Kmart Launches La Vida Magazine.

Kmart Corporation announced its inaugural issue of La Vida magazine, an entertainment and lifestyle magazine that contains features and articles that resonate with the heritage and cultural nuances of the Hispanic community. La Vida magazine will allow Kmart the opportunity to speak directly to its Hispanic customers through its targeted editorial content beginning with its first September 15 issue.

Following on the heels of the launch of the first Spanish-language weekly advertising circular for a national discount retailer, Kmart’s La Vida magazine is yet another key element of Kmart’s multicultural marketing strategy. The magazine builds a relationship with the Spanish-speaking community by incorporating relevant information with a blend of product offerings from Kmart, further demonstrating the company has what Hispanic customers need and want to live their lives
at an affordable price.

The La Vida magazine will include topics such as entertainment news and artist profiles. The first issue features not only Marc Anthony on the cover, but also includes his special Kmart exclusive CD offer; horoscopes by internationally renowned astrologer and psychic, Walter Mercado; food and recipes by Giovanna Huyke, celebrity TV chef; health and beauty tips by Univision host and spokesmodel for Sabado Gigante, Rashel Diaz; the inside scoop and gossip; Latin holidays; special
in-store promotions and a section highlighting Kmart’s employees.

Initial distribution of one million copies of the La Vida magazine will be in select markets with large Hispanic populations. The La Vida magazine will wrap the Kmart advertising circular which now appears weekly in Spanish within these markets: Nogales and Yuma, Arizona; Chicago; Los Angeles, Palm Springs and San Diego, California; El Paso
and Laredo, Texas; Miami and New York.

“Kmart’s La Vida Magazine is the first of its kind by a major discount retailer,” said Barbara J. Firment, senior vice president of Advertising Sales and In-Store Presentation of Kmart Corporation. “The topics covered in La Vida are the mainstay of our stores — from music, to health and beauty, to food and to our employees, who contribute a great deal to customer care and to their communities. This publication is just a natural extension for Kmart in that both traditionally and historically, the Hispanic community is one of our most loyal customer groups.”

Earlier this year, Kmart unveiled its new “Kmart. Cosas para La Vida” marketing campaign, directly targeting its Spanish-speaking customers through television and radio advertising.

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