TodoBebe launches its first editorial product via direct mail

TodoBebe, a producer of multimedia Spanish-language pregnancy and parenting content, will partner with shared-mail advertising company ADVO 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 working with ADVO to fine tune distribution in order to reach households with women between 18-34 years old. TodoBebe Direct 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_online

Portada Staff

Leave a comment

MORE FROM PORTADA



Nobox Chief Creative Officer Marcus Kawamura Drives Brands’ Consumer Engagement With Big Ideas

Nobox Chief Creative Officer Marcus Kawamura Drives Brands’ Consumer Engagement With Big Ideas

Miami-based agency Nobox has tapped Marcus Kawamura as Chief Creative Officer to drive brands’ engagement with consumers by generating big ideas and delivering them on multiple platforms. Rapidly shifting technology requires brands to speak with consumers on multiple platforms, but Kawamura says engaging consumers requires deep brand understanding, big ideas, and the ability to entertain and react quickly to opportunities.