Biz Briefs: Marketing: The Hispanic Oprah

SPANISH-SPEAKING TV VIEWERS KNOW THIS TALK-SHOW HOST AND MAGAZINE PUBLISHER SIMPLY AS CRISTINA

The topic today, people: safe sex. See this cucumber? Watch as we slip this condom over it. The audience gasps, but it's all in a day's work at the Cristina Show. Meet Cristina Saralegui (pronounced Sar-a-leh-gee), the vivacious host. For her millions of Spanish-speaking viewers, she might as well have a trademark sign after her name. Like Martha Stewart and Oprah, Cristina has created a hot brand: herself. And she may be in your home soon.

Gringos who don't know her may recall channel surfing for college football or CSl on Monday nights and seeing the green-eyed platinum blond making dramatic...