Kmart launches Spanish magazine: 'Stuff of Life' campaign crosses into new culture, medium - Brief Article

DSN Retailing Today, Sept 23, 2002 by Debbie Howell

TROY, MICH.--Kmart's ethnic marketing initiative ramped up a notch last month with the rollout of a Spanish-language mini-magazine called La Vida. Playing off the retailer's new "Stuff of Life" advertising concept, the phrase that means "life" in Spanish adorns the cover of the four-page publication that wraps a Kmart circular. The monthly publication will initially be available in Nogales and Yuma, Ariz.; Chicago; Los Angeles; Palm Springs and San Diego, Calif.; El Paso and Laredo, Texas; Miami; and New York.

The free lifestyle magazine, which launched Sept. 15, had initial circulation of one million copies through newspaper inserts and via stores in the test markets.

"This is the next step in our outreach to our Spanish-speaking customers," said spokeswoman Susan Dennis. Other efforts launched this year included Spanish-language television and radio advertising, printing of Kmart circulars in Spanish-language newspapers and, still to come, a new private-label brand that will target the Hispanic shopper.

As Kmart struggles to revive sales, emergence from bankruptcy may depend, in part, on appeasing ethnic shoppers who comprise one-third of the retailer's customer base. Separate marketing efforts are geared to African-American consumers, including the test of an urban apparel line called Ched-da.

Items featured in La Vida will help Kmart measure the program's success. Dennis said the first issue features a two-for-$1:L coupon for Protex soap and ads for Caribas chips, Lotus juice and Yaucono coffee--all Hispanic-targeted brands. The cover story on singer Marc Anthony includes a promotion for a Kmart-exclusive CD.

Content for the magazine is provided by Alturas Communications, a marketing communications company that specializes in multicultural and urban retail solutions. Besides the article on Anthony, the first issue includes horoscopes by Walter Mercado, recipes by celebrity chef Giovanna Huyke, health and beauty tips from Univision host Rashel Diaz, and entertainment news and information about Latin holiday. The lifestyle publication, with a heavy focus on entertainment news, is similar in some respects to the Parade newspaper magazine.

"This publication is just a natural extension for Kmart in that both traditionally and historically, the Hispanic community is one of our most loyal consumer groups," said Barbara J. Firment, senior vp of advertising sales and in-store presentation.

Depending on initial reaction to the publication and bankruptcy court approval, Dennis said La Vida may be extended to more markets, as well as grow in page count.