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P#29-Press New Eps.Qxp FOR ADVERTISING, PR AND Year 6 | Number 29 PUBLISHING PROFESSIONALS R PortadaT RACKING THE E XPANSION OF H ISPANIC M EDIA ADVERTISEMENT coming soon... mpresionante! A new network of websites from NUEVA YORK 1 FOR ADVERTISING, PR AND Year 6 | Number 29 PUBLISHING PROFESSIONALS R PortadaT RACKING THE E XPANSION OF H ISPANIC M EDIA February / Sandbox Wars: Parenting March 2008 Market Heats Up Word is out on the playground: publisher Enedina Vega-Amaez. Hispanic parenting media is big business Todobebé, a 24-page magazine—16 and is growing bigger by the day. New editorial and 8 advertising—is going to York-based Palladium Equity Partners be distributed as an insert in PORTADA-ONLINE just wagered $15 million dollars on it Impremedia newspapers together with Check out daily updates at when it approved financing for La Vibra, Impremedia’s Friday enter- Todobebé’s expansion, which includes the tainment supplement. Impremedia www.portada-online.com launch of its print publication in April. publishes Spanish-language newspapers Meanwhile, publishing giant in New York, Chicago, Los Angeles, Meredith shuttered its general market San Francisco, Orlando and Tampa. parenting title, Child, to focus its Nelson pointed out that in those mar- resources on its Spanish-language title kets where Impremedia does not Ser Padres, now the largest consumer magazine in the country, according to (continued on page 13) 7 NEWS AND TRENDS 2008 Election: A Fruitless Tree So Far... From Traffic to Leads 8 FOCUS ON You Make Me Click: Driving • Hispanic Media Market Opportunities with Venture Capitalist Greg Sands Traffic to Hispanic Websites • Buying Hispanic Digital Media As the old saying goes, “You can Behavioral Targeting and with Bravo's Luis Cabrera lead a horse to water, but you can’t Geotargeting—and assess the strengths make him drink.” But that’s OK for and weaknesses of each, while shining a • Growth of the Hispanic FSI ad-networks driving website traffic. light on some other non-traditional Market with NSA's Craig Desens After all, it’s all about direct response options. and generating leads. Once the consu- mer is at the advertiser’s page, it’s up Behavioral Targeting 9 RECENT NATIONAL to the advertiser to close the deal with “Behavioral targeting is a very big ADVERTISING CAMPAIGNS a good product and a good offer—at field,” says Danny Allen, founder and least under a cost-per-click model. But partner of online ad network Admixture. there’s the rub: How do you drive traf- “People hear about behavioral targeting 18 REACHING THE MASSES fic in the first place? Well, there are a (BT) and think of it as a magic bullet ONLINE number of ways, and this article will for online advertising, with the empha- • Media Behemoths Battle Online focus primarily on two of them that Pure-plays for Hispanic Eyeballs have been all a-buzz recently— (continued on page 17) 3 Try Portada FREE and Become a Hispanic Market Insider! 1 ] What is your line of work? (Please check the following boxes > Yes, I want to get the print issue of Portada 5 if appropriate) times a year Publisher (Newspaper, Magazine, Website) Advertising Agency > I would like to subscribe to the following Corporation Direct Marketer targeted Portada E-letters Editor Researcher Content Provider HTML Text Public Relations Professional Service Provider Content for Spanish-speaking Audiences Other (monthly) 2 ] What are the annual sales of your company? $0-0.5 million Digital Media (weekly) 0.5-1 million 1-5 million 5-10 million Market Intelligence (Bi-weekly) 10+ million 3 ] How many Trade Shows do you attend per year? Panregional (U.S. AND LATINAMERICA) None (monthly) 1-3 3-5 5-10 Print Media (weekly) 10+ 4 ] Which of the following Products/Services do you take part in making Public Relations targeting Hispanics (monthly) the decision to buy? Advertising/Media buying/planning (U.S. Hispanic) > I want to get a 30-day online trial subscription Advertising/Media buying/planning (Latin America) to www.portada-online.com (Portada will Content/Newswire Other Editorial Content PR Services notify per e-mail when your subscription Research starts. Please allow two weeks after we receive Trade show attendance No, I dont take part in decision making to buy products/services this order form to get your password) Please send me information about advertising opportunities in Portada Please fill out the following information and answer the questions on 5 ] Advertising in Portada the right to qualify for the Portada subscription(s) you requested above. Please send me information about advertising opportunities I am not interested in advertising in Portada First Name 4 EASY WAYS TO BECOME Last Name A PORTADA SUBSCRIBER TODAY! Company / Organization 1. Make a copy of this filled out page and fax it to: 212 685 44 50 Address 2. Fill out his form and mail it to: Portada City Zip code Park West Station POB 20526 NY, NY 10025 State Country 3. Call us at 1-800-397-5322 and a sales representative will Phone number register your selections for you. 4. Online at http://www.portada-online.com/newslettermng.aspx e-mail CONTENTS February/March 2008 issue, Year 6, Number 29 Features Sandbox Wars 6 Our View 3 Hispanic parenting media market heats up The Case for Hispanic Ad Investment You Make Me Click 7 News and Trends: General 3 Driving traffic to Hispanic websites • 2008 Election: A Fruitless Tree So Far... Hispanic Health Advertising • Hispanic Digital Media Debate 16 Lots of promises but will they be realized? • Un Buen Doctor Launches Website Reaching the Masses Online 20 Media behemoths battle online pure-plays for • Outdoor Advertising Hispanic eyeballs • Taking Radio and TV Advertising Online Big-Bucks Retail 27 Retailers reach hispanics through complementary • Maya Magazines Delays Nueva Launch media vehicles 8 Conference Calendar 30 Market Intelligence: Retail Advertising More than half of all FSIs placed in Hispanic 9 Recent National Advertising Campaigns: newspapers are in English • Jose Cuervo Platino Reserva de La Familia, Amtrak, Wal-Mart, Wrigley’s, McDonald’s, Merck, Blurred Borders Tylenol, Tecate, Möen, U.S. Foster Care System 31 Texas: The Lone Star State's media market Focus On 10 • Hispanic Media Market Opportunities with Venture Capitalist Greg Sands • Buying Hispanic Digital Media with Bravo's R 21 Luis Cabrera www.portada-online.com 25 • Growth of the Hispanic FSI Market Your Home Page for Hispanic Media News and Trends: Panregional and Advertising 12 • LatinAm/U.S. Combined Media Buys Esquire Spain Launch Current Top Stories from www.portada-online.com News and Trends: Content > Hearst's Hispanic Media Foray • Where Do Hispanic Portals Source Their Content? > U.S. Census Regional Campaigns 35 Advertiser Index > Impremedia's Next Steps... 5 R OUR VIEW PUBLISHER Marcos Baer An End to Quota Advertising, Hispanic Media EDITOR Deserves More Alex Andrews CORRESPONDENTS There is no doubt that Hispanic consumers and media deserve a higher Carrie Barnes share of the $200+ billion U.S. advertising pie. The demand equation is (USA - Los Angeles) clear, considering factors such as population, purchasing power, average Heather Norgaard (USA - St. Louis) age etc. Hispanic advertising expenditures of most Fortune 500 corpora- Ana Lydia Valdes tions are ridiculously low. (Mexico) Ivonne Ramírez (Argentina) Hispanic Media Executives must resist pushing back-of-the-envelope cal- Angela Sandoval (Spain) culations of what advertisers' “adequate” Hispanic media expenditure should be. Assuming a position of entitlement is not the way to go. A much SALES AND MARKETING stronger case for increased investment can be made by presenting ROI Annette Fielman (516) 396-0179 enhancing business propositions. The strength of the Hispanic market warrants more than merely “quota” or “minority” advertising. Nicolás Miranda RESEARCH Agustin Wydler Assuming a position of entitlement is DESIGN www.dafnedesign.com.ar not the way to go. Audit by Even though demographic factors are extremely compelling, what marke- ters need to be convinced about is of the viability of Hispanic media to reach Hispanic consumers and to drive sales. To present this case requi- res more work than back of the envelope media spend calculations. For Copyright: Portada®2008 the print and digital media world, the relevant metrics include: product No part of Portada® may be copied, reproduced quality, reach, quality of distribution, readership figures, as well as more or broadcast in any form without prior permission. Comments by sources cited in Portada® have qualitative research. been directly obtained from them, unless its is explicitly noted otherwise. Portada® is not affiliated with any other publication, media A new, perhaps more sophisticated and studied, generation is taking over group, advertising agency or any other institution. the helms of Hispanic media companies and has an extraordinary oppor- Portada® is published by Contenido LLC in New York City. Portada® publishes a weekly e-newslet- tunity to show advertising agencies and corporations why it makes so ter, a bimonthly print issue (except for the summer months, 5 times a year) that is direct mailed to much sense to reach the heterogeneous Hispanic media market. subscribers and, daily, the website www.portada- online.com. A one year subscription of Portada® in PDF format costs US $189, including access to It is our aim here at Portada, as we enter our fifth year and prepare for our the Portada® website, (www.portada-online.com) second annual conference, to contribute to the growth of Hispanic media with round-the-clock-breaking news and its arti- cles archive. A subscription to Portada® printed and advertising by providing a nuanced and in-depth look at each and version (delivered by regular mail) costs an addi- every aspect of our dynamic industry. tional US $10 (Total US $199).
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