 |
| | | | | REPRINTS
|
 |
|
The first Selecciones launched in the United States in 1971.
|
 |
|
'Selecciones' Hits 35-Year Milestone With New Franchise Issue
Other Hispanic Titles Gear Up for Hispanic Heritage Month
August 10, 2006
By Nancy Ayala
Updated 08/11/06
Thirty-five years ago, Reader's Digest Association launched Selecciones in the United States, and the Spanish-language title is celebrating its anniversary with its first annual franchise issue and event, "Generation Latino: Hispanic Teens Who Are Changing the World," in October.
"It's important to stand for something, and it's important to give back to families and kids,"says Elizabeth Bradley, publisher of Selecciones. The magazine will honor seven Hispanic teens for their "talents, accomplishments and unsurpassed contributions to their communities" in the forthcoming issue, which will dovetail with Hispanic Heritage Month (Sept. 15-Oct. 15).
McDonald's has signed on as the title sponsor, as well as awardings scholarships to the youngsters. But other companies — Choice Hotels, Hormel, Mary Kay, the Susan G. Komen Breast Cancer Foundation, Procter & Gamble and Anheuser-Busch Corporate — have committed to the franchise issue, as well as grass-roots initiatives that will take place in October. La Opinión newspaper also will sponsor a Los Angeles event with Selecciones Oct. 28.
Total circulation for Selecciones now tops 375,000, an 87 percent increase since 2000, largely by subscription and newsstand sales. The magazine reaches more than 3 million U.S. Hispanic readers, according to a company press release.
The commemorative issue also will feature two vintage covers, from 1940 (the first Selecciones, which launched in Cuba) and 1971 (the first U.S. edition). Bradley says Kellogg's and Bridgestone/Firestone have advertised with Selecciones for 35 years. It's not known whether they will advertise for the anniversary issue.
Latina magazine also is gearing up for its 10th anniversary celebration, with a three-day tour in five cities during Hispanic Heritage Month, including New York, Chicago, Los Angeles, Houston and Miami. MTV Tr3s will co-sponsor the tour, providing live entertainment across the country with headliner JD Natasha. DaimlerChrysler, Kodak, L'Oreal Paris and Gibson Guitars, among others.
Also turning 10 is People en Español, which will throw an all-day party in New York's Central Park, titled Fiesta 2006, on Oct. 7. The magazine estimates a crowd of 10,000 who will be able to sample products, hear live music and visit sponsor booths. So far, ABC, Disney, Cingular, Garnier and Maybelline New York have signed on.
In-house ads in all the Hispanic magazines will announce the events.
|
| | | | | REPRINTS
Copyright 2007 Marketing y Medios |
|
 |
|
|
|
|
|
QuickLinks:
1-click access to topics in this article.
|
|
|
|
|
|
ADVERTISEMENT
|
|
|
