Tag

impreMedia

Browsing

What: Impremedia has achieved the TAG Certified Against Fraud Seal from the Trustworthy Accountability Group for the second straight year.
Why it matters: By receiving TAG recertification, Impremedia reaffirms efforts to fight ad fraud and promote transparency.

Impremedia has renewed its commitment to combating invalid traffic and ad fraud in the digital advertising industry by achieving the TAG Certified Against Fraud Seal from the Trustworthy Accountability Group for the second straight year.

By receiving TAG recertification, Impremedia reaffirms efforts to fight ad fraud and promote transparency. This lets brands and marketers know that they can confidently advertise campaigns with the assurance that their investments are not being affected by fraudulent invalid traffic.

“As creators and curators of quality content, our standards are set high as an obligation to our audience and advertisers. That’s why we are constantly on the lookout to improve Brand Safety and prevent Ad Fraud” said Ivan Adaime, CEO of Impremedia.

To receive the Certified Against Fraud Seal, TAG requires companies to undergo a rigorous review process that certifies a company’s commitment to quality advertising. This program has become the gold standard for companies who want to raise accountability in today’s digital landscape.

As a recipient of the TAG seal, companies are demonstrating that they have taken the necessary steps to ensure the brand safely of their partners. With a digital portfolio of trusted top brands, advertisers are choosing Impremedia to partner up due to those safety standards since 2018.

As part of the responsibility to provide quality solutions, publishers will continue attending TAG’s programs in order to maintain best practices.

“Effective certification programs set a high bar for compliance and then raise that bar each year, so companies like Impremedia can assure their partners that they are taking the necessary steps to fight ad fraud and protect the digital advertising supply chain,”  said Mike Zaneis, CEO of TAG.

What: We spoke to Ivan Adaime, recently appointed CEO at ImpreMedia, about what he’s learned from his time at the company and what he forecasts for these rapidly-changing times.
Why it matters: ImpreMedia’s years of experience with Hispanic audiences and Ivan’s career path are an example of how hard work, willingness to adapt and an ability to recognize your strengths are the basic requirements for success in the digital age.

Ivan Adaime first arrived at ImpreMedia, a New York-based media company that targets U.S. Hispanic audiences, as VP, Digital in 2012. Just a few weeks ago, he was promoted to CEO. We touched base with him in order to revisit his learnings throughout his time at the company and find out about what he envisions for this new transition that has placed him at the forefront of the initiative.

 

Portada: You have been working at ImpreMedia for almost 7 years. How would you summarize this experience?

Ivan Adaime: It has been a great experience full of learnings. A little bit over six years ago, we put in place a new strategy for our digital offerings. Since then, our audience has been growing year over year and is now 10 times higher than it was 6 years ago. We reach now over one million users daily and have over a quarter million of active newsletter subscribers.

It wasn’t a straight line though. The media landscape changed wildly and we had our fair share of mistakes and self-inflicted wounds, but we learned from them all. Once the content, the user experience, and the audience were in place, we started to get results on the revenue front, increased in the last years due to programmatic.

 

Portada: What are some valuable things that you have learned in the last 5 years?

I.A.: We learned that putting your user first always pays off. The rest, including monetization, will follow. Since we don’t do any paid audience acquisition, we focused on satisfying our readers’ need to grow. Therefore, we invested mainly in two main areas: content and technology that allow us to offer a great user experience.

We also learned a great deal working with data. It has helped us understand much better what our audience and advertisers value. In many cases is not what we think that they value. Working with data is not plug and play, though. You first need to know what you want to know. Only then you’ll be able to mine for the data that will help you take the best product and business decisions.

Most importantly, we learned how important focus is. There are so many opportunities in media today, but you can’t follow them all. You need to go after those that make sense to you. If not, you’ll lose many resources pursuing opportunities that are not meant to be.

 

 

 We learned that putting your user first always pays off. The rest, including monetization, will follow.

Portada: What is the future of Spanish-language digital media in the U.S?

I.A.: I think it faces a great future as it has and will have a sizable audience willing to consume media in Spanish. This segment of the U.S. population is here to stay. On top,  all reports forecast that a good portion of the population growth in this country will come from Hispanics, either already living within or new immigrants. But this audience’s media habits are changing rapidly, thus the opportunities will be greater for media that are able to adapt to these changes and build sustainable business models.

 

Portada: We understand ImpreMedia sells a substantial amount of its digital inventory programmatically, can you explain why this offering has grown and what the growth drivers are?


I.A.: 
That is correct, most of our digital revenues are programmatic and that’s what has been fueling our growth year over year. Since we saw 2 or 3 years ago that the shift to programmatic was inevitable, we put a lot of effort into updating our ad stack. One thing is having it structured for direct sales, but it’s very different having it optimized for programmatic. We invested a lot of resources on data, improving page speed loading times, viewability and combating ad fraud.

We are the only Hispanic publisher that has the Trustworthy Accountability Group (TAG)’s certification for improving transparency and fraudulent advertising. We cleaned up the user experience and removed all intrusive ad formats from our websites. In short, we greatly improved the quality of our inventory. And that translated into a much greater yield. Add to the mix our audience growth and you have pretty much the main drivers of our programmatic reality.

Working with data is not plug and play. You first need to know what you want to know.

Portada: Who are your main partners in the programmatic offering on the DSP side?

I.A.: We tend to work with the main players in the digital advertising ecosystem: Google, Amazon, AppNexus. We are connected with the main exchanges via server-to-server bidding and we have PMPs active with agencies and advertisers through several DSP platforms. We too do work with smaller companies that add genuine inventory demand, the one that cannot be found in the exchanges.

 

Portada: What do you think will be the role of video? Do you think publishers have an important opportunity getting audiovisual (TV) budgets going forward?

I.A.: Some publishers might have an opportunity, but it is not a battle that all publishers should fight. For some it would make sense; for others, definitely not. Timing is also important. The infamous “Pivot to Video” that left a good number of casualties in the media ecosystem should be an important lesson moving forward. Don’t get me wrong, our video offerings are growing year over year, and most likely will continue to do so, but we are doing it at our own pace.

Opportunities will be greater for media that are able to adapt to changes and build sustainable business models.

Portada: The roots of ImpreMedia are in newspaper publishing, how are these roots reflected in ImpreMedia’s DNA today?

I.A.: Our roots are well reflected in our commitment to stand for —and to super-serve— our community when it matters most. That hasn’t changed a bit and is our daily guide. What is very different is the audience that we reach in the digital front  95% comes from a mobile device, 60% is under 45 years old, predominantly women. Thus the content and the way to reach them is very different.

 

Portada: What role do you see for print media going forward at ImpreMedia?

I.A.: It definitely has a role as we still have a sizable audience that wants to engage with our print products on a regular basis.

 

Portada: What will the salient features of ImpreMedia be in 5 years?

I.A.: We’ve been living in a period of rapid change and most likely this will continue. We are seeing a lot of great opportunities in the near future. If we succeed in pursuing them, in five years our audience will be even bigger and more engaged than it is today. But we will follow each opportunity responsibly. We are committed to building a company for the long run, one that is able to survive platform and user-consumption changes. To do so we need to be humble and agile to read and react to those changes. Therefore, we will continue to operate in a nimble way, focusing our energies and investments on core strengths and pursuing new opportunities in our own terms.

 

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!)

 

iProspect has promoted Brittany Richter to SVP, Head of Products and Services. Reporting to Michael Gullaksen, Chief Operating Officer at iProspect US, Richter is responsible for overseeing the delivery of all products and services at the agency, including search, social, SEO and display.

 

 

 

 

Iván Adaime has been appointed CEO of ImpreMedia. He previously occupied the position of Executive Vice President, Digital. Adaime succeeds Gabriel Dantur, who led the company since January 1, 2016.

 

 

 

 

 

Romina Rosado has been promoted to SVP, Digital Media at Telemundo, barely three months after joining the company as SVP of Noticias and Digital News. She’ll now lead digital, social, and mobile experiences for Hispanic audiences in the U.S. and abroad. Meanwhile, Borja Perez, who previously filled this role, assumes the newly-created position of SVP, Revenue Strategy, and Innovation.

 

 

 

Ogilvy has appointed Piyush Pandey to the role of Global Chief Creative officer, replacing Tham Khai Meng who was dismissed earlier this year following an internal investigation. Pandey is chairman of the group’s India office and will retain his current responsibilities but will also be tasked with upping the quality of creativity across the  Ogilvy network. He will remain based in Mumbai.

 

 

 

 

Lynn Lewis has been appointed UM‘s new U.S. CEO, confirms the division of IPG Mediabrands. Lewis, who has worked at the shop for 15 years and held multiple positions, most recently served as UM’s East Coast regional president and global CMO.

 

 

 

 

Nigel Vaz, chief executive EMEA and APAC for Publicis.Sapient, is to succeed Sarah Golding as the president of the Institute of Practitioners in Advertising (IPA). Vaz will pick up the mantle from Golding, who is chief executive and partner at The &Partnership, when her two-year term comes to an end in March.

 

 

 

 

After almost four decades with Unilever, Chief Marketing Officer Keith Weed is to retire from the business. Weed will leave the role in May next year. Unilever has not yet announced a new CMO.

 

 

 

 

 

What: impreMedia recently announced the creation of IM Studio ñ, its in-house marketing solutions service provider.
Why it matters: More media companies are starting to open their own marketing solutions divisions as part of their growth strategies.

Jeffrey Duque
Jeffrey Duque, VP of client solutions at IM Studio ñ.

For years the media company impreMedia has been providing specialized content for Hispanic audiences in the U.S. through different print and digital brands such as La Opinión, El Diario and La Prensa. But since 2014, the team started receiving requests to create personalized solutions for marketing agencies and their clients and become a sort of personal publisher. “We soon realized that there was a huge opportunity in this market,” remembers Jeffrey Duque, VP of client solutions at IM Studio ñ.

“Since we are experienced in generating content, we saw the chance to offer agencies and their clients the opportunity to generate content for them and help them create their own media,” ads Duque. With this goal in mind, IM Studio ñ was launched in January 2015 to become an in-house marketing solutions service provider, specialized in the Hispanic and multicultural market.

We soon realized that there was a huge opportunity in this market.

As a marketing solutions service provider, IM Studio ñ works as an independent institution, separate from impreMedia. For example, when planning a client’s media buy, impreMedia is just one more option, and is not given any special preference. “We offer a lot more thab just our own media,” says Duque

Also, once the strategy and the campaign are built, it becomes property of the client. They get to use what IM Studio ñ creates as they wish, and with whomever they want. “When, for example, we write a story in form of native advertisement, they can sell it to any other paper or content provider: it doesn’t have to be published on impreMedia’s pages,” he explains.

“When planning a client’s media buy, impreMedia is just one more option.”

To create a broader impact when building a campaign, the agency is aiming to work with a similar model like that of Buzzfeed. According to Duque, Buzzfeed analyzes the distribution points first, and then uses that insight to create content. “We are not there yet, but we are looking at the same strategy.”

To make sure their campaigns are working, the team is very passionate about measuring every phase. “It is very important to measure the whole process so you can make sure you are having the impact you are looking for. This is also why we offer flexibility to make sure we are meeting those KPIs,” explains Duque.

After little more than one year in operation, one of the challenges the agency faces is to differentiate itself from its mother company. “The relationship with impreMedia is good because it has opened so many doors for us. But at the same time, it is also hard to differentiate ourselves and make it clear that we are not trying to sell media, but that we are here to sell marketing solutions. It is a process of evangelizing what we are doing,” explains Duque.

Check out: Learn how L’Oreal is revolutionizing Content Marketing at PortadaLat

Join us at PORTADA Mexico!

Are digital publishers in the U.S. Hispanic market and Latin America adopting header bidding? Does it really lead to increased transparency between digital media buyers and publishers? We look at these topics and speak to some regional industry leaders to gain insight on header bidding’s role in the adoption of programmatic buying.

Header bidding was invented to help publishers find the best prices for ad space inventory through avoiding the trouble spots generated by the waterfall effect of Google’s DoubleClick for Publishers (DFP).  Basically, header bidding is a way for digital publishers to directly solicit an essentially simultaneous auction from all the bidders or buyers of digital advertising. While this all sounds nice, publishers in the region have hesitated to adopt header bidding as the rapid pace of the industry makes it near impossible to keep up with (and understand) the latest tools available.

Consensus:  Slow Uptake of Header Bidding

natalia borges
Natalia Borges

The general sentiment in the industry is that Latin America is hesitant to adopt header bidding even when there is great interest and enthusiasm about its existence. Some in the industry started exploring the option early. Natalia Borges, vice president of marketing at Batanga Media, which is active in the U.S. and Latin America, says that the company started to explore header bidding in 2012, but that “the first programmatic header bid impression didn’t come in until July of 2014.”

Peter Gervai, Director of AppNexus Latin America, has been pleasantly surprised by the region’s awareness of header bidding, but says that much of the interest comes from dissatisfaction with other options: “The level of attention is

Peter Gervai
Peter Gervai

inversely proportional to the negativity that other models seem to attract, as publishers see they are loosing value in the more predominant waterfall system, and other competitive systems, that seem to favor one provider over others.”

But the biggest obstacle to the adoption of header bidding may be quite simple: it’s confusing. Juan Jose Nuñez, founder and CEO of Vertical3 Media, believes that publishers in the U.S. Hispanic and Latin American markets are not taking advantage of header bidding’s many benefits due to a “lack of deep knowledge” about programmatic. He continues: “This puts publishers in a very delicate situation because they are seeing how gradually their inventory generates less income and some are considering whether to continue betting big on the model of content generation and news given the lack of advertising revenue.”

On the other hand, Gustavo Landivar, Director Digital Platforms at Unidad Editorial, says that his company has not been pushing header bidding to clients, claiming that not all of his clients want that premium space, despite the fact that it generates more revenue.

Will Publishers Adopt Programmatic Thanks to Header Bidding?

The general sense is that header bidding offers great benefits for

Juan Jose Nuñez
Juan Jose Nuñez

those that, as Vertical3 Media, Juan Jose Nuñez says, want to have “greater control over their inventory and receive  higher revenue by changing the typical approach of cascade monetization by that of header bidding.” But how can publishers come to understand online inventory management and programmatic income generation well enough to make use of header bidding’s benefits?

AppNexus’ Gervai sees no easy solution, as the industry is simply moving so fast, that “it’s hard to keep up…Not with the ideas and concepts, but with implementing the ideas and concepts. So despite understanding and enthusiasm even, we have seen very little in terms of actual use.” Even after talking publishers through the pros and cons of header bidding and dispelling fears about latency issues, there is resistance to the unfamiliar: Having the knowledge, the right concept, the right support seems to be insufficient when you face the ‘great inertia.'”

Publishers,especially those pure players that rely more on indirect revenues, are starting to understand the benefits of header bidding.

Google Double Click: A Game Changer?

Ivan Adaime
Ivan Adaime

Ivan Adaime, VP of Digital at Impremedia, echoes the general sentiment that header bidding is not seeing widespread use in Latin America and the U.S. Hispanic market. But he claims that publishers – and especially those “pure players” that “rely more on indirect revenues” – are starting to understand its benefits. He signaled that most are using Google’s Double Click and Ad Exchange, and that the upcoming launch of Double Click’s First Look will be “nothing more than their answer to header bidding.”

How Important is Transparency?

How transparent is the relationship between publishers and buyers? It depends on whom you speak to. Batanga’s Borges says that one of the most appealing aspects of header bidding is that it would increase transparency. “Header bidding allows publishers to have more flexibility and a more streamlined, direct relationships with buyers,” she claims.

But Adaime cautions the industry not to overestimate header bidding’s influence on the adoption of programmatic, as he believes that header bidding essentially “gives publishers using Google’s DFP and Ad Exchange a bit more transparency on the bids that they receive for their inventory​, especially for the lower tiers of CPM,” but that if we are talking about private exchanges or private deals when we say programmatic, header bidding won’t have as much of an impact, since those activities are “already pretty transparent, and at the top of the typical waterfall setups of the ad servers.”

Only time will tell how the region (and the world) adapts to the many alternatives available to the industry. Programmatic advertising is still new, and probably too complex. In the meantime, no one can blame publishers for resisting something complicated enough to make anyone’s head spin.

What: New York’s El Diario, an ImpreMedia newspaper, dismissed 13 employees last week of which 6 belong to the Editorial Team.
Why it matters: The new cost cutting round reflects costs pressures that are faced by newspapers in large U.S. cities. Smaller market community newspapers have been a bit more shielded from the heavy downfall in ad revenues. Impremedia’s new CEO Gabriel Dantur acknowledged that the company has lost money in each of the 4 years since the Argentinean Group La Nacion bought ImpreMedia.

New York City’s largest Spanish-language newspaper El Diario last week dismissed 13 employees, of which 6 belong to the editorial team. Manuel Avendano, Night Editor of El Diario, told NY1 that “out of 100 employees El Diario used to have, only 35 remain.” NY1’s Joaquin Inoa reports that some employees think that El Diario will cease publication in print. impreMedia’s new CEO Gabriel Dantur notes that the paper will continue to be printed, but that measures will be taken to put more emphasis on digital, mobile and social network communications. In mid 2014 El Diario went through a redesign led by Juan Varela, the VP of Content at the time, Varela noted that the idea was to redefine the concept of a quality popular newspaper.

While many Spanish-language newspapers have strong community newspaper features and have been somewhat shielded from the heavy decline in ad-revenue -community newspapers in smaller markets have held relatively strong compared to large metropolitan dailies-, in large cities like New York and Los Angeles the environment has been much more challenging.

The overall company now brands itself as a “marketing solutions company with the soul of a publisher.

Agency Approach

ImpremediaimpreMedia last year also introduced IM Studio ñ-an in-house Marketing Solutions division. The unit develops brand-centric, “customized opportunities through own-able & shareable content to meet the needs of clients looking to reach the evolving US Hispanic audience.” The overall company now brands itself as a “marketing solutions company with the soul of a publisher.”
In addition to El Diario , impreMedia publishes La Opinion in Los Angeles, also a daily, as well as weeklies La Raza (Chicago), La Opinion de la Bahia (San Francisco, formerly called El Mensajero) and La Prensa in Orlando. The group also publishes ESPN Deportes La Revista under a license from ESPN and digital properties Rumbo (Houston, formerly also a print newspaper), ParaTiMujer.com, gossip site Flashpik.com as well as soccer site QuieroMasFutbol.
National Magazine Vista, which mas mostly distributed as an insert into newspapers, was discontinued last year.

Join us at PORTADA Mexico!

In 2015 major retailers have transferred FSI (Free Standing Inserts in Newspapers, circulars, or preprints) dollars to digital advertising, and are studying results for future advertising commitments. A round-up about how this situation is playing out in the Hispanic newspaper market.

Hispanic NewspapersThe FSI business, an ad-category that has been relatively shielded from the general decline in newspaper advertising, has lately also seen significant declines. Walmart’s decision earlier this year to cut its overall FSI advertising by 50% has definitely played a role. Says, Zulema Tijero, Advertising Manager at El Tiempo Latino, owned by The Washington Post: “Due to Walmart scaling back on their preprint, our preprint business has declined for 2015 about 30%, but our local business has grown specially in the arts/entertainment categories.” Tijero adds that the FSI business is declining because it’s a huge expense to print the FSI, therefore advertisers are moving dollars to online.
“Big box retailers appear to have made a real strong effort on Cyber Monday offerings and have transferred FSI dollars to digital, and are studying results for future advertising commitments, luckily impreMedia is in a position to capture many of the transferred dollars as a result of our digital offerings,” notes George Ayala, ‎VP Advertising Eastern Region at impreMedia, a major Hispanic newspaper publisher.

Tangible Offers

Newspaper CouponsPrinting substantial runs of preprint advertising can cost up to US$ 1 million per run, but FSI’s remain a key way for advertisers to obtain reach, which digital media often cannot give them.) Even with the circulation declines at major newspapers inserts still land in about 50 million households, according to Borrell Associates, a market-research firm. impreMedia’s Ayala notes that, despite less business from big-box retailers,”FSI’s have been just slightly stronger (than ROP advertising) for the following reasons: They allow customers to have a tangible printed piece they can hold on to until they are ready to purchase. Some companies feel customers are feeling a bit overwhelmed and confused with the many online offerings. Also FSI real estate allows you to show multiple offerings on one page and most newspaper companies including impreMedia allow you to distribute FSI at zip code level providing great cost efficiencies.” Ayala notes that the strongest category in FSI’s are Grocery &; Telecom.

Some companies feel customers are feeling a bit overwhelmed and confused with the many online offerings. FSI’s allow companies to provide customers with a tangible offer, customers can hold on to and use when they are ready to purchase.

Switch Back from Digital to Print in 2016?

“We feel engaging the Hispanic consumer through culturally relevant print remains the most effective approach available in terms of advertising cost and advertising results. Most of our major advertisers have expressed disappointment with the results of digital experimentation in 2015 and the quarterly results for advertisers that cut back on print back up this assessment,” a Hispanic newspaper publisher tells Portada. “Experienced marketing directors know that most digital audience numbers in Hispanic are dreadful. Most also understand that attempting to engage the Hispanic consumer (regardless of generation) through general market media is the exact opposite of cultural engagement,” he adds.

“I would say FSI are almost always stronger than ROP and this year is no different. Retail advertisers mostly are to account for FSI revenue. They are also loyal and frequent advertisers. Consumers love shopping from their weekly circulars and the return on investment to the advertiser shows it,” says Anita Grace, an advertising sales executive who sells into newspapers including The Brownsville Herald, La Voz de Arizona and Excelsior/La Prensa Riverside says that

Homero MartinezHomero Martinez (photo), general manager of the Dallas Morning News Spanish-language publications,”FSIs continue to be a strong and effective way for advertisers to reach consumers. Even with all the different forms of advertising out there, very few are as tried and true as FSIs. Furniture, Grocery, Retail, Home Improvement, and Telecom are strong players.” Andres Valdes, National Sales Manager at the Houston Chronicle, claims that within the preprint FSI vehicle big-box retail is the largest category and Quick Services Restaurantes (QSRs) the weakest. The Dallas Morning News Homero Martinez agrees, “Sit-down restaurants and QSRs are a couple that we’d love to see more.”

Hispanic newspaper circulation, contrary to the vast majority of general market newspaper circulation, is actually up. It grew by 4 percent last year for 31 weekly Spanish-language newspapers examined by Pew Research Center in a recent report. This trend reflects the great appetite for reliable, local news among Hispanics.

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

::: IPG MEDIABRANDS – Fernando Monedero, Camilo Concha :::  Gabriel Dantur – impreMedia ::: João Livi – Talent Marcel ::: Diego Medvedocky – Grey ::: Fernando Garcia – Havas Digital Media Group Perú :::

Click here for previous Latam Changing Places editions

Foto Fernando MonederoFernando Monedero joins IPG Mediabrands, the global network of media agencies, as Manager at Mediabrands Miami. The position had been vacant since earlier this year, when Helber Diaz, the former Manager of Mediabrands Miami left the company to become ‎Regional Media Sr. Manager Latin America at Alcatel Onetouch.Read more.

 

descarga (3)In addition, Camilo Concha, current Initiative Colombia’s manager, takes over as CEO of Mediabrands in that country. Concha was responsible for the management and leadership of marketing team in Europe, Latin America and the Caribbean. The new CEO of Mediabrands Colombia will continue developing his job as manager of Initiative in parallel.

 

descarga (1)Gabriel Dantur has been appointed new CEO at impreMedia effective January 1, 2016. impreMedia was acquired by Argentinean Media Group La Nacion almost four years ago and the leadership of the company out of its New York City headquarters was held by also Francisco Seghezzo ever since he replaced Monica Lozano in June 2014.Read more.

 

descarga (2)João Livi has replaced José Eustachio as CEO of the Brazilian agency Talent Marcel, former Talent. José Eustachio will take over as president and will continue to have an important role in the daily activities of the agency, which may not be change significantly. Livi will provide the brazilian shop with new capabilities and creative tools, particularly in the digital field.

 

descarga (4)Diego Medvedocky will be the new regional vice president creative director of Grey. Medvedocky is vice president and DCE at Grey Argentina too. He will guide creativity of the 13 network operations in the region. Previously, he worked at Del Campo Saatchi & Saatchi and Publicis Graffiti.

 

descarga (5)Fernando Garcia is the new director of Havas Digital Media Group Perú. He comes from Llorente & Cuenca, where he served as director of online communication. Garcia will be responsible for promoting digital initiatives like search, programmatic buying, social media and mobile.

 

 

Gabriel Dantur has been appointed new CEO at impreMedia effective January 1, 2016. Dantur replaces Francisco Seghezzo, who will return to Argentinean newspaper La Nacion (impreMedia’s owner) in Buenos Aires Argentina. Check out Dantur’s view of the media space in the video below.

ImpremediaGabriel Dantur has been appointed new CEO at impreMedia effective January 1, 2016. impreMedia was acquired by Argentinean Media Group La Nacion almost four years ago and the leadership of the company out of its New York City headquarters was held by also Francisco Seghezzo ever since he replaced Monica Lozano in June 2014. Since the acquisition by La Nacion, impreMedia’s efforts have been focused on transforming the company into a sustainable and successful business. Beyond the traditional printed products that have seen redesigns, impreMedia claims to have grown exponentially with its digital offerings and developed an in-house market solutions division called IM Studio ñ focused on providing client centric services, strategic consultation, creative and content marketing.

Although I will have big shoes to fill, I feel I am up for the challenge and focused on further developing impreMedia into a sustainable and growing business.

Below a (VIDEO) of Gabriel Dantur which heps to explain his view of a modern media company (Presentation: The future of Latin media at the 2012 Edition of the Portada LatAm Summit in Miami.)

Digital Media and Tech Experience

For this new stage, new CEO Gabriel Dantur will bring his experience in digital media, technology and innovation. Dantur is an industrial engineer who graduated from Buenos Aires University. He started his professional career in 1988 as a sales support engineer at IBM, and for the subsequent 10 focused on the consumer package goods industry in companies such as Best Foods, Ferrero, Molinos Rio de la Plata and Kimberly Clark. In 1999 he followed his entrepreneurial spirit to work at an e-commerce start-up and in 2002 he became the Regional Marketing Director for Kodak Latin-America. In 2006 Gabriel joined LA NACION to collaborate in the disruptive digital transformation over a traditional medium as the Digital Business Manager and later as Vice President of Digital.

“After having the most rewarding experience to engage with Franciso and his team as a participant of impreMedia’s Board of Directors for the past few years, I am now very excited to move into the next phase of my career replacing Francisco as the leader of this talented team. Although I will have big shoes to fill, I feel I am up for the challenge and focused on further developing impreMedia into a sustainable and growing business.”, said Gabriel Dantur.

impreMedia has a digital and print portfolio of trusted, influential brands that reach a highly engaged, multi-generational Hispanic audience. La Opinión in Los Angeles is the nation’s #1 Spanish-language daily newspaper, while El Diario in New York is the oldest Spanish-speaking daily. It also publishes La Raza in Chicago, La Opinión de la Bahía (formerly El Mensajero) in San Francisco, and La Prensa in Orlando. In 2014 , impreMedia launched  Studio Ñ, its creative agency focused in providing highly customized products and services to  clients looking to reach the evolving US Hispanic audience.

Gabriel Dantur has been appointed new CEO at impreMedia effective January 1, 2016. Dantur replaces Francisco Seghezzo, who will return to Argentinean newspaper La Nacion (impreMedia’s owner) in Buenos Aires Argentina. Check out Dantur’s view of the media space in the video below.

ImpremediaGabriel Dantur has been appointed new CEO at impreMedia effective January 1, 2016. impreMedia was acquired by Argentinean Media Group La Nacion almost four years ago and the leadership of the company out of its New York City headquarters was held by also Francisco Seghezzo ever since he replaced Monica Lozano in June 2014. Since the acquisition by La Nacion, impreMedia’s efforts have been focused on transforming the company into a sustainable and successful business. Beyond the traditional printed products that have seen redesigns, impreMedia claims to have grown exponentially with its digital offerings and developed an in-house market solutions division called IM Studio ñ focused on providing client centric services, strategic consultation, creative and content marketing.

Although I will have big shoes to fill, I feel I am up for the challenge and focused on further developing impreMedia into a sustainable and growing business.

Below a (VIDEO) of Gabriel Dantur which heps to explain his view of a modern media company (Presentation: The future of Latin media at the 2012 Edition of the Portada LatAm Summit in Miami.)

Digital Media and Tech Experience

For this new stage, new CEO Gabriel Dantur will bring his experience in digital media, technology and innovation. Dantur is an industrial engineer who graduated from Buenos Aires University. He started his professional career in 1988 as a sales support engineer at IBM, and for the subsequent 10 focused on the consumer package goods industry in companies such as Best Foods, Ferrero, Molinos Rio de la Plata and Kimberly Clark. In 1999 he followed his entrepreneurial spirit to work at an e-commerce start-up and in 2002 he became the Regional Marketing Director for Kodak Latin-America. In 2006 Gabriel joined LA NACION to collaborate in the disruptive digital transformation over a traditional medium as the Digital Business Manager and later as Vice President of Digital.

“After having the most rewarding experience to engage with Franciso and his team as a participant of impreMedia’s Board of Directors for the past few years, I am now very excited to move into the next phase of my career replacing Francisco as the leader of this talented team. Although I will have big shoes to fill, I feel I am up for the challenge and focused on further developing impreMedia into a sustainable and growing business.”, said Gabriel Dantur.

impreMedia has a digital and print portfolio of trusted, influential brands that reach a highly engaged, multi-generational Hispanic audience. La Opinión in Los Angeles is the nation’s #1 Spanish-language daily newspaper, while El Diario in New York is the oldest Spanish-speaking daily. It also publishes La Raza in Chicago, La Opinión de la Bahía (formerly El Mensajero) in San Francisco, and La Prensa in Orlando. In 2014 , impreMedia launched  Studio Ñ, its creative agency focused in providing highly customized products and services to  clients looking to reach the evolving US Hispanic audience.

 

 

As the ultimate reality TV, sports is the one place where advertisers and agencies are confident that consumers will watch their commercials without skipping or time-shifting, although Steve Mandala EVP Advertising Sales at Univision said at the Upfronts  that Univision is unaffected by fragmentation. Let’s take a look at what the networks boasted in terms of Sports content offerings at last week’s Upfronts in New York City.

DOWNLOAD Portada’s 2015 Soccer Marketing Guide!: Portada’s 2015 Soccer Marketing Guide!

ESPN and ESPN Deportes

Photo: Milas Page. Creative Commons.
Photo: Milas Page. Creative Commons.

ESPN says 97% of its viewing occurs live vs. 57% for entertainment programming on broadcast networks. ESPN Deportes announced at its Upfront in New York City new initiatives focused on strengthening the network’s digital video offerings, original content lineup and diverse programming. Special guests included Spanish soccer star David Villa, who recently debuted with MLS’s newest team New York City FC, and ESPN Deportes’ on air commentators including Hugo Sanchez, Alejandro Moreno, Antonietta Collins, Alfredo Lomeli and recent Sports Emmy-award winner Ernesto Jerez. The presentation emphasized the importance of multimedia, multiplatform content and live programming to engage and reach the avid Hispanic sport fans, underscoring their power and relevance in sports consumption. The network’s success in delivering the most diverse sports programming will be the groundwork for the brand’s focus on live, diverse programming in 2016, highlighted by the return of the UEFA European Championship. ESPN will be the exclusive home of the 2016 UEFA European Championship. In addition the Network will be available on Sling TV. The network also launched ESPN Quick Hits, a collection of short-form videos across ESPN Deportes’ digital properties.

impreMedia Activates ESPN Print Extensions

Starting this fall, ESPN Deportes La Revista will expand its editorial offerings by adding Hombre ESPN, a new section dedicated to fashion, lifestyle and culture of the Hispanic athlete, featuring articles, interviews, trends and travel. Hombre ESPN will debut in the August/September issue. impreMedia, one of the leading Hispanic news and information companies in the U.S., continues to publish ESPN Deportes La Revista (circ. 250,000). The magazine publishes six issues per year and is distributed in the top Hispanic DMAs through a matrix structure that includes single copy sales/newsstands and newspaper delivery. George Ayala, VP Advertising Eastern Region, at impreMEdia tells Portada that 250,000 copies are going to be distributed with a matrix distribution model: some inserted into impreMEdia papers the balance newsstand sold.
Regarding ESPN Hombre, Ayala notes that “ESPN-Hombre is a new section within ESPN highlighting the fashion & life style of Latino athletes when not in uniform. It will feature them from formal to sportswear, favorite travel destinations, drinks, technology etc. providing a great environment for Fashion, Auto, Travel, Beverage and other related categories to showcase their products.” He adds that “The ESPN + program for advertisers is simple, we will pick up the ad and run it within our sports section of our newspapers hence extending the reach to over 3,000,000 readers when you combine ESPN and our newspaper readers. There is also an online, mobile, social media and event component to the print program in order to maximize the advertisers reach of US Hispanic men. It’s an offering only ImpreMedia can do to help advertisers reach Latino men in the U.S.”

Univision Deportes

Univision Deportes’ new offerings include the launch of UD Fantasy, which aims to engage the 41 million players of fantasy sports. Fans will be able to create their own fantasy team and compete for the overall ranking, join private leagues with their friends, and challenge UD talent. “UD Fantasy” will launch in July 2015, for the next Liga MX Apertura and gradually expand to other leagues. A highlight in Univision’s programming is “Copa America Centenario next June in the U.S. A soccer event 100 years in the making. Sixteen national teams, including the United States, Mexico, Argentina and Brazil, will compete for the first time on U.S. soil for the championship of all the Americas. Two major soccer confederations.

Azteca’s Viernes Futbolero

“Our ‘Viernes Fútbolero’ (Friday Night Fútbol) sports franchise has become appointment television for our audience delivering major ratings success for our network and our clients,” stated Court Stroud, Executive Vice President, Network Sales and Digital, Azteca America. “This upfront season we continue to innovate and deliver the most value and maximum ROI to our agencies and clients through expanded, cutting-edge, on-air brand integrations, digital content marketing and creative branded entertainment solutions.” More on Azteca’s upfront here.

BeINSports

beIN SPORTS has the exclusive English-language and Spanish-language rights to Copa America, the month-long tournament that will be held in June in Chile featuring the giants of South America including Brazil, Argentina, Colombia and Uruguay as well as the other CONMEBOL countries and invited nations Mexico and Jamaica.

Telemundo and NBC Universo snatch Concacaf World Cup Qualifier Rights

Telemundo and NBC Universo have won Spanish-language broadcast rights to all CONCACAF World Cup qualifying matches played outside of the United States and Mexico in the 2018 and 2022 cycles. The deal was announced last week in New York at the glitzy upfront presentation for the over-the-air network and its sister cable channel. Both brands’ sports properties have been merged into a new NBC Deportes division within Philadelphia-based Comcast’s multimedia empire. For some time now, Telemundo has bought broadcast rights to Mexico’s road World Cup qualifiers, wherever they have been. Each CONCACAF nation owns the rights to its home games. Mexico games have long drawn an audience worth the expense. When it came to United States games, though, the demand didn’t always exist to justify paying the ransoms demanded by Caribbean and Central American nations. So Traffic Sports, CONCACAF’s marketing agency, put the games on closed-circuit or pay-per-view television. For NBC’s Telemundo the deal is a logical extension as it already has the Spanish-language rights to the 2018 World Cup Tournament in Russia and 2022 in Qatar.

More about the 2015 TV Upfronts: Upfronts: Broadcasters Aim to Keep Hispennials Watching, while Agencies Crave MeasurementAzteca to Enable Integrated Linear and Digital Video Planning by Q4 2015.

Join us at PORTADA Mexico!

impreMedia’s New York daily newspaper El Diario just revealed a new editorial design and format. Portada asked Juan Varela, VP Content at impreMedia and the brain behind the redesign, about the “new” El Diario. Varela joined impreMedia as VP of Content in 2013. In this role, Varela is responsible for content creation across all of impreMedia’s platforms including newspapers, magazines, custom publishing and digital properties. El Diario currently has a weekday circulation of 35,000 and more than one million unique users on its website as well as more than 300,000 fans on Facebook.”

 

El Diario redesignWhat type of digital and print properties should a Hispanic community publication like New York’s El Diario have? Juan Varela, VP Content at impreMedia seems to have the answer. “We are trying to redefine the concept of a quality popular newspaper. We took the best of tabloid press in the US with the experience of the reinterpretation of popular tabloids specially in Latin America. But today print design is as important as the experience in mobile apps and tablets. We are trying to cross borders between print and digital and merge the news needs with the impact and colorful experiences of mags and their reinterpretation in tablet design.” One major question relating to any newspaper redesign in the digital age is whether the editorial design fits with the online design. According to Varela, “it is more a question of content architecture and structure, not only design. The new print newspaper leaves the section concept and adopts a dynamic structure around topics with hashtags. This is the same structure and navigation compared to digital. We are building a unique experience for our audience and speeding up the convergence in the newsroom.We are rethinking the newspaper from mobile and social networks to achieve the same reader experience in print and digital. Our journalists are producing a lot of content digital first in our sites and in social networks, and afterward we use this content to publish the paper.”

It is more a question of content architecture and structure, not only design.

Varela adds that the new “El Diario tries to take advantage of digital formats and shows contents and news with the same dynamic navigation and using resources that readers use everyday with their mobile phones, social networks and other devices.”

Stag is the new Font

Varela notes that the new font is Stag, a very contemporary and modern typography with a lot of versatility to produce different digital and print products.”Stag is a reinvention of the old Egyptian families of types and a strong and modern look. Legibility is one of our obsessions and these are fonts with a great distinction, combination of soft and strong forms and a large x-height. (In typography, x-height is the distance between the baseline of a line of type and tops of the main body of lowercase letters The x-height is a factor in typeface identification and readability.)

Ad-integration in Editorial?

Varela notes that the “new El Diario adds more non traditional ad positions to maximize ad effectiveness with better integration with editorial content.” Will other impreMedia newspapers and websites  such as La Opinion in Los Angeles  be doing similar changes?

This new structure and design allows us to gain productivity with people working digital first in several newsrooms and adapt common content for local experience.

“Yes, we have been working on a flexible content structure for our daily newspapers to produce a similar experience with different look & feel, Varela notes.. “La Opinión and El Diario have different audience and different needs in terms of reader experience and how to show content. But this new structure and design allows us to gain productivity with people working digital first in several newsrooms and adapt common content for local experience.”

A career in Spanish-language Journalism

Juan VarelaJuan Varela  has more than 20 years of editorial, news and content creation expertise. Prior to joining impreMedia, he was a journalist, columnist and business and editorial consultant. He has worked with more than one hundred media organizations in twenty countries across Europe and Latin America as the owner and director of the media consultancy Mediathink.Varela was previously a media columnist with ElDiario.es in Spain from 2012-2013. He has authored the media and journalism blog Periodistas 21 since 2002, and in 2004, the blog received The Bobs Prize of Deutsche Welle, recognized as the best media blog in Spanish. Varela was a columnist forEstrella Digital, a national news website in Spain from 2008-2012 and a columnist at Soitu.es, aMadrid-based news website from 2008-2009. He was the founder and executive editor of the news website ADN.es in 2007 and worked from 1999 to 2005 with Vocento, the main group of Spanish newspapers, to develop a multimedia plan to transform eleven regional newspapers in powerful multimedia news brands.Varela served as a columnist for the Spanish edition of Foreign Policy from 2004 to 2012, the research magazine Telos from 2005 to 2011, Cuadernos de Periodistas – the professional magazine of the Madrid Journalist Association – from 2005 to 2013, as well as other newspapers and magazines. He served as the managing editor of the national newspaper Diario 16 from 1995-1997. Additionally, Varela was both the managing director and art director of El Periódico de Catalunya in Barcelona from 1992-1995. From 1993-1995, he was the associate editor of Grupo Zeta, an owner of magazines and newspapers such as El Periódico. From 1990-1992, he was the founder, art director and managing editor of El Sol. From 1996-1999, Varela was CEO and General Manager of Mediacción Consultores, S.L., a news consultancy specializing in content, product, news business, newsroom organization and design. Varela is the author of two books, Blogs. La conversación en internet que está revolucionando medios, empresas y a ciudadanos, and La blogosfera hispana: pioneros de la cultura digital, both of which published in 2005.

What: Impremedia’s El Diario has revealed a new service-oriented and news content oriented editorial product .
Why it matters: The new design and format of El Diario attempts to increase the connection between the New York City – Spanish-language newspaper and its audience.

image001image002ImpreMedia, the Hispanic news and information company in the United States, has unveiled a new reader product for its brand, El Diario, the nation’s longest-publishing Spanish-language daily newspaper, with a renewed commitment to better address the needs of the Latino community and continue to serve as “El Campeón de los Hispanos,” (The Champion of Hispanics).

The new look of El Diario publication reflects impreMedia’s commitment to invest in its core brands and increase reader engagement.

The new El Diario provides an even more compelling reader experience and reflects the integration of social media into every page.
 

Main attributes featured in the new El Diario:

  • Emphasis on five key editorial and service-oriented categories: News; You and Your Family; Money and Jobs; Sports; and Entertainment; tips and recommendations, useful guides and how-to’s;
  • Original and more flexible content structure of interest to the New York Latino community : including education, immigration, health, housing, small business, jobs,  news about their native Latin American countries and communities, and much more;
  • An improved sports section : Covering soccer (fútbol) around the world, New York’s professional sports teams, and area youth athletics;
  • New format:incorporating social media commentary, more coverage and stories across multiple platforms,  reflecting the way readers assimilate information on digital and mobile platforms.
  • New cover design: featuring  engaging photographs and a new logo.

El Diario has been an integral part of our readers’ lives and of the Latino experience in Greater New York for over a century.This more modern and engaging El Diario, is intended to super-serve the readers’ experience, while integrating it into the multiplatform environment that we provide. It positions El Diario to be an even more visible and prominent presence in the 21st-century media landscape,” said Hernando Ruiz-Jiménez, General Manager of El Diario and Executive Vice President of impreMedia.

“We’re excited to offer our readers a new and enhanced El Diario that is much closer to our reader and the community. This new editorial approach reflects features that they have told us they want and provides the resources and tools they need to enrich and improve their lives today and in the future,”added Juan Varela, Vice President of Content for impreMedia.

What: Monica Lozano leaves Impremedia after 30 years. Francisco Seghezzo, will become CEO of the company.
Why it matters:  Monica Lozano has been at the helm of major Hispanic newspapers, first at La Opinion and later at impreMedia, for three decades. The move reflects Argentina’s La Nacion taking over the top management position at impreMedia after a 2 year transition phase.

IMPREMEDIAImpreMedia announced that Monica C. Lozano will depart as CEO of the company and as Publisher of La Opinión. She will remain as Chair of the Board of impreMedia’s parent company, US Hispanic Media Inc. The move will enable Lozano, who has been leading impreMedia or its predecessor properties for nearly 30 years, to pursue new career interests. ImpreMedia’s Chief Operating Officer, Francisco Seghezzo, will become CEO of the company effective June 1st.

Lozano began her career in 1985 with Los Angeles Spanish-language, daily newspaper La Opinión, owned at the time by the Lozano family, working her way up to become publisher in 2004. In 2010, she was named CEO of impreMedia, and in that capacity she led the transformation of impreMedia from a newspaper business to a multi-media, multi-platform, content company. In 2012, impreMedia was acquired by Argentina’s La Nación through its subsidiary, US Hispanic Media Inc. What did mean the purchase?

“I’ve spent almost 30 years with this company and want to take on new challenges,” said Lozano. “I’m extremely proud of all that we’ve accomplished at impreMedia, but there are times in one’s career when change feels right. With Francisco’s capable leadership and proven track record of success, this transition comes at the right time with the right person in place. I’m eager to pursue other opportunities that are ahead. Retaining my role as Chair of US Hispanic Media Inc. while I explore those opportunities is a prospect that I relish.”

Chck out a history in links of impreMedia

What: EPMG has partnered with impreMedia to launch a comprehensive print, digital and experiential 2014 Soccer World Cup program.
Why it matters: The sport program will run 6 consecutive weeks through Jun 18, 2014. Advertisers will be able to leverage at least 28 Spanish-language publishers across 20 different markets.

descarga impremedia
Multicultural media placement firm EPMG has announced they have partnered with impreMedia, the Hispanic news and information company, to launch the most comprehensive print, digital and experiential 2014 World Cup program to date.

This partnership will facilitate one of the largest World Cup footprints, with a combined print circulation of over 2 million and nearly more than 9 million unique visitors online. impreMedia brings Los Angeles La Opinion, New York’s El Diario/La Prensa, Chicago’s La Raza and other Hispanic newspapers to the table. While EPMG’s deep publisher relations provide many other major Hispanic newspaper digital and print properties nationwide.

Advertisers will be able to leverage 28 of the strongest Spanish-language publishers in the country, with reach in Los Angeles, Dallas, Houston, Miami, Chicago, New York and 14 other markets.The in-depth sports coverage will run 6 consecutive weeks through  Jun 18, 2014.

“Earlier this year, we released data from our custom Nielsen study that stated the top two Spanish-language newspapers in LA reach 79% of all Latinos in the area on a seven-day basis,” said Trevor Hansen, CEO, EPMG. “Imagine that level of engagement, but across 20 different markets. This is the massive reach that our partnership with impreMedia can deliver.”

“We are thrilled to partner with EPMG on this multiplatform World Cup solution,” said Fernando Lang, vice president of sales, impreMedia. “We’re excited to leverage our set of publishers, as well as other top Spanish-language publications in the country, to provide a scalable solution for advertisers trying to reach the market.”

Earlier this year Portada published the 2014 Soccer Marketing Guide in partnership with AC&M Group and Soccer.com. DOWNLOAD it here (free registration required).

A few tidbits from last week’s AHAA Annual Conference: The Rupert show, impreMedia’s plans, Total Market Definition, Is Facebook poaching employees from Univision? and more…

    • The Rupert Show

murdochHaving Rupert Murdoch, Executive Chairman of News Corp and the most powerful media owner in the world speaking at a Hispanic marketing conference was certainly a big coup for AHAA and a vote of confidence in the Hispanic marketing space. Murdoch  stunned the crowd by voicing his support for immigration reform and no caps for H1 visas: ““Immigrants or their children have founded 40 percent of Fortune 500 companies,” he said. “Pfizer, Google, eBay were all started by immigrants… and we will not get out of this recession until we give people (like Hispanics) the freedom to start small businesses.” And we ask: Why do Murdoch’s views not align with those of some of his most representative media properties like Fox News, The London Times and the New York Post?

 

    • Total Market Approach: Now we have a definition!

In collaboration with the Association of National Advertisers (ANA) and a broad coalition of brands and ethnic and general market agencies, AHAA unveiled an industry definition for Total Market. A very useful development as “Total Market” (buzzword?) now belongs to the most used Marketing terms. So here is the definition: A marketing approach followed by corporations with their trusted internal and external partners which proactively integrates diverse segment considerations. This is done from inception through the entire strategic process and execution, with the goal of enhancing value and growth effectiveness. In marketing communications, this could lead to either one fully integrated cross-cultural approach, individual segment approaches, or both in many cases, but always aligned under one overarching strategy.”

Leading Marketers presented examples of Total Market campaigns including Huggies, Kellogg’s, Pine-Sol and Wells-Fargo, where CMO Jamie Moldafsky showcased the company’s strategy is a mix of common core values with custom activations that satisfy cultural nuances and mindsets.

    • impreMedia’s plans

Lizbeth Rodriguez, the recently appointed National Marketing Director at impreMedia shared her plans for the Hispanic digital and print media company with Portada’s Editorial team. Rodriguez, who works closely with Hernando Ruiz-Jiménez, Executive Vice President and General Manager, East Division at impreMedia, says that her main mission is to integrate marketing efforts by utilizing the company’s multimedia platform. Advertisers, including retailer Macy’s, are increasingly offered a multiplatform approach (digital, video, print) with the objective of them taking advantage of impreMedia’s local properties (NYC, Los Angeles, San Francisco, Houston, Chicago and Orlando). Rodriguez calls this a total market approach with “local targeting”. impreMedia newspapers and websites are currently undergoing a redesigned under the leadership of Content Director Juan Varela.

    • Is Facebook poaching employees from Univision?

Facebook had a significant presence both in the program of AHAA as well as in the attendee count. The social media giant is investing substantial resources on its expansion plans in the Hispanic market.
Interestingly, many leading executives that work with Hispanic market accounts at Facebook come from Univision. In late 2013 Christian Martinez, previously Vice President of Network and Interactive Sales at Univision, joined Facebook to help run ad sales for the U.S. Hispanic market based in Miami. Similarly, late last year David Lawenda joined Facebook as VP, Global Sales. Lawenda previously had been  president of ad sales and marketing at Univision. Facebook has the technology and the audience, but it is obviously trying to get more muscle when it comes to reach out to Hispanic targeted brand marketers and agencies. Hence the move of some executives from Univision to Facebook.

Hilda García has been appointed VP of Multimedia Content & Community Development for Entravision, Portada has learned. García was most recently VP of Multiplatform Content and Information and Digital Content Director for ImpreMedia, based in New York City.

Hilda Garcia
Hilda Garcia, VP of Multimedia Content & Community Development, Entravision

Garcia’s first day at Entravision is April 1. She will be moving to California, where the company is headquartered (Santa Monica, CA). Her position at Entravision is new and has been specially created for her. Entravision is likely going to use Garcia’s multimedia expertise to leverage all the Spanish-language content in its digital, radio and TV properties. Entravision is the largest affiliate group of both the top-ranked Univision television network and Univision’s UniMas network, with television stations in 19 of the nation’s top 50 Latino markets. In addition, Entravision owns and/or operates 56 primary television stations and also operates one of the nation’s largest groups of primarily Spanish-language radio stations, consisting of 49 owned and operated radio stations.
A native of Mexico City, García has worked for Grupo Editorial Expansión in Mexico and El Nuevo Día newspaper in Puerto Rico. She is also the co-author with Joe Kutchera of “EXITO: Su estrategia de Marketing Digital en 5 pasos.”

Entravision is likely going to use Garcia’s multimedia expertise to leverage all its content.

Changes at impreMedia

The departure of García comes on the heels of the resignation of Erica González, who earlier this month left her position as Executive Editor at El Diario/La Prensa, an impreMedia publication. impreMedia has not publicly announced the changes but according to an updated profiled on Linkedin, Juan Varela will now serve as VP,Content Director for impreMedia. Since Argentinean media group La Nacion bought ImpreMedia in March 2012, the company’s new owner  has made a series of personnel changes involving key sales, marketing and, now, editorial positions.

What: ImpreMedia will launch the celebrity photo-based website Flashpik.com for the US Hispanic market.
Why it matters: The tool has been designed for ImpreMedia’s mobile audiences, which account for 69 percent of impreMedia’s total digital audience.

IMPREMEDIAImpreMedia has announced the launch of Flashpik.com, a celebrity photo-based website for the US Hispanic market.

Flashpik.com features global celebrity content and enables fans to engage through an interactive tool that allows them to voice their opinions on the photos.

The new launch comes at a time of digital audience growth at impreMedia, which now reaches 5 million online and mobile visitors monthly and constitutes 44 percent share of impreMedia’s total audience composition, according to the company.

At present, 69 percent of impreMedia’s total digital audience accounts for mobile devices compared to 51 percent in 2012.

Prior to this year, impreMedia’s reach was driven by its network of newspapers and magazines.

Mobile

Flashpik.com has been specifically designed by impreMedia for mobile audiences and allows impreMedia to enhance its content offering, expand product reach and provide custom advertising options for local and national brands across multiple screens and devices including digital, mobile and tablets.

“We’re experiencing tremendous growth across all of our digital properties thanks to our robust community of highly engaged, socially active mobile users. The launch of Flashpik.com not only marks our first major product initiative in the mobile space but is also a testament to the commitment we’ve made to innovating and delivering to each of our audience segments, in this case the burgeoning Latino millennial market, market advertisers are vying to reach,” said Ivan Adaime, VP Digital.

What: impreMedia’s digital network IMPOWER! added several network partners to increase the reach of its network. According to ComScore’s Hispanic Ad Focus (September 2013), IMPOWER! is now sixth among the top 10 most-visited Hispanic Ad Focus online destinations with nearly 5.5 million unique visitors monthly. Particularly the mobile channel is seeing high growth.
Why it matters: Premium content publishers are aggregating properties to get the reach advertisers demand in the Hispanic market.

impreMedia announced that the  IMPOWER! digital network  has seen consistent growth, increasing 120 percent between June 2013 and September 2013 to 5.5 million unique monthly visitors, according to  ComScore Multi Platform Hispanic Ad Focus, September 2013.  In addition to growth from mobile users, other initiatives that have significantly bolstered its online presence include the launch of Quiero+Futbol, a vertical website dedicated to soccer, as well as new network partnerships with LatinosPost.com, ElComercio.com, Autoproyecto.com, and Latinola.com.

These partnerships with third parties also highlight some new digital properties that lately became active in the U.S. Hispanic space:

– LatinoPost is published in English and in Spanish by Latinos Media Group, a Hispanic media company that seeks to serve the general Hispanic community in the U.S. as well as in the rest of the world.

– Latinola.com is an English-language site that serves as  forum of ideas, opinions, commentaries and creativity to reflect the Los Angeles Latino community.

– Autoproyecto.com is a Spanish-language website with content and news for car lovers. The site also provides content to third-party TV, digital and print properties.

– (ElComercio.com is published by Ecuador’s El Comercio daily newspaper and is a member of Grupo Diarios America.)

The mobile channel is seeing high growth.

“As a result of our efforts, we’re seeing huge dividends as our digital platforms continue to grow exponentially particularly in the emerging Hispanic mobile space where IMPOWER! is making huge inroads,” said Ivan Adaime, general manager digital division at impreMedia.“Many advertisers such as GM, Chrysler, Honda, Kraft, McDonald’s and Marriott are taking notice and turning to our network for innovative ways to further engage with U.S. Hispanic audiences,” Adaime added.

impreMedia announced today the creation of a new Advertiser Solutions Department led by Director, Iraima Yepez. Fernando Lang also was promoted from Advertising Revenue and Operations Director, Digital Division to Senior Director, National Sales for all platforms.

“We created this new department exclusively to provide our advertisers with innovative custom solutions that go far beyond traditional advertising,” said Hernando Ruiz-Jiménez, impreMedia’s Executive Vice President. “We are confident that with the addition of a creative force like Iraima, coupled with having all sales divisions under the same umbrella led by Fernando, impreMedia will now be in an even better position to deliver seamlessly integrated 360-degree consumer activations.”

As Director of the Advertiser Solutions Department, Yepez’ primary responsibility will be to deliver creative ideas, programs and tools that increase consumer engagement and value to impreMedia’s growing roster of advertisers and brand partners. Most recently, she was Creative Director at PlanC. She is an award-winning advertising and social media entrepreneur and has worked for some of the largest Hispanic advertising agencies, including Leo Burnett, Y&R, Wing Latino, and Global Advertising.

In his new role as Senior Director, National Sales, Lang will be responsible for the management of all national integrated sales efforts across impreMedia’s newspaper, magazine and digital advertising platforms. Lang has an extensive and successful multiplatform career with La Nación in Argentina, where he most recently was in charge of all online advertising efforts across all properties.