The Economist


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National Basketball Association Chief Marketing Officer Pam El will retire at the end of the year, ending a four-year tenure. The NBA will conduct a search for her replacement, according to a league spokesperson. El will continue to consult with the league on marketing and branding matters.






Applift has announced the appointment of Maor Sadra to Chief Executive Officer. Maor has been with Applift since 2014, as Vice President Strategic Development, rising to the role Managing Director & Chief Revenue Officer in 2015. Applift’s Co-Founder, Tim Koschella, hands the reins of CEO to Sadra soon after its recent rebranding.





Lagrant Communications has announced that Keisha N. Brown (KB) has been appointed to the position of president, a role held by the founder since its inception in 1990.  Lagrant Communications (LC) specializes in Hispanic, African American, and LGBTQ consumer markets. In her new role, Keisha will focus on client services and new business development. She will continue as the chair of the Health and Wellness Practice. Mr. Kim L. Hunter, former president and CEO, will remain the Chairman & CEO of the agency.




The Economist Chief Executive Officer, Chris Stibbs, is leaving the role after half a decade in charge. Stibbs will remain in his role until the title can pick out his successor, it estimated that the process may take up to a year.






Melissa A. Lentz has been named to the newly created position of Chief Executive Officer of the MAGNET Global Network. As CEO, Lentz will drive strategy, promote the network, aid in worldwide agency recruitment, and advance educational programming. She’ll report to MAGNET’s Chairman, Scott Morgan, president of Brunner, Pittsburgh, Pa.




Albert Technologies has announced that Mark Kirschner is its new Chief Marketing Officer. Kirschner joins Albert after serving as CMO of eBay Enterprise and The Trade Desk, and Vice CMO of Global Marketing at Rakuten. As CMO, Kirschner will focus on building and refining Albert’s global marketing infrastructure, driving adoption across global consumer brands and expanding the company’s growing partnership program.





Latin America’s largest newspaper and news site launches a paywall as a new way to monetize its quality journalism. It’s a sign of the times as more Latin American news publisher will launch paywalls in the coming year.

Clarin, Argentina’s most circulated newspaper, with a weekly circulation of 190,789 and weekend circulation of 433,525 has experienced a drop of 158,000 paid newspapers since 2013 when the weekly sales number was at 348,000. Clarin is the first Publisher in Argentina, with a population of 43,833,328 and internet penetration of 34,785,206 (79.4%), to launch a paywall, as well as Spanish-speaking Latin America, excluding Brazil.

ClarínOn Monday, 24th of April, Clarin launches a metered paywall on their main site, www.clarin.com.ar, where users will be able to access 40 free articles per month, before being asked to subscribe to one of the two introductory offers, ARS$19,90 p/m or ARS$49,90 p/m.

According to Argentina’s newspaper association, ADEPA, for the past two years, Clarin has been tracking 1,3 million users on their reading behavior to determine the meter limit. However, in an article published by Clarin in 2016 it stated that the average user consumed 31 articles per month — so it seems that Clarin is clearly targeting the top 1% of its site visitors to convert them into paying subscribers — a very successful model that has worked for many publishers.

Folha de S.PauloBrazil’s Folha de São Paulo, which launched the 1st paywall in 2012 in the Latin American region, originally launched with a meter limit of 20 articles, but quickly moved to limiting access to 15. Today, users can navigate and consume articles anonymously but are required to register after the 5th article with a cap on an additional 10 articles when registered/logged in, before being asked to buy a subscription. Folha has 150,000 digital subscribers and close to 400,000 print, digital or digital-only subscribers.

O Globo, another Brazilian news publisher launched their paywall in late 2013, had a meter limit of 30 articles for anonymous readers, with another 20 articles for registered users. O Globo has also moved to smaller meter limit of 5 and an additional of 10 articles for registered users. Additionally, if a user navigates in incognito mode, all articles are blocked. O Globo hasn’t recently released its number subscribers, but it’s less than 100,000 digital subscribers.

Latin American publishers are finally re-evaluating their digital business model.

If Latin America’s largest news properties can not build sustainable adtech business models, how will smaller publishers in the region make the adtech economics work for them? It’s a trend we have seen in the North American and Europe and it seems that Latin American Publishers are reaching the same conclusion — you can not compete and win against the Duopoly of Google/Facebook.

If Latin America’s largest news properties can not build sustainable adtech business models, how will smaller publishers in the region make the adtech economics work for them?

Being one of Latin America’s most visited News site, with 36.6 million unique browsers, Clarin’s launch of a Paywall is a strong indication that more newspaper groups in Argentina and Latin America will be launching digital subscription models, as people continue to consume news online, at the expense of paid print versions and low CPM’s that are controlled by Google and Facebook.

The EconomistThe next main challenge for Clarin will be to convert 1% of their traffic into paid subscribers in the following year or two, which would be 360,000 digital subscribers. Depending on their success, Clarin would then quickly move to grow their paid audience to 3% if not 4%, the key number to make the digital newspaper operation profitable.

One way to achieve the acquisition rate is to test and optimize the meter limit — something that the UK’s The Economist does extensively, even launching a 3 articles limit per week, a model that is proving to be very successful in moving from it’s 303,500 paid subscribers to its goal of doubling it’s paid subscribers profits in the next 5 years.

Text writen by Billy D. Aldea-Martinez, head for Latin America and Brazil for Piano, the world’s leader SaaS Platform that allows media companies to launch Direct Monetization models, such as metering and paywall solutions for digital content and user data analysis.

Hispanic_mediatrends_thumbnail2Advertisers and demographers are waking up to the value of Latino consumers, with kudos from The Economist and Nielsen, as Toyota says thanks to LA locals.

Hispanics lead edge of media shifts

Not only are Hispanic Americans heavy and enthusiastic users of all kinds of media, their behavior can also help brands and agencies understand the direction the rest of the country will take. Hispanic consumers are bellwethers for overall media use, according to a study by Specific Media and SMG Multicultural.

They spend more time online, more time on mobile and more time multiscreening, the survey found. And, while they are more influenced by friends and family, they also are more influenced by advertising: 36 percent of Hispanic Americans felt smartphone ads often or very often influenced their purchases, compared to 17 percent of non-Hispanic Americans; 33 percent of Hispanics found web ads useful often or very often, compared to 20 percent of non-Hispanic Americans. That’s nice news for advertisers.

economistIn fact, they’re super consumers

So says a new report from Nielsen, thrillingly titled The Multicultural Edge: Rising Super Consumers. They’re talking about Hispanics, African-Americans, Asian-Americans, and all other multiculturals, who already make up 38 percent of the U.S. population. Nielsen says, “[M]ulticultural consumers … simultaneously maintain their cultural heritage and see themselves as part of the new mainstream, allowing them to mix and match endless choices and products to suit their effortless duality in lifestyles and tastes.”

No Latinos? : <

Even the august Economist has woken up to Hispanic Power. A recent Economist article details how important Latinos are to the United States economy. In fact, the growing number of U.S. Hispanics could provide a cultural and economic edge to our country, it says:

From Europe to north-east Asia, the 21st century risks being an age of old people, slow growth and sour, timid politics. Swelling armies of the elderly will fight to defend their pensions and other public services. Between now and mid-century, Germany’s median age will rise to 52. China’s population growth will flatten and then fall; its labour force is already shrinking. Not America’s. By 2050 its median age will be a sprightly 41 and its population will still be growing. Latinos will be a big part of that story.

Google Preferred aims at Hispanics

YouTube recently began offering the ability to run campaigns targeting Hispanic audiences as part of its Google Preferred option, according to the Wall Street Journal blog.

YouTube Hispanic lets advertisers buy upfront for a guaranteed audience, using a variety of factors to find video that will appeal to Hispanics.

Ricky-Martin-Show-Privado_Photo-1Toyota gets personal with LA customers

The automaker celebrated its tenth year as the top automotive brand among Hispanic consumers with a private concert with Ricky Martin. It invited some Toyota owners from the Los Angeles area to the showcase at Nokia Theatre L.A. LIVE and showcased them during the event.

!ahora escuchar esto!

Cisneros Interactive took a majority investment in digital audio advertising network Audio.Ad, which reaches more than 35 million users in Latin America and the U.S. Hispanic market. Cisneros Interactive’s RedMas unit will be the exclusive seller of Audio.Ad advertising solutions in Latin America and the U.S. Hispanic market, delivering spots to internet radio and audio streaming devices.