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Weather Channel and Star Media Pursue Hispanic Market

A pair of well-known information providers has teamed up to present advertising sales initiatives to potential clients in Latin America and the U.S. Hispanic market.

StarMedia, a French-owned communications company, and The Weather Channel Interactive (TWCi) recently announced that StarMedia will continue pursuing Spanish-speaking markets in the U.S. by use of a weather Web site powered by TWCi.

Officials at both companies agree that the partnership enables each firm to provide improved services to its advertisers. As a leading provider of broadband and wireless weather services, including weather.com, the new business relationship allows StarMedia to reach a significant segment of its target market.

Pascal Racheneur, director international at TWCi, says initial feedback from the new partnership shows that advertisers are excited about the new marketing venture, which if successful, could lead to increased sales.

The company reaches markets in the United Kingdom, France, Germany, Brazil and Latin America. In addition to the weather-based Web sites, the company also operates a site for vacation home rentals and another focused on the discussion of climate change.

Company officials estimate that The Weather Channel’s Web site provides content for 98,000 locations worldwide and reaches another 38 million unique users online each month in the United States.

StarMedia.com, a free-to-web service, reaches 24 million Spanish-speaking people, with 3 million in the U.S. alone. The company has operations in Mexico and Spain, along with Los Angeles, Miami and New York.

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