Given the terrible economic climate for categories like automotive, some carmakers are cutting back or cutting out their Hispanic online initiatives altogether. But what if they could get a discount from publishers who understand their difficulties and are eager to keep them as advertisers?

That is exactly what is happening with at least some websites. David Hoover, Online Ad Sales Manager for US Media Consulting, tells Portada that the company has been going to publisher sites and negotiating steeply reduced rates for distressed advertising categories like automotive.

"Everyone knows what a tough time auto has had, and its not good for anybody if these advertisers pull the plug altogether. So we’ve been negotiating discounts of up to half off and have seen some positive results,” says Hoover.

He says that Infiniti, which had cancelled its Hispanic Online buy for most of 2009, came back to the table and resumed their program.

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