TodoBebe Teams With ADVO

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TodoBebe Inc., a Spanish-language producer of pregnancy and parenting content, signed an agreement with shared-mail advertising company ADVO Inc. to introduce a direct mail product aimed at new and expecting Hispanic families.

TodoBebe Direct, the six-page bilingual print publication with content, images and promotional offers, will be sent through ADVO's ShopWi$e distribution to 6.7 million households in 25 Hispanic DMAs.

"The consumer need [for TodoBebe Direct] is the relevant, entertaining, helpful information and promotions delivered direct to home from the leading voice in parenting and pregnancy," TodoBebe chairman/CEO Gillian Sandler said. "The advertiser need is the capacity to reach Hispanic families nationwide in a relevant context with call-to-action promotions and branding throughout the year."

TodoBebe Direct is positioned as a chance for advertisers to reach Hispanic homes through a family-focused publication. Customized targeting capabilities are based on homes with children and closeness to retail or financial services locations.

Topics planned for the publication include pregnancy and maternal healthcare, breastfeeding and nutrition, baby skin care, food safety, college savings, car seat safety and decorating the baby's room.

The mail package will include toll-free numbers for national hotlines, emergency-care kits and other information.

TodoBebe's partner, the $1.2 billion ADVO, Windsor, CT, offers custom advertising and promotions to 17,000 mail-focused retailers in 30-plus industry categories. Programs like ShopWi$e reach 67 million U.S. households weekly and 107 million households monthly.

Advertisers can sponsor sections in TodoBebe Direct and create custom publications with information, coupons and response programs year-round.

TodoBebe, Miami, will promote TodoBebe Direct via radio, television, Internet and grassroots efforts. The company uses these channels to deliver content to Hispanic expectant mothers and parents. A weekly TV show airs in the United States on the Telemundo network. Parenting capsules air twice an hour through in-store TVs in 200 Wal-Mart Supercenters nationwide.

Also, TodoBebe's radio programs are syndicated through Latin America. Its Web site at is a key media property in its space. More than 500,000 people have signed up to receive its monthly parenting online newsletters.

Earlier this year, TodoBebe Baby Fairs were launched in Hispanic centers like Los Angeles, Houston and Miami.

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