Regulating an advertising sales network is no easy task. The members of a recently announced national network of Spanish-language dailies (see “First national network of Spanish-language dailies,” page 12, Portadatm No. 6 November/December 2003) can confirm that. The alliance between La Opinión, El Diario-La Prensa, La Raza and El Nuevo Herald has yet to decide on a name. Industry insiders note that creating such an alliance is a complicated process which involves agreeing on a common CPM, as well as managing different sales approaches for different ad categories.
Author Editorial Staff @portada_online