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People en Español (shown above and on home page) was buoyed during the first half of the year by the success of its best-selling cover franchise of the 50 Mas Bellos (50 Most Beautiful) issue in June.
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Hispanic Titles Grow as Newsstand Sales Slow
August 18, 2008
By Della de Lafuente
NEW YORK Time Inc.'s People en Español and Meredith's Siempre Mujer top the list of Hispanic consumer magazines reporting strong gains in newsstand sales for the first half of 2007, according to the Audit Bureau of Circulation’s Fas-Fax.
The celebrity monthly and the women’s lifestyle magazine are among five Hispanic titles reporting positive overall circulation numbers at a time when both magazine newsstand and subscription numbers are in decline among general market consumer titles.
People en Español grew 7.6 percent in overall newsstand and subscription sales, surpassing its guaranteed circulation of 515,000 by 46,777. Single copy sales climbed nearly 20 percent during the first half of the year while subscriptions increased 4.4 percent during the period, per ABC.
"There's no way around it, our editorial team keeps knocking the product out of the ballpark," said José Pérez, vp of consumer marketing. "Just when you thought the world was safe from another Myrka Dellanos story, we're connecting with readers."
Exclusive cover stories, including a revealing interview with journalist Dellanos about her famous ex Luis Miguel and a her diabetes diagnosis, as well as a Mother's Day story in May featuring actress and cancer survivor Adamari Lopez and her mom, are some of the editorial offerings that have been driving readers to the newsstand, Pérez said.
The magazine also has been boosted by a stable of longtime and new advertisers who have stayed with the title and kept the book size steady month to month, he added.
The title also was buoyed during the first half of the year by the success of its best-selling cover franchise of the 50 Más Bellos (50 Most Beautiful) issue in June, (shown above and on home page), which sold 152,000 copies in five weeks. The issue is the magazine’s largest since 2001 when single copy sales of the issue with Shakira was on the cover sold 157,000 copes on the newsstand for 8 weeks, Pérez said.
"I look at the [circ] winners from ABC for the first half of the year and I notice something consistent about all of them: they speak to their consumers and they know their consumers inside and out," Pérez said.
Meredith's Siempre Mujer (Always a Woman) boosted its overall circulation by 10 percent in the first half of 2008, exceeding its guaranteed circ of 400,000 by 18,937. Single copy newsstand sales of the lifestyle title aimed at Latinas who are Spanish-dominant soared 81.1 percent to 29,333 and subscriptions grew nearly 7 percent to 389,604, per the Fas-Fax.
MarketingyMedios.com reported on June 16 that Siempre Mujerplans to increase its rate base to 450,000 in 2009 and up the magazine's frequency to eight from six times a year by 2010. The magazine will split the October/November issue in 2009 and the April/May issue in the following year.
The expansion comes as the title has experienced steady growth since its launch in 2005 with a rate base of 350,000, increasing its total paid and verified circ nearly 13 percent in 2007 to 394,110, per ABC.
Other Latino-targeted titles reporting overall circulation gains for the first half of 2008 include: Latina Media Ventures' Latina, up nearly 8 percent; and Televisa Publishing's U.S. edition of TV y Novelas, up 2.3 percent and Vanidades, up 2.4 percent.
Both Latina and TV y Novelas experienced sharp declines in newsstand sales of 35 percent and 11 percent, respectively, while Vanidades increased a modest 3.1 percent, per ABC.
Posting modest declines in overall circ for the first six months of the year were: Televisa's Cosmopolitan en Español, down nearly 5 percent; Mira!, down nearly 6 percent; and category mainstay Reader's Digest's Selecciones, down 1.2 percent.
Newsstand sales were largely to blame for the falling circ with Cosmo en Español down 7 percent; Mira!, falling 20.2 percent and Selecciones declining 16.2 percent.
Selecciones today (Aug. 18) rolls out a redesign beginning with the September issue that offers a more streamlined, updated look of the Spanish-language title.
Separately, ESPN Deportes La Revista reported a total circ of 37,468 for the period prior to ABC membership, per the Fas-Fax.
Data for Televisa's Hispanic Enterprise, which is being merged with sister title Poder, and Hispanic Magazine was withheld from the Fas-Fax, pending publisher materials, per ABC.
ImpreMedia's Vista Magazine did not submit its publisher's statement to ABC by press time, per the Fas-Fax.
All circ numbers reported in publisher's statements for the period are preliminary and subject to audit.
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