Meredith Corp.’s Siempre Mujer is teaming up with CNN en Español in a new multimedia initiative geared to Hispanic women in the U.S., on the theme “Querer es poder” — roughly translated as “where there’s a will there’s a way.” The inspirational campaign, intended to encourage Latinas to pursue their dreams, is scheduled to kick off this fall.
Drawing on the combined print, broadcast and digital assets of the two media partners, “Querer es poder” will highlight stories of Hispanic women overcoming obstacles as they struggle to achieve their ambitions.
Siempre Mujer will carry in-depth profiles, while CNN en Español’s daily program “Notimujer” will feature weekly segments with host Mercedes Soler and Siempre Mujer editor-in-chief Maria Cristina Marrero. Soler and Marrero will touch on a host of lifestyle topics, including health, wellness, beauty, fashion, finance, business, travel and relationships.
CNN en Español will also conduct Skype interviews with the profile subjects and answer viewer questions. The two entities will also co-host a branded “Querer es poder” channel on SiempreMujer.com, where they will recruit new profile subjects, along with a social media presence on Facebook and Twitter.
Touting the wide reach of the media partners, Enedina Vega, publisher for Meredith Hispanic Ventures, stated: “This collaboration will enable Siempre Mujer, which reaches over 3 million homes, and CNN en Español, distributed in 5 million homes in the U.S. and 26 million in Latin America, to provide marketers with an unprecedented opportunity to reach Latinas across multiple platforms.”
According to the American Community Survey, there are now more than 45.4 million Hispanics living in the U.S., representing 14.6% of the total population of 308 million. That’s twice the number living in the U.S. two decades ago. If current trends continue, the number of U.S. Hispanics will triple to roughly 130 million by 2050, when they will make up one-third of the total population.
Over the last half-decade, Hispanic buying power has also steadily increased, from an estimated $800 billion in 2006 to $850 billion in 2007, $950 billion in 2008, and $1 trillion in 2009. It is on course to reach $1.3 trillion by 2013 and $1.5 trillion by 2015, according to projections from the Selig Center for Economic Growth at the University of Georgia.