Direct marketing underutilized


Direct marketing has not been widely used as a sales tool for Hispanic magazines and books. Mosaico, the Spanish book club owned by Bertelsmann and Time Warner, puts 80% of its advertising budget into direct mail, and expects to finish this year with 120,000 members. What about selling books to Spanish-language magazine subscribers? Rodale ran one of the few successful direct mail campaigns targeting Hispanics by using subscriber lists from its Hispanic magazines – e.g. Men's Health en español – to market books published by its Spanish language imprint. Other publishing houses could follow suit. For instance, Time Warner Books could cross-sell its Spanish-language books to People en español subscribers.