November 7, 2006
Batanga Strengthens Position among Latin Youth with LatCom Acquisition
Batanga.com, the Hispanic entertainment and social networking site, has decided to add a new dimension to its marketing approach by offering Hispanic college students branded entertainment events and a few new websites.
Batanga announced that it has purchased New York-based LatCom Communications from Davidson Media Group. LatCom is well known in the world of marketing to Hispanic students. Batanga CEO Rafael Urbina characterized the acquisition as a branding platform for the company.
“We can offer our advertisers placement in LatCom's properties and vice versa. It's a good fit,” Batanga CEO Troy McConnell told Portada, although he was unable to disclose the terms of the transaction.
The LatCom acquisition is the latest move in Batanga's expansion strategy, which included the purchase of eLatinMusic.com in early November, re-branding the site as the Batanga Music Download Store.
Batanga.com, which now reaches over 3.5 million unique visitors a month, claims that the site's visitors stay an average of five times longer in their site than on the nearest competitor's, which they site as Univision.com, according to ComScore.
The acquisition will bring Latcom properties LatinoGreeks.com, LatinosStep.com, LatinoUniversity.com and iCaramba.com to Batanga. It will also yield two magazines, Latino University (200k, bi-monthly, English)and Latino High School(100K, 2x/year, English), for Batanga. Both magazine's cater to English-dominant Hispanics in their respective stages of education.
