Catalina magazine has been hosting events as part of their “Essence of Latinas Tour” for the past three years and plans to continue. The events came about in response to advertisers not having a clear picture of Catalina's readership – professional Latinas 24 and older who are “sophisticated and savvy.” So publisher Cathy Areu decided what better way to help advertisers envision her readers than to fill a room with them. The events, which are held in Los Angeles, Miami, San Diego, Chicago, Washington D.C. and New York (new this year), are basically value ads, extra incentives for advertisers who place ads in the magazine. Advertising packages vary and advertisers, who have included Burger King, Maggi culinary products (owned by Nestle USA), Volvo, Mercedes, and Deloitte & Touche, participate in the events in a variety of ways – some have booths (Maggi), some give out samples, products, or coupons (Maggi, Colgate, Volvo), some speak at the events (Deloitte & Touche). “Essence of Latinas” events have won Catalina new clients. A representative from Maggi attended the L.A. event and soon after the company bought advertising in Catalina and had a booth at the New York event. Areu says, “The events help create loyalty, which is important in the Hispanic marketplace where advertisers come and go so much.” Representatives from Avon and Xerox attended the New York event in June.

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