Portada Quick Hits: The NYT’s new Boss, Interactive Online Video Ads, MundoFox

Some stories the Latin Marketing, Advertising and Media world is talking about this week.

» New Boss at the New York Times
It took more than eight months but The New York Times finally has a new chief executive. The company announced that it has hired BBC Director-General Mark Thompson to be President and CEO. In a release issued after markets closed yesterday the Times cited Thompson’s track record developing new products and revenue streams across multiple platforms. Most recently, he led the BBC’s multi-media coverage of the London Olympic Games. According to Paidcontent, “the New York Times company announcement repeatedly touts Thomson’s background in digital media, an area that is central to the Times’ efforts to become profitable at a time when print advertising continues to collapse. It is perhaps a fitting symbol that Thompson’s arrival coincides with the first time that the Times’ subscription revenue (much of it digital) eclipsed its advertising revenue.

» The reasons for the Mundo Fox launch
Everyone is talking about the MundoFox  launch this week, the joint venture for a Spanish-language TV network  between News Corp and RCN/NTN24 from Colombia. Business Insider has an interesting take on the business rationale of the new network’s launch: “One potential reason for the move: Hispanics hardly watch mainstream broadcast TV. The website refers to a breakdown between overall and Hispanic only audience of shows currently airing on TV:

  • "Two and a Half Men" on CBS – 611,000 out of 14.6 million
  • "Grey's Anatomy" on ABC – 583,000 out of 10.9 million.
  • "Glee" on Fox – 518,000 out of 8.7 million.
  • "NCIS" on CBS – 509,000 out of 19.1 million.

Even Sofia Vergara, "the most recognizable Hispanic actress on English-language television," according to a New York Times article cited by Business Insider, can't boost ratings for ABC's hit show, "Modern Family." Despite drawing in a total of 12.9 million viewers, only an average of 798,000 were Hispanic, The Times says. Zubi Advertising chief Joe Zubizarreta, tells Business Insider that "the general market taste will find humor in the idiosyncrasies of Hispanics. But as Hispanics, when we watch general market television, we’d like to see some semblance of reality to our lives." 

» Californian Spanish-language website goes from print to online
Spanish-language news website Latino California Bell (latinocalifornia.com) is expanding into print, Editor and Publisher reports. The site was founded by Maria Luisa Arredondo, the media company’s CEO, in 2010. The first print ssue launched on May 5 with a 10,000 print run and will continue as a monthly publication. The free paper is distributed door-to-door and delivered to businesses in Bell (CA) as well as the community center. About 80 percent of the content is written in Spanish.

» Univision’s Interactive Online Video Ads
Mediapost reports about a new partnership between Univision and multiscreen ad platform Mixpo. The two organizations have paired up to introduce an interactive ad tool they call Base Media Plus that will allow Univision clients to run ads on-air and with interactivity across the Web, mobile phones, tablets and apps via one tech provider. Mediapost reporter Daisy Whitney adds that “The Mixpo-Univision pair-up is noteworthy given the attention that marketers are placing on interactive ads. The Interactive Advertising Bureau has said that it expects about half of all online video ads to be interactive in two years.”

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Editorial Staff (@portada_online)

Portada is the leading source of news and analysis on the Latin Marketing and Media space. Credibility is our biggest asset: The Portada team is very passionate about producing high-quality independent content that helps drive forward the Latin Marketing and Media space.
El equipo editorial de Portada se apasiona por elaborar contenidos de alta calidad. La credibilidad es nuestro mayor activo. La misión de Portada es ayudar a profesionales de negocios y medios a comprender y alcanzar a consumidores latinoamericanos, del mercado hispano de EE UU y España.


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