A: ARTICULO DEL VIERNES, 22 DE MARZO 2002 EN MarketingSherpa
Sent: Friday, March 22, 2002 10:20 AM
Subject: FAME: Influence Puerto Rican Execs + Email Nominations Form
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Please forward *without* cutting! March 22, 2002
#1. Call for Nominations -- Broadcast Email Services Guide
#2. FAME: 48,000 Puerto Rican Business Execs Want to Learn More
About Internet Marketing -- How to Reach Them
#3. 6 How-to Resources to Improve Your Online Marketing
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#1. Call for Nominations -- Broadcast Email Services Guide
We're publishing a new Buyer's Guide to Broadcast Email
Distribution Services for Marketers & Publishers this spring and
need your nominations.
If you use a US-based service to send your bulk email, or your
email newsletters, please nominate them for inclusion in the
You can also add comments, etc. The Guide will help marketers
like yourself learn how to pick the right email broadcast service
for their needs (and how much to pay.)
Yes nominations are free, yes being included in the Guide will
be free and voluntary for vendors. Nomination link again:
Thanks for your help!
BTW: Yes, we will be doing a Guide for Canada, UK, Australia and
New Zealand later this year. We're not ignoring you guys!
#2. How to Reach 48,000 Puerto Rican & Latin American Marketers
PROFILE #17 in Our Continuing Series on Marketing Journalists
Gil C. Schmidt
Editor In Chief
631 Calle Apenino
Urb. Puerto Nuevo
San Juan 00920
Circulation as of 3/01:
Twice monthly email newsletter: eRevista Portal is a free,
Spanish language email newsletter with 48,000 opt-in subscribers
from 29 Latin American countries, with the majority in Puerto
Rico. (This is a remarkably high number for a pub that just
launched six months ago.)
Schmidt says his readership is a good makeup of "Mid-top level
business executives and IT professionals who want to know about
marketing information related to the Internet."
For the past 17 years Schmidt has consulted Puerto Rican start-up
companies on most marketing issues, and until recently he was
comfortable with this calling.
"I've been helping companies down here for quite some time. I
even contributed articles to a local print publication, which was
really more of a grab bag of the Internet," Schmidt explains. "I
wrote e-business articles for them, but they were just missing
the mark. It was like all the news that fit the page, it had no
focus and folded in about six months."
Schmidt realized that there was a need for helpful and
informative Internet news targeted to Puerto Rican businesses and
perhaps other Latino markets. He and partner Herman Maldonado, a
graphic designer, decided to start eRevista Portal in October "as
The publication was free and initially had no ads, so they agreed
to fold if it did not hit 10,000 subscribers by the end of the
year. They now have nearly five times that amount and plan to
launch a paid subscription-based, monthly print magazine, which
will feature paid ads. It will appear shortly on newsstands in
Puerto Rico, simply titled Portal.
Current editorial coverage:
"Like a Reader's Digest of business, government and financial
management matters, geared towards entrepreneurs that have to
make marketing decisions based on budgets," is how Schmidt
describes eRevista Portal. As for actual content, you will find
general Internet news, software and hardware info, regular "how
to" columns from industry experts, and a healthy amount of e-
marketing issues and case studies.
"There is a marketing spin on everything," Schmidt says. "We try
to provide ways of looking at the Internet that may awaken
creativity." Most importantly, all articles are geared to the
Puerto Rican and Latin American business communities.
What Schmidt looks for in a story pitch:
Don't worry too much about pitching him in Spanish, but make sure
it is relevant to Puerto Rican businesses or at least the Latino
community outside of the U.S.
Schmidt does write about new technologies from vendors and
service providers, but he has some specific guidelines for any
company (or PR agent) looking to get some coverage in eRevista
Portal. He calls it their "SpotLight P&R." It is essentially a
list of five "qualifier" questions (in Spanish of course), posted
on the eRevista Portal website, that will give his readers a
basic idea of what the vendor or service company is about and why
they are relevant. If you are able to answer these questions then
Schmidt will likely write about you, either in a profile or a
Here are the (translated) questions:
- What distinguishes you from your competition? (100 words)
- What word or short phrase describes you best? (50 words)
- Where do you see growth opportunities for your clients? (100 words)
- What do you see in Puerto Rico's Internet future? (100 words)
- Why will you be successful? (150 words max.)
"Latinos love to marketed to directly and Puerto Ricans, in
particular, are enormous consumers. You just need to make it
informative, no matter what you are offering." Schmidt says.
He will return phone calls, but it is always best to reach him
via email. Hefty phone bills aside, email will also save you
time. Schmidt says he checks email constantly and will get back
to you within 12 hours.
The newsletter is emailed two Mondays a month (this month they
published on the 4th and the 18th, so you can start counting from
there). If you want your story in the next issue, just be mindful
that since Schmidt does a majority of the editing, pitch him by
the Wednesday prior to press.
eRevista Portal does not have an editorial calendar, but the
print publication will likely have one since it will be monthly
and feature more in-depth articles.
Submitting pre-written contributions:
"As long as it is informative and it speaks to the Puerto Rican
or Latino community we will run it," according to Schmidt. He
will also run articles that have appeared in other publications
as long as the writer can get the proper approvals. Be sure to
let Schmidt know where and when it ran so he can credit that
Schmidt is an exceptional translator and does not mind
translating your article from English, just do your best to keep
it 500-700 words.
Becoming a regular columnist:
eRevista Portal has a fair amount of columnists, but Schmidt is
always on the lookout for more. Though most are from Puerto Rico,
he has one writer from Dallas and expects a few more from the
U.S. in the near future.
If you have an idea or something informative related to Internet
marketing that you would like to impart to the Puerto Rican or
Latino community, by all means contact Schmidt. His publication
is in particular need of articles about "technology and tools
that can simplify your business."
Also, be prepared for a background check. Schmidt is not going to
assume you are an expert in a certain area just because you say
you are. He will want to know what you have written about before
and where, as well as how often you can write for him.
Where you can meet Schmidt:
Schmidt really does not make it out of Puerto Rico much lately,
especially since taking on the role of running the publication.
The last time he was at a U.S. conference was in 2000 for a
wireless conference in California. He does his best to attend
major business and technology conferences in Puerto Rico, but
there are so many he is regretful that he misses a lot. He is
considering sending his Dallas writer to some U.S. events and may
have more of an eRevista Portal presence at U.S. events once he
gets more writers.
Best gifts for Schmidt:
Information. Schmidt feels this is the most valuable thing to
give him. He also says that editors are not highly revered in
Puerto Rico, so they rarely get gifts "Editors just need to be
thankful for information here," he says, only half jokingly.
Schmidt's favorite business publications:
Schmidt says he reads business publications constantly, including
"about 250 eZines," (including MarketingSherpa), but his personal
favorites are Corante News, CNET, ZDNet, The Economist, and
Business 2.0. eRevista Portal's website also features a longer
list of "suggested reading" and informational links for its readers.
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