At the Direct Marketing Associations New York conference, held at the Javits Convention Center on June 22, Cohorts CEO and President Scott Schroeder mentioned that direct mail is veering away from Spanish-only to bilingual. Schroeder also asserted that more acculturated Hispanics will sometimes tend to look down upon Spanish-only mail pieces.

Schroeder also cited the example of how Chase Bank had recently used Cohorts' specialized household-specific segmenting strategy to target potential customers in their direct mail efforts.

When asked about whether it is advisable to target Hispanics through direct mail using particular dialects, Mr. Schroeder responded by saying that, in general, it is better to stick to traditional Spanish, as trying to gauge a household's dialect is a low probability venture.

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