American Media did not wait long to launch Spanish versions of the Weider titles it acquired last February. David J. Pecker, president and CEO of American Media Inc. (AMI), recently announced the launch of a Spanish version of its women's magazine, Shape (monthly circ. 1.7 million, 76% subscriptions). Shape en español will be launched in October with a circulation of 300,000 and a cover price of US $2.95. Editorial content will be taken from the English version. The magazine will feature original content targeting young Latina women. Women's magazines specifically targeting Spanish-speaking audiences have had mixed success so far (See “The big magazine hit for Latinas is yet to come,” page 10, Portadatm No. 3 May/June 2003).
American Media's distribution method fits well with Hispanic women's purchasing habits. The magazine will use the retail network of supermarkets, mass merchandisers and bodegas that AMI built for its Latino celebrity magazine, Mira (circ. 100,000). Dalia Sanchez, vice president/group publisher for the AMI Latino Magazine Group, will also be publisher of Shape en Español. Ford and Royal Caribbean have made advertising commitments for the first issue.
…and Men's Fitness en Español>
American Media also announced that it re-acquired the license to Men's Fitness en español from Ideas Publishing Group (IPG is owned by Conde Nast). The magazine will launch in the first quarter of 2004. IPG bought the license in 2000 from Weider Publications. Under IPG, Men's Fitness en Español had a total circulation of 207,000, only 10% of which was distributed in the US. The rest was sold in Latin America (35% in Mexico).
“Men´s Fitness en Español will follow the same brand extension philosophy as Shape en Español”, David Pecker, president and CEO of AMI noted. Dalia Sanchez will also be the publisher of Men's Fitness en Español.