InformaBTL

What InformaBTL does

InformaBTL is a Mexican B2B trade media publication operated under Grupo de Comunicación Kátedra, S.A. de C.V., focused on Below-The-Line (BTL) marketing, retail, and promotions coverage in Mexico and Latin America. The publication serves marketing directors, brand managers, retail executives, and BTL/experiential agencies through editorial coverage spanning brand activations, experiential marketing, guerrilla and street marketing, OOH, sports marketing, retail media, e-commerce, trade marketing, digital marketing, CRM, email, and mobile marketing. Its recurring editorial franchises include the BTL Agency Rankings, Event Agency Rankings, and annual special editions such as Titanes de Altura, Mujeres de Altura, Líderes de Altura, Conscious Brands, Marcas Mexicanas, and Superagencies.

The underlying platform is a WordPress CMS-based digital publishing site with subscription management, content delivery, and email marketing capabilities, hosting an archive of more than 3,600 articles with content available in Spanish and a dedicated English-language section. Distribution is multi-channel: the website serves as the primary hub, supported by active profiles on LinkedIn, Instagram, Facebook, Twitter/X, TikTok, and YouTube, plus an email newsletter funnel and a physical monthly magazine. Operationally the company employs 51-100 staff across editorial, design, circulation, systems, and advertising/sponsorship functions, with leadership anchored by Andrzej Rattinger (President) and Álvaro Rattinger (Director General) at the parent group level, and Raúl Oliva (Director) and Alberto Sánchez (Director Editorial) leading InformaBTL day-to-day.

The revenue model is a hybrid of subscription and advertising/sponsorship. Customer acquisition tiers are publicly listed at 199 MXN/year for digital-only access and 380 MXN/year for the Print+Digital bundle (12 monthly magazines, the BTL Book, 13 special editions, and a 10% discount on educational programs). Advertising and sponsorships — including special editions, rankings, and recognition programs — constitute the second revenue stream, with single-copy print magazine sales additionally distributed through Amazon within Mexico. The target buyer profile is largely SMB/individual subscribers (marketing professionals, retail practitioners) with enterprise-oriented sponsorships from agencies and brands seeking visibility in the BTL/retail marketing community.

Name

InformaBTL

Legal name

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

Website

https://informabtl.com

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

51–100 employees

Short description

InformaBTL is a Mexican B2B trade media publication covering Below-The-Line marketing, retail, and promotions for marketing professionals, retailers, and agencies across Mexico and Latin America, offering digital and print subscriptions, agency rankings, and annual industry recognition programs under Grupo de Comunicación Kátedra.

Ownership category

akta.pro rank

Product category

Trade Marketing Media

NAICS

Periodical Publishers (513120)

SIC

Periodicals: Publishing Or Publishing & Printing (2721)

akta.pro primary industry

Business, Finance & Industry Trade Magazines (MPAJAEAM)

Keywords

• Below-the-line marketing
• Retail media coverage
• Promotional marketing media
• Experiential marketing publication
• Trade marketing news

Headquarters

HQ city

San Pedro De Montes De Oca

HQ country

Costa Rica

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 Subscriptions: Annual digital subscription providing access to infografías, estudios exclusivos, casos de estrategias, entrevistas a CEOs, más de 3,600 artículos, and the digital magazine format. Priced at $199 MXN/year.
2. Print + Digital Subscriptions: Comprehensive subscription including 12 months of the print magazine InformaBTL, BTL Book, +13 guías y ediciones especiales al año, and 10% discount on Diplomados, Seminarios, Congresos, Masterclass and more. Priced at $380 MXN.
3. Advertising & Sponsorships: The platform features advertising opportunities and sponsorships for brands wanting to reach the marketing and retail professional audience. Contact email provided for advertising inquiries ([email protected]).

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels9 records

Core offering

InformaBTL is a Spanish-language B2B media publication dedicated to Below-the-Line (BTL) marketing, retail, and promotions in Mexico and Latin America. It sells annual subscriptions (digital at $199 MXN and print+digital at $380 MXN) that unlock access to more than 3,600 articles, infographics, exclusive studies, campaign case studies, CEO interviews, monthly magazines, and special editions. Revenue is supplemented by advertising, sponsorships, and paid special editions such as Titanes de Altura, Mujeres de Altura, Conscious Brands, Marcas Mexicanas, and annual agency rankings.

Product overview

InformaBTL is a Mexican marketing publication platform offering a combination of subscription-based content access and industry recognition programs. The core offering consists of two subscription tiers (Digital at $199 MXN/year and Print+Digital at $380 MXN) that provide access to the monthly magazine, over 3,600 articles, exclusive studies, and case studies. The publication also produces multiple annual special editions including Titanes de Altura (leadership awards), Mujeres de Altura (female leadership), Conscious Brands (sustainability), and Marcas Mexicanas (Mexican brands). Industry rankings of BTL agencies and event agencies are published annually. The company is part of Grupo de Comunicación Kätedra and serves the Latin American marketing community.

Differentiator

Problem solved

Functional benefit

Products and services

• Suscripción Impreso + Digital InformaBTL Premium subscription tier priced at $380 MXN/year providing 12 months of the physical InformaBTL magazine, the BTL Book, 13 special guides and editions annually, and a 10% discount on diploma programs, seminars, congresses, and masterclasses.
• Revista InformaBTL Monthly magazine covering Below-the-Line marketing, retail, and promotions news in Mexico and Latin America, featuring industry rankings, executive interviews, campaign case studies, and recurring special editions.
• Titanes de Altura Annual special edition recognizing top marketing and retail industry leaders in Mexico, profiling executives from major brands and agencies as part of the publication's leadership coverage franchise.
• Mujeres de Altura Annual special edition celebrating female leadership in the Mexican marketing and BTL industry, featuring profiles of women in executive positions across brands and agencies.
• Conscious Brands Annual special edition recognizing companies that demonstrate sustainability leadership across environmental, social, and governance criteria in the Mexican market.
• Marcas Mexicanas Annual special edition celebrating Mexican brands, honoring companies that represent Mexican identity and quality across products and services.
• Ranking de Agencias BTL Annual industry ranking of Below-the-Line (BTL) marketing agencies operating in Mexico, providing benchmarking data and visibility for the agency sector.
• Ranking de Agencias de Eventos Annual industry ranking of event management agencies in Mexico, part of the publication's benchmarking content for the experiential and event-marketing sector.

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Grupo de Comunicación KätedracoreStrategic or Co-development PartnerInformaBTL is part of Grupo de Comunicación Kätedra, a Mexican communication group that also owns Merca2.0 (marketing content network), Saludiario (healthcare content), and Escuela de Mercadotecnia (marketing education platform). The group provides editorial synergies and cross-promotional opportunities across its media properties.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Emerging players

• Marketing4eCommerce: Spanish-language digital publication focused on marketing, e-commerce, and advertising technology. Comparable as a digital-first marketing trade media serving the Hispanic market with overlapping retail and digital marketing coverage.
• Eventovip: Latin American trade publication focused on the events, experiential, and BTL marketing industries. Closely comparable to InformaBTL's event-agency rankings and experiential marketing coverage, though narrower in geographic reach.

Broad incumbents

• PRovoke Media (formerly The Holmes Report): Global PR and communications trade publication covering agencies, campaigns, and rankings. Comparable as a trade publication serving adjacent marketing services verticals with a rankings and editorial recognition model similar to InformaBTL's Titanes/Superagencies franchises.
• Forbes Mexico: Mexico edition of a global business publication covering business, marketing, and consumer industries. Comparable in that it monetizes marketing and business audiences via subscriptions and advertising, though at a much broader scope and scale.
• Ad Age: Global advertising and marketing trade publication covering agencies, brands, and media. Comparable as the international gold-standard BTL-adjacent trade press, though serving a primarily US/global audience with English-language content.
• Expansión: Leading Mexican business magazine (CNN Expansión) covering business, marketing, and consumer trends. Comparable as a Mexican subscription-based B2B publication competing for the same marketing executive audience, though with broader business coverage.

Direct peers

• Puro Marketing: Chile-based Spanish-language marketing and advertising publication serving Latin America with news, trends, and analysis. Directly comparable as a regional trade publication with overlapping coverage of marketing strategy and campaigns.
• Merca2.0: Sister publication also owned by Grupo de Comunicación Kátedra, covering marketing, advertising, and retail trends in Mexico. Most directly comparable as it shares the parent group, audience, and Spanish-language B2B marketing trade publishing model.
• El Publicista: Spanish trade magazine focused on advertising, marketing, and communication industry. Comparable editorial niche (advertising trade press) and shared Spanish-language audience, though Spain-centric rather than Mexico-centric.
• Adlatina: Long-running Latin American advertising and marketing trade publication covering agencies, campaigns, and industry news across the region. Closest direct competitor in the Spanish-language LATAM advertising trade press category.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/informabtl
• YouTubeyoutube.com/InformaBTL
• Facebookfacebook.com/InformaBTL
• LinkedInlinkedin.com/company/informabtl
• Instagraminstagram.com/informabtl
• TikToktiktok.com/@informabtl

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

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 InformaBTL