Offer Analysis: People en Español Does Direct Mail [2-A]

People en Español recently conducted a Spanish-language direct mail campaign aimed at growing its subscriber base.

The Offer:

People en Español sent out an offer advertising 11 issues of the magazine for $11.00, with one issue free. A $2.99 shipping fee applies.

The Mail Piece:

The Spanish-language mail piece was sent out to New York addresses in a 4.75” x 6.75” envelope. On the front of the piece is a window that reveals the recipient’s full name and the text: “A Special invitation for you from People en Español.” Inside, there is a Spanish-language letter addressing the recipient and explaining the offer. The letter is signed by former publisher Jacqueline Hernandez-Fallous.

Also included is a four-page brochure displaying some past covers and offering a glimpse of what the magazine is all about.

There is also an acceptance card that the recipient can respond to and send back in the included reply envelope.

The Product:

With a rate base of 515,000, People en Espanol is the largest magazine of its kind. It is audited by ABC. The magazine delivers Entertainment news and gossip. The magazine concentrates mainly on Hispanic celebrities and the news stories surrounding them.

Reader Demographics:

People en Español’s readership is largely Female, with 38% male readership, according to a Fall 2007 MRI survey. Forty-five percent of the magazine’s readers own their homes, 57% are married, and 67% have children. Median household income is about $43,000.

Related Article:

Hispanics More Affected by Advertising than General Market (August, ’07)


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