Marketer targets English-speaking Hispanics.

Publication: South Florida Sun-Sentinel (via Knight-Ridder/Tribune News Service)

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COPYRIGHT 2005 South Florida Sun-Sentinal

Byline: Doreen Hemlock

FORT LAUDERDALE, Fla. _ Marketing guru Fernando Espuelas made his name pioneering the Internet in Spanish and Portuguese.

He was the first to take a Latin American Internet company public on Wall Street, Star Media Networks Inc., and personally lost $500 million when the dot-com bubble burst _ even as the Internet still blossoms in Latin America.

Now, the Uruguay-born executive Time magazine called one of the "Leaders of the Millennium" is targeting another linguistic market often overlooked: U.S. Hispanics comfortable in English.

Espuelas is launching Voy, a New York-based company developing a brand of Hispanic-relevant books, TV, music and movies in English, the language of millions of Latinos raised in the United States and tens of millions more Americans who enjoy Latin culture.

It may seem odd just when marketers are starting to seriously target the country's largest minority in Spanish that Espuelas would reach out to Hispanics in English instead.

But the 38-year-old maverick...

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