Magazines: AARP targets Latinos

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While magazines are folding in the general market, new efforts are targeting neglected U.S. Hispanic consumers.

AARP is trying to raise its profile with a Spanish-language version of its Modern Maturity magazine called Segunda Juventud, or Second Youth. And Time Inc.'s People en Espanol, the largest-circulation Spanish-language magazine in the U.S., will publish a bilingual special issue in August targeting Hispanic women who prefer to read in English.

The AARP publication is a 16-page quarterly that looks more like a newsletter than a magazine. The debut issue in January, distributed in a soft launch in Miami, had two small ads from insurance companies and several house ads promoting membership in AARP for $12.50 a year, which includes a Segunda Juventud subscription. Launch events are planned for New York and Los Angeles this month.

different cultures, same concerns

Nancy Franklin, AARP's director-membership development and value management, said Segunda Juventud's initial print run of 200,000 will double this year and frequency will increase to every other month. A Spanish-language Web site will be added in the second quarter.

Older Hispanics share the same concerns as non-Hispanic AARP members-health, financial security, retirement and physical fitness-but only about half of bilingual Hispanics and virtually none of those who are Spanish-dominant are aware of AARP, Ms. Franklin said. Just 500,000 of the 21.6 million households that are AARP members are Hispanic. "Our goal is to double that in the next four years," she said.

To boost awareness of AARP and its Spanish-language initiatives, the group's first TV campaign is running on Spanish-language networks with the tagline, "The second youth is better than the first." In spots by HeadQuarters Advertising, San Francisco, older people are shown enjoying life as a woman reads a lyrical poem about how she would approach her life differently.

People en Espanol already sells 400,000 copies a month to bilingual or Spanish-dominant Hispanics. The bilingual special issue, called "Makeover: Body and Soul" to appeal to the magazine's biggest ad category, beauty products, targets all Latin women. Lisa Quiroz, publisher of People en Espanol, said the issue will be similar to the special editions Time Inc. sibling InStyle devotes to topics like weddings, makeovers and the home.

"One of the real challenges for advertisers has been how to reach the entire range of the Hispanic market," Ms. Quiroz said. "There is a pretty big group of Hispanic women on the Time Inc. database who we know read English-language magazines [like InStyle, Real Simple, Parenting, Time]."

More than two million of the database's 62 million names are Hispanic, she said. In addition to People en Espanol's regular subscribers, the "Makeover" issue will go to a random sample of 100,000 Latina women from the database.

The ad rate for the bilingual issue, which Ms. Quiroz said she hopes will grow to four special editions a year, will be $43,750 a page, $5,000 higher than the Spanish-language edition. She is aiming for 50 ad pages. L'Oreal is already signed up.

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