MiCasita Targets Hispanic Consumers.

Spanglish Media, a division of Spanglish Communications, has announced the successful launch of MiCasita™, the National Direct Mail Program for Hispanic new movers and new homeowners. The program reaches Hispanic households in every major Hispanic Market in the US. DirecTV, America Online, Scholastic, Bookspan, Gerber Life Insurance and Columbia House are just a few of the advertisers who have signed up with MiCasita™ to reach the Hispanic consumer mailbox.

“The new mover and homeowner is generally considered a ‘hot’ target for direct mail, since they tend to spend more than the average consumer. MiCasita™ will reach 250,000 Hispanic new movers and new homeowner households in our upcoming September ’03 mailing, which will coincide with Hispanic Heritage Month”, says Geoff Fiala, Managing Director of Spanglish Communications. “Many advertisers have begun to see the benefit of reaching the Hispanic household, which, in the past has been under-served by direct marketers. This new mover program adds a new level of targeting that, before MiCasita™, was only possible through solo mail efforts.”

Barbara Ruano, President/Founder of the group states: “What makes MiCasita even more effective is that a significant portion of the mail file consists of Hispanic New Movers that have recently made a credit card purchase. This overcomes one of the main objections voiced by direct marketers when considering the Hispanic market: lack of credit or the inability to immediately respond to direct response offers.”