Periscopio.com is targeted principally at seekers of Spanish-language information for specific popular categories, such as travel or sports. While Starmedia's main target audience is aged between 18 and 34 years, Periscopio expects to attract a wider age group. The new portal does not feature e-commerce or on-line shopping.
The two brands are being positioned separately, but Periscopio will leverage off Starmedia's sales team and other infrastructure. IBM Corp. is the exclusive sponsor of the Periscopio launch and will be the only advertiser for a several month period. IBM is using the Periscopio name in promotions around Latin America.
The two different Internet brands can attract the same advertisers, but with different types of ads, according to Peter Blacker, senior VP-sales strategy. "Starmedia is more for branding, direct marketing, research," he says. Whereas Periscopio advertisers will be targeting users who have come online to make a purchasing decision.
Copyright October 1999, Crain Communications Inc.