SWMX launches Hispanic Division.

SoftWave Media Exchange, Inc. announced 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, Entravision 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% of the U.S. Hispanic population, including Puerto Rico.

“Spanish-language advertising is the industry’s fastest-growing segment and SWMX Hispanic™ enables advertisers and broadcasters to plan and book radio and television campaigns targeting Spanish-speaking people with greater speed, precision, control and ROI than ever before,” said Paul Noonan, Senior Vice President of Sales at SWMX. “SWMX Hispanic™ is also able to facilitate long-range flighted campaigns in addition to last-minute remnant buys – no other electronic marketplace can do that.”

SWMX Hispanic™ will be led by Senior Account Manager Richard (Rick) Hernandez.