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