In Merced, business owners reach out to fast-growing Latino market

When Javier Fuentes, who works at a local radio station, sold an advertising campaign to Napa Auto Parts, the auto-parts dealer wanted all its ads in Spanish.

And that's just one example, said Fuentes, of how businesses are catching on to the large, untapped Latino market.

"In the past, they didn't even have a budget for Spanish radio," said Fuentes of many of his advertisers. Now some have shifted the majority of their advertising budgets to Spanish.

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