U.S. HISPANIC
Fox Hispanic Media: We have changed our approach from selling a network to selling a mindset
Maribel Ramos-Weiner| 28 de abril de 2011
Tom Maney, SVP of Advertising Sales at Fox Hispanic Media
(Maribel Ramos-Weiner). The new Fox Hispanic Media (Fox Deportes, Utilísima and the new Nat Geo Mundo), operates as a hybrid group because it is part of both Fox USA and Fox International Channels (FIC), and also utilizes resources from Fox Latin American Channels (FLAC), under Hernán López.We have become a content company. Our upfront strategy has changed from selling a network to selling a mindset. We are filling a void in the Hispanic market, said to PRODU Tom Maney, SVP of Advertising Sales at Fox Hispanic Media.Maney explains that under the new structure, they have added a sales executive in New York and opened offices in Chicago.Maney says the change in mentality about advertising sales in the Hispanic market is significant. The most important change that I have seen is that Hispanic is not being talked about after the general market, at the client level and at the senior level of the agency. They are talking about a total market approach: how to communicate to Hispanics in language and in culture? How is that a part of our total communication strategy? he added.Ten years ago was well do the general market and if we have any money leftover we´ll do Hispanic. Five years ago was this is our general market and this is our Hispanic, and now it is all being done at the most forward thinking agencies. They are going lets see the whole market, added Maney.In terms of growth, the level of investment this year is comparable to that of 2008-2009, before the economic downturn. We have recovered. We are work on a solid base this year, added Maney.ç
