AMERICANOS
También Somos
We are also Americans
MEDIA KIT 2013
AMERICANOS
También Somos
We are also Americans
e are a Monthly magazine with 32 pages plus covers, printing in full color. Our design and printing quality are as good as the best Latino publications issued in the United States. Guaranteed circulation of 50,000 copies nationwide.
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Our Marketing is oriented to major corporations and institutions interested in incorporating the Latino market to the mainstream economy, especially the segment illuminating the Nation demographics: those who have been living and working in the country for 5 to15 years.
O u r c o n t e n t i s p u b l is h e d i n S p a n i s h , c l e a r l y oriented to support the integration process of immigrants t o their new country.
Our Readers To understand Latino immigrants you have to consider two main characteristics: their youth and commitment to succeed. If is true that Latino and Immigrant are not synonymous, it is also accurate to recognize that around three quarters of the 40 million foreign born persons now living in the U. S. arrived originally from Latin America (mostly Mexico). Likewise, it is correct to say that the vast majority of the 54 million Latinos have a direct and strong link with a father, mother or close relative that is a newcomer. As demonstrated in the last Presidential election, Latinos and immigration are part of the same story. • Nowadays Latinos are visible everywhere, but mostly at the school –the average U.S. born is High School age— and at a workplace. • Latinos have the highest labor-force participation rate (nearly 67%) of any American demographic group. • As published in a WSJ Op-ed, “nearly one in six American workers (16%) is Latino, with nearly 23 million Latinos in the U.S. holding jobs”, from the fundamental low-skilled that are the backbone of several major industries (as construction or agriculture) to the most talented, the ones who invent new products or start new business.
• Latino purchasing power now exceeds $1.2 trillion and, according to the University of Georgia's Selig Center, will top $1.5 trillion by 2015. Latinos are now by far the country's biggest minority-market segment. • “The economics are simple: Latinos spur demand. Seventy percent of the nation's gross domestic product is fueled by consumer spending” (WSJ). • The Latino population has increased by more than 52% since 2000. In the same period, the non-Latino white population grew less than 2% and blacks by 14%. • And according to U.S. Census forecasts, the Latino population in America will reach 133 million by 2050. This means, a lot of products to buy, services to provide, money to make. Just two examples: • Meanwhile in the Midwest the population growth is declining, Metro Chicago keeps expanding thanks to the continuous flow of immigrants. In a context where newcomers have taken practically all the new jobs there in the past two decades, it is natural that between 2000 and 2007 almost half-- of new homebuyers were Latinos. • Or in the Pacific Coast where with over 150,000 new bank accounts opened by mostly undocumented Latino Immigrants, over $300 million enter the financial system between 2002 and 2005. As the Council of the Americas said not long ago: “in the context of our social security deficit, immigrant workers will be the ones who pay for the retirement of those working today”.
Circulation and distribution The first 18 issues the magazine will be distributed within a select network that includes, the inside the Beltway universe, the most prominent Latino organizations in the country as well as a vast number of successful people eager to completely integrate to the American identity.
The main target for the magazine distribution will be cities where the Latino population has been notable rising, like New York, Los Angeles, Chicago, Washington, Houston and Dallas. Companies contracted by También Somos AMERICANOS, as well as other community-based organizations will be in charge of this task. Recent big Latino settlements like Atlanta, Charlotte and Seattle will receive special attention in the purpose to allow them to use or publication as a valuable instrument for their daily lives.
Each issue will include a central package of stories that will make it a “collectable edition”. These stories will focus, --like a user's guide-- on the topics that matter most to readers and its advertisers. For example: What to do with your money; Success in your work; Taking care of your family; How to improve your business; The education of your children as an investment; Health and Beauty; When the future arrives what; Free time, leisure and vacation, and of course, Taking care of your roots and identity issues.
In our first year, También Somos AMERICANOS will have an initial press run of 400.000 magazines that will be distributed nationwide. For the second year También somos AMERICANOS will grow its press run to 600.000.
In addition, we will be incorporated -starting on magazine number 3- an editorial board of large prestige and deep knowledge of the Latino and Latin American market. Also, our pages will include a select group of editorial writers and columnist with extensive experience, that have been given awards as recognition for pieces written in their field of expertise.
Digital Platforms
Content.
Considering the importance of the coming trends in the publishing business, we are launching simultaneously a dynamic digital edition in the right platforms (iPad, Android and of course The Web) with special attention to the best approach to the so call social networks (like Facebook and Twitter), through an intense work in the offline world, like community organizations, schools and hometown associations.
También Somos AMERICANOS is a publication clearly committed to support newcomers to integrate to the culture and values of their new home, the country they decided to live in.
Marketing In the marketing field, it has been incorporated a team of specialists with wide experience reaching ads for the Latino market, serving large corporations, as well as vendors in each of the main points of distribution.
Our team will evaluate with our advertising clients what kind of strategy would create better results for them, for example if and ad or an advertorial piece would work better, also a combination of both or a special report where the client itself explains the purpose of the business (Banks, Insurance companies and so).
Editorial project. The magazine is edited by team of professionals whom, together, have more than half a century of experience in the market of journalism and communications, both in Mexico and the United States.
También Somos AMERICANOS focuses on immigrants: their economic dynamism -a market of 54 million persons-; their role as consumers, -current buying power of $1.2 trillion; their growing demographic value -with an addition of 1.1 million over 18 years old for the next 20 years; as well as their role as active members in their communities. También Somos AMERICANOS is published in Spanish, with the clear objective of facilitating the connection with the reader’s mother language, in respect to the powerful roots of Latin American culture. Nevertheless we have permanent commitment to encourage better handling of English as a fundamental tool to connect with America, it’s society, economy and culture. Also, recognizing its importance as a global recourse in our time. The magazine will always seek the best way to tell a story. For very complex or profound, if it cannot be narrated in a friendly manner, close to the reader heart, for us it is worthless. The focus of its reports, articles and notes will always search for the reader's personal interest, above any political or ideological considerations. Its content and editorial position will put the readers agenda above the catastrophic readings or tabloid perspectives. For También Somos AMERICANOS the backbone of its coverage is not migration itself but the integration process that should come withit it, which at the end it is what matters more.
Latino buying power, $1.2 trillion dollar ($1.5 by 2015) Latino demographic power, 54 million people. They are young and determined to succeed. (By 2050 will be 132.8 million. Hispanics will constitute 30 percent of the U.S. population). Arizona, California, Colorado, Florida, Illinois, New Jersey, New York and Texas. have over 1 million Latinos, each. The ten states with the largest Hispanic markets, in order, are California ($253 billion), Texas ($175 billion), Florida ($101 billion), New York ($76 billion), Illinois ($43 billion), New Jersey ($37 billion), Arizona ($31 billion), Colorado ($21 billion), New Mexico ($18 billion), and Georgia ($15 billion).
Each State has about 1 million Latinos States with the largest Hispanic Markets
Editorial Calendar 2013-2014
AMERICANOS También Somos
We are also Americans
December Prepare for the cold. The year’s balance. What comes next?
May 2013 Immigration Reform/Women empowerment (Mothers’ Day).
June 2013 The summer issue. Travel on a budget. Fun for the whole family.
July 2013 Technology & Education. Wireless communication, here and abroad.
August 2013 Back to school. Education, as investment. First generation to College.
January 2014 Money issue. Household’s economy. Financial education. Time for a new car?
February 2014 Love, Sex and more. Mental health, a forgotten priority.
March 2014 The spring Issue. Fashion and beauty. Healthy food. Job change?
April 2014 The Future’s issue. Latino households, 1/3 of the U.S. demographic. Trend and worries. Sandra Cisneros (Semblanza)
Una obra literaria que encontró su lugar nadando a contracorriente
September 2013 “La Hispanidad”. Our roots as a strength. Retirement in the south.
October 2013 The (good) health issue. Prevention and illness. Drugs and nature.
©Ray Santisteban, Susan Bergholz Por Ángeles Vázquez. La obra de la escritora Sandra Cisneros encontró su lugar nadando a contracorriente, tanto en el mundo académico como en el gusto de un lector que independientemente del país en donde haya nacido, se puede ver reflejado en sus personajes, lo cual significa que ha logrado una obra universal. Nacida en Chicago, Sandra Cisneros es la escritora de ascendencia mexicana más leída en Estados Unidos desde que publicó su primer libro en 1984 La Casa en Mango Street, del cuál se han vendido más de dos millones de copias y es lectura indispensable en el programa de estudios de las preparatorias de éste país. Su nuevo libro Have you seen Marie? publicado en el otoño pasado, ha tenido gran aceptación por un público ávido de disfrutar de su prosa y que esperó por varios años desde que saliera a la luz Caramelo, la novpágina 14
November 2013 The holydays issue. Time to give and share. The best presents.
ela en la que recupera la historia de la gran migración mexicana a los Estados Unidos. Caramelo es en mucho el registro del valor y la fuerza de una comunidad que aprendió a hacerse un lugar en ambos lados del Río Bravo, viviendo con un pié en una cultura en su casa y otro en una cultura distinta al salir de su hogar. Sandra Cisneros ha hablado en numerosas ocasiones de lo complicado que fue para ella dedicarse a la literatura, de cómo tuvo que romper moldes familiares y sobre todo vencer prejuicios raciales. Hija de padre mexicano y madre chicana – como se nombra a los descendientes de mexicanos nacidos en Estados Unidos-, Sandra Cisneros comenzó a escribir a los diez años. Su novela Caramelo, título que evoca el tejido de un fino rebozo mexicano y el color de la piel del pueblo mestizo que ella retrata en sus historias, salió a la luz si-
multáneamente en inglés y español con un tiraje de 150 mil y 50 mil ejemplares respectivamente. Caramelo es una novela ambiciosa, es un viaje de la memoria en el tiempo. A partir de recuerdos Sandra Cisneros comienza un fino trabajo de filigrana del lenguaje. Los trozos de historia que recupera son punto de partida de una obra que nace la realidad para escapar al vuelo de la ficción. Esta historia concreta el deseo de enaltecer a toda una comunidad de inmigrantes que ha dejado su trabajo y su vida en Estados Unidos y muy especialmente en Chicago, en donde la autora pasó su infancia. “Un escritor logra una obra universal cuando su historia toca las fibras de un lector en cualquier parte del mundo –afirma la escritora-, cuando en un recuerdo o en una vivencia de su personajes se pueden reconocer como en un espejo, lectores totalmente disímbolos, nacidos en otro país y en otra cultura”. La intención original de la autora era escribir cuento, pero éste se convirtió en novela a medida que Celaya -su personaje principal- va contando la travesía familiar de un país a otro, de un idioma a otro, de una a otra forma de entender el mundo, en un paisaje en el que todo posee una sonoridad distinta, hasta el canto de los gallos. La narración lleva al lector de la mano de Celaya desde su casa en el barrio mexicano de Chicago hasta la Ciudad de México, en donde la niña y sus hermanos se encuentran con un nuevo escenario en el que encuentran aromas y sabores que tienen un lugar especial en la memoria y en el paladar de sus padres como frijoles con cilantro, huevos revueltos con chorizo y la canasta de pan dulce recién horneado para acompañar el café de la mañana. La travesía termina cerca de la Basílica de Guadalupe -un sitio emblemático para los mexicanos-, en donde la abuela de Celaya los espera de pié en la entrada de su casa, con su rebozo cruzado en el pecho como una enorme equis al final del mapa. La escritora ha dicho estar preocupada por los acontecimientos en la frontera y los problemas de la migración y se pregunta cómo podemos cambiar ese odio y discriminación, le apena la barda que se está construyendo a lo largo de la frontera porque ella piensa “en construir puentes y no muros” Sandra Cisneros ha logrado con su obra que prevalezca la inteligencia sobre la intolerancia, y con su actitud muestra a los dos mundos a los que pertenece una imagen muy alejada del estereotipo, muestra cuando tener raíces mexicanas significa orgullo, fuerza, inteligencia y belleza.
Támbien Somos Americanos Año 1 Número 0, Marzo 2013
AMERICANOS También Somos
We are also Americans
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AD SIZES: FULL PAGE/trim size: 8.375 X 10.875 (plus .125 bleed all sizes if needed) Live Area 7.639 X 10.125 1/2 page H. non bleed available upon request SPREADS 16.731 X 10.872 (plus 1.125 bleed all sizes if needed) Live area: 16.041 X 10.125. Gutter: 0.735" Type
Támbien Somos AMERICANOS 39 Fisher Avenue, Tuckahoe, NY, 10707 Publishing Office: 917 833 2525