ConTexto Latino to provide matte release service

MIAMI: Hispanic PR Wire, along with Metro Creative Graphics and Editorial Services, will launch ConTexto Latino, a Hispanic editorial features service on June 3rd.

MIAMI: Hispanic PR Wire, along with Metro Creative Graphics and Editorial Services, will launch ConTexto Latino, a Hispanic editorial features service on June 3rd.

The resource provides marketers with story development, features distribution, and guaranteed placement for the Hispanic print and online newspaper market. The ConTexto Latino website, www.ConTextoLatino.biz, is being launched in the first week of June to coincide with the delivery of the first ConTexto Latino magazine issue. Bilingual content will be available at www.ConTextoLatino.com.

Approximately 15 people will be working on the service in roles such as production, editorial, distribution, or guaranteed placement. The employees will come from one of five companies: Metro, ConTexto Latino, Hispanic PR Wire, Latino Clips, Hispanic Digital Network, according to Hispanic PR Wire president Manny Ruiz.

Executive editor and partner Victor Rexach will lead ConTexto Latino's New York and Miami media relations and editorial teams. Ruiz will serve as ConTexto Latino chairman and Metro Editorial Services EVP Debra Shapiro-Weiss will serve as ConTexto Latino president.

Customers, which come from non-profits, corporations, PR and advertising agencies, and government agencies, include AOL, Nestle's brand Maggi's Food, and TV personality Reyna Latina. Because the sheer number of publications, ConTexto Latino is able to guarantee placement, Ruiz said.

Ruiz explained the service as one where a company could approach with a product line they want to get in front of a Hispanic audience. ConTexto Latino will come up with a good angle, write the story - in an editorial fashion - and supply it in their monthly magazine. Publishers can then access the story and either run it as is or edit it to fit their locality or reach.

"It's not an advertorial; it's a matte release," he said, adding that it's the publication editors' prerogative if they want to use a ConTexto Latino story or not.

He added: "The content has to be responsibility written while using a journalistic format. We won't run a story without knowing it is accurate."

The magazine will showcase the stories for the Hispanic media, which can then download what's in their magazine from the website. ConTexto Latino will run stories two months before they would go in a traditional publication in order to give publishers a chance to work on the advertising calendar.

Each issue will highlight two topics, with the first issue showcasing "back to school" and "health" stories. The magazine will also have a general interest section where stories unrelated to the two themes run.

"Not only does the magazine showcase our clients, there will be original stories we write to supplement that content," Rexach said.

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