Custom Publishing: Publishers Try to Get a Piece of a Growing Market
Hispanic Business Inc., publisher of the English-language Hispanic business magazine Hispanic Business, recently joined the Custom Publishing Council (CPC). Of the CPC's 65 members, Hispanic Business is the only publication that exclusively targets Hispanics. Vaughn Haggerty, magazine division director at Hispanic Business, says that he has been approached by a number of organizations interested in producing custom publications for the Hispanic market. “We have seen a lot of interest from travel, automotive and financial companies, as well as from the non-profit sector,” Haggerty notes, adding that he will be ready to announce the specifics of the deals very soon. Most custom publications are mailed out to readers. “Some corporations have the ability to segment their Hispanic customer base and mail out to that list exclusively,” explains Haggerty.
Hispanic Business targets marketers interested in reaching English-speaking Hispanics. According to Haggerty, the challenge is to convince clients that custom publications can be an excellent complement to their marketing strategies. Miami based Megazines Publications recently produced Viviendo en USA for the TV network Telemundo. The 48 page publication had a circulation of 60,000 and covered issues related to immigration, family, labor, personal finance and education. The guide was also inserted in Hoy newspapers in New York, Los Angeles and Chicago and available at telemundo.com.
En Español Publishing Group, a company owned by Mexican Publishing House Cinemania-Inc., recently opened an office in Los Angeles headed by publishing executive Michaelle Fastlicht, in order to better service the US Hispanic custom publishing market.
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