AOL targets Hispanic consumers in print

As part of a strategy to increase its Hispanic subscriber base, AOL started a print media campaign in May. AOL will place a monthly page in People en español, some inserts in Nuestra Gente (Sears Magazine) and make selected buys in major newspapers in connection with specific promotions. AOL is reaching out to a national audience with emphasis on families and entertainment, Mary Ann Donaghy, executive director of marketing strategy and new product development at AOL tells Portadatm. The campaign was developed by Irvine (CA)-based advertising agency Casanova Pendrill, which is also in charge of the print media buying. The campaign underlines the interest national advertisers have in reaching Spanish-speaking audiences through magazines and newspapers.


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