HDN Links Latino Newspapers on Internet

DALLAS Newly formed Hispanic Digital Network has created and linked Web sites for 10 U.S. Spanish-language newspapers in what it calls the first consolidation of Latino titles online.

Bill Gato, president of Miami-based HDN, said the network offers advertisers the ability to buy across a variety of sites or through a single Web venue. He said 45 percent of the advertisements will run across the network and 55 percent will be controlled by the individual publications and will appear on only one Web site.

“The great thing is by banding together, publications can approach advertisers as a network with higher impression levels than just an individual site,” Gato said. He said the company creates the Web sites for the member publications—many of which did not have an Internet presence—and splits ad revenues based on impression levels. Additional titles are likely to join by year’s end, he said.

The participating publications are El Extra and El Hispano News, both in Dallas; Semana in Houston; Noticias del Mundo in New York; La Raza in Chicago; El Bohemio in San Francisco; El Latino in San Diego; El Vocero Hispano in Grand Rapids, Mich.; La Prensa Hispana in Indio, Calif.; and Prensa Hispana in Phoenix, which goes online next week.

Manny Ruiz, CEO of HDN, holds the same position at sister organization Hispanic PR Wire, a news distribution service.

U.S. Hispanic Internet usage increased by double digits during the last year, according to a November report released by comScore Media Metrix. The study by the Reston, Va.-based company noted that Hispanic Internet users spent an average of 26.5 hours online this past September, versus 21.4 hours in October 2002, an increase of 24 percent. The report also found that growth in content consumption was up, with the average U.S. Hispanic user visiting 2,791 pages in September 2003, an increase of 30 percent versus the same period last year.