“We decided to launch Nueva in English, because we feel that the Spanish-dominant Latina population is already very well served and saw this as an opportunity to diversify our offerings,” says Monica Angulo, advertising director at Maya. Maya also publishes Spanish-language TVyNotas 52 times a year. She notes that until now, Latina has been the only magazine serving the acculturated Hispanic woman.
Nueva’s first issue will hit stands nationally in October, and will launch as a bimonthly with 100,000 copies. Although launching nationally, distribution will be concentrated in the top ten Hispanic DMAs. Wal-Mart and Walgreens are slated to advertise in the magazine’s pages, as is iconic Latina performer Beyonce, who will appear on the December/January cover to promote her music and various product lines.
While the magazine will be distributed primarily through newsstands, the Maya hopes to establish a strong subscriber base by next year with the roll-out of a subscriber rewards program. The program will offer discounts to major stores and will be supported by an online destination where subscribers can manage their accounts. “We realize that we need to be creative to establish a foothold in this competitive space,” concludes Angulo.
Editorial Notmusa to Launch Hispanic Men’s Magazine this Fall (2006)