FOLHA DE SAO PAULO, Brazil’s leading and most influential newspaper signs an exclusive advertising representation agree-ment with the renowned rep fir

PUBLICITAS Charney/Palacios is pleased to welcome FOLHA DE S.PAULO to its prestigious portfolio of media companies. The strategic partnership through the exclusive sales agreement between FOLHA DE S.PAULO the leading daily newspaper in Brazil and PUBLICITAS Charney/Palacios, the most experienced and recognized all-media rep firm, offers advertisers a diversity of print products segmented to a specific target au-dience throughout Brazil. FOLHA DE S.PAULO is highly recognized for catering to advertisers its unparalleled creativity and innovative solutions. This new alliance clearly enhances Publicitas Charney/Palacios media portfolio in Brazil by representing the top 3 media companies in this key strategic market: FOLHA de S.PAULO, EDITORIAL ABRIL & O’GLOBO thru the GDA Group.

FOLHA DE S.PAULO is the leading and most influential newspaper in Brazil. Founded in 1921, since the 80’s, it is the country's best-selling newspaper (2008 Daily average circulation was 311,000 and 365,000 on Sundays). Its growth is supported by the edi-torial principles of Folha‘s Project: pluralism, non-partisanship, critical journalism and independence. It has daily and weekly thematic section and it is distributed nationally. It was the first media company in Brazil to employ an ombudsman and to provide on-line content to its readers.

Publicitas Charney/Palacios, since 1980, is highly recognized in the U.S. as the leader and most experienced company in the representation of Latin America's most important media, working very closely and successfully with advertising/media agencies and clients managing advertising budgets for the region. They are a proud com-pany of Publicitas, the Swiss based global leader in advertising sales for multi- media offers world-wide, with sales teams in 63 offices across four continents.

UEFA Final Sets ESPN & ESPN Deportes Records on TV & Online

Yesterday’s UEFA Champions League final live on ESPN from Rome – a 2-0 victory for Barcelona over Manchester United – was the highest-rated and most-watched UEFA telecast in cable television history, with an average of more than one million homes. It also was the most-watched telecast ever for ESPN Deportes, which has received Hispanic household ratings for 13 months. With an average of nearly half a million Hispanic homes, it is the second-most watched program on Spanish-language cable television in the U.S. this year.

The telecast, aired Wednesday, May 28, at 2:30 p.m. ET, was seen on ESPN by an average of 1,066,000 homes (and 1,428,000 viewers, P2+), based on a 1.1 rating. The previous UEFA record was last year’s final on ESPN2 -- 798,000 homes (and 1,097,000 viewers), based on a 0.8 rating. In that game, Manchester United edged Chelsea on penalty kicks. Overall, 267 UEFA telecasts have aired, all on ESPN networks (19 on ESPN and 248 on ESPN2), starting in March 1994.

On ESPN Deportes, the Spanish-language telecast earned a 9.9 Hispanic coverage rating, representing 474,000 Hispanic homes, the biggest audience and second-highest rating the network has ever received. The only higher rating was 10.1 for the Euro 2008 Final (Spain vs. Germany). For all Spanish-language cable, the only bigger rating and audience in 2009 was an Interliga game between the Chivas and America teams on Fox Sports Sports en Espanol on Janaury 3. It earned a 12.0 rating and average of 613,000 Hispanic households.

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Obama creates position to guard online security

WASHINGTON (CNN) -- President Obama announced Friday he is creating the post of cyber security coordinator to oversee "a new comprehensive approach to securing America's digital infrastructure."

The president said he will personally select the person who takes on that post.

"I'll depend on this official in all matters relating to cyber security, and this official will have my full support and regular access to me as we confront these challenges," he said.

The economic crisis cannot be tackled without ensuring the safety of the nation's online activities, Obama said. "America's economic prosperity in the 21st century will depend on cyber security," he said.

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Microsoft’s New Search at Bing.com Helps People Make Better Decisions

REDMOND, Wash. — May 28, 2009 — Microsoft Corp. today unveiled Bing, a new Decision Engine and consumer brand, providing customers with a first step in moving beyond search to help make faster, more informed decisions. Bing is specifically designed to build on the benefits of today’s search engines but begins to move beyond this experience with a new approach to user experience and intuitive tools to help customers make better decisions, focusing initially on four key vertical areas: making a purchase decision, planning a trip, researching a health condition or finding a local business. The result of this new approach is an important beginning for a new and more powerful kind of search service, which Microsoft is calling a Decision Engine, designed to empower people to gain insight and knowledge from the Web, moving more quickly to important decisions. The new service, located at http://www.Bing.com, will begin to roll out over the coming days and will be fully deployed worldwide on Wednesday, June 3.

The explosive growth of online content has continued unabated, and Bing was developed as a tool to help people more easily navigate through the information overload that has come to characterize many of today’s search experiences. Results from a custom comScore Inc. study across core search engines show that as many as 30 percent of searches are abandoned without a satisfactory result. The data also showed that approximately two-thirds of the remaining searches required a refinement or requery on the search results page.

“Today, search engines do a decent job of helping people navigate the Web and find information, but they don’t do a very good job of enabling people to use the information they find,” said Steve Ballmer, Microsoft CEO. “When we set out to build Bing, we grounded ourselves in a deep understanding of how people really want to use the Web. Bing is an important first step forward in our long-term effort to deliver innovations in search that enable people to find information quickly and use the information they’ve found to accomplish tasks and make smart decisions.”

Microsoft is committed to building better tools to help people find the shortest distance from their initial search query to the point of making an informed decision. Bing is an important first step toward this long-term vision and a strong indicator of Microsoft’s commitment to move search technology forward for customers.

Founded in 1975, Microsoft (Nasdaq “MSFT”) is the worldwide leader in software, services and solutions that help people and businesses realize their full potential.

Mobile Games Big Winners

A survey of AT&T mobile subscribers in North America, conducted by Information Solutions Group and sponsored by game developer PopCap Games, found that mobile customers were doing more than talking and texting—57% of them were also playing games on their wireless devices. The popularity of mobile gaming appears to be growing.

Nielsen estimated there were 8.7 million US mobile Internet users playing games in February.

The most popular type of games among AT&T mobile gamers were puzzles, followed by card and casino games and board games.

One finding of the PopCap survey will not reassure employers, however. Fifty percent of the mobile gamers surveyed said they played during working hours, and one in ten said they played most often during work when they needed a short break.

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B2B Marketers Turn to Digital Tactics

According to a joint study by MarketingProfs and Forrester Research, most business-to-business (B2B) marketers are not folding in the face of the economic downturn.

Two-thirds of marketers surveyed in 2008 said their budgets would either stay the same in the next year or increase.

Now that the downturn is in full swing—and some budgets are decreasing—marketers are being more selective as to where they deploy their marketing dollars. For most that means going online.

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Will Digital Marketing Prove Profitable?

The economy is putting ever-increasing demands on marketers to make every dollar count and demonstrate positive ROI.

According to the “2009 Promo Interactive Marketing Survey” from PROMO magazine, the demand to perform is driving marketers online. More than one-third of marketers surveyed believed that interactive marketing ROI would be more profitable than traditional marketing—such as TV, radio and outdoor—this year.

While 29% of the marketers surveyed were not sure whether digital marketing ROI would be more profitable or not, only 7% of them believed that digital marketing would be less profitable.

So it comes as little surprise that 22% of the marketers indicated they would shift dollars from traditional media into the digital space.

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Report: Local Mobile Advertising Poised to Grow

When the economy turns around, local mobile advertising is poised to be the next big advertising trend, especially spending on local mobile search.

The framework for the emerging ad market is finally in place, according to a forecast from The Kelsey Group, a division of BIA, which will present its findings later today (Thursday, May 21) at BIA's Winning Media Strategies conference in Washington, D.C.

By 2013, local mobile ad revenue is expected to reach more than $3.1 billion, up from $160 million in 2008. Mobile search will make up the lion's share at $2.3 billion, dwarfing SMS, which garnered $100 million in 2008.

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Frost: Latin America Web Conferencing Services Market to Triple by 2014

A new report from market research firm Frost & Sullivan shows that the Latin American Web conferencing services market earned revenues of more than $10.6 million in 2008.

What’s more the report predicts that the Latin American Web conferencing services market will more than triple in by 2014, when it will reach $32.8 million.

This explosive growth can be attributed to three main factors: First, companies in the region are cutting back on travel spending in light of the global economic downturn. In turn, they are increasingly adopting Web conferencing services to fulfill the need for “live” meetings with customers, partners and prospects.

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Hispanic Web-Users Demand More Videos in Spanish

MIAMI – The enormous growth in Hispanic Internet users in the United States is running up against the problem of the scarcity of video and other content directed at that community, according to an article on the Web site Mediaweek.com.

Hispanic Web-surfers in the United States total some 20 million, of whom about 64 percent access sites such as YouTube, MySpace Video, Crackle or Break.

However, according to Mediaweek’s Mike Shields, only a few of those – and other similar – Web sites offer content directed specifically and in Spanish to the enormous Latino Internet market.

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How Can Leaders Cultivate More Latino Talent?

Access to information via telecommunications opens the door to economic, social and political success in the Digital Age. Our economic survival depends on it. Yet many of our political leaders stress policy issues such as housing or healthcare, but miss the significance of information policy.

Now is the time to take notice, especially for Latinos who will reach their full potential as a community only if we embrace the Digital Age. To get there, we--and our leaders--need to pursue the following information-policy goals:

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Startup, Ginio, aims to be top search site in Latin America

A local startup is aiming to take a swipe at Google Inc., but the entrepreneurs know they can’t take on the search giant on its home turf, so they are taking the fight to a friendlier venue — Latin America.

Ginio.com, a new search engine under development by Woburn-based Ginio Inc. and its founder Simon Vielma, will debut in the coming months as a Latin American-focused search engine, allowing users to easily find localized content in areas like San Pedro, Argentina, rather than San Pedro, Calif.

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Time Warner Cable Launches Latino-Targeted Digital Video Package

Time Warner cable of New York launched El Paquetazo, a digital video package designed to appeal to a wide audience of New York City's Latino residents, on Wednesday.

The package combines more than 40 Spanish-language channels with more than 80 English-language networks for $35 a month. El Paquetazo also includes 18 high-def channels in the sports, news and music genres.

"All New Yorkers bridge many worlds," said Jeffrey Hirsch, Time Warner Cable's regional president of residential services. "This new programming option reflects the bi-cultural landscape of which so many Americans are a part."

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Geodesic acquires South American firm interactive networks

Interactive is a software provider of advanced instant messaging and value added solutions.

Mobile and desktop communication systems provider Geodesic Ltd has acquired South America-based Interactive Networks Inc. Interactive, which will now become a wholly-owned subsidiary of Geodesic, is a software provider of advanced instant messaging and value added solutions.

The deal size was not disclosed. The deal will help Mumbai-based Geodesic expand its presence in South America and Africa.

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Digital Media and Traditional Media: Will it Blend?

Digital media and traditional media are at a crossroads -- and when it comes to research and measurement, marketers are having difficulty knowing which way to turn. Since the dawn of the TV-era, countless dollars have been spent developing data-capture and analytics tools. But, the TV-centric model of measurement is obsolete. Media channel crossover is becoming more complex: television ads are linked to product Web sites, product Web sites lead to social media sites, and social media sites connect users with other users who are talking to each other about the product. Consumers are engaged with multiple channels simultaneously.

The old marketing and research models that assume media channels are independent of one another are simply no longer working. Without good models and tools, marketers risk making bad allocation decisions potentially sending millions of dollars into less productive channels.

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MasterCard Launches Hispanic Integrated Marketing Campaign

As part of its ongoing efforts to educate consumers about the value of its myriad of payment products, MasterCard released a new 30-second Spanish language commercial entitled “Quebradita.” The spot, part of the “priceless” campaign now in its 12th year, is intended to persuade consumers to switch from cash to prepaid reloadable debit cards by emphasizing how to better manage their money through the use of MasterCard cards.

MasterCard hopes to make about 44 million Hispanic consumers aware of its products and "introduce them to the benefits of plastic versus cash," said Chris Jogis, the company's senior vice president of U.S. consumer marketing.

“Hispanics are the largest and fastest growing ethnic group in the U.S. representing about 15% of the total U.S. Population, according to the U.S. Census. As we look to continue to bring value to Hispanic consumers, it is important for MasterCard to be speaking in their language in channels that are relevant to them,” said Jogis. “Our campaign, coupled with our grassroots education efforts, is designed to build an emotional connection with consumers, first through our advertising, and then by speaking directly with them at a local level through community organizations that they know and trust.”

Hispanic consumers are a large part of the "underbanked" population, which lacks relationships with traditional financial institutions or prefers using alternative providers like check cashers or remittance companies. Understanding the benefits of products like Everyday Prepaid MasterCard cards, which enable online purchases, access to ATMs, direct deposit of pay checks, and are safer to carry than cash, can be an important first step toward financial inclusion within the payments system.

Quebradita will run in 11 U.S. markets where there is a high concentration of Hispanic consumers: Chicago, Dallas, Houston, Los Angeles, Miami, New York, Phoenix, Sacramento, San Antonio, San Francisco and Harlingen, Texas.MasterCard is also working with Univision Communications Inc. and the Hispanic Heritage Foundation to host a variety of financial education events for consumers. The financial education series will be conducted in several cities in the country with a strong U.S. Hispanic population footprint. The series is designed to build financial literacy among U.S .Hispanics by informing and educating them on the various financial products that are available to help them manage their finances safely and efficiently. Additionally, tips on how to balance a budget, understand credit and save for one’s future will be addressed.

When the Going Gets Tough, the Rich Get Online

Infamously, when he was asked why he kept robbing banks—and getting caught—Willie Sutton answered, “Because that’s where the money is.”

In this tough retailing environment, merchants might wish to ponder his advice, which has come to be known as “Sutton’s Law.”

Should you keep advertising the way you always have, or should you start targeting the people with the money?

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Discovery En Español Unveils New Captivating 2009-10 Upfront Programming Line-Up Amidst Continued Ratings Success

Miami, Florida, May 19, 2009 – Discovery en Español enters the 2009-10 Upfront season delivering more growth than any other Spanish language broadcast and cable network among Adults 18-49 for the last two consecutive years, and is the second-highest rated Hispanic cable network[1] in the demo.* Continuing the momentum, Discovery en Español announces a bold Upfront slate of programming that capitalizes on a content strategy that resonates with viewers and advertisers alike.

Kicking off the 2009-10 Upfront are several epic blockbusters that utilize the latest in videography and cinematography as in the celebrated Planet Earth to capture nature’s magic in a way that will truly astound. The caliber of “Yellowstone,” “South Pacific,” and “Life” will amaze audiences and provide a window to the world that people don’t often experience.

Discovery en Español will also offer specials and series that aim to inform, surprise and enlighten. Across all its key genres: Adrenaline, Ingenuity, Wild Discovery, Real Life Drama, Living, Our World and Green, the network has selected the best of what Discovery’s networks have to offer allowing Hispanic viewers to enjoy this stellar programming in their native language.

“Discovery en Español continues to deliver the most relevant and highest quality entertainment available to U.S. Hispanic audiences,” said Luis Silberwasser, Senior Vice President and General Manager of Discovery Networks U.S. Hispanic Group. “By elevating the standard for Spanish-language television, we not only stay true to our core principles but also to a proven content strategy that has consistently delivered strong ratings for our network”.

Beyond new programming and specials, Discovery en Español will offer returning favorites including “Man vs. Wild,” “Whale Wars” and “Deadliest Catch,” as well as spectacular originals such as “La Ley del Corrido” and a new series spin-off of the highly acclaimed “Maras” special that made its original debut in 2007.

Highlights of Discovery en Español 2009-10 Upfront Schedule include the following:


EPIC BLOCKBUSTERS
South Pacific
A 6-part landmark series on the extraordinary wildlife and culture of the world's biggest and most romantic ocean – the South Pacific. The South Pacific conjures up images of blue water, idyllic beaches and exotic human histories - but that doesn’t do justice to its extraordinary variety. This is a landscape of extremes: here are the world's highest volcanoes, deepest ocean trenches and thousands of islands scattered across the largest ocean on Earth. Coral gardens thrive in its warmest waters – and icebergs float in its coldest. The South Pacific is home to some of the most dramatic wildlife spectacles on the planet. This landmark series reveals the astonishing variety of this vast ocean, which stretches from the heat of the tropics to the freezing waters of the Antarctic.

Life
From the Emmy®-award winning team that brought you the critically acclaimed PLANET EARTH comes Life. From the small but mighty to the gargantuan yet ingenious, this is the definitive exploration of earth’s most spectacular living creatures. Life captures stories that reveal the world’s most spectacular and fascinating animal behavior. Driven by the endless struggle to survive, wildlife is filmed on every continent and in every habitat across the world, with each drama-filled episode entirely dedicated to one of the planet’s 10 most important wildlife groups.

Yellowstone: Tales from the Wild
In a magnificent three-part series we follow as the stories unfold in the lives of three charismatic wild characters, whose dramatic lives and fortunes are bound together in Yellowstone. Our cameras are there during three seasons in the life of Yellowstone, from the bitter snows of winter, through the richness of spring and summer and into the drama of autumn. As the year turns, we tell the intertwined stories of Yellowstone's great icons: the grey wolf, the grizzly bear and the herds of buffalo and antelope that stalk these plains. We follow known, identifiable individuals and families in their struggle to survive this landscape where wildfires rage in summer and winter temperatures plunge to 50 below.

SPECIALS
Werewolves
A natural history documentary with a twist. It dares to imagine that werewolves aren't a myth, but are actually a part of our world. The film will impart a vivid picture of every aspect of these creature's lives from how they breed to how they remain undetected, all of it backed up by scientific explanations so plausible that even the hardiest skeptic will struggle to spot where reality ends and make-believe begins.

Discovery Atlas 2010 (4D)
Atlas 4D reinvents the Atlas concept, creating a new and solid story-telling backbone for this landmark series. It ties together 10 or 12 fascinating stories about a region into one grand narrative, the epic saga of a place passing through time. We explore the world's iconic regions, places like the Great Rift Valley or the Himalayas, the Ganges or Patagonia. Each of these areas is revealed through a set of enthralling stories about its peoples, its geology, its flora and its fauna. These individual chapters are joined together by a striking CGI-enhanced "God's Eye View" called 4D, linking them in both space and time.

Last Days of the Dinosaur
During their final one million years on our planet, a generation of dinosaurs faces a threat far more destructive than any of their ancestors have ever experienced. Climate change of monster proportions is throwing their world into chaos – global warming is pumping the air full of energy, fuelling extreme weather and a super-charged atmosphere, which can change in an instant. Dinostorm is the epic story of a natural disaster on a dinosaur scale. Shot in glorious HD this spectacular, sweeping special will do for the world of dinosaurs, what Planet Earth did for ours.

La Ley del Corrido (Original Special)
El Corrido, a musical genre characteristic of the North of Mexico, has become a phenomenon throughout the country as well as in the United States. This documentary delves into the daily routines of the ultra successful musical group Los Canelos, to obtain an insider’s look into the dynamic life of its members, best known as los Corridistas. Throughout this insightful special, audiences will also become privy to testimonials by other famous musicians, producers, family members and experts. The special offers a close and personal look at why this musical genre has now become known as the “narcocorrido” and why belonging to this multimillion dollar business can be exceptionally dangerous. Success, murder, censorship, all combines into a unique special that reveals the other side to this popular musical culture.

Made in Latin America (Original Special)
This documentary series travels throughout Latin America to show the secrets behind the manufacturing of well-known regional brands. From handmade to high tech, in each episode the series host visits a factory to follow closely how raw materials are used to make authentic and popular Latin America products every day. Whether Argentine Havana chocolates to Embraer airplanes, Made in Latin America has full access to the factories and people behind these creations.

NEW SERIES
River Monsters
Forget the big fish that swim the oceans - everybody with a TV knows about them. If you want to see the strangest, largest most dangerous, most elusive beasts of the deep, then you have to go to the world's murky rivers and lakes and prepare for a completely different kettle of fish. Ecologist, adventurer, anthropologist and angler extraordinaire Jeremy Wade will be doing just that as he immerses himself not just in the waters to search for fresh-water behemoths, but in the local cultures and traditions surrounding these monsters.

Science of the Movies
Science of Movies is an exciting new magazine series that lifts the curtain on the science behind our most spectacular celluloid dreams. Taking our lead from our off-beat / techie / fanboy host, Science of the Movies is a fast paced, entertaining and energetic look at the latest and greatest in movie and TV technology, innovation and trends.

Maras the Series (Original Series)
Maras is a new series spin-off of the highly acclaimed Maras special that first aired in 2007. MARAS the Series will take an objective and somewhat chilling look at a problem that has grown to epic proportions. Latin American bred gangs are the topic of much of the current news coverage on the escalating drug war on the US border. MARAS the series will continue to explore this growing phenomenon and its roots by going deep into the bowels of the most dangerous and violent communities here and in Latin America, underscoring the realities through vivid exchanges with its members (reformed and current), leaders in the community and the authorities.

Walk the Lion
Walk the Lion features charismatic big cat expert Dave Salmoni as he spends a year in Africa's Kalahari Desert with a pride of lions. Armed with only a walking stick, Salmoni will hunt, sleep and talk with the lions sharing in the births, deaths and day-to-day emotions of the pride while the possibility of quick death pervades his every movement. Salmoni will be wired with radio microphones at all times as well as an array of unique cameras to capture the action up close.

Crimes that Shook Latin America (Original Series)
A six-hour docudrama series that takes an in-depth look at some of the nastiest criminals in Latin America. Each episode focuses on the acts that made these villains notorious and feared in their countries. Interviews with survivors and investigators are blended with news reports and reenactments to support the narrative. "Crimes that Shook Latin America" is planning to feature serial killers, such as Mexico's Juana Barraza and Brazil's Franciso das Chagas Rodrigues.

Bio Recon
It’s one of the most dangerous jobs on the planet, but venom expert Donald Schultz is willing to risk his own life to do it. Whether harvesting venom from the fangs of deadly black mamba in South Africa or collecting new species of deadly jelly fish off the remote coasts of Papua New Guinea, Donald is fearless in the worldwide pursuit of bio-specimens for groundbreaking scientific discoveries.

RETURNING SERIES
Storm Chasers Changing weather patterns, colliding air masses and 700,000 square miles of flatland create the ideal conditions for storm chasing. It’s become the annual rite of spring for a motley collection of scientists, enthusiasts and eccentrics. Follow extreme filmmaker Sean Casey and thrill-seeking meteorologist Reed Timmer on the trail of Mother Nature’s deadliest and most violent creations.

I Shouldn't Be Alive Why does one person live against all the odds and another die? Stories of human survival make compelling television; they lock into our most basic human instincts and tell us so much about the human condition.
Man vs. Wild Adventurer Bear Grylls is put to the ultimate test. Left in the middle of nowhere, Grylls employs his encyclopedic knowledge of nature to scavenge for food and keep his body in order. Headache? Grylls searches for pain-relieving plants. Hunger? He eats maggots in the Rocky Mountains or a fresh-killed zebra on Africa’s savanna. No matter the climate or locale, Grylls is up to the task.

Deadliest Catch Rough waves and fierce weather make winter on the Bering Sea a difficult and dangerous place to do business…and for the fishermen who work these waters, risk to life and limb is just another part of the job. This series will take viewers deep into the Bering Sea with five boats and their crew through the three toughest fishing seasons in the world. Whale Wars Highlighting both the controversial whaling trade and the tactics that the Sea Shepherd Society and its staff and volunteers use to attempt to cripple it, this series documents the group's sojourn across the icy Antarctic waters at the far end of the globe.

Raging Planet RAGING PLANET was the series that set the standards for all weather and geology series a decade ago. Now the series is back with a vengeance. RAGING PLANET II will be the ultimate spectacular weather and geology series, built on a backbone of fascinating science.

Out of the Wild: Alaska Experiment
A dramatic and visceral new documentary series The Alaska Experiment pits Man against Nature in an epic struggle. It's an immersive and powerful series - the ultimate survival and wild food guide. With stunning aerial photography and sweeping panoramas we'll capture the full, dangerous beauty of America's last frontier.

About Discovery en Español
Discovery en Español is the Spanish-language voice of Discovery. It is the premiere network dedicated to offering the finest in quality programming in the areas of science and technology, world culture and history, nature and wildlife as well as real-life drama. The network creates an indelibly enriching experience by collecting the best of what Discovery’s networks have to offer in combination with its own original Spanish-language content. Created by the world’s most trusted media brand, Discovery en Español translates not just the words, but the feeling of Discovery, educating and engaging audiences nationwide with fascinating glimpses into the incredible world they inhabit. For more information, visit www.discoveryenespanol.com

Fox Sports En Español Unveils Innovative New Platforms And Original Programming At Upfront Event In NYC

New York, NY – May 19, 2009 – Fox Sports en Español, the number one Spanish-language sports brand, unveiled an array of exciting developments, including new original programming, rights to prestigious sporting event properties, and new and customized ways to get advertisers’ brands in front of the consumer, during its Upfront event at Manhattan’s famed Cipriani. Twelve years after launching as the first Spanish-language sports network in the U.S., the network announced that in 2010, a World Cup Year, it will have over 1500 hours of live and premiere soccer matches, which is more than any one, and almost more than all, Spanish-language networks combined.

For the first year in its history, the network provided access to a pre-produced multi media presentation on their business to business site, http://www.fseadsales.com/webcast, for those unable to physically attend the event. The event also served as a launch pad for its annual scavenger hunt, an interactive promotion which pits the country’s top advertising professionals against each other in a fun experiential competition designed to showcase the network’s assets.

“We relish the opportunity to update our advertising partners on exciting developments for the year ahead, both in person as well as through our online presentation,” said Tom Maney, Senior Vice President of Advertising Sales for Fox Sports en Español. “The Upfront event and web presentation occur during a difficult economic period, when many other networks have forgone the Upfront season. In contrast, we are thrilled to be doing well and investing in this important interactive process.”

Among the major announcements outlined by the network’s top executives were:

UEFA Champions League - Fox Sports en Español celebrated its recent acquisition of the U.S. Spanish-language rights to the prestigious UEFA Champions League. The network is scheduled to televise 110 matches from the playoffs and group stage rounds. Each season, Fox Sports en Español will have the broadcast rights to premiere UEFA Champions League and SuperCup matches, as well as ancillary UEFA Champions League programming. With the 2010 World Cup around the corner, this recent acquisition bolsters the network’s reputation of having the most relevant and exciting soccer content available in the country.

Tribuna Fox Sports - For 2010, Fox Sports en Español is developing what it believes will be the top sports news show in the market: Tribuna Fox Sports. Not just another sports talk show, Tribuna will be a fast paced, irreverent show, appealing to the young hardcore sports fan. Furthermore, Tribuna will be an extremely sponsor-friendly environment, and will encourage viewer participation through live call-in and on-line interactive segments.

“Power Panel” - Building on the creative success of the past, the network is now introducing the “Power Panel”, which gives advertisers the opportunity to seamlessly incorporate creative elements into the live match. The “Power Panel” utilizes fifteen-second creative to showcase the client’s brand message during breaks in live action.

Business-to-Business Site - As it’s stable of sports properties continues to grow, Fox Sports en Español has taken steps to ensure that its clients have access to all the information they need about the network. For this reason, the network has launched a business to business website at www.FSEAdSales.com, designed to keep clients informed about programming, ratings, and creative executions.

Interactive Properties - Capitalizing on the exponential growth of on-line gaming and its appeal to sports fans of all ages, the network introduced an exciting new interactive property for consumers and advertisers nationwide, called Power Challenge. The online game will provide ample opportunities for advertisers interested in getting their brand into the action of the game. Sponsorships will include television, online and multiple in-game integrations.

Verizon Wireless Copa Alianza/El Sueño de Tu Vida Presented by Sears - During the event, Fox Sports en Español highlighted the return of its national grassroots initiative, Copa Alianza, and its successful promotion El Sueño de Tu Vida, the only national tour that exposes advertisers to a multi-layered media sponsorship, including television, online, print and activation at the grassroots level.

Scavenger Hunt - Fox Sports en Español brings back one of the most popular aspects that has been part of the Upfront event for the past 5 years. Launching today, this year’s Scavenger Hunt features many new elements, including social networking, competitive team play, and a combination of real-life and online action. The game will be housed at www.ChatterballRun2009.com, asking teams of participants to solve multi-layered clues across the web universe, interact with aspects of the network’s virtual world, and develop a team page as part of the competitive game.

“Landing the rights to UEFA Champions League was a huge coup for us.” said Maney, “This latest acquisition is just one example of what our advertisers and viewers can expect from us in 2010. Our existing premiere programming, such as Copa Libertadores and Copa Sudamericana, coupled with new innovative ways of bringing advertisers to their audience, demonstrate why Fox Sports en Español remains number one in the market.”

About Fox Sports en Español
Reaching more than 14 million cable and satellite households in the country, of which over 5 million are U.S. Hispanic Households, Fox Sports en Español is the leader in Spanish-language sports media. We feature premier soccer programming with exclusive coverage of the top leagues and tournaments in Latin America and Europe; coverage of the Major League Baseball regular season, All-Star Game, American League Championship Series and World Series; championship boxing and UFC® and mixed-martial arts across four compelling media platforms. With more than 1,600 hours of live and exclusive programming, a robust web site brimming with streaming video, portable content from FSE Móvil and the Fox Sports en Español Magazine, we are and will continue to be the first name in the U.S. Hispanic sports space.

Fox Sports en Español is distributed by Fox Cable Networks Group and operated by Fox Pan American Sports LLC, an international sports programming and production entity jointly owned by HM Capital Partners, LLC and News Corporation’s (NYSE: NWS) Fox Sports International. For more information, visit Fox Sports en Español online at http://www.foxsportsla.msn.com/

Pictured above: David Sternberg, Executive Vice President and General Manager of Fox Sports International

Who Loves Ad Networks?

Ad networks serve as brokers between Website publishers and advertisers, and the benefits for both can be significant.

ThinkEquity listed four ways that ad networks create value:

Creating scale and aggregation opportunities for marketers and, in the process, providing smaller publishers with access to advertiser demand for broad reach
Providing marketers with a cost-effective broad-reach alternative to the portals and other large Internet media sites
Creating order in the marketplace for ad inventory by categorizing and segmenting inventory and audiences
In the case of performance-based networks, minimizing risk for advertisers by guaranteeing results and ROI through the use of click-per-action (CPA) pricing or click-per-thousand (CPM) pricing with CPA targets

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Twitter is a Popular Social Tool for U.S. Hispanics at SusOpiniones.com

Santa Monica, CA, May 14, 2009 --(PR.com)-- A nationwide poll at SusOpiniones.com found that a third of U.S. Hispanics use popular social tool Twitter.

Asked whether they Twitter, 33% of SusOpiniones members stated that they Twitter, 39% do not Twitter, and 27% do not know about Twitter.

The online poll was conducted on May 3, 2009 at SusOpiniones.com among self-identified U.S. Hispanics, 18 years+.

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Terra Revoluciona el Mundo Digital con el Relanzamiento de Terra TV en los Estados Unidos y Latinoamérica

MIAMI, 14 de mayo /PRNewswire-HISPANIC PR WIRE/ --

Terra, la empresa de internet y medio de comunicación digital líder en producción de contenido original enfocada en la comunidad hispana, revoluciona el mundo digital anunciando el relanzamiento de Terra TV en los Estados Unidos y Latinoamérica. TerraTV (http://us.ttv4.terra.com/) ofrece una multiplataforma inédita que incluye videos de última generación, nuevas e innovadoras herramientas y espacios interactivos, así como también tres canales principales: Noticias, Entretenimiento y Deportes. Los usuarios tendrán acceso a los videos que Terra TV tiene disponibles de manera gratuita a través de una navegación fácil, rápida y sencilla.

Tecnología Avanzada: Terra TV le provee a los usuarios, por primera vez en internet, la visualización de sus contenidos a través de un área de video, en widescreen, de 16:9 y 640x360 píxeles. Además, el contenido del portal también estará disponible en formato RSS, iPhone (m.terratv.terra.com) y en redes sociales como Facebook y Orkut.

Con el relanzamiento de Terra TV, se estrenan nuevas herramientas tales como "Todo en Terra TV", una nueva opción de navegación que incluye un mapa de los canales, subcanales y las principales atracciones que le permiten al usuario encontrar el contenido que desea con más rapidez y claridad. Además ofrece nuevos mecanismos de búsqueda con los cuales se obtienen los resultados filtrados por canal, facilitando aún más el acceso a la información.

En la nueva plataforma el usuario puede votar o dejar mensajes y comentarios, además de compartir videos a través de correo electrónico, "bookmarking" y redes sociales. En los tres canales de Terra TV los usuarios pueden elegir en el momento que deseen, entre los vídeos más recientes, los más vistos, los más votados por los usuarios e incluso las selecciones especiales preparadas por el equipo de Terra. Contenido Original: El canal de Noticias ofrece diariamente la cobertura de los principales acontecimientos en el mundo y noticias internacionales en video por parte de fuentes como CNN, AP y Reuters así como también producciones y transmisiones originales.

Los amantes del Entretenimiento podrán disfrutar de lo último en el mundo del espectáculo, entrevistas y especiales exclusivos como Terra on Tour con Gloria Estefan, videos musicales del catálogo de Warner Music, Movies with María, un programa original de Terra que ofrece los cortos y críticas sobre las películas en cartelera y mucho más.

Los seguidores del Deporte tienen acceso directo al contenido más importante sobre el fútbol Liga Mexicana y El Tri, así como también a lo mejor de la Ligas Europeas tales como la liga española, alemana y portuguesa y a las eliminatorias del mundial 2010.

"Terra TV, una nueva funcionalidad digital bajo la sombrilla del proyecto Átomo, le ofrece a los usuarios una experiencia única de video y a los anunciantes les proporciona nuevos vehículos para alcanzar una generación relevante", dijo Fernando Rodríguez, CEO para Terra USA. Terra TV cuenta con una multiplataforma sin precedentes que ofrece contenidos innovadores integrados con herramientas sociales de tercera generación que representan un concepto de navegación mucho más interactivo", añadió Rodríguez.

En enero, Terra lanzó el Proyecto Átomo, una iniciativa que representó una inversión de $10 millones para crear el portal del futuro. Cada mes debuta una nueva funcionalidad que transformará la manera en la cual los 60 millones de usuarios acceden el contenido editorial y el contenido generado por los propios usuarios.

Sobre Terra USA
Terra USA (www.terra.com) es una empresa de internet y medio de comunicación digital líder en producción de contenido original enfocada en la comunidad hispana, con 29 canales en español e inglés. Terra USA alcanza un porcentaje significativo de la audiencia hispana en los Estados Unidos, según comScore Media Metrix y Neilsen/Net Ratings. Terra USA ofrece herramientas interactivas y reúne en un solo lugar los contenidos profesionales y amateurs más relevantes, proveyéndoles a los usuarios una experiencia única de navegación. Terra USA es parte de Terra Latinoamérica, que celebra 10 años en el 2009. Presente en 18 países, incluyendo a Estados Unidos, Terra Latinoamérica cuenta con alrededor de 60 millones visitantes únicos por mes; más de 8 millones de usuarios únicos en Terra TV, con un promedio de 66 millones de streamings mensuales y un acervo de más de 250 mil videos. Terra Latinoamérica es la empresa líder de internet en la región, con ingresos neto de 500 millones de dólares en 2007 y portales en Argentina, Brasil, Chile, Colombia, Costa Rica, Ecuador, El Salvador, Estados Unidos, Guatemala, Honduras, México, Nicaragua, Panamá, Perú, Puerto Rico, República Dominicana, Uruguay y Venezuela.

Hispanic population boom fuels rising U.S. diversity

NEW YORK (CNNMoney.com) -- The nation is becoming even more diverse: More than one third of its population belongs to a minority group, and Hispanics are the fastest-growing segment.

The U.S. Census Bureau reported Thursday that the minority population reached an estimated 104.6 million -- or 34 percent of the nation's total population -- on July 1, 2008, compared to 31 percent when the Census was taken in 2000. Nearly one in six residents, or 46.9 million people, are Hispanic, the agency reported.

Even more telling for the future: 44 percent of children younger than 18 and 47 percent of children younger than the age of five are now from minority families.

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ANA Introduces New Radio Category For Annual Multicultural Excellence Awards

New York, NY, May 5, 2009 – The Association of National Advertisers (ANA) is now accepting entries for its annual Multicultural Excellence Awards. The Awards recognize ANA member companies and marketers for their work in producing superior multicultural advertising campaigns that ran between May 2008 and April 2009. This year’s awards will feature a new category highlighting exceptional work in radio advertising. Winners will be announced at the ANA’s 11th Annual Multicultural Marketing and Diversity Conference, October 4-6 in Phoenix, AZ.

“It has become increasingly important to harness the power of multicultural markets,” said Gilbert Dávila, vice president, multicultural marketing for The Walt Disney Company and chairperson of the ANA’s Multicultural Marketing Committee. “The awards raise awareness of the extraordinary work being done to reach a diverse group of consumers. We look forward to seeing this year’s entries.”

This year, the ANA will review submissions to reflect excellence in key multicultural and media categories and overall business performance:

Multicultural:
· African American
· Hispanic
· Asian
· General Market
Media:
· Digital Media
· Radio

Significant Business Results
Companies and agencies are encouraged to submit multiple entries within a category or across multiple categories. For additional rules, fees and submission guidelines, interested parties can go to www.ana.net/awards. The deadline for submissions is July 13, 2009, and the ANA will offer an early-bird special of $100 off all entries received on or before June 29, 2009.
A portion of the proceeds collected from the awards submission fees are used to fund scholarships for high-potential multicultural students planning to pursue careers in advertising and marketing.

For more press-related information about the Multicultural Excellence Awards, please contact Lesley Neadel at 917-595-3034. For specific questions about the Multicultural Excellence Awards, entrants should contact Shepard Kramer at 212-455-8055. Additional information about the ANA Multicultural Marketing and Diversity Conference is available at http://www.ana.net/events/conferencemtg/MCC-OCT09.

About the ANA
The Association of National Advertisers leads the marketing community by providing its members with insights, collaboration, and advocacy. ANA’s membership includes 400 companies with 9,000 brands that collectively spend over $250 billion in marketing communications and advertising. The ANA strives to communicate marketing best practices, lead industry initiatives, influence industry practices, manage industry affairs, and advance, promote, and protect all advertisers and marketers.

For more information, visit www.ana.net

Discovery Rolls Out HD Network in Latin America

SILVER SPRING: Discovery HD Theater is launching on the Sky platform in Brazil this month, adding to the list of 30 markets worldwide where Discovery's high-definition services are distributed.

Discovery HD Theater offers nonfiction entertainment in 1080i HD. In Latin America, the channel will feature programming centered on travel and world cultures, natural history and human adventure, science and technology and HD specials, including When We Left Earth: The NASA Missions, The Human Body and Discovery Project Earth.

Discovery also offers HD services in, among others, Australia, Belgium, Canada, Germany, Hong Kong, the Netherlands, Russia, the U.K. and the U.S.

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Search Spending Swells Worldwide

According to a joint study by Econsultancy and search engine optimization (SEO) firm Guava, online marketers around the globe (particularly in the UK) are increasingly turning to search marketing tactics.

Fifty-five percent of respondents said they planned to raise spending on SEO, and 45% said the same of paid search.

In addition, 31% of SEO and 32% of paid search users said they intended to maintain their budgets.

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Latin America among top markets for Yahoo's oneSearch

Certain Latin American countries are ranking as the top markets worldwide for Yahoo's oneSearch search engine, the director for Latin America at Yahoo's Connect Life division, Felipe Muñoz, told BNamericas.

With the launch of oneSearch with Chilean operator Claro last month, the company now has the service live in seven Latin American markets, with two carriers in Brazil, two carriers in Argentina, and one in each of Mexico, Colombia, Uruguay, Ecuador and Chile.

Latin American countries "share a nice position with other key players that are represented on all four continents where we're live - Asia, North America, Europe and Latin America," Muñoz said, adding that the company is upbeat about the Chilean launch.

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Podcasting Not Too Profitable

Ad dollars increasing, a little.

If you think podcasting is the gateway to Internet riches, you are mistaken.
According to ZenithOptimedia, $28 million will be spent on podcast advertising in the US in 2009.

In 2011, spending will increase to $43 million. For those keeping score, that figure is less than 0.2% of Zenith’s projection for the total online advertising space.

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Social Network Ad Spending to Fall

eMarketer projects US social network ad spending will fall in 2009.

Problems at MySpace are the main reason for the revision.

As a result of the expected shortfall at MySpace, eMarketer now forecasts that total US social network ad spending will fall 3% to $1.14 billion in 2009, from $1.18 billion in 2008.

This is a significant turnaround from previous years. Spending grew an estimated 33% in 2008 and 129% in 2007.

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Ad Shop Adrenalina Ramps Up Digital Innovation Drive

NEW YORK, May 11 /PRNewswire/ -- Spurred by Hispanics' robustconsumption of the Web, social networking and mobile text messaging,Adrenalina, a leading advertising and marketing agency that is part of theMDC Partners network, is enhancing its services to include digitalinnovation.

The ad shop's digital drive will provide the agency with a formalizedstrategy for developing and producing creative advertising and marketingvia the Web, mobile technology and other non-traditional media includingsocial networking sites and text messaging.

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Yahoo! En Espanol Launches Real-Time Community Feature for its Soccer Site, Kicks Off Liguilla Tournament Coverage

MIAMI, May 8 /PRNewswire/ -- Yahoo! En Espanol today announced thelaunch of a social media feature on Yahoo! En Espanol Deportes(http://espanol.sports.yahoo.com/) that highlights users' real-timeactivities on its soccer sites. The new news ticker-style feature, locatedon the upper right hand corner of the page, is the latest addition to thecompany's unique soccer community site. t provides users with an instantconnection to the sport and other enthusiasts globally by allowing them tosee what other users are doing on the site -- whether it's becoming fans ofa team, commenting on or recommending an article or replying to or rating acomment.

Just in time for the start of Mexico's popular Liguilla tournament,which kicks off on May 13, this new offering allows users to instantlyconnect with their contacts on the Yahoo! network and activate their Yahoo!profile right from the soccer site. When users arrive on the site, theywill see highlights of all user activity, including those who are not partof their Yahoo! network contacts.

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The Seven Deadly Sins of Social Media.

There are a million ways for businesses to use social media well, and only a handful of ways to do it horribly wrong. So why do companies keep falling into the same traps?

The answer is easy: human nature. And as we all know, humans are constantly beset by malicious temptations.

So as a public service, I've decided to break down the Seven Deadly Sins that make social media go sour.

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Why not block Google?

If publishers like The Associated Press and Forbes are so upset at Google for aggregating their content, then why not code their Web pages to block Google's indexing, wonders CNET's Greg Sandoval. Former WashingtonPost.com Jim Brady has an answer, saying: "Google allows your content to be exposed to people who would never see it otherwise. If you're able to code your pages well, then you can get an awful lot of leads from Google. It's up to your site to turn those leads into loyal customers." CNET/Digital Media blog

Will 2010 be breakout year for mobile ads

Although growth in mobile ads will be slower than previously estimated because of the economy, the segment is projected to have a breakout year in 2010, research firm Magna is reporting. Its forecast for mobile calls for a 36% jump in ad sales in 2009 to $229 million, with the increase in the number of smartphones and use of applications to yield an even stronger market next year. ClickZ (5/5) , Mediaweek

Boost Mobile Named 2009 North American Prepaid Mobile Service of the Year

IRVINE, Calif. – Boost Mobile, the prepaid division of Sprint Corporation (NYSE: S), offering quality wireless phones and flexible service options with no long-term contracts or activation fees, today was named 2009 North American Prepaid Mobile Service of the Year by analyst firm Frost & Sullivan. The award will be presented to Boost Mobile on May 5, 2009, at Frost & Sullivan’s Mobile & Wireless Awards Banquet.

“Boost Mobile has successfully evolved into a total communications service provider in the North American prepaid wireless market, especially with the launch of its groundbreaking Monthly Unlimited plan,” said Brent Iadarola, Global Research Director from Frost & Sullivan. “The company is poised to strengthen its market leadership position by leveraging a mix of high-quality service offerings, extensive retail operations and economical and transparent pricing. The 2009 award for North American Prepaid Mobile Service of the Year is presented to Boost Mobile in recognition of its impressive performance in this segment and is an acknowledgement of its strong growth potential.”

For more information about Boost Mobile and the Monthly Unlimited plan, please visit www.boostmobile.com.

About Boost Mobile
Boost Mobile, the prepaid division of Sprint Nextel (NYSE: S), redefines value for wireless consumers with its ‘Monthly Unlimited’ service, offering unlimited anytime calling, text messaging, wireless web and exclusive Boost® Walkie-Talkie service with a national calling area for $50 a month. Boost Mobile ‘Monthly Unlimited’ offers flat-rate, nationwide service in 15,800 cities throughout the United States on the Nextel National Network – all with no additional telecom taxes, activation, roaming, traveling or long distance fees. Boost Mobile offers a selection of quality handsets from Motorola, ranging from entry-level to high end, as well as worry-free calling plans that enable customers to pay by the minute, day or month. Boost-branded wireless phones are available nationwide at nearly 20,000 major retail stores including Best Buy, Radio Shack, Target, Wal-Mart; Sprint retail stores and independent wireless dealer locations; with Re-Boost® available at approximately 100,000 locations throughout the U.S. Purchase and experience Boost Mobile on the Web at MySpace, Facebook, Twitter and www.boostmobile.com.

WAPA America Launches On Comcast In Colorado

Puerto Rican-targeted service WAPA America has launched on Comcast's Hispanic package in Denver.WAPA America, the cable network arm of the leading broadcaster in Puerto Rico, WAPA Television, became available on Cinco De Mayo on Comcast's CableLatino offering throughout Colorado. WAPA America, which offers 30 hours of news programming and 40 hours of entertainment fare from the island, is now available on channel 617 in Comcast's Denver Metro and northern Colorado clusters and on channel 295 in Colorado Springs.With the rollout, WAPA America is now available via cable, satellite and telco video services in the Denver area. WAPA-TV is a portfolio company of private equity firm InterMedia Partners, controlled by former cable executive Leo Hindery.

All told, WAPA America, which launched in the U.S. in 2004, now counts some 3 million subscribers nationwide through distribution pacts with Comcast, Time Warner Cable, Cox Communications, Bright House Networks, Cablevision, DirecTV, Verizon FiOS and AT&T U-verse, according to WAPA Television president Joe Ramos.

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Quepasa.com's Clear Vision Fuels Astounding Growth

Quepasa.com has found itself in a very interesting -- and enviable -- position.

Originally founded as a Web portal for Spanish speakers in 1997, the site was made over into a social network in September 2007.

That relaunch failed. But the subsequent management team has proved that the goal of successfully transitioning to a social network was a good one . . . to the tune of more than 1.6 million unique visitors per month and growing, according to the company.

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Steps to Managing Spanish Language Translation

The 2000 census counted 35,305,818 Hispanics in the United States. Hispanic groups estimate that several million more were missed. In 2007, the most recent year available, the Hispanic population had grown to an estimated 44,852,816. Given these numbers, this is an important audience to reach. However, from a language standpoint it's not as simple as you may think.

It is easy to distinguish between the Spanish and German languages. Though both are Indo-European in origin, each obviously boasts its own vocabulary, unique pronunciation demands and discrete set of grammatical rules.

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LATV Celebrates Second Anniversary as Multicast Network, Poised for Digital Transition With 35 Affiliates Nationwide

LOS ANGELES, May 4 /PRNewswire/ -- LATV announced today that it was celebrating its second anniversary as the nation's first bicultural entertainment/music network distributed via digital multicast and is set for the digital transition that is scheduled to occur on June 12. Since its launch on May 7, 2007, the network has grown from 14 affiliates including Puerto Rico to 35 affiliates across the U.S. In a concurrent announcement, LATV also unveiled its spring lineup which will include two new programs: Nadie es Eterno en el Mundo (No One in this World Lives Forever), a music-driven drama series, with its first airing tonight at 9:00 p.m. ET; and Munoz Vale x 2 (One Munoz is Worth Two), a comedy series, that will premiere tomorrow, May 5 at 10:00 p.m. ET.

"In two short years, we've gone from a local channel in Los Angeles to a national network in 20 of the top 25 Hispanic markets. By providing affiliates with unique and compelling programming, we've grown faster and more extensively than anyone predicted," said Danny Crowe, president, LATV. "In addition, our expanded programming format has been a hit with viewers across the country. It's edgy and smart, filling a much-needed viewing niche for young Latinos."

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Jackie Bird Announces the Creation of Redbean Society, LLC

It's with great pleasure that I announce the creation of Redbean Society, LLC, the only marketing communications firm that's 100% specialized in targeting Latina women.

Latina women are the decision makers, influencers and trend setters who hold the key to the $1.3 trillion in buying power among Hispanic households being projected by 2013. For marketers who want to win in the U.S. Hispanic market, Redbean Society offers a specialized consumer-centric, cross-cultural & multi-platform approach to engage consumers, drive volume & deliver ROI.

Through our ideas, we will aim to inspire and empower Latina women to make the right brand decisions in the context of the many cultural currents that impact their reality today. Redbean Society will offer services in strategic planning, creative, account and project management, experiential marketing, digital and social marketing and planning and buying of all forms of media.

We are officially open for business at 44 W 28th Street, 8th Floor in New York.

Jackie Bird
CEO
Redbean Society

Email: jbird@redbeansociety.com
P: 646-794-4131
F: 646-219-2248
www.redbeansociety.com

Magna Mobile Advertising Forecast May 2009

Few media have captured the passions of consumers, marketers and inventory owners alike as the mobile advertising space has. With advanced devices increasingly common, the sector is posed to almost double over the next two years.

MAGNA forecasts the US market for mobile advertising will grow by 36%, rising from $169 million in 2008 to $229 million during 2009. Although these figures represent downward revisions from our forecast in the middle of last year (prior to the subsequent escalation of the ongoing recession), we expect a re-acceleration in 2010 as the emerging mobile applications market organizes to support the sustained growth of ad-supported apps.

As a highly fragmented group of divergent advertising models collectively organized around portable (and primarily cellular network-based) media, a wide variety of trends converge to produce this total.

The prevalence of mobile subscriptions (more than 270 million at the end of 2008 according to the CTIA, the wireless industry trade association) and mobile users (more than 224 million individuals, according to Nielsen) has been the first catalyst. Although the vast majority of these individuals use their phones for voice services only, increasing numbers have adopted the use of text messaging (and virtually every device has the capability to receive SMS – also known as text message – advertising).

The second catalyst has been increased access to the mobile web. Recent data from Comscore indicates that as of January 2009, 22 million individuals accessed the mobile web daily and 63 million monthly, up from 11 million and 37 million for each frequency during January 2008.
Although the mobile web is limited by the number of consumers who will purchase mobile devices capable of accessing the web in an easy-to-use manner while concurrently subscribing to data services from a mobile carrier. Integrated or converged devices, also known as “smart-phones” are key to growth. To this end, 32% of AT&T Wireless’ contract subscribers possessed such gadgets as of the end of the first quarter of 2009, more than double the year-ago period. As carriers seek to drive revenues from data services, consumers will increasingly be incentivized to select smart-phones as their primary mobile devices.

Third, Apple’s iPhone and the company’s App Store represent a driver of growth on several levels. One is the heightened interest among consumers, marketers and carriers alike for the core product, which results in exponentially higher levels of data (and mobile web) consumption. In addition, the establishment of an endemic ecosystem of software developers and consumers capable of performing “closed-loop” marketing creates real demand for marketing services inside of the platform. This segment of the market will continue to expand rapidly, especially as other mobile operating system developers create competing environments to drive similar applications to a wider range of devices.

Mobile ad networks represent by far the largest sub-sector within mobile advertising, and the greatest growth in absolute terms over the next several years. By aggregating billions of advertising impressions on a monthly basis, ad networks represent the most efficient way to sell the largest possible collection of audiences, and thus have become the primary beneficiaries of increasing mobile web consumption. At the same time, ad networks have leveraged their expertise into the application world, and can aggregate inventory to sell beyond the mobile web as the small publishers and developers dominating the application business will most typically outsource ad sales to these entities.

Other impression-based inventory (such as that offered by online portals, publishers or mobile carriers) should post solid growth, but fragmentation will hinder large-scale buying except where campaigns are intended to be highly targeted or integrated with efforts on other more traditional media.

SMS advertising should perform more strongly, with long-term growth rates similar to ad networks. Text messaging platforms represents the best near-term potential for advertisers who want to use mobile devices to support broad-reaching marketing campaigns. This contrasts with slower growth rates for other more narrow-reaching types of mobile media (such as mobile search, in-call media, mobile video, mobile coupons and mobile gaming).

Mercado de Dinero USA Wins 4 Prestigious Awards for Excellence in Hispanic Print Media

MIAMI, FL--(Marketwire - April 28, 2009) - The National Association of Hispanic Publications(NAHP) announced the 2008 winners of the Jose Marti Publishing Awards honoring excellence in Hispanic print media at the organization's conference held recently in McAllen, Texas. Mercado de Dinero USA took home one gold award for Outstanding Business Article "De Wall Street a Global Street: Una crisis que esta cambiando el panorama financiero global"; two silver awards, one for General Excellence Outstanding Weekly Newspaper (circ 30,000), and one for Outstanding Special Section "Huellas de una Crisis"; and a bronze award for Outstanding Design.

"This year's winners of the Jose Marti Awards are the best of the best and we applaud them for their excellence and challenge all our members to strive for excellence daily," said Clara Padilla during the 24th Annual Conference. In just three years since the publication was founded in South Florida this is the second time MDUSA receives the award for General Excellence and Outstanding Business article. But this year, the publication also took the awards in design and special section."For us this is the result of the MDUSA's commitment.

It is also a recognition of the hard work of the editorial and design department that make every effort to provide the best journalistic content for readers,"said Manouch Neme, director of Mercado de Dinero USA from their new facilities in Brickell, Miami."With our publication we strive to make a difference in the Hispanic market and little by little we are accomplishing this mission. Working every day to become the best," added Neme. MDUSA, a business/consumer oriented newspaper, competed with more than 300 entries that were submitted to the NAHP, with a panel of 12 judges choosin ggold, silver and bronze awards for categories of General Excellence, Outstanding Sections, Written Word, Design, Photos, Cartoons and Marketing.

The NAHP is comprised of the largest Hispanic publications in the United States, with entries being received from dailies, weeklies, bi-weeklies and monthlies. Mercado de Dinero USA is part of Ausbanc International Media Group which also publishes editions in Spain, England, Colombia and Venezuela.

Please visit www.mercadodedinerousa.com for more information.

Marketers Moving to Digital Media

In the wake of the global economic downturn, marketers worldwide are shifting more of their budgets into cheaper, more-measurable categories.
In most cases, that means online.

Although the name of the organization might imply a slight bias, in a survey by the Society of Digital Agencies (SoDA), 81% of respondents said they plan to invest at least as much in digital marketing in 2009 as in the previous year.

More than 77% of traditional advertising agencies are increasing the amount of digital in their budgets by 1% to 29%. And over 10% are upping online budgets by 30% or more.

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