TODO Texas, a Spanish-language lifestyle and destination magazine for Mexican nationals, announced that it has a new distribution and promotional partnership with Banamex, a major Mexican financial institution. Through this partnership, TODO Texas is now distributed to 56,000 Banamex credit cardholders who travel and spend frequently in Texas.
With this move, TODO Texas also increases its circulation by 1,000 copies, from 55,000 to 56,000. Upscale households in Mexico City and Monterrey still account for the majority of TODO's distribution, with the publication adding selected households in Guadalajara, Chihuahua and Merida. “Banamex is our primary distribution channel and we also offer and service individual subscriptions. The advantage of the Banamex distribution is our ability to target those affluent frequent Texas travelers which is the audience our advertisers want most.”
The change takes affect with the magazine's September issue. Formerly distributed by targeted newspaper insertion, TODO Texas is now being distributed by the same delivery service that Banamex uses to send its cardholders monthly statements and other information. As part of the agreement, Banamex will have a monthly advertising presence in TODO Texas. The partners plan to implement cardholder promotions that provide TODO readers with special incentives when they make purchases using their Banamex card.
Launched last October, TODO Texas was created to deliver the news, information and advertising that upscale Mexican consumers want, directly to their residences. Each month, the 76-page glossy publication covers the Houston, San Antonio, Austin and Dallas markets, as well as points of interest around the state. Its advertisers have included Louis Vuitton, Cartier, Tiffany & Co., Saks Fifth Avenue, Bailey Banks & Biddle, and M.D. Anderson Cancer.