Portada Quick Hits: Cell Phone Craziness, Print Optimism, More Funding for PubMatic

» Teenagers are becoming cell phone crazy and even more so Hispanic Teenagers. Today, the Pew Internet and American Life Project released a new cell-phone usage study gathered by calling 800 teenagers age 12 to 17 between June and September of last year. According to the study 87% of teenagers sleep with their cell phones. Interestingly, according to the study, cell phone dependence among Hispanics is bigger than for the U.S. average teenager: 35% of Hispanic teens use their cell phones to go online, compared with 21% of white teens. Mobile is going to be a crucial element for Hispanic marketing. For clues about how the discipline is developing: Read the “Best Practices in Hispanic Mobile Marketing piece Portada published today.

 » The pendulum seems to be going back a bit when it comes to print. As Editor and Publisher reports, in another sign of growing Wall Street confidence in a rebound in print advertising, Moody's Investors Service on Friday upgraded direct mailer Valassis Communications Inc.'s credit rating to just below investment grade. Also first quarter earnings results seem to be pointing to the fact that the worst is over for the troubled newspaper companies. Problem is that the better financial picture is not resulting because of (advertising) revenue increases but because of cost cuts. However, advertising revenues have been declining less and in some cases have stabilized. Gannett, the largest newspaper company in the U.S. saw national advertising decrease just by 2%. Net income increased to $119.4 million—more than double the $57 million in Q109. Newspaper operations of News Corp reported similar results

» A new generation of intermediaries between buyers (clients) and sellers (publishers) of online advertising -which tend to have a more sophisticated offerings than the traditional online ad-networks - is gaining ground. Pubmatic, a company that provides online publishers with technology and services to increase advertising revenue, closed a Series C funding round worth $7.5 million, Econtent reports. All told, PubMatic has raised $18 million in total. This round, led by previous investor Helion Venture Partners, included Draper Fisher Jurvetson and Nexus Venture Partners.The new funding will be used to accelerate the adoption of PubMatic's new offerings, including a new ad auction and analytics capabilities.


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