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February 1, 2007

Issue 24. Q1 2007

Spanish-language websites explode! Boxed Out: Retailers Under-Invest in Hispanic Media. Latest National Advertising Campaigns Targeting Hispanics. Hispanic Yellow Page Publishers Build National Franchises in a

Mochila Expands Hispanic Content [2-A]

Mochila – the online content marketplace – has just announced some new partnerships with major Hispanic content providers that will serve to significantly increase its Spanish-language offerings.

Licencia para prosperar: La estrategia de expansión panregional de Time Inc.

“Es política de Time Inc. negociar los acuerdos de licencia con los editores extranjeros”, dijo Jennifer Savage, Jefe Concesiones de licencias para América Latina, África y el Oriente Medio de Time Inc. “Esto realmente reduce al riesgo de cada opción, y hemos decidido que el modelo de licencia es el que funciona mejor para nosotros.”


Direct To, which publishes medical counseling guides, recently signed a deal with Elsevier Publishing Co. to begin selling a polybag product to the pharmaceutical industry, which is then sent to Elsevier subscribers, predominantly doctors and healthcare

Anti-gravity Trick: Fighting Falling Circulation

It's no secret that paid circulation publications have been weathering some tough times recently, stemming from falling circulation rates and decreasing advertiser investment. In the general market, paid circulation for dailies contracted 2.8%. in 2005. E

Publishers and Advertisers Fight for the Lone Star State

Any marketer seriously attempting to reach Hispanic audiences nationwide knows that an importantpart of his target market resides in the Southwestern USA, particularly in the states of Texas, Arizona and New Mexico. John Paton, CEO of industry consolidator Impremedia, who does not ownany properties in the Southwest, recently told Portada that he is interested in acquiring publications in this area. In fact, in many parts of Texas, Arizona and New Mexico, Hispanics constitute the vast majority of the population. Texas, Arizona and New Mexico make up for approximately a third of the $4 billion Hispanic advertising market. Portada calculates the size of these three states’ print and digital media markets at $300 million with national advertising accounting for 25% of it.