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Mundo Hispanico

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What: Cox Media Group (CMG) announced the sale of Mundo Hispánico to Mundo Hispano Digital Network (MHDN). MHDN is led by by former Georgia State Senator Sam Zamarripa. Entrepreneurs Rene Alegria and Marcos Gonzalez are also MHDN investors.
Why it matters: In May of this year CMG announced plans to sell Mundo Hispánico, Atlanta’s largest Spanish-language newspaper. The transaction reflects a wider trend through which Cox Media Group is selling many of its non-strategic newspaper and digital media holdings.

Four months ago, Cox Media Group revealed plans to sell Mundo Hispánico, a Spanish-language newspaper founded in 1979 to serve the Hispanic community in Atlanta. Today, CMG announced the new home of the newspaper: Mundo Hispano Digital Network (MHDN), a tech-focused media company intended to tackle the needs of the U.S. Latino community through digital content, will take over the management of Mundo Hispánico. MHDN is led by former Georgia State Senator Sam Zamarripa, now CEO of Intent Solutions of Atlanta, the Atlanta Business Chronicle reports. Zamarripa is buying the newspaper and its website along with two partners: Marcos Gonzalez, founder of Vamos Ventures, which invests in early-stage tech companies led by Hispanic and other diverse founders, and digital media entrepreneur Rene Alegria.

“We are excited that Mundo Hispánico has found a new home with owners who are committed to continue offering quality news coverage to the growing Latino community in Atlanta and across the country,” said CMG president Kim Guthrie. “The new owners have deep ties to and demonstrated involvement in the Hispanic community and are a perfect match with our talented and passionate group of Mundo employees.”
MundoHispanico.com made its debut in the 2018 Hispanic Fact Pack as one of the largest Hispanic multi-platform digital media properties in the U.S. The social presence of Mundo Hispánico includes more than 4.5 million Facebook followers.

“Mundo Hispánico has long served as a dynamic and trustworthy news source for the Latino community in Atlanta. That solid foundation, coupled with our mission to strengthen Atlanta’s position as a center for Hispanic media in the country, really solidifies this acquisition. It makes perfect sense for us and we’re excited to get started,” said MHDN president and CEO Rene Alegria (photo) who has recently been appointed to that position.

Mundo Hispánico is the third most popular Spanish-language news website in the U.S., serving cities like Los Angeles, New York, Atlanta, Houston, Dallas, San Antonio, Chicago, Washington D.C., and Miami.  In 2014, it partnered with local search provider YaSabe to form Mundo Local.

What: Cox Media Group (CMG) announced plans to sell the Mundo Hispánico newspaper.
Why it matters: Mundo Hispanico serves as metro Atlanta’s largest Spanish-language newspaper.

Launched in 1979, Mundo Hispánico has served Atlanta’s Hispanic community for 39 years. Nonetheless, Cox Media Group (CMG) has announced its intentions to find a new owner to take over Mundo Hispánico’s operations both online and offline. CMG also announced plans to sell Southern Kitchen, the company’s first e-commerce website launched in 2017.

“Mundo Hispánico and Southern Kitchen are strong brands and —based on the interest we’ve seen from advertisers, customers and other industry players— we are working to identify new owners that are positioned to build on their success,” said CMG President Kim Guthrie.

The Atlanta Journal-Constitution purchased Mundo Hispanico in 2004 and rapidly expanded the publication’s digital reach through MundoHispanico.com. The Mundo Hispanico vertical brand has cultivated a strong social media presence that includes more than 4.5 million Facebook followers and MiMundo communities that focus on topics such as fashion and money.

Mundo Hispánico is the third most popular Spanish-language news website in the U.S., serving cities like Los Angeles, New York, Atlanta, Houston, Dallas, San Antonio, Chicago, Washington D.C., and Miami. In 2014, it partnered with local search provider YaSabe to form Mundo Local.

 

 

 

 

What:  Hispanic Local Search Provider Ya Sabe is partnering with Atlanta’s Hispanic newspaper Mundo Hispanico to create Mundo Local. Mundo Local  will offer unique bilingual and culturally-relevant content for more than half a million Hispanics living in Atlanta.
Why it matters: Hispanic newspapers often have a strong local presence both in terms of the end-audience as regarding strong connections with local advertisers. They can sell into new local search technologies with specialized location-based information companies like YaSabe.

Mundo Hispanico, the Spanish-language publisher in Atlanta owned by Cox Media Group, a division of Cox Enterprises, announced a partnership with YaSabe.com, the leading provider of location-based information for U.S. Hispanics, Portada has heard. After a successful pilot program, Mundo has partnered with YaSabe to launch Mundo Local, which offers unique bilingual and culturally-relevant content for more than half a million Hispanics living in Atlanta.

“The deal is an exclusive partnership between Mundo Hispanico and YaSabe for the Atlanta metropolitan region,” Digital Marketing Manager at YaSabe tells Portada.

YaSabe will provide its content and technology platform to power Mundo Local, and Mundo Hispanico will sell measurable digital advertising to SMBs in Atlanta looking to reach Hispanics consumers.

Ya Sabe. Búsqueda Local.“YaSabe enables Mundo to differentiate from other digital products available in the marketplace by offering businesses in Atlanta a Spanish-language presence online and a great ROI.” said Julio Saenz, General Manager of Mundo Hispanico. “The partnership with YaSabe brings high-quality traffic for local advertisers and enables Mundo to capture the market potential in Atlanta without having to make large investments.”

Suite of Sales Tools

As part of the agreement, YaSabe will provide a suite of sales tools to help prospect and sell specialized digital advertising, and YaSabe’s sales specialists will be based in Atlanta to support Mundo’s sales and marketing efforts on-the-ground.

YaSabe has built a technology platform to crawl, aggregate, translate and curate culturally relevant local information and makes the content available online, optimized for access from mobile devices. In 2013, this proprietary content attracted more than 7M users to YaSabe, made up of Hispanic consumers searching for products and services online. The company sells measurable digital marketing products and services to local businesses, auto dealerships and National brands that want to reach Hispanic consumers.

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Anibal Torres has left Mundo Hispanico, the weekly Spanish-language newspaper in Anibal TorresAtlanta, GA owned by the Atlanta Journal Constitution (Cox Communications). Torres has been working as the  publisher of El Mundo Hispanico for the last six years. “I enjoyed my six years in Atlanta leading a great team of professionals.,” Torres tells Portada. “We substantially improved and increased our portfolio of products during my tenure. Mundo Hispanico is the main source of information in Atlanta. I wish my team all the  best for the future”. Going forward,  Torres will be pursuing other opportunities. A replacement for Torres at the helm of Mundo Hispanico has not been announced yet.

While general market newspapers continue to suffer from circulation decreases, despite growth in digital subscriptions, this is not the case for Hispanic newspapers. Several Hispanic publications, perhaps because of their strong community newspaper appeal,  have increased their circulation in recent months. Below is the case of four newspapers. Two in California, one in Houston and one in Atlanta.

 

    • La Prensa Riverside, CA
      NewspapersLa Prensa Riverside, CA, published by Belo Newspapers, just increased its circulation to 130,000 copies per week. The Spanish-language weekly has expanded circulation to the  Palm Springs/Coachella/Indio area with 25,000 issues bringing total weekly circulation to 130,000 copies per week. La Prensa Riverside had already doubled its circulation over a year ago from 65,000 to 105,000 copies per week.  Riverside/San Bernardino is the 4th largest Metro for Hispanic population. Also, these areas are showing record growth for the Hispanic population. Anita Grace of Anita Grace AD Execs in Minneapolis tells Portada that “nearly 2 million of the LA DMA Hispanics live in La Prensa’s distribution area.”  La Prensa Riverside circulation is audited by VAC and is the only Spanish language newspaper specific to the Inland Empire.  According to Grace, “La Prensa is distributed in racks in high Hispanic traffic areas and places where pick up remains high. We want to keep the pickup rate where we expect it to be so if a location has a few copies left over one week, we are going to move those to a location which runs out quickly.”
      Grace sells advertising into National & Strategic Accounts for La Voz AZ, La Prensa Riverside , Excelsior OC and El Sol Salinas, CA   at   Anita Grace AD Execs in Minneapolis.  La Prensa also recently introduced an i-phone App.

 

    • El Clasificado, CA
      El Clasificado, a weekly classified newspaper published by EC Hispanic Media that originated in Los Angeles in 1998, has expanded to several other markets through a sophisticated distribution system. Its weekly circulation just increased from 500,000 to 510,000 reaching over 300 cities through 28,000 distribution points in Los Angeles, Central Valley and San Diego. More than 1.5 million readers through racks in counties including  Los Angeles, Orange, Ventura, Riverside, San Bernardino, Kern, San Diego, Imperial, Fresno, Madera, Tulare and King. Hugo Hernandez, Director, Marketing, Events and National Sales at EC Hispanic Media tells Portada that “few people realize that every week we actually print 46  different publications targeting 46 distinct zones. One can buy one zone or all 46 zones, it is very efficient and eliminates waste.”

 

    • La Voz de Houston
      Hearst’s La Voz de Houston late last year announced that it expanded its weekly circulation to 405,000. The Spanish-language newspaper started to be published on Wednesday’s.  The mid-week issue, focuses  on providing useful, forward-looking information and events listings, is a complement to the weekend publication, which offers enterprise stories on the issues most compelling to the Latino community, exclusive sports and entertainment content and original series and opinions.

 

    • Atlanta’s  Mundo Hispánico
      Atlanta, GA, Spanish-language weekly Mundo Hispánico, published by Cox Media Group,  has a circulation of 71,000. Over the last year it has introduced several new publications that are published as stand-alone publications and cater to distinct audiences. They include legal Magazine Mundo Legal, which is published three times a year with a circulation of 30,000.  Padres & Hijos magazine, a monthly parenting magazine as well as health magazine Mundo Salud (3 times a year).  Two more biannual magazines are going to be introduced in the next few months: Mundo Educacion (education) and Mundo Belleza (Beauty).

 

Did the Daily Deal sector go through a bubble when start ups like Groupon and LivingSocial ballooned to stardom and tried to revolutionize the sector a few years ago?  Groupon’s fallout shows that the sector may be overcrowded and not as profitable as previously thought. Some traditional media companies are using a more conservative approach that may yield results. Here is the example of how  two Hispanic media companies have set up daily deal programs: Atlanta’s Mundo Hispánico Newspaper (Cox Communications) and Davidson Media Group.

For media companies to go into the daily deal sector is only natural. They have, or should have, a strong connection with their audience and enjoy strong relationships with local advertisers. What is more, some advertisers don’t pay in cash but in kind with the service or goods they produce. As a result of these in kind payments, media companies are often loaded with many of these goods and services. Daily deal programs allow media companies to monetize and unload that inventory.

Many advertisers don’t pay in cash but in kind. Daily Deal programs  allow media companies to monetize and unload that inventory.

Mundo Hispánico

Hispanic newspaper Mundo Hispanico in Atlanta, GA, has a site called alaMitad.com  AlaMitad offers various discount deals of 50% or more for Latin entertainment, dining, and retail. the website, which has an English and a Spanish-language version, offers its audience to choose the deal they wish to buy and purchase a voucher of specified value for only half the price! The inventory of vouchers for each deal is limited and remains on sale until it’s fully sold out or until the sales deadline expires, Mundo Hispánico publisher Anibal Torres tells Portada.

Davidson Media Group

Davidson Media Group, a mid-market Hispanic radio station operator just launched Rebajaso,  a digital platform and daily deal program in the Hispanic Market. Rebajaso enables Davidson Radio stations to make money from their unused advertising inventory while providing value to new and existing advertising clients as well as their listeners. By combining a proprietary software platform and an easy-to-use system for radio station operators, Rebajaso provides a robust new way for stations to make money, for advertisers to gain more customers, and for listeners to get great deals on everything from their favorite restaurants and spas to electronics and groceries. Rebajaso handles everything from providing training for station sales staff, custom website interface, creation of coupons, payment processing, and even promotion of deals through email and Facebook.The Rebajaso platform is available to radio station listeners via both computers and smartphones with simple browsing and purchasing features. An English-language version of Rebajaso, called Keep Your Half, is also available for the General Market.