Getting to the Root of Univision's Acquisition of The Root
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When people asked me what I thought about Univision acquiring African-American news site The Root, I wanted to hit the mute button on my cynicism and stay focused on the positive. Here was an opportunity to celebrate the implied unity of communities of color — communities that, in spite of their differences, have a lot in common and a lot to gain by working together. I wanted to underscore the importance of this acquisition and address implications for agencies and clients alike.
Why should anyone care? Here are four reasons:
1. Because if it’s of interest to millennials, it’s of interest to you. Millennials are not color-blind. Quite the opposite. They are color-conscious and color-comfortable. In fact, because they are such a multi-ethnic cohort, many are themselves millennials “of color.” They consume massive amounts of content and are tired of how the multicultural story is being told, if it is being told at all.
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