On the Importance of the Spanish-language
Portada is introducing a Spanish-language channel on its website www.portada-online.com. We do this because we believe that the Spanish-speaking culture is influencing the way we live and think in the United States, at least as much as the United States is influencing the Spanish-speaking world.
As experts will explain at Portada's Panregional Advertising and Media Summit on June 4th in Miami, several factors are leading to integration of the advertising and media business in the Spanish-speaking world. Native Spanish speaking Internet users amount to 12% of worldwide Internet users.
They are growing at an annual rate of more than 8%. Spanish-language content, regardless of what country it is produced in, is consumed in Southern Europe (Spain), Nebraska, the Southern tip of Argentina and even in the large Spanish-speaking communities of the Phillipines.
According to comScore, 10% of Univision.com's traffic comes from Spain and 19% from Mexico. Interestingly, only 30% originates in the U.S. Spain's El Mundo newspaper website has a 6% reach in Mexico, not much less than local newspaper El Universal (9.5%), although El Universal ranks much higher in minutes per visitor.
There is already significant interest in the Spanish language in the U.S. According to the “Encyclopedia del Español en los Estados Unidos”, in 2006 there were 823,000 students learning Spanish in U.S. universities, 4 times more than those learning French, the second language in the rankings. The trend already has had an impact on book sales. Sales of HarryPotter in Spanish in the U.S. were larger than those in Latin America overall.
By 2050, Hispanics will amount to a quarter of the total U.S. population and demographers agree that during this century the U.S. will be the country with the largest amount of Spanish-speakers in the world.
Many U.S. business, advertising and media executives who read Portada in print and online speak Spanish or are interested in learning it.
Our new Spanish-language channel will give them the opportunity to increase their command of Spanish vocabulary and grammar, particularly as it relates to Advertising, Marketing and Media. In addition, the members of our audience who are in Latin America and Spain deserve to be informed in their native language.
In the United States, perhaps the country that most successfully has integrated a variety of cultures into its social and political fabric, to encourage the learning and use of Spanish is particularly important.
To get acquainted with another culture lies right at the heart of America, a country that is tolerant of others and values pluralism. Learning another language will help in the understanding of different cultures within the U.S. and also between the U.S. and the Spanish-speaking world.
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