Tag

Al Día

Browsing

A.H. Belo Corporation, the company that publishes the The Dallas Morning News and Spanish-language weekly Al Día has gone through quite a few changes. Last year it sold its Riverside, CA, newspaper The Press Enterprise including its Spanish-language weekly La Prensa, to Freedom Communications. The proceeds of that sale have been invested mostly into acquiring Dallas/Ft. Worth and the larger Texas market oriented digital marketing and event companies.

A.H.Belo Corp.With declining print advertising revenues at The Dallas Morning News (more than 250,000 daily subscribers) the key challenge for A.H. Belo is to generate growth in the digital marketing side of the business, including the www.dallasnews.com.com site. The relationship of the Dallas Morning News sales staff with the local and regional advertising community are very deep and can be leveraged to the offering of digital marketing solutions. “We are doing great work scaling the business to accommodate the opportunities generated through The Dallas Morning News sales staff. James Moroney, President and Chief Executive Officer of A. H. Belo Corporation, said during the Q1 2015 conference call with financial analysts. “That growth has a strong digital element. In January A.H. Belo announced a US $15.3 million investment for a majority ownership stake in three Dallas-based marketing companies: Distribion (specialized in multi-channel marketing automation), MarketingFX (print supply chain solutions) and Vertical Nerve (focused on Digital Optimization and Lead Generation). The three companies are run by local entrepreneur Tim Storer and became part of A.H. Belo’s newly formed DMV Digital Holdings Co.

We bundle ROP ads with digital campaigns that work much more effectively in unison as opposed to individually.

Homero MartinezDigital Marketing Solutions is also an area where Al Día Texas, the Spanish-language weekly published by A.H. Belo (Weekly average circulation 250,000. Home-delivered circ. 100,000 Weds and 125,000 on Sat), is realizing growth opportunities. “Locally, one of the fastest growing aspects of our business is in local search. We bundle ROP ads with digital campaigns that work much more effectively in unison as opposed to individually. The metrics are proving out that a local campaign should have both, print and digital elements and we’re exploring ways of doing this more,” Homero Martinez, Director/General Manager at Al Día & Hispanic Media (photo), tells Portada. The combination of print and digital marketing can produce superior results and Martinez applies a similar logic the use of online video advertising. “With our large portfolio of product offerings, we don’t see video necessarily as a stand-alone feature. Our goal is to add video and to incorporate it into the solutions the client will use. For example, we build mobile optimized landing pages for our local search SEM clients. Since Hispanics over-index in watching video online, we recommend our clients have a compelling video message for the consumer to view. This will help the consumer in the decision making process and consequently will help the client’s ROI. And if the client doesn’t have video they can use, no worries. We can produce it and post it for them.”

Martinez succeeded Penni Barton at the helm of Al Dia at the beginning of 2015. His focus has been on re-energizing relationships with the community, our readers, and our advertisers. “We’ve been entrusted with a great brand and we’re committed to being the best possible stewards of it. We’re currently in the process of rolling out some changes that will much better position us as the #1 print and digital media vehicles in this market for reaching Hispanics. Stay tuned in the coming weeks for more!,” he tells Portada.

Events expanding to other Texan Cities

The event business has been another growth area for A.H. Belo. In the first quarter of this year A.H. Belo promoted the Savor Food Festival for the first time, more than doubling the number of attendees from the 2014 event. Expansion into other Texas cities is on the menu. In 2014 CrowdSource, the event marketing company owned by The Dallas Morning News, purchased a majority ownership of Untapped, an indie music and craft beer festival organizer, for undisclosed terms. The Untapped Craft Beer Series opened its first new city in April attracting attendance of over 6,500 people and selling out the Austin, Texas venue. Another new market (San Antonio) is set to open in November and the three established markets of Fort Worth (May) Houston (September), Dallas (November) continue to be operated.
Al Dia also has events as an important component of its strategy, particularly in the sports marketing arena. “This year will be Copa Al Dia’s 8th birthday and we’re very proud of what it’s become. And we’re still growing it! The soccer portion of the event is always the most important aspect but this year we are doubling down on the festival component and we will have the biggest, most engaging festival experience yet for the thousands of families that attend,” says Martinez.

Our primary focus is directed at advertising and marketing services companies that have established financial performance and strong management teams, and which display sophisticated uses of data to reach targeted audiences.

Additional Acquisitions

A.H. Belo continues to be on the lookout for the right acquisition targets. At the above cited conference call with analysts, CEO James Moroney noted that his company continues to explore additional investment and acquisition opportunities in more channels of marketing in order to further diversify sources of revenue. “Our primary focus is directed at advertising and marketing services companies that have established financial performance and strong management teams, and which display sophisticated uses of data to reach targeted audiences. These types of companies will best leverage our core competencies, our existing customer relationships and our brand equity in order to diversify and grow revenue.”
“We believe it will take both strategic acquisitions of more channels of marketing, as well as organically grown new products to stay ahead of the decline in print advertising,” Moroney concluded.

Join us at PORTADA Mexico!

Texas is the second largest state in terms of population and GDP (both after California). As importantly, Texas has the strongest growing economy of all big states. According to the Bureau of Economic Analysis (BEA), the Texas economy grew by 4.8% in 2012 mostly fueled by oil and mining driven businesses but also by professional, leisure and hospitality services business. Texas was the state registering the highest growth rate after North Dakota.

There are over 26 million Texans and more than 38% of them are Hispanics (more than twice the national average). More interestingly, Hispanics are expected to outnumber Whites within the next decade. The political, cultural and economic future of Texas is tied to the high growth rate of its Hispanic population. In fact, political observers note, the time when Texas, traditionally a “red” state, will get a Democratic political majority may not lie that far ahead. Hispanics, although typically less active voters than Whites predominantly favor Democrat political representatives.

The opportunities presented by Texas’ economic and Hispanic growth for the advertising and media markets are huge. Because of this feature of the Texas market, many national marketers often activate their product launched in Texas first, especially when Hispanics are one of their main target consumers. A reason for this may lie in the fact that Texas media is relatively cheap compared to most other U.S. markets. “From a media point of view, the first thing that comes to mind when comparing Texas to other U.S. Hispanic regions is that it is very efficient from a media cost standpoint. Texas media rates tend to be lower than in California, New York or Florida etc…” says Jennifer Leonard, Media Director at Hispanic Advertising Agency Dieste in Dallas.

Texas First
Half of the initial production of Chevy’s (GM) new 2014 Silverado truck was provided to dealers in Texas. Texas pickup sales are especially lucrative. About 40% of Texas Silverado buyers choose the Texas Edition of the Silverado, an option that comes with a $2,000 premium. It includes a Texas Edition badge on the Silverado, chrome accents and 20-inch wheels. Tim Mahoney, global CMO for Chevrolet says that Texas is job one for the Chevy Silverado campaign because Chevrolet has Silverado inventory in showrooms there already, not to mention the fact that Texas is state number one for pickups. “One in six people own a pickup truck in Texas,” he notes. “Our biggest truck dealers are in Texas; they get trucks first.”

Maria Rohrer, Director of Marketing and Strategy, Chevrolet Trucks tells Portada that she has focused a lot of her marketing efforts in Texas. “We are advertising heavily in that market and began the campaign there two weeks before the national launch. We will also be present at general market and and Hispanic events throughout the state.”

In October Crown Imports announced that it is introducing a drink with traditional Mexican ingredients: Modelo Especial Chelada. The Modelo Especial Chelada was made available at retail locations in Texas, California, Nevada, Arizona, New Mexico, and Chicago. It is scheduled for national release in the first quarter of 2014. Modelo Especial Chelada is supported by National Spanish-language TV which has already begun airing on targeted Hispanic networks in a mix of entertainment and sports programming, including broadcasts of the MLB World Series on Fox Deportes. Jim Sabia, CMO of Crown Imports, tells Portada that the “locations where Modelo Especial Chelada is being made available first represent a high concentration of current Chelada drinkers and drinkers of Modelo Especial. These locations also make up a large portion of the Hispanic population in the U.S.”

Targeted Local Content
Texas also has some more diverse Hispanic markets than many advertisers realize, Dieste’s Leonard notes. “You have very acculturated DMAs like San Antonio and more traditional populations in Dallas, Houston, etc. Houston is also more international than people realize. Texas is the heart of the Tejano radio format of course. Also, being a border state comes with its own set of differences and issues in targeting, shopping habits…” Leonard adds.

In what way do Texas Hispanic targeted media properties differentiate themselves from offerings that target the English-language population? Daniel Cavazos, publisher of The Brownsville Herald and of the paid Spanish-language daily El Nuevo Heraldo in the Rio Grande Valley seems particularly suited to answer the question: “The sports and entertainment content of our English and Spanish dailies are quite different,” Cavazos notes. “The Herald focuses on local high school sports of all varieties, along with U.S. professional and college teams. El Nuevo Heraldo’s sports content is much more soccer-oriented – both with the professional stars/leagues from Mexico, and the local soccer scene. Entertainment content in El Nuevo is focused on Mexico/Latin American artists with The Herald’s content focused on U.S. media. We have some original local reporting in Spanish on topics that aren’t often fully addressed on The Herald side and we judge to be of more interest to our Spanish readers. There is also translated content from our English dailies in the Rio Grande Valley into El Nuevo. Our Spanish daily covers the entire region here – from Brownsville to the McAllen area.”

Broad Mix of Hispanic Media Users
More than half of Hispanics living in the Rio Grande Valley are bilingual. A key question is whether Hispanics want to consume content in English or Spanish.

“The language spectrum here is an interesting mix. General bilingual residents usually prefer to read English. Even some more dominant Spanish speakers in some cases prefer reading English, as it can be easier to speak a language than read it in all of its grammar complexities.”

Cavazos adds that the Rio Grande Valley “does have a great many Spanish-dominant residents, be it Mexican nationals who have moved here to invest/start businesses, (and often have U.S.-born children), married couples where one of the spouses will be from Mexico, and we also have many resident aliens who have lived here a long time and still prefer their native language. We also have many naturalized U.S. citizens, the majority of which are from Mexico, and are still Spanish dominant. Mix in more recent immigrants of general types along with many older residents, who are U.S. citizens but have remained Spanish-dominant, and we have a broad mix of Hispanic media users.”

Overlap?
Do Hispanic targeted and English-language media properties owned by the same company reach the same audiences? According to The Brownsville Herald’s Cavazos, “There is some, but not a great deal of overlap. We do have subscribers in our core market who take both dailies, English and Spanish. Over 75% of El Nuevo’s total circulation is Spanish-only readership, be it home-delivery or single copy.”

Dino Chiecchi, Editor of Spanish-language publications at the San Antonio Express News, notes that the San Antonio Express News and the bilingual weekly Conexion (both published by Hearst Corporation) often share content. However, Conexion’s content tends to focus more on a Latino angle and in a different way than the Express-News would cover something. “For example, a recent story on singer Gloria Estefan reuniting with a childhood teacher in San Antonio was reported by a Conexion staff writer who wrote one version for the daily product and another, slightly different, version for Conexion. The version for Conexion put more emphasis on Estefan’s family coming here from Cuba and not knowing the language or culture. The “San Antonio Express News’ story had a more general angle, focusing on the bond Estefan and her teacher formed years ago and how the teacher helped her learn English.”

Mercado Billingue is another bilingual publication. Published by Redan Media, it is a bicultural magazine distributed the 1st and 3rd Wednesday of the month and hand delivered to Hispanic households in the Dallas/Ft. Worth area. “With Mercado Bilingue as a mid-week solution and La Estrella as a weekend solution, every week we put our advertisers’ message in front of an audience larger than the attendance at a sold out Cowboy’s game,” says Brent Murphy, President and Managing Partner of Redan Bilingual Media. Redan partners with La Estrella, a Spanish language mostly home delivered weekly with a circulation of 125,000 published by McClatchy (Fort Worth Star Telegram).

To Penni Barton, publisher of Spanish-language newspaper Al Día and www.aldiatx.com in Dallas/Ft. Worth, there is not much audience overlap between The Dallas Morning News and its sister Spanish-language newspaper: “Al Día is a separate publication from The Dallas Morning News, serving distinct audiences. However, Al Día and The Dallas Morning News collaborate frequently by sharing stories, photos and news packages. While Al Día primarily serves the Spanish-speaking (Spanish-dominant) segment in the North Texas metropolitan area, The Dallas Morning News serves the general market in the area.” Al Día is distributed to subscribers in the main counties in North Texas – Collin, Dallas, Kaufman, Denton and Rockwall and distribution reflects where the Hispanic population lives.

Regarding the website, Barton does not see much overlap in content either. “The bulk of the traffic to Dallasnews.com comes from themes/content areas that are not supported through aldiatx.com (i.e. video, slideshows, topic blogs, etc.). The content on aldiatx.com is different, with about 85% coming from outside of the country. About 50% of Dallasnews.com users are local.” Al Día has a circulation of 100,000 home-delivered on Wednesdays and 100,000 home-delivered on Saturday with an additional 25,000 distributed through racks in key areas and retailers.

Are Content Preferences of Hispanics Becoming More Americanized?
“One large segment has become even more Americanized in their content interests – especially in sports and entertainment areas, and general youth culture. The Spanish-dominant resident has continued with a stronger interest in news/sports/entertainment information from Mexico. Both large groups share similar interest in local news and information, with certain topics like, say immigration, of more interest to our Spanish readers,” says El Nuevo publisher Daniel Cavazos.

San Antonio Express NewsConexion coverage has evolved from having more Spanish content and stories on entertainment to focusing more on local news and stories about local events and people,” notes editor Dino Chiecchi. “Staff writers and editors have received feedback from readers that they want more local news and they want to be able to read about an issue or event in Conexion that affects the local Latino community.” Interestingly, readers also prefer getting their information in English, based on feedback given to staff.

To Al Día’s Barton, “There are some content areas that remain consistent across platforms and generations. These are basic stories on the local and immediate environment, starting with education (local schools,) immigration, health, soccer, entertainment, etc. But, as the Hispanic community settles in an area (Dallas, for example,) their news needs evolve to include more cultural relevant stories, with greater interest in local government issues (elections, politics, etc.) as well as diversifying their interest in the aforementioned content. For example, Hispanics start caring about news on the Dallas Cowboys over time, even when they still care about soccer and news from their homeland. The news offer/demand changes simultaneously to the assimilation/integration process.”

Local Content, a Connection Point Advertisers Love
Most, Hispanic publications in Texas are free. That means that the vast majority of their revenues come from advertising. Advertisers love the fact that most of these media properties have a strong connection with their local communities.

To Jeremy Halbreich, Chairman and CEO of AIM Texas (the publisher of The Brownsville Herald, El Nuevo Herald and Extra), the strong community and local media appeal of many Hispanic media properties is a distinct advantage for advertisers. AIM Texas publishes English and Spanish-language newspapers in the Rio Grande Valley and in Odessa, West Texas. Halbreich says that “we are very fortunate that both Odessa and the Rio Grande Valley are strong, attractive growth markets today and for the foreseeable future. The Rio Grande Valley has a population of between 1.2 and 1.3 million and we cover the market with four daily newspapers – three English language in McAllen, Harlingen and Brownsville and one Spanish language in Brownsville, a large 2X weekly English language publication in Weslaco, a weekly English language publication serving South Padre Island and a large Spanish language weekly publication serving the entire Rio Grande Valley region. The Rio Grande Valley growth is fueled by medical services, education, retail, construction, oil and gas, agriculture and the influence of Mexican nationals.” Halbreich says that Spanish-language advertisers in AIM Texas print and digital properties include Sprint Mobile, Mansi Media, T-Mobile, Gemstone, Colgate, News America Spanish Co-Op, Chrysler, Magnet Media, Boost Mobile and AT&T.

The Strength of Home-Delivery
Another feature advertisers, particularly big-box retail advertisers, like about Texas Hispanic publications is that many of them are home-delivered. Retail advertisers like to reach household purchase decision makers, mostly Latina housewives, at home. Contrary to rack distributed newspapers where inserts (FSI’s) can be lost easily before (and if) the publication reaches homes, home-delivered publications guarantee that the inserts
reaches the reader’s home.

Houston Chronicle’s La Voz, the most widely distributed Hispanic newspaper in Houston, with a Wednesday circulation of 200,000 and Sunday circulation of 230,000 copies also relies on home-delivered circulation to lure retail advertisers. In fact, the newspaper substantially increased its home-delivered distribution last year to better satisfy advertiser demand. Andres Valdez, National Sales Manager at La Voz says that the “FSI business has been very significant in the growth of La Voz in 2013. With the circulation changes that were implemented and the addition of home-delivery La Voz de Houston has grown by 95% in comparison to 2012 YTD with the 4th Qtr. just beginning. “FSI advertisers in La Voz include Smart Source, P & G, Sears, Wal-Mart, Rooms To go, Fry’s and Staples.”

According to Redan Media’s Brent Murphy, Mercado Bilingue was the first publication in the Dallas/ Ft. Worth area to utilize direct distribution to deliver an advertisers’ message directly into the hand of the Hispanic consumer. “A lot of agencies and advertisers are surprised when we tell the story that Mercado Bilingue has been in the DFW market longer than both Al Día and our current partner La Estrella,” Murphy notes. In addition, our direct distribution, sampling and door hanger business has been in operation for over 25 years – that’s reaching a lot of homes.”

Genevieve Flores, general manager of Conexion in San Antonio, tells Portada that the publication’s FSI business is a “very important part of the business.” Most recently we had a grand opening insert from Gander Mountain, they just opened a new location here in San Antonio, Texas. Other retailers that participate in our insert program are Rooms to Go, JC Penney, Conn’s, Sears, Target, Wal-Mart, just to name a few.”

Al Día’s Barton also stresses the importance of the FSI business: “The FSI business contributes significantly to our revenue and is very important both to our advertisers and readers. While digital coupon usage is growing exponentially, many Hispanic grocery stores and retailers, don’t accept mo- bile coupons. Also, printed coupons are key during special retail shopping time frames such as back to school and holiday. According to “Placed Insights, 2013”, during the recent back to school period 46% of parents preferred to receive their promotional offers via print. Our recent back to school advertisers included Wal-Mart and Target who complemented their FSI buy with ROP.” Al Día also distributes Vista magazine, a women oriented national magazine published by impremeMedia.

What:Marketers are gearing up early in anticipation for 2014’s Fifa World Cup, in Brazil. It is seen as the most important news event platform for Hispanics. Many marketers, including Gonzalo del Fa, president Group M Multicultural in New York City, began conversations with their clients in 2012 and have already closed some of those deals. Digital media has increased tremendously since 2010’s Fifa World Cup.

Why it matters: 3.2 billion people around the world watched the 2010 World Cup. In addition, as Group M’s del Fa puts it, the World Cup is “DVR proof: 90% of views are live.” That is attractive to marketers as viewers are less likely to skip commercials. Also, because of the many options people have to watch their favorite television shows after originally airing – YouTube and Netflix, as well as digital recording devices – sports programming is seen as a better bet.

The 2014 Soccer World Cup to take place next summer in Brazil will be a major factor in Corporate America’s marketing plan towards the U.S. Hispanic population. Already at the end of 2012, major agency executives started to discuss with their clients their involvement in next year’s major event.

“We started the conversations with our clients at the end of 2012 and we have already closed deals for some of them. We have only few negotiations left that we expect to finalize in the next weeks,” Gonzalo del Fa, president Group M Multicultural in New York City tells Portada®. Group M’s clients include major marketers like AT&T, Macy’s, Subway and Ikea. “We started looking at partnerships for our beer client for 2014,” says Oury Tamboura, Senior Media Manager at Horizon Media in Los Angeles, where she plans and buys Hispanic media for clients including Crown Imports (Corona). “We have been talking about how to approach the World Cup with many of our clients. Given the scope and scale of the event, there are many ways to get involved and integrate a World Cup strategy as part of a client’s holistic approach from now through the games next year,” says Marla Skiko, VP and Director of Digital Innovation for SMG’s Multicultural Division.

“The World Cup is the most important news event for Hispanics every four years. It’s the Superbowl, Final Four, World Series and NBA Finals all in one,” claims Penni Barton, publisher of the Spanish-language newspaper Al Día Texas.

“As we all know, World Cup is a huge event for the Hispanic community because ‘fútbol’ is part of our lives,” says Group M’s del Fa. Del Fa, who is based in NYC but was born in soccer-crazy Argentina, notes that the World Cup is also a truly global event as 3.2 billion people watched the 2010 World Cup around the world. “That is why many clients are looking at this asset as a global initiative, not just a local effort. Even in the U.S., the World Cup is not just a Hispanic event – over 24 million people saw the final between the Netherlands and Spain in 2010. Almost 9 million of them watched it on Univision and almost 16 million did so on ABC.

The Soccer World Cup is ‘DVR proof: 90% of views are live.’

One question mark remains in the midst of all the excitement. In mid-June millions of Brazilians took to the streets all over the country in social protests for more education, health and transport services. Protesters armed with screwdrivers and slingshots clashed with police near Rio’s legendary Maracana football stadium where Brazil defeated Spain to win a third successive Confederations Cup. According to many of the protesters, the Brazilian government cares more about the FIFA World Cup and Olympics than about education and healthcare. Despite the social turmoil, polls have shown more than two-thirds of Brazilians support their country hosting the World Cup for the first time since 1950. Sports media entrepreneurs do no foresee major disruptions during the 2014 World Cup. “We have full confidence in Brazil’s infrastructure and security, as well as the coming together of the people of Brazil in delivering a successful World Cup,” says Félix Sención, CEO and Founder of The Mundial Group.

For many brands sports marketing budgets can take a share of more than three quarters of overall marketing budgets. One such example is NAPA Autoparts, whose Hispanic Advertising Agency is Atlanta-based PM Publicidad. Napa Autoparts is the official sponsor of the Méxican Soccer Federation as well as of the Tour of the Méxican Soccer National team in the U.S.

One publication that receives mostly men oriented advertising is Fútbol Mundial. A publication exclusively devoted to soccer, it has a circulation of 904,000 and is published as an insert in the leading Spanish-language newspapers coast-to-coast. “For 2014, we are expanding circulation and are receiving bids to be part of the larger distribution during World Cup year,” says publisher Félix Sención. Sención also leads a digital ad network called Mundial Sports Network. “Mundial Sports Network is offering fully integrated digital sponsorships for the World Cup across all 4 screens. We reach millions of Hispanic sports fans across our network of affiliates, and we produce and publish original, branded sports content for our advertisers including full brand integration within our coverage,” Sencion adds.

Most importantly, as Group M’s del Fa puts it, the World Cup is “DVR proof: 90% of views are live,” says del Fa. In the era of time shifting technologies, this is extremely attractive to marketers, who know that live viewers are less likely to skip commercials.

Sports programming is a better bet for network broadcasters than almost anything else. The rise of online video providers – such as Netflix and YouTube, as well as the increasing use of digital recording devices – are giving audiences unprecedented choices about what they watch and when they watch it. That is why ratings for most TV networks have fallen sharply. The big exception is sports, which has been practically unaffected by the general ratings declines. According to a Nielsen study, viewers watched 97% of sports programming live in 2012, down slightly from 98% in 2008. Those same viewers watched just 75% of non-sports programming live, down sharply from 93% in 2008.

ESPN, which has aired every World Cup except one in 1982, has the English-language TV rights to the 2014 Soccer World Cup in Brazil. Fox won the rights to the 2018 and 2022 World Cups. Univision holds the 2014 Soccer World Cup Spanish-language broadcast rights. However, in 2011, Telemundo won the Spanish-language rights to air the 2018 and 2022 Soccer World Cups over Univision, which has aired every World Cup tournament since 1978.

Soccer World Cup broadcast rights belong to the most coveted content properties. Interestingly the rights to air in Spanish-language are worth more than the rights to air in English: Telemundo paid more than US $600 million for the Spanish-language rights to air the global soccer tournament in 2018 and 2022, more than the US$ 400 million Fox paid for the English-language rights.

While the networks sell TV ad space inventory to national advertisers, other organizations often sell to local and regional advertisers. This is the case of Time Warner Cable which sells local advertising into ESPN properties, including the 2014 Soccer World Cup.

While broadcasters usually get the lion’s share of marketer’s World Cup investment, digital and print media properties also typically boost their offerings during the World Cup and the weeks leading up to it. Al Día Texas’ Penni Barton, notes that the World Cup represents a tremendous opportunity for Al Día. “We’ll explore expanding our portfolio of print offers via special supplements, insertion campaigns, themed-content sponsorship’s and magazines. Likewise, we’ll explore leveraging opportunities for digital, mobile channels and events.”

‘It will be one of the largest sports events of the century: Time zone is just 1 hour difference from U.S. EST.’

Digital at the Core
The Soccer World Cup takes place every 4 years and the media and advertising landscape has changed since the 2010 South Africa World Cup, particularly digital media.

“The amount of digital viewers has grown robustly since 2010 and the digital inventory is broader across platforms and now includes online, mobile and tablets,” says Francisco Morillo, Digital Media Buyer and Planner at Hispanic Group in Miami. He adds that, nowadays “rich media provides a wide variety of creative ad units and online video ads retain the audience at one site for longer period of times.”

SMG’s Skiko notes that “as the use of digital media continues to grow across multiple screens and devices, it is important we approach any plan or program with digital at the core. The Soccer World Cup is no exception as we know engagement will be happening on many devices and in real time. We believe social and mobile will be especially crucial. Advertisers need to find the best ways for an overall integrated approach that capitalizes on how people will be not only watching, but also discussing, sharing and commenting on all aspects of the games and their teams.”

The Local World Cup: Grassroots Soccer Leagues
Grassroots amateur soccer events are a great way for many media properties to connect with the local community as well as to increase revenue streams from sponsorships. Copa Al Día, organized by Dallas/Ft. Worth Al Día, features 136 teams for approximately 1,500 local youth players, ages 5-14 years old, and is open to both select and recreational teams. Copa Al Día 2013 is presented by The North Texas Chevy Dealers Association in partnership with Burger King, MetroPCS, Azteca Dallas 55, and ESPN Deportes Dallas 1540 AM. New York City’s Spanish-language daily newspaper Diario de México USA organizes a similar league in the New York Metropolitan area.

Another grassroots soccer league organizer is Alianza de Fútbol Hispano, an organization exclusively focused on the organization of soccer leagues. Founded in 2004 by Brad Rothenberg and Richard Copeland, Alianza de Fútbol Hispano is one of the largest grassroots soccer programs in the United States, hosting amateur, soccer clinics, and access to pro scouts from the Liga MX, Major League Soccer (MLS) and American colleges and universities. Alianza de Fútbol Hispano recently struck a deal with LeadDog Marketing through which Alianza de Fútbol will launch the Alianza U program, in partnership with Verizon. The program is designated to help Hispanic players and their families understand and navigate through the college recruiting and admission process. Alianza U provides year-long access to students, helping them with the college application process, college recruitment requirements, financial aid and scholarship information.

LATAM Websites
Hispanics love to go to Latin American sports websites to follow major sports events. Journalists at these websites cover soccer matches with a lot of knowledge, passion and resources. Major sports sites include México’s mediotiempo.com, published by Time Inc. owned Grupo Editorial Expansion and Argentina’s canchallena.com (published by La Nacion) and ole.com.ar (owned by Clarin). Spain’s Marca.com (Unidad Editorial) and As.com (Grupo Prisa) also attract substantial U.S. Hispanic audiences.

Miami based Medula Network, an online ad network that targets the U.S. Hispanic and Latin American space, that grew out of PAL (Periodicos Asociados Latinoamericanos) offers U.S. Hispanic impressions and customized packages in the online sports sections of its Latin American newspaper affiliates. Medula CEO Vicente Jubes notes his network also sells U.S. Hispanic audiences that visit 100% sports oriented sites such as Marca.com, Ole.com.ar, Diez.hn, Sport.es, As.com, Libero.pe and Laaficion.com.

A CRM Tool and Media Vehicle
One company that has been able to develop a very strong database of Hispanic and non-U.S. Hispanic U.S. soccer fans is Sports Endeavors. It is known to many as Eurosport, the title of its soccer catalog, which has a circulation of 1 million a year and is dropped nationally 14 times a year.

Based in Hillsborough, North Carolina, Sports Endeavors, Inc. was founded in 1984 by the Moylan family to provide American soccer players with equipment and information. In almost three decades it has developed into an Amazon.com of soccer related items such as equipment, apparel, footwear etc…. Sports Endeavors has benefited from the fact that the U.S. has one of the most diverse soccer fan bases in the World. This fan base includes constituencies as diverse as Major League Soccer Fans, Hispanic Fans, European Fans as well as Amateur Soccer Players.

“Sports Endeavors sales to Hispanic consumers amount to approximately 20% of its overall sales volume,” says Vicente Navarro, Hispanic Market Director at Sports Endeavors. The company’s database includes more than 100,000 addresses of Hispanic active buyers and 6 million different data points on Hispanic households. Most of these clients receive the Eurosport catalog, which has an average page count of 100 pages.

85% of Sports Endeavors sales occur over its different websites (e-commerce). Its main website is soccer.com which according to Navarro receives more than 4.5 million unique users every month. Soccer.com showcases a selection of top of the line soccer merchandise used by world-class players and teams. It carries brands including Adidas, Diadora, Nike and Puma.

The U.S. Has One of the Most Diverse Soccer Fan Bases: MLS Fans, Hispanic Fans and Amateur Players.

Another feature of Soccer.com is that consumers can shop by players, countries or famous soccer clubs. Soccer.com also hosts official online stores for apparel and equipment of many famous international soccer clubs, including Real Madrid, F.C. Barcelona and Bayern Munich.

While Sports Endeavors Inc’s primary objective is to sell soccer and other sports related items, it has developed a large client database which it offers to marketers interested in reaching the U.S. and U.S. Hispanic soccer fan. The digital and print media Sports Endeavors offers includes Package Inserts, Inserts and ROP ads in the Eurosport catalogue, e-mail marketing as well as display and rich media advertising on soccer.com. Sport Endeavors clients include American Airlines, Budweiser, Lowe’s. ESPN Deportes magazine has been inserted in the past in packages that Sports Endeavors mails out to its Hispanic clients. Notmusa’s Record Magazine has also been inserted in the Eurosport catalog.