“For years, Televisa’s most prominent U.S. division has been Televisa Publishing, with our print publications at the forefront of our operations,” Jacques Hart, Commercial Director for Televisa Digital, tells Portada. “We’ve also had an online presence with Televisa Digital through our flagship portal EsMas.com. So what we’re undertaking now is to marry the two mediums in a way that brings our print and digital content online under one platform.”
Hart says that the end result will be the launch of stand-alone vertical magazine websites for the magazines: TVyNovelas, Vanidades, and Hispanic. In addition, the magazines’ websites will be linked to the company’s flagship site EsMas.com under the applicable channels.
Although EsMas.com originated from Mexico, the site draws approximately 2 million unique U.S. Hispanic Internet users. Users logging from the US are directed to the US version of the portal. Televisa has taken steps to grow this US audience by dedicating an editorial team focused on delivering content and special features tailored to US Hispanics interests and preferences. Guillermo Plehn, Commercial Director for the U.S. Hispanic and Puerto Rican markets at Televisa Publishing, spoke last week about content preferences and digital media's impact on print media at the 14th Annual Marketing to U.S. Hispanics and Latin Americans Conference, held in Miami.
By incorporating digital into its portfolio, Televisa Publishing and Digital becomes a one-stop-shop for integrated marketing solutions. Aside from print and digital media, the company’s 360° experience is completed with custom publishing, themed events, mobile, licensing and talent.
Another development taking place is the launch of myautomovil.com, a joint venture with general market auto content producer Motor Presse. Under the deal, Televisa repurposes the premium auto content for Hispanic distribution. “It’s going to be a stand-alone Spanish-language auto site dedicated more to content than brokering leads to dealerships, which is common among some other Hispanic auto sites. In contrast, this is going to be a peer content and advertising-based model,” says Hart. The site is currently in Beta, but plans to launch in March.”
Related Article: Televisa Earnings up 4.3%; Publishing up 6.4% (Oct. ’07)