Netmio links 13 cities for Hispanic network

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Hispanic Broadcasting Corp. Interactive division expects to roll out its Netmio portal to all of its markets by the end of the first quarter.

The division launched Netmio in November with city guide sites for Los Angeles, Miami and New York. The portal also links listeners to individual sites for HBC's Spanish-language radio stations in 13 cities.

The city guides offer information and features on local businesses, entertainment, news and sports.

Advertisers such as long-distance provider have purchased multiplatform packages that drive listeners from radio to the Web.

Commrad is running a campaign on four HBC stations in Los Angeles and on Netmio's Los Angeles site. Multiple 60-second direct-response spots air between 6 a.m. and 6 p.m. and provide "a direct correlation between the advertisements and immediate response calls to the 800 number," said Arianna Barrios, promotions manager at Commrad. "The radio spots are driving traffic to Netmio where we have two different banners."

One banner reads: "Practice safe sex ... use the phone ... we're cheap and easy." Another asks, "Are you making calls to Mexico a lot?"'

"We have tracking codes on these two ads so we know where the hits come from. The most hits are for the safe sex ad," said Ms. Barrios.

Stephen Hobbs, director of network sales for HBC's Interactive division, said the city guide sites and the local radio stations' sites can be viewed in English or Spanish. The local sites provide listeners with "an audio stream of the programming. Web cameras [are] in the studios so the audience can see the DJs in action."

Mr. Hobbs said other advertisers that have bought Netmio city guides and individual station sites include Showtime Networks, Warner Bros. Pictures, Universal Pictures, ABC News en Espanol, Prodigy, and He said Greyhound Lines will begin running ads this month.


Graziella Flathers, media planning supervisor for Bromley Communications, San Antonio, said her client, Showtime, bought a package promoting 13 first-run episodes of "Resurrection Blvd." from Nov. 27 through Dec. 24 on Netmio and the HBC radio network. A 30-second radio commercial ran in several Hispanic markets. Listeners could also go to Netmio to fill out entry forms for a contest related to the TV series. Prizes included a cash giveaway for a holiday shopping spree and other smaller prizes.

Mr. Hobbs said advertisers can buy the entire HBC station network, individual stations, a cluster of markets or just Netmio.

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