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LatinClips, Papel Media Network Launch Ad Equivalency Measurement Tool for Hispanic Market Press Clippings

Posted by Elena del Valle on July 6, 2005

Miami, FL–(HISPANIC PR WIRE)–July 6, 2005–U.S. Hispanic news and opinion monitoring service LatinClips, via a strategic partnership with Hispanic advertising placement group Papel Media, will launch the Hispanic public relations industry’s first True Ad equivalency measurement tool “TrueVal” in August. “TrueVal” calculates a story’s value based on its actual size in comparison to the publication’s advertising column inch cost. LatinClips’ clients can select the ad equivalency feature optionally with any of their press clipping accounts.

“TrueVal represents the first in a line of evolving products at LatinClips that help clients measure the media results of their specialized marketing programs,” said LatinClips CEO Christine Clavijo-Kish. “This new tool will be especially useful to those communications professionals who are being increasingly pressured to use ad equivalency as one way to partially account for the effectiveness of their work.”

Since its inception in 2003, LatinClips has strived to deliver solid expertise in the Hispanic news and opinion-tracking sector. Papel Media coordinates national advertising buys and offers a unique ad spending database, “Papel Media Tracking System” specific to the U.S. Hispanic print market. The strategic partnership enables both companies to offer broader intelligence in the Hispanic marketing sector.

“In today’s ROI-driven marketing world ‘TrueVal’ will definitely shed more light on the overall value of campaigns and how clients can maximize the allocation of resources,” said John Trainor, CEO of Papel Media Network.

Miami-based LatinClips is the nation’s most comprehensive ethnic media monitoring service. Its Diversity Solutions Services features tracking of news content and opinion from online, print, broadcast TV and radio sources. The company offers several industry “firsts” and exclusive products including retroactive searching of Hispanic print publications, quantitative measurement tools and tracking of Online Forums- opinions posted directly by Hispanics online. LatinClips is a certified, 100 percent minority owned entity and is a sister company of Hispanic and Black news distribution leaders Hispanic PR Wire and Black PR Wire. Chicago-based Papel Media offers Hispanic Print media services to national advertisers such as ROP, inserts and direct mail. Papel works on behalf of advertisers diligently matching vehicles with key demographics using highly developed targeting tools and techniques. For details about ‘TrueVal’ contact LatinClips at (305) 971-8687 or visit http://www.latinclips.com .