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What: Grupo  Plexon, a Mexican expo solution provider is entering the U.S. market. Plexon will focus on events around quinceañeras and bodas (weddings) content.
Why it matters: Most Hispanics, approximately 70%, are of Mexican origin. Quinceañeras events are important to this audience. The average quinceañera  celebration costs upward of U.S.  $15,000.The Quinceañera expo and media sector is very fragmented and there is potential in  economies of scale and in monetizing a  national platform for advertisers.

QuinceaneraMexican expo solution provider Grupo Plexon is entering the U.S. (Hispanic) market with the goal of producing top quinceañera and wedding events for the U.S. consumer. The quinceañera  celebration is a Mexican tradition which marks the fifteenth birthday and the transition from childhood to womanhood. Grupo Plexon is based in Jalisco and has offices in San Antonio, Texas, It already has held events in Phoenix,  San Antonio, Houston and Chicago this year. On December 7 & 8 2013 it will hold its signature Expo15 and Sweet 16 event at the Los Angeles Convention Center. In 2014, the group will hold events in Los Angeles, San Diego and Chicago. SIGO Hispanic Media, the publisher of the recently launched los Encabezados.com site is Grupo Plexon’s Hispanic AOR.

The U.S. Quinceañeras expo industry is highly fragmented.

Quinceañeras are big business in the U.S. with the average quinceañera celebration costing upward of $15,000. Grupo Plexon seeks to bring uniformity to the consumer experience to the highly segmented U.S. quince expo industry. Grupo Plexon’s track record in Mexico includes over 1,000 business to consumer events. “Bodas (weddings) and quinceañeras are two unique once in a lifetime events that bring households together. Our move into the U.S. Market is intended to add substantial value to the consumer who is shopping for quinceañera products and services and deliver such consumer to local and national businesses that want to engage with this market.” said Manuel Diaz, President and CEO of Grupo Plexon.

While the Quinceañera market is quite fragmented and almost non-existent on a national platform level, there are some other providers. They include Texas-based Quincegirl which aims to do a national tour of events in 2014 and EC Hispanic media’s Quinceanera.com which has a digital, print and event presence mostly in California. Hispanic newspapers also often expand their franchises into Quinceañeras event and content.

Grupo Plexon claims to have a proven track record of identifying, developing and promoting rising stars in the world of modeling. To this end, Grupo Plexon hosts the Teen Model Search before the expo where an open casting gives young aspiring models the opportunity to experience the world of modeling. “Our teen model sear seeks to find, develop and launch young Latinas in the U.S. who want to pursue a career in this industry. At the same time, we intend to deliver a highly engaged passionate audience to blue chip advertisers who want to reach this segment of the U.S. market” concluded Mr. Diaz.

Most Hispanics, approximately 70%, are of Mexican origin. Quinceañeras events are important to this audience. The average quinceañera  celebration costs upward of U.S.  $15,000.The Quinceañera expo and media sector is very fragmented and there is potential in  economies of scale and in monetizing a  national platform for advertisers.

 

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.