Hugo Hernandez


SIGO Hispanic media, a company led by former EC Hispanic Media executive Hugo Hernandez is launching LosEncabezados.com, a mostly Spanish-language headline aggregation website targeting U.S. Hispanics.

losencaLosEncabezados.com aims to become a top 30 Hispanic website in the next 12 months. “Our goal is to become one of the top 30 sites for Hispanics in our first year. The tenth largest site for US Hispanics currently attracts 355,000 uniques per month. Our goal is to reach 50,000 to 100,000 unique visitors per month by the first year anniversary,” Hernandez tells Portada. Hernandez will be the editor in chief of LosEncabezados.com. Like headline aggregation sites such as the Drudge Report in the English-language market, LosEncabezados will not host stories, but link to them. According to Hernandez, “US Hispanics do not have a one stop website where they can get in one quick glance the main headlines from throughout the United States and beyond on the topics that interest them. Most of the headlines are created by our team and linked to the source story.”

LosEncabezados will not host stories, but link to them.

Losencabezados.com’s primary target is the mobile user as many of the Spanish preferred consumers are already skipping desktops all together. The website is responsive and the pages will adjust to the size of the screen they are seen from.

Content: Politics, Culture, Sports and Gossip

LosEncabezados.com headlines will be mainly (but not exclusively) in Spanish and will link to sources in Spanish for the most part. Hernandez notes that “there will be some encabezados in English with sources in English but only for stories that are highly relevant to Hispanics and for content that cannot be found in a Spanish language site. A good example is NPR’s audio coverage of the link between Mexican drug cartels and the violence in Chicago. Our site would likely feature a headline and a link to such content in English. News will be selected by the editor in Chief of LosEncabezados.com and a team of three experienced journalist. “We will have a few journalists also selecting headlines from hundreds of sources. Most of the headlines will be edited and created by our team and linked to the source of the story.”

We will drive attention to stories that may not be getting a lot of attention by mainstream media.

Los Encabezados.com will seek (through its headlines) to call attention to topics and stories that are highly relevant to US Hispanics. The headlines would cut across various categories, politics, breaking news, culture, sports, and  gossip . “Our goal is to also call attention to stories that might not be getting a lot or any attention from the Univisions’ of the world but that should be getting attention.”

Is there enough Spanish-language content available in the U.S. to produce a headline aggregation site?

Hernandez answers that there definitely is not. “However, Spanish preferred readers are only part of our target. We will also link to English language stories that are highly relevant to Hispanics (or that should be). We will also link to superb journalistic sources from Spanish-speaking countries around the world. There is no shortage of good Spanish language journalism and a lot of it is NOT coming from traditional newspapers anymore.”

Losencabezados.com is the second property introduced by SIGO Hispanic Media. It already has introduced MyQuincelife.com a site targeting teens, bilingually and in English. MyQuincelife is also a quarterly magazine with a circulation of 20,000.  It also produces events and a contest for the cover girl of the magazine. The editor in chief or MyQuinceLife.com, which mostly carries local advertising, is Hilda Gabriela Hernandez who was the senior editor of EC Hispanic Media’s Quinceanera.com. SIGO Hispanic Media, based in Los Angeles, CA,  was co-founded by Hugo Hernandez and Rosio Castaneda (co-founder and operations manager) with some funding made available by an  angel investor.

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

Andy Ocasio
recently joined Videology as Director of Sales. Ocasio previously worked at Turn.

Hugo Hernandez has left EC Hispanic Media (publisher of El Clasificado newspaper), where he was working as Director of Marketing and Events.

Eduardo Hapke was recently named Business Director at Grupo Editorial Cosas, based in Miami. Cosas is a South American publishing group which publishes editions of Cosas Magazine in Peru, Ecuador, Chile, Bolivia, Nicaragua and Peru. Cosas is planning to launch a Miami edition.

AIM Media Texas, LLC has appointed Andy Garcia advertising director at The Brownsville  Herald in Texas. In addition to his duties at the Herald, Garcia will also be responsible for advertising sales at El Nuevo Heraldo and El Extra. The appointment is effective immediately. Garcia joins the Herald from 1013 Communications in Dallas, Texas where he was responsible most recently for regional advertising sales for a large group of local community newspapers serving suburban areas around Dallas. Prior to 2013, he worked as a freelancer in new business development for Proterra Advertising & Public Relations in Dallas from 2010 to 2012 and as an independent consultant for ESPN Desportes (KZMP-AM Dallas) from 2009 to 2010.

Robert J. Murray, global president of iProspect, has left the digital agency to  president of Skyword. Murray is expected to start June 3 at the company’s headquarters in Boston.

Azteca America announced the appointment of Margarita Black as Vice President of Programming, where she will be responsible for day-to-day programming and also collaborate on long-term strategy. The appointment is effective immediately. Margarita Black“Margarita has a proven track record with almost two decades of programming success at the leading Spanish-language cable network,” said Martin Breidsprecher, CEO of Azteca America. “We look forward to integrating her market savvy to the Spanish-language broadcast network side.” Prior to her prior role as Vice President, Programming, Promotions & New Program Development at Galavision, Margarita worked as a producer of television and theater in Miami and her native country of Venezuela.

Telemundo Area de la Bahia announced the appointment of Juan Miguel Muñiz as Vice President of News effective immediately. In his new role, Muñiz will be responsible for managing the station’s news operations including the planning and production of news. Muñiz will report directly to Erika Diaz, Station Manager. Muñiz joins Telemundo Area de la Bahia from Telemundo Puerto Rico, where he served as Vice President of News since 2007.

Hispanic Influencer Marketing boutique agency Azúcar Communications announced today that Rasiel Cardentey has joined their growing team as director of events. “We welcome Rasiel’s vision for event planning. His ability to understand what is needed to make an event successful among Latinos together with his commitment to deliver not just events but unforgettable moments will prove to be a winning combination for our agency,” says Natacha Ginocchio, Founder and New Business Director of Azúcar Communications. “He goes beyond the expected parameters of his responsibilities and is able to handle sensitive and confidential information in the utmost professional manner, which is an invaluable quality in the Influencer Marketing category.”

Walmart announced that Dan Bartlett, 41, will become the company’s new executive vice president of Corporate Affairs in late June.  Bartlett was most recently president and CEO of the U. S. arm of Hill+Knowlton Strategies, a global business advisory firm serving corporations, non-profits and associations in 52 countries. Bartlett will report to Mike Duke, Walmart’s president and CEO, and will serve as a member of the company’s executive council.  His responsibilities will include oversight of external communications, government relations and sustainability, as well as the Walmart Foundation, which contributed more than $1 billion in cash and in-kind donations last year.

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