TodoBebe, a producer of multimedia Spanish-language pregnancy and parenting content, will partner with shared-mail advertising company ADVO to distribute its new bilingual publication TodoBebe Direct. The initiative marks TodoBebe's first foray into print media. “Baby media typically means magazines, but we really believed that initially television and radio were important in the Hispanic market,” explains Gilian Sandler, chairman and CEO of TodoBebe. “We studied different options in the Hispanic magazine industry, but concluded that a traditional magazine would miss part of our target audience.” Sandler adds that embedding their editorial product into a shared mailing gives TodoBebe mass-market reach.
TodoBebe Direct, a six-page bilingual publication produced by TodoBebe's in-house content team, will be inserted in ADVO's ShopWise wrap and mailed to 6.7 million households in the top 25 Hispanic DMAs. The 2005 campaign will include seven drops in neighborhoods that are at least 50% Hispanic. TodoBebe is working with ADVO to fine tune distribution in order to reach households with women between 18-34 years old. TodoBebe Direct hopes to attract national advertisers, particularly in the retail, financial services and baby products categories. Advertisers will be offered turnkey solutions that will integrate their advertising into family and parenting related topics.