StarMedia, eresMas Ink Content Deal

Spanish- and Portuguese-language portal StarMedia Network is looking to broaden its content base through a distribution deal with Madrid, Spain’s eresMas.

Through the agreement, eresMas — a Spanish Web media company and a unit of regional telco Auna — will provide content to New York-based StarMedia, which focuses on the U.S. and Latin American markets.

During the next several months, StarMedia.com will incorporate eight of eresMas’ content areas — covering topics such as health, parenting, and music — into its existing Web, wireless and telephone portals.

Meanwhile, StarMedia’s sales team will be responsible for selling the advertising for the sites throughout Latin America and in the United States, and both companies will share resulting revenues.

According to the companies, linking eresMas’ Spanish-language content with StarMedia’s 35 million-strong user base will better serve the burgeoning population of wired U.S. Hispanic/Latino and Spanish-speaking Latin American Internet users — a group that the two firms said they project will grow from 22 million to 62 million during the next four years.

“Due to the rapid growth of the Internet in Latin America and the fact that we have such unique offerings in the Spanish language, we look forward to extending the reach of our vertical portals in the Latin American marketplace where StarMedia has such a strong presence, and to increasing the traffic generated by our offerings,” said eresMas chief exec Antonio Anguita. “The partnership with StarMedia will allow us to reach users and potential advertising customers, ensuring our penetration in this market.”

StarMedia has been on a deal-making binge as of late, signing agreements to bolster its attractiveness to advertisers and, in recent weeks, finding success in the effort, inking several big-name clients like L’Oreal and Groupe Danone.

In late May, the company also agreed to do marketing and advertising work for BellSouth and Primedia , in return for a $36 million combined investment.

As a result, the eresMas deal is expected to give StarMedia more ways to benefit existing advertisers, and to woo new ones.

“eresMas’ superior and innovative content offerings will allow us to bolster our product offerings for our Spanish-speaking Latin American and U.S. Hispanic users and generate additional revenue,” said StarMedia chairman and CEO Fernando Espuelas. “We are proud that eresMas chose StarMedia to be its first pan-regional distribution partner in Latin America and in the U.S., reinforcing our leading position in the marketplace.”

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