The concept of “the decade of the Hispanic,” became popular around Los Angeles, California, in the 1980s. But in his 1989 commentary piece “Latino ‘Decade’ Moves into ’90s” for the Los Angeles Times, editor Frank del Olmo emphasizes that the concept of a “decade of the Hispanic” was manufactured. He argues that progress for Latinos does not belong to one particular period and began prior to its coinage in 1978, in a U.S. News & World Report article about Latinos working in President Jimmy Carter’s administration. The commentary begins by examining the use of the phrase within print media and culture and notes that it has become a part of a larger conversation. Del Olmo first identifies the concept as a local (Los Angeles area) marketing tool rather than a celebration of the achievements of Latinos in the historical record. Then, in a broader context, he highlights the significant achievements of the Latino community throughout the 1970s and 1980s. For del Olmo, the concept of a “decade of the Hispanic” is not something of consequence because achievement cannot be relegated to a single decade as it is an ever-evolving advent of change and progress. His argument is explored through art, politics, education, and sports.