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Four key takeaways from LatinoWire’s Hispanic media webinar

On October 15th, I listened in on a webinar given by LatinoWire, a division of Berkshire Hathaway company BusinessWire. Titled What’s Being Covered by Hispanic Media & Bloggers? Any Trends?, the webinar featured four influential members of the Hispanic media as they discussed current trends, challenges, and opportunities to reach different segments of today’s U.S. Hispanics. Here are a few key takeaways from the speakers:


  1. All Hispanics are not created equal and don’t read the same types of publications. Verticals, offerings that appeal to specific groups, can help reach new target audiences.

Having held various roles at Univision for almost a decade, Rafael Cores, now a news director at Impremedia knows the challenges of reaching U.S. Hispanics. As a major media company that reaches 23% of all U.S. Hispanics, Impremedia, has a strong male audience with 55% of its readers being men. To acquire more women readers, the company is focusing on verticals, offerings that appeal to specific groups, such as, an edgy, non-traditional resource for bi-lingual Latina women.


  1. While everyone likes to talk about millenials, they’re forgetting about baby boomers, who are engaging online now more than ever.

A proud Latina woman at age 51, Lorraine Cladish founded, an online community that celebrates being 50+.  She aims to change the image that younger people have of the over 50 crowd, but more importantly she wants her peers to realize that life is far from over. She noted that, as the last of the baby boomers reach the half-century mark this year, more and more are going back to school, raising families, and engaging in social media than ever. While many outlets focus on catering to millennials, Lorraine is creating a sense of community and meaningful engagement with a group that still has a strong voice.


  1. Four types of trend drivers really appeal to Hispanic women: Entrepreneurs, Creative Voices, Problem Solvers, and Retro-generationals

Vista Magazine is one of the publications from Impremedia that aims to capture a larger Hispanic female audience. Marissa Rodriguez, an editor for the magazine, notes that Vista regularly features four types of women that drive trends: Entrepreneurs, Creative Voices, Problem Solvers, and Retro-generationals (celebrities that span generations). These are individuals that readers can relate to, women that have large influences and have made strides in the U.S. Hispanic community.


4. There are differences among generations of Hispanics, so content, as well as language should reflect these differences.

Johanna Torres Founded because she wanted to reach a broad audience of Hispanic women while being as authentic as possible. She accomplishes this by having content writers that range from English-dominant to Spanish-dominant. Stories may be assigned in Spanish for the first-generation U.S. Latina who still has roots in her home country while other content may only be assigned in English for second and third generation Latinas. Some stories are simultaneously assigned in both languages if the topic is relevant to all.


Overall, the webinar was very insightful and offered up new approaches to reach Hispanics on a much deeper, more targeted level. Resources like these can be invaluable when determining how and where to pitch PR materials to the media. It also offers a chance to build relationships and network with  the speakers, connections that could prove valuable down the road.

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Pacino Mancillas