Portada Magazine 2nd Quarter 2012 : Page 4

OUR VIEW WWW.PORTADA-ONLINE.COM THE LEADING SOURCE ON LATIN MARKETING AND MEDIA Print, Online, Newsletters, Conferences, Research PORTADA EDITORIAL BOARD Dawn Marie Gray, Senior Manager Multicultural Marketing, CVS Gonzalo del Fa, Managing Director, MEC Bravo Kristyn Page, Director of Multicutlural Marketing, Macy's Inc. Rodolfo Rodriguez, Multicultural Marketing Director, General Mills PUBLISHER Marcos Baer EDITORIAL -RESEARCH Carolina Re, Senior Researcher -Writer Marion Ziplivan, Intern TRANSLATION Candice Carmel CORRESPONDENTS Laura Martinez, Senior Correspondent Mariana Carreño King, Feature Correspondent Jose Cervera, Global Correspondent Levi Shapiro, Digital Media Correspondent Raul Ramirez Riba, Mexico Correspondent SALES AND MARKETING Nicolás Miranda , Online Sales Manager 1-800-397-53-22 Bob Oliva , Senior Sales and Business Development Representative Ruby Namoca , Sales and Marketing Intern OFFICE MANAGER Susan Cameron INFORMATION TECHNOLOGY Todd Sarouhan DESIGN Dafne Kleiman, www.dafnedesign.com.ar AUDIT BY LOS ANGELES AND BUENOS AIRES: GETTING CLOSER AND CLOSER Less than a month ago, Buenos Aires, Argentina, based La Nación announced the purchase of a majority stake in Hispanic digital and print media company impreMedia (see page 9 of this issue). When Los Angeles headquartered impreMedia was first launched in 2003, would anyone have guessed that an Argen-tinean media company would end up buying it? Very few observers would have done so, if anyone. The deal reflects how technology, and as important, commonalities in lan-guage, culture and content are reducing geographical distance in the Latin world (U.S. Hispanic, Latin America and the Iberian Peninsula). Indeed, we live in an age of highly mobile labor and capital. This is what postmodern thinkers call the age of “time and space compression”. Copyright: Portada®2012 No part of Portada® may be copied, reproduced or broadcast in any form without prior permission. Comments by sources cited in Portada® have been directly obtained from them, unless its is explicitly noted otherwise. Portada® is not affiliated with any other publication, media group, advertising agency or any other institution. Portada® is published by Contenido LLC in New York City . Portada® is an integrated media company that informs and instructs its audience via audited print (4 x a year) and online vehicles (web-site, e-newsletters, webinars) and conferences. For reprints information and prices please contact reprints@portada-online.com. Registered users can get any Portada e-newsletters, the quarterly magazine as well as participate in Portada awards nomination/voting and provide comments to articles. Premium content available for individual purchase or through an annual sub-scription includes: Premium individual articles, Databases of Corporate Marketers/Media Buyers targeting U.S. Hispanic and/or Latin American Consumers, Research Reports and Conference Tickets. To order premium comments, please call us at 1-800-397-5322. To notify about address changes, please write to Portada, 315 Fifth Avenue, Ste. 702, NY, NY 10024. MISSION Portada®’s mandate is to help Executives in Business and Media understand and reach Hispanic and Latin American consumers. Portada strives to put its audience ahead of the curve so it can navi-gate change in the digital age. Several factors are driving integration of the Latin advertising and media business. Technologies, such as the internet and bandwidth faci-litate integration and convergence in consumer communication. But technology is by no means the only factor. It is content, including lan-guage, and context that link consumers and brands. Geographic borders become less important than culture, interests and beliefs. “Soy un ame-ricano de habla hispana” (“I am an American of Hispanic language”), Jose Marti (1853-1895) the Cuban writer, thinker and revolutionary who lived in New York for many years, said more than a century ago. The La Nación – impreMedia deal brings these concepts down to the media and advertising business reality. There are synergies in content production, management and distribution. La Nación is a content powerhouse and could make some of its content available to impreMedia properties. Argentinean labor is skilled and its costs, while rising, are still significantly lower than in the U.S. The combination has particularly good prospects in the digital advertising realm. As we often say the beauty of interactive media in the Spanish-speaking world is that no matter where digital content is produced it can be targeted to anyone in a 450 million market of Spanish-speakers. The impreMedia Digital Network is among the ten most visited properties in the U.S. Hispanic market. Together with the U.S. Hispanic audience of GDA Digital (a group of major Latin American newspapers to which La Nación belongs), total U.S. Hispanic unique users climb to more than 2 million. This a substantial audience to monetize. Gabriel Dantur, Managing Director of La Nación Digital, and one of the main architects of the La Nación-impreMedia deal, will be one of the main speakers at our Latin American Advertising and Media Summit in Miami on June 6-7 (see page 35). The motto of our 2012 Summit is: “From Rio to Madrid via Los Angeles: Leveraging Technology to reach Latin Audiences”. A major mission of Portada’s print, digital and conference vehicles is to foster the understanding of Latin Advertising, Media and Marketing as national borders dwindle. 4 | Q2 2012 | www.portada-online.com

LOS ANGELES AND BUENOS AIRES: GETTING CLOSER AND CLOSER

Less than a month ago, Buenos Aires, Argentina, based La Nación announced the purchase of a majority stake in Hispanic digital and print media company impreMedia (see page 9 of this issue). When Los Angeles headquartered impreMedia was first launched in 2003, would anyone have guessed that an Argen-tinean media company would end up buying it? Very few observers would have done so, if anyone. The deal reflects how technology, and as important, commonalities in language, culture and content are reducing geographical distance in the Latin world (U.S. Hispanic, Latin America and the Iberian Peninsula). Indeed, we live in an age of highly mobile labor and capital. This is what postmodern thinkers call the age of “time and space compression”. Several factors are driving integration of the Latin advertising and media business. Technologies, such as the internet and bandwidth facilitate integration and convergence in consumer communication. But technology is by no means the only factor. It is content, including language, and context that link consumers and brands. Geographic borders become less important than culture, interests and beliefs. “Soy un americano de habla hispana” (“I am an American of Hispanic language”), Jose Marti (1853-1895) the Cuban writer, thinker and revolutionary who lived in New York for many years, said more than a century ago. The La Nación – impreMedia deal brings these concepts down to the media and advertising business reality. There are synergies in content production, management and distribution. La Nación is a content powerhouse and could make some of its content available to impreMedia properties. Argentinean labor is skilled and its costs, while rising, are still significantly lower than in the U.S. The combination has particularly good prospects in the digital advertising realm. As we often say the beauty of interactive media in the Spanish-speaking world is that no matter where digital content is produced it can be targeted to anyone in a 450 million market of Spanish-speakers. The impreMedia Digital Network is among the ten most visited properties in the U.S. Hispanic market. Together with the U.S. Hispanic audience of GDA Digital (a group of major Latin American newspapers to which La Nación belongs), total U.S. Hispanic unique users climb to more than 2 million. This a substantial audience to monetize. Gabriel Dantur, Managing Director of La Nación Digital, and one of the main architects of the La Nación-impreMedia deal, will be one of the main speakers at our Latin American Advertising and Media Summit in Miami on June 6-7 (see page 35). The motto of our 2012 Summit is: “From Rio to Madrid via Los Angeles: Leveraging Technology to reach Latin Audiences”. A major mission of Portada’s print, digital and conference vehicles is to foster the understanding of Latin Advertising, Media and Marketing as national borders dwindle.

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