Last week, AARP expanded its Hispanic media branch under a new AARP VIVA brand, according to MediaBistro. The brand is launching with the spring issue of AARP quarterly bilingual mag, AARP VIVA, formerly called AARP su Segunda Juventud (AARP Live Your Second Youth).
Editor of AARP VIVA, Gabriela Zabalua-Goddard says in a press release, “The AARP VIVA name better reflects the aspirations of our vibrant Hispanic audience. In addition to the new name, readers will notice a new look and feel to the magazine that reflects its dynamic content.”
Additionally, the new brand name will tout new Web, radio and TV endeavors for 2010, according to AARP’s Web site. Highlights include a one-hour Spanish-language TV special on healthcare, a new Web site and a new weekly half-hour radio talk show.
The magazine’s circulation tops out at 800,000, based on data from 2008, and is the first and only national publication that caters specifically to Hispanics that are 50+. The lifestyle mag covers topics such as health, travel, finance and food—recently featuring host of Food Network’s Viva Daisy, Daisy Martinez in its pages.
AARP is in an upswing, with consecutive growth in the past six years, according to its web site.
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