Vista, a monthly magazine launched in 1985 and now inserted in 32 newspapers nationwide, recently upgraded to satin paper. The upgrade will cost an additional US $25,000 per issue (Vista is published 11 times a year, mostly in English with some Spanish). Vista recently entered the Atlanta market where it is inserted in El Mundo Hispánico (Cox Newspapers, weekly, circ. 55,000, Spanish). According to publisher Gustavo Godoy, Vista is not necessarily looking to expand its current circulation of 1.1 million. “We're more interested in improving the quality of the circulation”, said Godoy. Vista does not pay a fee to carrier newspapers. The publication caters almost exclusively to national advertisers, mostly in the Automotive, Cosmetics, and Insurance categories.
…in an increasingly competitive market.
The Hispanic newspaper insert market is getting more competitive. Major players include Fútbol Mundial (Sensación Marketing, monthly, circ. 1,000,000, Spanish), Major League Baseball en español (Major League Baseball Properties, 3x/year, circ. 1.1 mil., bilingual) and Sobre Ruedas (Megazine Publications, monthly, circ. 640,000, Spanish). Megazine Publications also hopes to launch Acuarelas (for women), Onda Joven (teens) and Horizontes (science and consumer technology), says marketing director Emile Stefanutti. Nueva Salud, a new Spanish-language health care magazine with a circulation of 1.5 million, will be distributed inside leading Spanish-language newspapers in the top 5 Hispanic markets beginning this spring.
Other insert projects currently in progress include Nuevo Hogar, a monthly magazine insert being developed by Miami based entrepreneur Filiberto Fernandez. The home-ownership/improvement mag is designed and written to appeal to Hispanics pursuing the “American dream” of home ownership.
Industry sources estimate the volume of the Spanish-language newspaper insert ad market at between US $8 and $10 million (see “Are Spanish-language newspaper supplements targeting Hispanics effective advertising vehicles?” page 12, Portada® No. 10, July-August 2004).