Grupo de Revistas La Nación will supervise editorial content and handle advertising sales for FIRST, the Argentinean monthly lifestyle magazine published by Diners Club International. FIRST is distributed free of charge exclusively to members of Citibank's Visa, MasterCard and Diners Club. Advertising rates (full page CPM US $146, circulation 15,000) reflect the high purchasing power of FIRST's targeted demographic.
…and a new women's magazine launched
LUZ, a new monthly published by Editorial Perfil, was launched in Argentina last December with 35,000 copies (full page CPM US $35), and a newsstand price of 5.90 Argentinean pesos (approx. US $2). LUZ features articles on current trends, movie stars and décor, as well as photo layouts of celebrities wearing clothing by top designers. The 300 page magazine has an editorial approach similar to that of U.S. based In Style magazine (published by Time Inc.). LUZ's top ad categories are clothing, accessories and beauty products. The big question for advertisers and publishers is whether the Argentinean advertising market is ripe for a new women's magazine. Argentina is just beginning to recover from a major recession which began in 1999 and lasted until mid 2003. According to research by Argentinean newspaper La Nación, advertising expenditures in Argentina had an annual increase of 58.7% in 2003.