Vida y Salud announces the launch of its quarterly print magazine
In a time when many print publishers are looking to make the transformation to digital, some online publishers are doing the opposite.
Carl Kravetz, publisher of VidaySalud.com, recently discussed the upcoming launch of Vida y Salud, a quarterly print magazine for the Hispanic community.
The bilingual magazine will provide high-quality health and wellness information and will be available in doctors’ offices throughout the US.
The first issue, which is expected to publish in April 2012, will have a lead topic on diabetes, and will incorporate 18 pages of content and 16 pages of advertisements in each language. The flipbook style of this magazine allows it to be read in both Spanish and English by simply turning over and reading through.
Bringing print into a digital publisher’s mix
Regarding the magazine’s launch, Kravetz said it’s, “one more step in our commitment to delivering high-quality health information to the Hispanic community, and better serve our advertisers.”
In addition to providing content, the magazine has a purpose of acting as a book of record – a physical magazine to which digital can point for further product information and legals. Pharmaceutical companies are shaping up as main advertisers, and since they have not been heavily committing to digital advertising for the Hispanic community, this strategy proves more meaningful for advertisers.
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Furthermore, the ability to provide physical magazines in doctors’ offices affords wonderful opportunities to consumer product companies as well. “In our industry, this is essentially what might be thought of as the point of sale – when people are going in to speak with their doctor,“ stated Kravetz.
The doctor’s office environment helps advertisers join the conversations that are taking place between patients and doctors. These efforts can help build better relationships for everyone associated with content from Vida y Salud.
At launch, Vida y Salud is guaranteeing circulation of 500,000 throughout US cities with large Hispanic patient populations. A mix of doctors will receive Vida y Salud, but primary care physicians will be the main recipients.
The launch of Vida y Salud shows that print and digital components serve to leverage one another’s unique attributes for building larger audiences. Multi-platform publishing is also quite desirable for advertisers looking to reach as many people as possible.
