These criticisms in part reflect the fact that the new English-language sites are young and still trying to differentiate themselves, win a larger share of the audience, and pay the bills. As of June, comScore was only monitoring Fox News Latino and HuffPost LatinoVoices, so reliable, comprehensive numbers on traffic are hard to get. Between April and June, LatinoVoices drew 1.8 million unique visitors a month on average, while Fox News Latino attracted just over 2 million.

NBC Latino hopes to gain a competitive advantage, in part by creating a “superior mobile experience,” says editor Peña. Compared to non-Hispanic whites, Latinos are more likely to use the Internet via their phones than at home, says the Pew Hispanic Center.

To compete with Fox News and companies with “all the resources in the world,” NewsTaco editor Victor Landa says his site offers stories ignored by the mainstream media—pieces by food bloggers, activists, political consultants, and other professionals, not just journalists. He also partnered with VOXXI, another English-language site aimed at Latinos, and says he hopes to form relationships with nonprofits and other publications.

In May, AOL Latino became HuffPost Voces, a Spanish-language sister site to HuffPost LatinoVoices. The two operations will increasingly link to each other, regardless of whether the pieces are in Spanish or English. “Let those who can slip between the two languages do so,” says editor Ferrer, who oversees both sites. “Let those who only want to stick to one language have that ability.”

As for Lalo Alcaraz, he has big plans for pocho.com, too. He’d like to produce original videos, collaborate with a “major site and/or TV network,” and farm out his writers as on-air pundits. He’s already started contributing video and written commentaries to NBC Latino.

The audience will broaden beyond Latinos, Alcaraz believes. Case in point: In addition to an Argentinian and half a dozen Chicano and Chicana contributors, his staff includes a Jewish guy and the “whitest white dude I think I ever met,” he says.

As the media have finally evolved, so have the readers. “It just goes to show,” Alcaraz says, “that the English-language Latino thing is becoming a pop-culture thing.”

 

Ruth Samuelson is a freelance writer. Her stories have appeared in Global Post, The Washington Post, Fox News Latino, The Atlantic Cities, and other publications. She was formerly a staff writer at the Washington City Paper.