Parents Latina: Born from the Womb of Data — Reaching Hispanic Millennial Mothers. The Mr. Magazine™ Interview With Carey Witmer, President – Meredith Parents Network & Enedina Vega, Vice-President/Publisher– Meredith Hispanic Media.June 30, 2014
“We have a lot of data that shows in most instances print is a very important component to the media mix.” Carey Witmer
Parents Latina, a new English-language magazine focused on serving U.S. Hispanic millennial mothers, one of the fastest-growing demographics in the United States, is about to take its place on the newsstands and the powers-that-be behind the new print product are enthusiastic and energetic about consumer reception.
Carey Witmer is President of Meredith Parents Network and Enedina Vega is Vice-President and Publisher, Meredith Hispanic Media and both women are confident the magazine will be a great addition to the Meredith portfolio, so much so that Parents Latina will have a guaranteed rate base of 700,000.
As the most respected brand in the lifestyle category focusing on moms, the Parents brand, along with Meredith Hispanic Media, plan on Parents Latina serving a unique niche of millennial, Hispanic moms across the country.
So sit back and get ready to see why the Parents brand is still going strong today and launching a print product that’s sure to be a success…the Mr. Magazine™ interview with Carey Witmer & Enedina Vega – Parents Latina Magazine.
But first the sound-bites…
On why the Parents brand is launching Parents Latina with a guaranteed rate base of 700,000: We saw the changing demographic and that really led us to launching what we’re launching. We were seeing what was happening with the language questions we were getting from marketers and what we were observing from our consumers as well.
On the unique selling feature of Parents Latina: There are some nuances just in terms of how she feels about family, which varies somewhat from the general market. So she does have specific needs that we will be addressing.
On whether they’re looking for a new audience or to just add to the consumer reception they already have: I would say that we are looking to expand the data base of women that we reach.
On the stumbling blocks that they’ve faced during the preparation of the launch: The hurdle really is to educate the advertising community and the agencies about the nuances of the Hispanic market because as marketers it’s easy for us to put people into silos and to think of segments as being homogeneous and we know that the Hispanic market is not.
On whether the message is on selling the power of print: We have done quite a bit of research on Moms and media, so we have a lot of research that shows that this is a market segment that consumes media and it’s really not a question of digital versus print or broadcast; this is a multi-channel information-consuming market segment.
On their most pleasant surprise during this venture: I like the phone calls; people calling us, that’s hard to come by. And from big companies that matter.
On what keeps Carey Witmer up at night: For me, it’s discovering what the next big thing is that’s going to matter to the consumer and therefore matter to Meredith.
And now the lightly edited transcript of the Mr. Magazine™ conversation with Carey Witmer & Enedina Vega – Parents Latina Magazine…
Samir Husni: Can you tell me about the birth of the idea; what did you do before you decided to have a Parents Latina?
Enedina Vega: We worked on the strategy for almost a year, just looking at what all of the company’s assets were when it came to the Hispanic population across the company’s portfolio. We worked to identify who was in our data base and who we were reaching across digital.
And as a result we’ve found that we are reaching 6.6 million unique viewers monthly who are Latina across the Meredith data base and that we’re reaching these women with content that was both in English and in Spanish. And that’s a pretty significant number.
And then of course, the opportunity that we uncovered with this particular market’s segment: Latina millennial moms in print.
We really worked for a period of time to identify where the pockets and the assets were within the company that we could monetize and take to market in a unique way. And part of that was really focusing on our data base, the 6.6 million that we have in digital and now Parents Latina.
And we looked at a number of different, once we focused in on something in the parenthood space; we looked at many different iterations of what it could be and what we would call it. We had long meetings about what the name would be and then finally we agreed on the Parents name and we did some consumer testing and it just came back so incredibly positive. And we thought it would, we weren’t sure, but we thought that would be the case, so that really led us to where we are today.
Samir Husni: And what is the launch date?
Carey Witmer: The first issue will be out in, hopefully, April, 2015.
Samir Husni: Why now? Why are you launching a 700,000 guaranteed rate base magazine, Parents Latina, in today’s marketplace?
Carey Witmer: We believe that there’s a real opportunity here. And Enedina and I and several others have been looking at this opportunity for quite some time. We were thinking about doing something last year, but I’m glad we waited to really understand marketplace. We saw the changing demographic and that really led us to launching what we’re launching. We were seeing what was happening with the language questions we were getting from marketers and what we were observing from our consumers as well. We wanted to put our toe in the water, in terms of an English-oriented magazine for Hispanics. And we examined the categories where we thought we had a lot of credibility and where there was room to play.
And then we began to study what was happening with the second generation Hispanics in that 18 to 30 year old segment, coupled with the fact that we have this incredible, iconic trusted brand with over 90% awareness in the Parents name. It just became really clear that Parents Latina was, we thought, clearly a winner.
Enedina Vega: In spite of the downturn in the economy and the recession from 2008, the Latina market is a very dynamic growing market. So it’s sort of the bright spot for the American economy today, if you will. It’s kind of going counterintuitive, because it is the population segment that’s growing and fielding the middle class.
And one of the other things that we’re seeing, in terms of media consumption is that this consumer base does consume media and she does read magazines.
Samir Husni: Can you tell me what’s going to be the unique selling feature of Parents Latina and what it will offer the Hispanic second generation that they can’t get from any other source?
Carey Witmer: We believe that by and large the English-dominant millennial mom is an individual who primarily is born in the United States and we believe her experience as a bilingual, bi-cultural mom is different from that of other moms. And there really is no publication at this point, not even significantly digital, or broadcast that addresses her uniqueness.
So she is someone who is living her life in two cultures and balancing that, to some degree, in two languages. So there are some unique opportunities to address in what she’s going through.
There are some nuances just in terms of how she feels about family, which varies somewhat from the general market. There are health concerns that face her that are a little different than the general market. So she does have specific needs that we will be addressing.
Samir Husni: Do you think that those 700,000 Hispanic women are adding to the 100 million women data base that Meredith has or they’re already there, getting the other Hispanic magazines that Meredith already publishes? Are you looking for a new audience? Or is this audience already part of your data base?
Carey Witmer: I would say that we are looking to expand the data base of women that we reach, there may be a small degree of duplication, but the opportunity is to expand and reach women who we don’t have as part of our Meredith family.
Samir Husni: What have been some of the stumbling blocks that you have encountered concerning this launch?
Carey Witmer: Well, most people are excited and people who are in the know completely understand the opportunity and are looking for content that is being directed to these millennial moms who are English-preferred, so the reaction has been great.
The hurdle really is to educate the advertising community and the agencies about the nuances of the Hispanic market because as marketers it’s easy for us to put people into silos and to think of segments as being homogeneous and we know that the Hispanic market is not. And it’s really just getting the message out and educating the clients.
Samir Husni: Is part of that message selling them on the power of print? Everybody tells us that we live in a digital age and I agree; we are in a digital age, but what’s the power of a printed magazine in 2015? And how can you sell that?
Carey Witmer: That’s a big question. We have done quite a bit of research on Moms and media, so we have a lot of research that shows that this is a market segment that consumes media and it’s really not a question of digital versus print or broadcast; this is a multi-channel information-consuming market segment. We have a lot of data that shows in most instances print is a very important component to the media mix. And we feel very confident just on the basis of the number of advertisers that we do have across our Parents network print portfolio that there is enough interest and commitment to the medium that makes this viable.
Samir Husni: It seems that we have to prove that print is a viable medium quite often due to the “digital” age, while people are picking up digital without even thinking about a return on their investment. So with that in mind, what is the power of the brand Parents?
Carey Witmer: Well, we have our portfolio, which is a beautiful thing for us. We’ve worked really hard to organize it in such a way that we have something for everyone across all platforms.
We have American baby, which is pregnancy and newborn and the compliment to that is a combination of Ser Padres Espera and Ser Padres Bebé. We have Parents, of course, which is the mega brand. We have Family Fun and that is a different kind of brand, but it’s in the group as well and then Ser Padres and now Parents Latina.
So we have total market, we have in-language, we have the English solution for the English dominant Hispanic and optimally we’ll be able to calibrate the circulation levels of the entire portfolio based on how the population changes over the course of time. We feel like the strategy is really smart.
Enedina Vega: And another thing is that a lot of the research that’s out there now has surprisingly reinforced the fact that the millennial generation is actually embracing magazines as much as previous generations.
Carey Witmer: The recent MRI saw a pretty sizeable uptick in millennial to our reading print magazines. We have some circulation programs that we are doing with the Parents and American Baby brands that are going quite well that we’re excited about.
We think that motherhood is a real entry point for millennials into print; it’s when she needs trusted, branded content for the health and wellbeing of her family. So that’s one of the drivers for her to come to our portfolio.
Samir Husni: Do you think it’s better for the brand Parents to be almost the only player on the marketplace now? Have you benefited from that or how do you handle it when people come up to you and say, “It’s either Parents or nothing?”
Carey Witmer: There are lots of different ways; a lot of Pure Plays that are digital. So there’s a lot of competition, but it’s not just in print. We’re not the only game in town, but we believe we’re the most effective.
It’s interesting too; we’ve had some discussions with various digital websites over the last several years in our space and many of those in the parenthood/mom space, many of those Pure Plays are looking for a print solution because clients are looking for that 360 surround sound and of course we have that.
Samir Husni: When you were talking about all the different brands; it’s as though I’m hearing about all these titles that appear to be adjacencies around Parents, which seems to be the core of the brand and then everything else is surrounding it.
Carey Witmer: This is just really another edition to the group of offerings that we have that does include digital and data base marketing and all of our other capabilities across the company, including video and mobile, so it’s really an invigorated way when it comes to overall parenting content for the Parents network at Meredith.
Samir Husni: Steve Lacy (Meredith CEO) told me at one time that, I think he was referring to Better Homes and Gardens; that only 2% of revenues were coming from digital and 98% from print. Is it the same at Parents?
Carey Witmer: Our digital is more than 2%, I don’t know when he said that, but for Parents.com it’s a big contributor to the overall portfolio, but make no mistake print does the heavy lifting in terms of the revenue generation for this group.
Samir Husni: What was the most pleasant surprise when you announced the launch of this magazine?
Carey Witmer: I like the phone calls; people calling us, that’s hard to come by. And from big companies that matter.
Samir Husni: Cosmopolitan launched Cosmo Latina and it was a success and they increased the frequency, any chance that you’ll go from quarterly later to something more frequent? Is there a strategic plan? Is quarterly just the beginning?
Carey Witmer: What we do know is that we’re going to calibrate frequency and distribution optimally to what we’re seeing in the consumer marketplace.
Enedina Vega: And with the Meredith model, the consumer drives everything at the end of the day. So we’ll watch that and monitor it and make decisions based on that. We’ve done that with the other brands that you’ve seen us put out over the last few years. We base everything on consumer calibration.
Samir Husni: My typical last question; what keeps you up at night?
Carey Witmer: For me, it’s discovering what the next big thing is that’s going to matter to the consumer and therefore matter to Meredith. We obviously have to have the right portfolio of products that can engage the consumer in a meaningful way, but it also has to have the proper return on investment for the company as well. We think about that a lot.
Enedina Vega: For me, since I’m focused on the Hispanic space, is the fact that this is a growing, dynamic and changing consumer and demographic population.
Samir Husni: Thank you.
© Samir “Mr. Magazine™” Husni, Ph.D., All Rights Reserved.
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