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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.

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 www.alcancemg.com 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/ Hotels.com $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.

ANA Multicultural & Diversity Conference 2009

Written by Christopher Stanley on . Posted in Hispanic, Marketing



ANAOver many years I have participated in many conferences and trade shows related to digital advertising.  In most cases as a vendor looking for sales and networking the competition amongst the different vendors was strong and the actual client side marketers were somewhat defensive. 

In 2008 we participated as a sponsor of the ANA Multicultural Conference.   For a conference, not only was the information excellent but this was probably the first conference in which Client Side marketers outnumbered salespeople. 

While this is not an inexpensive event, the location and planning have been top notch and I would highly recommend this for other marketing executives looking to expand their knowledge as well as share their experiences about multicutural marketing.    Without further adieu the link and information about the conference is below.  Should you choose to participate, please stop by the Alcance Media Group table and say hello.


 ANA’s successful multicultural conference has been expanded in 2009 and renamed the Multicultural Marketing & Diversity Conference.  This event recognizes the intersection of multicultural marketing and diversity management in driving strong business growth.

ANA conferences are unique as the client-side perspective is front and center.  The Multicultural Marketing & Diversity Conference features senior-level marketers from companies including Farmer’s Insurance, Ford Motor Co., Hewlett-Packard, JCPenney, Johnson & Johnson, McDonald’s, MetLife, Nationwide, Procter & Gamble, The Walt Disney Company, Verizon, Walmart, and Western Union.  Honored guests include CNN’s Soledad O’Brien and MC Hammer.

The conference will also feature:
– The ADCOLOR® Awards, celebrating the accomplishments of outstanding diverse advertising, marketing, and media professionals.
– The ANA Multicultural Excellence Awards, honoring the year’s best multicultural advertising campaigns. 

Hosted by:
Gilbert Dávila
Vice President, Global Diversity and Multicultural Market Development
The Walt Disney Company
Chair, ANA Multicultural Marketing & Diversity Committee

Dates & Times

Starts:  Sunday, October 4, 2009 at 2:00pm
Ends:  Tuesday, October 6, 2009 at 3:30pm

Add this event to your calendar.



The Arizona Biltmore Resort & Spa
2400 East Missouri Avenue
Phoenix, AZ 85016

Contemplating the first

Written by Christopher Stanley on . Posted in Hispanic, Marketing


In thinking about my first journalistic efforts I came accross some interesting articles about Ad Networks and as this is something that I am very familiar with as a partner with Alcance Media Group why not start with that.  Yes, popular columns are strong in their opinions and by doing so generate a reaction, similar to a temper tantrum or just a simple rant. Less based on reason and much more on pure emotion and the longing for some attention.

The first and very tantrumesque is that of David Koretz, CEO of collaboration software company Blue Tie, says that “ad networks are for idiots”. Essentially this type of generalization is about as accurate as stating that all latinos are illegal immigrants from Mexico who crossed the Rio Grande just for the opportunity to pick some lettuce or paint some gringo’s house. In other words, a statement that if you choose to believe will not only be completely false, but will have you missing out on excellent opportunities.
While there is definitely more to come about the value of the Hispanic market in the United States, however we will start looking at the Ad Network model from the perspective of 1. Website Owners and Publishers and 2. Advertisers and Agencies.

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