The buying power of the San Antonio Hispanic segment is the eighth largest among all U.S. markets. San Antonio also has the fifth largest Hispanic population and the highest percentage of Hispanic concentration. Advertisers should take note of language issues that characterize the Hispanic marketplace. Among San Antonio Hispanics, 72% speak Spanish, with 89% speaking English “very well” or “well.” With regards to reading, 73% feel most comfortable reading English, 14% feel most comfortable reading Spanish, and 13% feel most comfortable reading both languages. Through a variety of media channels, Echo Media delivers the San Antonio Hispanic audience. Sources: U.S. Census, 2000: MORI Research, 2002