– Diane Alverio, Founder, Latino News Network Originally presented at the event, "Women Media Entrepreneurs - Making New Ideas Happen," on Sept. 12 at the National Press Club, Washington, D.C.

1. The Online
News Source
That Clicks With
Southern New
England Latinos

2. English language
online news sites
and service
serving Latinos
and non-Latinos

3. Why English?
 Over 1. 3 Latinos
call CT, Mass &
Rhode island
home.
 Speak English
• CT – 70%
• Mass – 75%
• RI – 70%
 Underserved by
existing media
Spanish
Language
Media
 Effectively serves
newly arrived.
 We do not replace
Spanish language
media.
 We are an additional
vehicle by which to
reach a segment of
the region’s Latinos.

4. Who Are Our Readers?
Latinos – Who strongly identify with Latino
Heritage.
 Opinion Leaders, Legislative Leaders, Elected
Officials
 Business
Owners, Homeowners, Professionals, Latinos
employed in trades, service industry, public sector
and civil servants and college students.
Non-Latino – Who want to better understand
issues and concerns of Latinos.
 Legislative
 Government
 Business owners and employers in public and
private sector

5. What news do we offer?
 Stories our readers can’t find in other local
media
o Latino Business Districts
o Congressional Hiring Records
o Greenwich school has over 50%
Latino students
o Univision Snubbed by Obama on Syria
o Scholarships for Latinos
o Latina Birth Rates Down
o Immigration/Jobs
Your State. Your Stories.

6. Why did we create this as a business model
instead of a non–profit?
 Latinos essential to the economic base of
the region.
 Only growing population/consumer base.
 Our readers are attractive segment of
Latino population to advertisers.


7. Business Case
Advertising
 U.S. Census figures indicate a changing
southern New England Region.
 National Hispanic Annual Buying Power $1.2
Trillion.
Connecticut: $10,551,221
Massachusetts: $13,533,401
Rhode Island: $2,426,300
 Media vehicle needed to reach this
increasingly English speaking segment of
Latinos.

8. Business Case
Editorial
 Mainstream media slow to include Latinos in
coverage.
 Most coverage negative.
 Don’t have news staff with knowledge of
these communities.
 Increase visibility of Latinos.
 Change Public Opinion.
Content Key To Success

9. Marketing Partnerships
 Advertising Agency
 Media Partners
 Community Partners & Campaigns

10. Media Partnerships
 We provide news articles to 12 local
newspapers and four national online sites.
 No cost at this point.
 Value: Branding, name
recognition, traffic.
 Journalistic Credibility.
 Extends our editorial reach to 1.790+
million readers/viewers/listeners.
Op-Ed: Latinos Could Extend
State’s Economic Reach
Sunday, September 8, 2013

11. Community Partnerships
Extends Our Reach Among
Latinos.
Strategically and
geographically selected.
Value to us:
 Links on their website
 Promote, share our stories

12. Partnership – Community
Campaigns
 ‘Borinqueneers’
 American Heart Association
 Puerto Rican Parade

13. Advertising
 Affinity Sponsors/Advertisers
 Government Agencies
 Educational Institutions
 Foundations
Trends, Public Information Campaigns

14. Regional
Advertising
 Provides
Opportunity
for Revenue
Growth.
 Increases Added
Value to
Advertiser.
 Growth Opportunity
– Subscription News
Service.
Three states are in
close proximity to
each other
Springfield, Mass is
25 minutes from
Hartford, CT –
Providence, R.I, is 1
hour from Hartford

15. Profitability
 CTLatinoNews.com
• Financially self-
sustaining within
four months of 2012
launch.
• Able to support all
three sites.
 MassLatinoNews.com
RILatinoNews.com
• Online - 6 weeks.
• Current Focus is on
growing readership.
• Provides additional
product for regional
advertisers.

16. Challenges
Advertising
 Business
community still
lagging in
understanding this
market – view it as
one homogeneous
group.
 We receive some
ads in Spanish
Editorial
 Need more boots
on the ground.
 More Latino
writers, Contributors
.
 Grow Traffic to site.

17. 2025
What will we
look like?
 Region’s Latino Population is Young.
 Population Growth Projection
Is Highest Among all Ethnic Groups.
 Latinos Increasingly
Diverse –changing stereotypes.
 Unlike other previous ethnic
groups, will continue to
identify strongly with heritage.