Penney's offers Spanish circular

J.C. Penney Company, embracing the American Latino market, this month published its first Spanish-language circular for the Miami area. Census figures show 40 percent of the population there is Spanish-speaking.

The company has also circulated 200,000 copies of its Spanish catalog guides elsewhere in the US. In Miami and Los Angeles, J. C. Penney takes phone orders through Spanish-speaking operators.

The new emphasis is partly a result of Penney's appointing Patricia Asip as national coordinator of Latino marketing programs two years ago. Census figures show there are nearly 20 million Latinos in the US - a figure that could double in 30 years.

Penney's also sponsors programs on Spanish-language TV. ''They want their translations to be ethnically understandable as well as factual,'' one ad executive said of the company.

You've read  of  free articles. Subscribe to continue.
QR Code to Penney's offers Spanish circular
Read this article in
https://www.csmonitor.com/1983/1220/122023.html
QR Code to Subscription page
Start your subscription today
https://www.csmonitor.com/subscribe