form ImpreMedia. In 2007 ImpreMedia
announced the purchase of Hoy,New
York’s second large Spanish-language
newspaper. Both El Diario/La Prensa,
headed by Rossana Rosado, and La
Opinión,headed by Monica Lozano, have
Hispanic women as publisher/CEOs.
Despite the long history of these tele-
vision and newspaper media outlets, adver-
tising in Spanish-language media can be
undervalued. An FCC study in the late
1990s showed that advertisers often chose
not to place ads on radio stations serving
Hispanic- and African-American audi-
ences. When they did include those sta-
tions in their ad campaigns, advertisers
paid the broadcasters an average of 63 per-
cent less for the same ads reaching the
same size audience on mainstream sta-
tions. The rationale for such practices rests,
at least in part, on old-fashioned bigotry. In
one case, the study reported that a major
soap company told a Hispanic broadcaster
that an ad was not needed because
Hispanics do not bathe as much as whites.LATINOS IN THE ARTS
SINCE 1975The same penchant for mixing that has
characterized Hispanic culture since
antiquity, when Celts, Iberians, Carth-
aginians, and Romans mixed on theIberian Peninsula, characterizes it in
the United States. Hispanic Americans
regularly cross ethnic lines to marry
Hispanics of different national ancestry—
for example, Mexicans with Puerto
Ricans and Cubans with Nicaraguans.
Hispanic Americans also freely intermar-
ry with Anglo-Americans and African
Americans, letting Hispanic culture min-
gle with that of their spouses. Examples
abound in popular culture. For example,
singer Mariah Carey, born in New York
City in 1970, is the daughter of an Afro-
Venezuelan father and an Irish mother.
Another example is actor and playwright
John Leguizamo, whose background is
Colombian–Puerto Rican.Fine Arts
Since the flowering of the Chicano art
movement in the late 1960s and early
1970s, a diverse range of Latino artists
have had an impact on American art.
One of the best known is Judy Baca, a
Mexican-American from Los Angeles.
Baca is known for her brightly colored
urban murals, the most famous of which
is the Great Wall of Los Angeles, which
stretches for a half mile. To create this
work, Baca recruited other artists and
scholars, as well as local children to
create a work that is both artistic and
communal.234 ATLAS OF HISPANIC-AMERICAN HISTORY
Company Location Business Year 2006 Revenue
Founded (in millions)Brightstar Corporation. Miami, FL Value added services 1997 3.6 billion
Burt Automotive Network Centennial, CO Auto sales and service 1939 $2.06 billion
Molina Healthcare Inc. Long Beach, CA Medical services 1980 $2 billion
Related Group of Florida Miami, FL Real estate development 1979 $1.4 billion
Prestige Builders Partners LLC Miami Lakes, FL Real estate development 1994 $1 billion
MasTec Inc. Coral Gables, FL Telecommunications 1969 $949 million
International Bancshares Corp. Laredo, TX Financial services 1966 $786 million
Ancira Enterprises Inc. San Antonio, TX Auto sales and service 1983 $629 million
The Diez Group Dearborn, MI Steel sales and services 1973 $513 million
Lopez Foods Inc. Oklahoma City, OK Meat products 1979 $465 million
Quirch Foods Co. Miami, FL Food distribution and wholesaling 1967 $453 million
Greenway Ford Inc. Orlando, FL Automotive sales and service 1994 $452 million
General Real Estate Corp. Milami, FL Real estate development 1994 $441 million
Sedano’s Supermarkets and Pharmacies Miami, FL Supermarket and pharmacy chain 1962 $437 million
Lou Sobh Automotive Duluth, GA Automotive sales and service 1990 $420 millionLEADING HISPANIC-OWNED BUSINESSES, 2007