Kmart Corp. is launching a magazine for Hispanics with an initial distribution of 1 million issues per month.
La Vida is an entertainment and lifestyle magazine for the Hispanic community. The first issue, featuring March Anthony on the cover, is Sept. 15. Coupons and other discounts will be included with the issues, according to news reports.
The magazine is part of an effort to reach Hispanics, with a purchasing power estimated at $500 billion per year.
Kmart, which filed for bankruptcy protection in January, has stepped up its marketing to Hispanics. Last month it published its weekly advertising circular in Spanish and earlier this year launched “Cosas para la Vida”, a radio and TV campaign.
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