Impacto Usa (Media News Group, circ. 250,000, weekly) will officially launch its new website in mid-January. The website will complement the Spanish-language, mostly home-delivered (Greater Los Angeles) weekly and incorporate video and audio-streaming. Lea TV, a subsidiary of Media News Group, will produce the audiovisual content. In addition, Impacto USA is about to sign an agreement with the Associated Press to use the press agency's audiovisual content on its website. “News of interest to Latin Americans living in the U.S. will be an important part of the website's content,” notes Fernando Paramo, publisher of Impacto USA. News content will be written by Impacto USA's staff of journalists. The website allows readers to check on Impacto USA news stories (politics, entertainment, sports, etc.) on a daily basis. The website will also be used as a marketing tool.
Impacto USA hopes that the new website will attract national advertisers. “Our website can be accessed from anywhere. This is a feature that is particularly important to national advertisers,” says Paramo. Advertisers can buy ads separately for the website or the publication, or do a combined buy. Impacto USA already has a number of national advertisers. Ana Hoy recently replaced Xavier Campos as advertising director.
The new website will cost Impacto USA between US $15,000 and $20,000 per month (mostly technology and server costs). Media News Group will fund the initiative. Dean Singleton, CEO of Media News Group, is putting a lot of emphasis on the Hispanic market, a market the company considers of strategic importance to its growth.