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Google has
been one of the better search engines to translate its products
into other languages. But there was never a Spanish-language
publication involved in its print ads. That has all changed with
the publication Hoy.
Hoy’s
size and scope are well suited to the kind of breakthrough it is
accomplishing here; according to a company statement, the daily
newspaper will be part of the Chicago Tribune Media Group and the
Los Angeles Times Media Group, with approximately 1.4 million
being distributed each week.
It only makes
sense since 72 percent of the Spanish speaking market already uses
Google, compared to just 17 percent using Yahoo’s search engine.
Fifty-one percent of U.S. Latino adults view the Web in Spanish.
If all goes
according to the plan, advertisers who already trust Google will
embrace this means of contacting the Latino population. Google
will split the ad revenue with Hoy, which could then grow
even bigger. This could help print advertising survive the
technological age.
This is a good
public relations move for Google. The company’s environmental
efforts are all good and well, but with around 600
English-language newspapers involved in the print ads program, it
might have looked odd had a Spanish-language entity not been
involved.
Coupled with
Google’s agreement with Univision, the largest Spanish-language
media company in the
United States,
the company could see record profits.
Javier
Saralegui, Univision executive, suggested that this is an
opportunity for consumer companies not yet targeting Latino online
to develop Websites and advertising in Spanish.
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