The story features quotes from Alons, who continues to demonstrate how truly ignorant his perspective is about what Hispanic marketing is and isn't and what it does and doesn't do. This is not the first time Alons has made these comments in relation to bilingual marketing. KCCI ran what would have otherwise been a positive story on Hispanic marketing this past month, until they decided to make it an "issue" by adding Alons' sound byte into the mix. So, here's where I get to sort out the reality from Alons' insecurity-based perceptions.

Today's piece in The Register reads, "...Alons, a leader in passing Iowa's English-only law, said companies that advertise in Spanish are discouraging Hispanic residents from learning English - which isolates them further." The article goes on to quote Alons, "I would prefer to do everything possible for better assimilation of all minority groups."

Here's the deal. Latinos are NOT assimilating, they are acculturating. Assimilation is the process of replacing one's culture (in this case Latino culture) with another culture (in this case the American culture). Acculturation is the process of acquiring another culture. This means Latinos are unlikely to abandon their culture. Language is a big part of culture. So in producing bilingual materials, marketers are ensuring access to information, regardless of where on the language curve an individual may be (monolingual to bilingual).

The article continues with Alons stating "In the best interest of how America has been founded, it would be better to help these people assimilate so they can do their business in English and deal with the vast majority of Americans who are here." It's natural to worry about language preservation. Yes it's true, Latinos speak Spanish. Relax. Latinos also know that English is the key to getting ahead in the U.S. Just take a look at English as a Second Language (ESL) class enrollment across the U.S. - there's a waiting list everywhere. Do you honestly think marketing materials in Spanish are the equivalent of a nanny state for Latinos in America?

Alons goes on in today's article to state, "Businesses just see this type of marketing as a way for more revenue. I wish they would think it through a little more." Let me see...that's right, that's why we call it marketing. Because it's business. And marketing to Latinos makes sense because it opens up a market comprised of more buyers of products and services in our community. The products and services that our firm helps to market to the Latino community here in Iowa and nationally enrich people's lives, offer opportunities to get connected, educate or offer choice. In doing so, the Latino community gains access and benefits and our clients profit, which in turn bolsters the local and national economy.

I discussed the article over the phone this morning and received an insighful comment from a colleague who wondered if places like California and Chicago went through this sort of growing pain when their business communities started to market to their respective Latino populations. I bet this was also true for them. I hope I'll get to see the day where Hispanic marketing in Iowa is a common and an uncontested everyday occurence as it is in places like Chicago, California and Texas.

I'd welcome your thoughts on this blog entry and some dialog on this story.