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Motor Trend and Yahoo! en Español ink deal to reach
online U.S. Hispanics.
March 9, 2005 -- New York, NY & Sunnyvale, CA--
Primedia's Motor Trend and Yahoo! Inc. today announced an agreement to provide Spanish-language content on Yahoo! en español’s newly revamped Autos site and a link from Yahoo! Autos to MotorTrend.com. This agreement creates one of the most comprehensive resources on the Web for Spanish-language automotive content and addresses the rapidly growing demand for online targeted content.
"Consumer demand for Spanish-language automotive content is currently outpacing almost any other online segment," said Steve Parr, president of PRIMEDIA's Consumer and Performance Automotive Groups. "The Internet is a critical component in the overall automotive buying process and with almost 14 million U.S. Hispanics online today, we are extending the reach of MOTOR TREND, one of the most trusted brands in automotive content, to one of the most active audiences of enthusiasts and in-market buyers."
Available starting today, the Autos section on Yahoo! en español will be populated with content provided from the print edition of MOTOR TREND en español and from the recently launched MotorTrendEnEspanol.com Web site. The MOTOR TREND Spanish-language content will include up-to-the-minute auto show coverage, photographs, images, feature stories, reviews, road tests, and coverage of the highly esteemed MOTOR TREND Car, Sport/Utility and Truck of the Year Awards programs and Buyer's Guide specials. Additionally, the millions of monthly visitors who visit the English-language Yahoo! Autos site will now be linked directly to original content found on MotorTrend.com.
"We are committed to providing the products, tools and services that are essential to our users' lives," said Yahoo! North Latin America general manager, Jose Rivera Font. "The MOTOR TREND content on Yahoo! en español will provide consumers with the information and tools they need to make better decisions in the car buying process, while also saving them money on their car purchases."
Recent studies by Jupiter Media Metrix and RoperASW point to the increasing importance of the Internet in the car-buying process with an estimated 22% of $699 billion in new car sales predicted to come from online purchases. Meanwhile, these studies have also tracked the growing use of the Internet among Hispanics, especially in advanced activities such as finding a dealer, making a new car purchase and designing features and options for new cars and demonstrates the importance of Spanish-language content as a driver for increased Internet usage.
This announcement comes on the heels of efforts from both companies to further expand and enhance Spanish-language online offerings and serve a robust and growing sector in the marketplace.
About MOTOR TREND
Founded in 1949, MOTOR TREND is internationally recognized as the world's #1 automotive authority, with global distribution in North America, China, Latin America and Indonesia. The MOTOR TREND franchise is comprised of the monthly magazine, MOTOR TREND's Truck Trend, MotorTrend.com, MOTOR TREND en Espanol, MotorTrendEnEspanol.com, MOTOR TREND Radio, MOTOR TREND International Auto Shows, and the renowned MOTOR TREND Car, Sport/Utility and Truck of the Year Awards program. MOTOR TREND is a PRIMEDIA, Inc. (NYSE: PRM) publication, with a circulation of 1.1 million and a total readership of 7.1 million.
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