Portada: The Spaniards are entering the U.S. and Latin American Digital Media Markets! - Marcos Baer

Welcome Portada our newest MediaBizBloggerThe recent announcement that Spain39s Prisa digital unit Prisa Digital is strengthening its team for the US Hispanic and Latin American markets with new additions to its Miami team The strong bet Spanish media companies particularly in the digital realm are planning on expanding in the US Hispanic and Latin American markets The rationale is simple content and context for audiences in Spain can be exported relatively easily to audiences in Latin AmericaEarlier this year Prisa39s CEO Juan Luis Cebrian noted that Prisa is going to leverage its global brand Liberty invested in debtridden Prisa the Spanish company39s growth potential in the Latin worldPrisa has substantial radio assets in Latin America and in the US Prisa Radio Santillana a major text book publisher and a very strong player all over Latin America Prisa39s flagship newspaper Spain39s El Pais has editions in Argentina and Mexico and recently partnered with Miami39s El Nuevo Herald for a Florida Edition However the main growth driver seems to lie in the digital realm Its digital media assets originally catered to audiences in Spain But almost without wanting it millions of Latin Americans and US Hispanics have found themselves visiting sites such as Elpaiscom and ascom Now Prisa knows that it is time to dedicate efforts to monetize that traffic as well as to launch and acquire new digital media ventures across the AmericasIn a few weeks Prisa will introduce a discount shopping site called planeoes whose offering will be included in all of the group39s media assets including El Pais sports newspaper As and radio chain Cadena SerPrisa is not the only Spanish company that is betting on a Latin American and US Hispanic expansion Unidad Editorial publisher of El Mundo newspaper and of sports daily Marca launched an Americas digital edition in Miami last year There is no media on a regional level that meets the needs of the Latin American public there is in TV but not in the digital spacequot Manuel Aguilera El Mundo America39s director told Portada quotElmundoes is a digital property with a high credibility in many countries Often Latin American citizen view the media of their own country with distrust because national media properties can have economic interests within their countries and this influences their reporting Aguilera added quotReporting and content from a neutral media property from Spain can be much more trustworthyquotSport a crucial passion point Spaniards Latin Americans and US Hispanics have a huge passion for sports As importantly soccer is their main sport This also lends itself very well for sports content Antonio Fernandez Galiano CEO of Unidad Editorial noted at last years Portada Latam Advertising and Media Summit that he sees many opportunities for launching Latin American digital and print editions of his Marca sports newspaper Spain39s Telcos and Banks Spain39s largest company Telefonica has its main expansion area in Latin America 60 of its customers accounting for more than 43 of Telefonica sales live in Latin America Telefonica recently acquired Vivo The acquisition made Telefonica the undisputed leader of the Brazilian mobile market which has 150 million cellular users fifthmost in the world Telefonica39s Global Marketing Director Belen was a keynote speaker at our recent 2011 Latam Advertising and Media Summit Amatriain will provided an indepth look at how Telefonica creates plans and implements Latin American marketing campaigns both from a global and local perspectiveLarge Spanish corporations have for a long time made their Latin American expansion a priority The trend is getting even stronger now due to the Latin American economic boom in strong contrast with the protracted slump of the economy in SpainOther companies such as financial giants Grupo Santander and BBVA derive a substantial part of their revenues sometimes more than 50 from Latin America and to a lesser extent from the USMarcos Baer oversees editorial and sales He is based in Portada39s NYC headquarters Prior to launching Portada in 2003 Marcos worked in both the media and finance sectors Marcos can be reached at marcosportadaonlinecomamp160Read all Marcos39 MediaBizBloggers commentaries at PortadaCheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates MediaBizBloggerThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaBizBloggerscom management or associated bloggers MediaBizBloggers is an open thought leadership platform and readers may share their comments and opinions in response to all commentaries

Click to Make Your 2025 Contribution to Support the MediaVillage Education Foundation

Portada: The Spaniards are entering the U.S. and Latin American Digital Media Markets! - Marcos Baer

Author

Publish date

Channel

Archived in

Marcos Baer

Empowering Women in Media: Insights from Industry Leaders (Video) - By E.B. Moss

More Videos:

Click to Make Your 2025 Contribution to Support the MediaVillage Education Foundation

Portada: The Spaniards are entering the U.S. and Latin American Digital Media Markets! - Marcos Baer

Enjoying This Commentary? There's More to Love

Marcos Baer

Empowering Women in Media: Insights from Industry Leaders (Video) - By E.B. Moss

The payment was successful

Cookies