The circulation worries don't help. "There's been a higher scrutiny of audit numbers by the industry," says Tom Oliver, executive director of the NAHP Foundation. "There's also been some criticism of auditing processes. Some audit companies have criticized other audit companies, and we've seen some people re-examining their ad strategy."
Highlights of Hispanic Print Deals: 2005
Publication: ¡Siempre Mujer!
Type: Bi-monthly lifestyle magazine for Hispanic women
Date: Launch announced in January 2005
Investor/Seller/Buyer: Publisher: Meredith
Circulation: Initial Rate Base: 350,000
The Deal Meredith announced in January the planned launch of a new lifestyle and shelter magazine for Hispanic women titled ¡Siempre Mujer! The Spanish-language publication premiered in September.
The growth of the Hispanic market – and specifically Hispanic homeowners – influenced this major mainstream publishing company, publisher of Ladies' Home Journal, to focus on lifestyle and shelter for the new title.
In addition to the resources of its 75-million-name database and newsstand distribution network, Meredith extended its marketing alliance with Home Interiors & Gifts Inc., a company that develops and markets a line of home decor products via in-home direct-sales parties under the Better Homes and Gardens brand name. This alliance utilizes the 30,000-member Hispanic segment of the Home Interiors sales force to sell ¡Siempre Mujer! subscriptions directly to Hispanic women. As the premiere direct-selling company of home-related products, Home Interiors reaches approximately one million Hispanic households.
Publication: Trucker News en Español
Date: Launched in January
Investor/Seller/Buyer: Publisher: Randall Publishing
The Deal The only publication exclusively targeting Hispanic truck drivers. This Spanish-language publication will provide information for U.S.-based professional truck drivers who prefer to read in Spanish. It will feature articles translated from Randall Publishing's Truckers News magazine, with original content for the Hispanic market to be added in later issues.
Publication: Prevention en Español
Type: Launched in February
Investor/Seller/Buyer: Publisher: Editorial Televisa
The Deal Spanish language spin-off of Prevention, a popular health and wellness title.
Publication: Beisbol Mundial
Type: Bi-monthly baseball magazine
Type: Launched in April
Investor/Seller/Buyer: Publisher: Sensacion Marketing
Circulation: Estimated 1,000,000-plus
The Deal Sensacion Marketing – which also publishes Futbol Mundial – launched its second sports magazine in April. In Spanish, Beisbol Mundial "aims to satisfy the growing interest of baseball fans in the U.S. in the Latino perspective on the sport," according to the publisher. The premier April/May issue of Beisbol Mundial focused on "Opening day Around the World" and the dominance of Latino players in baseball. Like Futbol Mundial, this magazine is distributed as an insert via Hispanic newspapers in more than a dozen DMAs across the country with large Hispanic populations.
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