Hispanic Websites Spotlighted by Washington Post Business Section

This past Saturday, Washington Post business writer Alan Sipress wrote an interesting piece which reported that "Hispanics' Web Identity Grows As Ads Target Diverse Audience." Sipress did a nice job of reaching out to experts from around the nation to build a balanced piece, which identifies some of the biggest challenges marketers have when trying to reach Latino consumers online.

The Post story reports that, "Today, a contest over Hispanic identity is being waged on the terrain of the Internet. The proliferation of Web sites such as Batanga, which appeal to Latinos regardless of where they come from, is pulling in one direction, encouraging the emergence of a wider Hispanic identity that transcends the borders that long fragmented the group. But a countervailing trend, which taps into the endless specialization available on the Web, is pushing the opposite way, toward a narrower identity rooted in homeland and even in hometown."

Sipress goes on to quote my old friend and former EFE America correspondent Rebeca Logan:

"The Internet allows you to develop a greater identity, but you can still find out the weather in your parents' hometown," said Rebeca Logan, a former news producer at AOL Latino.

He writes that, "Motivated by commercial considerations, Web sites such as AOL Latino, Univision.com, Yahoo-Telemundo and Batanga are trying to capture as large an Hispanic audience as possible in a bid for advertisers."

Click [here] for the article.