As the Hispanic population (in Texas and across the nation) grows and increases its consumer buying power and presence as a population, it is important to recognize that media agencies must become familiar with this audience.  Although The Davis Group has been known as a "general market" agency for almost three decades, we have been placing Hispanic media along the way, and have several accounts with significant Spanish-language components (in television, radio, print, and online media) and some accounts that target only the Hispanic demographic. Reaching the Hispanic consumer is more than just "buying ads on the Spanish station."  There is a measure of finesse combined with a knowledge of cultural nuances that plays a role. Indeed, as an agency, we are knowledgeable about the world of Hispanic media.