At the NAHP 22nd National Convention & Expo

Approximately 350 publishing, advertising and content professionals took part last week in the National Association of Hispanic Publications 22nd National Convention & Expo in Scottsdale (Arizona). These were the most important points: 

  • Tough First Quarter: Many publishers noted that the first quarter of the year was challenging, particularly the months of January and February. However, a substantial pick up in business was noticeable during March and April.

  • Hispanic Community Newspapers fill a void for Readers and Advertisers. The majority of Hispanic publications present at the NAHP fill a void in their communities and neighborhoods. They satisfy the demand for community news and local content.

  •  The importance of the Internet and of mobile content: Publishers and advertisers realized the importance of moving content online. In a panel about how to write for an online audience. Martin Holguin, general manager of Expreso de Sonora, noted that online content has to be prepared in a different way than content for print media. It has to be fresher, funnier and shorter, Holguin added. Several providers of mobile technology services talked to publishers about the use of text messaging technology to promote circulation and increase advertising sponsorships.

Trackback from your site.

Editorial Staff

Portada Staff

MORE FROM PORTADA

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.


Loyalty, Brand Preference and the Economy Segment Traveler  

Loyalty, Brand Preference and the Economy Segment Traveler  

With the tremendous growth of economy segment hotels and low-cost air carriers, hotel and travel companies as well as the airlines, have begun to take notice and adapt to this expanding segment of travelers. To ensure that their brands stand out and become the best choice for these travelers, players in the travel industry are delving deeper into loyalty, personalization and brand preference in the economy travel segment.


Gatorade’s Jill Leccia: “We Promote Sports Within Young Soccer Players and Document Their Amazing Stories”

Gatorade’s Jill Leccia: “We Promote Sports Within Young Soccer Players and Document Their Amazing Stories”

Jill Leccia, Gatorade Sr. Director of PepsiCo Latin America Beverages, talked to Portada about the process of creating a global marketing campaign that's also aware of consumer's individual needs. Today it is more important than ever for brands to connect with consumers at a personal level while keeping local idiosyncrasies in mind but within a global context.