MEDIA KIT 2013

También Somos

AMERICANOSWWee aarree aallssoo AAmmeerriiccaannss

• Latino purchasing power now exceeds$1.2 trillion and, according to the Universityof Georgia's Selig Center, will top $1.5 trillionby 2015. Latinos are now by far the country'sbiggest minority-market segment.

• “The economics are simple: Latinos spur demand. Seventypercent of the nation's gross domestic product is fueled byconsumer spending” (WSJ).• The Latino population has increased by more than 52% since2000. In the same period, the non-Latino white population grewless than 2% and blacks by 14%. • And according to U.S. Census forecasts, the Latino populationin America will reach 133 million by 2050. This means, a lotof products to buy, services to provide, money to make. Justtwo examples:• Meanwhile in the Midwest the population growth is declining,Metro Chicago keeps expanding thanks to the continuousflow of immigrants. In a context where newcomers havetaken practically all the new jobs there in the past twodecades, it is natural that between 2000 and 2007 almosthalf-- of new homebuyers were Latinos.• Or in the Pacific Coast where with over 150,000 new bankaccounts opened by mostly undocumented Latino Immi-grants, over $300 million enter the financial system between2002 and 2005.

As the Council of the Americas said not long ago: “in the con-text of our social security deficit, immigrant workers will be theones who pay for the retirement of those working today”.

Circulation and distributionThe first 18 issues the magazine will be distributed within aselect network that includes, the inside the Beltway universe,the most prominent Latino organizations in the country as wellas a vast number of successful people eager to completelyintegrate to the American identity.

También Somos

AMERICANOSWWee aarree aallssoo AAmmeerriiccaannss

We 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.

Our Marketing is oriented to major corporations and institutionsinterested in incorporating the Latino market to the mainstreameconomy, especially the segment illuminating the Nation demo-graphics: those who have been living and working in the coun-

try for 5 to15 years.

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Our ReadersTo understand Latino immigrants you have to consider two maincharacteristics: their youth and commitment to succeed.If is true that Latino and Immigrant are not synonymous, it is alsoaccurate to recognize that around three quarters of the 40 millionforeign born persons now living in the U. S. arrived originally fromLatin America (mostly Mexico). Likewise, it is correct to say thatthe vast majority of the 54 million Latinos have a direct andstrong link with a father, mother or close relative that is a new-comer. As demonstrated in the last Presidential election, Latinosand immigration are part of the same story.• Nowadays Latinos are visible everywhere, but mostly atthe school –the average U.S. born is High School age—and at a workplace. • Latinos have the highest labor-force participation rate (nearly67%) of any American demographic group. • As published in a WSJ Op-ed, “nearly one in six Americanworkers (16%) is Latino, with nearly 23 million Latinos in the U.S.holding jobs”, from the fundamental low-skilled that are thebackbone of several major industries (as construction or agri-culture) to the most talented, the ones who invent new productsor start new business.

Each issue will include a central package of stories that willmake it a “collectable edition”. These stories will focus, --likea user's guide-- on the topics that matter most to readers andits advertisers. For example: What to do with your money;Success in your work; Taking care of your family; How to im-prove your business; The education of your children as an in-vestment; Health and Beauty; When the future arrives what;Free time, leisure and vacation, and of course, Taking care ofyour roots and identity issues.

In addition, we will be incorporated -starting on magazine num-ber 3- an editorial board of large prestige and deep knowledgeof the Latino and Latin American market. Also, our pages will in-clude a select group of editorial writers and columnist with ex-tensive experience, that have been given awards as recognitionfor pieces written in their field of expertise.

Content.También Somos AMERICANOS is a publication clearly committed tosupport newcomers to integrate to the culture and values of theirnew home, the country they decided to live in.

También Somos AMERICANOS focuses on immigrants: their eco-nomic dynamism -a market of 54 million persons-; their role asconsumers, -current buying power of $1.2 trillion; their growingdemographic value -with an addition of 1.1 million over 18 yearsold for the next 20 years; as well as their role as active membersin their communities.

También Somos AMERICANOS is published in Spanish, with theclear objective of facilitating the connection with the reader’smother language, in respect to the powerful roots of Latin Americanculture. Nevertheless we have permanent commitment to en-courage better handling of English as a fundamental tool toconnect 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. Forvery complex or profound, if it cannot be narrated in a friendlymanner, close to the reader heart, for us it is worthless.

The focus of its reports, articles and notes will always searchfor the reader's personal interest, above any political or ideo-logical considerations. Its content and editorial position willput the readers agenda above the catastrophic readings ortabloid perspectives.

For También Somos AMERICANOS the backbone of its coverage isnot migration itself but the integration process that should comewithit it, which at the end it is what matters more.

The main target for the magazine distribution will be citieswhere the Latino population has been notable rising, likeNew York, Los Angeles, Chicago, Washington, Houstonand Dallas. Companies contracted by También SomosAMERICANOS, as well as other community-based organizationswill be in charge of this task.

Recent big Latino settlements like Atlanta, Charlotte and Seattlewill receive special attention in the purpose to allow them to useor publication as a valuable instrument for their daily lives.

In our first year, También Somos AMERICANOS will have an initialpress run of 400.000 magazines that will be distributed nation-wide. For the second year También somos AMERICANOS willgrow its press run to 600.000.

Digital PlatformsConsidering the importance of the coming trends in the publishingbusiness, we are launching simultaneously a dynamic digital edi-tion in the right platforms (iPad, Android and of course The Web)with special attention to the best approach to the so call socialnetworks (like Facebook and Twitter), through an intense work inthe offline world, like community organizations, schools andhometown associations.

MarketingIn the marketing field, it has been incorporated a team ofspecialists with wide experience reaching ads for the Latinomarket, serving large corporations, as well as vendors ineach of the main points of distribution.

Our team will evaluate with our advertisingclients what kind of strategy would create betterresults for them, for example if and ad or an ad-vertorial piece would work better, also a com-bination of both or a special report where theclient itself explains the purpose of the business(Banks, Insurance companies and so).

Editorial project.The magazine is edited by team of professionals whom, to-gether, have more than half a century of experience in the mar-ket of journalism and communications, both in Mexico and theUnited States.

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 willconstitute 30 percent of the U.S. population).

Arizona, California, Colorado, Florida, Illinois, New Jersey, New York andTexas. 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

También Somos

AMERICANOSWWee aarree aallssoo AAmmeerriiccaannss

Editorial Calendar 2013-2014

May 2013Immigration Reform/Women empowerment(Mothers’ Day).

June 2013The summer issue. Travel on a budget. Fun forthe whole family.

July 2013Technology & Education. Wireless communication,here and abroad.

August 2013Back to school. Education, as investment. Firstgeneration to College.

September 2013“La Hispanidad”. Our roots as a strength. Retirement in the south.

October 2013The (good) health issue. Prevention and illness.Drugs and nature.

November 2013The holydays issue. Time to give and share. Thebest presents.

DecemberPrepare for the cold. The year’s balance. Whatcomes next?

January 2014Money issue. Household’s economy. Financialeducation. Time for a new car?

February 2014Love, Sex and more. Mental health, a forgottenpriority.

March 2014The spring Issue. Fashion and beauty. Healthyfood. Job change?

April 2014The Future’s issue. Latino households, 1/3 of theU.S. demographic. Trend and worries.

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Por Ángeles Vázquez.

La obra de la escritora Sandra Cisneros en-contró su lugar nadando a contracorriente,tanto en el mundo académico como en elgusto de un lector que independientementedel país en donde haya nacido, se puede verreflejado en sus personajes, lo cual significaque ha logrado una obra universal. Nacida en Chicago, Sandra Cisneros es laescritora de ascendencia mexicana másleída en Estados Unidos desde que publicósu primer libro en 1984 La Casa en MangoStreet, del cuál se han vendido más de dosmillones de copias y es lectura indispensa-ble en el programa de estudios de laspreparatorias de éste país.Su nuevo libro Have you seen Marie? pub-licado en el otoño pasado, ha tenido granaceptación por un público ávido de disfru-tar de su prosa y que esperó por varios añosdesde que saliera a la luz Caramelo, la nov-

ela en la que recupera la historia de la granmigración mexicana a los Estados Unidos.Caramelo es en mucho el registro del valory la fuerza de una comunidad que aprendióa hacerse un lugar en ambos lados del RíoBravo, viviendo con un pié en una culturaen su casa y otro en una cultura distinta alsalir de su hogar.Sandra Cisneros ha hablado en numerosasocasiones de lo complicado que fue paraella dedicarse a la literatura, de cómo tuvoque romper moldes familiares y sobre todovencer prejuicios raciales. Hija de padre mexicano y madre chicana –como se nombra a los descendientes demexicanos nacidos en Estados Unidos-,Sandra Cisneros comenzó a escribir a losdiez años.Su novela Caramelo, título que evoca eltejido de un fino rebozo mexicano y elcolor de la piel del pueblo mestizo que ellaretrata en sus historias, salió a la luz si-

multáneamente en inglés y español con untiraje de 150 mil y 50 mil ejemplares re-spectivamente. Caramelo es una novela ambiciosa, es unviaje de la memoria en el tiempo. A partirde recuerdos Sandra Cisneros comienza unfino trabajo de filigrana del lenguaje. Los tro-zos de historia que recupera son punto departida de una obra que nace la realidadpara escapar al vuelo de la ficción. Esta historia concreta el deseo de enaltecera toda una comunidad de inmigrantes queha dejado su trabajo y su vida en EstadosUnidos y muy especialmente en Chicago, endonde la autora pasó su infancia.“Un escritor logra una obra universal

cuando su historia toca las fibras de un lec-tor en cualquier parte del mundo –afirma laescritora-, cuando en un recuerdo o en unavivencia de su personajes se pueden re-conocer como en un espejo, lectores total-mente disímbolos, nacidos en otro país y enotra cultura”.La intención original de la autora era es-cribir cuento, pero éste se convirtió en nov-ela a medida que Celaya -su personajeprincipal- va contando la travesía familiarde un país a otro, de un idioma a otro, deuna a otra forma de entender el mundo, enun paisaje en el que todo posee una sonori-dad distinta, hasta el canto de los gallos.La narración lleva al lector de la mano deCelaya desde su casa en el barrio mexicanode Chicago hasta la Ciudad de México, endonde la niña y sus hermanos se encuentrancon un nuevo escenario en el que encuen-tran aromas y sabores que tienen un lugarespecial en la memoria y en el paladar desus padres como frijoles con cilantro, huevosrevueltos con chorizo y la canasta de pandulce recién horneado para acompañar elcafé de la mañana.La travesía termina cerca de la Basílica deGuadalupe -un sitio emblemático para losmexicanos-, en donde la abuela de Celayalos espera de pié en la entrada de su casa,con su rebozo cruzado en el pecho comouna enorme equis al final del mapa.La escritora ha dicho estar preocupada porlos acontecimientos en la frontera y losproblemas de la migración y se preguntacómo podemos cambiar ese odio y dis-criminación, le apena la barda que se estáconstruyendo a lo largo de la fronteraporque ella piensa “en construir puentes yno muros” Sandra Cisneros ha logrado con su obraque prevalezca la inteligencia sobre la in-tolerancia, y con su actitud muestra a losdos mundos a los que pertenece una ima-gen muy alejada del estereotipo, muestracuando tener raíces mexicanas significaorgullo, fuerza, inteligencia y belleza.

(Semblanza)

Sandra CisnerosUna obra literaria que encontró su lugar nadandoa contracorriente

©Ray Santisteban,Susan Bergholz

También Somos

AMERICANOSWWee aarree aallssoo AAmmeerriiccaannss

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