HEADING MEXICO WAY: Vanity Fair is set to launch its Mexico edition in April, printing 90,000 copies in a project that cost over $1 million, Condé Nast Spain, Mexico and Latin America’s president Javier Pascual del Olmo said. The magazine’s sixth international edition will court an increasingly sophisticated Mexican audience. “We think this title will open a new readership segment because we are not looking for those who buy other titles,” Pascual del Olmo said, adding that the magazine’s viewpoint and celebrity content will also set it apart in Mexico. “We are looking for those who already know the magazine because of its editions in other countries and who appreciate its credibility and quality.”
Vanity Fair will launch as part of a multimedia platform featuring print as well as digital with a Web site and social network channels. The title’s Spain and Mexico director Lourdes Garzon will be in charge of the launch team, set to be unveiled in coming weeks.
Mexico, Latin America’s second-largest economy, is “an important market” for Condé Nast, Pascual del Olmo said, adding that the market is bouncing back from a crisis “many had trouble surviving and that was linked to distributors.”
Despite that, he said Condé Nast’s titles such as Vogue and Glamour will continue to grow. Vanity Fair’s launch comes as global advertisers are poised to spend an estimated $40 billion in Latin America this year, with Mexico the second destination after Brazil.