No more is Pepsico using multicultural marketing techniques to reach African-American and Hispanic consumers. Rather, the company’s brand units are now engaged in “cultural branding.”

The greater the likelihood of a perceived benefit to the community, the greater the chance a Latino will participate in an Arbitron survey. That’s one of the key findings from Roslow Research Group president Peter Roslow, who worked with the radio ratings company to best explore how Arbitron can increase Latino diarykeeper participation in emerging Hispanic markets.

More than ever Latinos across the U.S. can access audio programming via an ever-widening array of delivery vehicles. Yet as Arbitron points out in its recently released 2010 edition of Hispanic Radio Today, “radio’s reach among both English-dominant and Spanish-dominant listeners continues to land between 94 percent and 96 percent — a constant since Hispanic Radio Today’s first study back in the 1990s.”

Adam R Jacobson provides a detailed updated on airline consolidation and the rapid changes facing business and leisure travelers in Iberoamerica in the latest issue of Latin Trade magazine.

The Denver Post’s Joanne Ostrow talked to local and national media executives who shared their thoughts about the booming Latino population. Most expect a thorough national head count – Census 2010 – to quantify their potential for growing audiences … and ad revenues. “Denver has been late to the table,” said Miami-based Hispanic media consultant Adam Jacobson. “But maybe the time is ripe, and maybe the dollars are finally there for it to work.”