Impremedia and Atlanta Latino yesterday announced a partnership under which the two companies will share their content via print, online, TV and mobile platforms (read press release here). But what else is behind the announcement and does it reflect a new trend under which independent regional (print) media companies partner with larger companies so they can offer advertisers a national footprint?
Portada talked to Farid Sadri, president and CEO of Atlanta Latino to find out. Sadri answered with a “yes” whether Impremedia is going to sell advertising into Atlanta Latino’s media properties (a fact that was not included in the press release). “Impremedia will sell advertising to all our media platforms including advertising on our web site,” he adds.
Asked whether he would recommend other regional publishers in the U.S. Hispanic market to enter into alliances with Impremedia, Sadri noted that he is extremely pleased that impreMedia approached Atlanta Latino with the idea and is looking forward to a strong and mutually beneficial partnership with Impremedia.”
Impremedia offers national advertisers its owned and operated media (newspapers and associated multimedia platforms) in New York, Los Angeles, Chicago, Orlando and San Francisco, as well as its national magazines and websites Vista and La Vibra. It will now be able to add the Atlanta market through the Atlanta Latino alliance. McClatchy Hispanic newspapers El Nuevo Herald (Miami) La Estrella en Casa (Dallas Ft. Worth) and Vida en el Valle (Sacramento and Fresno, CA) are also sold by Impremedia to some advertisers per an agreement signed between McClatchy and Impremedia in 2008.
Portada asked Sadri about the difference between working with rep firms/agencies such as Ethnic Print Media and Alloy who also sell national footprints (of different newspapers) and the Impremedia agreement . “We have worked with EPMG and Alloy for years and will continue to do so. Our new alliance with Impremedia will not change that. With this new deal the objective is to increase the national ad dollars by bringing a new pool of clients and advertisers to our market and our publication as well as our other platforms. The alliance also enables us to take advantage of national sales resources that Impremedia has and we as small publication lack.”
“We also believe that Atlanta Hispanic market underperforms considering the size of the Hispanic population and spending power they represent. We are also looking forward to the 2010 Census as we anticipate a significant increase in the size of our market which should result in increase in national ad dollars spent. “
According to Sadri, the estimated size of Hispanic ad market in Atlanta DMA is approximately $40 million with under 15% going to print and online media outlets.
Atlanta Latino’s main properties are a 20,000 bi-weekly newspaper, website ,www.atlantalatino.com ), a community TV show available on Telemundo Atlanta and on www.atlantalatino.com, and a new mobile platform.
Sadri adds that his web site will not be incorporated into impre.com. “However we have presence in each other sites. Impremedia has a widget on the home page of www.atlantalatino.com and Atlanta Latino is listed under Impremedia publications on the left navigation bar on impre.com."