New National Online Advertising Network will include Hispanic Newspapers
DotConnect Media, a recently launched national advertising network with the capacity to provide direct-wired access to more than 1,550 newspaper online sites, will include websites of Hispanic publications.
“We have the capability of reaching the Hispanic market”, David Teitler, president of DotConnect Media, tells Portada®. “We have properties targeting that market, but we still have to get permission from newspapers to market them”, Teitler adds.
DotConnect Media hosts and sells advertising for websites of newspaper companies including Lee Enterprises and Journal Register. Both newspaper chanes have Spanish-language newspapers that are sister publications to the English newspapers. Some of them are in small or midsize markets. For instance, the Journal Register's Morning Journal in Lorain Ohio publishes the weekly Latino Expresso.
DotConnect Media has offices in New York City and Albany, New York.
Online newspapers are often the No. 1 most-visited Internet site in their trade areas — so they are attractive buys for major ad agencies, especially if they can have a “one-buy, one-invoice” buying method. Online ad sales of publicly traded U.S. newspaper companies amount to approximately 4.5% of total advertising sales or approximately US $2 billion per year. Portada® estimates that Hispanic newspaper websites annual advertising sales amount to between US $5 and US$ 10 million (between 2% and 3% of total advertising sales of newspapers and between 5% and 10% of total Hispanic Internet sales).
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