The August edition of ESPN Deportes (co-published by Editorial Televisa and Disney's ESPN) will appear on newsstands this July. Sources at Editorial Televisa would not disclose the names of advertisers, but said that “advertisers from automotive, fashion, beverages, packaged foods, men's packaged goods, spirits and health supplements will appear in the first issue.” The new monthly mag will have an estimated rate base of 55,000. The 96-page publication will have about 30 pages of advertising. ESPN Deportes charges an open rate of US $8.80 (CPM US $160).
The new mag will cost US $2.99 at the newsstand and have an annual subscription price of US $12. For copy sales, Editorial Televisa expects a long term split of 20% (newsstand sales) and 80% (subscription sales). Promotional issues will be distributed at selected events. There will be a combined ad-sales effort by ESPN Deportes magazine and ESPN cable. “A number of existing cable advertisers can be cross sold to the magazine,” says Linda Rodriguez, head of marketing at Editorial Televisa. She also sees possibilities to sell advertising at ESPN events targeting Hispanics as a complement to magazine ad buys. “We are planning a number of promotional events and other activities for our clients,” says Rodriguez.
According to the Publishers' Information Bureau, ad pages in ESPN Magazine (English version) increased by 16.5% during the first quarter of 2005 to US $58.49 million.
Sports lovers
In general, marketers are enthusiastic about the increasing number of publications targeting Latino sports lovers. “We know that Hispanics love sports,” says Anthony Eros, president of the consulting firm Latino Sports Marketing. “Nearly 25% of Hispanics attended a Major League Baseball game last year, 64% watch professional football, and Latino males are 135% more likely to attend professional basketball games.” The brands that are most likely to market to Hispanics through sports are those targeting Latino males, especially between the ages of 12-40. Eros says that whether a brand is targeting Latino sports enthusiasts through broadcast media, sponsorship and event marketing or sports magazine advertising, the message must be culturally relevant. “Marketers have many opportunities to resonate with the Hispanic consumer via sports. Content in advertising, editorial or on the field should always have the consumer in mind,” Eros concludes.