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Fusion CEO: Young Hispanics Don’t ‘Want Us to Have a Separate Dialogue With Them’

isaac leeUSA Today looks at the challenge U.S. news companies face while trying to reach the fast-growing Hispanic market. On the heels of the closure of CNN Latino and NBCLatino.com, Isaac Lee talks about how to best reach Fusion’s target audience:

Fusion CEO Isaac Lee said the team spoke with thousands of young Hispanics and learned that they weren’t interested in programming that would appeal only to them.

“Young Hispanics do not want us to have a separate dialogue with them just because they are Hispanic. They want a broader conversation that acknowledges they are in the room and that speaks to their values,” Lee said. “Something we have talked a lot about is winking at Hispanics, focusing on the cultural nuances that a Hispanic consumer will certainly recognize, but a non-Hispanic might not see at all.”

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