The recent interest to market and sell to the Hispanic consumer has trigger a strong marketing approach, dedicated to target this ethnic population in practically every area of the country. The Central New York area is not an exception. This can be noticed locally by several factors, including that the Hispanic population is increasing considerably in amount and with that, its earning potential. More Spanish restaurants and retailers have been opened in 2004, and dedicated products are starting to be present in the local stores, where many consumer goods can be seen as targeted to the Latinos only.

In the media, not only other Hispanic oriented (national) publications have recently arrived to this area, but also existent Radio shows have increased their air programming, including local cable companies have started to implement "Spanish speaking" networks in the Central New York metropolitan areas. As a consequence, companies of practically any industry and businesses of any commercial trend have a recent appeal to tap into this new source of capital expenditure. A main avenue for them, is of course, to use "Hispanic oriented" media, and in the Central New York area, you have only three (3) locally produced resources: a Television show called "Entre Vecinos" (ran by the NBC station in Syracuse, WSTM Chanel 3); a Radio show called "Nosotros", and our bilingual newspaper called "CNY Latino". The other resource is the nationally produced Spanish networks in cable, brought locally by Time Warner Cable.