Disney targets Latino customers with affinity magazine

The Walt Disney Co. will launch its first Spanish-language magazine in the US on July 14.

Disney En Familia, aimed at young Hispanic mothers living in the US, will be sent to 350,000 families in its first run. These families, mined from Disney’s customer database, have children between age four and 12 and a high affinity for Disney products.

“We wanted to have a very tangible product to leverage our very robust database of Hispanic customers,” Gilbert Dávila, VP of multicultural marketing at Disney and publisher of the new quarterly, said in a statement. “Disney En Familia is going to be mailed out to our 350,000 best customers.” Disney could not be reached for comment as of press time.

The magazine may also be distributed at Disney events.

Content in Disney En Familia will focus largely on parenting, family activities, recipes and cultural traditions. Each issue will also feature a Disney section, showcasing new products, shows, movies and theme park attractions. Latino celebrity parents are expected to grace the covers of each issue.

The Disney Publishing team, which already produces FamilyFun and Wondertime, will work with Davila to put together Disney En Familia.

IPR, a firm specializing in Spanish-language custom publications, has been tapped to handle outside ad sales for the magazine. Davila said that he will be picky about ad quality and messages, making sure that they maintain the family focus of the magazine.

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