KMART LAUNCHES HISPANIC MAGAZINE

Spanish-Language 'La Vida' Features Lifestyle and Entertainment Content

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SAN FRANCISCO (AdAge.com) -- Kmart Corp. extends its pitch to the Hispanic marketplace with a lifestyle and entertainment magazine launching next week.

The magazine, La Vida, is Kmart's most recent move to tap the $452 billion Hispanic consumers spend annually in the U.S. Kmart has been running a TV and radio effort with the tagline "Kmart. Cosas para La Vida" (a translation of the general market tag "Stuff of life") and has begun a Spanish-language circular program.

Distribution areas
La Vida will be distributed in Nogales and Yuma, Ariz.; Chicago; Los Angeles, Palm Springs and San Diego,

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Calif.; El Paso and Laredo, Texas; Miami and New York.

Kmart's Hispanic agency is Interpublic Group of Cos.' GlobalHue, Troy, Mich. Meridian handled Kmart's circulars, including the Hispanic circulars. Alturas Communications, Denver, Detroit and Miami, is handling the magazine. Kmart's general market agency is Omnicom Group's TBWA/Chiat/Day, New York.

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