What: Time Inc’s All You is publishing a 12-page custom magazine, called Celebraciones, which will focus on the holidays and will be bound into the December issue of AllYou Nestlé USA is the sponsor of the program — integrated across print, digital, mobile and social platforms.
Why it matters: An increasing number of major publishers are reaching out to Hispanic women in English by inserting publications in part of its general market run and adding select retail disribution. Hearst (Cosmopolitan for Latinas and in 2014 Woman’s Day Latinas), Conde Nast (Glam Belleza), and, now Time Inc’s All You reflect this trend.
Time Inc’s All You is publishing a 12-page custom magazine, named Celebraciones, which will focus on the holidays and will be bound into the December issue of AllYou, hitting newsstands on November 15th. Nestlé USA is the sponsor of the program — integrated across print, digital, mobile and social platforms — to support its El Mejor Nido (“The Best Nest”) communications platform: (http://www.elmejornido.com). The company will run coupons for La Lechera®, Stouffer’s®, Juicy Juice® and other brands in the custom magazine. A companion website www.allyou.com/celebraciones will be live on Friday, November 15th, the day the magazine hits newsstands. The content will be on the site permanently and will be heavily promoted throughout the holidays.
Celebraciones will have a targeted circulation of 380,000 — a mix of Hispanic subscribers and newsstand buyers in key Hispanic markets. “We targeted consumers based on self-selected Hispanic consumers and other relevant variables such as geographic area,” an All You spokesperson tells Portada. “The magazine will be sold in newsstand copies at Walmart stores in Arizona, Nevada and California and sent to select subscribers,” she adds. The fact that All You is sold primarily at Walmart was a strong part of Nestle’s decision to sponsor Celebraciones, according to Vanessa Rivera, manager for multicultural marketing communications at Nestle USA. Another major publisher, Hearst, also announced recently that it plans to publish four issues of Woman’s Day for Latinas starting in 2014, distributing 445,000 copies to certain Woman’s Day subscribers and at select Walmart newsstands.
The magazine will be sold in newsstand copies at Walmart stores in Arizona, Nevada and California and sent to select subscribers.
Time Inc’s All You’s regular magazine has a monthly circulation 1.5 million and the allyou.com website has 1.7 million monthly unique visitors.
We drew upon the diversity of our editorial team to create the content. Latinas are well represented on our staff. In addition, because All You has always been a pioneer in user-generated content, we reached out to Latina bloggers and our Reality Checker communities to help us ensure that we incorporated all of the critical cultural cues, All You Deputy Editor George Kimmerling , tells Portada. “In addition to tapping into its loyal blogger following, All You consulted Latina women who are part of its 50,000-strong Reality Checkers network, highly engaged readers with whom the brand communicates regularly.”