USA/AMI Latino Announces New Hispanic Parenting Title

Rose-Anne Tifre, new publisher of Mira! and Shape en español, announced AMI Latino's plans to launch Fit Pregnancy en español in 2005. She could not disclose the details, but said to expect spring and fall issues of the Hispanic parenting mag next year. American Media acquired Weider Publications, publisher of Fit Pregnancy and other health, fitness and lifestyle publications, in December 2002, including the right to publish Spanish-language versions of these magazines. Fit Pregnancy (bi-monthly, circ. 526,000, 79% subscriptions) launched in 1995, was a spin off of Shape magazine. American Media's distribution strategy, including AMI Latino publications, is heavily weighted toward newsstands sales. It will be interesting to see how Fit Pregnancy en español fits into American Media's overall distribution strategy.

…and a new publisher, RoseAnne Tifre

Rose-Anne Tifre replaces Samí Haiman, who was publisher of Mira! and group ad director for AMI's three Spanish-language magazines – Mira!, Shape en español and Thalía. Tifre will report to Sue Yein Butcher, managing director of AMI's Latino Group. Tifre plans to expand the range of advertisers currently advertising in both magazines. “Shape en español is strong in the beauty and food categories, we want to expand that to include shelter, parenting, and health advertising,” said Tifre. She also plans to leverage the relationships she built as advertising director at Reader's Digest Selecciones. She did not want disclose specific names, but some of the companies she worked with at Reader's Digest include G.E., Pfizer, GSK, Milk, Bristol-Myers Squibb, Coca Cola, Colgate Palmolive, M&M Mars and Clairol Hydrience. Tifre plans to create integrated marketing programs revolving around events such as Hispanic Heritage Month. “We will offer advertisers packaged deals including newsstand display, in-book and event marketing.”