Marcos Baer


Dear Portada Friends,
Today we are soft launching our new site for our audited audience of more than 100,000 marketing, tech and media professionals throughout the Americas. In order to meet and exceed the expectations of our audience and advertising partners, over the coming weeks you will see major improvements to both our content and product range as well as the design including the following:

  • Easier Site Navigation: On the top left column, you will see the 6 top news items you need to know about (“6 Things to Know”). In addition, the main news article on the middle column will dissect a key topic or news item impacting the Marketing, Content and Media Industries as only Portada’s Editorial team can do it. Furthermore, hot topics section as well as special features and issues will round up Portada’s offering.
  • Sophisticated and effective offerings for Native Advertising and Branded Integration Programs to meet the needs of Portada’s long-standing and growing stable of partners and sponsors.
  • The new sites are 100% mobile and tablet compatible.
  • More use of Images and visualization
  • Increased Integration with Social Media Platforms
  • Soon to be introduced: New Research Reports and Interactive Database Sections
  • 100% redesigned event pages
  • Higher visibility for Portada’s Key Offerings:
    – The main conferences on the U.S. Hispanic and Latin American Marketing, Media and Digital Innovation
     – Our acclaimed digital and print editorial products,
     Proprietary Research and Interactive Databases,
    White Papers/Webinars (Lead Gen)
    – Career/Jobs Section
  • Strengthened Editorial Coverage of Multicultural Marketing, Brand Marketers, Online Video Marketing, Sports Marketing, Travel Marketing and more…

Funding and New Additions to our Team

The investment in technology and personnel increase is funded via our continued growth as well as through a substantial investment by a financial institution. We are very proud of this vote of confidence in our offerings.
Our Team of proven Editorial, Database, Marketing, Sales and Event Management professionals based in New York, Miami, Mexico City and Buenos Aires (Argentina) is being strengthened with the following hires:

Ximena Cassab. An experienced journalist, Ximena will provide key insights and breaking news on the Multicultural and Latin American Marketing space, including Sports and Travel Marketing.

Gretchen Gardner. Gretchen will be complementing to Portada’s Existing Ad-Tech and Online Video Marketing coverage.

Daniela Landa, based in Mexico City, Daniela will support our Sales and Event Logistics Team.

Paula Gaviria, Digital Marketing Correspondent., will provide her unique expertise and experience on the fast-changing Digital Marketing landscape.

We are very excited to announce that we just added two key brand Marketers to our Editorial Board who will choose the Hispanic Advertising and Media Award Winners, which will be announced at the Award Ceremony at #Portada15. Start nominating!

Xavier Turpin,  Multicultural Marketing Director, at  Dunkin’ Brands and Kymber Umaña, Hispanic Marketing Manager at Sprint (photo) are two great additions to our Editorial Board, also comprised of:

  • Gonzalo del Fa, President of Group M, Multicultural
  • Martha Kruse, Senior Director of Multicultural Marketing, Rooms to Go
  • Maria Cristina Ríos, Director, Multicultural Marketing Media Strategy, Macy’s
XAVIER TURPIN Director of Multicultural Marketing Dunkin' Brands Inc-1
Xavier Tupin

“I’m honored and pleased to be joining Portada’s Editorial Board. Portada has the reputation of having its finger on the pulse of the US Hispanic and Latin American marketing and media industries, and I’m thrilled to be part of this impactful community,” says Xavier Turpin, Multicultural Marketing Director at Dunkin’ Brands, who is joining the Editorial Board. “ I’m greatly looking forward to working with publisher Marcos Baer, his team and the rest of the Editorial Board, to work toward Portada’s mission to help professionals in Business and Media understand and reach Hispanic consumers,” Turpin adds.

Start Nominating

#Portada15Start Nominating now:
Portada’s audience of tens of thousands of decision makers in Marketing, Advertising, Technology and Media will nominate candidates starting today and later vote to determine the three finalists (check out the Calendar and Procedure below).

The Award Categories












July 8 – July 24: Nomination Period
Nominations for the 10 categories are open for submission until July 24th. Nominate here:

August 3-August 14: Voting Period

August 19: Finalists are announced
Finalists are the top 3 most voted nominees per category.

September: Portada’s Editorial Board Members (Award Jury) will choose the winners out of the 3 Finalists in each category!

September 17: Award Ceremony
To take place at Portada’s 9th Annual Hispanic Advertising and Media Conference on September 17, 2015 for our Award Ceremony. Portada Editorial Board Members will give the Awards to the Winners.

About #Portada15:
#Portada15 will take place in New York City’s Yotel on September 16 and September 17, 2015. It comprehends the Hispanic Sports Marketing Forum, on Sept 16 and the 9th Annual Hispanic Advertising and Media Conference on September 17.

Already confirmed Sponsors of #Portada15:
9th Annual Hispanic Advertising and Media Conference
Rooftop Party Sponsor: Batanga Media 
Platinum Sponsor: MaxPoint 
Gold Sponsor: GFK
Bronze Sponsors:
Pulpo Media 
Badge and Lanyard Sponsor: Adsmovil 
Official Wire Sponsor: PR Newswire 

Hispanic Sports Marketing Forum
Golazo Sponsors:
AC&M Group 

For information about how to align your brand with #Portada15, please contact Kelley Eberhardt, Director of Sales and Marketing, 212-685 4441,

We extended the Nomination Period for Top Hispanic Social Media Influencer one more week until this Friday! Call for Entries! Who is the Top Social Media Influencer  in the Latin world (U.S. Hispanic and Latin America), we will all know on June 4th 2015 at the Award Ceremony of #Portadalat in Miami. Check out the one-of-a-kind a peer-to-peer nomination and voting process below! For now all you Social Media beauties and beaus, nominate yourself and your peers to the one and only “Top Latin Influencer Award”!

MARCH 16-APRIL 10: Nomination Period
Nominations for the Top Latin Influencer Award are open for submission until April 3.
For assistance with any questions or comments about submissions, please email:

APRIL 13-MAY 1: Voting Period

MAY 13: Finalists are announced
Finalists are the top 3 most voted nominees per category. Portada’s Award Jury then will cast the final votes. Winners will be announced at Portada’s Award Ceremony on June 4, 2015. The Award Winner with most votes of the 11 categories is the 2015 Grand Winner.

Portada’s Editorial Board Members (Award Jury):

Carlos Espíndola, Gerente eHub Latinoamérica, 3M
Denisse Guerra, Directora de Marketing Regional para América Latina, The Estée Lauder Companies Inc.
Ruben Leo Sarmiento, Marketing/Digital Marketing Director / Mexico & International at Genomma Lab
José Ruiz, Director, LAD Advertising & Online, Oracle
Raquel Solórzano, Directora de Medios Regionales, Diageo

JUNE 4: Award Ceremony


(Provide your Name and E-mail and choose Top Social Influencer Category!)

Your information

Your Candidate Information

Nominations are accepted for brands and their agencies (Brand/Agency) who have done campaigns promoting travel and hospitality related services. The campaign should have targeted audiences in the U.S. and/or audiences in Latin America over the last 12 months. Please provide information about brand/agency, objective/media (earned and paid) as well as the results of the campaign.

Please explain your reasons for nominating the campaign (max 100 words).

Agencies, including PR agencies, brand marketers and media properties can nominate campaigns, concepts and ideas that substantially engage consumers in the U.S. or Latin America through soccer content.

Please specify (max 150 words)

  • Brand that is marketed and Name of your organization
  • Targeted Consumer (U.S. and/or Latin America)
  • Category of product you are promoting
  • Insights motivating the Campaign
  • Targeted Consumer Profile
  • Description of Campaign
  • Media used (including non-traditional)
  • (Expected) Results
Nominations are accepted for advertising agencies and clients (brands) that have created, planned and executed Online Video Marketing Campaigns in the U.S. Market and Latin America over the last 12 months. The campaign achieved high ROI for advertisers. In addition, the campaign distinguished itself by a high degree of creativity and originality.

Please describe why the candidate deserves the Award (max 100 words).

Nominations are accepted from influencers and vloggers that nominate a video campaign targeting the U.S or Latin American consumer due to its originality and creativeness.

Please include:

  • Attach the video/link to video (max 60 seconds)
  • Explain what the intent of the video was
  • Detail the result of the video in terms of social media interactions
Candidates are companies, including start-ups, belonging to the marketing-tech space in Latin America and the U.S. including:

  • Innovative SSPs, DSPs, DMPs, Ad-Exchanges
  • Online Video content/advertising providers
  • Mobile Media Technologies including App-Providers

The nominee should have significantly contributed to the overall quality and innovation of digital media solutions from a trade and/or the end-consumer.

Please describe why the nominee deserves the Awards (max 100 words).

This Award is for Business Executives and Innovators in the Hispanic American space who have been able to come up with bright ideas and translate them into business opportunities targeting the Hispanic population in the U.S.
The award therefore highlights the value of business acumen and entrepreneurship.

Please explain your reasons for nominating (max 150 words).

Nominations are accepted from both individual business travelers, including journalists, as well as companies. The nominee needs to explain why and how traveling to Latin America has substantially helped them to get new ideas/perspectives to grow personally and in business.
(For example: I went to Mexico and came up with the idea of cooking a special kind of taco back home in the U.S/or doing business in Latin America helped me to learn a more human and successful approach to business partners.)


Description length: max 150 words.

Nominations are accepted for brands and agencies that have made a comprehensive use of marketing analytics, both from a small and big data perspective, in defining and reaching their target audience in a campaign targeting audiences in the U.S. and/or Latin America audiences over the last 12 months. Please provide brand/agency information as well as a description of how the use of modern marketing analytics techniques impacted the campaign results in a positive way.

Please explain your reasons for nominating the campaign (max 100 words).

Nominations are accepted for advertising, marketing and media professionals that have made an outstanding contribution to the expansion of media and advertising targeting Latin American audiences. Award candidates should contribute to the growth of the Latin American-panregional advertising and media sector (as opposed to a more national-local approach).

Please describe why the nominee deserves the awards (max 100 words).

Nominations are accepted for individual executives who work as client side marketers, including brand marketers that have distinguished themselves because of their high effectiveness and originality in connecting with and engaging the Latin American consumer over the last 12 months.

Please describe why the candidate deserves the Award (max 100 words).

Nominations are accepted for advertising agencies and clients (Corporations) that have created, planned and executed Advertising Campaigns in at least two Latin American countries in any media vehicle during the last twelve months. The campaign achieved high ROI for advertisers. In addition, the campaign is distinguished by a high degree of creativity as well as consumer friendliness.

Please describe the campaign and why it deserves the Awards (max 100 words).

Maximum upload size: 9.73MB

9 New Year’s Resolutions every Marketer targeting the Hispanic population should make. As compiled by Portada’s Editorial Team. 9 key themes brand marketers should take into account to  propel their Hispanic Marketing forward in 2015.

Join us at PORTADA Mexico!

1. Be aware that Immigration Reform substantially increases your Market

obama talking on immigration policiesPresident Obama’s executive order late last year, de facto increased the documented Hispanic population in the U.S. by almost 5 million consumers. Over the last few years, The Hispanic population grew mainly by birth, making the composition of the market more bilingual and English-dominant. However, most of the Hispanics who now will become legal through Obama’s executive orders are Spanish-dominant. That opens up new opportunities for Retailers to expand their Loyalty programs,  as well as for Legal, Insurers and other Financial Services providers. Good “old fashioned” Hispanic media like Spanish-language Newspapers, Radio and TV will  continue to be a viable alternative. (Read all about it here: 10 Key Things to know about how immigration reform impacts Hispanic Marketing.)

2. Embrace Latin Entertainment, Music and Culture

Hispanic celebrities lead not only in the Hispanic market but in the United States as a whole! (FYI Sofia Vergara! has been the top earning actress in the U.S. for several years). Latin Fashion, Music and Entertainment and Culture are heavily impacting overall U.S. culture through a trend that is known the “Latinization of America.”

3. Don’t shy away from Celebrity Endorsement Deals

EEUU HISPANOS GENTEBecause of New Year Resolution 2 and because  of the tremendous power Celebrities have acquired Celebrity and Influencer Marketing is a must when it comes to engage the coveted Hispenial (Hispanic Milennial Consumer).  Celebrities, which used to be intermediated by traditional media properties, have gained a tremendous clout as they can directly interact with their tens of millions of social media followers. As Camila Suarez, Head of Endorsements at LatinWe put it at Portada’s 2014 Annual Confernce (#Portada14)  “brands now have to adapt to celebrities and not the other way around.”


4. Delve more into Mobile Marketing

Mobile MarketingMobile is the key media for Hispanics when it comes to the amount of time they engage with each media type. It has become more important than desktop computer to access the Internet. As Sprint’s Hispanic Marketing Manager Kymber Umaña recently told us: “For Hispanics, a  mobile phone is the gateway to the content they desire.” Mobile advertising increased in 2014, but is nowhere near a level where it matches mobile consumer engagement. Check out  the new approaches that exist around “mobile content marketing” which can extend a brand to mobile in a less intrusive way.

5. Be a “good sports” and embrace Sports Marketing

Sports Marketing

Sports will continue to be a key connector with the Hispanic consumer. What’s more major live Sports competition are the perfect antidote to time shifting technologies as audiences want to watch them life only. The 2014 Soccer World Cup in Brazil popularized soccer (fútbol) even more among U.S. Hispanics and none U.S. Hispanics. The business opportunity for brands and media properties catering to soccer fans got even larger. Major soccer events that will take place over the next two years are the Copa America (America’s competition) to be played in Chile in June/July 2015 and, most importantly the Copa America Centenario, the 100th edition of the Copa America, which will take place in June 2016 in the U.S. There are many other important events including Major League Soccer, Liga Mexicana de Fútbol, the matches of the Mexican National Team in the U.S, Major European Soccer Leagues and Copa de Oro (Gold Cup). And of course the qualification games leading up to the 2018 Soccer World Cup in Russia. (For a detailed analysis of the Sports and Soccer Marketing opportunity check out Portada’s 2015 Soccer Marketing Guide!).

6. Follow the cord cutting trend and act

As Portada’s Digital Media Correspondent Susan Kuchinskas reports from the just concluded 2015 Consumer Electronic Show in Las Vegas,  Over the Top TV (Online Video) continues to be a key trend that is changing Marketing and Advertising. Hispanics clearly over-index when it comes to online video consumption. Audience fragmentation may be a problem for legacy media, but allows marketers to zero-in on their target audience. Content packages tailored to Hispanics, similar to the way recently introduced by DirectTV through its OTT Video Service Yaveo have to be liked by marketers.


6. Complete the circle with compelling Off-line and Digital (Social Media) Marketing

It’s not enough to simply tweet to get fans excited about watching the next series episode or tune into live coverage of an event. Today’s social campaigns are entertainment events in themselves that can go on to gain earned media of their own and even be media properties in their own right. TV Contents and Social Media Integrations, similar to 2014’s Telemundo’s YoSoy el Artista program, complete the off-line and digital media circle. Content Marketing in the form of brand owned media should also play an important part.

7. Support Multicultural Targeted Shopper Marketing

Shopper MarketingBrands are increasingly tying in advertising to in-store activity, says an analyst at Maxpoint Interactive.  Over the past few years, we’ve seen breakthroughs in the ability of digital advertisers to measure in-store sales generated by a campaign. “This year, brands will increasingly expect their digital ad providers, including those providing mobile ads, to measure product and category lift as part of tracking campaign results.” Variables such as Spanish-language store signage and digital advertising will be correlated to store traffic and success.

8. Seriously consider Internet Radio Marketing Options

As a brand marketer you should be paying attention to internet radio services, thanks to the move to mobile and the demand for consumer choice, research firm eMarketer estimates there were 159.8 million digital radio listeners in 2014, and that figure will grow to 183.4 million in 2018. A substantial amount of this vast audience is Hispanic. Digital listening in all its permutations will become part of the multi-channel and multi-media marketing mix.CHECK OUT: “How to plan a multiplatform Hispanic Audio Buy.”


9. Dont’ get lost in Total Market vs. Hispanic Marketing discussions

Yes, to have an overall national marketing strategy that heavily incorporates Multicultural marketing considerations, and sometimes leads with Hispanic Marketing Insights (e.g. see Target’s and Kimberly Clark’s examples) is often the way to go.  That does not mean, however, that a Hispanic specific campaigns and marketing skills should be not be used (sometimes, even exclusively).

CHECK OUT : The Key Hispanic Marketing Growth Drivers for 2014

Join us at PORTADA Mexico!

Looking forward to see you tomorrow October 21 at the Ritz Carlton in Marina del Rey, CA where Portada is co-locating the “Evolving America Summit” as part of “Digital Hollywood “(October 21 – 23). There is no better place to discuss how Multicultural America is taking over the U.S. Entertainment market than in Hollywood and at “Digital Hollywood”!

Tickets are going fast: REGISTER here!
Check out the AGENDA here!
Portada has worked very hard to have major Marketing Luminaries reflect how Multicultural America is taking over U.S. Marketing and Media:

Jill Byron, SVP, Marketing & Communications, Glam Media
Arturo Duran, Chief Technology Advisor Grupo Prisa
Gilbert Davila, President & CEO at Dávila Multicultural Insights
Julie Diaz-Asper,Founding Partner/CEO, Social Lens
Brendan Gormley, VP, The Gary Group
Jessenia Enriquez-García, Director of Channel Strategy, Lopez Negrete Communications
Monica Gadsby, CEO, Americas, Starcom MediaVest Group
Doug Greiff, Chief Creative Officer. MiTU,
Howard Horowitz, President,Horowitz Associates
Esteban Lopez Blanco , Chief Strategists Officer, Entravision
Pili Montilla, EMMY Award nominated TV host & producer
Alberto Pardo, CEO and Founder, Adsmovil
Roberto Orci, CEO Acento Advertising
Rick Ramirez, SVP Targeted Marketing, Warner Brothers Pictures
Zach Rosenberg, EVP, Chief Growth Officer, Horizon Media
Solomon Romano, Multicultural Marketing Strategy Director at WellPoint, Inc
Nuria Santamaria, Multicultural Strategy, Twitter
Michael Schwimmer, CEO, NuvoTV
Joseph Schiltz, SVP, Marketing and Targeted Media, Chicago Tribune Media Group
Vanessa Vigil, Associate Director, OMD Entertainment

Portada’s Evolving America, The Multicultural Summit will focus on key topics reflecting how multicultural audiences are shaping the overall present and future of the U.S. Entertainment, and media industries including:

-The relentless “multiculturalization” of the U.S. and why it is indispensable for marketing and entertainment decision makers to incorporate a Multicultural lens to be succesful in U.S. Media. Entertainment and Advertising.
– How to market to Hollywood’s most important audience, The Hispanic moviegoer.
– The Latin Digital Media Opportunity: What you need to know
Blogging targeting Multicultural audiences
– The Latinization of America and its impact on Celebrity Marketing

We are very excited to head “West”. After a decade in business we like to think of ourselves as as young adults and follow the famous advice of author/journalist Horace Greeley, “go- West young man.” Through our partnership with Digital Hollywood we will be able to organize the high-quality events Portada is known for twice a year in Los Angeles (Fall and Spring).

The Summit is produced in association with Digital Hollywood and can be attended independently or as part of the overall Digital Hollywood Fall experience, which takes place from October 20 to 23 (last editions attendee count 2,000 plus). Digital Hollywood is a marquee conference covering the fields of film, television, music home video, cable and telecommunications.

Tickets are going fast: REGISTER here!
Check out the AGENDA here!

Hello PortadaLAT attendees!

Thank you for making this year’s event as great as it was! To further our thanks, we want to send you off with a FREE download link of the compiled presentations: **

Latin Online Video Forum:

Latin Online Video Awards:

LATAM Summit:

Once downloaded, you’ll find presentations from both the Latin Online Video Forum and the LATAM Summit. This includes material from Scott Dadich (Editor-in-chief of Wired), Nicolas Amado (BrightCove), Annika Blockstrand (Mondelez International) and more! You’ll also find the nominees for the PortadaLAT awards as well as the winners!

Read what Portada’s editorial team thought of each panel


Plus check out the pics from #Portadalat!

**Login required (free registration)


We have designed next week’s stellar #Portadalat’s program so that attendees get the best content and key takeaways on the 12 main issues which will drive the growth of the Latin American/panregional advertising and media sector. They are:

marklarkin1. Online Video, the hottest Latin media platform: Explore how Online Video is expanding in the Latin space. What are the key challenges that have to be overcome in order for growth to be accelerated: The quest for credible metrics for video entertainment experiences as understood by Group MESPN and ComScore. Learn from Mark Larkin (photo), general manager of  global digital media player CNET, how to use online video to engage audiences worldwide. Plus, best practices from Havas, Puig and Avaya.

2. The latest research about how multiscreen consumption is evolving in the Latin American and U.S. Hispanic markets. What are the media consumption habits of today’s kids and teenagers? Key insights from Discovery, Viacom and YuMe.

3. Is there money in it? How should media owners best monetize online video. Learn from experts how best to take advantage of online video content through advertising. What a leading executive from BrightCove has to say.

fp4. Real-Time-Marketing: What does it mean in a Latin Context? As Ad-Tech companies are expanding to Latin America,  is Latin America really ready for the new world of Real-Time Marketing,programmatic,RTB’s, SSPs …? What concrete real-marketing campaign examples targeting Latin American audiences are there already and what can be learned from them? The answers by Felix Palau (photo), Brand VP Global Marketing. Américas, Heineken.

5. Panregional Content Marketing: Is there such a thing? How do major Content Marketers strategize within the local-vs panregional pendulum. Hear about actionable Latin American content marketing insights. from leading Content Marketing practitioners at 3M, Skyword and Piccolo Universe. Plus the latest addition Denisse Guerra, Regional Marketing Director Latin America ESTÉE LAUDER!

scott.dadich.feature6. The Interaction between Design and Technology. A key issue facing consumer electronics. How Design will impact technology and what this means for marketers and media, by Wired’s Editor-in-Chief Scott Dadich (photo).

7. How is panregional advertising going to evolve in a real-time marketing world? Is it going to be strengthened by it? The example of the travel services industry.

8. How Global Brand Planning impacts Latin American media buys, according to key marketers from global snack powerhouse Mondelez.

9. Mexico: Financial Service Marketing in Latin America’s second largest economy. Key takeaways on:  How to market financial services in a country where only 30% of the population has a bank account.  How Citibank-owned Banamex, integrates its  marketing with Citibank’s global marketing objectives.

cesar salazar10. What opportunities are there for Latin American tech-entrepreneurs and who is ready to finance them. A conversation between Cesar Salazar (photo), Venture Partner, 500 Startups, Mexico and Victor Kong, president of Cisneros Interactive.

fiore11. The biggest show in the World! Learn first-hand from Soccer Celebrity “El Presidente” Fernando Fiore on his bets for the Soccer World Cup which starts on June 12 in Brazil. Plus his views on the future of the soccer marketing discipline.

12. Learn about opportunities and acquire market-intelligence at #Portadalat’s popular Speednetworking function.

Table Leaders will include Vanessa Gonzalez, Managing Director, Omnicon Digital Latin America, Luis Ortuzar, Regional Marketing Director, Christian Dior Parfums LatAm & Caribbean, Anita Geller, Head Digital Marketing at Sandoz Latin America, Helber Diaz, Media Director at MediaBrands and many more!

2014 just started and we say it’s going to be a banner year for Hispanic marketing. GroupM expects U.S. overall advertising expenditures to increase by 2.9% to US $161 billion. eMarketer expects a 3.8% increase to US$ 171.33 billion. We say that Hispanic advertising will grow substantially more than eMarketer’s and Group M projections for the general  market. Below 7 growth drivers, and some challenges, for marketing, advertising and media executives to take into account.

1. Total Market? Yes but with culturally “fluent” Messaging

Photo: Jens Rost – Creative Commons

One thing is clear by now, the “Total Market approach” has been adopted by the majority of Corporate America as the appropriate approach to target the U.S. consumer. The latest example of this is T2 or Total Toyota. The automaker just announced that its longtime ad agency Saatchi & Saatchi will take the lead over three other Public is Groupe agencies that currently handle multicultural marketing duties—Conill Advertising (Hispanic), Burrell Communications (African-American) and Zenith (Broadcast and out-of-home media buying), along with InterTrend Communications (Asian-American marketing). The new unit will be called T2 (Total Toyota). It is crucial though that the Total Market approach includes  culturally appropiate messaging that deeply resonates with a brands different constituencies. Carlos Saveedra, director of Multicultural Marketing at Pepsi, and a speaker at last year’s ANA Multicultural Marketing Conference uses the term Cultural Fluency:”Cultural Fluency means to market at intersection of interests (e.g. Fashion, Sports etc), rather than to one group in particular.” “It is about being inclusive about the entire texture of multicultural consumers.” Pepsi transitioned from having a multicultural team to have multicultural marketing objectives be included in each brand’s goals.  “Brand managers are accountable to connect with the multicultural consumer. They need to know the multicultural consumer as well as general market consumers.” Saavedra said and added that Hispanic focused executions are not necessarily wrong. But he said that by taking a cross cultural approach, Pepsi discovered that the NFL is very attractive to Hispanics. Before Pepsi obtained this insight, Hispanic campaigns only revolved around soccer.

Brand Managers are now accountable to connect with the Hispanic consumer.

2. The 2014 Soccer World Cup and the Conversation around it

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

Advertising related to the 2014 Soccer World Cup can increase ad-sales of major Hispanic media properties by up to 40% compared to a non-World Cup year, say executives of Hispanic media properties interviewed by Portada. World Cup right holders (English and Spanish-language TV, online and Radio) are working hard to monetize these rights. But the World Cup offers also other media properties plenty of opportunities (see for example special digital and print editions around World Cup matches and or non directly soccer oriented content such as culture and history content around World Cup host country Brazil.)
“World Cup is big, but I think what can be as important is the conversation around the World Cup – teams, players, host cities, stadiums, etc… We are really pushing to make sure that the brands we manage have a strong presence in these conversations and that these brands become fibers within organic conversation,” Yousef Kattan Fernández President/CEO at Dallas based TruMedia, tells Portada.
(Look out for “Portada’s 2014 Soccer Marketing Guide in partnership with” to be published on on January 28th!)

3. Focus on the scalability of digital channels

To Marla Skiko, SVP, Digital Innovation at SMG Multicultural, “the greatest challenge facing Hispanic media is to power the growth of digital media.  As those of us in the Hispanic media space are keenly aware, Hispanic consumers are at the forefront of technology and digital consumption.  We need to see growth in scale across channels from video to social to mobile.”

The greatest challenge facing Hispanic media is to power the growth of digital media.

…with programmatic helping to solve native’s scale issue

ALEMANIA TECNOLOGÍAProgrammatic digital advertising buys are an important tool to solve the scalability issue in digital marketing and advertising. A few months ago Skiko told us that the use of programmatic audience buying technologies can be very efficient, particularly when it comes to target segments of the Hispanic demographic.” Several players including Batanga, Alcance Media, Pulpo Media and in the video space Videology,, Yume and others are trying to capitalize on the catch up potential the Hispanic market has versus the general market in this regard.
(Watch out for “Portada’s Latin Audience Buying Guide“, a new custom branded section to be published on Portada’s English and Spanish-language sites in the next few weeks!).

Programmatic Trading can also help solve another important marketing challenge: How to scale native advertising. While the concept of native advertising, or branded content programs that take advantage of the interactivity of the digital medium (see The New York Times recent implementation),  has been the darling of the industry for the past two years, it has yet to truly take off due to its inability to scale. That is poised to change as native will start to be offered programmatically through new technologies that help publishers display sponsored content at scale. For the ‘right ad at the right time’ to finally become the ‘right content at the right time’, content marketing will need to become seamlessly integrated and distributed through advanced targeting technology via ad exchanges and RTB platforms.

Challenge: Finding ways for brands to stand out…

“One of the  greatest challenges marketers face  in 2014 is finding ways to help their brand stand out,”  TruMedia’s Kattan Fernández tells Portada.  “There are so many advertisers saying similar things in similar places. Messaging is important but understanding where your brand fits contextually is as important.  Finding creative media touch points, whether those be digital, social, mobile, offline are key to creating some sort of awareness and developing that engagement with viewers, listeners or online patrollers,” Kattan adds. He notes that “digital and social continues to be a big focus for our agency and growing those 1 to 1 consumer relationships where we can. ”

Understanding where your brand fits contextually is crucial

…it’s all about Content Marketing! (Driver 4)

Content Marketing

Finding the right context and context through digital and social media will continue to be key. In other words, it’s all about Content Marketing. Content Marketing strategies which succesfully integrate paid, owned and earned media are crucial for brand marketers.

Content marketing can particularly benefit brands who invest in creating culturally relevant content and scale it across screens and devices.

SMG’s Skiko says that “because Latinos are super users of technology and digital media, we expect to focus squarely on the digital space as we look to grow our clients’ business in 2014.” According to Skiko, “there is a strong opportunity to create engaging, socially powered experiences that are grounded in Hispanic consumer insights.  Another opportunity to make that connection is for marketers to develop content tailored to the Hispanic audience.  Content marketing is a growing arena and can particularly benefit brands who invest in creating culturally relevant content and scaling it across screens and devices. We see a strong opportunity to create engaging, socially powered experiences that are grounded in Hispanic consumer insights.”

…and here is where Data comes in (again). (Driver 5)

Customer Insights and Data represent another major driver for Hispanic marketing in the year that just started.  “I think the opportunity is about data. Not only to have it but actually to know how to find insights through it,” says Gonzalo del Fa, president of Group M Multicultural and Portada Editorial Board Member. (Big) Data can not only be used to substantially increase advertising effectiveness but also for content marketing purposes. For brands and agencies the issue is not so much about producing enough content but about creating enough usable content. That is where Data and dynamic content recommendation engines come in. They enable marketers and media to present the right content to the right visitor at the right time without the visitor having to discover it themselves. Machine learning does that discovery for them. The future of content marketing is all about data-driven content origination and curation that are optimized for organic SEO , highly relevant and targeted.

6. Mobile

In 2013 mobile marketing expenditures took off, although perhaps not as much in the Hispanic market. Experts interviewed by Portada note that 2014 will be a very important year for Latam and USH in the mobile industry. Gaston Bercun, Founder & Co-CEO at mobile ad network Hunt Mobile Ads, says  that “a lot of what is going on in the US and Europe will start to be seen in the Latin markets.”  Bercun adds that “we will start to see important growth of investment of brands in their mobile and mobile advertising strategies and this will push the market to a new level. Programmatic and new devices will also help in the process of increasing the smart phone and tablet penetration.” Major platforms like Google, YouTube and Facebook, provide advertisers
access to mobile and don’t need to recreate any mobile platform creative or invest in it. As Sylwia Makarewicz-Liszka, Mobile and Digital Planner at Starcom Media Vest, said during Portada’s 7th Annual Hispanic Advertising and Media Conference last September “not having mobile assets should not be an excuse for not making a mobile campaign.”

7. Digital Video continues to expand

Hispanic Online VideoRelated to the trend of digital expansion and content marketing is the almost explosive growth of digital video in the Hispanic market.  2014 will be the year of video in content marketing and Hispanic advertising. Platforms like Twitter, Instagram and Facebook, are allowing or will soon allow video ads in consumer content feeds. With videos becoming cheaper to produce even small businesses can produce high quality videos. SMG’s Skiko notes that the increased focus on the Hispanic opportunity by mainstream digital publishers is a win for marketers.  Key players such as Google, Facebook and Twitter are ramping up their Hispanic capabilities with dedicated resources and a focus on content creation and improved targeting.  This should help develop more and richer audiovisual media including digital video.  (Join us on June 3rd in Miami when major marketers and digital video experts from the U.S. and Latin America will gather at Portada’s Latin Online Video Forum)

As leading marketing, media and advertising executives gather in New York City for #Portada13 – Portada’s flagship Annual Hispanic Marketing and Media Conference this Thursday Sept. 26 and the Hispanic Sports Marketing Forum  on Wednesday Sept. 25 – let’s review the key issues they will explore in order to move Hispanic Marketing and media forward.   Below, a discussion of the 8 main topics  to be explored by the best and brightest in Hispanic marketing and Hispanic sports marketing this Wednesday and Thursday.

1. Marketing in a Multicultural Nation means that Corporate America faces three set of challenges. The first is organizational…

Hispanic Marketing

Marketing in the twenty-first century United States means to market in a multicultural nation; NOT to market to  a multicultural audience and to a general market audience. The identity of the different multicultural groups composing  the U.S. ,  and the interdependence between them, is the very fabric of U.S. society. In most cases, to market in a multicultural nation means to embrace the total market principle.  While a good portion of Corporate America seems to understand this conceptually, it faces major challenges to reflect this new reality in the way their marketing organization should be organized.  Should the Hispanic marketing team still work in a silo vs. the general market team? Definitely not. But other open questions remain such as: Should there be an integrated team and different strategies or both integrated teams and integrated strategies? What is the emotional component when targeting Hispanics in a multicultural nation? Should Hispanic marketing initiative work with  brand ambassador?


2. The Measurement/Accountability Challenge

Related to the organization of the marketing unit are the metrics that need to be set up to test how efficient it is.  Corporations need to ask themselves the following questions: What Key Performance Indicators should a total market strategy be tied to? Is there even enough reliable data to determine these KPIs? For advertising and media executives the key is to demonstrate a high return on investment for advertising spend against the Hispanic demographic. First,  “we need to make sure that we are talking about media ROI, not business ROI,” says Gonzalo del Fa, president of Group M Multicultural and #Portada13 speaker  says,  When it comes to media ROI, it is important to work with a model that is accurate. As del Fa puts it: “Hispanics living in Harlem (NYC) may get a lot of Hispanic specific advertising and media. However, many of these Hispanics do not do all their purchases in Harlem. For larger purchases they may go to major retailers in Yonkers. The zip code – proximity based ROI models do not capture this and, therefore, sales to Hispanics get attributed to general market ad campaigns and not to Hispanic advertising.” For advertisers to recognize the tremendous force of Hispanic advertising, Hispanic consumer expenditure needs to be attributed to Hispanic directed advertising in an accurate way through proper media ROI models.

3. How should Content and Advertising reflect the realities of a multicultural nation?

For media properties (and not just the purely Hispanic oriented ones!) and advertising agencies  the challenge lies in how to  reflect through content the reality of a Multicultural nation. The jury is still out whether major new media launches like Univision and Disney’s joint venture Fusion will be succesful, as well as so many new English-language Hispanic oriented new digital media properties. 4 key questions content producers at media and agencies need to address:
-Is it all about being “inclusive” or are there other factors that need to be considered?
– How to develop and place content in order to engage the different ethnic groups?
– Are bilingual ads (i.e.: Tide, Target, etc.) the right solution?

4. The mandate of successfully engaging local audiences…

The succesful engagement with local audiences is the be all and end all of Marketing, particularly for Hispanic media, where a substantial part of the players (e.g. radios and newspapers), are mostly  community oriented platforms.  Advertising Technology providers  have also made it easier to target local audiences on a razor-sharp level.  This is particularly important in the Hispanic market where language and cultural issues make the use of language and behavioural data particularly compelling for marketers.

5. …should be fulfilled by a substantial increase in Mobile Advertising expenditures

Mobile MarketingThe main value proposition of mobile media is that it can marry real world data (location-based) with behavioural data.  That is why mobile advertising is growing in leaps and bounds. In the “general market” mobile advertising is expected to increase by  95% to US$ 8.5 billion this year to account for 20.1% of all digital ad spending, and 5.0% of total media ad spending. In the U.S. Hispanic market mobile advertising volume is nowhere near that ratio. This is surprising if we take into account that Hispanics clearly over-index in mobile adoption rates. The main issue is that many large brand marketers have not yet tapped into the Hispanic mobile opportunity.  Attendees to Thursday’s 7th Annual Hispanic Advertising and Media Conference will be able to hear from key decision makers about the tipping points that made Disney and P&G invest in Hispanic mobile advertising.

6. Media properties face monetization challenges….

Most Hispanic specific and general market  media face substantial challenges to monetize their media vehicles..The emergence of  new advertising technologies offers advertisers solutions to make their media buys substantially more efficient, but this does not necessarily translate into higher advertising revenues for media companies. CPMs (cost per thousand impressions tend to be lower in digital media compared to off-line media. While broadcast media has been somewhat barred from this phenomenon, the phrase “from print dollars, to digital dimes, to mobile pennies.” reflects a tough reality for newspaper and magazine advertising executives.”  However, having offline properties can be an advantage: as Alex Barnishin, Senior Advertising Manager for Al Dia Texas recently told us: “Clients generally see a 30% lift in response when digital banners and/or search are  added to a print campaign.” To keep marketers happy, media properties need to be more creative than ever and include content marketing, event, and  cross-platform initiatives in their proposals.

7….and Online Video can help them.

For digital and print media properties in particular, the rapidly growing online video advertising market offers revenue opportunities. Particularly because Online Video CPM’s (cost per thousand viewers) are the highest in digital advertising, usually three to four times as high as display advertising CPM’s. This is also an opportunity for mobile media as video completion rates have been increasing on smartphones and tablets. Hispanics consume a lot of video entertainment on the mobile phone. However, for online video really to become a revenue driver for Hispanic media properties it is crucial that it does not just become a way to repurpose broadcast content.

8. Shout Gooooooooool! The 2014 Soccer World Cup

SoccerWith the 2014 Soccer World Cup taking place next June Sports Marketing is the largest opportunity in Hispanic marketing. The World Cup is the most important news event for Hispanics every four years. It’s the Superbowl, World Series and NBA Finals all in one.  What advertisers love about the World Cup is that it is DVR proof. Sports programming is a better bet for network broadcasters than almost anything else. With the rise of time shifting technologies audiences have unprecedented choices about what they watch and when they watch it. That is why ratings for most TV networks have fallen sharply. The big exception is sports, which has been practically unaffected by the general ratings declines. According to a Nielsen study, viewers watched 97% of sports programming live in 2012, down slightly from 98% in 2008. Those same viewers watched just 75% of non-sports programing live in 2012, down sharply from 93% in 2008.

Join us at PORTADA Mexico!

Sharon KnitterOnline has grown to be the largest category in automotive advertising spending over the last few years., the online destination for car shoppers owned by A.H. Belo, Gannett Co. Inc., The McClatchy Co., Tribune Co. and The Washington Post Co., has captured a substantial amount of that growth. Within online advertising, there is particularly growth in mobile. That is why we interviewed Sharon Knitter, Senior Director of Mobile for

In this role, Knitter  works to enhance’s mobile site and mobile apps to better serve car shoppers on the go. She also assists with the development of advertising products for manufacturers and dealers to help them reach this growing segment. Below some of the main things Knitter has to say.’s mobile Users are more engaged …

cars Cars,com is visited by 11 million car shoppers each month. According to Knitter, “on a daily basis, all mobile platforms at get 280,000 visits and 7.5 million screenviews. 30% of total traffic is mobile. And there  is a higher proportion of page views compared to Desktop. The Mobile web gets an average of between 15 and 20 page views. Apps between 35 and 40 page views per visit on average.”

Mobile users of see many more pages

Visits (in million)

Page Views (Screenviews)







Note: April 2013, Mobile figures do not include tablets Source:

Interestingly, tablet user behavior is very similar to desktop user behavior.  “There is  almost no difference between desktop and tablets,” Knitter says.

…and provide better leads…

Mobile provides much better leads,  because users are three times more likely to be mobile if they want to find a dealer.” “Mobile car shoppers are more likely to look for maps and dealers.” However, Knitter also notes that 60% of handset users browse while sitting or lying on a  sopha.

…which can be sold at higher CPMs… has been able to monetize the mobile platform as national Advertisers pay higher CPM’s for mobile than desktop (only ad)-display ads. These ads are tipically bought by major car manufacturers during a big digital upfront function at the end of each calendar year. National advertisers are first revenue source, the largest one are car dealerships. Dealers typically are charged a monthly subscription fee by zip code or location for  listings in 20/30 mile radius of the dealership.  Knitter says that it is not difficult to sell mobile advertising: “The difficulty rather is serving mobile ads, as there are so many formats.”

…through salesforce.

Mobile Marketing
Mobile Marketing has a national advertising salesforce. Locally it is sold in 85 different markets by the newspaper chains who own it (A.H. Belo, Gannett Co. Inc., The McClatchy Co., Tribune Co. and The Washington Post Co.s who own  it.)  These newspapers have strong relationships with the car dealerships which will do display ads in the newspapers and buy online listings in The online destination markets itself mostly by buying automotive related keywords on (local) search engines.. It also advertises heavily via TV spots on Superbowl.

The challenge of measuring mobile performance

cars According to Knitter there is room for improvement in the way companies measure mobile (advertising) performance: “Three years from now we  will better be using mobile data  to measure walk in traffic to dealerships.” Knitter adds that she also would like to see more segmentation in the way mobile data is analyzed. She suggests a mobile “in-home” and “out of home” category. Also  “small” and  “large” mobile screens are interesting subdivsions.  Knitter also wonders whether it makes sense to see tablets as their own category.

The User’s perspective: Usability is Key

cars3 It is commonly said that mobile is not digital on a smaller screen and Knitter agrees: “Putting a newspaper on a website is not a website. Likewise, putting a website on mobile is not a mobile strategy,” she notes.  According to Knitter, context is key. So if users are looking for pricing or what the trade-in car is worth and what other inventory is available, that information should be readily available:  “We need to make it very easy for the user. The key question is how do we make it better for consumers. If we make it better for consumers its better for advertisers. We have started to do registration and consumer profiles to understand our audience better. Editorially, our 20 person editorial team that does a lot of mobile including car and lifestyle reviews.”

Does the Spanish-language site have any traction among Hispanics? has a Spanish-language site targeting Spanish-dominant Hispanics. “It never  got a lot of traction,” says Knitter acknowledging that it gets very little traffic. Knitter adds that her team is starting to get information from dealers on whether they have a Spanish-language sales force.

Total Auto Industry Ad Spending , 2009 – 2012 (Values in US $ millions)








2012 (P)



Broadcast TV
























Direct Mail
































Other Print
































U.S. Total (1)








Dealer Share (2)





Association Share





Manufacturer Share





Sources: NADA, NIADA, Dun & Bradstreet, Borrell Associates Inc., 2012 Note: (1) Does not include private party sales (2) “Dealer Share” includes franchised and independent dealers

Comment: Online has grown to be the largest category in automotive advertising spending over the last few years. This growth has come mostly at the expense of Newspaper classified advertising. Interestingly, according to the table above, Automotive Newspaper Advertising has not decreased overall, although it has stagnated. Smaller categories like Other print, including magazines, Radio, direct mail, and Directories have decreased in expenditures. Dealerships, strong local advertisers, continue to amount to almost 60% of overall expenditures, with manufacturers, strong national advertisers, making up approximately 35% of total expenditures.


The web entrepreneur, known for pushing boundaries and for his constant clashes with so-called “conventional media,”  came across as a charming, bright and thoughtful observer of the digital media space. During an on stage interview conducted by Laura Martinez, Portada’s Senior Correspondent, Denton provided details about the recent launch of the Spanish-language version of Gizmodo, and explained the economics of the digital advertising and media space.

“We can become viable with a two-person, full- time staff by using our Kinja discussion platform, content from Gizmodo in English and a team of freelancers,” he noted.  “We can become profitable very quickly compared to a traditional media company, which needs to hire dozens of journalists, and may need up to 5-10 years to be profitable,” Denton noted. He also said that blogs and content about gadgets are among the most profitable online publishing segments.

Denton cited Gawker’s proprietary Kinja Discussion Technology as one of the main factors behind Gawker’s overall success. “Kinja helped us to establish a viable and independent stand alone media company with the best in modern discussion and blog technology.

Beyond Banner Advertising 

Another factor for Gawker’s success are its creative solutions for advertisers, that go beyond banner advertising. “We provide solutions for marketers to have meaningful conversations with our audience.” As an example he cited a State Farm campaign that had State Farm’ financial experts answering questions from the Gawker audience.

The Kinja commenting system has also allowed Denton and his team of over 100 writers at Gawker Media to provide a suitable platform for advertisers, PR firms and brand marketers to interact directly with a story, a writer and the top commenters. This, Denton says, is a great way to monetize your content and avoid the middle man (i.e. ad networks.)

In the end, Denton said, everything boils down to one thing. Good stories. Good content. “If you have great content, readers are going to come; and advertisers will want to work with you.”

Business StrategyIs there a Content Marketing craze? Yes. Is content marketing going to be a fad? Very unlikely. Most marketers recognize that in the digital age content, more than ever, is the connecting thread that brings them together with their customers and prospects. Portada’s editorial team asked several experts about 11  key questions brand marketers need to know about.  Many of these issues will be explored in-depth by major brand marketers at Portada’s Latin Content Marketing Forum on June 4 in Miami.

1. What is Content Marketing all about?

Michael Fasciano, Associate Director, Content Strategy at Digitas, has an interesting definition. Content Marketing, he says, is about “preparing brands to become publishers.” Matt Borchard, Strategist at The Media Kitchen, notes that there are three types of content: Curated, Originated and co-created. To David Weiner, Digital and Social Engagement Strategy for Brands at Pepsi Beverages, content marketing is about “how paid , earned and owned can work together in a very fuzzy real-time world.”

Good content should create demand.

2.Isn’t Content Marketing much more about PR than about Advertising?

While PR is not the whole story, it is a discipline that is very much related to content marketing because it promotes the earned media component (as opposed to paid media – advertising). According to Michael Fasciano, Associate Director of Content Strategy at Digitas, “soon earned media impressions will surpass paid media impressions.”

3. Does every brand need to become a publisher?

That is a very good question. Pepsi’s David Weiner Digital and Social Engagement Strategy for Brands – Pepsi Beverages Company, doesn’t think so.  “I don’t think every brand needs to become a publisher. It’s a commitment in dollars and  resources”. A brand may decide to use paid media for the majority of its outreach.”


4. What is native advertising and how does it relate to Content Marketing?

Native advertising is a web advertising method in which the advertiser attempts to attract attention by providing valuable content in the context of the user’s experience. Similar conceptually to an advertorial, which is a paid placement attempting to look like an article, a native ad tends to be more obviously an ad while still providing interesting or useful information. As Gawker CEO, Nick Denton recently told us “For advertising to be truly native in an interactive medium, it should be interactive. And I don’t mean that the marketer asks some empty question — what do you think? — and then ignores the answer. New discussion systems such as Branch and Gawker’s Kinja give marketers as well as sources the opportunity to engage intelligently with journalists and readers. That’s the only variety of online marketing that I’d describe as truly native.”

As the lines are blurred between paid, earned and owned media you need to be transparent about it.

5. But doesn’t native advertising have a credibility issue?

Yes, Native advertising , particularly bad native advertising can blur the line between editorial and brand content. As Ben Kunz, VP of Strategic planning at Mediaassociates writes in Digiday, “Billions of banner ad impressions may annoy readers, but they don’t misdirect users by disguising the source of the message — and this is exactly what native advertising does. If publishers and marketers aren’t careful, they are going to poison the well of digital ad communications by breaking consumer trust.” However, while Kunz’s argument makes a lot of sense, the scenario he predicts does not necessarily have to occur. Digitas’ Fasciano notes that with native advertising it is “crucial to have the right context, hit the right audience at the right time.” If that happens, native advertising can get a “higher response because brand content is perceived as editorial content.” However, Fasciano does  caution that this may backfire . “Transparency is very important. As the lines are blurred between paid,earned and owned media you need to be transparent about it.”


6. How important is it for a brand to control the content?

According to Kodi Foster, Sr. Director Brand Initiatives at Outbrain, the answer to this question depends on the type of brand:  “The issue of not controlling the content is different for a cookie brand (e.g.  Oreo)  than for a bank or pharma company who has legal issues.”

7. How can brands have a spontaneous voice in the midst of corporate bureaucracy?

Corporate Bureaucracy can be a killer, almost per definition, for the spontaneity needed in social media and real-time marketing. PR departments in large corporations often require long approval processes. Pepsi’s David Weiner notes that”approval processes can be avoided once there is trust. Alignment and good partnerships and processes can make real time marketing possible.”

Content should become an asset as opposed to an expense.

8.What content does a brand need to invest in?

To Matt Borchard, Strategist at The Media Kitchen, the key question is what type of content builds trust. Michael Fasciano adds that brand marketers should ask themselves what type of value they are bringing to the consumer. The key is that content should become an asset as opposed to an expense. In his opinion, its important that content is about what happens now and that there are real-time conversations with the brands’ followers.

9. Is there really a need for a brand to be ‘always on’?

Most social media and content marketing specialists note that it depends on the objectives of the brand.  Brand marketers do not necessarily have to have an always on content marketing strategy. Some experts contend that a marketer needs to be real-time on Facebook.  For brands that need to be always on, agencies are creating special units. An example is  McCann Always On which was recently created in New York to work on 15 brand assignments sold by marketer clients of McCann Erickson New York that include General Mills, L’Oreal and Nestle. McCann Always On intends to become the  always-on content strategists focused on intiatives that are talking in the brands voice in a way the consumer wants to be engaged as well as taking care of managing the communities of consumers who follow these brands.

You should treat Frequency like a program and create expectations around it.

10. What is the right frequency?

Related to the always on – real-time question, is the frequency with which the different content marketing elements are used. The Frequency of sharing content can be solved by using different platforms.  “The frequency question is not answered by sharing X times on Facebook”, says Fasciano. “You should treat Frequency like a program and create expectations around it.”Pepsi’s David Weiner notes that “there definitely is a need to cultivate an audience. There obviously is a quantity versus quality tradeoff. Digitas’ Fasciano recommends marketers to implement a stock and flow strategy. The key objective should be to get an audience of followers and keep it.

11. What metrics should be used to measure Content Marketing?

“Content marketing is about thought leadership. You may not sell a lot of product in the short-term,” argues The Media Kitchen’s Matt Borchard.  Interestingly,  Digitas’ Fasciano argues that really “good content should create demand.” So, how should content marketing and its different elements  be measured? ” Engagement is the main objective and it can be measured via metrics including social shares, page views.  Another element to measure is Loyalty which can be measured via metrics such as frequency of visits.

Ezequiel “Zeke” Montes, president of NAHP, passed away last Tuesday January 29, 2013. Montes was a pioneer in Hispanic print media and a crucial leader in the history of the National Association of Hispanic Publications (NAHP). Throughout his career Montes was a very strong, generous and insightful advocate for Hispanic communities nationwide. He was also a very early and enthusiastic supporter of Portada. In the below article, Kirk Whisler, president of Latino Print Network, and friend and business associate of Mr. Montes reminisces about Mr. Montes career and his love for publishing and the Hispanic community.

We lost a great person and an amazing leader  with the passing of Zeke Montes on January 29, 2013. Often great leaders are not very nice people. They sacrifice being nice or being liked to get things done. My compadre Zeke had the ability to be both a great leader and an amazing person.

Zeke Montes was the most giving person I’ve ever met. He was always the first to volunteer to help for anything – and the first to pick up a check. Everyone remembers him as such a positive, energetic, happy person. So full of joy. So committed to seeing the entire Latino community get treated with the respect that it deserves.

Zeke is legendary for his commitment to the National Association of Hispanic Publications (NAHP) – and no one will or could serve more terms as President than the six terms he served. He was elected as the second NAHP President in 1986 and served three terms early in the NAHP history when board members were elected to one year terms (1986-1989). His many accomplishments from this period include the NAHP joining HACR and other key national organizations, the NAHP Group Buy program grew, the start of what is today the José Martí Awards, the NAHP gave it’s first scholarships, and our first convention in Mexico.

From 1999 to 2003 he served another 2 terms during a major growth period for the NAHP. During this time the NAHP had one of its most memorable events when future President of Mexico Fox and Edward James Olmos were at the same lunch and both gave amazing speeches. We were all spellbound as to having witnessed history.  During this time period the NAHP grow to its largest number of members and largest conventions.

He was in the final year of his final two-year term (2011-2013) when we lost him. While others have devoted meaningful time to the NAHP and the development of Hispanic Print – Zeke devoted his life. Right up to going to the hospital for the final time Zeke was concerned about keeping Hispanic Print and the NAHP growing and moving in the right direction. Zeke was also active on other national boards like HACR, Hispanic Association on Corporate Responsibilty. HACR is key to negotiating with Fortune 500 companies and the HACR board is composed of the leaders of the most important Latino organizations. His leadership there was critical to a number of important national issues effecting the Latino community. Zeke had the rare quality of making everyone he meet feel important – from waitresses and the readers of Tele Guía to corporate CEOs and Presidents, and he met at least 15 presidents of the United States, Mexico, or another Latin American country.

As soon as Zeke and I meet over the phone in 1982 I was impressed with the man – and instantly felt like I’d know him for years. When I went to Chicago shortly thereafter he had his entire family at the airport to meet me. Over the years Zeke and I traveled together to over 50 cities around the USA, Mexico and the Caribbean to talk about the many benefits and qualities of Hispanic Print. Zeke always provided the emotions and honesty that came from his years as a publisher. These trips were all work from the 8 in the morning till 10 or later at night. During these years we saw the circulation of Hispanic newspapers and local magazines grow from 3 million to 19 million – and Zeke was a very key part of the growth.

Zeke was a very successful publisher with publications like Tele Guía, Guía Telfonica, and their various websites and newsletters; but I have to believe that he would have been even more successful if he hadn’t spent so much time trying to help those publications smaller than his also succeed. He wanted the tide to raise ALL the boats, was never happy if only a few were going to succeed. Zeke was truly a WE person, not a ME person.

In 1997 Edward James Olmos and I cofounded the Latino Book & Family Festivals with our first festival in Los Angeles. Zeke was, of course, there wanting to do a similar event in his beloved Chicago. Within 2 years Zeke had created the Chicago Latino Book & Family Festival. At the first Chicago festival in November 1999 at Sportman’s Park Eddie Olmos’ daughter had never seen snow before. It was snowing, and his daughter got so excited that she rushed out and was licking the snow of the bumper of Zeke’s car. Luckily we stopped her before her tongue stuck to Zeke’s bumper. With the 13 Chicago Festivals held since then a total of 278,000 people have attended these wonderful events. The 14th Chicago Festival is on April 6 and 7 at Unity School in Cicero.

Although Zeke didn’t look like much of a dancer, I saw him win dancing contest in both the USA and Mexico. Zeke was an eternally HAPPY person, and dancing made him happy. He loved his music and had worked as a musician earlier in his life.

I know how happy Zeke was to fulfill his promise to take my comadre Rose to Paris last year. He loved traveling with his beloved wife as well as with his children and grandchildren. Zeke was never happier, as all of you know, than when he was surrounded by family and friends. Zeke was so proud of each and every grandchild as they went from energetic children Logan, Lucas and Kayla; to active and bounder testing teenagers Christopher and Aaron to, with the older ones, wonderful young ladies Amanda, Brittney, Ashley, and Nicolete.

Zeke was also extremely happy that his children Patricia, Christina, and Steve are all now working & managing the publications. It truly was his dream to have them carry on with the efforts he and Rose started nearly 30 years ago.

For 30 years Zeke and I rarely did anything without consulting each other. We often talked of what we’d be doing in future years and we all looked forward to when Zeke and Rose would be in retirement and come to spend 2-4 months every winter with us out in Carlsbad. That wasn’t to be – I feel like I’ve lost my right arm with the loss of my best friend.

By Kirk Whisler

A bilingual website has been created to share remembrances of Señor Montes at The NAHP has also set up a fund in his memory. Please go to for more information.

What is the Panregional Advertising market? Our just published report defines the panregional advertising market as advertising placements bought in two or more Latin American countries by buyers outside of those countries. The advertising is usually bought out of so-called panregional media buying hubs, most notably South Florida (Miami).
2013 Panregional Advertising and Media ReportBelow 5 questions and answers about the Panregional Advertising and Media Market from Portada’s Editorial Team. Caveat: You will learn something, but to know more you will have to buy the report! (;-), (you can buy it here at a 25% discount by entering the code NEW-YEAR 25.


    1. Does the Latin American Panregional Advertising Market have any relationship with the U.S. Hispanic Advertising Market?
      Generally speaking, not much as the clients and agencies generally target one market or the other. However, some agencies target both markets as the target audiences of both markets can have important commonalities (e.g. Mexican audiences and Mexican Americans in the U.S). Monica Gadsby, who in November 2009 was appointed CEO of Starcom Media Group’s Hispanic and Latin American units, said at the time that “there is a lot of possible overlap between U.S. Hispanic and Latin America.”
      There is another overlap between both markets: In the digital world, the connection is much bigger. Many new digital advertising technology – placement ventures (e.g. Digilant, Turn, Pulpo Media, Batanga, GDA and Medula Network) have a strong presence in both markets.
    2. How big is this market
      Portada estimates Panregional Advertising to grow from an aggregate volume of US $340 million 2011 to US $466 million in 2017 at an annual compounded growth rate (CAGR) of 6.4%. So this market is relatively small, but it cannot be emphasized enough that while the panregional market amounts to a small share of the overall Latin American advertising market, approximately 1%, panregional media buying decision-making has a far larger impact on overall Latin American media buys as regional media planning decisions taken in Miami or other centers very often are implemented on the national Latin American country level.
    3. Where are the main decision makers?
      Since the eighties when panregional cable buys and a little bit later print buy strategies started to be implemented out of Miami, South Florida has developed as the main panregional media buying hub. Lamac (Latin American Multichannel Advertising Council) and media placement firms reduced the complexity of buying media in Latin American countries by providing one-stop-shop solutions. In addition, they were able to offer substantial discounts for their cable feeds and large print buys. However, over the last decade and with the strong growth of the Latin American economies, Latin American based panregional media buying hubs have emerged. These include Mexico City, Buenos Aires (Argentina) and Sao Paulo (Brazil). Major agencies and clients are based in those locations.
    4. Does the share of the different media types (Cable, print, digital etc) in the panregional advertising market reflect the overall structure of the Latam Advertising and Media market?
      No. Cable TV advertising has traditionally had the main share of panregional advertising, while in the overall Latin American advertising market open TV clearly leads and Cable is relatively minor. In addition, the share of digital advertising does not surpass a 10% share of the overall Latin American Advertising market, at best, while digital media’s share in panregional advertising lied at 21% in 2011 and is expected to surpass 36% by 2016. A major factor explaining the emergence of digital media on a panregional basis is that agencies that buy media pan regionally tend to be more open to digital innovation.
    5. What’s all the fuss about the regulations?
      Panregional Media buying depends on the ability to buy media from outside the country the media is placed in. Many Latin American countries, most notably Brazil, have recently introduced new laws that make it compulsory to use local media agencies to buy media. In addition, some countries are also promoting the local production of TV spots by taxing spots that have been produced outside of the country.

As you probably know, Portada just introduced brand new websites. To celebrate the launch, we want to extend a 25% Discount Introductory Offer to you. Make sure you can access Portada’s Premium Content including:

    • Interactive Database of Corporate Marketers and Media Buyers targeting Hispanics
    • Targeted Research reports we are rolling out
    • All 48 past print issues in digital magazine format

Take advantage of this special discount by January 31st! Choose your preferred Subscription Option and learn about the different benefits. Once you have chosen your preferred option,e-mail our Online Sales Manager Nicolas Miranda or call him at -1-800-397-5322. Nicolas will provide a landing page and the Discount Coupon Code so that you can benefit from the 25% Discount.


Portada  is launching a brand new digital platform, new formats and timely new data and analysis. Today we are introducing a brand new with much improved navigation tools and social media integration. Thanks to the support of our valued audience and sponsors, we are also increasing the size of our editorial team in order to provide our audience the independent high quality content it deserves.

According to the 2012 CVC Audit & Readership Survey Portada reaches more than 100,000 marketing and media executives in the U.S. Hispanic market and beyond.

The new is complemented with the sites (English) and (Spanish). Portada sponsors and advertisers will now be able to benefit from rich media advertising and Doubleclick ad serving.

The new digital properties, which include new mobile sites, will  strengthen Portada’s position as the leading Source on Latin Marketing and Media. According to the 2012 CVC Audit & Readership Survey Portada’s digital and print properties reach more than 100,000 marketing , advertising and media executives in the U.S. Hispanic market and beyond.

Our readers and advertisers can now benefit from:

  •  Databases of Corporate Marketers/Media Buyers and Targeted Research Reports
    Check out Subscription Options)

For information about 2013 opportunties, please contact Bob Oliva, Business Development Director Portada at or call him at (305) 546-1515 .  For premium subscription options contact Nicolas Miranda at or call him at 1-800 397-5322.

A few words about the introduction of the Beta version of our new sites and more changes in the upcoming weeks.  

Dear Portada Audience,

Last week we introduced the Beta version of our new websites for  the Latin American and panregional Advertising/Marketing and Media industries.  The new sites – and (for the Spanish-speaking world in Spanish)  – aim to substantially improve the usability experience for Portada’s expanding digital audience both on desktop computers as well as on  tablets-mobile.   In addition, users will now be able to easily comment and share articles through Facebook,  Linked In, Twitter and other social networks.  The completely redesigned sites will be tweaked and improved over the coming weeks by our team of design, SEO, usability, social media  and e-commerce experts.

Most importantly, we want to say Thank You to our audience and our sponsors. Without Your support it would not be  possible to make substantial investments to improve our offerings.

Portada is the largest and only audited media vehicle in our space reaching more than 100,000 Marketing, Advertising and Media professionals in the U.S., Latin America and Spain.

We will keep you posted as we introduce new changes.

Saludos y gracias!

A few words about the introduction of the Beta version of our new site and more changes in the upcoming weeks.  

Dear Portada Audience,

Last week we introduced the Beta version of our new website. The new site,, targeting the U.S. Hispanic, Marketing and Advertising industries  aims to substantially improve the usability experience of  Portada’s expanding digital audience both on desktop computers as well as on  tablets-mobile.   In addition, users will now be able to easily share and comment on articles through Facebook,  Linked In, Twitter and other social networks.  The completely redesigned sites will be tweaked and improved over the coming weeks by our team of design, SEO, usability, social media  and e-commerce experts.

Most importantly, we want to say Thank You to our audience and our sponsors. Without Your support it would not be  possible to make substantial investments to improve our offerings.

Portada is the largest and only audited media vehicle in our space reaching more than 100,000 Marketing, Advertising and Media professionals in the U.S., Latin America and Spain.

We will keep you posted as we introduce new changes.

Saludos y gracias!

Nominate for the best in Hispanic Marketing, Advertising and Media. Portada’s Hispanic Advertising and Media Awards are nominated and chosen through an entirely democratic process! The winners will be announced at the Sixth Annual Hispanic Advertising and Media Conference in NYC, Sept. 20, 2012, purchase your tickets here!



Nominations are accepted for client side marketers who have substantially contributed to the quality of Hispanic marketing as a discipline over the last twelve months. The nominated marketer should have made a strong case for marketing to the Hispanic population as well as executed innovative Hispanic marketing campaigns with strong results. Please explain your reasons for nominating the candidate (max 120 words). NOMINATE here!


Nominations are accepted for integrated advertising campaigns targeting Hispanic Audiences during the last 12 months that stand out because of the creativity of the campaign’s media plan and buy. It should have achieved a high ROI. Please describe the campaign in terms of Objective, Creative, Media Used, Results (max 160 words). NOMINATE here!


Nominated candidates should be media companies or content producers that target Hispanic audiences in (Spanish and/or English). The nominated entity is distinguished by the quality of its content and/or an innovative content delivery technology. Please explain your reasons for nominating the candidate (max 120 words). NOMINATE here!


Nominations are accepted for professionals (clients, agency and media executives) in the Hispanic Digital Media Sector who have made an outstanding contribution to the development of the sector over the last 12 months. Please explain your reasons for nominating the candidate (max 120 words). NOMINATE here!


Nominations are accepted for Digital Advertising Campaigns that have targeted Hispanic Audiences during the last 12 months that stand out because of the creativity of the media plan and buy as well as a high ROI. Please describe the campaign in terms of Objective, Creative, Media Used, Results (max 160 words). NOMINATE here!


Nominated campaigns should be print advertising campaigns that have targeted Hispanic audiences over the 12 months and that stand out because of the creativity of the media plan and buy as well as a high ROI. Please describe the campaign in terms of Objective, Creative, Media Used, Results (max 160 words). NOMINATE here!


A digital media property or advertising delivery technology that has contributed to solve substantial challenges from an audience, client and agency perspective over the last 12 months. Please explain why you think it is a strong digital innovation (max 120 words). NOMINATE here!


A print media property or print technology that has contributed to solve substantial challenges from an audience, client and agency perspective over the last 12 months. Please explain your reasons for nominating the candidate (max 120 words).  NOMINATE here!


Professionals (clients, agency and media executives)  active in the Hispanic Print Media Sector who have made an outstanding contribution to the development of the sector over the last 12 months (max 120 words). NOMINATE here!

Big Data comes from various sources: CRM, transactional sources, online, social media, mobile and digital devices. Nowadays tools to process larger datasets help to facilitate Big Analysis. It was only going to be a matter of time for a “Big Data” analytics provider to emerge and focus exclusively on the Hispanic market: Luminar, a “big data” analytics and modeling provider focused specifically on connecting marketers with U.S. Latino consumers, just announced its launch. Luminar, a unit of Entravision Communications Corporation, helps clients identify predictable models of consumers’ behavior to allow companies to reach, upsell and retain Latino consumers more effectively.

“Many marketers looking to connect with the Latino consumer have relied on demographic information and broad cultural themes when developing their marketing strategies, leading to generalized campaigns.  The analysis of ‘big data’, however, offers a much deeper understanding of consumer behaviors, giving marketers the power to truly connect with U.S. Latinos in a relevant way,” said Franklin Rios, President of Luminar.  “We’re proud to be the first company to apply ‘Big Data’ analysis to Latino consumers and we look forward to providing clients with actionable insights that will positively impact their return on investment.” Luminar,  offers solutions to clients in a variety of industries, including retail, consumer packaged goods, political, telecommunications, media, automotive and financial. 

Presentation at Portada’s Sixth Annual Hispanic Advertising and Media Conference

Oscar Padilla, VP Strategy, Luminar will be a speaker at Portada’s 6th Annual Hispanic Advertising and Media Conference in NYC on Sept. 20, 2012. In a first presentation of its kind presentation,  Padilla  will talk about “How Big Data will revolutionize Hispanic marketing and advertising.”

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