Shile subscriptions tend to dominate the U.S. magazine distribution landscape, they're hardly the rule in most Spanish-speaking countries around the globe.
And they're not necessarily the rule for magazines that target Hispanics in the U.S. either. "The Hispanic market has had a terrible time getting magazines distributed in the U.S.," says Filiberto Fernandez, editor and publisher of Hogar Latino's soon-to-launch shelter title, Casa y Hogar (House & Home). "When you tell them your circulation is 300,000, that's peanuts in the U.S." Instead, several publishers, including Hogar Latino, rely on newspapers as their primary distribution method.
Publishers say newspaper circulation patterns in Hispanic countries prove the magazines have a loyal following: "In several Latin American countries, the day they insert the magazines, the [newspaper] circulation goes up," says Reinaldo Acosta, general manager of Megazines Publications.
In the U.S., newspaper-distributed magazines include Vista: The Magazine for All Hispanics, Futbol Mundial and Megazines' Sobre Ruedas (a car title, literally On Wheels). Futbol Mundial was originally a one-shot title for 2002 World Cup soccer; it's now a monthly with a circulation of 1 million, and is launching an English-language version called Futbol US.
Megazines' auto title Sobre Ruedas, launched in February 2004. With a circulation of 600,000, it is distributed in eight Spanish-language newspapers . Advertisers include Toyota MotorSales USA, General Motors Corp. and Quaker State. Megazines will add a second title later in `05 or `06.
When Casa y Hogar launches-most likely in the second half of 2005-it will have an initial circulation of more than 850,000 in the top 10 U.S. Hispanic markets.