Latina magazine (Latina Media Ventures, circ. rate base 350,000, bilingual) plans to use co-op mailings in the spring of 2005 in addition to its solo direct mail campaigns (see “Latina simply itemizes subscription benefits,” page 23, Portada® No. 12, November/December 2004). Latina tried the shared mailing approach a few years ago with less than favorable results, according to sources at Latina. The publication has not yet decided what co-op mailing provider and program it will use.
…and Scholastic's Hispanic Division goes on-line.
Scholastic at Home, a children's direct-to-home book club targeting Spanish-speaking mothers, is looking to incorporate the Internet into its direct marketing channel. Scholastic at Home markets Disney books (“Disney's Wonderful World of Reading® Club”) written in English for Hispanics. Although the books are written in English, marketing and advertising material for the direct mail campaign are in Spanish. In 2005, the Danbury, CT based company plans to use the online channel to communicate with existing and potential customers. Scholastic at Home has run telemarketing, solo direct mail and co-op mail campaigns (including Columbia House's Club Musica Latina and Madison Direct's Hispanic program).