Casa y Hogar Halts Publication to Search for New Financing

Sole Spanish-Language Shelter Mag Will Continue Online Presence While Restructuring Business Model

By Published on .

Most Popular
A correction has been made in this story. See below for details.

NEW YORK (AdAge.com) -- With shelter magazines hit heavily by the recession, the only Spanish-language title in that category, Casa y Hogar, has suspended publication and is looking for new financing and a new business model.

Casa y Hogar
Casa y Hogar
The last issue of Casa y Hogar, published six times a year, was dated October/November 2008 and featured Geraldo Rivera, his wife and their New York home on the cover. The issue had a limited print run and distribution of only about 300,000 rather than the usual full run of 998,000 copies, and the December/January issue was never printed.

"We're restructuring our business and won't publish the first two issues of 2009," said Filiberto Fernandez, publisher-CEO of Casa y Hogar. "We'll continue the online presence, and when we return, it will probably be as an online presence and a print supplement."

Launched in 2005, Casa y Hogar (Spanish for "House & Home") was heralded as the first glossy shelter magazine aimed at U.S. Hispanics whose dominant language is Spanish. Advertisers included marketers such as Ikea, Home Depot and Armstrong flooring, who were increasing their spending on the Hispanic market and eager to reach Latino home owners. The magazine's 998,000 print run was distributed as an insert to 12 Spanish-language newspapers, most published by Impremedia, the leading Spanish-language newspaper group. Hoy, one of the titles that distributed Casa y Hogar, and one of Impremedia's two New York based Spanish-language newspapers, has stopped publishing the print newspaper and is maintaining only a sketchy web presence.

Need for restructuring
The magazine's site, hogarlatino.com, currently features the Geraldo Rivera story and some other elements, as well as ads from Ikea and State Farm.

The title was a custom publishing client of Publication Services of America (PSA), which extended credit to the magazine, said PSA President-CEO Phil Lewis. PSA has a joint venture with Hearst to publish other magazines.

"PSA is also restructuring and that's one of the biggest reasons we had to restructure," Mr. Fernandez said.

He said Casa y Hogar's distribution model also needed to change, and that a future print title would have a much smaller circulation.

Hard-hit category
"We're discussing whether it should be fully inserted in newspapers or in some newspapers and some newsstand and controlled circulation," he said. "Advertising dollars shift, and print, especially Hispanic print, hasn't really gotten full traction yet."

In the general market, shelter titles have been one of the hardest hit categories for the struggling magazine industry, and even the biggest publishers have been closing titles. Since November 2008 Time Inc. has closed Cottage Living, Hearst Magazines pulled the plug on O at Home and Meredith Corp. shuttered Country Home. Earlier, Hachette Filipacchi Media closed Home magazine in October 2008, following the demise of Martha Stewart's Blueprint and Time Inc.'s InStyle Home.



~ ~ ~
CORRECTION: An earlier version of this story incorrectly stated that Meredith Corp. shuttered Country Living. The company closed down Country Home.
In this article: