-- by Chiqui Cartagena, for Advertising Age:

With the arrival of Hispanic Heritage month, people in the media and marketing worlds have already started to talk about what the new Census results could reveal next year. Jackie Hernandez, the chief operating officer of Telemundo, speaks eloquently and passionately about the "New Now" which is her vision (supported by tons of data) of what lies ahead for these great United States.

"These are profound times of change," says Hernandez, "and it's not about tomorrow, it's about today. In the New Now, the rules of engagement are changing and even the definition of who is a minority is changing. For companies to succeed now they need to understand how it's all changing," she adds

I'm a big believer in change. I believe change is good. But I also know change is hard, so the more prepared you are for change, the better. That's what Isaac Mizrahi and Howard T. Konig set out to do in a recently published "yellow" paper from AlmaDDB, "The New State of America: What the 2010 Census will reveal about the evolution of the United States of America."

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