Sports Illustrated Latino, Heavy in Automotive Advertisers
In April, Sports Illustrated published the first of three test issues of Sports Illustrated Latino planned for 2005 The April issue - a MLB Preview issue - will be followed by an NFL Preview issue in September and a World Cup Soccer/NBA Preview issue in November. The April issue had 56 pages. Typical Sports Illustrated (in English) issues have 64 pages.
SI Latino is not available on newsstands but instead is distributed directly to 500,000 Spanish dominant households that either subscribe to People en Español or subscribe to Comcast/ Time Warner Hispanic programming/sports packages. The one-time, open rate for the magazine is $47,059 (CPM US $94). The controlled circulation will be used for the first three issues to test the market. Between 12% and 13% of Sports Illustrated (in English) are latino.
Also in April, Sensacion Marketing, which also publishes Futbol Mundial, launched Beisbol Mundial. Like Futbol Mundial, this magazine is distributed as an insert via Hispanic newspapers in more than a dozen DMA's across the country with large Hispanic populations. Total circulation is 1,000,000+. Advertisers in the 26-page inaugural issue of Beisbol Mundial included: Chevy Cobalt, Chevy Silverado, ESPN Deportes, HBO Latino, Honda Ridgeline, and Toyota Tundra.
For more information about sports publications targeting Hispanics, read: ESPN Deportes Hits Newsstands in July with a Rate Base of 55,000
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