Visa Creates Hispanic Custom Magazine

Visa's Hispanic custom magazine will be launched September 15, 2005, the first day of Hispanic Heritage Month. It will have a circulation of 20,000. It will mostly be distributed in Houston and Los Angeles. Lopez Negrete Communications, Visa's Hispanic agency of record, will produce the magazine. Lopez Negrete Communications and Visa are currently exploring various distribution points including Visa's Member Financial Institutions and merchant stores with high Hispanic concentration.
The publication will have no third party advertising. “Rather Visa will maximize space with culturally relevant reading material and helpful money management tips.”, Rolando Rodriguez, Public Relations Senior Account Executive at Lopez Negrete Communications tells Portada®.
The magazine will feature key budgeting and financial management tips from the award-winning Practical Money Skills for Life program, a free, online personal finance curriculum that helps educators, parents and students practice better money management for life. Almost half of all Hispanics in the U.S. don't have a banking relationship.

Hispanic Custom publishing market
The number of custom publications targeting Spanish-speaking audiences has been increasing. There is a lot of interest from travel, automotive, financial companies as well as from the non-profit sector. Big box retailers such as Home Depot are also interested in reaching Hispanics through custom publications. Since Hispanic consumers receive very little direct mail, a Spanish-only or bilingual magazine is a great opportunity to make a connection with customers or prospects.

Publishing houses are increasingly looking into this niche. Toy maker Fisher-Price, a subsidiary of Mattel Inc., was the sole sponsor of the new Spanish-language publication Jugando a Crecer (“Playing to Grow”). Jugando a Crecer was distributed last fall to almost 1 million parents of newborns and infants. The custom magazine was designed and written by Meredith's American Baby Group by a team headed by Erica Martinez. Jugando a Crecer had a total circulation of 960,000 distributed through a variety of programs. 375,000 copies were bound into the magazine Espera (biannual, circ. 757,945) and distributed to pregnant Hispanic women in Ob-Gyn offices from October 2004 through March 2005.

Miami based Megazines Publications recently produced Viviendo en USA for the TV network Telemundo.

En Español Publishing Group, a company owned by Mexican Publishing House Cinemania-Inc., recently opened an office in Los Angeles headed by publishing executive Michaelle Fastlicht, in order to better service the US Hispanic custom publishing market. En Español Publishing Group's editorial headquarters are based in Mexico City.