TodoBebe Launches Editorial Product in Shared Mail Program

TodoBebe, a producer of multimedia Spanish-language pregnancy and parenting content, will partner with ADVO, a shared mail advertising company, to distribute its new bilingual publication TodoBebe Direct. The initiative marks TodoBebe's first foray into print media. “Baby media typically means magazines, but we really believed that initially television and radio were important in the Hispanic market,” explains Gilian Sandler, chairman and CEO of TodoBebe. “We studied different options in the Hispanic magazine industry, but concluded that a traditional magazine would miss part of our target audience.” Sandler adds that embedding their editorial product into a shared mailing gives TodoBebe mass-market reach.

TodoBebe Direct, a six-page bilingual publication produced by TodoBebe's in-house content team, will be inserted in ADVO's ShopWise wrap and mailed to 6.7 million households in the top 25 Hispanic DMAs. The 2005 campaign will include seven drops in neighborhoods that are at least 50% Hispanic. TodoBebe is currently working with ADVO to fine tune distribution in order to reach households with women between 18-34 years old. TodoBebe hopes to attract national advertisers, particularly in the retail, financial services and baby products categories. Advertisers will be offered turnkey solutions that will integrate their advertising into family and parenting related topics.


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.