Meredith rebrands Hispanic unit to MHM

Meredith Corporation,  publisher of Siempre Mujer and Ser Padres magazines, announced today that it has  rebranded its Hispanic business unit as Meredith Hispanic Media (MHM), reflecting the company's diverse Hispanic offerings across multiple media channels. Previously, the group was called Meredith Hispanic Ventures.

The name changes reflects the new reality of multiple touch points.

"After seven years we have evolved our Hispanic brands across a broad range of multi-channel media and are uniquely positioned to reach Hispanic women and moms via print, digital, mobile, custom content and database marketing," says Enedina Vega-Amaez, VP/Publisher, Meredith Hispanic Media.

According to the press release, as a content delivery and insight resource for and about Hispanic women, Meredith Hispanic Media uses digital, social, experiential, and media touch points and powerful proprietary and syndicated research capabilities to provide a perspective about the U.S Latina, intimately connecting marketers to this highly coveted demographic.

As part of the newly expanded offerings, Meredith Hispanic Media is releasing highlights from two new trend reports in the food and baby marketplaces. "We are committed to providing brand marketers with insights into the evolving Hispanic consumer," says Vega-Amaez.

Food Trends Report II

As a follow up to its January 2013 Food Trends Report release, Meredith Hispanic Media sought to provide further insight and understanding of Latina families' brand preferences, grocery shopping habits, meal preparation and dining out.  Utilizing their "Entre Nosotras (Between Us) database, Meredith Hispanic Media found for example:

  • Brand names matter to Latinas.  Name brand packaged goods were preferred over store brand across all categories surveyed. In fact, more than half (55%) of Latina's on average would pay more a branded name product than for a private label store brand in categories such as pasta, cake mixes, soups, salad dressings, etc.
  • Latinas are moving beyond traditional choices, choosing alternative products such as organic, almond and soy milk, Greek yogurts and breakfast bars.
  • In and out of the home, family meal time remains important. Latinas tend to prepare meals daily; three out of four prepare breakfast and over half are doing the same for lunch and dinner.
  • Nearly one-third of Latina families eat out at least once per week with the family.

Baby Gift Registry

Latina women are redefining the mom market. At over 10 million strong and accounting for one-quarter of all U.S. births, they are poised to drive the Baby Gift Registry market. Meredith Hispanic Media tapped into two sources to learn about baby registry plans/habits of Hispanic women (its partner Vida y Salud's email newsletter list Embarazo y Bebes and its own Entre Nosotras opt-in database).

Among some of the key findings:

  • Baby gift registries are gaining in favor.  Nearly 60% of expecting Latina Moms indicated they plan to use one; 37% of new Moms (with children under 2 years) used a gift registry.
  • 55% of Latina moms register or plan to register in the third trimester, 22% in the second trimester and 18% after the birth of their baby.
  • Latina Moms are registering across a variety of retail outlets from traditional baby stores to department stores – over half estimate the value of their Baby Gift Registry at $1,000+
  • Tech savvy, Latina moms are comfortable making their selections and managing their registries online. Over 50% of moms listed 5 retailers as their go-to choice for managing their online registry.

Get ready for #Portada16 on Sept. 14 and 15 in New York City! The Hispanic Sports Marketing Forum on September 14, and the 10th Annual Hispanic Advertising and Media Conference on September 15 will provide you with the best content and unparalleled networking opportunities to succeed in Multicultural America.


Editorial Staff (@portada_online)

Portada is the leading source of news and analysis on the Latin Marketing and Media space. Credibility is our biggest asset: The Portada team is very passionate about producing high-quality independent content that helps drive forward the Latin Marketing and Media space.
El equipo editorial de Portada se apasiona por elaborar contenidos de alta calidad. La credibilidad es nuestro mayor activo. La misión de Portada es ayudar a profesionales de negocios y medios a comprender y alcanzar a consumidores latinoamericanos, del mercado hispano de EE UU y España.

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