As part of the deal, Terra will take over all ad sales responsibilities for the MySpace-like MiGente.com, which is aimed primarily at bilingual second and third generation U.S. Hispanics. According to Terra USA CEO Fernando Rodriguez, the combination of Terra’s 2.5 million unique U.S. users and MiGente’s one million monthly uniques and 3.2 million registered users will help attract advertisers interested in scale. “That should put us ahead of most in the category,” Rodriguez said.
In addition to ad sales, Terra will provide exclusive English and some Spanish-language content to MiGente, including news, sports, entertainment and celebrity interviews. Rodriguez believes this distribution deal will introduce Terra’s content to new users, and isn’t concerned that it might diminish Terra’s own traffic.