Bank of America to Launch Spanish-language Custom Magazine [2-A]

 

Bank of America is going to publish a Spanish-language custom magazine in 2006, sources at Lopez Negrete, a Houston-based Hispanic advertising agency tell Portada®. Lopez Negrete is Bank of America's Hispanic advertising agency.

The publication will be similar to Vias, a custom publication targeting Hispanics published by Visa that was introduced in 2005. However, the Bank of America magazine will be more focused on banking relationships while Vias has a broader focus.

Vias, a four color Hispanic magazine (16 pages), was published as a one time issue last October. It was a national effort to provide newly-arrived Hispanics basic financial education. Visa is looking to publish a new edition this year, probably in April. Vias was developed as a joint partnership between Lopez Negrete and Washington based Scripps Media (a division of Scripps Howard).


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Marcos Baer @MarcosBaer

Marcos oversees editorial and sales. He is based in Portada's NYC headquarters. Prior to launching Portada in 2003, Marcos worked in both the media and finance sectors. He occupied leading roles at the Spanish edition of The Wall Street Journal, in Spain’s newspaper Cinco Dias and at SwissRe. He is an MBA, and a CFA. Marcos is a print junkie and also loves all things digital media. He also is passionate about everything related to New York City and loves to play tennis.

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