Goya Foods and Bustelo coffee, both companies traditionally associated with Puerto Rican products, are branching out. Bustelo to salsas, Goya to guacamole and other Mexican products. Meanwhile, some major corporations like JC Penney have begun to make inroads into the so-called ethnic market. After several years of studying the tastes of its minority consumers, that giant retailer will start to offer lines of clothing and cosmetics designed to appeal to African American and Hispanic women. It's estimated that this country's 25 million Latinos have a combined annual purchasing power of over $185 billion. That fact isn't lost on the media industry. In many major Latino markets, the daily newspapers have begun to include weekly inserts aimed at their Latino readers, such as the case in Los Angeles, Miami, New York, and now Chicago, where the publication called La Raza is now distributed by the Chicago Sun-Times. Alfredo Valderas is the communications director for La Raza.