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Image Markets DVD for Pregnant Latinas

9 Feb, 2008 By: Angelique Flores

Latinos account for about half of all births in 2003 in the states that have been hubs for Latinos, such as New Mexico, California and Texas, according to the Population Reference Bureau. This demographic also made up at least one-fifth of all births in seven other states in 2003: Arizona, Nevada, Colorado, Florida, Illinois, New Jersey and New York.

Image is addressing the pregnant Latina market with a new DVD, Esperando a Mi Beb?/Waiting for Beb?. The $14.99 title streeted last month, but marketing has just started.

The DVD is a guide aimed at pregnant Latinas. It contains information about the physical challenges of pregnancy as well as the cultural and personal concerns that Latinas confront, with stories from Latina mothers. Topics include nutrition and health, Latina labor and birth, medical insurance, herbs and pregnancy, Latina pregnancy myths and communicating with doctors and family members.

The DVD was taped both in Spanish and in English. Both versions are available on one disc.

“There's nothing in the market like this,” said Greta Nodar, Image's director of Latin sales and programming.

Award-winning journalist Lourdes Alcañiz narrates the DVD. She is the author of Waiting for Beb?: A Pregnancy Guide for Latinas and co-author of Gordito Doesn't Mean Healthy, among other books, and has been writing and reporting for the past 21 years for such outlets as NBC, CBS-UPI, CNN, Univision, Hispanic Radio Network and Radio Bilingue. Alcañiz also is senior editor for BabyCenter Español, a leading parenting Web site.

The DVD comes with built-in awareness from Alcañiz' book Esperando a Mi Beb?.

“The book has done very well,” Nodar said.

Still, Alcañiz has just begun a promotional tour with key radio, print, online and television outlets. Image is targeting “life and style” sections in leading Spanish-language newspapers across the country to highlight the significance of this product.

Image also is partnering with Johnson & Johnson's BabyCenter en Español, the Spanish version of the U.S. parenting Web site Babycenter.com. The site, espanol.babycenter.com, will feature promotions for the DVD. Details have yet to be announced.

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