Three years ago, when Alberto Monserrate was pounding the pavement selling advertising for small Latino publications in Minnesota, many big advertisers were laughing.
?They couldn?t help themselves,? says Monserrate, president and CEO of Latino Communications Network (LCN Media) in Minneapolis. ?They?d say, ?Hispanics in Minnesota? You gotta be kidding.? They didn?t deem it necessary to advertise to what they thought was a tiny market.?
That, however, was before the release of the 2000 census, which showed the explosion in Minnesota?s Hispanic/Latino population.
?I realized what most people didn?t at that time, how fast the Latino community was growing,? says Puerto Rican-born Monserrate, 37. ?I would drive down Lake Street, and I could see that every week more Latinos were moving in and more businesses were opening.?
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