Direct marketing underutilized

 

Direct marketing has not been widely used as a sales tool for Hispanic magazines and books. Mosaico, the Spanish book club owned by Bertelsmann and Time Warner, puts 80% of its advertising budget into direct mail, and expects to finish this year with 120,000 members. What about selling books to Spanish-language magazine subscribers? Rodale ran one of the few successful direct mail campaigns targeting Hispanics by using subscriber lists from its Hispanic magazines – e.g. Men's Health en español – to market books published by its Spanish language imprint. Other publishing houses could follow suit. For instance, Time Warner Books could cross-sell its Spanish-language books to People en español subscribers.


Trackback from your site.

Editorial Staff

Portada Staff

MORE FROM PORTADA

Hispanic Mobile Network AdsMovil Provides Advertisers with Viable Alternative to Duopoly

Hispanic Mobile Network AdsMovil Provides Advertisers with Viable Alternative to Duopoly

Could Adsmovil be the long-awaited viable alternative to the Facebook/Google duopoly?


Meredith Corporation Buys Time Inc. for US$2.8 billion

Meredith Corporation Buys Time Inc. for US$2.8 billion

Meredith Corporation has entered into a binding agreement to acquire all outstanding shares of Time Inc. for US$18.50 per share in an all-cash transaction valued at us$2.8 billion.Meredith adds leading media brands to already strong portfolio of National and Local Media Properties, creating media powerhouse with US$4.8 Billion in Revenues, Including US$2.7 billion of advertising revenues.


ANA’s New Alliance Helps Step Up Game in Multicultural Marketing

ANA’s New Alliance Helps Step Up Game in Multicultural Marketing

We caught up with industry pioneer Rochelle Newman-Carrasco of Walton Isaacson at the ANA Multicultural Conference and asked her a few questions about the growing momentum of The Alliance of Multicultural Marketing (AIMM).