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ferent national origins. He and Martinez gauged the groups’ opinions on
story ideas and video content. Not
surprisingly, topics such as women,
cars, games, and all sports—except
golf—went over well, as did classic
movies and old-school music. The
groups also voted on the site’s proposed logo, a cartoon of a Mexican
wrestler, and whether he should be
wearing a mask. “Those are the little
decisions I wasn’t equipped to
make,” says Small.
Then they got around to the
site’s name. TuVez means your
turn. Says Martinez: “It’s like saying,
‘It’s your turn, Hispanics.’” The
groups also responded to
the similarly pronounced
but differently spelled tu
ves, which means you see
or check this out.
got to work rounding up
advertisers. He talked
with auto companies,
movie studios, and video-
game makers, and landed Toyota,
Nissan, and Universal Studios as
the site’s first advertising partners.
He also formed relationships with
several Hispanic-oriented ad agen-
cies. “There was enthusiasm across
the board,” says Budkofsky. “We’re
talking about a market that was
Choosing a language for the site
was tougher. The sales team said its
clients preferred Spanish, while the
editorial team, especially Martinez,
insisted upon English. Latino teens,
he argued, constitute a distinct gener-
ation, one that has been brought up
speaking English. His argument pre-
vailed. “We’re Hispanic, but we’re also
American,” Martinez says.
On October 13, 2010, just six
weeks after Martinez joined the
company, TuVez.com went live. Like
many of Break Media’s sites, TuVez
covers sports, gadgets, entertain-
ment—and, of course, girls—but
with a decidedly young, irreverent,
Latino voice. The sport of choice is
soccer, George Lopez is a running
punch line, and the name Sofia
Vergara is always trending. Its stories
have headlines such as Top Five
Latinos in Sci-Fi and Soccer Brawl
Breaks Out in Costa Rican League.
Within two months of its launch, the
site had received 1. 7 million unique
visits and 6. 5 million page views.
Most of that traffic has come from
the 75 million people who visit Break
Media’s other sites every month. But
some serious word of mouth seems
to be happening as well: Break’s total
Hispanic audience has grown 58 per-
cent since TuVez launched.
“There was enthusiasm
across the board.
We’re talking about
a market that was
So far, Small says, TuVez has yet
to fall into any of the major traps he
initially feared, though his writers
are quick to skewer those from other
sites who do get things wrong. When
the hosts of BBC’s Top Gear recently
poked fun at a new Mexican sports
car, TuVez called the hosts “straight
up racist.” And in September, when
ESPN and the NFL celebrated His-
panic Heritage Month with a tradi-
tional Mexican song and dance at
halftime, TuVez called it ignorant.
“[Mexico’s] just one of 20 countries
that constitute Latin America,” a
blogger wrote. “I don’t need a large
media company and a professional
sports organization telling me how
and when to celebrate my heritage.”
That lesson, Small says, has been
crucial to maintaining TuVez’s cred-
ibility. “There’s a big BS detector in
this community,” he says. “If you
shove the Latino thing down peo-
ple’s throats, you’re going to fail.”
©2011 United HealthCare Services, Inc.