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How did one couple reach out to the Hispanic business community? By speaking the same language.

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This story appears in the May 2008 issue of Entrepreneur. Subscribe »

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.

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