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Hispanic market is growing, but complex

SHARE Hispanic market is growing, but complex

When the Ogden area Hispanic Chamber of Commerce was launched earlier this month, its leaders cited the growth of the Hispanic population and rise of Latino businesses in the area. In fact, they said, there are almost 150 Hispanic-owned businesses in the ZIP code that includes downtown Ogden.

Similar growth is visible nationwide. For years, marketers have urged U.S. companies to gear up to serve the sleeping giant that is the Hispanic market, with more than $600 billion in buying power.

Big and medium-size companies heeded that advice, setting up Spanish-language Web sites and running ads featuring Latin celebrities, according to a Cox News Service article in today's Money section. But the Hispanic buying boom hasn't materialized quite as expected.