Disney, a blue-chip company and a household name, is launching a custom magazine targeting the Hispanic consumer.
Disney en Familia will publish its premier “Back to School” issue July 14. The magazine will be completely Spanish language, offering parenting tips, recipes, party ideas, learning fun, travel tips, and ideas for preserving cultural traditions. Each cover will spotlight a different Latino celebrity parent and his or her everyday life with children. In addition, a Disney section will showcase previews of Disney movies, products and attractions. The magazine's target audience is Hispanic moms who reside in the U.S. and want to preserve their heritage and traditions. Disney en Familia will be published by Disney Publishing Worldwide, and will have an open rate CPM of $75.00.
The magazine will be mailed out to a list of Hispanic consumers who have bought Disney products in the past or patronized any of Disney’s properties. “With its quarterly format, the second issue for 2008 will be a Holiday edition, and will be accompanied by a new website,” says Art Markos, president of Santa Barbara, CA-based Independent Publishers Representatives (IPR), an ad sales representation firm specialized in custom publications that has been selected by Disney to provide outside advertising.
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