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Impremedia recently launched Estar Mejor, the only wellness website in Spanish for the Hispanic community in the United States. Estar Mejor is the seventh vertical content site Impremedia has launched. These sites now attract more than 35 million monthly users, according to Impremedia. Portada talked to Rafael Cores,  Impremedia’s VP of Content, about the content and monetization strategy of the Spanish-language media company.

Spanish-language media company Impremedia launched Estar Mejor, a digital publication on wellness in Spanish, aimed at the Hispanic community living in the United States. “Our content focuses on three pillars,” Rafael Cores, Impremedia’s VP of Content, tells Portada:  “How you can improve your relationship with others -family, friends and all sorts of relationships-, with your surroundings -home, office, and natural environment-, and with yourself – your mind, body, and soul-. We approach these topics in a down-to-earth and practical way that can be relatable to an audience that looks for practical and reliable advice for their everyday life”. Cores’ goal is for Estar Mejor to reach 750,000 monthly unique users at the end of the first year. The main gender target is women between 18 and 44 years old, although currently 33% of the audience are men. 

“Reports show that Hispanics are increasingly concerned about their physical and emotional well-being. Despite that fact, there’s no digital publication catering to the needs of the Latino community: Estar Mejor will help to fill that gap” states Iván Adaime, CEO of Impremedia.

Estar Mejor is led by Impremedia’s New York City-based Lifestyle Managing Editor María José Lavandera. “We work to bring the most current, efficient, and solid information in the wellness space, so our readers have the best possible information to live the best life that they can, in harmony with themselves and their surrounding world, and in good physical and emotional shape”,  Lavandera asserts.

Estar Mejor expects to reach 750,000 monthly unique users at the end of the first year. The main gender target is women between 18 and 44 years old.

Spanish-language Media Content Verticals

Spanish-language Media
Rafael Cores, VP of Content, Impremedia

“Estar Mejor is just another step in our mission of continuing to provide quality content targeted to the interests of different audiences in the United States,” Ivan Adaime, CEO of Impremedia notes. Last year, Adaime told Portada  that Impremedia produces content in Spanish for U.S.-based audiences because this is where it sees the most opportunity as it is an underserved audience. “We see a bigger opportunity with content in Spanish. We haven’t seen the model ‘English with cultural nuances’ working at scale,” Adaime noted.

The Impremedia family of vertical content digital media outlets includes lifestyle brands Solo Dinero (Personal finances), Siempre Auto (Automobiles), Comedera (Recipes), Bien Bonita (Beauty), No Muy Caro (Discounts and Promotions) and La Vibra (Entertainment), and attracts more than 35 million monthly users worldwide. These brands have around 2 million followers on Social Media. In terms of the sites’ monetization, revenue drivers are direct and indirect ad sales. 

Estar Mejor is just another step in our mission of continuing to provide quality content targeted to the interests of different audiences in the United States.

“Our verticals strategy that started in 2020 is working great, in some cases even better than expected,” Cores notes. “Siempre Auto has reached more than 15 million total unique users before its first year, with a best-month of 3.9 million unique users. Solo Dinero, our Personal Finance and Business News site has reached 9 million unique users in its first year, 58% of them in the United States. These are brands that didn’t exist before the third quarter of 2020 and now reach tens of thousands -and sometimes hundreds of thousands- users every day.  We don’t share data about specific advertisers, but brands are paying attention and we have reached new advertisers thanks to our new verticals, ” Cores mantains.

SEO Team

Spanish-language SEO is very important for U.S.-based audiences to find the content via search engines. “We have a dedicated SEO team that makes proposals for articles and later reviews the content,” says Cores.

Cores also notes that, while both sites are targeting a women audience,  Estar Mejor and Bien Bonita are two different properties. “Bien Bonita is focused on female beauty and helping Latinas to be the best version of themselves from the inside out. Estar Mejor is about wellness, about looking inside and living a better life, both physically and emotionally. It is easy to associate wellness with our physical aspect, but the mental and emotional aspects are as -if not more- important. Estar Mejor covers all that spectrum,” Cores concludes.
Check out other articles on Impremedia’s Spanish-language media strategy:

Impremedia launches Siempre Auto Betting on Hispanic Car Buying Habits 

LA OPINIÓN Newspaper, from Los Angeles, was recognized with the Gold Award as Outstanding Hispanic Daily in the United States, the highest achievement of the José Martí Awards given by the National Association of Hispanic Publications (NAHP) during their annual convention. La Opinión received another Gold Award as Outstanding Publication Website. It was also awarded Best Newspaper Design.

La Opinión is published by Impremedia, the leading Hispanic News and Information company. EL DIARIO (New York) and LA RAZA (Chicago), also published by Impremedia, were awarded 11 and 12 medals respectively. La Raza was recognized as the Best Spanish Language Weekly in the country.

La Opinión Newspaper
Iván Adaime, CEO of Impremedia

“We are very pleased with these awards that clearly show that Impremedia is the number one creator of Spanish-language content in the United States. These awards also showcase the passion and dedication of our Editorial teams across our Digital and Print platforms,” stated Iván Adaime, CEO of Impremedia.

In addition to the three top awards mentioned above, La Opinión received 5 more medals -two Gold Awards and three Silvers- dominating the Editorial Writing field in the categories of Outstanding International Political Article (“El mundo indígena a merced del coronavirus”, by Gardenia Mendoza), Outstanding Local Business Article (“En honor a las mujeres detenidas”, by Araceli Martínez Ortega), Outstanding Immigration Article (“Entre Tonatico y Waukegan: el golpe binacional del coronavirus”, by Gardenia Mendoza), Outstanding Entertainment Article (“Danny Trejo: ‘Sigo trabajando para salir del infierno’”, by Rafael Cores) and Outstanding Publication Masthead.

El Diario was recognized with the Silver Award as Outstanding Hispanic Daily, only behind La Opinión. This is the main category of the José Martí Awards, which last year went to El Diario itself. It also won the Bronze Award as Outstanding Publication Website.

La Opinión NewspaperThe oldest Spanish-language newspapers in the country also won the Gold Award as Outstanding Auto Section, Silver Award as Outstanding Community Photo (“Abuelita boricua celebra sus 100 años con fiesta en Harlem”, by Edwin Martínez), and Bronze Awards as Outstanding Design, Outstanding Immigration Article (“5 claves sobre prohibición migratoria de Trump por el coronavirus”, by Jesús García), Outstanding Photo (“Protesta en Brooklyn por la muerte de George Floyd termina en violencia”, by Rafael Cores), Outstanding Food Section (“Creatividad ecuatoriana en forma de pizza”, by Liseth Pérez Almelda), Outstanding Lifestyle Section, Outstanding National Political Article (“Si votamos, contamos; si no, nos fregamos”, by Jesús García), Outstanding International Political Article (“En qué consiste la diputación migrante para la Ciudad de México”, by Jesús García),

La Raza, Impremedia’s weekly publication based in Chicago, won an impressive 6 Gold Awards. Apart from being recognized as the best Spanish-Language Weekly in the country, it won Outstanding Hispanic Success Story (“Reinventarse para vencer al covid-19: pequeños empresarios hispanos de Chicago se adaptan para sortear la crisis”, by Belhú Sanabria), Outstanding Community Service Article (“Pobreza y mujer latina: un duro ciclo en Chicago”, by Marcela P. Cartagena), Outstanding Cultural Article (“El muralismo en Chicago: paredes que hablan”, by Antonio Zavala), Outstanding Entertainment Article (“Arte y cultura contra la pandemia”, by Irene Tostado), Outstanding Multiple Article Series (“Apoyan a ambulantes de Chicago afectados por la crisis del Covid-19”, by Belhú Sanabria).

La Raza also won three Silver Awards: Outstanding Local Business Article (“Menú contra la pandemia: la lucha de los restaurantes latinos de Chicago”, by Belhú Sanabria), Outstanding Health Article (“Salud mental, el gran reto”, by Belhú Sanabria and Jesús Del Toro) and Outstanding Multiple Article Series (“Inician esfuerzos de divulgación del Censo 2020 entre inmigrantes”, by Belhú Sanabria). It also received three Bronzes: Outstanding Business Section, Outstanding Special Section, and Outstanding Immigration Article (“Lightfoot y la ciudad santuario”, by Belhú Sanabria and Jesús Del Toro).

Impremedia, the leading Hispanic news and information company, and publisher of the two main newspapers in Spanish in the United States, La Opinión and El Diario, issued an open letter calling advertisers and media agencies to end the discrimination of Hispanics Audiences and the media serves that serves them.

The advertising investment in the Hispanic market in the U.S. is only 6% of the total while Hispanics are almost 20% of the population. The ad allocation in Minority-Owned/Operated Media is even less than the mentioned 6%.

The investment made by mainstream advertisers, agencies, and corporations to ethnic media in the distribution of their advertising funds represents neither the importance of communities nor their economic contribution. U.S. Hispanics alone have over 1.5 trillion of buying power. This is not translated into advertising.

The full text of the letter follows:

The worst in the COVID-19 crisis seems to be behind us. While the country has suffered greatly, the first signs of an economic awakening are visible.

During the long and terrible months of the pandemic, the print media, as a whole, lost staff positions, circulation, content and advertising. Many publications had to shut down. This left its mark on the national news landscape by depriving many communities of their primary sources of information.

The crisis has been especially cruel to the press in local ethnic communities, such as the ones served by Impremedia; with outlets including La Opinión in Los Angeles, El Diario in New York, La Raza in Chicago, and La Opinión de la Bahía in San Francisco, all of which owe their existence to a fundamental and organic link with the communities they serve.

For decades, newspapers like ours have been important tools for integrating immigrants into the United States, helping millions of newcomers become part of the American dream, and contributing to our country through their work, taxes and sacrifices. Latinos have become a group of increasing importance, represented in all spheres of the economy and government.

We’ve linked millions of readers to advertisers and the products and services they offer during all these years. We have done this by publishing advertisements on our pages.

This mission continues. And the economic, social and political problems our community has been subjected to have made it even more essential.

We must tell the truth: the crisis caused by the coronavirus has unfortunately accentuated a negative anomaly: The financial investment made by most mainstream advertisers, agencies and corporations to ethnic media in the distribution of their advertising funds has decreased significantly.

The meager fraction in those advertisement funds left for community ethnic media represents neither the importance of minorities nor the leading role that publications like ours and other Ethnic-Media represent. The advertising investment in the Hispanic market in the US is only 6% of the total when we are 19% of the population. The investment in Minority-Owned/Operated Media is even less than that. All this while Total buying power of the US Hispanic population is over $1.5 trillion, over 10% of the total.

Discrimination in Advertising

Specifically, they are reinvesting billions of dollars, but at an unacceptable rate, in the larger mainstream media, technology platforms and social media that targets U.S. Hispanics but that is neither owned or operated by minorities.

That way, there will be those who say that advertisers are abandoning our community. There will be those who claim that they are adopting a discriminatory attitude or impervious to the fate of community media outlets. Even when those outlets are crucial for the very communities they say they want to reach.

Advertising invested in other minorities also turns out to be minimal and inadequate relative to the proportion of that community in the general population. Important media owned by African Americans have mounted a public and successful campaign exposing the roots of that abandonment. We sympathize with their effort and demand that the treatment of ethnic media by agencies and advertisers change.

The decline of local and community news media destroys the media outlets themselves and the vision of an open, comprehensive, and democratic society. A vision that corresponds to current demographic trends, where the percentage of Latinos grows throughout the country.

No one should forget: aquí estamos y no nos vamos; here we are and we are not leaving.

Advertisers open the door to accusations that they are abandoning Hispanic readers and customers by neglecting outlets like ours.

Just when many media and entities accuse advertisers and agencies of this, supporting companies like Impremedia would be a key sign of commitment to plurality and diversity.

It is time for them to reconsider the distribution of their advertising budgets without prejudice or discrimination and look towards the future.

Impremedia has acquired the food and recipes sites Comedera.  Comedera joins Impremedias’s family of news and lifestyle brands.

comedera
Iván Adaime, Chief Executive Officer, Impremedia.

“We are excited to bring Comedera into the Impremedia family,” said Iván Adaime, Chief Executive Officer, Impremedia. “We know Hispanic consumers are increasingly looking online for cooking solutions to make their lives easier and better, and this acquisition provides us an ideal way to address this growing opportunity.”

“Latinos are known for celebrating around the table with family and friends. We don’t organize any event where food is not involved. On top of that, in our daily lives, we also enjoy food, and we are increasingly concerned about the ingredients and the choices we make in the kitchen”, Rafael Cores, Impremedia’s VP of Content, said in a statement.

“We know how important, rich and diverse the culinary experience is for our target audiences,” Rafael Cores, Impremedia’s VP of Content, said in a statement. “Our goal is to provide a straightforward approach for the Latino consumer that we feel lacking in the current space, to everyday family cooks and new foodies.”

Comedera is a site for families and everyday cooks, with a history as one of the original food blogs. It was created by Madrid-based web entrepreneur and photographer Daniel Noboa, who launched it in 2012 and made it grow into a website that reaches millions of users every month.

Impremedia has a proven track record of building and scaling quality content brands. I’m thrilled that the site that I founded is ready to go to the next level,” said Daniel Noboa, founder of Comedera.

“We see a big opportunity in the food space. We will be investing in improving our recipe base while also getting in other food-related content areas,” concluded Adaime.

Last year impreMedia launched vertical sites Siempre Auto (Automotive) and Solo Dinero (Finance).

Hispanic content company Impremedia is launching  Siempre Auto: a digital destination specialized in cars and the automotive industry aimed at the Hispanic community living in the United States.  Hispanic car buying habits support the launch as Hispanics are aware of 10-20% fewer car brands than the general U.S. population, according to Nielsen.

 

Siempre Auto
Rafael Cores, VP of Content, Impremedia

Automotive marketers targeting Spanish-language car buyers in the U.S have a new vehicle to reach Hispanic car buyers at Siempre Auto. Siempre Auto offers specialized information about cars in Spanish. The content seeks to help readers to make the best decisions regarding their mobility needs. “Our goal is to provide a straightforward approach for the Latino consumer that we feel lacking in the current space,” Rafael Cores, Impremedia’s VP of Content, said in a statement. “The reader always comes first. We provide the right information to suit the consumer’s needs: whether that is buying or selling a car, doing maintenance work on your vehicle, or staying updated with the news in the automotive industry.”

Over the past decade, the market of Hispanic car buyers and owners has undergone high growth and now comprises a very lucrative segment for the auto industry.

Siempre Auto: Targeting Hispanic In-Market Car Buyers

Ivan Adaime-ImpreMedia
Ivan Adaime, CEO, Impremedia

Over the past decade Hispanic car buying habits have undergone high growth and now comprise a very lucrative segment for the auto industry. “Despite that fact, there is no modern digital publication serving the needs of the Latino community:  Siempre Auto will fill that gap,” says Iván Adaime, CEO of Impremedia. Adaime tells Portada that “out of the top 10 advertisers at Impremedia there are several automotive companies on top of insurance companies.
Adaime notes that “data shows that 92% out of the 17.8 million Hispanic households in the U.S. currently own a vehicle, while almost half of those households plan to buy a car in the next 11 months. And this trend is fueled by more affluent Spanish-dominant Hispanics”. Impremedia mostly targets the Spanish-language market in the U.S. In fact, Adaime earlier this year told Portada that he has not seen the model of publishing in “english with cultural nuances working at scale.”

17.8 million Hispanic households in the U.S. currently own a vehicle, while almost half of those households plan to buy a car in the next 11 months.

Hispanic Car Buying Habits: Less Car Brand Awareness

Nielsen’s latest Annual Auto Marketing report found that driving connections with the multicultural consumer is key to the automotive industry. According to the study, consumers from multicultural groups – Hispanic, Black and Asian American – are aware of 10-20% fewer car brands than the general U.S. population. The reports adds that “Automotive brands are less top-of-mind for multicultural consumers, and there is an imperative for marketers to close that gap because most purchase decisions can be traced back to brands that consumers already have in mind before starting out on the path-to-purchase. But when purchasing a vehicle, Hispanic and Black shoppers consider six to seven brands by the time they’re ready to buy. This represents two more brands compared to Asian Americans and non-Hispanic Whites. Hispanic and Black shoppers are more receptive to advertising efforts even if a brand wasn’t top-of-mind in the first place.” The reports adds that “Omnichannel advertising is essential for reaching multicultural consumers. Hispanic car shoppers, for instance, tend to be young and connected, and their level of recall for ads they see digitally is unmatched.

Hispanic car shoppers, for instance, tend to be young and connected, and their level of recall for ads they see digitally is unmatched.

According to Impremedia’s Adaime, “Hispanics’ finances dictate pragmatism, that could mean buying used cars or being very practical and price-conscious when buying a new one. We also know that Hispanics over-index for being in buying mode and thinking about making a car purchase in the near future.”

More Targeted Publications in the Pipeline

“Siempre Auto joins our vision of continuing to provide quality content targeted to the interests of different readers in a digital format and is our latest but not last addition to our lifestyle brands,” added Adaime. Impremedia recently launched Solo Dinero  a site targeting audiences and advertisers in the financial category.

New publications will be added in areas where we detect two trends: that there’s a growing need from the audience for quality content in Spanish and a lack of publishers serving those audiences.

“We are planning to launch new publications in areas where we detect two trends: that there’s a growing need from the audience for quality content in Spanish and, on the other hand, a lack of publishers serving those audiences. In this regard, the next few months are going to be pretty busy for us,” Adaime concludes.

 

Impremedia, the leading Hispanic news and information company, launches Solo Dinero, the only digital publication on personal finance in Spanish, aimed at the Hispanic community living in the United States.

Our goal is to provide a straightforward approach for the Latino consumer

“Our goal is to provide a straightforward approach for the Latino consumer,” Rafael Cores, Impremedia’s VP of Content, said in a statement. “We are home to experts and specialized journalists who offer clear, actionable financial advice on managing your money through transparent reporting, reliable sources, and an accessible language. In the economic aftermath of COVID-19, this is more important than ever.”

Over the past few years, the percentage of Hispanic individuals and households using a wide array of financial services has grown faster than non-Hispanic consumers.

solo dinero“Over the past few years, the percentage of Hispanic individuals and households using a wide array of financial services has grown faster than non-Hispanic consumers. Despite that fact, there’s no digital publication catering to the needs of the Latino community: Solo Dinero will fill that gap,” stated Iván Adaime, CEO of Impremedia.

Solo Dinero includes news on the current economic environment, special reports, and series on employment, savings, investments, and more from experts with a straightforward approach. These experts include editors and writers from our partner Consumer Reports, and columnists such as Carlos García, founder and CEO of the money app Finhabits, Javier Mota, founder of Autos 0-60 and the first Hispanic journalist invited to become jury of the North American Car and Truck of the Year Awards, and Marta Michelle Colón, psychologist and founder of the consulting firm BuenaGente.

“Solo Dinero joins our vision of continuing to provide quality content targeted to the interests of different readers in a digital format,” added Adaime.

Q&A express

Solo Dinero
Iván Adaime, CEO of Impremedia.

Portada: How is the new Solo Dinero site being promoted to the Hispanic audience?

Iván Adaime, CEO of Impremedia: “We are leveraging the reach of our network and social media channels.”

P: Will Solo Dinero also have a print component e.g. section in Impremedia Newspapers?

IA: “No.”

P: In what advertising categories within finance etc do you see the most growth potential?

IA: “Several of them, especially: Consumer Banking, Financial Assistance, Insurance, Personal Debt (Credit Cards, Home Financing, Personal Loans), Personal Investing, Taxes, Home utilities.”

P: Which initial advertisers does the site have?

IA: “In the top 10, you have banks, telecommunication companies, and insurance companies.”

P: What are the opportunities for branded integrations?

IA: “Those depend on the clients’ needs, but our team of Custom Solutions offers a great variety of options.”

According to Comscore, Impremedia’s digital properties, along with Univision and Telemundo, have by far the most audience among Spanish-language news publishers in the U.S. Portada talked to Iván Adaime about opportunities in Spanish’-language publishing in the U.S., programmatic ad sales, SEO, social and more.

 

 Iván Adaime Discloses Impremedia’s Secret

“Not a single news publisher —U.S. based or foreign-based— has more digital Spanish-language audience in the country than Impremedia, Telemundo or Univision,” Iván Adaime, CEO of Impremedia, tells Portada.

Having and monetizing owned-and-operated digital properties has its advantages versus the offerings of advertising networks and other intermediaries in the ad market. According to Adaime, “a publisher like us has an audience of its own. It’s an engaged audience that we reach by creating unique content that appeals to the U.S. Hispanic population. Being a publisher also gives you the ability to create custom content for advertisers and distribute it at scale. An ad network, on the other hand, is just a collection of unconnected foreign-based websites that you can buy directly using any programmatic channel, so its unique value proposition is, unlike in the past, becoming less appealing.”

Content is the main reason behind the 50% year-over-year growth of Impremedia’s audience in the last few years. “The main reason is our content. That’s the key investment on our end. Then you would have to add a clean and fast user experience to the mix. We do not use any interstitial and intrusive ads for example. Finally, we pay close attention to data and analytics. ”

Being a publisher gives you also the ability to create custom content for advertisers and distribute it at scale.

 

Programmatic: the Main Source of Digital Revenues

Ivan Adaime
Impremedia CEO Iván Adaime

If you have an audience at scale and the right ad quality metrics like viewability, programmatic is great. Actually, it is our main source of digital revenues”, Iván Adaime notes. With that said, Adaime still sees an opportunity for direct sales as there are a lot of clients that still prefer to do it this way, and some advertising categories that do not transact well in programmatic.

 

Spanish-Language Publishing is the Largest Opportunity

Impremedia produces content in Spanish for U.S. based audiences because this is where it sees the most opportunity as it is an underserved audience. “We see a bigger opportunity with content in Spanish. We haven’t seen the model ‘English with cultural nuances’ working at scale.”

 

Spanish-Language SEO in the U.S.

As a publisher of Spanish-language content in the U.S, how does Impremedia navigate the SEO space? Is there less competition than for English-language keywords both in terms of SEO and SEM? According to Iván Adaime, search engine optimization is something that he pays close attention to. “There are very few US-based publishers but there’s plenty of competition coming from foreign publishers. We do not do any SEM because we do not pay for traffic. We only invest in creating quality content.”

 

Social: 2 Million Fans and 300,000 Newsletter Subscribers

Impremedia has close to 2 million fans on social media, who are a good source of the company’s traffic. Iván Adaime notes that Impremedia “does not pay to acquire fans, nor do we pay to promote our stories in those platforms. We only invest in creating the type of quality content that attracts our target audience. Newsletters are also a product that we pay a lot of attention to. We have over 300,000 subscribers that are actively engaged.”

 

What: Impremedia has achieved the TAG Certified Against Fraud Seal from the Trustworthy Accountability Group for the second straight year.
Why it matters: By receiving TAG recertification, Impremedia reaffirms efforts to fight ad fraud and promote transparency.

Impremedia has renewed its commitment to combating invalid traffic and ad fraud in the digital advertising industry by achieving the TAG Certified Against Fraud Seal from the Trustworthy Accountability Group for the second straight year.

By receiving TAG recertification, Impremedia reaffirms efforts to fight ad fraud and promote transparency. This lets brands and marketers know that they can confidently advertise campaigns with the assurance that their investments are not being affected by fraudulent invalid traffic.

“As creators and curators of quality content, our standards are set high as an obligation to our audience and advertisers. That’s why we are constantly on the lookout to improve Brand Safety and prevent Ad Fraud” said Ivan Adaime, CEO of Impremedia.

To receive the Certified Against Fraud Seal, TAG requires companies to undergo a rigorous review process that certifies a company’s commitment to quality advertising. This program has become the gold standard for companies who want to raise accountability in today’s digital landscape.

As a recipient of the TAG seal, companies are demonstrating that they have taken the necessary steps to ensure the brand safely of their partners. With a digital portfolio of trusted top brands, advertisers are choosing Impremedia to partner up due to those safety standards since 2018.

As part of the responsibility to provide quality solutions, publishers will continue attending TAG’s programs in order to maintain best practices.

“Effective certification programs set a high bar for compliance and then raise that bar each year, so companies like Impremedia can assure their partners that they are taking the necessary steps to fight ad fraud and protect the digital advertising supply chain,”  said Mike Zaneis, CEO of TAG.

What: We spoke to Ivan Adaime, recently appointed CEO at ImpreMedia, about what he’s learned from his time at the company and what he forecasts for these rapidly-changing times.
Why it matters: ImpreMedia’s years of experience with Hispanic audiences and Ivan’s career path are an example of how hard work, willingness to adapt and an ability to recognize your strengths are the basic requirements for success in the digital age.

Ivan Adaime first arrived at ImpreMedia, a New York-based media company that targets U.S. Hispanic audiences, as VP, Digital in 2012. Just a few weeks ago, he was promoted to CEO. We touched base with him in order to revisit his learnings throughout his time at the company and find out about what he envisions for this new transition that has placed him at the forefront of the initiative.

 

Portada: You have been working at ImpreMedia for almost 7 years. How would you summarize this experience?

Ivan Adaime: It has been a great experience full of learnings. A little bit over six years ago, we put in place a new strategy for our digital offerings. Since then, our audience has been growing year over year and is now 10 times higher than it was 6 years ago. We reach now over one million users daily and have over a quarter million of active newsletter subscribers.

It wasn’t a straight line though. The media landscape changed wildly and we had our fair share of mistakes and self-inflicted wounds, but we learned from them all. Once the content, the user experience, and the audience were in place, we started to get results on the revenue front, increased in the last years due to programmatic.

 

Portada: What are some valuable things that you have learned in the last 5 years?

I.A.: We learned that putting your user first always pays off. The rest, including monetization, will follow. Since we don’t do any paid audience acquisition, we focused on satisfying our readers’ need to grow. Therefore, we invested mainly in two main areas: content and technology that allow us to offer a great user experience.

We also learned a great deal working with data. It has helped us understand much better what our audience and advertisers value. In many cases is not what we think that they value. Working with data is not plug and play, though. You first need to know what you want to know. Only then you’ll be able to mine for the data that will help you take the best product and business decisions.

Most importantly, we learned how important focus is. There are so many opportunities in media today, but you can’t follow them all. You need to go after those that make sense to you. If not, you’ll lose many resources pursuing opportunities that are not meant to be.

 

 

 We learned that putting your user first always pays off. The rest, including monetization, will follow.

Portada: What is the future of Spanish-language digital media in the U.S?

I.A.: I think it faces a great future as it has and will have a sizable audience willing to consume media in Spanish. This segment of the U.S. population is here to stay. On top,  all reports forecast that a good portion of the population growth in this country will come from Hispanics, either already living within or new immigrants. But this audience’s media habits are changing rapidly, thus the opportunities will be greater for media that are able to adapt to these changes and build sustainable business models.

 

Portada: We understand ImpreMedia sells a substantial amount of its digital inventory programmatically, can you explain why this offering has grown and what the growth drivers are?


I.A.: 
That is correct, most of our digital revenues are programmatic and that’s what has been fueling our growth year over year. Since we saw 2 or 3 years ago that the shift to programmatic was inevitable, we put a lot of effort into updating our ad stack. One thing is having it structured for direct sales, but it’s very different having it optimized for programmatic. We invested a lot of resources on data, improving page speed loading times, viewability and combating ad fraud.

We are the only Hispanic publisher that has the Trustworthy Accountability Group (TAG)’s certification for improving transparency and fraudulent advertising. We cleaned up the user experience and removed all intrusive ad formats from our websites. In short, we greatly improved the quality of our inventory. And that translated into a much greater yield. Add to the mix our audience growth and you have pretty much the main drivers of our programmatic reality.

Working with data is not plug and play. You first need to know what you want to know.

Portada: Who are your main partners in the programmatic offering on the DSP side?

I.A.: We tend to work with the main players in the digital advertising ecosystem: Google, Amazon, AppNexus. We are connected with the main exchanges via server-to-server bidding and we have PMPs active with agencies and advertisers through several DSP platforms. We too do work with smaller companies that add genuine inventory demand, the one that cannot be found in the exchanges.

 

Portada: What do you think will be the role of video? Do you think publishers have an important opportunity getting audiovisual (TV) budgets going forward?

I.A.: Some publishers might have an opportunity, but it is not a battle that all publishers should fight. For some it would make sense; for others, definitely not. Timing is also important. The infamous “Pivot to Video” that left a good number of casualties in the media ecosystem should be an important lesson moving forward. Don’t get me wrong, our video offerings are growing year over year, and most likely will continue to do so, but we are doing it at our own pace.

Opportunities will be greater for media that are able to adapt to changes and build sustainable business models.

Portada: The roots of ImpreMedia are in newspaper publishing, how are these roots reflected in ImpreMedia’s DNA today?

I.A.: Our roots are well reflected in our commitment to stand for —and to super-serve— our community when it matters most. That hasn’t changed a bit and is our daily guide. What is very different is the audience that we reach in the digital front  95% comes from a mobile device, 60% is under 45 years old, predominantly women. Thus the content and the way to reach them is very different.

 

Portada: What role do you see for print media going forward at ImpreMedia?

I.A.: It definitely has a role as we still have a sizable audience that wants to engage with our print products on a regular basis.

 

Portada: What will the salient features of ImpreMedia be in 5 years?

I.A.: We’ve been living in a period of rapid change and most likely this will continue. We are seeing a lot of great opportunities in the near future. If we succeed in pursuing them, in five years our audience will be even bigger and more engaged than it is today. But we will follow each opportunity responsibly. We are committed to building a company for the long run, one that is able to survive platform and user-consumption changes. To do so we need to be humble and agile to read and react to those changes. Therefore, we will continue to operate in a nimble way, focusing our energies and investments on core strengths and pursuing new opportunities in our own terms.

 

What: impreMedia recently announced the creation of IM Studio ñ, its in-house marketing solutions service provider.
Why it matters: More media companies are starting to open their own marketing solutions divisions as part of their growth strategies.

Jeffrey Duque
Jeffrey Duque, VP of client solutions at IM Studio ñ.

For years the media company impreMedia has been providing specialized content for Hispanic audiences in the U.S. through different print and digital brands such as La Opinión, El Diario and La Prensa. But since 2014, the team started receiving requests to create personalized solutions for marketing agencies and their clients and become a sort of personal publisher. “We soon realized that there was a huge opportunity in this market,” remembers Jeffrey Duque, VP of client solutions at IM Studio ñ.

“Since we are experienced in generating content, we saw the chance to offer agencies and their clients the opportunity to generate content for them and help them create their own media,” ads Duque. With this goal in mind, IM Studio ñ was launched in January 2015 to become an in-house marketing solutions service provider, specialized in the Hispanic and multicultural market.

We soon realized that there was a huge opportunity in this market.

As a marketing solutions service provider, IM Studio ñ works as an independent institution, separate from impreMedia. For example, when planning a client’s media buy, impreMedia is just one more option, and is not given any special preference. “We offer a lot more thab just our own media,” says Duque

Also, once the strategy and the campaign are built, it becomes property of the client. They get to use what IM Studio ñ creates as they wish, and with whomever they want. “When, for example, we write a story in form of native advertisement, they can sell it to any other paper or content provider: it doesn’t have to be published on impreMedia’s pages,” he explains.

“When planning a client’s media buy, impreMedia is just one more option.”

To create a broader impact when building a campaign, the agency is aiming to work with a similar model like that of Buzzfeed. According to Duque, Buzzfeed analyzes the distribution points first, and then uses that insight to create content. “We are not there yet, but we are looking at the same strategy.”

To make sure their campaigns are working, the team is very passionate about measuring every phase. “It is very important to measure the whole process so you can make sure you are having the impact you are looking for. This is also why we offer flexibility to make sure we are meeting those KPIs,” explains Duque.

After little more than one year in operation, one of the challenges the agency faces is to differentiate itself from its mother company. “The relationship with impreMedia is good because it has opened so many doors for us. But at the same time, it is also hard to differentiate ourselves and make it clear that we are not trying to sell media, but that we are here to sell marketing solutions. It is a process of evangelizing what we are doing,” explains Duque.

Check out: Learn how L’Oreal is revolutionizing Content Marketing at PortadaLat

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What: New York’s El Diario, an ImpreMedia newspaper, dismissed 13 employees last week of which 6 belong to the Editorial Team.
Why it matters: The new cost cutting round reflects costs pressures that are faced by newspapers in large U.S. cities. Smaller market community newspapers have been a bit more shielded from the heavy downfall in ad revenues. Impremedia’s new CEO Gabriel Dantur acknowledged that the company has lost money in each of the 4 years since the Argentinean Group La Nacion bought ImpreMedia.

New York City’s largest Spanish-language newspaper El Diario last week dismissed 13 employees, of which 6 belong to the editorial team. Manuel Avendano, Night Editor of El Diario, told NY1 that “out of 100 employees El Diario used to have, only 35 remain.” NY1’s Joaquin Inoa reports that some employees think that El Diario will cease publication in print. impreMedia’s new CEO Gabriel Dantur notes that the paper will continue to be printed, but that measures will be taken to put more emphasis on digital, mobile and social network communications. In mid 2014 El Diario went through a redesign led by Juan Varela, the VP of Content at the time, Varela noted that the idea was to redefine the concept of a quality popular newspaper.

While many Spanish-language newspapers have strong community newspaper features and have been somewhat shielded from the heavy decline in ad-revenue -community newspapers in smaller markets have held relatively strong compared to large metropolitan dailies-, in large cities like New York and Los Angeles the environment has been much more challenging.

The overall company now brands itself as a “marketing solutions company with the soul of a publisher.

Agency Approach

ImpremediaimpreMedia last year also introduced IM Studio ñ-an in-house Marketing Solutions division. The unit develops brand-centric, “customized opportunities through own-able & shareable content to meet the needs of clients looking to reach the evolving US Hispanic audience.” The overall company now brands itself as a “marketing solutions company with the soul of a publisher.”
In addition to El Diario , impreMedia publishes La Opinion in Los Angeles, also a daily, as well as weeklies La Raza (Chicago), La Opinion de la Bahia (San Francisco, formerly called El Mensajero) and La Prensa in Orlando. The group also publishes ESPN Deportes La Revista under a license from ESPN and digital properties Rumbo (Houston, formerly also a print newspaper), ParaTiMujer.com, gossip site Flashpik.com as well as soccer site QuieroMasFutbol.
National Magazine Vista, which mas mostly distributed as an insert into newspapers, was discontinued last year.

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Gabriel Dantur has been appointed new CEO at impreMedia effective January 1, 2016. Dantur replaces Francisco Seghezzo, who will return to Argentinean newspaper La Nacion (impreMedia’s owner) in Buenos Aires Argentina. Check out Dantur’s view of the media space in the video below.

ImpremediaGabriel Dantur has been appointed new CEO at impreMedia effective January 1, 2016. impreMedia was acquired by Argentinean Media Group La Nacion almost four years ago and the leadership of the company out of its New York City headquarters was held by also Francisco Seghezzo ever since he replaced Monica Lozano in June 2014. Since the acquisition by La Nacion, impreMedia’s efforts have been focused on transforming the company into a sustainable and successful business. Beyond the traditional printed products that have seen redesigns, impreMedia claims to have grown exponentially with its digital offerings and developed an in-house market solutions division called IM Studio ñ focused on providing client centric services, strategic consultation, creative and content marketing.

Although I will have big shoes to fill, I feel I am up for the challenge and focused on further developing impreMedia into a sustainable and growing business.

Below a (VIDEO) of Gabriel Dantur which heps to explain his view of a modern media company (Presentation: The future of Latin media at the 2012 Edition of the Portada LatAm Summit in Miami.)

Digital Media and Tech Experience

For this new stage, new CEO Gabriel Dantur will bring his experience in digital media, technology and innovation. Dantur is an industrial engineer who graduated from Buenos Aires University. He started his professional career in 1988 as a sales support engineer at IBM, and for the subsequent 10 focused on the consumer package goods industry in companies such as Best Foods, Ferrero, Molinos Rio de la Plata and Kimberly Clark. In 1999 he followed his entrepreneurial spirit to work at an e-commerce start-up and in 2002 he became the Regional Marketing Director for Kodak Latin-America. In 2006 Gabriel joined LA NACION to collaborate in the disruptive digital transformation over a traditional medium as the Digital Business Manager and later as Vice President of Digital.

“After having the most rewarding experience to engage with Franciso and his team as a participant of impreMedia’s Board of Directors for the past few years, I am now very excited to move into the next phase of my career replacing Francisco as the leader of this talented team. Although I will have big shoes to fill, I feel I am up for the challenge and focused on further developing impreMedia into a sustainable and growing business.”, said Gabriel Dantur.

impreMedia has a digital and print portfolio of trusted, influential brands that reach a highly engaged, multi-generational Hispanic audience. La Opinión in Los Angeles is the nation’s #1 Spanish-language daily newspaper, while El Diario in New York is the oldest Spanish-speaking daily. It also publishes La Raza in Chicago, La Opinión de la Bahía (formerly El Mensajero) in San Francisco, and La Prensa in Orlando. In 2014 , impreMedia launched  Studio Ñ, its creative agency focused in providing highly customized products and services to  clients looking to reach the evolving US Hispanic audience.

Gabriel Dantur has been appointed new CEO at impreMedia effective January 1, 2016. Dantur replaces Francisco Seghezzo, who will return to Argentinean newspaper La Nacion (impreMedia’s owner) in Buenos Aires Argentina. Check out Dantur’s view of the media space in the video below.

ImpremediaGabriel Dantur has been appointed new CEO at impreMedia effective January 1, 2016. impreMedia was acquired by Argentinean Media Group La Nacion almost four years ago and the leadership of the company out of its New York City headquarters was held by also Francisco Seghezzo ever since he replaced Monica Lozano in June 2014. Since the acquisition by La Nacion, impreMedia’s efforts have been focused on transforming the company into a sustainable and successful business. Beyond the traditional printed products that have seen redesigns, impreMedia claims to have grown exponentially with its digital offerings and developed an in-house market solutions division called IM Studio ñ focused on providing client centric services, strategic consultation, creative and content marketing.

Although I will have big shoes to fill, I feel I am up for the challenge and focused on further developing impreMedia into a sustainable and growing business.

Below a (VIDEO) of Gabriel Dantur which heps to explain his view of a modern media company (Presentation: The future of Latin media at the 2012 Edition of the Portada LatAm Summit in Miami.)

Digital Media and Tech Experience

For this new stage, new CEO Gabriel Dantur will bring his experience in digital media, technology and innovation. Dantur is an industrial engineer who graduated from Buenos Aires University. He started his professional career in 1988 as a sales support engineer at IBM, and for the subsequent 10 focused on the consumer package goods industry in companies such as Best Foods, Ferrero, Molinos Rio de la Plata and Kimberly Clark. In 1999 he followed his entrepreneurial spirit to work at an e-commerce start-up and in 2002 he became the Regional Marketing Director for Kodak Latin-America. In 2006 Gabriel joined LA NACION to collaborate in the disruptive digital transformation over a traditional medium as the Digital Business Manager and later as Vice President of Digital.

“After having the most rewarding experience to engage with Franciso and his team as a participant of impreMedia’s Board of Directors for the past few years, I am now very excited to move into the next phase of my career replacing Francisco as the leader of this talented team. Although I will have big shoes to fill, I feel I am up for the challenge and focused on further developing impreMedia into a sustainable and growing business.”, said Gabriel Dantur.

impreMedia has a digital and print portfolio of trusted, influential brands that reach a highly engaged, multi-generational Hispanic audience. La Opinión in Los Angeles is the nation’s #1 Spanish-language daily newspaper, while El Diario in New York is the oldest Spanish-speaking daily. It also publishes La Raza in Chicago, La Opinión de la Bahía (formerly El Mensajero) in San Francisco, and La Prensa in Orlando. In 2014 , impreMedia launched  Studio Ñ, its creative agency focused in providing highly customized products and services to  clients looking to reach the evolving US Hispanic audience.

 

 

As the ultimate reality TV, sports is the one place where advertisers and agencies are confident that consumers will watch their commercials without skipping or time-shifting, although Steve Mandala EVP Advertising Sales at Univision said at the Upfronts  that Univision is unaffected by fragmentation. Let’s take a look at what the networks boasted in terms of Sports content offerings at last week’s Upfronts in New York City.

DOWNLOAD Portada’s 2015 Soccer Marketing Guide!: Portada’s 2015 Soccer Marketing Guide!

ESPN and ESPN Deportes

Photo: Milas Page. Creative Commons.
Photo: Milas Page. Creative Commons.

ESPN says 97% of its viewing occurs live vs. 57% for entertainment programming on broadcast networks. ESPN Deportes announced at its Upfront in New York City new initiatives focused on strengthening the network’s digital video offerings, original content lineup and diverse programming. Special guests included Spanish soccer star David Villa, who recently debuted with MLS’s newest team New York City FC, and ESPN Deportes’ on air commentators including Hugo Sanchez, Alejandro Moreno, Antonietta Collins, Alfredo Lomeli and recent Sports Emmy-award winner Ernesto Jerez. The presentation emphasized the importance of multimedia, multiplatform content and live programming to engage and reach the avid Hispanic sport fans, underscoring their power and relevance in sports consumption. The network’s success in delivering the most diverse sports programming will be the groundwork for the brand’s focus on live, diverse programming in 2016, highlighted by the return of the UEFA European Championship. ESPN will be the exclusive home of the 2016 UEFA European Championship. In addition the Network will be available on Sling TV. The network also launched ESPN Quick Hits, a collection of short-form videos across ESPN Deportes’ digital properties.

impreMedia Activates ESPN Print Extensions

Starting this fall, ESPN Deportes La Revista will expand its editorial offerings by adding Hombre ESPN, a new section dedicated to fashion, lifestyle and culture of the Hispanic athlete, featuring articles, interviews, trends and travel. Hombre ESPN will debut in the August/September issue. impreMedia, one of the leading Hispanic news and information companies in the U.S., continues to publish ESPN Deportes La Revista (circ. 250,000). The magazine publishes six issues per year and is distributed in the top Hispanic DMAs through a matrix structure that includes single copy sales/newsstands and newspaper delivery. George Ayala, VP Advertising Eastern Region, at impreMEdia tells Portada that 250,000 copies are going to be distributed with a matrix distribution model: some inserted into impreMEdia papers the balance newsstand sold.
Regarding ESPN Hombre, Ayala notes that “ESPN-Hombre is a new section within ESPN highlighting the fashion & life style of Latino athletes when not in uniform. It will feature them from formal to sportswear, favorite travel destinations, drinks, technology etc. providing a great environment for Fashion, Auto, Travel, Beverage and other related categories to showcase their products.” He adds that “The ESPN + program for advertisers is simple, we will pick up the ad and run it within our sports section of our newspapers hence extending the reach to over 3,000,000 readers when you combine ESPN and our newspaper readers. There is also an online, mobile, social media and event component to the print program in order to maximize the advertisers reach of US Hispanic men. It’s an offering only ImpreMedia can do to help advertisers reach Latino men in the U.S.”

Univision Deportes

Univision Deportes’ new offerings include the launch of UD Fantasy, which aims to engage the 41 million players of fantasy sports. Fans will be able to create their own fantasy team and compete for the overall ranking, join private leagues with their friends, and challenge UD talent. “UD Fantasy” will launch in July 2015, for the next Liga MX Apertura and gradually expand to other leagues. A highlight in Univision’s programming is “Copa America Centenario next June in the U.S. A soccer event 100 years in the making. Sixteen national teams, including the United States, Mexico, Argentina and Brazil, will compete for the first time on U.S. soil for the championship of all the Americas. Two major soccer confederations.

Azteca’s Viernes Futbolero

“Our ‘Viernes Fútbolero’ (Friday Night Fútbol) sports franchise has become appointment television for our audience delivering major ratings success for our network and our clients,” stated Court Stroud, Executive Vice President, Network Sales and Digital, Azteca America. “This upfront season we continue to innovate and deliver the most value and maximum ROI to our agencies and clients through expanded, cutting-edge, on-air brand integrations, digital content marketing and creative branded entertainment solutions.” More on Azteca’s upfront here.

BeINSports

beIN SPORTS has the exclusive English-language and Spanish-language rights to Copa America, the month-long tournament that will be held in June in Chile featuring the giants of South America including Brazil, Argentina, Colombia and Uruguay as well as the other CONMEBOL countries and invited nations Mexico and Jamaica.

Telemundo and NBC Universo snatch Concacaf World Cup Qualifier Rights

Telemundo and NBC Universo have won Spanish-language broadcast rights to all CONCACAF World Cup qualifying matches played outside of the United States and Mexico in the 2018 and 2022 cycles. The deal was announced last week in New York at the glitzy upfront presentation for the over-the-air network and its sister cable channel. Both brands’ sports properties have been merged into a new NBC Deportes division within Philadelphia-based Comcast’s multimedia empire. For some time now, Telemundo has bought broadcast rights to Mexico’s road World Cup qualifiers, wherever they have been. Each CONCACAF nation owns the rights to its home games. Mexico games have long drawn an audience worth the expense. When it came to United States games, though, the demand didn’t always exist to justify paying the ransoms demanded by Caribbean and Central American nations. So Traffic Sports, CONCACAF’s marketing agency, put the games on closed-circuit or pay-per-view television. For NBC’s Telemundo the deal is a logical extension as it already has the Spanish-language rights to the 2018 World Cup Tournament in Russia and 2022 in Qatar.

More about the 2015 TV Upfronts: Upfronts: Broadcasters Aim to Keep Hispennials Watching, while Agencies Crave MeasurementAzteca to Enable Integrated Linear and Digital Video Planning by Q4 2015.

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impreMedia’s New York daily newspaper El Diario just revealed a new editorial design and format. Portada asked Juan Varela, VP Content at impreMedia and the brain behind the redesign, about the “new” El Diario. Varela joined impreMedia as VP of Content in 2013. In this role, Varela is responsible for content creation across all of impreMedia’s platforms including newspapers, magazines, custom publishing and digital properties. El Diario currently has a weekday circulation of 35,000 and more than one million unique users on its website as well as more than 300,000 fans on Facebook.”

 

El Diario redesignWhat type of digital and print properties should a Hispanic community publication like New York’s El Diario have? Juan Varela, VP Content at impreMedia seems to have the answer. “We are trying to redefine the concept of a quality popular newspaper. We took the best of tabloid press in the US with the experience of the reinterpretation of popular tabloids specially in Latin America. But today print design is as important as the experience in mobile apps and tablets. We are trying to cross borders between print and digital and merge the news needs with the impact and colorful experiences of mags and their reinterpretation in tablet design.” One major question relating to any newspaper redesign in the digital age is whether the editorial design fits with the online design. According to Varela, “it is more a question of content architecture and structure, not only design. The new print newspaper leaves the section concept and adopts a dynamic structure around topics with hashtags. This is the same structure and navigation compared to digital. We are building a unique experience for our audience and speeding up the convergence in the newsroom.We are rethinking the newspaper from mobile and social networks to achieve the same reader experience in print and digital. Our journalists are producing a lot of content digital first in our sites and in social networks, and afterward we use this content to publish the paper.”

It is more a question of content architecture and structure, not only design.

Varela adds that the new “El Diario tries to take advantage of digital formats and shows contents and news with the same dynamic navigation and using resources that readers use everyday with their mobile phones, social networks and other devices.”

Stag is the new Font

Varela notes that the new font is Stag, a very contemporary and modern typography with a lot of versatility to produce different digital and print products.”Stag is a reinvention of the old Egyptian families of types and a strong and modern look. Legibility is one of our obsessions and these are fonts with a great distinction, combination of soft and strong forms and a large x-height. (In typography, x-height is the distance between the baseline of a line of type and tops of the main body of lowercase letters The x-height is a factor in typeface identification and readability.)

Ad-integration in Editorial?

Varela notes that the “new El Diario adds more non traditional ad positions to maximize ad effectiveness with better integration with editorial content.” Will other impreMedia newspapers and websites  such as La Opinion in Los Angeles  be doing similar changes?

This new structure and design allows us to gain productivity with people working digital first in several newsrooms and adapt common content for local experience.

“Yes, we have been working on a flexible content structure for our daily newspapers to produce a similar experience with different look & feel, Varela notes.. “La Opinión and El Diario have different audience and different needs in terms of reader experience and how to show content. But this new structure and design allows us to gain productivity with people working digital first in several newsrooms and adapt common content for local experience.”

A career in Spanish-language Journalism

Juan VarelaJuan Varela  has more than 20 years of editorial, news and content creation expertise. Prior to joining impreMedia, he was a journalist, columnist and business and editorial consultant. He has worked with more than one hundred media organizations in twenty countries across Europe and Latin America as the owner and director of the media consultancy Mediathink.Varela was previously a media columnist with ElDiario.es in Spain from 2012-2013. He has authored the media and journalism blog Periodistas 21 since 2002, and in 2004, the blog received The Bobs Prize of Deutsche Welle, recognized as the best media blog in Spanish. Varela was a columnist forEstrella Digital, a national news website in Spain from 2008-2012 and a columnist at Soitu.es, aMadrid-based news website from 2008-2009. He was the founder and executive editor of the news website ADN.es in 2007 and worked from 1999 to 2005 with Vocento, the main group of Spanish newspapers, to develop a multimedia plan to transform eleven regional newspapers in powerful multimedia news brands.Varela served as a columnist for the Spanish edition of Foreign Policy from 2004 to 2012, the research magazine Telos from 2005 to 2011, Cuadernos de Periodistas – the professional magazine of the Madrid Journalist Association – from 2005 to 2013, as well as other newspapers and magazines. He served as the managing editor of the national newspaper Diario 16 from 1995-1997. Additionally, Varela was both the managing director and art director of El Periódico de Catalunya in Barcelona from 1992-1995. From 1993-1995, he was the associate editor of Grupo Zeta, an owner of magazines and newspapers such as El Periódico. From 1990-1992, he was the founder, art director and managing editor of El Sol. From 1996-1999, Varela was CEO and General Manager of Mediacción Consultores, S.L., a news consultancy specializing in content, product, news business, newsroom organization and design. Varela is the author of two books, Blogs. La conversación en internet que está revolucionando medios, empresas y a ciudadanos, and La blogosfera hispana: pioneros de la cultura digital, both of which published in 2005.

What: Impremedia’s El Diario has revealed a new service-oriented and news content oriented editorial product .
Why it matters: The new design and format of El Diario attempts to increase the connection between the New York City – Spanish-language newspaper and its audience.

image001image002ImpreMedia, the Hispanic news and information company in the United States, has unveiled a new reader product for its brand, El Diario, the nation’s longest-publishing Spanish-language daily newspaper, with a renewed commitment to better address the needs of the Latino community and continue to serve as “El Campeón de los Hispanos,” (The Champion of Hispanics).

The new look of El Diario publication reflects impreMedia’s commitment to invest in its core brands and increase reader engagement.

The new El Diario provides an even more compelling reader experience and reflects the integration of social media into every page.
 

Main attributes featured in the new El Diario:

  • Emphasis on five key editorial and service-oriented categories: News; You and Your Family; Money and Jobs; Sports; and Entertainment; tips and recommendations, useful guides and how-to’s;
  • Original and more flexible content structure of interest to the New York Latino community : including education, immigration, health, housing, small business, jobs,  news about their native Latin American countries and communities, and much more;
  • An improved sports section : Covering soccer (fútbol) around the world, New York’s professional sports teams, and area youth athletics;
  • New format:incorporating social media commentary, more coverage and stories across multiple platforms,  reflecting the way readers assimilate information on digital and mobile platforms.
  • New cover design: featuring  engaging photographs and a new logo.

El Diario has been an integral part of our readers’ lives and of the Latino experience in Greater New York for over a century.This more modern and engaging El Diario, is intended to super-serve the readers’ experience, while integrating it into the multiplatform environment that we provide. It positions El Diario to be an even more visible and prominent presence in the 21st-century media landscape,” said Hernando Ruiz-Jiménez, General Manager of El Diario and Executive Vice President of impreMedia.

“We’re excited to offer our readers a new and enhanced El Diario that is much closer to our reader and the community. This new editorial approach reflects features that they have told us they want and provides the resources and tools they need to enrich and improve their lives today and in the future,”added Juan Varela, Vice President of Content for impreMedia.

What: Monica Lozano leaves Impremedia after 30 years. Francisco Seghezzo, will become CEO of the company.
Why it matters:  Monica Lozano has been at the helm of major Hispanic newspapers, first at La Opinion and later at impreMedia, for three decades. The move reflects Argentina’s La Nacion taking over the top management position at impreMedia after a 2 year transition phase.

IMPREMEDIAImpreMedia announced that Monica C. Lozano will depart as CEO of the company and as Publisher of La Opinión. She will remain as Chair of the Board of impreMedia’s parent company, US Hispanic Media Inc. The move will enable Lozano, who has been leading impreMedia or its predecessor properties for nearly 30 years, to pursue new career interests. ImpreMedia’s Chief Operating Officer, Francisco Seghezzo, will become CEO of the company effective June 1st.

Lozano began her career in 1985 with Los Angeles Spanish-language, daily newspaper La Opinión, owned at the time by the Lozano family, working her way up to become publisher in 2004. In 2010, she was named CEO of impreMedia, and in that capacity she led the transformation of impreMedia from a newspaper business to a multi-media, multi-platform, content company. In 2012, impreMedia was acquired by Argentina’s La Nación through its subsidiary, US Hispanic Media Inc. What did mean the purchase?

“I’ve spent almost 30 years with this company and want to take on new challenges,” said Lozano. “I’m extremely proud of all that we’ve accomplished at impreMedia, but there are times in one’s career when change feels right. With Francisco’s capable leadership and proven track record of success, this transition comes at the right time with the right person in place. I’m eager to pursue other opportunities that are ahead. Retaining my role as Chair of US Hispanic Media Inc. while I explore those opportunities is a prospect that I relish.”

Chck out a history in links of impreMedia

What: EPMG has partnered with impreMedia to launch a comprehensive print, digital and experiential 2014 Soccer World Cup program.
Why it matters: The sport program will run 6 consecutive weeks through Jun 18, 2014. Advertisers will be able to leverage at least 28 Spanish-language publishers across 20 different markets.

descarga impremedia
Multicultural media placement firm EPMG has announced they have partnered with impreMedia, the Hispanic news and information company, to launch the most comprehensive print, digital and experiential 2014 World Cup program to date.

This partnership will facilitate one of the largest World Cup footprints, with a combined print circulation of over 2 million and nearly more than 9 million unique visitors online. impreMedia brings Los Angeles La Opinion, New York’s El Diario/La Prensa, Chicago’s La Raza and other Hispanic newspapers to the table. While EPMG’s deep publisher relations provide many other major Hispanic newspaper digital and print properties nationwide.

Advertisers will be able to leverage 28 of the strongest Spanish-language publishers in the country, with reach in Los Angeles, Dallas, Houston, Miami, Chicago, New York and 14 other markets.The in-depth sports coverage will run 6 consecutive weeks through  Jun 18, 2014.

“Earlier this year, we released data from our custom Nielsen study that stated the top two Spanish-language newspapers in LA reach 79% of all Latinos in the area on a seven-day basis,” said Trevor Hansen, CEO, EPMG. “Imagine that level of engagement, but across 20 different markets. This is the massive reach that our partnership with impreMedia can deliver.”

“We are thrilled to partner with EPMG on this multiplatform World Cup solution,” said Fernando Lang, vice president of sales, impreMedia. “We’re excited to leverage our set of publishers, as well as other top Spanish-language publications in the country, to provide a scalable solution for advertisers trying to reach the market.”

Earlier this year Portada published the 2014 Soccer Marketing Guide in partnership with AC&M Group and Soccer.com. DOWNLOAD it here (free registration required).

A few tidbits from last week’s AHAA Annual Conference: The Rupert show, impreMedia’s plans, Total Market Definition, Is Facebook poaching employees from Univision? and more…

    • The Rupert Show

murdochHaving Rupert Murdoch, Executive Chairman of News Corp and the most powerful media owner in the world speaking at a Hispanic marketing conference was certainly a big coup for AHAA and a vote of confidence in the Hispanic marketing space. Murdoch  stunned the crowd by voicing his support for immigration reform and no caps for H1 visas: ““Immigrants or their children have founded 40 percent of Fortune 500 companies,” he said. “Pfizer, Google, eBay were all started by immigrants… and we will not get out of this recession until we give people (like Hispanics) the freedom to start small businesses.” And we ask: Why do Murdoch’s views not align with those of some of his most representative media properties like Fox News, The London Times and the New York Post?

 

    • Total Market Approach: Now we have a definition!

In collaboration with the Association of National Advertisers (ANA) and a broad coalition of brands and ethnic and general market agencies, AHAA unveiled an industry definition for Total Market. A very useful development as “Total Market” (buzzword?) now belongs to the most used Marketing terms. So here is the definition: A marketing approach followed by corporations with their trusted internal and external partners which proactively integrates diverse segment considerations. This is done from inception through the entire strategic process and execution, with the goal of enhancing value and growth effectiveness. In marketing communications, this could lead to either one fully integrated cross-cultural approach, individual segment approaches, or both in many cases, but always aligned under one overarching strategy.”

Leading Marketers presented examples of Total Market campaigns including Huggies, Kellogg’s, Pine-Sol and Wells-Fargo, where CMO Jamie Moldafsky showcased the company’s strategy is a mix of common core values with custom activations that satisfy cultural nuances and mindsets.

    • impreMedia’s plans

Lizbeth Rodriguez, the recently appointed National Marketing Director at impreMedia shared her plans for the Hispanic digital and print media company with Portada’s Editorial team. Rodriguez, who works closely with Hernando Ruiz-Jiménez, Executive Vice President and General Manager, East Division at impreMedia, says that her main mission is to integrate marketing efforts by utilizing the company’s multimedia platform. Advertisers, including retailer Macy’s, are increasingly offered a multiplatform approach (digital, video, print) with the objective of them taking advantage of impreMedia’s local properties (NYC, Los Angeles, San Francisco, Houston, Chicago and Orlando). Rodriguez calls this a total market approach with “local targeting”. impreMedia newspapers and websites are currently undergoing a redesigned under the leadership of Content Director Juan Varela.

    • Is Facebook poaching employees from Univision?

Facebook had a significant presence both in the program of AHAA as well as in the attendee count. The social media giant is investing substantial resources on its expansion plans in the Hispanic market.
Interestingly, many leading executives that work with Hispanic market accounts at Facebook come from Univision. In late 2013 Christian Martinez, previously Vice President of Network and Interactive Sales at Univision, joined Facebook to help run ad sales for the U.S. Hispanic market based in Miami. Similarly, late last year David Lawenda joined Facebook as VP, Global Sales. Lawenda previously had been  president of ad sales and marketing at Univision. Facebook has the technology and the audience, but it is obviously trying to get more muscle when it comes to reach out to Hispanic targeted brand marketers and agencies. Hence the move of some executives from Univision to Facebook.

What: ImpreMedia will launch the celebrity photo-based website Flashpik.com for the US Hispanic market.
Why it matters: The tool has been designed for ImpreMedia’s mobile audiences, which account for 69 percent of impreMedia’s total digital audience.

IMPREMEDIAImpreMedia has announced the launch of Flashpik.com, a celebrity photo-based website for the US Hispanic market.

Flashpik.com features global celebrity content and enables fans to engage through an interactive tool that allows them to voice their opinions on the photos.

The new launch comes at a time of digital audience growth at impreMedia, which now reaches 5 million online and mobile visitors monthly and constitutes 44 percent share of impreMedia’s total audience composition, according to the company.

At present, 69 percent of impreMedia’s total digital audience accounts for mobile devices compared to 51 percent in 2012.

Prior to this year, impreMedia’s reach was driven by its network of newspapers and magazines.

Mobile

Flashpik.com has been specifically designed by impreMedia for mobile audiences and allows impreMedia to enhance its content offering, expand product reach and provide custom advertising options for local and national brands across multiple screens and devices including digital, mobile and tablets.

“We’re experiencing tremendous growth across all of our digital properties thanks to our robust community of highly engaged, socially active mobile users. The launch of Flashpik.com not only marks our first major product initiative in the mobile space but is also a testament to the commitment we’ve made to innovating and delivering to each of our audience segments, in this case the burgeoning Latino millennial market, market advertisers are vying to reach,” said Ivan Adaime, VP Digital.

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