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Hispanic Construction Mag Draws Mainstream Ads, Boosts Circ at Home Depot

Chevrolet, Coca-Cola and Mexicana Airlines are just a few of the non-endemic companies buying ads in Spanish-language magazine Constru-Guia al Dia (Up-to-date Construction Guide), available in Home Depot stores.

Advertising from within the building trade is going strong, as well, making the entirely ad-supported magazine profitable since its launch in July, 2007, says publisher Cloud Peak Firm (via Brandweek).

The magazine, distributed for free, is geared toward Spanish-speaking male immigrant construction contractors. Advertisers who don’t have products inside the construction industry but who are seeking the U.S. Hispanic male market have found the magazine a useful vehicle, particularly since Hispanic males tend to fly under the radar and don’t often show up on direct mail databases, says publisher Kevin Kilpatrick. “Advertisers say these guys are very difficult to reach and many of them don’t ‘self-identify,’ whether they are documented or undocumented.”

Full-page ads from Coca-Cola and PepsiCo feature energy drinks sold at convenience stores, a popular draw for construction workers purchasing breakfast.

Spanish-language media has been growing, with Nielsen Monitor-Plus showing increases across all monitored media - with the exception of local newspapers - in the first half of 2007, up 2.3 percent over the first half of 2006.

The Spring 2009 issue, available in January, will have a distribution of 170,000 copies in 676 Home Depot stores, up from 100,000 copies in 400 stores.