What: LionHeartDigital (LHD), the Hispanic newspaper network backed by multicultural advertising placement firm EPMG, just introduced MamayFamilia, a Spanish-language parenting content site. Other products in other verticals are under way.
Why it matters: The share of Hispanic newspapers in the Hispanic digital ad market is relatively low (compared to the share general market newspapers have in the overall U.S. digital market). Efforts such as this one attempt to increase publishers share in the growing Hispanic digital advertising market.
Hispanic newspaper publishers are trying to get a larger share of the Hispanic online advertising market. Lion Heart Digital (LHD), the Hispanic newspaper network backed by multicultural advertising placement firm EPMG just introduced MamayFamilia, a Spanish-language parenting content site.
“Mama y Familia is a content program born out of EPMG/LHD publishers. At the EPMG/LHD annual publisher conference we review the previous year and discuss opportunities for the upcoming year – where together we are stronger,” Ginger Neal, President & Chief of Strategy at Lion Heart Digital tells Portada. Neal adds that “this year there was unified agreement that content was an opportunity and parenting content was of particular interest across all markets. We worked with publishers to help develop the opportunity to provide deeper and more frequent content and boost the local publisher audience.” Neal notes that other products in other verticals are under way.
There was unified agreement that parenting content was of particular interest across all markets.
Mama y Familia obtains content from LHD partner newspapers, which include Hoy Los Angeles, Al Dia Texas, El Latino San Diego, La Voz de Houston, El Tiempo Latino in Washington and Mundo Hispanico in Atlanta. “The LHD team worked with newspaper editors to determine content needs and launched a robust channel that local editors could build upon. We leveraged the power of the group and organized additional content on behalf of the publishers.” Neal says.
Dr. Helen Troncoso is a Mama y Familia regular contributor. Dr. Troncoso is an advocate for women’s health and holds a doctorate in physical therapy. Dr. Troncoso’s Mama Y Familia blog focuses on fitness myths, great exercises and health reminders specifically for Latinas.
Local Publisher Markets
An important element of Mama y Familia’s program is audience development. “This is the first content venture with our publishers and year one the goal is audience driven. We want to help publishers specifically build their local Latina audience. As we gain scale, we have high revenue expectations for national advertisers looking to reach Latina’s through local publisher markets,” Neal notes. She adds that there are no plans to have print extensions at this time.