Muevelo magazine, a Hispanic entertainment/fashion magazine is in the process of a considerable expansion effort. The monthly magazine that began in Atlanta is now available in Miami, Chicago, New York, San Antonio, Dallas, Houston, and Phoenix.
The magazine has conducted extensive market research that reveals some interesting facts. For example one finding was that approximately 40% of people who do not buy entertainment/ fashion magazines currently say they would if the magazine included certain sections. The most desired section cited was travel.
As of March, distribution will have climbed to 100,000. In support of their expansion, Muevelo is also running daily commercials on Univision as part of an advertising trade. Publisher Nikolay Darmanchev explains, “We are running the ads to measure their effectiveness. If they prove successful, we may expand the television ad campaign into other markets as well.”
Muevelo is also launching a direct mail campaign this January. As part of its expansion efforts, the magazine has committed to a BPA audit. The magazine has garnered some interest from national advertisers, including General Motors which will appear on the back cover for the March issue.
Darmanchev says that the magazine, which has a cover price of $2.99, will be approximately 60% subscription and 40% newsstand sales. Anderson will be handling distribution, covering 800 separate distribution points in New York and New Jersey alone. There is also the possibility of distributing through the mega-retailer Walmart.