Hispanic Women are Among the Top Constituents of the Democratic Party According to New Study.

Business Editors

NEW YORK--(BUSINESS WIRE)--Oct. 2, 2003

New Results Reveal Hispanic Women are Instrumental

In Upcoming Election

People en Espanol, the nation's best-selling Hispanic magazine, released today political results from its 2002 Hispanic Opinion

The HOT Study polled more than 4,000 Hispanic women and men identified their political views and preferences. The following are key findings:

-- The HOT Study reveals there was a marked difference between

registered Hispanic men and women with 75% of Hispanic women

voting in the last presidential election and 68% of Hispanic

men voting.

-- Significantly more Hispanic women (58%) are registered

Democrats vs. 48% of Hispanic men.

-- Hispanics are overwhelmingly registered Democrats (53% vs. 31%

non-Hispanics).

-- Among U.S. citizens, 81% of Hispanics (vs. 91% of

non-Hispanics) are registered to vote. Among the registered

Hispanics 90% are U.S. Dominant, 82% are Bicultural and 70%

are Hispanic Dominant.

-- Of those registered voters, 72% of Hispanics (vs. 86% of

non-Hispanics) voted in the last presidential election.

-- 14% of Hispanic women and 20% of Hispanic men are registered

Republicans.

-- The Democratic Party appeals less to the Hispanic man than the

Hispanic woman given men's more fatalistic approach to the

changing face of America.

"Hispanic women tend to be more concerned about education, crime and social welfare, which are among the strongest platforms for the Democratic Party," says Felipe Korzenny, Professor at Florida State University and Co-Founder of Cheskin, which conducted the study. "Today, Hispanic women are decision-makers, bread winners and caretakers--all rolled into one."

In addition, according to the U.S. Census, Hispanic women now represent the fastest-growing segment of small business owners -- demonstrating the increasing power and influence of Latinas.

The HOT Study is the most extensive, comprehensive and revealing study of Hispanic Americans nationwide and provides an in-depth look into a plethora of topics including culture and heritage, media habits, marketing preferences, social issues, political views and entertainment choices. This year's study consisted of over 6,000 thirty-minute bilingual phone interviews (4,000 Hispanic, 2,000 non-Hispanic) conducted from June through August of 2002.

About PEOPLE EN ESPANOL

People en Espanol was launched in 1998 and today is the best-selling Hispanic magazine in the United States. Each month, the publication reaches more than four million readers with an exciting editorial mix of Hispanic and mainstream entertainment coverage, fashion and beauty service editorial and compelling human-interest stories. A true pioneer in Hispanic print, People en Espanol is committed to recognizing the value, contributions and impact of Hispanics in the United States.

About Cheskin

Cheskin is a consulting and research firm grounded in marketing and design. At the heart of the company's work is the recognition that innovation and success rest on in-depth understanding of people, their cultures, and the influences that motivate them. With a diverse multilingual staff representing over 20 different countries and cultures, Cheskin is highly regarded for their ability to anticipate change, and in turn define business opportunities, new product development, and marketing strategies for the future.