Confirmed: La Nación Buys impreMedia

Confirmed: Argentinean Newspaper Group La Nacion buys Impremedia, as Portada published a few weeks ago.

impreMedia announced today that US Hispanic Media Inc. (USHM), a subsidiary of S.A. La Nación, has reached an agreement to become impreMedia’s strategic and controlling shareholder.

This agreement will enable impreMedia to accelerate its transformation into a robust multimedia company by combining impreMedia’s knowledge access to the U.S. Hispanic market with USHM and La Nación’s know-how across print and online media platforms in Latin America.

“impreMedia has a strong history of quality content that deeply engages audiences, local brands that resonate with the local communities they serve, market knowledge and an entrepreneurial approach. These elements constitute an outstanding platform for further development of new products, with an aim to attract new audiences and become the first choice for advertisers addressing the US Hispanic market,” stated Eduardo Lomanto, USHM President.

Monica Lozano will remain CEO of impreMedia. Its editorial content will remain under the direction and control of impreMedia’s newsroom staff, and current management of impreMedia will also remain. In addition, Francisco Seghezzo, former Corporate Planning Director of S.A. La Nación, will join impreMedia as COO. 

The 2010 Census re-confirmed the undisputed importance of the U.S. Hispanic market. The arrival of a prominent Latin American media company signals the increased confidence of international firms in the exploding U.S. Hispanic media market, and also in an established entity and important player in the industry like impreMedia.

“USHM and La Nación bring both the expertise and resources needed to take us to the next level. La Nación, established as a national Argentine newspaper in 1870, has strong ties with the most important newspapers in Latin America, and is a founding member of the Grupo de Diarios America, an association that includes the most prestigious papers of the region. During the last decade, it has been successful in transforming its profile to also become a top magazine publisher and a digital company with strong product offerings across all platforms, and presence in several Latin American countries and Spain. Their recent award from the Online News Association for ‘General Excellence in an Online News Site’ is a testament to their digital prowess,” said Monica Lozano, CEO of ImpreMedia.

According to Kantar, ten out of the top ten largest advertisers all advertised with impreMedia in 2011.

impreMedia, known for its top brands such as La Opinión, El Diario and Vista, reaches 25% of all US Hispanics with an audience size of almost 11 million and a footprint in 15 top Hispanic markets. Over the past year it has experienced an unprecedented 34% growth in total audience and has almost doubled its online audience.