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'ESPN Deportes La Revista' Debuts Newsstand Issue
July 26, 2005
By Cara Marcano
The first issue of Editorial Televisa's ESPN Deportes La Revista hits newsstands this week, with a cover featuring NBA's Emanuel Ginobili, a.k.a. Manu, an Argentine forward for the San Antonio Spurs.
A popular player and spokesman for Gatorade in Argentina, Ginobili is well known in the San Antonio area, where he is a spokesman for Time Warner Cable (Marketers Embrace Manu, MyM July/August).
Though he is just starting to land on the radar of U.S. companies nationwide, Manu will be featured at the top of a list of the magazine's cover story: "Latino Power: 101 Most Influential Latinos in Sports," according to the company. The cover story will rank the top 101 Latino athletes, coaches, owners and executives.
This past season, Ginobili led the San Antonio Spurs to their second NBA championship in three years. He also led the Argentine National Team to a gold medal in the 2004 Summer Olympics, after defeating the heavily favored USA Dream Team in the semifinals. "Ginobili is widely regarded as a hero in his native Argentina, as well as throughout Latin America and to Latinos in the U.S.," said Juan Antonio Sempere, editor of ESPN Deportes La Revista, in a statement.
The monthly Spanish-language magazine version of ESPN The Magazine will be distributed in top U.S. Hispanic markets, including Los Angeles, New York, Miami, Chicago, Dallas, Houston and San Antonio, with an initial circulation of 55,000, according to Dinorah DeCardenas, the brand manager for ESPN Deportes La Revista. She also works for Editorial Televisa.
ESPN Deportes distributed a test issue in May to coincide with the television upfronts in New York City, which featured the Mets' Pedro Martinez. ESPN and Editorial Televisa also have coordinated print advertisements running in Televisa's other Spanish-language publications to cross-promote the magazine. Spots have run on ESPN Deportes television shows and an online banner ad on the ESPNdeportes.com encourages Web surfers to sign up for subscriptions. ESPN has also run local radio spots to "target the newsstand sales and national spots targeting subscription sales," DeCardenas says. Television spots will begin running on Univision Aug. 1.
Editorial Televisa has applied for an ABC audit, which will begin as soon as the publication is eligible, DeCardenas says. Additional markets include cities in Massachusetts, Arizona, Colorado, Nevada and Puerto Rico, according to Editorial Televisa.
Advertisers for the first issue include BMW, Dodge, Gatorade, Elini Watches, Wal-Mart, Visa and Dewar's 12.
The magazine is part of a branded, Spanish-language effort by Televisa and Walt Disney Co.'s ESPN Enterprises to target Spanish-speaking sports fans in the U.S. Other ESPN Deportes-branded initiatives include ESPN Deportes Television, ESPN Deportes Radio, ESPN Deportes.com, and ESPN Deportes Wireless, a streaming content program available to subscribers on mobile devices. The magazine's target demographic is Hispanic males ages 18 to 34. Though the initial circulation of 55,000 will be audited, Editorial Televisa plans to print 100,000 total to allow for some newsstand returns, DeCardenas says. The additional number of magazines will not be part of the ABC audit.
Some copies of the magazine, whose first issue will be 100 pages, will also be given away as part of promotions run by ESPN Enterprises parent company, The Walt Disney Corp., which is celebrating its 50th anniversary this year, says DeCardenas.
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