Ser Padres, (Meredith , circ. 700,000, 8x a year, Spanish-language) a magazine of parenting information for U.S. Hispanics, has expanded its relationship with Ser Padres Contributor and Health Expert Dr. Aliza Lifshitz, M.D. (la Doctora Aliza), and her recently-launched web site VidaySalud.com.
VidaySalud.com is a joint project of Aliza Lifshitz and Carl Kravetz president of Cultural Asset Management and owner of Los Angeles based Hispanic advertising agency cruz/kravetz. :IDEAS
The partnership includes both content sharing aspects and a common advertising sales effort. Carl Kravetz, tells Portada that Meredith will sell advertising into Vida y Salud properties. Right now these properties are online but may include a Vida y Salud Annual Print Edition (possibly in Yearbook format in the future.
Ser Padres and Dr. Aliza have launched two co-branded channels on VidaySalud.com. The site's "Ninos" (Kids) channel — http://www.vidaysalud.com/category/daily/ninos/ — will now include content from the magazine focused on helping Hispanic parents raise healthy and happy kids. The site's Pregnancy Channel "Embarazo" — http://www.vidaysalud.com/category/daily/embarazo/ — will feature content from Ser Padres' offshoot for expectant mothers, Ser Padres Espera.
In addition, Dr. Aliza will inform, educate and answer questions in the Ser Padres special section named "Hola, Doctora Aliza" (Hi, Dr. Aliza) and readers will have the opportunity to communicate and send her their pressing health and pregnancy questions at email@example.com.
“We tested the site for two weeks in May, prior to the launch in early June.
During the test, with no promotion, we had over 17,000 page views from 7,500 unique users. We also had 540 newsletter subscribers. We will now begin active promotion through Dra. Aliza’s existing programs, columns, etc. (Univision TV and Radio, People en Español, Ser Padres, impreMedia, AOL Latino, etc.).”, Carl Kravetz tells Portada.
"We know that up to 97% of Spanish-dominant Hispanics say they worry about their overall health but there have been obstacles – including language, education, misinformation and distrust — to receiving quality health care for years," commented Alberto Oliva, editor of Ser Padres. "Growing our relationship with Dr. Lifshitz on the web will help Hispanic patients, because it combines two names that have been trusted and tested sources for health information in an easily-accessible way."
Ser Padres publisher Enedina Vega said: "Now, Hispanic parents can find
us in print and online — in partnership with one of the most influential
and recognized doctors in our market. This is an example of true brand
synergies for the greater consumer good."
Meredith melds it Hispanic Magazines and Websites (A Q&A with Ruth Gaviria, CEO of Meredith Hispanic Ventures)