No One Can ‘Own All Millennials’ But Univision’s Going to Try

By Mark Joyella Comment

In his first interview since Univision’s purchase at auction of the Gawker Media sites–Gizmodo, Jezebel, Deadspin but not shut-down Gawker itself–company news and digital chief Isaac Lee told The Washington Post “the future is young, digital and diverse.”

While Univision dominates a huge segment of the Spanish-language television viewing audience in the U.S., the company’s focus is on growing its younger audience–even if it’s not on television:

“No one can own all millennials, but we need to own iconic brands that matter to them,” he said. That’s why the company has been snapping up sites such as the Onion (humor) and the Root (African American culture).

“Music, humor, gaming, technology — that’s the currency of this generation,” Lee said. “That demographic is only going to grow, be more diverse and be more powerful.”