multicultural marketing

CNET Taps Into Explosive Latino Market with Launch of Spanish-Language Site

Posted by Sheila Shayon on September 9, 2013 03:38 PM

The Latino community is the fastest-growing group in the US and is one of the most engaged when it comes to tech and mobile technology. The growing demographic revels in the latest digital trends and social media, making them a top priority for marketers and media. Now, tech news website CNET is planning to launch a Spanish-language edition of its site later this month, a project that was first announced earlier this year at the CBS Interactive Newfronts

In partnership with Latin World Entertainment, the talent and marketing agency co-owned by entrepreneur Luis Balaguer and actress Sofia Vergara, the goal is to create marketing and sponsorship sales, provide talent and create content. Videos from CNET en Español will be available on AOL, Roku, Xbox, Blinkx, Samsung Smart TV and Panasonic Viera TVs.

Mobile brands already see the value behind the new venture. T-Mobile has signed on to be the site's launch sponsor through the first year, as the brand is already a major marketer to Hispanics. By sponsoring CNET en Español, it "makes it a more robust platform for us to be a part of," Peter DeLuca, SVP of brand and advertising at T-Mobile, told Adweek. CNET has already started to build excitement around the launch by hosting a sweepstakes where users can win a $5,000 cash prize. 

The site will cater to the ballooning group of Latino Millennials and youth in the US that are hungry for consumer electronics, the latest mobile devices and social media—a group that is estimated to hold over $1.5 trillion in buying power by 2015. An editorial team of 12 journalists will cater to the needs of users that "have asked for a site in Spanish," according to Lindsey Turrentine, Editor-in-Chief of CNET Reviews. 

"It should be one of the priorities on your agenda as a marketer because it is such a powerful group, and it can certainly drive a lot of sales potential for brands,” Marla Skiko, evp and director, digital innovation at SMG Multicultural told Adweek. In some cases, Spanish-language networks, such as Univision, have surpassed ratings of English-language media outlets. In this case, CNET is actually a bit late to the party, as competing sites such as Gawker Media's Gizmodo and AOL's Engadget already have Spanish-language outlets. 


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