Meredith launches “Parents Latina”: What do media buyers have to say?
What: Meredith Corporation will launch the new English-language magazine Parents Latina with a circulation of 700,000, aimed to serve the growing population of English-speaking U.S. Hispanic millennial mothers. The magazine will be launching in Spring 2015 and complement Meredith's existing Spanish-language brand, Ser Padres (circ. 850,000, 8 times a year).
Why it matters: In a recent Portada article marketers "complained" that content targeting acculturated Latinas is not good enough and too scarce. Time Inc.'s People en español recently announced the launch of a new English-language digital and print offering called "Chica". Now Meredith, another major publisher targeting the Hispanic market is adapting its offerings as well.
Meredith is betting on the millennial Hispanic mom. The magazine publisher is launching a full-fledged quarterly magazine called Parents Latina in spring 2015 with a circulation of 700,000. Parents Latina is headed up by Dana Points, content director for the Meredith Parents Network. She will oversee the magazine’s entire editorial operation. Support staff to help produce the title will be pulled from the existing pool of workers at the Meredith Hispanic Media Group. The new magazine will debut in spring 2015 to complement Meredith's existing Spanish-language brand, Ser Padres.
"We believe Parents Latina will have tremendous appeal to the growing market of second-generation Hispanic moms who crave cultural relevance in their media but prefer to consume it in English," says Carey Witmer, President, Meredith Parents Network.
"Our research shows that nine out of 10 second-generation Hispanic moms find the concept of Parents Latina appealing to them, and reflected their cultural values and heritage," says Dana Points, Content Director, Meredith Parents Network.
Hispanic media no longer equates to Spanish-language only and the landscape will continue to evolve in the coming years with more media companies looking to attract this consumer with in-culture content regardless of language.
How is the launch being perceived by the media buying community?
"The launch of Parents Latina is a reflection of the growing Hispanic bilingual consumer seeking culturally relevant content in either language. Hispanic media no longer equates to Spanish Language only and the landscape will continue to evolve in the coming years with more media companies looking to attract this consumer with in-culture content regardless of language,"Karina Dobarro, Vice President, Managing Director, Multicultural Brand Strategy at Horizon Media, tells Portada.
On the client side, Daniel Villaroel, Director Multiethnic Marketing at Maybelline New York and Garnier, says that "it’s great that we have more ways to reach Latinas, regardless of language. These new publications also recognize they have to go above and beyond to provide qualitative data about their magazine’s success since standard metrics aren’t available."
These new publications also recognize they have to go above and beyond to provide qualitative data about their magazine’s success since standard metrics aren’t available.
Enedina Vega-Amaez, Vice President/Publisher of the Meredith Hispanic Ventures Group, tells Portada that Parents Latina's distribution method will be a combination between controlled circulation and subscription. She adds that the new magazine should lure most advertising categories from packaged goods to OTC, to auto, retail and beauty. Regarding Parents Latina's digital presence Amaez says that "We will be developing a social presence for the brand as part of the Meredith Parents Network."
The Meredith Parents Network is a gathering of five cornerstone brands - American Baby, FamilyFun, Parents, Ser Padres, and now Parents Latina - .The Network reaches Hispanic moms through dynamic media platforms to engage them in ways they can personally relate to - in the moments, places, and languages that are meaningful to them.
At present, Meredith Corporation serves Hispanic women exclusively through the following multimedia brands:
- Siempre Mujer : a Spanish- language women's lifestyle title written for, by and about the modern Hispanic woman living in the U.S. It is published six times a year with a ratebase of 550,000.
- Ser Padres : Published eight times a year with a ratebase of 850,000,this magazine serves Spanish-speaking parents, offering content and information that empower and inspire Latina moms with solutions for their children, home and life.
- Ser Padres Espera : Serves new and first-time expectant Spanish-speaking parents. It is published three times a year with a rate base of 500,000.
- Ser Padres Bebe: Published annually with a ratebase of 600,000, Ser Padres Bebe serves the Hispanic new parents market, and is the chosen source for new moms looking for education and inspiration on raising a healthy and happy baby.
Moreover, many of Meredith's popular brands - including Better Homes and Gardens, Allrecipes, Family Circle, Fitness and Every Day with Rachael Ray - have significant followings from English-dominant Latina consumers.