ADS Media Group launches ‘La Canasta de Valores’.

ADS Media Group, Inc. announced it will roll out a major co-op initiative to deliver advertisers’ messages to two million Hispanic households in California and Texas.

Entitled La Canasta de Valores, or “Basket of Values”, the advertising program will launch in August with an initial two million household distribution in Texas and California, followed by a second two million household distribution scheduled for November.

The centerpiece of the La Canasta de Valores program is La Buena Vida, or “The Good Life”, an ADS Direct Media-owned lifestyle and entertainment bilingual publication dedicated to the Hispanic community.

“La Canasta de Valores is a one-of-a-kind program designed to take advertisers’ messages and samples directly to the doorstep of up to two million Hispanic households,” said Rocafort-Mercado, ADS Direct Media’s vice president of Hispanic marketing. “Our program offers advertisers benefits and results that they simply cannot achieve with conventional direct-mail advertising — all at a lower cost and with a more focused penetration of their target audience.”