a risk administration, Europe seem willing to take
Suzanne Bohan: Warning: Nap-deprived tots missing more than sleep, study finds
Meg Handley: Banks Revamping Rewards Programs to Woo Customers
January 27, 2012
Caroline B. Glick: Obama: Of course I intend to prevent a nuclear holocaust . . . in a few months
Yochonon Donn: In liberal New York City, fervently-Orthodox Jews may soon be getting a district to call their own
Jeannine Stein: An inflated ego and thinking you're 'all that' doesn't just make others sick of you, it can make you ill
Katy Hopkins: New budget rules may affect how much money you get for college
January 26, 2012
Ed Koch: To the New York Times, calling for the murder of Jews by those capable of having their incitement taken seriously isn't news
Jeannine Stein: Mental illness struck one in five U.S. adults in 2010: Report
January 25, 2012
Richard Simon: House passes two bills endorsing the use of religious symbols at military memorials
Fred Weir: Putin: Multiethnic Russia cannot survive as a US-style 'melting pot'; must find its own way
Susan Johnston: 5 Sneaky Coupon Strategies Consumers Should Watch Out For
January 24, 2012
Carol Clark: The price of your soul: How your brain decides whether to 'sell out'
Caroline B. Glick: America lost most in 'Arab Spring'. Sadly, many voters still don't grasp the extent
Warren Richey: Drug criminal scores win in GPS ruling from conservative-leaning high court
Erika Bolstad: Black conservatives gather to talk about gaining strength
January 23, 2012
Melissa Dribben: Jewish voters to play a key role in Florida's Republican primary
Jordan Rau: In quest to grow, Catholic hospital system will announce this morning its break from church
Ali Safi: U.S. envoy gives Taliban terms for peace talks
January 19, 2012
January 18, 2012
January 17, 2012
Frank J. Gaffney Jr.: No-kidding red lines: U.S. response to an Iranian nuke may be bluster, but Israel's won't be
David G. Savage: They sued their principals after slandering them online --- now the cases are headed to the Supreme Court
David Francis: Where to Invest in 2012: With stocks expected to rebound, opportunity abounds for investors
January 13, 2012
Ben Lynfield: Israeli lawmakers move to annex Jewish Judea, one museum at a time
Alexia Elejalde-Ruiz: Thriving through touch: Gentle massage helps older people with low mobility improve in mind and body
January 12, 2012
Warren Richey: Landmark Supreme Court ruling a 'resounding win' for religious groups
Warren Richey: Supreme Court says no to new rule on eyewitness testimony
John Fauber : Statins found to raise diabetes risk in postmenopausal women
Katy Hopkins : Consider This Before You Pay for an Online Degree
The Kosher Gourmet by Joseph Erdos: This mushroom and barley soup has an intense -- almost nutty -- flavor that mixes robust with Middle East. It has creaminess without cream
January 11, 2012
Shari Roan: Millions of atrial fibrillation sufferers at risk for devastating, but preventable, stroke
Tom Hussain: Pakistan -- recipient of more than $21 billion in civilian and military aid -- speeds pursuit of Iranian pipeline, defying US
David G. Savage: High court signals it won't be loosening TV's 'indecency' rules
Stephen Ceasar: Oklahoma's Islamic law amendment can't go into effect, court rules
January 10, 2012
Reza Kahlili: From an ex-CIA spy: US must exploit new split in Iran's Revolutionary Guard
Karen Kaplan: Study: Nicotine replacement products ineffective when used in real-life situations
January 9, 2012
Michael Doyle: Put through legal hell over dream home, couple fought back hard --- all the way to Supreme Court
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Jewish World Review
May 4, 2005
/ 25 Nisan , 5765
Corporate America sees what's coming even if politicians don't
By
Ruben Navarrette Jr.
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http://www.JewishWorldReview.com |
Just in time for Cinco de Mayo, some of America's largest corporations are gearing up to make a pitch to Hispanic consumers:
The California wine industry is going after Latino customers by relying on everything from bilingual wine labels, a Spanish-language winery tour, wine promotions at Latino markets, and Latino cultural events sponsored by wineries. There's even a Spanish-language radio show focused on food and wine.
Discovery Networks which already produces ''Discovery en espanol'' is now branching out with two new offerings in an attempt to tap into the rapidly expanding U.S. Hispanic cable market. ''Viajar y Vivir'' (Travel and Living) is a lifestyle channel aimed at Latinas, and ''Discovery Kids en espanol'' will offer educational programming.
In what is believed to be the first-ever partnership between a major retailer and a Hispanic-themed media partner, Sears is teaming up with Latina Magazine to launch a line of clothing specifically aimed at Hispanic women. Dubbed ''Latina Life,'' the clothing line hopes to tap into the Hispanic apparel market, which rang in last year at $6.6 billion.
I wonder how all this will go over with the culture cops who complain about the ''Latinization'' of the United States. Maybe they won't notice since many of them are busy flipping their lids over a cheesy billboard in Los Angeles promoting a Spanish-language television network. The billboard's message is that the City of Angels is really part of Mexico.
Well, there's certainly no mistaking the Mexican influence in Los Angeles. And why do you suppose that is? Show me a city with a strong presence of illegal immigrants and I'll show you a city full of U.S.-born citizens who feel entitled to the ready availability of cheap immigrant labor.
Still, some people I know bristle at all the attention being paid to Latino consumers and what they see as an attempt by companies to make special accommodations for what is now America's largest minority. Others worry about anything that might help Latinos put off the assimilation process, and ask why the country's institutions should change to suit Latinos and not the other way around.
That line of thinking hits a dead end on Madison Avenue. Eager to get their chunk of a market that is estimated to reach $1 trillion a year by 2010, the country's most successful companies have no qualms about speaking the language of the Latino consumer.
I don't mean Spanish. It's a myth that the only way to reach Latino customers is by advertising en espanol. Surveys show that Latinos are still more likely to converse in English than Spanish. If you have a product that Latinos don't find appealing, putting together Spanish-language ads or a Spanish-language Web site won't do much good.
Forget language. What I mean is that companies are honing in on ethnic tastes and cultural nuances and spending a lot of time, effort and money developing, testing and marketing products intended to make Latinos feel right at home in the American marketplace.
As a Mexican-American who already feels at home in the American marketplace and in America, for that matter I'm not sure how to take that. I've decided it's a sign of progress, especially when compared to what's happening in the world of politics.
In Washington, you can still get into an argument with smart but arrogant people about whether institutions should try to adapt to an ever-changing customer base.
One of the latest arguments involved the Congressional Hispanic Caucus and Rep. Rahm Emanuel, D-Ill., chairman of the Democratic Congressional Campaign Committee (DCCC). In a March 17 meeting, members of the caucus asked Emanuel to hire a high-level Hispanic to help the DCCC focus on Hispanic issues and help keep Hispanic voters in the Democratic fold. Emanuel balked at the suggestion and in the process offended caucus members, who described him as dismissive and disrespectful, according to The Hill newspaper. The lawmakers threatened to withhold their party dues until Emanuel and other party leaders gave into a ''laundry list'' of demands. It may have worked. Emanuel appears to be caving, according to The Hill, saying a compromise is near. But Hispanic lawmakers say they'll believe it when they see it, and negotiations continue.
That seems like a lot of trouble to go to just to get the Democratic Party to do something it should be doing anyway, and for its own good.
You don't see that very often in the corporate world. In that arena, there is no argument. Most people seem to agree: Change is just another price of doing business.
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