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Electronic Marketplace Launches Hispanic Division

SoftWave Media Exchange, Inc., a leading electronic marketplace for buying, selling and managing radio and television advertising time, today announced (pdf) the introduction of SWMX Hispanic, a new division serving the company’s growing roster of Spanish-language broadcasters and advertisers.

SWMX Hispanic will provide advertiser access to leading media across the U.S., including local broadcast television, cable TV and radio.

SoftWave currently represents Spanish-language radio stations owned by Univision Radio, Entrevision Radio and Spanish Broadcasting Systems, including many located within the top 50 U.S. Hispanic DMAs. By the end of 2007, SWMX Radio expects to reach over 70 percent of the U.S. Hispanic population, including Puerto Rico.

Advertising in Spanish-language media (broadcast and print) was $2.4 billion during the first half of 2006, a 20.5 percent increase from the same period of 2005, according to TNS Media Intelligence. Spanish-language advertising grew more than any other major sector during the first six months of the year, TNS said, and grew at five times the 4.1 percent increase seen for total U.S. ad spending. The 20.5 percent increase in Spanish-language spending even beat the 18.9 percent rise TNS reported for Internet buys.