News

Post-Tribune

Hablas Espanol?
The Growth of Latinos in NW Indiana

      According to the U.S census, Latinos have surpassed the African-American population as the 'majority minority' and businesses are responding.  If you haven't noticed the increase in Spanish signs at local establishments then you haven't been through Lake County. Lake County holds the second highest Latino
population in the entire State of Indiana, Marion County holds first. With cities such as East Chicago and Hammond taking the lead, surrounding cities are quickly jumping on board to accommodate our Spanish speaking neighbors. Griffin Realty in Merrillville advertises in Spanish and has since sold homes to families who speak Spanish as a first language. State Farm agent, Roger Slosser in Highland also advertises in Spanish and has Spanish speaking staff in his office. McDonald’s restaurants provide its menus in English and Spanish.  Bank Calumet offers informational brochures and a website in Spanish. They also staff their banking centers with plenty of Spanish speaking employees. Not a bad idea
if you're looking to gain new customers. The trend continues as local radio stations play music with Latin undertones, speak in Spanglish, and do anything to grab the attention of the Latin listening audience. The interest is peaked at the local grocery stores as they stock their shelves with Hispanic products, no longer carrying only one brand, but several well known brands.  Not only are Latinos buying, but other cultures are buying as well. Labels and instructions are now in Spanish right next to the English instructions. Advertisers are seeing the importance of marketing to the Hispanic population. They probably figure, 'Why do double the work, when we can save time and money by having both languages on the item at the same time.' Latinos typically stay loyal to businesses who take the time to learn their culture and their language. Northwest Indiana is learning that very quickly.
       When Governor Daniels' visited East Chicago a few months ago, he addressed the large Latino crowd in Spanish. Jaws dropped and hope lifted. The Spanish speaking community finally felt included.  Congress has expressed the need for political leaders to be bilingual.  President Bush encourages learning Spanish as more elected officials are Latino. Mayor Pabey has come in at a time when the movement is becoming so great that East Chicago needed to see a Latin leader. Not to be politically correct but culturally correct. Governor Daniels' heavily addresses the needs and concerns of the Latin community. When Governor Daniels’ appointed Senior Advisor of Latino affairs, Juana Watson, it wasn't by mistake. Ms. Watson is known for her expertise in communicating between Latinos and non-Latinos. Ms. Watson has made many trips to Lake County just to listen to the needs of Latinos in our area. She has assured the people that she will take the information back to the Governor. So far, she has done just that. Some things are being planned and many things are being done already. Ms. Watson has visited different organizations and plans to visit more. When Governor Daniels' was asked at a press conference recently in East Chicago, "What Hispanic initiatives are being planned for the county?” he responded with a swift and simple answer, "If you don't know who Juana Watson is, you better get to know her real quick."

Lisette Guillen hosts a bilingual radio show every
Monday from 5pm-9pm on WGVE 88.7fm