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Kmart Gets <i>La Vida</I>

9 Sep, 2002 By: Hive News

Kmart Corp. has published its inaugural issue of La Vida magazine, an entertainment and lifestyle magazine with features and articles directed to the Hispanic community.

Reaching more than 10 million Spanish-speaking consumers in the U.S. each month, the company promises La Vida magazine will create the opportunity to speak directly to Kmart's Hispanic customers through its targeted editorial content beginning with its first Sept. 15 issue.

The magazine is yet another key element of the multicultural marketing strategy Kmart is pursuing to shore up the company's market share and performance. The magazine incorporates information with a blend of product offerings from Kmart, demonstrating the company has what Hispanic customers need and want to live their lives at an affordable price.

The magazine will include topics such as entertainment news and artist profiles. The first issue features not only Marc Anthony on the cover, but also includes his special Kmart exclusive CD offer; horoscopes by astrologer and psychic Walter Mercado; food and recipes by Giovanna Huyke, celebrity TV chef; health and beauty tips by Univision host and spokesperson for “Sabado Gigante,” Rachel Diaz; the inside scoop and gossip; Latin holidays; special in-store promotions and a section highlighting Kmart's employees.

The buying power of the U.S. Hispanic population has grown by more than 156 percent in the past seven years to approximately $452 billion, an increase experts say will keep climbing as the number of Hispanics grows. La Vida magazine 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 of one million copies of the magazine will be in select markets with large Hispanic populations. The magazine will wrap the Kmart advertising circular that appears weekly in Spanish within these markets: Nogales and Yuma, Arizona; Los Angeles, Palm Springs and San Diego, California; Chicago; El Paso and Laredo, Texas; Miami and New York.

"Kmart's La Vida magazine is the first of its kind by a major discount retailer," said Barbara J. Firment, Kmart's SVP of Advertising Sales and In-Store Presentation. "The topics covered in La Vida are the mainstay of our stores -- from music, to health and beauty, to food and to our employees, who contribute a great deal to customer care and to their communities. This publication is just a natural extension for Kmart in that both traditionally and historically, the Hispanic community is one of our most loyal customer groups."

Earlier this year, Kmart unveiled its new "Kmart. Cosas para La Vida" marketing campaign. Alturas Communications, Inc. developed the Kmart La Vida concept.

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