Merca2.0

What Merca2.0 does

Merca2.0 is a Mexico City-based B2B media company operating one of the leading marketing, advertising, and media trade publications in Latin America, published by Grupo de Comunicación Katedra S.A. de C.V. The outlet serves marketing directors, brand managers, advertising executives, digital marketing practitioners, and communications professionals across Mexico and the broader Latin American region, and positions itself as the largest community of marketers in Latin America. Coverage spans industry news, advertising campaigns, market research, digital marketing trends, and major international creative awards including Cannes Lions, with the CEO Álvaro Rattinger functioning as a visible thought leader who presents the company's annual Marketing Trends Study.

The product portfolio is multi-platform: a WordPress-based website at merca20.com serving as the primary digital hub, a monthly print magazine (Revista Merca2.0) with themed editions such as the June 2026 "Digital Marketing Leaders" issue, a podcast series covering topics including AI in marketing and brand strategy, a daily email newsletter ("Hoy en Mercadotecnia"), an English-language edition of the site, and the annual Congreso Merca2.0 industry congress. The technology stack is conventional for a digital publisher — WordPress CMS, podcast production tooling, email marketing systems, and Stripe payment processing for subscription transactions — and the company also operates a specialized job board (trabajo.merca20.com) for marketing and advertising recruitment.

Merca2.0's revenue model combines five streams: digital subscriptions ($350 MXN/year, ~$17 USD), print subscriptions ($599 MXN/year, ~$30 USD), display advertising and promotional content on merca20.com and email newsletters, job board listings, and event/conference revenue from the annual congress. The GTM motion is sales-led and content-driven, using the website, social media channels (Facebook, Twitter/X, YouTube, Instagram), the podcast, and the newsletter to attract marketing professionals across Latin America and convert them into paying subscribers for exclusive research, whitepapers, and case studies. Headcount is reported at 501–1,000 employees; no external funding rounds, revenue figures, or ownership changes are disclosed in the available data.

Name

Merca2.0

Legal name

Grupo de Comunicación Katedra S.A. de C.V.

Website

https://merca20.com

Company type

Private

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Merca2.0 is a Mexico City B2B media outlet covering marketing, advertising, and media across Latin America. Operated by Grupo de Comunicación Katedra S.A. de C.V., it publishes a website, monthly print magazine, podcast, newsletter, and annual congress targeting marketing professionals.

Ownership category

akta.pro rank

Product category

B2B Marketing Media & Publishing

akta.pro primary industry

Sports & Recreation Magazines (MPAJAEAJ)

Keywords

• Marketing media
• Advertising news
• B2B publishing
• Trade magazine
• Marketing research

Headquarters

HQ city

Mexico City

HQ country

Mexico

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2B

Offering type

Digital Commerce or Content

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Digital Subscription: Annual digital subscription providing unlimited web access, exclusive infographics, case studies, whitepapers, and digital archive of printed magazine issues.
2. Print Subscription: Annual print subscription including 12 monthly magazine issues, special editions, unlimited web access, and priority access to Merca2.0 research studies.
3. Advertising Revenue: Display advertising and promotional content on the merca20.com platform and email newsletters targeting marketing professionals.
4. Job Board: Specialized job board for marketing and advertising professionals at trabajo.merca20.com.
5. Events and Congress: Congreso Merca2.0 events featuring promotions and ticket sales for industry conferences.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Merca2.0 is a B2B media company providing marketing, advertising, and media industry information to professionals across Latin America through a multi-platform portfolio. Its offerings include a website (merca20.com), monthly print magazine, digital and print subscriptions, podcasts, daily email newsletter, specialized job board, and an annual industry congress (Congreso Merca2.0). Revenue is generated through subscription fees, advertising, job board postings, and event ticketing.

Product overview

Merca2.0 is a Latin American marketing media company operating a multi-platform portfolio consisting of the merca20.com digital website (providing unlimited access to marketing news, industry research, case studies, and exclusive content), the monthly Revista Merca2.0 print magazine with themed editions (such as the 'Digital Marketing Leaders' June 2026 issue), two subscription tiers (Digital M2.0 at $350 MXN/year and Print M2.0 at $599 MXN/year), the Podcast Merca2.0 audio program, the daily 'Hoy en Mercadotecnia' email newsletter, and the annual Congreso Merca2.0 industry event. The company is published by Grupo de Comunicación Katedra S.A. de C.V. and positions itself as the largest community of marketers in Latin America.

Differentiator

Problem solved

Functional benefit

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Four partnerships are on record, tiered minor and core.

• InformaBTLminorOthersRelated publication site under the Merca2.0 network, covering BTL (below-the-line) marketing topics
• SaludiariominorOthersRelated publication site under the Merca2.0 network, focused on healthcare marketing and communication
• FactornueveminorOthersRelated publication site under the Merca2.0 network covering business and entrepreneurship topics
• StripecoreTechnology or IntegrationPayment processing partner for secure subscription transactions on merca20.com; processes credit and debit card payments for digital and print subscriptions

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• MediaPost: Daily B2B media publication covering interactive media, marketing, and advertising with newsletters, events, and awards — comparable digital-first trade media model to Merca2.0.
• AdAge (Advertising Age): Long-standing B2B trade publication covering advertising, marketing, and media, with subscriptions, events, and proprietary research — directly comparable to Merca2.0 in product mix and target audience, serving the U.S./global market rather than LATAM.
• Marketing Week: U.K.-based B2B publication for marketing professionals offering subscription content, awards, events, and research — closest equivalent to Merca2.0 for European marketers with similar subscription and events monetization.
• Campaign Magazine: Global advertising industry trade publication covering creative, media, agencies, and Cannes Lions — same editorial focus as Merca2.0 and similar blend of digital content, newsletters, events, and awards coverage.
• The Drum: Global marketing media brand producing daily news, long-form features, events (The Drum Awards, conferences), and proprietary research — directly mirrors Merca2.0's multi-platform B2B marketing media model.
• WARC: Global marketing intelligence service combining editorial content, case studies, and benchmark research — closest analog to Merca2.0's research- and case-study-heavy content offering.
• eMarketer (Insider Intelligence): Subscription-driven research and analysis firm covering digital marketing, advertising, and ecommerce — comparable to Merca2.0's proprietary annual Marketing Trends Study and premium research monetization.
• Adweek: Leading U.S. marketing, advertising, and media trade publication with print magazine, digital subscription, events (e.g., Adweek Elevate), and awards — directly overlaps Merca2.0's revenue streams of print + digital subscriptions, conferences, and proprietary research.
• Contagious: Creative and marketing intelligence platform with subscription content, events, and proprietary research — similar niche of marketing thought leadership plus paid insights and conferences.
• Adlatina: Latin American advertising trade publication covering agencies, brands, and creative work — directly competes with Merca2.0 for the same Spanish-language LATAM marketing professional audience.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/merca20
• YouTubeyoutube.com/channel/UCOPuiVvEo11Ep4Z_VSj7JwQ
• Facebookfacebook.com/RevistaMerca2.0
• Instagraminstagram.com/merca2.0/?hl=en
• LinkedInlinkedin.com/company/merca2-0

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Merca2.0