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realclearworld

What’s wrong with this picture?

p.R._Parade_2012

What’s wrong with this picture announcing the June 10th, 2012 Puerto Rican Parade in New York City? When Puerto Ricans gather on Sunday and sing “Que Bonita Bandera,” I can assure you that they will not be singing about the Cuban flag.

To answer the question above, the New York Daily News published on June 7, 2012, an advertisement that featured the Cuban flag behind the image of New York Giants wide receiver Victor Cruz (an athlete with a Puerto Rican mother) to highlight the upcoming Puerto Rican Day Parade. But, wait a second! Sunday's parade is a Puerto-Rican parade, not a Cuban parade!

It turns out that just a few weeks ago, several Latino journalists were let go from the Daily News after its Spanish-language publication Hora Latina was discontinued. Moreover, the newspaper had fired most of its Hispanic staff just a few weeks before this parade.

And now you know why it is important to hire Hispanics when you are advertising to a Hispanic market. While many think this is a gesture of good will, those who care about the bottom line know better.

3 comments to What’s wrong with this picture?