There has been some time without news in the Hispanic direct mail sector. A new co-op program “Maria’s Ahorros y Servicios – Maria’s Savings and Services” is changing this.

“We are starting with a quarterly co-op program going to the top 5 markets reaching 500,000 households”, Michael Machado, president of Más Marketing a company that specializes in Hispanic and Multicultural Marketing and also publishes Maria’s Ahorros y Servicios tells Portada.

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The target audience are affluent Hispanic women who are 25 years and older and make more than $25,000 a year.

Eventually Machado, a former Tribune executive, expects the program to be monthly and reach 2.8 million Hispanic households in the top 15 Hispanic markets. Machado targets national advertisers in the CPG, Finance and Big Box Retailer categories. In Machado’s opinion, at a CPM rate of $75  co-op mailings are a very efficient alternative to Solo Mail, Door Hangers and even FSI’s. Machado will print the co-op program in his letter shop CommDirect.

Carmen’s Cupones, a similar program to Maria’s Ahorros y Servicios, ceased operations two years ago. Current providers of direct mail services targeting Hispanics include Valassis and Latin Pak.

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