“We’re really marketing Disney en Familia particularly to Moms,” Gilbert Davila, VP Multicultural for Walt Disney tells Portada. He adds that all of the households that the magazine is mailed to have a child 12 years or under present.
Asked how Disney is publicizing its new Disney en Familia custom publication, Gilbert Davila, VP Multicultural for Walt Disney tells Portada, “We’re really not publicizing it that much, because we don’t feel like we have to. After all, it’s not a newsstand product, but instead is direct-mailed to the Disney database of Latino families. These are families who have interacted in one way or another with one of our companies, including our theme parks,” says Davila.
The company’s first issue of DEF was mailed out in July to approximately 350,000 families. The upcoming Holiday issue will be mailed out in mid-November.
At present, the magazine’s Web site is under development. “Disneyenfamilia.com transfers to a ‘Splash-page’ with a welcoming letter, some content, the opportunity to request a magazine, and a sweepstakes with a trip to Disneyland. It is only an initial step, and we are building the site out as we speak,” says Davila.
Some of the magazine’s content is “trans-created,” as Davila puts it, from Disney’s general market parenting magazines Wondertime and Family fun, while some of the other content is written expressly for Disney en Familia. “There’s a lot of health and wellness-oriented content, arts and crafts projects, recipes, and articles celebrating cultural heritage,” says Davila.
“It really does fill a void by delivering a very high-quality parenting magazine that provides a very ‘safe’ advertising environment in which advertisers can participate,” says Davila. “And the advertiser response so far has really been great.”
Current charter advertisers include companies like Kmart, Sears, WalMart, McDonald’s and All State, among others.
New General Manager at Disney Publishing Worldwide
Disney Publishing Worldwide recently named Aparna Pande as General Manager of U.S. Consumer Magazines. Pande is based in the magazine’s headquarters in White Plains, NY. In her new role, Pande has general management responsibility for FamilyFun, Wondertime, and Disney en Familia magazines and oversees editorial, consumer marketing, production, advertising sales, and marketing efforts for the U.S. Consumer Magazine division. Pande, 33, joined Disney Publishing Worldwide from Meredith Publishing where she most recently served as General Manager, Parenthood Group.
Headquartered in White Plains, NY and Milan, Italy, Disney Publishing Worldwide publishes books and magazines in 85 languages in 75 countries, reaching more than 100 million readers each month.
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