Tiempos del Mundo Adapts to the Needs of Panregional Advertisers

According to sources at Tiempos del Mundo, after seven years with separate editions in 15 Latin American countries, as well as Washington DC and Miami, the paper plans to consolidate operations into five Regional Publishing Hubs (Mexico City for all of Mexico; San Jose, Costa Rica for Central America; Bogotá, Colombia for the Andean countries; Santiago, Chile for the Southern Cone; and Miami and Washington DC for the Hispanic U.S.) that will serve as management centers for advertising, circulation, editorial and production of weekly papers. A new advertising rate structure is currently being determined. “By consolidating we will be able to offer international marketers cost-efficient, segmented reach through the combination of regional markets that best suits their needs. I don't think anyone else out there is offering that,” says Charles Buckwalter, general consultant and associate director of sales and marketing at Tiempos.

Tiempos has already hired new people for key management positions, some from within the company and other professional talent that is being brought in, but changes are still underway and not ready for public announcement. The format of the paper is being evaluated, but so far no changes are planned and sources say it is not likely that the paper will become a magazine. Tiempos' editorial content will continue to include both national and hemispheric news coverage and the paper will continue to be distributed throughout 15 capital cities in Latin America, as well as in Miami and Washington DC.

According to Buckwalter, “Distribution will be improved through controlled circulation targeting select readers who are of most interest to major advertisers.” Although new distribution strategies will not emphasize free racks to the general public, some racks might be used in select areas. Tiempos is also developing a new website which will integrate print and online marketing communications capabilities. Regarding new accounts, Buckwalter would not reveal specific names, but said that the banking and real estate ad categories look promising, adding that Tiempos will target “companies heavily marketing in Latin America through print media and in-country companies interested in marketing across borders.” The company has also committed to a BPA audit which has helped to attract several major companies and ad agencies.

Carrie Barnes


Trackback from your site.

Editorial Staff

Portada Staff

MORE FROM PORTADA

North American World Cup Bid Moving Closer For 2026

North American World Cup Bid Moving Closer For 2026

FIFA has reviewed (markedly different) bids from Morocco and North America for the 2026 World Cup. Initial signs point towards the United 2026 bid, and as that gains traction, marketers can plan for increased interest here.


MARKETER INTERVIEWS: Nestlé and NFL Discuss What’s Next in Marketing

MARKETER INTERVIEWS: Nestlé and NFL Discuss What’s Next in Marketing

In what some are calling the fourth industrial revolution, new technologies like AI and VR are expected to dominate the marketing space. Marketers like Bravo and Fernandez agree that companies need to evolve to survive. We talked to Nestlé's Margie Bravo and NFL's Marissa Fernandez about what's next in marketing and how to prepare for what the future brings.


Meltwater’s Ana Hoyos: “We See Great Potential for AI Expansion in Latin America”

Meltwater’s Ana Hoyos: “We See Great Potential for AI Expansion in Latin America”

The social media landscape is changing at an accelerated pace; artificial intelligence is acquiring a prominent role and companies have to adapt to survive. We talked to Ana Hoyos, area director at Meltwater Latin America, about the recent acquisition of Sysomos and what it means for social media analysis.