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With 60 percent growth in population between 1990 and 2000, Hispanics have become America's fastest growing minority group. After the 2000 Census, Hispanics became the largest minority group representing 12.5 percent of the U.S. population. This growth is expected to continue, with Hispanics projected to represent 25 percent of the U.S. population by 2050. In addition, the Hispanic market is becoming increasingly affluent. Research has found the rate of $100,000-income earners with assets in excess of $500,000, exceeding by eight times the non-Hispanic segment. While Hispanics are a large and growing population, they have historically eluded traditional financial institutions.

"California National Bank is committed to serving its communities through not only its loan, deposit and investment products but through other innovative means as well," said Cal National Bank Senior Vice President Jesse Torres. "The release of this guide places valuable information in the hands of community bankers, nonprofit organizations, marketers and others with an interest in developing products and services for this emerging yet elusive market."

The Guide addresses questions such as who the Hispanic market represents, why the Hispanic market is so important to financial institutions, the challenges associated with Hispanic marketing, solutions to the challenges and the products and services that are appropriate for reaching the Hispanic market. The Guide is available for download at

http://www.CalNationalBank.com/pdfs/hispanicmarketing2005.pdf

Cal National Bank (http://www.CalNationalBank.com), with 64 branch locations throughout Los Angeles, Orange and Ventura counties, is a leading provider of financial solutions to the people of California and the communities we serve.