7-Eleven Reaches Hispanic Audience With Constru-Guía al Día

 

The quarterly Spanish magazine Constru-Guía al Día (Up-to-Date Construction Guide) announced today that nearly 2,000 7-Eleven stores across the country will distribute the magazine, increasing readership 251%. The new distribution at 7-Eleven, coupled with an existing collaboration with The Home Depot, will put Constru-Guía al Día directly into the hands of more than 400,000 Hispanic males across the country.

The magazine targets the Hispanic audience, since 39 percent of Hispanic males over age 25 are employed in the construction or building maintenance industries, according to Experian Simmons (spring 2009).

Distribution at 7-Eleven stores will begin with the magazine’s summer 2010 issue; 244,250 copies will be available at 1,954 7-Eleven locations in the retailer’s top nine U.S. Hispanic markets — Northern California, Chicago, Dallas/Fort Worth, Denver, Las Vegas, Los Angeles, Miami, San Diego and Washington, D.C. — in addition to the 170,000 copies available at select Home Depot stores.

7-Eleven agreed to distribute the magazine when it realized the congruencies between convenience store consumers and the magazine’s readership.

"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-Guía al Día magazine last summer. It was a success — the 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-Guía al Día at select 7-Eleven stores via the free publication racks."

As the largest circulated Hispanic male magazine in the United States, Constru-Guía al Día is one of only a few publications experiencing growth despite the economy. The magazine’s distribution increased from 100,000 in 2007 to more than 400,000 this year.

Based on data from the 2000-2008 Bureau of Labor Statistics, Constru-Guía al Día estimates that over the next 15 years, Hispanics within the construction workforce will grow from the 2010 projection of 35.4 percent to a 2025 projection of 63.2 percent.

Constru-Guía al Día 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. [ return to top ]

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