DALLAS -- The quarterly Spanish magazine Constru-Guia al Dia (Spanish for "Up-to-Date Construction Guide") will be available in nearly 2,000 7-Eleven stores across the country, which the publisher said has the potential to increase its readership by 251%. The new distribution at 7-Eleven, coupled with an existing collaboration with The Home Depot, can put Constru-Guia al Dia directly into the hands of more than 400,000 Hispanic males across the country.
Distribution at 7-Eleven stores will begin with the magazine's summer 2010 issue; 244,250 copies will [image-nocss] be available at 1,954 7-Eleven locations in the retailer's top nine U.S. Hispanic markets.
"We are proud that Constru-Guia al Dia is growing at an exponential rate. Our goal is to create communications platforms that benefit our readers, our advertisers and our retail partners at The Home Depot and 7-Eleven," said Kevin Kilpatrick, publisher. "We launched the magazine three years ago when we realized there were advertisers who wanted to reach the Hispanic male audience in the construction industry, yet there wasn't an ideal print medium. More than 39 percent of Hispanic males age 25 and older are employed in the construction or building maintenance industries, and our goal is to provide the information they need, where they need it."
7-Eleven agreed to distribute the magazine upon realizing congruencies between convenience store consumers and the magazine's readership, the publisher said.
"We identified numerous similarities between Hispanic male consumers at The Home Depot and those who shopped our 7-Eleven stores," said Irene Sibaja, senior director of Hispanic marketing for 7-Eleven. "We conducted a coupon redemption test with Constru-Guia al Dia magazine last summer. It was a successthe redemption percentage was even higher than we had hoped, giving us confidence that Hispanic consumers will take advantage of compelling offers. Later this year we will offer Hispanic consumers the convenience of free copies of Constru-Guia al Dia at select 7-Eleven stores via the free publication racks."
In summer 2010, Constru-Guia al Dia will be available at both retailers in the nine top-performing 7-Eleven Hispanic markets: Northern California, Chicago, Dallas/Fort Worth, Denver, Las Vegas, Los Angeles, Miami, San Diego and Washington, D.C.
Constru-Guia al Dia advertisers include national consumer brands such as Coca-Cola, General Motors, U.S. Census Bureau, Mexicana Airlines, ESPN Desportes, Motel 6, American Standard, Behr paint and DeWalt tools.
Constru-Guia al Dia is a free, quarterly magazine targeting Hispanic male professionals, and it is the largest circulated Hispanic male magazine in the United States. With content in Spanish and a focus on job-site safety, the magazine offers the latest building techniques and new products and services. The magazine reaches the rapidly growing Hispanic demographic where they shop.
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