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A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Hispanic market and/or targeting Hispanic consumers right now.

Check out Portada’s Interactive Database of Corporate Marketers and Agency Executives with newly introduced upgraded features (see details at the bottom of this article). 15 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please contact Silvina Poirier at 1-800-397-5322  or e-mail her at silvina@portada-online.com.

For prior Sales Leads editions, click here.

  • Reynolds Consumer Products

SMG (6)Meredith Corporation is partnering with Reynolds Consumer Products, producer of the iconic Reynolds Wrap® Aluminum foil, to create and distribute native custom content to engage millions of consumers across Meredith’s portfolio of brands. Media is being placed by Havas Media. Sources at Meredith tell Portada that there is a print component to the program running in Parents Latina magazine but that no Spanish-language media targeting Hispanics is being used. The two-year Meredith-multiplatform partnership will produce native and editorial custom content, including video, recipe integration, native units of recipe-relevant tips and geo-targeted shopper marketing units. More than 30,000 relevant recipes will advertise Reynolds products across Meredith’s food brands, such as Allrecipes, Better Homes and Gardens and Martha Stewart Living. The integrated campaign is an extension of Reynolds’ popular “Endless Table” Instagram cookbook campaign focused on seasonal entertaining and recipes.

  • Coca Cola & Rio 2016 Olympic Games

descarga (6)As the clock ticks down to the Opening Ceremony of the Rio 2016 Olympic Games, Coca-Cola will celebrate with fans across the world with the multi-brand effort #ThatsGold, rolling out around the world this July. The effort will come to life through global TV and Print Campaign: Coca-Cola will bring #ThatsGold to life through global television commercials (TVCs) and out-of-home campaign, featuring famous gold moments from previous Olympic Games and the faces of some of the most famous athletes from around the world. The images featured in the global creative depict authentic, real gold moments on and off the podium with a Coca-Cola, Coca-Cola Light/Diet, Coca-Cola Zero or a Coca-Cola Life. A series of three video vignettes, produced in partnership with NBC, focus on some of the happiest and most triumphant moments enjoyed by Morgan, Eaton, McFadden, Manzano, Liukin and Adrian, on and off the podium. The vignettes are narrated by the athletes and feature a collection of images and video that share the emotion behind their favorite #ThatsGold moments. A fourth vignette features a selection of Coca-Cola athletes issuing a call to action to viewers, inspiring them to share their own #ThatsGold moments through photos and video across social platforms using the hashtag #ThatsGold. The slate of Coca-Cola athletes will help bring the Company’s #ThatsGold campaign to life and will be featured through: Limited-edition Coca-Cola, Diet Coke and Coca-Cola Zero packaging available nationwide, beginning in mid-July. The campaign will roll out this month in 50 countries. Spending was not disclosed.Ogilvy & Mather Brazil is the lead agency on the Olympic campaign.

  • Walmart

walmart_logo_youtube_400x400Months after losing the retailer’s media business, holding company Publicis Groupe have formed a non-exclusive “strategic relationship” that also gives Walmart access to all of the holding group’s agencies and resources outside of marketing, including capabilities to support corporate reputation and technology that builds relationships with customers.The partnership, which went into effect on July 1, is not exclusive and will initially apply to Walmart’s U.S. advertising (creative) and in-store creative, for which the holding company will serve as AOR.  Publicis Groupe will pull resources from the various agencies in its portfolio to ensure the right talent is working on each Walmart project. The relationship will be led by Arthur Sadoun, CEO of Publicis Communications.Regarding, what agencies will get Walmart’s media buying business, the answer, for now, is written in the sky. “We are not sharing our future media buying partner, also for multicultural,” sources from Walmart told Portada. (Check out today’s feature  article: Walmart’s Marketing Partners: Here’s what we know and what we dont know.)

  • MasterCard

NNNNMasterCard has unveiled a new logo Thursday that simplifies the brand for consumers and merchants. The new design includes red and yellow interlocking circles; the word “mastercard” can be positioned below or to the side, rather than to the top, and capital letters have been omitted to de-emphasize “card”. The company suggested the new logo has been made to emphasize the fact that MasterCard is no longer just a card product as the future will be predominantly digital.The new branding will be rolled out to the company’s digital payment service Masterpass by the end of July. MasterCard spent US$67 million on measured media in the U.S. in 2015.

  • Chespirito

bq88Z0w2_400x400¡Síganme los buenos! (‘Good guys follow me!’) With the aim of carrying forward the legacy of Roberto Gómez Bolaños through new generations of Latinos in United States, El Chavo Store is opening as the first official store for products based on the characters of Chespirito.The store opened a physical retail space in the city of Downey, California.  This is an area with a high percentage of Hispanic residents who share an affection for Chespirito, who was born in México but considered himself from all of Latin America.This major project is also being released at the online store: www.elchavostore.com where the products can be purchased from any part ofthe United States.El Chavo Store is a venture with 100% Mexican investment. This idea was born as an effort to strengthen the status of the legacy of Roberto Gómez Bolaños, bringing it to new generations of the Hispanic community in the United States.  The store offers iconic products of the most popular characters from ChespiritoEl Chapulín Colorado and El Chavo del Ocho.

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Read the Frequently Answered Questions. (click on link “the most commonly asked questions…” and/or contact Research/Databases Sales Manager Silvina Poirier at silvina@portada-online.com.

In a converging world, Allrecipes offers advertisers the best of local and global.

allrecipe argentinAllrecipes is a community-driven network of websites where home cooks can share recipes – and brands can connect with their passion for serving nourishing and delicious home-cooked meals. With Spanish-language sites localized for Mexico, Argentina and Brazil, the recipe hub has found that Hispanic cooks may enjoy content from these countries as well as from the U.S. site.

Over half of U.S. consumers visiting the .mx site are fulltime homemakers, while only 30 percent of Mexicans are. U.S. Latinas visiting the Mexican version are more likely to identify as Mexican-American.

Some background on just how huge this operation is:

allrecipe brazilSixteen-year-old Allrecipes.com is ranked by comScore as the top website in the Lifestyles/Food category. It operates 19 websites across the world, serving 24 countries in 12 languages. According to Omniture, it served more than 117 million visits globally in May 2015, with 8.1 million visits in LATAM. LATAM visits come from audiences in Mexico, Brazil, Argentina and the United States, all consumers using fully localized sites Allrecipes.com.mx, Allrecipes.com.ar, and Allrecipes.com.br.

Patricia Smith allrecipes“It’s a community site based on busy home cooks sharing recipes,” says Patricia Lee Smith, vice president, international for Allrecipes. “We are committed to being authentic in every community we serve.” That translates to in-language content and completely localized interfaces, as well as having the majority of recipes onsite written in that country.

On the other hand, as food tastes and trends spread, the publisher also selects and translates recipes from other regions. For example, Brazilians enjoy a wide variety of cuisines. If the Brazil editor observes that users are searching for, say, pasta carbonara recipes, that editor might confer with the editor of the Italian site to find interesting recipes and then localize them to make sure that consumers in that region will be able to find the necessary ingredients.

That kind of collaboration is easy: All community managers are located at the company headquarters in Seattle. In addition to managing local communities, these managers support the editorial team and work with advertisers. Within Seattle’s highly diverse population, the company has found it easy to hire community managers who came from countries or regions; and, Smith says, they spend time in-country each year to collect recipes and do community outreach.

Meredith’s many media

In 2006, Allrecipes was acquired by Readers Digest Association with an eye to global expansion. In 2012, the property was sold to Meredith Corp. to bulk up its digital footprint and overall audience within the Meredith Women’s Network. At the time of purchase, Meredith said it would then be able to offer advertisers and marketers access to more than 100 million unduplicated American women across all media platforms.

better tvMeredith expanded the Allrecipes media reach by launching a print magazine late in 2013; it now has a rate base of 1.1 million, reflecting 120 percent growth since the launch. The recipes publisher also has branded segments on The Better Show, Meredith Video Studios’ lifestyle program. And, an Allrecipes-licensed line of cooking ware is expected this fall.

Smith says, “Meredith has done a creative and successful job of leveraging our content. The purchase was very strategic for them, and they have really helped us build our presence.”

International expansion

Meredith has helped the network of sites to continue its growth outside of North America. Says Smith, “When we started the international venture, we already had substantial traffic outside of the United States. We came to this expecting to learn something about the populations in every market — and there certainly are nuances –but by and large, it is a busy mom.” In other words, there seem to be more similarities than differences in the user base and in the way they use the site across countries.

For example, around the world, site traffic peaks around 3 p.m. local time, when mothers are trying to figure out what to make for dinner and whether they need to pick up something at the market. Access tents to be via the desktop in the afternoon, when working women are browsing and saving recipes.

Many use a smartphone at the market to shop for ingredients from a saved recipe, while tablet usage peaks at home, when cooks set it on the countertop and start cooking. The typical household is three to five people across all Latin American sites. Not surprisingly, 85 percent of all users prefer cooking at home to going out.

Interestingly, U.S. cooks may visit Allrecipes.com or Allrecipes.com.mx. Over half of the U.S. consumers visiting the .mx site are fulltime homemakers, while only 30 percent of Mexicans are. U.S. Latinas visiting the Mexican version are more likely to identify as Mexican-American.

One thing that varies enormously by country is mobile usage: Over half of the global audience outside the U.S. uses a mobile dev in the store specifically to look at a shopping list. In Brazil, 45 percent do, but in Mexico, that falls to 36 percent. Smith thinks that has to do with data access. “It’s expensive and almost prohibitive in Mexico, so users rely on public WiFi spots,” she says.

One more difference is that among U.S. Hispanics, 57 percent use online coupons or discount codes, while in Mexico, only 20 percent do. Smith attributes that to differences in prevalence of coupons in general in the two markets.

Platform synergies

Coupons and ecommerce are among the ways brands can connect with consumers, although at this point, online food shopping is still relatively rare in most countries. While 50 percent of cooks in the UK have tried it, along with one out of four cooks in France, Poland, Australia, and New Zealand, only 5 to 6 percent in Mexico have bought groceries online.

Smith notes that Allrecipes has been doing native advertising almost since the site launched, because it includes recipes written by major brands in its collections. “We give brands the ability to engage with consumers throughout purchase journey,” she says.

allrecipe clamato popupOne recent example is a campaign for Clamato. It appeared in Spanish on the .mx site, targeted to U.S. Hispanic audiences. There’s a corresponding one in that ran on Meredith’s English-language sites, also targeted to US Hispanic audiences.

Hungry for recipes

Allrecipes doesn’t do outbound marketing, relying on search-engine optimization so that cooks looking for meal ideas will find the sites. “It’s a strategy of really understanding what consumers are search for and making sure the content they want is available and as high-quality as possible,” Smith says.

allrecipes tacosAllrecipes doesn’t attempt to create specific landing pages for searches in different languages. Every site is optimized so that if a consumer in the States is searching in Spanish, Google will be able to deliver Spanish-language results. Smith notes that a plethora of Mexican foods are part of the general market culture, so if someone searches for “guacamole,” for example, it may be impossible to know the searcher’s primary language.

While Smith’s job is to discover international solutions and to scale them, she says, “We have a lot of fun breaking assumptions here on behalf of advertisers. One of the most compelling things we do is embrace the fact that the world is multicultural. The future is that all these communities can connect with each other.”

In a converging world, Allrecipes offers advertisers the best of local and global.

allrecipe argentinAllrecipes is a community-driven network of websites where home cooks can share recipes – and brands can connect with their passion for serving nourishing and delicious home-cooked meals. With Spanish-language sites localized for Mexico, Argentina and Brazil, the recipe hub has found that Hispanic cooks may enjoy content from these countries as well as from the U.S. site.

Over half of U.S. consumers visiting the .mx site are fulltime homemakers, while only 30 percent of Mexicans are. U.S. Latinas visiting the Mexican version are more likely to identify as Mexican-American.

Some background on just how huge this operation is:

allrecipe brazilSixteen-year-old Allrecipes.com is ranked by comScore as the top website in the Lifestyles/Food category. It operates 19 websites across the world, serving 24 countries in 12 languages. According to Omniture, it served more than 117 million visits globally in May 2015, with 8.1 million visits in LATAM. LATAM visits come from audiences in Mexico, Brazil, Argentina and the United States, all consumers using fully localized sites Allrecipes.com.mx, Allrecipes.com.ar, and Allrecipes.com.br.

Patricia Smith allrecipes“It’s a community site based on busy home cooks sharing recipes,” says Patricia Lee Smith, vice president, international for Allrecipes. “We are committed to being authentic in every community we serve.” That translates to in-language content and completely localized interfaces, as well as having the majority of recipes onsite written in that country.

On the other hand, as food tastes and trends spread, the publisher also selects and translates recipes from other regions. For example, Brazilians enjoy a wide variety of cuisines. If the Brazil editor observes that users are searching for, say, pasta carbonara recipes, that editor might confer with the editor of the Italian site to find interesting recipes and then localize them to make sure that consumers in that region will be able to find the necessary ingredients.

That kind of collaboration is easy: All community managers are located at the company headquarters in Seattle. In addition to managing local communities, these managers support the editorial team and work with advertisers. Within Seattle’s highly diverse population, the company has found it easy to hire community managers who came from countries or regions; and, Smith says, they spend time in-country each year to collect recipes and do community outreach.

Meredith’s many media

In 2006, Allrecipes was acquired by Readers Digest Association with an eye to global expansion. In 2012, the property was sold to Meredith Corp. to bulk up its digital footprint and overall audience within the Meredith Women’s Network. At the time of purchase, Meredith said it would then be able to offer advertisers and marketers access to more than 100 million unduplicated American women across all media platforms.

better tvMeredith expanded the Allrecipes media reach by launching a print magazine late in 2013; it now has a rate base of 1.1 million, reflecting 120 percent growth since the launch. The recipes publisher also has branded segments on The Better Show, Meredith Video Studios’ lifestyle program. And, an Allrecipes-licensed line of cooking ware is expected this fall.

Smith says, “Meredith has done a creative and successful job of leveraging our content. The purchase was very strategic for them, and they have really helped us build our presence.”

International expansion

Meredith has helped the network of sites to continue its growth outside of North America. Says Smith, “When we started the international venture, we already had substantial traffic outside of the United States. We came to this expecting to learn something about the populations in every market — and there certainly are nuances –but by and large, it is a busy mom.” In other words, there seem to be more similarities than differences in the user base and in the way they use the site across countries.

For example, around the world, site traffic peaks around 3 p.m. local time, when mothers are trying to figure out what to make for dinner and whether they need to pick up something at the market. Access tents to be via the desktop in the afternoon, when working women are browsing and saving recipes.

Many use a smartphone at the market to shop for ingredients from a saved recipe, while tablet usage peaks at home, when cooks set it on the countertop and start cooking. The typical household is three to five people across all Latin American sites. Not surprisingly, 85 percent of all users prefer cooking at home to going out.

Interestingly, U.S. cooks may visit Allrecipes.com or Allrecipes.com.mx. Over half of the U.S. consumers visiting the .mx site are fulltime homemakers, while only 30 percent of Mexicans are. U.S. Latinas visiting the Mexican version are more likely to identify as Mexican-American.

One thing that varies enormously by country is mobile usage: Over half of the global audience outside the U.S. uses a mobile dev in the store specifically to look at a shopping list. In Brazil, 45 percent do, but in Mexico, that falls to 36 percent. Smith thinks that has to do with data access. “It’s expensive and almost prohibitive in Mexico, so users rely on public WiFi spots,” she says.

One more difference is that among U.S. Hispanics, 57 percent use online coupons or discount codes, while in Mexico, only 20 percent do. Smith attributes that to differences in prevalence of coupons in general in the two markets.

Platform synergies

Coupons and ecommerce are among the ways brands can connect with consumers, although at this point, online food shopping is still relatively rare in most countries. While 50 percent of cooks in the UK have tried it, along with one out of four cooks in France, Poland, Australia, and New Zealand, only 5 to 6 percent in Mexico have bought groceries online.

Smith notes that Allrecipes has been doing native advertising almost since the site launched, because it includes recipes written by major brands in its collections. “We give brands the ability to engage with consumers throughout purchase journey,” she says.

allrecipe clamato popupOne recent example is a campaign for Clamato. It appeared in Spanish on the .mx site, targeted to U.S. Hispanic audiences. There’s a corresponding one in that ran on Meredith’s English-language sites, also targeted to US Hispanic audiences.

Hungry for recipes

Allrecipes doesn’t do outbound marketing, relying on search-engine optimization so that cooks looking for meal ideas will find the sites. “It’s a strategy of really understanding what consumers are search for and making sure the content they want is available and as high-quality as possible,” Smith says.

allrecipes tacosAllrecipes doesn’t attempt to create specific landing pages for searches in different languages. Every site is optimized so that if a consumer in the States is searching in Spanish, Google will be able to deliver Spanish-language results. Smith notes that a plethora of Mexican foods are part of the general market culture, so if someone searches for “guacamole,” for example, it may be impossible to know the searcher’s primary language.

While Smith’s job is to discover international solutions and to scale them, she says, “We have a lot of fun breaking assumptions here on behalf of advertisers. One of the most compelling things we do is embrace the fact that the world is multicultural. The future is that all these communities can connect with each other.”

Join us at PORTADA Mexico!

What: Meredith Corp. will take over Martha Stewart Living Omnimedia Inc. flagships Martha Stewart Living and Martha Stewart Weddings brands business operation thanks to a 10-year licensing agreement.The agreement,beginning Nov. 1,includes all non-editorial functions (ad sales, marketing, circulation, distribution and production.)Editorial and content creation will remain with MSLO.
Why it matters: The deal highlights the strategic direction Martha Stewart Living Omnimedia wants to pursue in order to concentrate on  content and design creation to drive growth in the merchandise vertical.

descargaThrough a 10-year licensing agreement, Meredith Corp. will take over Martha Stewart Living Omnimedia Inc. flagships Martha Stewart Living and Martha Stewart Weddings brands business operation, including all non-editorial functions of the brand—ad sales, marketing, circulation, distribution and production beginning Nov. 1. The arrangement includes the U.S. and Canadian editions.

Terms call for Meredith to assume also responsibility for their related websites (Marthastewart.com and Marthastewartweddings.com) and digital assets including MSL’s digital video library. Martha Stewart Living is published 10 times a year with a rate base of 2 million; Martha Stewart Weddings is issued quarterly. The digital assets average 8 million monthly uniques, according to comScore.

MSL editorial staff will be working on editorial for the magazine but Meredith will probably hire sales and marketing staff from MSLO, including head of advertising Amy Wilkins. The brands will be housed under Christine Guilfoyle, senior vice president, group publisher of Meredith’s Women’s Group. Wilkins held publisher roles at Meredith prior to joining MSLO.

The partnership will allow Martha Stewart Living Omnimedia to concentrate on its design and content, and keeping control of the brand’s equity. MSLO operating income is expected to improve by US $10-$15 million as a result of the deal.However, there will be a restructuring charge of approximately US $2-$3 million due mostly to termination pay.

The announcement somehow makes sense as publishing revenues were down US $8 million in the first half compared to 2013, according to company financials.

Publishing revenues at MSLO were down US $8 million in the first half compared to 2013.

“Fundamentally, we are a content and design creation company with a peerless and globally recognized brand.This transaction enables us to remain focused on our core competencies, permitting our Company’s resources, and management’s attention, to be centered on driving growth in our merchandise vertical over the coming months and years,” says MSLO CEO Dan Dienst.

Distribution of the magazines by Meredith will start with the February 2015 issue of Martha Stewart Living and the winter 2014 issue of Martha Stewart’s Real Weddings.Des Moines-based Meredith owns 14 magazines, including Better Homes and Gardens, Family Circle, Parents, and More, plus 15 TV stations.