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Meredith to Add Parents Latina to its Magazine Portfolio

Zacks Equity Research

With a view to target Hispanic population in the United States, the Des Moines, IA-based publishing giant, Meredith Corporation (MDP) is coming up with a new English-language magazine, Parents Latina. The magazine, which is slated to launch in spring 2015, will primarily revolve around Hispanic moms and would complement Ser Padres, the Spanish language magazine.

This leading media and marketing company informed that Parents Latina will be published 4 times a year with a circulation of 700,000, trailing Ser Padres that is published 8 times a year with a circulation of 850,000.

Meredith, through its publications, has been focusing on Hispanic women for a long time. Its repertoire includes Siempre Mujer, which is published 6 times a year with a circulation of 550,000; Ser Padres Espera, published 3 times a year with a circulation of 500,000; and Ser Padres Bebe, published yearly with a circulation of 600,000.

Meredith boasts a strong portfolio of women’s magazines, which helps it to secure a solid market share. The company also launched Meredith Women’s Network, mostly covering women-related topics, and including brands such as American Baby, FamilyFun, Parents, Ser Padres, besides the latest addition of Parents Latina. Meredith reaches over six million Hispanic women via print and digital platforms through its brands.

The company remains optimistic about Parents Latina as Hispanic women are likely to find a true reflection of their culture and heritage in the magazine. Meredith’s other well-known brands include Better Homes and Gardens, Allrecipes, Family Circle, Fitness and Every Day with Rachael Ray, which are generally followed by English-dominant Latina consumers.

Through its strategic alliances, Meredith leverages its brands, which supplement the sales of the company. It extended its contract with Wal-Mart Stores Inc. (WMT), which includes expanding Better Homes and Gardens-branded home decor and the garden program at Wal-Mart stores across the United States and Canada. The company entered into agreements in Turkey and Italy to widen the reach of its renowned brands such as Better Homes and Gardens, Parents and More, and Allrecipes.com. Moreover, the company is aggressively expanding its brands through online platforms, televisions, videos, mobile applications and broadening its range of food and lifestyle content.

Currently, Meredith carries a Zacks Rank #3 (Hold).

Other Stocks to Consider

Other better-ranked stocks worth considering include, Martha Stewart Living Omnimedia Inc. (MSO) and Reed Elsevier plc (RUK), both carrying a Zacks Rank #2 (Buy).

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