CNET en español, which will be officially launched on September 19, is partnering with LatinWE, the Hispanic talent management and entertainment marketing firm co-owned by entrepreneur Luis Balaguer and actress Sofia Vergara. LatinWE will support CNET en español with marketing and sponsorship sales efforts. It will also provide talent as well as create content for CNET en español.
The agreement between both companies is a revenue sharing partnership. “This is an important partnership for us,” Latin WE’s founder Luis Balaguer tells Portada. He adds that Latin WE’s is working on a marketing campaign for CNET en español to be implemented in the fourth quarter of this year. The campaign will have paid, earned and owned (CBS TV and digital properties) media components.
T-Mobile is charter sponsor
Mobile communications provider T-Mobile is CNET en español’s charter sponsor. Katie Kulik, SVP Global Ad Sales and Strategy at CBS Interactive, tells Portada that T-Mobile has signed up for one year. “The partnership includes online display, video, mobile and other integrations.”
Editorial will be led by Gabriel Sama, who will be in charge of an editorial team of 12 journalists. CNET en español’s editorial team will operate inside CNET editorial’s infrastructure, Lindsey Turrentine, Editor-in-Chief of CNET Reviews tells Portada. Turrentine adds that “many users of CNET”s regular sites have asked for a site in Spanish.” Some team members will be providing videos with advice on new consumer tech product launches, both short form buying advice and in long form (magazine).
CNET (in English) gets a substantial amount of traffic from Spanish-speaking countries including Mexico. CNET en español will initially be focused on the U.S. Hispanic market. Once critical mass in terms of audience is achieved, it will expand into Latin America both editorially and with a dedicated advertising sales force.