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Disney: Leveraging a Strong Customer Database by Launching a Hispanic Magazine

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Posted on: May 5th, 2008
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““We wanted to have a very tangible product to leverage our very robust database of Hispanic customers,” says Gilbert Dávila, V.P. Multicultural Marketing at The Walt Company and also publisher of the new . “ en Familia is going to be mailed out to our 350,000 best customers,” he says. The 350,000 controlled distribution publication is rate base guaranteed (soon to be audited by ABC). In addition, en Familia will be distributed at some grassroots events. For the premier issue, Dávila notes that the page count will be no less than 68 pages.”*

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