Patricia Jasin of Frecuencia Latina Internacional: Knowing the audience

I believe the first step is to know the audience in front of you. The U.S. Hispanic market has its own personality, which differs from the personalities of the individual communities that make it up.Hispanics in the U.S. think, feel, speak, and behave differently than they would in their country of origin. They have lived different experiences, have different needs, and live together not just with other cultures, but also with younger generations born and raised in the U.S.This makes the U.S. Hispanic audience special and unique. It’s not the sum of its cultures but their integration, which results in a new and different culture.