Heather Fletcher is senior content editor with Target Marketing.

Bartenders see the populace at its best and worst and, as a result, really seem to understand human nature. During my undergraduate years at Ohio State, what they told me before class started seems now to apply to marketing.

By Paul Barbagallo In just four decades, the U.S. Hispanic market has more than quadrupled in size, from 6.9 million potential consumers in 1960 to more than 35.3 million in 2000. Hispanic buying power is increasing faster than that of any other minority group, notes Jeff Humpreys, director of the Selig Center for Economic Growth at the University of Georgia's Terry College of Business. The U.S. Hispanic population currently represents approximately $600 billion in total household spending. Humpreys projects that by 2007, Hispanic buying power will top $926.1 billion. "There's been a huge boom," confirms Lori Collins, director of business development, FocusUSA, a list

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