Trademarks Multiple Potential Spanish-Language Titles

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NEW YORK ( -- Two Meredith Corp. executives at last week's American Advertising Federation conference said the publisher of Better Homes & Gardens and Ladies'
Meredith Corp., publisher of titles including 'Better Homes & Gardens,' will launch a Hispanic title next year.
Homes Journal
would launch a major new Hispanic brand in 2005.

Ruth Gaviria, Meredith's director of Hispanic ventures, broke the news during a morning panel, "Advertising to the Hispanic Market." Afterward, Meredith Publishing Group's president, Jack Griffin, said the Hispanic brand would have a magazine element but that it would keep with a preferred strategy to launch brands on multiple platforms.

Trademarked names
Neither Ms. Gaviria nor Mr. Griffin would name the brand being developed, nor would they offer any specifics over what terrain it would cover. Since early May, Meredith has applied for trademarks on a number of potential Hispanic magazine titles, among them "Toda Mujer" ("Every Woman"); "A Toda Mujer" ("For Every Woman"); "Hogar Latino" ("Latino Home"); "Hogar Mejor" ("Better Home"); "Mejor Casa" ("Better House"); and "Maria Helena."

The related descriptions in the trademark applications say the trademarks are for bilingual Spanish and English magazines covering "home and family life, relationships, and general interest subject matter."

Meredith's flagship title, Better Homes & Gardens, does not currently publish a Spanish-language edition.

Project confirmed
In an e-mail, a Meredith spokesman confirmed a Hispanic project was in development and that a magazine "would be a natural part of this initiative," but that there were no concrete details yet concerning its title or projected debut.

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Kate MacArthur contributed to this report.


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