Chesco magazine caters to Spanish speakers

People who drink soda are at a higher risk for cavities, and dentist Adriana Mora wants them to know it.

But useful information like that often does not reach Spanish-speakers in Chester County, some say. That's the drive behind the newly launched Hola Chester County magazine, which includes tidbits from Mora and other local professionals.

Just days after the first issue hit stands at grocery stores, offices. and other public places June 30, Mora's dental practice in Malvern had received a handful of calls from potential patients seeking information in response to an article she wrote.

Some locals see the new magazine - and its founder, Miguel Alban - as a "bridge between both communities," said Mora, who owns Mora Family Dentistry with her husband, Juan Carlos.

Alban is the founder of a Kennett Square marketing and consulting firm, the Hispanic Approach, which works with businesses to better reach Hispanic consumers through targeted ads and advertising in Spanish.

He thought the county needed another way for suppliers to meet Hispanic buyers, so he created Hola Chester County.

"Everybody's trying to hustle for new customers and new clients, and sometimes they ignore the huge potential of the Hispanic community," Alban said.

Hispanic people make up just less than 7 percent of Chester County's population, according to the latest census estimates. The county's Hispanic population doubled between 2000 and 2010.

Hola, which is free and in Spanish, includes articles written by business owners giving advice about topics such as legal issues, real estate, health, insurance, and immigration. It is to be published monthly.

"It's something that has been noticeably lacking," County Commissioner Terence Farrell said.

Business owners sometimes do not know how to reach the Hispanic community, Alban said. The county website is only available in Spanish through a Google Translate button. Certain county documents can be found in Spanish, Farrell said.

He said Chester County will work with Hola to print articles about county services, including health and human services, family services, and community development, Farrell said.

The county wants to pay attention to Hispanics, who make up the largest minority in Chester County, Farrell said.

"This is something that really will take some special tools, and we're pretty pleased Hola is on the scene right now," he said.

The county is also exploring possibilities related to translating materials, he said. Alban said he would like to put all county brochures, forms, and Web pages into Spanish.

Alban said he hopes to start Hola magazines in other places, first in the Tampa Bay area (where the Hispanic Approach has an office), then Philadelphia and Bucks County.

"It is time for the Hispanic community to have something very nice and to be told that, 'Hey, American businesses . . . do care,' " Alban said. " 'They do want to do business with you. They do realize how much buying power you have.' "

jmcdaniel@philly.com

610-313-8205

@McDanielJustine