Mexico's 'Kena' Readies U.S. Launch

NEW YORK Megazines Publications and Mexico-based Grupo Editorial Armonia next year will launch a U.S. Hispanic version of 30-year-old Mexican women’s title Kena.

Kena‘s first bimonthly U.S. issue, produced by a Miami- and New York-based editorial team, will hit the eight top Hispanic markets (New York, Chicago, Miami, Dallas, Houston, Phoenix, Los Angeles and San Francisco) in April. The magazine will be distributed along with Spanish-language newspapers in each market. In New York, for example, Kena will be shipped with El Diario La Prensa.

Initial advertisers include Avon, Hyundai, Kellogg and Wrigley. The first issue is approximately 50 pages.

Megazines vp, brand development Yolanda Jordana said Kena‘s circulation of 600,000 would be audited by the BPA.

“In 2008, we will likely increase our circulation,” said Jordana, who in 2004 spearheaded the launch of men’s Spanish-language title Sobre Ruedas. “A lot of the successful publications launch with less than a monthly frequency and later increase it. Bimonthly is much more advantageous to generate brand awareness”

Kena‘s core target is “18-44 partially acculturated Hispanic women who may speak English but prefer to use Spanish,” said Jordana. To reach that conclusion, Megazines Publications hired Felipe Korzenny, professor of communications at Florida State University, to conduct a study on language preference among potential readers.

An online version of the magazine will launch at the same time as the print edition.