While custom publishing is an important revenue driver (total market volume approximately US $750 million) for large U.S. publishing houses like Time Warner and Conde Nast, it is still a small niche in the Hispanic media sector. Luna Ventures, based in Miami, was recently created to address this niche. Carlos Modia, who left Ideas Publishing Group (Conde Nast) in July, and Enrique Pérez, a former executive at Editorial Televisa, are the company's main executives and only partners. Several marketers for Fortune 500 companies, including General Mills, have told Portadatm that they are considering customized publications as a way to deliver their message to Hispanics.
…already producing some powerful magazines.
Procter & Gamble's Avanzando con tu familia (free bilingual magazine, 4.5 million copies), Sear's Nuestra Gente magazine (distributed free of charge, four times a year, 865,000 copies) and Kmart's La Vida magazine, (free monthly, 1 million copies) are three of the highest circulating Spanish-language magazines in the U.S. Other Spanish-language custom publications include Kraft's Comida y Familia (free distribution, 4 times a year, 60 page booklet), Target's La Familia (1 million copies) and Aboard Magazines, published for Latin American airlines by HCP/Aboard In-flight, the custom publishing company of The Miami Herald.