The public interest phenomenon that is celebrity entertainment is not unique to the U.S. general market. It is just as popular if not more so with U.S. Hispanic and Latin audiences.
What is interesting is the disproportionately high level of direct response ads that appear in the pages of such magazines. These ads account for about 35% of all ads in entertainment mag TV Notas (150,000, weekly, Spanish), according to Maya Magazines marketing manager Alexandra Zanic.
“I think a lot of it has to do with the fact that we are a weekly, and are therefore in more constant touch with our readers,” says Zanic. “Direct response advertisers like that kind of engagement.”
The real breadwinner for the magazine is CPG products, says Zanic, noting that food and all types of direct response ads are the fastest growing ad categories.
The magazine has signed on to do a special promotional event in conjunction with Chips Ahoy! and Univision this February called “Irresistiblemente Tuyo” (Irresistably Yours), and is also doing a star-studded Sweepstakes promotion in Q1 of ’09 called “Compras con TV Notas.”
TV Notas currently enjoys a far greater circulation in Mexico (782,000 weekly) than the US, but the US audience is growing rapidly. Zanic notes that “Our newsstand sales are much higher than our subscriptions, unlike most of our competition. For us, subscriptions account for just 10% of our circulation in the U.S.”