Search
Close this search box.
Join Forces with Top Brands at Portada Live, NYC, Sept, 19, 2024!

Focus On: “It was not a good idea for Diario La Estrella to reduce frequency”

A Q&A with Mike Cano, Marketing Director of Impremedia. Cano has launched dailies (Al Dia – Dallas) and led many weeklies (Impacto USA, Excelsior etc…) during his career

Content

A Q&A with Mike Cano, Marketing Director of Impremedia. Cano has launched dailies (Al Dia – Dallas) and led many weeklies (Impacto USA, Excelsior etc…) during his career


Portada: What conditions have to be in place to launch a weekly in the Hispanic market?

Mike Cano: I feel the most important conditions that need to be in place to launch a weekly is to have a large enough Hispanic population to get critical mass in readers and advertisers. If you have loyal readers, advertisers will certainly follow.


P: What conditions have to be in place to launch a daily?

MC: To launch a daily, the best condition is to be in a major market with the potential to support the product. However, when I launched Al Dia Dallas, the key for me was having the right people with whom to do it.


P: You know the Dallas/Ft. Worth market very well. Do you think it was a good idea for Diario La Estrella to change to weekly frequency?

MC:  No I don’t think it was a good idea. The Dallas market is large enough for two dailies. Additionally, I believe the competitive element of having 2 dailies in the market was healthy for the industry.


P: What is the advantage of being a weekly vs. being a daily?

MC: The biggest advantage of a daily is the frequency that you can offer readers and advertisers.


P: Do FSI advertisers like weeklies more than dailies or the other way round and why?

MC: I believe advertisers like them both as long as they deliver the readers.

Meet & Learn
Portada Live Events

U.S.

April, 10, 2025

Latin America

April, 10, 2025

Popular Now

Boost Your Sales

Who is Moving Now

The Latest

Hispanic AVOD

Upfront Players Bet on Hispanic AVOD Growth

At the Upfront presentations in New York City, Hispanic-targeted companies like Televisa-Univision, Telemundo, Canela Media, MyCode and others touted their AVOD offerings. Recent data backs the rationale of high growth in Hispanic AVOD.

Get our e-letters packed with news and intelligence!