Editor Mariana Lev from Advertising Age América Central y El Caribe interviewed several regional advertising and media professionals from OMD Guatemala, Ibope Panama and Grupo Cerca, among others, to get their perspectives on different media in order to gain insights for creating a potent media mix. These are some comments found in the magazine's 3rd edition under, "Nuevo media mix: el fin justifica los medios":

"The challenge of the media is finding ways to ensure the fidelity of the different segments between 12 and 24 years of age that historically have had more dispersed behaviors while using multiple media and in addition are a tough audience to reach through traditional forms of communication."

-Alfredo Paz & Miño - Ipobe Panama

"Some customers are still skeptical to include Internet in their media strategies because they are conservative or have not had the experience of virtual networks, but the situation is changing as the age of the executives responsible for marketing is decreasing."

-Julie Carranza - Director of OMD Guatemala

"Channel 7's content strategy is still based on the decisions they made years ago to bring together and mix the best of international television, with the production of local content and try offering programming of the highest quality."

-Rene Picado - President of Teletica Canal 7 in Costa Rica

"Consumers today are much more sophisticated and seek not only the radio, but also other channels of interaction such as concerts and live events, Internet, mobile phones, etc. That is why we have embarked in all of these areas."

-Jose Luis Saca - Vice-President of Radio Corporacion FM in El Salvador

"Despite some contrary projections generated by Internet presence, it is our vision that the newspapers continue to have a significant impact on Dominican society and as usual, they will help support other media."

-Patricia Hernandez - Marketing Director of Listin Diario Dominican Republic

"I believe that printed magazines have a long life span left for Central America due to slower development of digital media in the region, especially if you consider that even in developed countries there is at least 10 or 15 years left for the complete adoption of digital reading."

-Marcelo Burman - President of Grupo Cerca Central America

"The latest in outdoor advertising in the region are digital displays, while mobile advertising (billboards on trucks that move throughout the city) will get stronger in Costa Rica and Panama."

-Fernando Escobar - Director of Centroamerica de Gigantografias in Guatemala

Let US Media Consulting help you create the right media mix for your brand's specific needs. For effective ways to implement media, please contact your US Media Consulting Representative at 305-772-5500.

Source: Advertising Age - America Central y El Caribe; 3rd edition; pg.4-6. Title: Nuevo Media Mix/El fin justifica los medios. Editor Mariana Lev