Kmart Plans Spanish-Language Magazine

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Kmart Corp.'s inaugural issue of La Vida, a Spanish-language entertainment and lifestyle magazine, debuts Sept. 15, Kmart said yesterday.


By reaching more than 10 million Spanish-speaking consumers in the United States monthly, Kmart said, the magazine will let the company speak directly to its Hispanic customers through targeted editorial content.


The magazine follows the company's other initiative targeting this demographic begun this month when it distributed its first-ever Spanish-language weekly advertising circular.


La Vida will feature topics such as entertainment news and artist profiles. The first issue puts Marc Anthony on the cover and includes his Kmart exclusive CD offer; horoscopes by astrologer and psychic Walter Mercado; recipes by Giovanna Huyke, celebrity TV chef; health and beauty tips by Univision host and spokesperson for Sabado Gigante, Rachel Diaz; Latin holidays; in-store promotions and a section highlighting Kmart's employees.


La Vida will incorporate thematic articles throughout the year on events that resonate in the Hispanic community, occurring in key months, and will include products that follow editorial content from Kmart's top-name brand partners.


Initial distribution is around 1 million within select markets with large Hispanic populations. La Vida will wrap the Kmart ad circular, which now appears weekly in Spanish within these markets: Nogales and Yuma, AZ; Chicago; Los Angeles, Palm Springs and San Diego, CA; El Paso and Laredo, TX; Miami and New York.


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