Latin American families originate from Mexico and many countries in Central and South America and the Caribbean. As a part of the 21st century learning initiatives, a department at WSD focuses on the needs of half the district's population: the Office of Language Acquisition, a creation of a new department and leadership team. However, he may also feel angry, betrayed, and hopeless. He also plans to share tips on how businesses can become more Latino-consumer friendly as well as share statistical information on the Latino population and its growth at the national, state and local levels. "I've found in my experience of working one and a half years in Latino media that I spend a lot of time educating business owners on what is available to them," Gifford said. "A lot of times from Aptos north, business owners don't consider soliciting the Hispanic media. "Unless you start to consider the Hispanic media, you may miss the boat in the future."

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