La Canasta de Valores Signs Deal with Contexto Latino
ADS Media Group is trying something a little different with its “La Canasta de Valores” co-op delivery program, which reaches about two million Hispanic households with advertising and sampling offers.
Along with the offers contained inside, the branded poly-bag also includes an entertainment guide, entitled La Buena Vida, with articles on sports, movies, food, music and health: “We see La Buena Vida as added value to the poly-bag,” says Mayra Rocafort, vice president of sales and marketing for ADS. “We want to make it a fun thing to receive, in addition to all of the great deals contained inside.”
The La Buena Vida publication will be an oversized product (10 1/2 x 13 1/2), and will be printed in 4-color on a high quality coated stock. In 2007, the publication will be between 16-32 pages.
ADS has negotiated a multi-year agreement with Contexto Latino whereby content for the magazine will be provided by Contexto Latino. La Buena Vida will also offer advertisers advertorial options and allow them to sponsor specific sections of the magazine.
The publication will have separate California and Texas editions. Dub Doyal, CEO of ADS tells Portada, “The magazine will have some very good human interest topics that are not dated such as cooking, finance, sports, entertainment, health, etc. It will have universal appeal to young and old and is bilingual to accommodate language preferences.” Advertisers will have the option of including coupons in the publication itself, or adding them directly into the bag.
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