Daily Deals: What Mundo Hispánico and Davidson Media are doing
Did the Daily Deal sector go through a bubble when start ups like Groupon and LivingSocial ballooned to stardom and tried to revolutionize the sector a few years ago? Groupon's fallout shows that the sector may be overcrowded and not as profitable as previously thought. Some traditional media companies are using a more conservative approach that may yield results. Here is the example of how two Hispanic media companies have set up daily deal programs: Atlanta's Mundo Hispánico Newspaper (Cox Communications) and Davidson Media Group.
For media companies to go into the daily deal sector is only natural. They have, or should have, a strong connection with their audience and enjoy strong relationships with local advertisers. What is more, some advertisers don't pay in cash but in kind with the service or goods they produce. As a result of these in kind payments, media companies are often loaded with many of these goods and services. Daily deal programs allow media companies to monetize and unload that inventory.
Many advertisers don't pay in cash but in kind. Daily Deal programs allow media companies to monetize and unload that inventory.
Hispanic newspaper Mundo Hispanico in Atlanta, GA, has a site called alaMitad.com AlaMitad offers various discount deals of 50% or more for Latin entertainment, dining, and retail. the website, which has an English and a Spanish-language version, offers its audience to choose the deal they wish to buy and purchase a voucher of specified value for only half the price! The inventory of vouchers for each deal is limited and remains on sale until it’s fully sold out or until the sales deadline expires, Mundo Hispánico publisher Anibal Torres tells Portada.
Davidson Media Group
Davidson Media Group, a mid-market Hispanic radio station operator just launched Rebajaso, a digital platform and daily deal program in the Hispanic Market. Rebajaso enables Davidson Radio stations to make money from their unused advertising inventory while providing value to new and existing advertising clients as well as their listeners. By combining a proprietary software platform and an easy-to-use system for radio station operators, Rebajaso provides a robust new way for stations to make money, for advertisers to gain more customers, and for listeners to get great deals on everything from their favorite restaurants and spas to electronics and groceries. Rebajaso handles everything from providing training for station sales staff, custom website interface, creation of coupons, payment processing, and even promotion of deals through email and Facebook.The Rebajaso platform is available to radio station listeners via both computers and smartphones with simple browsing and purchasing features. An English-language version of Rebajaso, called Keep Your Half, is also available for the General Market.