Nothing lost in translation: White paper examines the growing influence of the Hispanic consumer

“Los numeros no mienten,” or “Numbers don’t lie,” is the opening statement of Porter Novelli’s “Census: It’s All in the Numbers,” a white paper based on U.S. Census Bureau data tracking the growth of the U.S. Hispanic population in recent years. And the numbers are indeed compelling, as spelled out by the report and also in the colorful and informative infographic included along with it: The Hispanic market is now $5 trillion and growing, but Latinos aren’t included in the marketing efforts of close to 50 percent of all U.S. brands.

Each page of the white paper treats a different topic, using a headline in Spanish with an English translation below: “La cuidad donde vivimos”/“Where we live,” and “Vivienda la vida digital”/“Living the digital life,” to cite just two examples. Full-page photo graphics face each page of text, and the information is presented in concise, readable language that doesn’t overwhelm the reader with numbers or dense prose. Different Porter Novelli officers present each category, and the report itself is an attractive, 16-page document that makes the case for increased attention to this expanding market. The accompanying infographic includes much of the same data in a simple format that’s eye-catching and easy to absorb.

Sonia Sroka, senior vice president, director of Hispanic marketing, along with associates Daniel Pineyro and Jennifer Vasquez, have put together a detail-rich, visually appealing white paper that’s a clear winner. We congratulate them for taking the top spot of Best PR White Paper in the 2012 PR Daily Awards.