As the post-recession sales expansion opportunities for the general market begin to slow down advertisers are looking to Hispanics as a critical growth audience across a multitude of product categories. And the reasons are obvious. Without Hispanic purchasing power fueling key categories, whole industries would be devastated by the loss of billions in revenue. While there is broad agreement that Hispanics are critical to the bottom line, there is less agreement on what goes into a media plan to build reach effectively among today’s diverse Hispanic community.