Week 7: Create online content

News organization:
Terra USA (www.terra.com)

Section: Entertainment news – English

Overview: 
Terra USA (www.terra.com) is one of the leading news websites with a primary focus on the U.S. Hispanic audience with content in English and Spanish featuring news, entertainment, sports, online music concerts, video streaming, blogs, user generated content, email and other services.

It reaches the broadest audience in the U.S. Hispanic market, along with Univision.com and Yahoo! en Español, according to comScore. Terra.com, launched in the U.S. in 2000, is part of Terra Latin America, with presence in 18 countries and one of the leading internet company in the Latin American region.

Demographics: Teens and adults 18-54 years old. Users access the website mainly from Mexico and United States.

Traffic: According to Quantcast, terra.com receives approximately 2.1 million unique visitors per month.

Frequency of publication: Hourly

Competition: While the Spanish channels compete with Univision.com and Yahoo! en Español, the Entertainment section in English competes with sites such as People, Yahoo! and NBC News.

Challenges: For their English entertainment section, terra.com relies on wires (AP, Reuters) about Hollywood celebrities, with no original content. The page does not have a engaging layout. Stories are placed one headline after the other divided by date. The challenge is to start creating original content and to give something special to users that People, Yahoo! or NBC News cannot provide.

Proposal: To offer Entertainment news about Hispanic celebrities to target second and third generation U.S. Hispanics. The idea is something like mun2 TV channel, which is targeted to young Hispanics (with programming in English and Spanish with subtitles). We have to keep track with Google Analytics to measure the success of the content in terms of page views.

Style guide: AP style