PLANTATION, Fla., May 17, 2006 (PRIMEZONE) -- MEDirect Latino Inc. (Pink Sheets:MLTO) (www.medirectlatino.org), the first national provider of direct-to-consumer Medicare reimbursed medical products focused exclusively on chronic diseases afflicting the Hispanic community, today announced that management is attending the Television Programming Presentations of Univision, Telemundo and Telefutura Networks and will meet with television executives to negotiate the Network Upfront Presentations, in New York City, May 16th and 17th. Additionally, the Company will attend Anglo providers broadcast program presentations including those from ABC, NBC, CBS and FOX, to consider cross-over initiatives. MEDirect Latino's 2006 media budget is $12.5 million and is a multi-platform campaign which includes television, radio, print, and billboard. MEDirect Latino will increase 2007 media spending 60% in 2007 to $20.0 million.
The Television Programming Network Upfront takes place in May each year where television sales executives and invited advertisers negotiate multi-year advertising contracts. MEDirect Latino is attending the Television Programming Network Upfront to insure its advertising initiatives are met which includes; programming and time placement, frequency and cost. The networks goal is to increase the cost per thousands (CPM) a percentage over prior year, while the advertiser tries to either reduce or maintain the prior years CPM with built in guarantees.
Charles W. Hansen, COO MEDirect Latino stated, "The fact that the Spanish Language TV Networks have gained a seat at the upfront table is an indicator that they are now considered mainstream media and that is a positive for everyone. Increasing competition among Spanish broadcast media is providing additional branding opportunities for MEDirect and stabilizing pricing. The national television media campaign we began last September on Telemundo has been very successful and we plan to continue and add to our network advertising. We have also been presented with some very enticing opportunities from print, cable and radio groups that could redirect some dollars being considered for the television networks. Although the network scatter market gives us flexibility and a national presence, we can't ignore the cost efficiencies and guarantees offered in the Upfront Network deals. Because of our increasing month over month revenues, we are now positioned to take the MEDirect Latino brand to a higher level of awareness among the Spanish dominant and bilingual speaking segment of our target customer."
ABOUT MEDIRECT LATINO:
MEDirect Latino (Pink Sheets:MLTO) (www.medirectlatino.org) is the first national provider of direct-to-consumer Medicare reimbursed medical products focused exclusively on chronic diseases afflicting the Hispanic community. MEDirect Latino is rapidly growing and uniquely positioned to service the Hispanic community in the United States and Puerto Rico. MEDirect is the only company currently positioned to serve the U.S. Hispanic healthcare market as a direct-to-consumer Medicare provider on an authentically national level. The Company's current focus is the distribution of products for the treatment of Type II diabetes specifically due to the disproportionate impact and increasing diagnosis rate of diabetes within the U.S. Hispanic population, noting an incidence of 120% higher than among non-Hispanic whites. Type II diabetes was targeted because of its unique status within the Medicare reimbursement regime and due to its high degree of correlation to other chronic conditions such as high blood pressure and heart disease. These and other conditions represent considerable future market potential, MEDirect will scale its model by leveraging its existing client base and infrastructure in introducing new products and services to existing customers as they are identified.
The MEDirect Latino Inc. logo is available at http://www.primezone.com/newsroom/prs/?pkgid=1873
Safe Harbor Disclosure:
This press release includes "forward-looking statements" within the meaning of the federal securities laws, commonly identified by such terms as "believes," "looking ahead," "anticipates," "estimates" and other terms with similar meaning. Although the Company believes that the assumptions upon which its forward-looking statements are based are reasonable, it can give no assurance that these assumptions will prove to be correct. Important factors that could cause actual results to differ materially from the Company's projections and expectations are disclosed in the Company's filings with the Securities and Exchange Commission. All forward-looking statements in this press release are expressly qualified by such cautionary statements and by reference to the underlying assumptions.