ATLANTA — In a targeted effort to attract a growing Hispanic shopper segment that frequents convenience stores, 7-Eleven , Dallas, will begin this summer free distribution of a quarterly Spanish-language magazine, Constru-Guía al Día, it was announced today.
Constru-Guía al Día is said to be the largest circulated Hispanic male magazine in the United States, according to its publisher The Cloud Peak Firm, based here. It is targeted to the 39% of Hispanic males employed in the construction market.
7-Eleven will distribute the magazine on free publication racks at nearly 2,000 stores in 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.
This follows a similar partnership with The Home Depot begun with the magazine’s launch in 2007. The combined Home Depot and 7-Eleven distribution delivers the magazine to more than 400,000 Hispanic males across the country, the publisher said.
“This is a good example of how a retailer, 7-Eleven, and its suppliers are reaching out to shoppers with new, innovative marketing tactics. Just as 7-Eleven and national brands like Coca-Cola and General Motors realized that they can utilize Constru-Guia al Dia to reach the growing Hispanic audience, supermarkets should think outside the box to determine how they can provide consumers with the products and services they need,” Kevin Kilpatrick, publisher of Constru-Guía al Día, told SN.
7-Eleven agreed to distribute the magazine upon realizing 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, in a press statement. The convenience chain conducted a three-month coupon redemption test in North Texas with the magazine last summer that produced higher than expected results.
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