The translation services market in United States
The United States is home to Hispanics from every country in Latin America. Over time, they have infused their adopted home with their tastes, customs, idiosyncrasies and their language. The number of Spanish speakers in the United States has generated important changes in local media, even influencing advertising campaigns launched by large companies. There are also several leading magazines that publish a Spanish-language edition. Examples include National Geographic; People; Maxim Magazine; Men’s Health; Cosmopolitan; Americas; Hispanic Business; Colors; Automundo Magazine; ESPN Deportes. Publishers have created media outlets to capture the increasingly larger and attractive segment of Spanish-speaking consumers in the US sought out by large advertisers.
The field of Hispanic advertising has also evolved, represented by the Association of Hispanic Advertising Agencies http://ahaa.org/ (AHAA).
But Hispanic advertising is not limited just to commercial products and services. It also involves public service announcements and campaigns, on issues related to health, driver safety, voter registration and promotion of the right to vote, among others.
That said, too often, ads written in Spanish, whether commercial ads or public service announcements, contain errors, including spelling and syntax, ambiguous text, or unusual and improper expressions.
There is a growing Hispanic population that wants to live in the United States in search of a better life than in their country of origin, a better education for their children and better employment, without losing sight of their roots and the customs of their native countries. Hispanic youth is firmly aware of their roots. They read books in Spanish, listen to music in Spanish, they consume Hispanic products, and they study the history, which leads to them living in the United States while keeping their ties with Latin culture alive.
There are two large national television networks: Univision and Telemundo. They cover most of the country, available through different cable and satellite television providers with very complete programming, including newscasts, soap operas, sitcoms and event coverage, among other programs.
Moreover, there are several Hispanic radio and television companies that promote the Spanish language in the United States through its music or content and advertising.
According to data from the United States Department of Labor, the best-paid industries for translators and interpreters, are “Architecture, engineering and related services” with an average salary of USD 55.48 per hour.
The second best-paid industry for language services is the “government” with an average hourly wage of USD 36.02 for translators, but the percentage of employment in relation to the total of translators and interpreters is only 0.02%. This category includes the federal, state and local government. It does not include local or state schools and hospitals, or the United States postal service.
The “administrative office services” are the third best-paid industry in the United States for translators and interpreters, with an average hourly wage of USD 29.06.
A breakdown by state reveals 7,700 jobs in California, the largest number of jobs with an average hourly wage of USD 22.44; the state of Texas follows with 4,040 jobs with an average hourly wage of USD 24.51. There are fewer job opportunities in the state of New York, where there are 4,910 fewer job than in California.
In monetary terms, Washington, DC is the one of the better paid markets for the profession with an hourly wage of USD 40.04, however, there are only 240 translation professionals employed.
The metropolitan area of Los Angeles – Long Beach – Glendale currently employs 1,640 translation professionals with an average hourly wage of USD 23.78. There are marketing and advertising agencies, information technology think tanks, as well as, to the editorial and journalism segment, which is very strong. All these activities require ongoing translation services so they can sell their products and services in diverse markets around the world.
There is a high turnover in this sector. As a result, it is necessary to continually search out new projects and new customers. The industry fairs are a suitable meeting point to contact potential customers in a more direct and timely manner.
In this given market situation, MasterCardBiz, in addition to researching the market for translation services in the United States, has compiled a list of some of the most important industry events in Los Angeles for translation companies interested in developing their business in North America. These include:
- NAFSA: Education and training sector. nafsa.org/Attend_Events/Annual_Conference/
- AD: TECH: Sector of telecommunications, digital technology, marketing and advertising, information and communication technologies. https://ny.ad-tech.com/
- AFCOM Data Center World Global Conference: Information systems and information technologies sector. http://global.datacenterworld.com/
- OFC: Optical Networking and Communication Conference & Exhibition http://www.ofcconference.org/en-us/home/
- CINE GEAR EXPO: Audiovisual, film and photography. http://www.cinegearexpo.com/
- E3 Expo: Sector of electronics, computers, imaging, information technologies and computer game technology. https://www.e3expo.com/
- VRLA EXPO: Electronics, technology, digital technology, and new technologies sector. http://www.virtualrealityla.com/