Ilan Stavans’s“Become a great American, watch Univision’’ shines an important spotlight on America’s rich ethnic media mosaic, which is becoming richer by the day. New immigrants from across the globe are not only driving population and economic growth, but are shaping our media landscape. In some regions, viewership of Spanish-language channels such as Univision and Telemundo has surpassed that of traditional networks.

In Massachusetts, ethnic outlets are now reporting in more than a dozen languages through TV, radio, and print publications in Boston and across our diverse gateway cities.

Combined, they reach a large and powerful audience. New Americans — immigrants and the children of immigrants — account for more than 15 percent of voters in the Commonwealth. Latinos and Asians alone wield more than $35 billion in purchasing power. And our Latino population is estimated to surpass the 1 million mark by 2020.

As Stavans points out, ethnic outlets are breeding new energy and driving political change, which is occurring under the radar of many established power brokers.

Our business and political leaders must quickly embrace this change and start communicating more effectively through ethnic media. If not, they risk missing the next generation of new voters, customers, and decision makers.

Josiane Martinez

West Roxbury

The writer is founder and principal of the public relations and marketing firm Archipelago Strategies Group, and is the former director of the Massachusetts Office for Refugees and Immigrants.