Archive for October, 2009

Monetizing your website

Written by Christopher Stanley on . Posted in Hispanic, Marketing

Creating and maintaining a website while continually becoming an easier process, still has many pitfalls. Have you purchased a domain with great intentions, but never even created the site? Maybe you created a blog or a site but have not been consistently updating the content. Let’s just assume for a moment that you have your site created and content delivery schedule set and now are considering ways to monetize you site (i.e. get paid).

Alcance Media Group - City based websites

Alcance Media Group - City based websites

When we created the company Alcance Media Group we needed to have a site up quickly. While the initial plan was something quick and temporary, we ended up maintaining the site until our second year. Along with finalizing the design we are working on the content for the site but as any website owner knows, time flies.

Additionally, the company is in the process of developing proprietary sites to add into their proprietary media network. The base sites focused on the cultural activities of key cities in the U.S. and internationally that have significant Hispanic populations. While there is limited content as we continue to test, content sectors, as well as multiple advertising platforms these sites are an excellent showcase and testing platform in the short term, but will continue to be a focus.

CIUDAD is the term for City in spanish and as anyone knows who has searched for a domain name, adjustments are sometimes necessary. CIU SF focusing on San Francisco events, CIU Havana focusing on Cuba, and CIU Santiago are the three pilot sites. Each one is also testing everything from rich media, to skins, to co-registration to make sure that each of our solutions are scalable for our network partners.

For those of you who are developing your sites, one key requirement is the use of IAB standard banner sizes if you have any intention of working with major agencies and advertisers. The top three sizes are 160×600, 300×250, and 728×90 are in many cases the only ones used by major agencies. Yes this means that that small space due to the design is not going to be easy to sell on its own.

As you decide on advertising rates and sales, it is important to note that sales is difficult. Regardless of how great your site is, how much traffic you have or how great it looks, it takes time. One solution that you should look into are of course paid search options (Google , Yahoo), and also ad networks. As you will read, ad networks have many detractors, however they are also used by most major publications as a way to supplement their ad sales.

I have worked in 3 different ad networks and to be honest they all varied in their benefits and costs, however as a site owner there is very little downside as long as you monitor the networks. Yes, a 50/50 revenue share is pretty standard, and the more you try to sell the more you realize that it is costly to drive in ad sales. Many networks demand exclusivity and this is something that in many cases is negotiable. I recommend testing a few ad networks for a few months to see not only who is generating the most revenue, but who is working with advertisers that are appropriate to your site. If you have a bi-lingual or spanish site a quick application at Alcance Media Group will have you up and running within days.

CNN Premiere: Latino in America

Written by Christopher Stanley on . Posted in Hispanic

Latino in America Premiere Oct 21 & 22 at 9 p.m. EST

Latino in America Premiere Oct 21 & 22 at 9 p.m. EST

By 2050 the U.S. Hispanic population, currently at 15% of the U.S. population is expected to triple. On October 21 & 22 at 9 p.m. EST CNN’s Soledad O’Brien will explores how the Latino population is reshaping America.

Some interesting segments include: Quinceañeras as a symbol of success and Meet the Garcia’s which is interesting in that the last name Garcia is now the 8th most common last name in the U.S.

Check out the CNN page with information on the upcoming report Latino in America

ANA Multicultural & Diversity conference – todo un éxito

Written by Christopher Stanley on . Posted in Hispanic, Marketing

ANA_Ad_Color_Blue100409 I recently returned from the ANA Multicultural & Diversity conference in Phoenix, AZ. While in general I prefer to write about upcoming events versus those that have passed, however in this case you may be served by reserving your spot at next year’s conference.

The company that I founded Alcance Media Group is bringing it’s second year of business to a close and this is the 2nd ANA Multicultural conference that I have sponsored and I have to say that we will also be planning sponsorship for next year. AlcanceMG_CoffeeBreak_100509 Not only has this conference been at beautiful venues such as the Arizona Biltmore (conference rate $289/ $149 yeah) but has brought together top notch presenters (Soledad O’Brien from CNN, MC Hammer) industry leaders ( Western Union, JC Penney, Best Buy, Nationwide and many others), excellent awards events touting the efforts of multicultural media agencies (Casanova Pendrill’s Television ad UNICEF_Casanova Pendrill_09 for UNICEF’s Tap Project (more information UNICEF Tap Project New York ) and just an overall excellent attendee roster.

The agenda included case studies and presentations dealing with marketing to various ethnic groups, hiring a diverse workforce and closing with information about the 2010 Census among other topics. In your planning for next year I recommend that you put this conference in your MUST ATTEND category. See you next year.