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People change positions, get promoted or move to other companies. Portada is here to tell you about it.

(Looking for your next Career move? Check out Portada’s Career Board!)
Click here for previous Changing Places editions

faget Mariano Faget has been appointed regional sales manager Texas for BeInSports managing their digital and their sponsorships across all platforms. Faget worked for the past 20 years at Televisa Publishing and Digital.

 

 

 

 

descargaEntravision Communications Corporation, a diversified media company serving Latino audiences and communities across acculturation levels, announced that it has promoted Jeffery Liberman to the additional position of President, effective immediately. As Entravision’s President & Chief Operating Officer, Liberman will continue to lead the management and operation of all of Entravision’s radio, television and digital media properties, and will continue to report directly to Walter F. Ulloa, Chairman & Chief Executive Officer of Entravision.Jeffery Liberman joined Entravision in 2000 following the company’s acquisition of Latin Communications Group.

 

 

ToyotaToyota is shifting some of its marketing executives in an effort to strengthen regional integration in North America:

 

 

 

Ed_LaukesEd Laukes has been promoted to group VP for marketing at Toyota Motor Sales in North America. Laukes was previously in charge of media and motorsports for Toyota in the U.S. Hollis has been with Toyota for 25 years.

 

 

 

 

Jack HollisHe will succeed Jack Hollis who has been elevated to group VP and general manager for Toyota in North America.

 

 

 

 

carterEffective April 1, Bob Carter, currently senior vice president, automotive operations, will become executive vice president, sales for TMNA, president, TMS, and executive general manager, TMC. Carter will have responsibility for sales, marketing, distribution and customer service for the Toyota and Lexus brands in North America. Carter will report to Lentz.

 

 

 

 

Bill FayBilly Mann, group vice president and general manager, Toyota Division, is named senior vice president, automotive operations, for Toyota and Lexus brands, succeeding Carter. Fay will report to Carter.

All are based out of Plano, Texas, at Toyota’s North American manufacturing, sales and marketing, and corporate operations. The new designation of its operating entity is Toyota Motor North America (TMNA).Ten other executives in other areas of the company were also shifted.

 

 

Henry Hughes - CEO - KaleioIntercom Americas, the holding company for JeffreyGroup, Pinta, Webfluentials and PubTracker has announced the launch of Kaleio, an international branding and business consulting firm to be headed by Henry Hughes, an experienced industry veteran.During his career, Hughes has lived and worked in the U.S., Europe and Latin America successfully leading business initiatives for top companies including Burger King, Carnival Cruise Lines, Home Depot, Hunter Douglas, and Johnson & Johnson. Hughes, who in addition to being co-founder and partner will serve as CEO of Kaleio.Intercom Americas has operated JeffreyGroup, the specialized Latin America marketing and communications firm, since 1993. Other businesses in its portfolio include Pinta, the U.S. Hispanic marketing and advertising agency; Webfluentials, an online influencer targeting platform; and, PubTracker, a tracking and analytics service covering traditional and social media channels.Current clients of Intercom Americas firms include Airbnb, Airbus, Amazon, American Airlines, Bayer, Diageo, Facebook, Instagram, Marriott, McCormick, NFL, Nike, Samsung, Splenda, Sony T-Mobile, and Xerox.

billyMusic Industry Veteran Billy Mann joins 2btube’s Board of Directors. Billy Mann is a renowned Grammy nominated record producer, hit songwriter and entrepreneur who has worked with many of the leading names in today’s global music industry, including P!nk, David Guetta, Pablo Alborán, Alex Aiono, Celine Dion, Tiziano Ferro, Helene Fischer, Take That, Sting, Ricky Martin, Jessica Simpson and Art Garfunkel. 2btube, the digital talent network, has over 60 employees in its offices in Madrid, Miami and Mexico city.Billy Mann will contribute to explore new segments in music. The appointment signals a more robust focus for 2btube on music and international expansion.

marlaMarla Kaplowitz has been appointed President and CEO of the American Association of Advertising Agencies (4As). She joins the ad industry trade association from media agency MEC, where she was North America CEO. She will succeed Nancy Hill, who has held the position since 2008 and who had announced last year that she would be leaving. Kaplowitz joined MEC in 2011. Prior to that she spent 12 years at MediaVest, where she rose to executive VP, media director and oversaw North America communications planning for the P&G account. She also worked as a senior VP, media director at Ammirati Puris Lintas and as a VP, assistant media director at DMB&B.

 

provencioMarla Provencio has leaft her position as executive VP and chief marketing officer at ABC. She was promoted to the post in 2011 and has been with the network since 1979.

 

 

 

Marc ZanderVideo advertising marketplace Teads has appointed former Mars Chocolate’s global media director Marc Zander to global vice president of client partnerships. Zabder will lead Teads’ efforts to work closely with advertisers and bolster its approach to servicing media and creative agencies.He joins Teads after a five-year spell at Mars.

 

 

Claudia FoghiniTelemundo announced that Claudia Foghini has been promoted to Executive Vice President, Talent Management and Production Services at Telemundo Networks and Studios. She will continue to be based in Miami and report to Luis Silberwasser, President, Telemundo Network and Universo Channel.

 

 

 

 

Vanessa PomboIn addition, Telemundo announced that Vanessa Pombo has been promoted to the newly created position of Vice President of Production Management and Business News, Telemundo Network. She will report to Luis Fernandez, Executive Vice President, News, Telemundo Network.

What: Finance and news media writer Felix Salmon is leaving Reuters to join Fusion, the cable channel co-owned by ABC and Univision.
Why it matters: Salmon says he is joining Fusion as he believes that the future of media is everything from traditional video to animation, interactive digital features, and more.

fusionReuters finance and news media writer Felix Salmon has decided to leave the media giant and join Fusion cable channel, a joint venture between ABC and Univision aimed at the millennial market launched in 2013. English-language cable TV channel Fusion is designed to appeal to young U.S.-born Latinos who primarily speak English.

Salmon, who is 42, had worked at Reuters for five years. Surprisingly, he hasn’t shown much interest in the past in appealing to the Hispanic market. His work actually, has consisted mostly of long-form blog posts about either the stock market or the ongoing disruption in the media industry.

In a blog post at Medium, Salmon said that the reason why he is joining the cable channel is that he believes that the future of media is “post text”, referring to everything from traditional video to animation, interactive digital features, and more.

felixsalmon“The core of what I do at Fusion will be post-text. Text has had an amazing run, online, not least because it’s easy and cheap to produce. When it comes to digital storytelling, however, the possibilities — at least if you have the kind of resources that Fusion has — are much, much greater,”said Salmon (photo)in the blog post.

Why Fusion? The post-text era

Salmon suggested that Fusion , can do things more traditional broadcasters and digital outlets can’t, from covering topics the mainstream media doesn’t to covering them in ways mainstream outlets don’t .

“The reason why I am going to Fusion is that they have the ability to help me communicate in the ways that people are going to consume information in the future. Which is not 1,500-word blocks of text,”Salmon told the NYT.

A further reason leading to Salmon’s decision ,which is quite clearly reflected in his own post and the New York Times story about his departure, is that Reuters was no longer a place where he could find any interest in experimenting with different forms of media  or count with enough support for allowing his content to appear in non-Reuters locations such as Medium or Politico. As he put it:

“I’m not sure how much I’ll write on Fusion’s website, or even whether I’ll write on Fusion’s website. There might well be other platforms where it’s easier and more effective for me to reach my audience of wonks, finance people, media people, and the like.”

He also mentioned how he had become frustrated at working for a site that was driven primarily by the need to boost traffic or pageviews, because of a reliance on traffic-based advertising. To him, a TV network like Fusion, has a much larger revenue source than any text-based media outlet could have and that is exactly why a company like Fusion has the freedom to experiment.

“Most excitingly for me, the raison d’être of Fusion’s digital operation is not to get lots of unique visitors to Fusion’s website, who can then be sold to digital advertisers. That’s a tough business to be in, and is not particularly remunerative, in a world of falling CPMs.”

Certainly, english language is beginning to be recognized among advertisers who want to reach Latino millenials. With its original reporting and  programming, Fusion is already doing it, by creating dynamic multi-platform conversations around the most resonant issues facing millennials.

Source: gigaom.com

What: Fusion, Univision-ABC’s new cable network, has announced the brands it will be partnering with.
Why is it important: The importance of English language is beginning to be recognized among advertisers who want to reach Latino millenials. That is a sign of a major cultural change.

Fusion –the news, pop culture and satire network from ABC and Univision– announced today that several of America’s most recognized brands have signed on as launch partners. Allstate, AT&T, Darden, Disney Parks, Johnson & Johnson Consumer, Kay Jewelers, Rayovac -division of Spectrum Brands-, Samsung, and Toyota are among the advertisers partnering with Fusion, which launched in millions of homes nationwide on Monday, October 28.

All of these brands are aware that marketing for Hispanics doesn’t necessarily mean “Spanish-language marketing“. In fact, Fusion is targeting second and third-generation Hispanics in the U.S., young people who do not like to be considered strictly “Latinos”, but who describe themselves as Americans and want to be addressed as such. Besides, actually, as reported by Pew Research, when it comes to news consumption, a growing share of Latinos prefer English. 90% of Latinos ages 18 to 29 who get their news from television do so in English. When it comes to other forms of entertainment, such as television and music, use of English is higher among younger Latinos.

“Fusion is going to provide quality content that is relevant for a young, digital, and diverse America,” said Catherine Sullivan, Senior Vice President of Sales for ABC News and Fusion. “We are delighted that several of America’s most recognized brands have identified Fusion’s programming as a unique opportunity to reach one of the fastest growing audiences in the country.”

“Hispanic millennial consumers are hungry for content that’s not only engaging, but that they also find contextually and culturally relevant on every screen,” said Lia Silkworth, EVP, Managing Director, Tapestry. “We believe Fusion is an innovative new way to reach this consumer.” Tapestry, a division of SMG Multicultural, specializes in connecting brands with emerging market consumers in the United States.

With a unique mix of original reporting and satire programming that is smart and irreverent, Fusion will inform, empower, and inspire viewers by creating dynamic multi-platform conversations around the most resonant issues facing millennials. Millennials are the most diverse generation in America today, with Hispanics representing one in five adults 18-34. Over the course of the next five years this group is expected to eclipse Boomers at $3.39 trillion in spending power.
About Fusion

Fusion is a news, pop culture and satire TV and digital network. It will engage and champion a young, diverse, and inclusive America with a unique mix of smart and irreverent original reporting, lifestyle and comedic content. Fusion launched in millions of households nationwide on October 28, 2013. Six major distributors are carrying the cable network, including Cablevision, Charter, Cox, AT&T U-Verse, Verizon FiOS and Google Fiber. For more information about Fusion visit fusion.net or follow us on Twitter, @ThisIsFusion, and facebook.com/FusionNetwork. Fusion is a joint venture between Univision Communications Inc. and the Disney/ABC Television Network.

About SMG Multicultural
SMG Multicultural is the largest brand communications organization in the U.S. specializing in Hispanic, African-American, Asian-American and emerging market consumers. Within our three brands -Chicago-based Tapestry and Spark Multicultural and New York-based 42 Degrees at MediaVest (MV42)- we offer a portfolio of strategic services that engage consumers in meaningful ways with some of the top brands across the globe. Whether its media planning and buying, communications planning, performance media, digital communications, data and analytics, branded entertainment, gaming or event marketing, our media experts consistently strive to lead and invent within the multicultural space.

What: Fusion, Univision-ABC’s new cable network, has announced the brands it will be partnering with.
Why is it important: The importance of English language is beginning to be recognized among advertisers who want to reach Latino millenials. That is a sign of a major cultural change.

Fusion –the news, pop culture and satire network from ABC and Univision– announced today that several of America’s most recognized brands have signed on as launch partners. Allstate, AT&T, Darden, Disney Parks, Johnson & Johnson Consumer, Kay Jewelers, Rayovac -division of Spectrum Brands-, Samsung, and Toyota are among the advertisers partnering with Fusion, which launched in millions of homes nationwide on Monday, October 28.

All of these brands are aware that marketing for Hispanics doesn’t necessarily mean “Spanish-language marketing“. In fact, Fusion is targeting second and third-generation Hispanics in the U.S., young people who do not like to be considered strictly “Latinos”, but who describe themselves as Americans and want to be addressed as such. Besides, actually, as reported by Pew Research, when it comes to news consumption, a growing share of Latinos prefer English. 90% of Latinos ages 18 to 29 who get their news from television do so in English. When it comes to other forms of entertainment, such as television and music, use of English is higher among younger Latinos.

“Fusion is going to provide quality content that is relevant for a young, digital, and diverse America,” said Catherine Sullivan, Senior Vice President of Sales for ABC News and Fusion. “We are delighted that several of America’s most recognized brands have identified Fusion’s programming as a unique opportunity to reach one of the fastest growing audiences in the country.”

“Hispanic millennial consumers are hungry for content that’s not only engaging, but that they also find contextually and culturally relevant on every screen,” said Lia Silkworth, EVP, Managing Director, Tapestry. “We believe Fusion is an innovative new way to reach this consumer.” Tapestry, a division of SMG Multicultural, specializes in connecting brands with emerging market consumers in the United States.

With a unique mix of original reporting and satire programming that is smart and irreverent, Fusion will inform, empower, and inspire viewers by creating dynamic multi-platform conversations around the most resonant issues facing millennials. Millennials are the most diverse generation in America today, with Hispanics representing one in five adults 18-34. Over the course of the next five years this group is expected to eclipse Boomers at $3.39 trillion in spending power.

What: With an exclusive interview with President Obama, yesterday took place the much anticipated launch of the new Univision-ABC English-language TV channel aimed at young Hispanics, dubbed Fusion.
Why is it important: Fusion attempts to meet younger viewers’ rapidly-changing media consumption habits. Although initially aimed towards second and third-generation Latinos (a segment advertisers are increasingly interested in reaching), this channel, run by the leader in Latin media, will ultimately address a much wider audience, that is, adults under 35 years of age, of all ethnic backgrounds. The buzz generated by this new venture is loud and solid.

Fusion kicked off Monday, October 28, at 6:57 p.m. EST, with a special edition of “America with Jorge Ramos”, featuring an interview with President Barack Obama conducted by ABC News correspondent Jim Avila. This new TV channel will launch initially with a limited distribution, as it will be available in only about 20 million homes (1/5 of the U.S. households with paid TV subscriptions).

According to L.A. Times, Cablevision, Charter Communications and Cox Communications are the cable companies that will carry the new channel –plus, At&T U-Verse, Verizon FiOS and Google Fiber are also involved. ABC will be in charge of distribution, while Univision will be responsible for programming. Both companies have been planning the new channel for more than two years. Fusion’s website is integrated in the Yahoo-ABC News Network.

Although Fusion targets young Hispanics, it will not have a traditional Latino-feel because these younger generations are American and don’t want to be treated as if they were not (“They don’t want to be ghettoized“, says Fusion’s CEO Isaac Lee), that’s why its contents will be in English.

LOS ANGELES TIMESEnglish-language cable TV channel Fusion is designed to appeal to young U.S.-born Latinos who primarily speak English. The initiative, a 50-50 joint venture with Disney/ABC Television, hopes to engage members of the millennial generation, those roughly between the ages of 18 and 34. Colombian-born Isaac Lee (42), Fusion’s recently appointed CEO, said that, since twenty percent of millennials are Latino, while researching the target audience for the new venture they soon saw that the opportunity was not just with Hispanics, but also with millennials. Lee also said that the channel will not try to cover breaking news because most younger viewers learn about big events through Twitter and elsewhere on the Internet.

This is a huge opportunity. Hispanics are young, and the purchasing power of millennials is going to be bigger than baby boomers’ very soon.

–Isaac Lee, president of Univision News and newly-named chief executive officer of Fusion

 

ADAGEFew parts of the media business are growing as quickly as Hispanic media. However, as competitors add their own new channels variously focused on Hispanics, young people and news, where will Fusion fit? The motivation to the network is clear: Hispanic media spending is growing faster than the general market, increasing 11% to $7.9 billion in 2012. TV accounts for most of that spending, at $5.8 billion, but just $246 million goes to Hispanic cable TV networks. Fusion seeks to change that ratio by targeting millennial Hispanics with hard news, news satire, sports and commentary in English. Marc Morse, senior VP-national broadcast at media agency RJ Palmer, said that although Hispanic viewers can be found in other places, marketers who dedicate time and money on programming specifically targeting the Hispanic market have a greater recall.

We are winking at Hispanic, but Fusion is not overtly Hispanic. If you’re not Hispanic, you won’t feel like the network isn’t for you.
–Catherine Sullivan, senior VP-ABC News Sales

 

REUTERSThe target demographic for the new English-language channel is several decades younger than the audiences for CNN, MSNBC and Fox News, which pull in viewers with a median age of 60 or higher, according to media research company Nielsen. The new channel will also test the market for TV news developed for Hispanics, the fastest growing segment of the U.S. population, but delivered in English rather than Spanish. Some of its programming will feature a heavy dose of humor, a bid for viewers who keep up with current events through shows like “The Daily Show with Jon Stewart.” Fusion will turn to ABC reporters for news from around the world, and for special events such as election night coverage. The Disney team will handle ad sales and distribution for Fusion, bringing the ability to sell it to cable operators in a package with its popular sports channel, ESPN.

Fusion is hoping to cash in on advertisers’ awareness of the growing purchasing power of Hispanics, estimated to rise to $1.5 trillion by 2015 from $1 trillion in 2010, according to a 2012 study by Nielsen. Advertisers may still take some persuading to break with a long-held tradition of reaching Hispanics in Spanish.

The mantra of Spanish to reach Hispanics is still very strong. A lot of advertisers are afraid of trying to do it in English.
–Arturo Villar, publisher of Hispanic Market Weekly

 

MIAMI HERALDFusion offers a look at the challenges in pursuing Hispanic consumers, perhaps the hottest target in marketing today. The network scrapped the initial Latin identity after focus groups showed young Hispanics were put off by the idea of a television channel centered on their ethnicity, said Isaac Lee, head of news at Univision and CEO of Fusion. Univision’s anchor Jorge Ramos (55) was an obvious choice for Univision’s original concept, but the rest of the line-up captures Fusion’s unconventional approach to news and talk: an animated satire show, comedians taking on sports, a puppet talk show, and an evening program on sex and politics.

Fusion’s broader demographic makes for complicated marketing, since Lee and others say young Hispanics remain their primary target. “Imagine if you are doing archery,” Lee said. “The bull’s-eye, the red dot, is still an Hispanic. But the whole target is not just the red dot.”

The only way to reach [Hispanic millennials] is to provide fantastic content, and to include them.
–Isaac Lee, CEO, Fusion

 

FRANCE 24 (AFP)Fusion touts itself as a channel aimed at “a young, diverse and inclusive America” and said it would offer “a unique mix of smart and irreverent original reporting, lifestyle and comedic content.” Fusion’s CEO Isaac Lee said that over 80 percent of millennials sleep with their phones next to their beds every night because they don’t want to miss a beat, so the new channel will try to respond to their media consumption needs.

We want to be the ones [young Hispanic millennials] wake up with. This beta site will help lay the building blocks as we continue to develop our digital properties.
–Isaac Lee, CEO, Fusion

 

What: With an exclusive interview with President Obama, yesterday took place the much anticipated launch of the new Univision-ABC English-language TV channel aimed at young Hispanics, dubbed Fusion.
Why is it important: Fusion attempts to meet younger viewers’ rapidly-changing media consumption habits. Although initially aimed towards second and third-generation Latinos (a segment advertisers are increasingly interested in reaching), this channel, run by the leader in Latin media, will ultimately address a much wider audience, that is, adults under 35 years of age, of all ethnic backgrounds. The buzz generated by this new venture is loud and solid.

Fusion kicked off Monday, October 28, at 6:57 p.m. EST, with a special edition of  “America with Jorge Ramos”, featuring an interview with President Barack Obama conducted by ABC News correspondent Jim Avila. This new TV channel will launch initially with a limited distribution, as it will be available in only about 20 million homes (1/5 of the U.S. households with paid TV subscriptions).

According to L.A. Times, Cablevision, Charter Communications and Cox Communications are the cable companies that will carry the new channel –plus, At&T U-Verse, Verizon FiOS and Google Fiber are also involved. ABC will be in charge of distribution, while Univision will be responsible for programming. Both companies have been planning the new channel for more than two years. Fusion’s website is integrated in the Yahoo-ABC News Network.

Although Fusion targets young Hispanics, it will not have a traditional Latino-feel because these younger generations are American and don’t want to be treated as if they were not (“They don’t want to be ghettoized“, says Fusion’s CEO Isaac Lee), that’s why its contents will be in English.

LOS ANGELES TIMESEnglish-language cable TV channel Fusion is designed to appeal to young U.S.-born Latinos who primarily speak English. The initiative, a 50-50 joint venture with Disney/ABC Television, hopes to engage members of the millennial generation, those roughly between the ages of 18 and 34. Colombian-born Isaac Lee (42), Fusion’s recently appointed CEO, said that, since twenty percent of millennials are Latino, while researching the target audience for the new venture they soon saw that the opportunity was not just with Hispanics, but also with millennials. Lee also said that the channel will not try to cover breaking news because most younger viewers learn about big events through Twitter and elsewhere on the Internet.

This is a huge opportunity. Hispanics are young, and the purchasing power of millennials is going to be bigger than baby boomers’ very soon.

–Isaac Lee, president of Univision News and newly-named chief executive officer of Fusion

 

ADAGE – Few parts of the media business are growing as quickly as Hispanic media. However, as competitors add their own new channels variously focused on Hispanics, young people and news, where will Fusion fit? The motivation to the network is clear: Hispanic media spending is growing faster than the general market, increasing 11% to $7.9 billion in 2012. TV accounts for most of that spending, at $5.8 billion, but just $246 million goes to Hispanic cable TV networks. Fusion seeks to change that ratio by targeting millennial Hispanics with hard news, news satire, sports and commentary in English. Marc Morse, senior VP-national broadcast at media agency RJ Palmer, said that although Hispanic viewers can be found in other places, marketers who dedicate time and money on programming specifically targeting the Hispanic market have a greater recall.

We are winking at Hispanic, but Fusion is not overtly Hispanic. If you’re not Hispanic, you won’t feel like the network isn’t for you.
–Catherine Sullivan, senior VP-ABC News Sales

 

REUTERSThe target demographic for the new English-language channel is several decades younger than the audiences for CNN, MSNBC and Fox News, which pull in viewers with a median age of 60 or higher, according to media research company Nielsen. The new channel will also test the market for TV news developed for Hispanics, the fastest growing segment of the U.S. population, but delivered in English rather than Spanish. Some of its programming will feature a heavy dose of humor, a bid for viewers who keep up with current events through shows like “The Daily Show with Jon Stewart.” Fusion will turn to ABC reporters for news from around the world, and for special events such as election night coverage. The Disney team will handle ad sales and distribution for Fusion, bringing the ability to sell it to cable operators in a package with its popular sports channel, ESPN.

Fusion is hoping to cash in on advertisers’ awareness of the growing purchasing power of Hispanics, estimated to rise to $1.5 trillion by 2015 from $1 trillion in 2010, according to a 2012 study by Nielsen. Advertisers may still take some persuading to break with a long-held tradition of reaching Hispanics in Spanish.

The mantra of Spanish to reach Hispanics is still very strong. A lot of advertisers are afraid of trying to do it in English.
–Arturo Villar, publisher of Hispanic Market Weekly

 

MIAMI HERALD – Fusion offers a look at the challenges in pursuing Hispanic consumers, perhaps the hottest target in marketing today. The network scrapped the initial Latin identity after focus groups showed young Hispanics were put off by the idea of a television channel centered on their ethnicity, said Isaac Lee, head of news at Univision and CEO of Fusion. Univision’s anchor Jorge Ramos (55) was an obvious choice for Univision’s original concept, but the rest of the line-up captures Fusion’s unconventional approach to news and talk: an animated satire show, comedians taking on sports, a puppet talk show, and an evening program on sex and politics.

Fusion’s broader demographic makes for complicated marketing, since Lee and others say young Hispanics remain their primary target. “Imagine if you are doing archery,” Lee said. “The bull’s-eye, the red dot, is still an Hispanic. But the whole target is not just the red dot.”

The only way to reach [Hispanic millennials] is to provide fantastic content, and to include them.
–Isaac Lee, CEO, Fusion

 

FRANCE 24 (AFP) – Fusion touts itself as a channel aimed at “a young, diverse and inclusive America” and said it would offer “a unique mix of smart and irreverent original reporting, lifestyle and comedic content.” Fusion’s CEO Isaac Lee said that over 80 percent of millennials sleep with their phones next to their beds every night because they don’t want to miss a beat, so the new channel will try to respond to their media consumption needs.

We want to be the ones [young Hispanic millennials] wake up with. This beta site will help lay the building blocks as we continue to develop our digital properties.
–Isaac Lee, CEO, Fusion

 

Fusion, the cable channel  joint venture from ABC-Univision, last week announced  it is launching on October 28. The new channel will launch in millions of households nationwide. Six of the nation’s biggest cable distributors have already agreed to carry the network, including Cablevision, Charter, Cox, AT&T U-verse, Verizon FiOS and Google Fiber. When asked by Portada which advertisers are confirmed for the new network, a Fusion spokeswoman said that they “will be announced in the weeks ahead.” Portada’s editorial team tried to answer 5 questions about Fusion’s advertising revenue potential. Here is our take.

Do media buyers and planners realize that reaching the Hispanic population does not necessarily mean to buy Spanish-language media?

1. Are media buyers interested enough in English-language Hispanic media as to sustain Fusion?

FusionThe big question here is whether English-language media targeting Hispanics is currently attracting enough advertising dollars to sustain itself.  To be sure, there is potential: the demographic trends show that the bilingual and English-dominant sectors of the Hispanic population are growing. But are media buyers and planners already in tune with this trend? As market observers tell Portada, often media buyers react confused when told that buying Hispanic media does not necessarily mean “Spanish-language media”. For the success of networks like Fusion, to some extent, it seems that there needs to be a paradigm change in the way media buyers and planners approach the Hispanic market.

2. How have other new media properties targeting English-dominant Hispanics been received?

There are encouraging signs coming from the Hispanic magazine market.  “Most recent magazine launches have targeted English-dominant Hispanics”, says Carlos Pelay, president and founder of research firm  Mediaeconomics. “Last year Cosmopolitan for Latinas launched with 2 issues and has expanded their schedule to 4 issues in 2013.  Glam Belleza for Latinas – a supplement to Glamour magazine – has also launched.  Most of the new activity is targeted at acculturated, English-dominant Latinas as both of these high-profile launches have English-language editorial,” Pelay adds These new magazines have helped to propel the Hispanic magazine sector to its highest first quarter ad  revenue figure ever (US $49.1 million) since MediaEconomics started measuring Hispanic magazines in 2002.

Fusion is the new 800-pound gorilla among English-dominant media targeting Hispanics.

3. Does Fusion face a tough competition from other bilingual and English-dominant media targeting Hispanics?

This is really a David against Goliath situation. Fusion is the new 800-pound gorilla among English-dominant media targeting Hispanics. Fusion even dwarfs  NuvoTV, which recently got a US $40 million cash infusion and announced that Jennifer Lopez would contribute content.   In digital and print media, an increasing number of properties is targeting the English-dominant Hispanic. They include NuvoTV, MTV3rs, the above cited magazines, and web properties such as FoxNewslatino.com, NBCLatino and more niche oriented sites such as  Hispanicallyspeakingnews.com and Voxxi.  Yet, compared to Fusion these entities are much more niche oriented entities and not really competitors to Fusion’s mass market appeal.

4. But the clout of the combined resources of Univision and Disney can help convince marketers to do substantial buys in Fusion, right?

Absolutely. The cross selling opportunities from both Univision’s Hispanic networks and, perhaps more importantly, from Disney’s general market networks ABC and ESPN are huge.  ABC is the third largest TV network among Hispanics before NBC and Fox, and only behind Univision and Telemundo, according to Nielsen. In addition, Disney’s portfolio includes Hispanic sports cable network ESPN Deportes.

5. What about the trend of the ‘Latinization’ of America? Will this trend help Fusion?

Yes, Hispanic trends in fashion, food and music are increasingly being followed and adopted by the general U.S. consumer. Marketing in the U.S. increasingly means Marketing in a Multicultural Nation (as opposed to marketing to specific multicultural audiences).  This trend is reflected in the way Fusion’s content is being planned. “We believe our programs – visually compelling, creatively produced and laced with humor and irreverence – will resonate with Latinos and non-Latinos alike,” Beau Ferrari, acting President for Fusion, said in last week’s announcement. As an example of such programming, Jorge Ramos, the #1 Spanish-language television anchor, and Leon Krauze, one of the most popular local broadcasters in America, will lead Fusion’s primetime news block.  (“Marketing in a Multicultural Nation” will be one of  the main panels at our 7th Annual Hispanic Advertising and Media Conference, in NYC on Sept. 26 Fusion’s very own Joel Kliksberg, Director, Strategy & Business Development  will be one of the panel’s participants. Other panelists  will include Group M’s Gonzalo del Fa and Dunkin’ Donuts Xavier Turpin).

Join us at PORTADA Mexico!

In December we introduced the Portada Buzz Barometer for Advertisers. Today we are introducing the Portada Media Buzz Barometer. While there should be more than  “buzz”, “buzz generation” can be very important for marketing and PR strategies. In this first release of our monthly analysis,  Univision, Telemundo, Azteca America, ImpreMedia and EZ Target belong to the media companies with the most positive change in “Buzz”. ESPN and CBS are the entities with the most negative change. We are not comparing the level of buzz of one company compared to the other companies, but comparing a given media company with its own performance over time.

The figures published below show the monthly change in the amount of searches in  Google for each of the media companies names. The scale is from 1% to 100% as measured since 2004 until November  30,2012. 0% means no searches and 100% represents the highest amount of searches  for the term throughout  the whole period.

strong>Below the Portada Buzz Barometer-Media (USH) representing percentage” buzz” changes from October to November 2012 (see Methodology below)

Below the development of each media company measured during the last 11 months measured against itself.
The  chart below shows the history of each of the national advertisers during the  January-November period of  2012.

Performance during January-November 2012

* Data in %

JanFebMarAprMayJunJulAgoSepOctNov
Univision6966677073746774687690
Telemundo52495548435275100595955
Fox5854535353535354617192
ABC8078766873696761688678
TeleFutura7860453755343936353027
CBS5953835447374049828672
NBC2123192020194654252929
Azteca America5153586666424645454068
ESPN75597762596657639810081
People en Espanol5046455059494751484345
Meredith3843383940424339383836
Televisa2221242426272933232327
ImpreMedia4139353723372320222543
Entravision3129303333342425222822
Google8080818283797880859897
Yahoo!2222202623192621181517
Terra4840383434323232343129
MSN Latino7466616665675957595753
AOL Latino9184677466544136353634
Orange93909191939410090838180
Batanga3533333335342929302627
EZ Target Media5355514148424243444365
Hola6060605962666769686266
Networks3537343334323132333331
Audience Science3262474349473355525346
Tribal Fusion3241323332323230312528

 

Methodology: How we measure “Buzz”

Our Barometer  measures the monthly percentage change in influence (buzz) that the top  Hispanic media companies  generate on a monthly basis on the Internet.  Buzz is measured by the amount of times the name of the media company was  used in Google searches during a given month, compared to the amount of searches  it generated a month before.  The measure does not compare the media companies between them, but a given media company with its own past performance. Again, this is is not a comparison between the  companies but of the same company versus its own performance the month  before. The study was made with data from Google Trends. The performance of  each media company has been tracked since 2004 until November 30, 2012.

Portada Buzz Barometer February 2012 Data  to be released in two weeks.