Now that Republicans have established a growing presence among Latino voters, a relatively new conservative media startup – American media — is looking to expand that reach ahead of the next presidential election. Here’s everything you need to know:

What is Americano Media?

Launched in Miami, Florida in March 2022, Americano Media is the nation’s first Spanish-language conservative media network. Although it initially offered a slate of news and commentary-focused radio shows, hosted first on SiriusXM and later via terrestrial broadcast, the company is now poised to aggressively expand into television at home. course of the coming year.

“Democrats have taken Hispanics for granted for too long, and no one has thought to make a home for us in conservative media,” network founder and CEO Ivan Garcia-Hidalgo told NBC News in 2022. There’s an appetite for it. You see it on social media. You see it in elections. Finally, Garcia-Hidalgo recently said PoliticsAmericano hopes to become “a Fox News in Spanish”.

How does the network plan to grow before the next elections?

As part of its “aggressive expansion plan,” Americano has hired more than 80 Latino journalists and producers, created a digital news website and app, and spent millions building new studios for its television arm, which will plans to serve “all major battlefield states”. ” and Puerto Rico before the next presidential election, Politics written, by Garcia-Hidalgo. To boost its notoriety, the network is also making appearances at popular GOP events, such as those hosted by CPAC and Turning Point USA, and plans to launch a $20 million marketing campaign soon.

What do Democrats think about this?

It depends who you ask. For some Democrats, the very existence of the network presents a huge messaging problem for the party. “For those concerned about the issue of misinformation hurting Democrats’ chances with Hispanics, this is a Defcon 1 moment. We should be concerned,” said pollster Fernand Amandi, who previously worked with the former President Barack Obama, to NBC News in 2022. Indeed, Tara McGowan of the Courier Newsroom network added, “[i]It’s a very smart and very alarming move on the part of conservatives to double their investment in Americano Media,” especially given the “information warfare in this country’s Latino and bilingual communities,” he said. she recently stated. Politics.

But others, like former Obama administration official Jose Artistimuño — one of Americano’s Democratic commentators, who debates Republican Jimmy Nievez on a nightly show — think the network’s programming satisfies” a space that needed to be filled,” he said, addressing Politics. “I may not agree with all of the policies that Americano supports, but that’s okay. For democracy to work, both sides need to talk to each other and debate.”

Tell me more about Republican gains with Hispanic voters.

Although the Democrats still have a grip on the Latino community in the United States, their advantage has noticeably diminished in recent years. For example, while Latino voters remained “solidly Democratic” mid-term in 2022, their support for Liberal House candidates fell 5% from 2020, per The Brookings Institute, a public policy organization. (Still, it should be noted that the Republicans were not as managed to court the Hispanics as they had hoped.)

More broadly, an NBC News/Telemundo poll from October 2022 found that the Democrats’ lead among Latino voters had halved over the past decade, from 42 points to just 21.

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