Pioneer in User-Generated Content Introduces Custom Magazine To Target Exploding Market of Smart Shoppers
Nestlé USA Sponsors Program Across Digital, Mobile and Social
New York, November 11, 2013 – All You, a pioneer in user-generated content, has showcased tips and ideas from its readers since its launch in 2004. Now the smart shopping brand has tapped influential Latina bloggers to help create authentic content for a new editorial product that targets the exploding Hispanic market.
The program is centered around a 12-page custom magazine, entitled Celebraciones, which will focus on the holidays and will be bound into the December issue, hitting newsstands November 15th. Similar to the way reader and blogger tips are organically woven into every issue of All You, tips from Latina bloggers will be sprinkled throughout the stories of this magazine in highlighted boxes titled “Conversando.” Bloggers will be featured on www.allyou.com/celebraciones and will lead Twitter chats based around the editorial content. Topics will include how to make the most of cherished holiday traditions and how to host a family gathering without overspending.
Nestlé USA is the sponsor of this program — integrated across print, digital, mobile and social platforms — to support its El Mejor Nido (“The Best Nest”) communications platform: (http://www.elmejornido.com). The company will run coupons for La Lechera®, Stouffer’s®, Juicy Juice® and other brands in the custom magazine. Nestlé USA has been a long-time marketing partner with All You since 2004, the magazine’s launch year.
“We’re proud to introduce a multi-channel program for the Latina woman that honors her heritage and offers her affordable entertaining ideas as she plans her holiday," said Diane Oshin, All You Group Publisher. “We’re thrilled to partner with Nestlé as we reach this important audience and deliver valuable solutions for her life.”
In addition to tapping the brand’s devoted blogger following to inform this initiative, All You consulted Hispanic women who are part of its 50,000-strong Reality Checkers network, highly engaged readers with whom the brand communicates regularly.
As in the general population, smartphones and tablets are critical tools for smart shoppers, enabling them to search for deals, compare prices and purchase on the go. The Hispanic community is ahead of the curve in adoption and use of technology. More than half (56%) of Hispanics shop with a mobile device vs. 33% of non-Hispanics.* A full 60% of Latino households own at least one smartphone compared with 43% of the general market**, and tablet penetration is higher among Latinos (24%) than among non-Hispanic whites (21%).***
“We recognize that honoring past traditions and inspiring new ways to celebrate the rituals of the season are an important part of keeping and passing on heritage for Latinas. Nestlé’s El Mejor Nido program delivers holiday recipe and meal ideas that help families savor these very special times together,” said Vanessa Rivera, Nestlé Manager Multicultural Marketing Communications.
This issue will reach a targeted distribution of 380,000—a mix of Hispanic subscribers and newsstand buyers in key Hispanic markets. Research has shown that an increasing number of Hispanics in the U.S. are getting their news in English, according to a report by the Pew Hispanic Center, so we will communicate across all of our platforms in English.
All You speaks directly to the value-minded woman, helping her enjoy life for less. The brand celebrates its highly engaged social community of consumers who share shopping strategies, budget-friendly recipes, practical, money-saving tips and ideas with one another across all platforms. Published by the Time Inc. Lifestyle Group, All You was named to ADWEEK’s Hotlist for magazines 10 Under $50—$60 million for four consecutive years (2007—2010), ranked #3 on Advertising Age’s A-List in 2010 and won the ADWEEK’s Readers' Choice poll for best women’s magazine for two years. All You is available on all tablets.
*Sources: Pew Research Center, 2013; **Nielsen State of the Hispanic Consumer: The Hispanic Market Imperative, Qtr. 2 2012; eMarketer Newsletter June 2012-Experion report.
About All You All You speaks directly to the value-minded woman, helping her enjoy life for less. The brand celebrates its;highly engaged social community of consumers who share shopping strategies, budget-friendly recipes, practical, money-saving tips and ideas with one another across all platforms. Published by the Time Inc. Lifestyle Group, ALL YOU was named to ADWEEK’s Hotlist for magazines 10 Under $50—$60 million for four consecutive years (2007—2010), ranked #3 on Advertising Age’s A-List in 2010 and won the ADWEEK’s Readers' Choice poll for best women’s magazine for two years. All You is available on all tablets.
About Nestlé Named one of “The World’s Most Admired Food Companies” in Fortune magazine for sixteen consecutive years, Nestlé provides quality brands and products that bring flavor to life every day. From nutritious meals with Lean Cuisine® to baking traditions with Nestlé® Toll House®, Nestlé USA makes delicious, convenient, and nutritious food and beverage products that make good living possible. That’s what “Nestlé. Good Food, Good Life” is all about. Nestlé USA, with 2012 sales of $10 billion,is part of Nestlé S.A. in Vevey, Switzerland — the world’s largest food company with a commitment to Nutrition, Health &Wellness — with 2012 sales of $98 billion. For product news and information, visit Nestleusa.com or Facebook.com/Nestle.USA.
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