Talk to Me
How did one couple reach out to the Hispanic business community? By speaking the same language.
Martha de la Torre, 50, and her husband, Joe Badame, 48, are on a mission to strengthen the Hispanic community. In 1988, the couple set out to create a Spanish-language Pennysaver, launching El Clasificado with $350,000 from friends and family. Now, the publication is distributed in 21 Southern California neighborhoods, reaching 1 million readers per week. The business has grown to include a classifieds website, publications for younger Hispanic consumers and a division that creates marketing events with corresponding websites for corporate clients looking to target the Hispanic market. El Clasificado devotes editorial space to self-help articles, and the company, which expects to bring in $14 million in 2008, uses half of its Norwalk, California, office as a community center that provides computer classes and business training seminars. With about 3,500 loyal weekly advertisers, 90 percent of which are microenterprises, de la Torre says, "We always keep the price level accessible to the most grass-roots, small business-person in our community."
![]()
All-new 2010 Ford Transit Connect
|
 The Business Savings Center
Get a wealth of ideas on how your business can save on overhead, marketing, taxes and more.
 Startup How-To Guides
Step-by-step guides to launching your business.
 Web Smarts
Tips and tools for leveraging the web to take your business to the next level.
 Insurance Center
Everything you need to know about employee benefits and protecting your business.
|