Author Archive

Susan Kuchinskas @susankuchinskas

Susan has been covering digital media since they were invented. She began her career as a design writer and then became a senior reporter for Adweek, covering the launches of Google, Amazon, Overture and DoubleClick, among many others. She was a senior writer covering marketing for Business 2.0, and then helped found M-Business, a magazine about the mobile industry that, in 2001, was way before its time. Since 1993, she's reported on the internet, digital culture, technology and science. Her work has appeared in Mediapost, ClickZ and other digital publications, and she consults on content strategy for technology and financial clients from a home office in the San Francisco Bay Area.
Susan reside en la Bahía de San Francisco, muy cerca de Silicon Valley y ha cubierto los medios digitales desde que se inventaron. Empezó su carrera como reportera de diseño y luego ocupó la posición de reportera senior de Adweek, cubriendo los lanzamientos de Google, Amazon, Overture y Doubleclick, entre muchos otros. También fue reportera de mercadotecnia en la revista Business 2.0 y luego ayudó a fundar la revista M Business, una publicación sobre el Mercado del móvil que se lanzo antes de que llegara el auge de ese vehículo. Desde 1993 ha reporteado sobre Internet, cultura digital, tecnología y ciencia. Su trabajo ha aparecido en Mediapost, ClickZ y otras publicaciones digitales.

Will Ad Money Follow News to Social Media?

Social networks make work more complex for traditional media companies as they compete for consumer attention particularly the coveted Millennial.  An even bigger challenge  is to find a way to monetize that attention. What strategies and tools can media companies rely upon when it comes to monetize their content at social networks? An in-depth feature story by Portada’s Digital Media Correspondent Susan Kuchinskas.


Social Marketing: How Bolzter Creates a Social Graph for Each Lead

Social Marketing Platforms create a social graph for each lead by tracking that lead’s connections and behaviors. This allows a company to generate leads from its existing cluster of customers, and then use social and display advertising for targeting. The Social Marketing sector is red hot. Acquisition-crazy Gravity4  just bought Bolzter to Add Lead Gen to its Marketing Cloud for further expansion in the U.S. and Latin America.


Latin Interactive World: Allrecipes Connects Brands with Passionate Cooks from Alaska to Patagonia

In a converging world, Allrecipes offers advertisers the best of local and global. Allrecipes is a community-driven network of websites where home cooks can share recipes – and brands can connect with their passion for serving nourishing and delicious home-cooked meals. With Spanish-language sites localized for Mexico, Argentina and Brazil, the recipe hub has found […]


LINKAGE: Dump the Donald, Clout and Pride…

The latest news on Hispanic media and marketing features Dodge, Acosta, Google, Twitter and Ipsos MediaCT. Restaurants put money where the mouths are While in general, marketers seem to underspend to reach Hispanic consumers, targeted restaurant spending has increased 11.4 percent from 2010 to 2014, according to the AHAA. At the same time, the restaurant […]


LINKAGE: Mainstream Marketers Go after Hispanics but Pharma Lags

The latest news features MassMutual, Meredith Hispanic Media, Vice, Microsoft and Fast Company. Pharma companies lag in Hispanic marketing Some pill-pushers just don’t get it – it being the importance of Hispanic consumers to any company. According to an analysis and report from AHAA, Johnson & Johnson-Janssen-Ortho-McNeil leads in marketing targeted to the nation’s Latinos, […]


LINKAGE : Fox Acquires Majority of National Geogrpahic

Nuances of culture are important for anyone trying to reach Hispanics, from political candidates to mainstream brands to media. Fox Buys Majority in National Geographic Magazine and Cable: Will  Climate Change Denial Win? The 127-year-old nonprofit National Geographic Society has struck a $725 million deal that gives 21st Century Fox a majority stake in National Geographic magazine […]


LINKAGE : Latest News about NBCU, TuYo, IAB and Car Sales

NBCUniversal announces CultureFirst, the IAB hosts a multicultural town hall, Hispanics could drive auto sales, while the New York Times examines what makes multicultural TV shows relevant to all. Universality Is Key to Crossover Appeal of TV Programs The Hispanic audience is fragmenting along with all other TV audiences, as a plethora of over-the-top video […]


LINKAGE: Adios Don Francisco, Hooking Up with Tech Companies Works for Hearst, Adsmovil and SBS Jump on Programmatic…

A lot is going on this week says Susan Kuchinskas including ‘how Hearst Tech partnerships make ad sales — and ads themselves — snazzier’, an Adsmovil-Pubmatic deal for programmatic, Sabado Gigante bidding adieu and more… Print and Video: Better Together Hearst Media put together an eyeball-grabbing campaign for Chevrolet that planted an actual video screen […]


Major League Baseball Launches Big Hispanic Campaign

Hispanics are widely represented in baseball, including more than 20 percent of players. If you include players with some Hispanic heritage, that jumps to 30 percent. While MLB has long reached out to Latinos, Opening Day 2015 on ESPN Sunday Night Baseball revealed the kickoff of the organization’s first Hispanic ad campaign via LatinWorks.


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ONLINE VIDEO ROUNDUP: Click-Through Rates Down, Programmatic Ad Spend and Revenues Up

ONLINE VIDEO ROUNDUP: Click-Through Rates Down, Programmatic Ad Spend and Revenues Up

A summary of the most exciting recent news in online video in the U.S., U.S.-Hispanic and Latin American markets. If you're trying to keep up, consider this your one-stop shop.


BRAND MARKETING ROUNDUP: Google, Microsoft Most Authentic Brands, Consumers Make Purchasing Decisions in 10 Seconds

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A summary of the most exciting recent research in brand marketing in the U.S., U.S.-Hispanic and Latin American markets. If you're trying to keep up, consider this your one-stop shop.


Three Golden Rules for Soccer Influencer Marketing

Three Golden Rules for Soccer Influencer Marketing

Influencers have become a major force in sports and soccer marketing. Mexico's Chicharito is just one example. Leading executives from Nike, H K Strategies and Fluvip provide Portada insights on how to make the best use of the soccer influencer market.