"Baseline Study on Diversity Segments: The U.S. Hispanic Latino Market," a new Institute paper by Rosanna Fiske, associate professor at Florida International University, provides a data-rich look at what research says about these audiences.

The U.S. Hispanic/Latino market is now the largest minority segment in the country. Specifically, there are nearly 45 million Hispanics/Latinos, making the U.S. the second largest Latino nation in the world next to Mexico. In fact, this segment is larger than the entire population of Canada. By mid-century, the U.S. Census Bureau says that this segment may constitute almost one-fourth of the nation's population.

Fiske's paper evaluates and distinguishes cultural characteristics essential for communicating with U.S. Hispanic/Latino audiences. It looks at statistics and analysis from marketing, advertising and other fields. The paper concludes with specific recommendations for communications and public relations practitioners with regard to this increasingly important market.