Hearst Magazines, which will launch a special lifestyle supplement for young Hispanic women called Tu Vida in November, plans to increase the distribution of the insert up to 400,000 issues by the end of 2006. Heavy interest comes from advertisers in the Cosmetics, Personal Care products and Automotive categories.
The company will poly-bag 350,000 copies Tu Vida with select November subscriber issues of Cosmopolitan, Good Housekeeping, Harper's Bazaar, Marie Claire, O, The Oprah Magazine and Redbook.
The 350,000 recipients of Tu Vida were identified by data mining the in-house subscriber files of the respective host magazines. “But we also used a data base from Experian as an overlay”, says Jeffrey W. Hamill, Senior Vice President Advertising Sales & Marketing at Hearst Magazines. The match rate between the targeted Hispanic subscribers and the total number of subscriptions was between 3-4%, Hamill continues.
Hearst plans to publish Tu Vida, which covers fashion, beauty, food, home and celebrities in English and is primarily targeted at young Hispanic women, with only one issue in November this year. “For next year we are planning a spring issue in May and a fall issue again in November,” Jeff Hamill confirms. At the moment, however, Hearst does not have formal plans to launch a traditional magazine in the Hispanic market.
The November issue of the 52-page title carries advertising from Procter & Gamble, L'Oreal, Chevrolet and Allstate. Yet Hearst aims to increase its share of national advertising in a broad variety of ad categories by 2006. “Heavy interest comes from cosmetics, personal care products and automotive, but there is also solid interest from home, food and financial services,” Hamill emphasizes.