Why Mashable Latino Makes Sense
How developing a space that leverages Latino culture to attract both Hispanic and mainstream audiences could benefit Latinos.
How developing a space that leverages Latino culture to attract both Hispanic and mainstream audiences could benefit Latinos.
It all started with a question (and a tweet) at the annual AHAA Hispanic marketing conference in Miami. Adam Ostrow, chief strategy officer at Mashable, had just finished his presentation. It was Q&A time and Lynn Ponder, social media expert and founder of Web City Girls, asked Ostrow if he would consider launching Mashable Latino. Put against the ropes, in front of a large audience of multicultural marketers, the executive couldn’t say anything but yes. When I tweeted about the idea of Mashable Latino, the reactions were so positive that I decided to share some long-form thoughts on why it might be a good idea for Mashable to extend its reach with Latinos in both the U.S. and Latin America.
Leveraging Culture vs. Dividing Consumers
Before my friend Julio Ricardo Varela from Latino Rebels reacts, I want to make clear why I’m supporting this idea. While I absolutely agree that there is some sort of opportunistic craze for creating a Latino version of almost everything, it doesn’t mean it’s not a valid option, especially in the media space.
The idea is not to segregate the Latino audience by creating a replica of Mashable’s mainstream platforms, but rather develop a space that leverages Latino culture to attract both Hispanic and mainstream audiences. It’s about complementing the mainstream experience, similar to the brands that provide a comprehensive approach to Latino entertainment (Xfinity Latino) or Latino news (NBC Latino).
Having said all of this, there are a few solid reasons for creating Mashable Latino:
Mashable Latino: Ideas Worth Exploring
Ostrow added that it could take around three years to become a reality based on the challenge to find the right talent and content. Here are some ideas that can accelerate this process:
These are just some initial thoughts to start the conversation. Share yours via Twitter by using #mashablelatino.