BellSouth Starts Ads Aimed at Hispanics

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BellSouth Corp. announced a new advertising campaign yesterday designed to promote the continued use of The Real Yellow Pages among the growing Hispanic residential and business communities in the Southeast.


Atlanta-based BellSouth's Advertising & Publishing Corp. publishes 66 million copies of the print Yellow Pages in 500 editions throughout the nine-state BellSouth region.


The campaign features a graphic of a taxi. The theme: Users of The Real Yellow Pages have a vehicle that "takes you anywhere, anytime." The campaign, which begins later this month in parts of Florida and Georgia, consists of broadcast, print and direct mail.


"The Hispanic/Latino community had an estimated buying power of more than $686 billion in 2004," said Ken Ray, vice president of marketing for BellSouth Advertising and Publishing.


The ad campaign, developed by Machado Garcia-Serra/Miami, will focus the broadcast media on south Florida and areas of central coastal Florida. Radio and direct mail efforts will target south and central Florida and the Atlanta market.


"Our south Florida, central Florida and Atlanta markets are just a sampling of markets with bilingual directories," Ray said. "Additionally, we created our first-ever directory cover in Miami with headings in English and Spanish."


BellSouth Advertising and Publishing Corp. statistics show that about 74 percent of Latinos prefer having bilingual directories in their household. BellSouth provides 15 directories with Hispanic sections in four states.


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