News Column

Meredith Rebrands Hispanic Media Group

August 8, 2013

Staff Reports --

hispanic family

Meredith Corp. has rebranded its Hispanic enterprise unit as Meredith Hispanic Media (MHM) to reflect the company's Hispanic offerings across its media channels, the firm announced Wednesday. Meredith's publications include Siempre Mujer and Ser Padres magazines.

Previously, the group was called Meredith Hispanic Ventures.

"After seven years we have evolved our Hispanic brands across a broad range of multichannel media and are uniquely positioned to reach Hispanic women and moms via print, digital, mobile, custom content and database marketing," Enedina Vega-Amaez, vice president and publisher, Meredith Hispanic Media, said in a statement.

As part of the newly expanded offerings, MHM is releasing highlights from two new trend reports in the food and baby marketplaces.

"We believe this data will be invaluable to marketers seeking to engage with the rapidly growing and influential Hispanic consumer audience," said Vega-Amaez. Marketers spend nearly $8 billion to reach the Hispanic marketplace, nearly three times the amount they spent just five years ago, according to a company release.

Food Trends Report

MHM's January 2013 Food Trends Report examined Hispanic families' brand preferences, grocery shopping habits, meal preparation and dining preferences. Its Entre Nosotras (Between Us) database found, for example:

• More than half of Latinas would pay more a brand-name product than for a store brand in categories such as pasta, cake mixes, soups and salad dressings.
• Latinas are moving beyond traditional choices, choosing alternative products such as organic, almond and soy milk, Greek yogurts and breakfast bars.
• Latinas tend to prepare meals daily; three out of four prepare breakfast and more than half prepare lunch and dinner.
• Nearly one-third of Hispanic families eat out at least once a week.

Baby Gift Registry

Latinas are redefining the mom market, according to MHM's Baby Gift Registry report, at over 10 million strong and accounting for one-quarter of all U.S. births.

Among the key findings:

• Nearly 60 percent of expecting Latinas indicated they plan to use a baby gift registry, and 37 percent of mothers with children under 2 years used one.
• 55 percent of Latina moms register or plan to register in the third trimester, 22 percent in the second trimester and 18 percent after the birth.
• More than half of Hispanic mothers estimate the value of their baby gift registry at more than $1,000.
• More than half of Hispanic mothers listed five retailers as their go-to choice for managing their online registry.

Source: (c) 2013. All rights reserved.

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