To say Jacqueline Hernández is the most successful publisher in Hispanic media would be an understatement. That's because publisher hardly captures the essence of what she does best. "Brand builder" is actually a more suitable title.
|Jacqueline Hernandez, publisher of People en Espanol|
Since joining Time Inc.'s People en Español in 2004, Ms. Hernández has overseen the steady growth of the Spanish-language title, both in rate base and ad pages. But she's also helped transform it into a powerful franchise that offers advertisers an integrated platform that includes print, TV, internet, wireless and, more recently, bilingual content online for younger audiences.
"Jackie is at the forefront of what the publishing industry is going to become," says Arminda Figueroa, founder and CEO of Latin2Latin Marketing and former project director at Scholastic Maya & Miguel. "She understands that her brand -- and content -- have to be accessible to consumers wherever and whenever they want it."
It was with this principle in mind that Ms. Hernández, 41, and her team set out this year to hold the magazine's first upfront presentation, offering current and potential advertisers 13 integrated ideas that have either an event, online or mobile component, as well as, of course, print.
"Marketers plan holistically," says Ms. Hernández, a native New Yorker of Spanish descent. "And we are as much a digital company as we are a magazine company."
One of those opportunities is the annual "Los 50 Más Bellos" ("50 Most Beautiful"). The franchise has grown to include an event as well as an online and a wireless opportunity, plus a TV special on Telemundo and the weekend edition of "Extra," syndicated by Warner Bros. Domestic Television Distribution.
To show how integration works, Ms. Hernández points to a partnership with Verizon Wireless, the exclusive wireless sponsor of this year's "Bellos" party held in May. Verizon offered subscribers the chance to download to their cellphones photos of their favorite celebrities, as well as live coverage of the star-studded event via VCast streaming. It also had a calling zone where party attendees were able to make calls and send text messages using Verizon phones.
Also onboard this year was Hyundai Motor America, which bought a special cover gatefold featuring five "real" people shot around Hyundai vehicles. In addition, a dedicated micro-site invited people to submit their own stories expressing what makes them beautiful.
"Jackie is amazing at internalizing what the client wants and how to make it work with the editorial mission of her magazine," says Alex Alonso, multicultural director at Carat USA, Los Angeles, the media buyer for Hyundai.