ImpreMedia launches Spanish-language soccer magazine
About a month before the World Cup kicks off in Brazil, Spanish-language publisher ImpreMedia is launching a weekly soccer magazine as an insert in its daily newspapers in New York and Los Angeles.
Quiero Más Fútbol (“I Want More Soccer”), based on an existing web brand launched last year, will reach readers of the approximately 100,000 copies of El Diario La Prensa and La Opinión on newsstands today.
The magazine is a bet on the popularity of soccer among the Spanish-speaking market in the U.S., as 40 percent of the publisher's audience is interested in the sport, according to its internal measurements.
ImpreMedia content director Juan Varela said the glossy is also the first step in a new strategy. The company is pushing to expand its portfolio with new multimedia products to counteract circulation declines of newspapers like El Diario, the nation's oldest Spanish-language daily newspaper and the largest in New York. ImpreMedia has also teamed up with ESPN Desportes to expand its sports magazine, La Rivista.
While professional soccer has made recent gains in popularity among American fans, soccer journalism in the U.S. has trailed behind foreign competitors historically, The New York Times’ Timothy Pratt reported last December. Within the last year, three magazines, Eight by Eight, Howler and XI, entered the arena, but all publish on a quarterly basis, and in English.
The first issue of Quiero Más Fútbol included in El Diario is 28 pages, 60 percent of which are advertisements from national and local interests, Varela said.
Quiero Más Fútbol, with the unusually square dimensions of 10-by-10 inches, extends a soccer brand that ImpreMedia, headquartered in Brooklyn, launched online in April 2013. The site and the magazine are run by the same team of eight staffers, some of whom were hired in the last two months.
Potential plans for the future—pending reader and advertiser response—include selling Quiero Más Fútbol as a standalone product on newsstands and in an English-language version, Varela said.
Will he himself be digging into the magazine’s cover story about Landon Donovan, the Los Angeles Galaxy’s leading scorer?
“I’m not a great fan” of soccer, he told Capital. “I prefer basketball.”
This is not a confession he cares to make at work: “In professional places, among Latino journalists, I prefer soccer.”