The AARP announced the expansion of its Hispanic media properties under the new AARP VIVA brand. The new effort is aimed at integrating AARP’s Spanish-language media properties. Until recently the AARP’s most notable Hispanic media property was AARP Segunda Juventud. The magazine is now being rebranded to AARP Viva su Segunda Juventud. A spokesperson at AARP tells Portada that the magazine has a circulation of 500,000 and its distribution is direct mailed to Hispanic members 50+ and also inserted in key Hispanic newspapers.  “For the premiere issue we have Sears Optical and The Hartford (back cover). The Hartford is also already committed for our Summer issue”, she adds.”AARP Media has retained an advertising sales firm that specializes in the Hispanic market to represent AARP VIVA – the firm is Alliance Media. Where appropriate, VIVA is included in multi-platform advertising packages.”

Multimedia Approach

The big news about the AARP’s new foray into Hispanic media and advertising is its multimedia approach which also includes.

AARP Spanish-Language TV
Earlier this year, AARP filmed its first ever Spanish-language talk show pilot before a live audience at the Newseum in Washington, D.C. Titled VIVA su Segunda Juventud, this hour-long magazine show for Hispanic and Latina women over 40 features relevant topics, guests and live acts mature Hispanic women want to watch. AARP plans to announce distribution details later this year.

In May 2010, AARP will debut it’s first-ever, one-hour Spanish-language TV special focusing on healthcare and prevention. Titled, "Condicion Critica, con el Dr. Elmer Huerta" or "Critical Condition with Dr. Elmer Huerta," the show will bring attention to disparities in both health status and healthcare in the Hispanic community.

AARP Viva su Segunda Juventud Radio
Currently, AARP reaches Hispanics on the radio daily via 90-second Spanish-language features on various news topics that air on 115 stations and reach approximately 470,000 listeners daily. Additionally a new weekly half-hour radio talk show, AARP VIVA su Segunda Juventud, will debut nationally May 30, 2010 and focus on culturally-relevant issues pertinent to the 45+ Hispanic including health, finance, and lifestyle topics. This 30-minute show will be distributed initially in various target markets including Los Angeles, San Juan, Miami, Chicago and San Antonio.

AARP Online – in Español
In June 2010, AARP will launch AARP en Español, the online welcoming door for AARP's Hispanic audience. This new site will mirror in design and navigation with a dramatic increase in the total amount of Spanish language content planned for Q3 and Q4. The new Web portal will be a bilingual site, with easy options for clicking between Spanish and English language content. The AARP en Español Web site will be the home for the AARP VIVA landing page that reflects content from the AARP VIVA print property, plus extra features and content from the Spanish-language radio and TV programs.


Related Article:

A look at Hispanic Pharma Advertising

AARP today This new effort is aimed at integrating AARP's Spanish-language media properties so that they reflect the larger AARP strategy that focuses on encouraging members and others 50-plus to live their best lives. AARP VIVA officially debuts via the Spring issue of AARP's quarterly bilingual print magazine, AARP VIVA su Segunda Juventud.


Portada Staff

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