Enedina Vega: “The increasing affluence of the Hispanic sector will impact content moving forward.”
Enedina Vega, VP& Publisher, Meredith Hispanic Ventures, is a veteran in the Hispanic magazine media market. Recently she was one of the two Hispanic media executives in the Folio Magazine 100 list, together with Time Inc's Luis Solis. We talked to Vega about her views on the evolving Hispanic magazine media sector and beyond.
Portada:Your Award was in the "Revenue Category", what needs to be done to really grow revenues in the Hispanic magazine media category?
Enedina Vega, VP& Publisher, Meredith Hispanic Ventures: "Successful publishing companies have evolved from being magazine publishers to content creators and distributors across multiple platforms."
You work in a company that is predominantly in the general market. What would you advise executives in a similar situation to do in order to "convince" their management of the "Hispanic market opportunity"?
E.V.: "Share knowledge, data, research and be inclusive. These days company executives are well aware of demographic trends and the impact on their businesses. We are in a position to help define and map a total market approach."
The continuing integration of media platforms as well as experiential in effectively reaching this consumer are major trends.
If you were to choose your Magazine Media star who would that person be?
E.V.:"I always admired the former editor in chief of Essence Magazine, Susan Taylor. Susan had an intimate knowledge of her reader and was able to advocate for her and deliver a quality product. The brand had a clear value proposition from which everything else flowed."
How do you see the Hispanic magazine media sector evolving, what are the main trends you see in 2015?
E.V."I see a few trends, the continuing integration of media platforms as well as experiential in effectively reaching this consumer. The growth of the bi-lingual sector which is spurring the increase in English media targeted to Latinos, and finally the increasing affluence of the sector will also impact content as we move forward."
Read last week's interview with 2014 Folio 100 list member Luis Solis, Associate Director of Integrated Marketing at Time Inc.