InternetMercado.com, SoloElla.com Form Partnership
The deal calls for SoloElla to supply content for InternetMercado's weekly e-mail newsletter, LaBolsita.com, while Los Angeles-based InternetMercado will provide shared sponsorships and shared revenue on all income that is derived from SoloElla's site.
LaBolsita.com, an online version of InternetMercado's offline door-to-door distribution program, targets mostly immigrant Hispanic women in U.S. cities with large Hispanic populations.
"[SoloElla] is a well-developed database against a very specific target," said Marcelino Miyares, president at InternetMercado. "And since we're talking about coupon redemption, anything with a female focus is valuable to us."
SoloElla's target audience is Hispanic women, age 18 to 35, with household annual incomes of $40,000.
The online program, which has gathered approximately 100,000 permission-based e-mail addresses mostly by renting lists from Internet services and technology companies, is scheduled to debut April 4.
Miyares said InternetMercado plans to promote the e-mail program through the company's offline, door-to-door program, which distributes little yellow bags filled with clients' marketing materials -- including coupons and product samplers -- on consumers' doorknobs.
In addition, InternetMercado plans to promote LaBolsita through banner ads on targeted Web sites, Miyares said.
SoloElla is the first of four or five content deals InternetMercado is planning to announce in the next couple of weeks, Miyares said.