What: Kena magazine has returned to the Mexican publishing market.
Why it matters: After having experienced a period of great success, the publication entered into a deep crisis and was put up for sale, along with other Editorial Armonia publications. Now, the magazine is coming back thanks to Armas Media Group, which has a 65 years trajectory in Venezuela.
Kena magazine is coming back for a second round in early October After being sold as one of Editorial Armonia publications, owned by Mary Eugenia “Kena” Moreno and sisters, it will now be operated by De Armas Media Group and directed by Juan Andrés de Armas.
Kena’s 2015 special edition “La Navidad”(Christmas) will be released in early October. The issue will have a circulation of 200,000 copies and cost 60 pesos (aprox. US$ 3.5). A few days later, in November, the first regular Kena magazine edition will be put into circulation, with 60,000 copies at a price of 38 pesos each. The magazine is aimed to women between 25 and 45 years, who will receive information about four content areas: celebrities and royalty, fashion, beauty and health, in addition to gastronomy, art and culture.
U.S. Hispanic Foray
In 2006 the Kena brand was also expanded into the United States Hispanic Market, through Miami based Megazines Publications in which Editorial Armonia had a majority stake. Kena was introduced as an insert into Hispanic newspapers in top Hispanic markets and had a circulation of 600,000. The U.S. version of Kena folded in the late aughts.
De Armas Media Group
The magazine management team will be comprised of Juan Andres de Armas, Maria de Jesus de Armas, in editorial management; Martin de Armas, in business management and Irene Vega in operations management. The distribution will be handled by the company Ibermex.
De Armas Media Group has had a presence in the Mexican market before. In the 1970s, it had a strong presence as it owned the publishing house Continental Publications, whose portfolio was sold to Editorial Televisa. The portfolio included the magazine Vanidades. In the 1990s, with Editora Cinco, it introduced highly recognized titles into the Mexican market like Tu Seventeen (You and Seventeen), which were also sold to Editorial Televisa. Juan Andres de Armas, the grandson of the founder of the publishing group Armando de Armas, started three months ago to relaunch Kena, which once was the most popular women’s magazine in the Mexican market.