Reaching Latinos: Media vies for a winning formula

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By AP

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Updated: Thu, 03 Apr 2014 04:15:43 EST

MIAMI (AP) — Reaching the nation's 55 million Latinos has become gospel for mainstream media giants. But capturing this fast-growing audience is proving tricky to networks and websites.

Take CNN's latest attempt at a Spanish-language broadcast targeting U.S Latinos. The broadcaster axed its CNN Latino domestic Spanish-language service after one year for failing to meet revenue expectations. The NBC Latino website folded in January after just 16 months, despite producing thousands of original stories. Even the much-heralded Univision and ABC joint venture Fusion is still experiencing growing pains.

One challenge: many in the audience today are second- and third-generation Latinos. They want more stories that include them but don't want to be walled off in a Latino-only box.

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