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When Alex Lopez Negrete founded the advertising and market-research firm Lopez Negrete Communications in 1985, the task of addressing Houston's Hispanic community was fairly straightforward, since about 90 percent of the population was of Mexican descent. Today, he says, "the market has diversified tremendously," with a large influx of people from Central America, and growing Argentinian, Cuban and Venezuelan communities. These communities have a combined estimated buying power of $13.8 billion.
A new Azteca America Spanish TV station will enter the market this fall to compete with Univision's KXLN and Telemundo's KTMD. KXLN is currently the area's Number One station, according to the May Hispanic sweeps. It has done especially well with the talk show Cristina, which scored a 7.8 rating and a 50 share among adults 18-34 and...