RALPH PANIAGUA is an example of what Hispanics in the U.S. should strive for. He has held several posts: writer, promoter, editor, and creative genius. He has been at this game for a long time. The experience one receives from one night of being around him is priceless. The man who is currently looking to make dominos to Latino’s what Poker is to Americans is only doing what he does well, creating fresh new mediums for Hispanics.

After writing for the Daily News for several years, he proposed the idea of “Viva” “I went into the dictionary and went through a lot of combinations until I came up with “Viva”. The bilingual magazine was launched in 1992. It is still an integral part of the paper. As always to get an idea heard you must speak the corporate language. “It isn’t about race or color”, Ralph explains, “Corporate America understands one color, green. They don’t want to take chances with their money, but if you tell them you have a thousand clients, then it’s a case of “we can make money”.