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Ten years ago, when journalist Alisa Valdes published her first book, The Dirty Girls Social Club, she couldn’t find any novels that spoke to women like her—well-educated and well-heeled Latinas. Now, more than a dozen books later, Valdes is looking to connect with those women on Rica (Rich), an online lifestyle magazine.

While the importance of the U.S. Hispanic population is no secret to marketers, the power of upscale Hispanics—defined as people in households making between $50,000 and $100,000 a year—is only beginning to receive attention. A recent report from Nielsen called wealthy Hispanics “the most influential segment since the baby boomers,” controlling $4 out of every $10 spent by the demo, while the U.S. Census Bureau reported that the percentage of Latinas earning over $50,000 has grown more than 200 percent over the past 10 years. READ MORE

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