One magazine, 3 different covers

In an attempt to reflect the diversity of Hispanic readers, People en español announced that it may produce up to three different monthly covers – one for current subscribers and the others for east and west coast newsstand buyers. Lauren Kuschner, media relations director at People en español, tells Portadatm “that the west coast cover will appeal more to the Mexican market, while the East coast cover will showcase Caribbean celebrities.” People en español's content will be the same for both coasts. The magazine is not trying to get different advertisers for its east and west coast editions.

In June, the six-year-old Spanish-language monthly was relaunched with a new look and content. “Before, the magazine felt like a glossy newspaper. It had good reporting, but it read like a weekly,” Richard Pérez-Feria, People en español's new editor, told Mediaweek. “I wanted to create a monthly feel and introduce People's storytelling style into the magazine because we share the same values – celebrities, human-interest stories, and fashion and beauty.”


Trackback from your site.

Editorial Staff

Portada Staff

MORE FROM PORTADA

Latcom’s CEO Valentín Bueno: “Out-of-Home Advertising is Unique Because It Is Democratic”

Latcom’s CEO Valentín Bueno: “Out-of-Home Advertising is Unique Because It Is Democratic”

We talked to Valentín Bueno, CEO at Latcom, about why out-of-home advertising is growing more than any other advertising media. Out-of-home advertising has always been important, but technological advancement creates more and better opportunities for engaging consumers, which means the industry needs to adapt just as other advertising media. 


Tampico’s Marta Gerdes: “The Key to Marketing is Staying True to the Brand’s Essence While Keeping the Consumer at the Forefront”

Tampico’s Marta Gerdes: “The Key to Marketing is Staying True to the Brand’s Essence While Keeping the Consumer at the Forefront”

Tampico has updated its branding for the first time in about 25 years. A new, refreshed image will help Tampico reach its consecrated consumers, as well as the new generations.


JC Penney, MillerCoors, Wilson, and Oath Share 4 Essential Principles for Effective Shopper Marketing

JC Penney, MillerCoors, Wilson, and Oath Share 4 Essential Principles for Effective Shopper Marketing

The term 'Shopper Marketing' has been around for some time, but there's still not as much attention focused on "shoppers" as there is on "consumers", which could mean a missed growth opportunity. We talked about Shopper Marketing to JC Penney's Ana Lucía Soto, MillerCoors' Turiya Luzadder, Wilson's Ángel Carmona, and Oath's Maya Abinakad and Denise Brien.