Laura Wides-Munoz

Reaching the nation's 55 million Latinos has become gospel for mainstream media giants, but capturing this fast-growing, mostly US-born audience is proving tricky to networks and websites.

For every success story there is a flop. One challenge: Many in the audience today are second- and third-generation Latinos, and often they eschew a Latino-only box, even as they crave more stories that include them.