Q4 2010 Portada Digital Magazine

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Cover story

It's all about Local!

National Advertisers are increasingly focusing on local media to target Hispanic consumers. Technological developments, a wide array of media offerings, and the high audience engagement of local media newspapers, local radio, local TV and digital including local search- are the main reasons behind this trend.
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Content Analysis

The Pelaez Case: How Did Hispanic Media Cover It?

In late June an unprecedented event unfolded in the U.S. Hispanic media industry. A renowned journalist and columnist was arrested along with ten other people, including her husband, on charges of suspected espionage on behalf of the Russian Federation. As we know, the journalist in question was Vicky Pelaez, a columnist for El Diario/La Prensa, which is owned by ImpreMedia. The case led to widespread coverage in both English and Spanish-language media, and allowed us to see how U.S. Hispanic media and the U.S. English-language media and Latin American media can end up competing covering the same news.
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Our View

A Test for the Hispanic Marketing and Media Sector

At the end of this year the U.S. Census Bureau will provide the President of the United States with the first results of the 2010 Census. Throughout 2011 more results will be provided to both the states and federal level (Washington).
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Statistics in Context

World Cup Smashes Internet Traffic Records

On the opening day of the World Cup last June 11th, 12.07 million visitors per minute were on the Internet worldwide, or 130% more people than are usually online. World Cup South Africa 2010 set a new Internet audience record, surpassing even the most recent U.S. presidential election that saw Barack Obama elected President, which drew 8.5 million hits per minute (according to AkamaiTechnologies Inc).
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2010 Panregional Advertising and Media Summit

Portada's Annual Summit is becoming the annual meeting point for the Global Latin Advertising, Media and Content World. Plans for an expanded 2011 Summit. Main points: Increasing Confidence in Latin America, The Efficiency of Panregional Media Buys, The Relevance of Media Brands and more…
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