The Hispanic insert program Valores de Correo will conduct its second mailing this October. In April, Valores de Correo mailed to 500,000 Hispanic consumers (80% female) with household incomes of over US $40,000 and 100% direct mail buyers. The program had a CPM of US $45. The initial mailing contained 14 inserts, including offers from skin care providers, coffee brands, AOL, book clubs, music clubs, DirecTV, and a magazine subscription offer from Latina.
John Ahern from MKTG Services, Valores de Correo's program manager, told Portada® that he did not have any information regarding response rates.