AARP Increases Efforts to Reach Hispanic Audience With 'AARP VIVA'

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Apr 01, 2010, 12:24 ET

--Expanded Spanish-Language Multimedia Properties Planned for 2010--

WASHINGTON, April 1 /PRNewswire-USNewswire/ -- AARP today announced the expansion of its Hispanic media properties under the new AARP VIVA brand. This new effort is aimed at integrating AARP's Spanish-language media properties so that they reflect the larger AARP strategy that focuses on encouraging members and others 50-plus to live their best lives. AARP VIVA officially debuts via the Spring issue of AARP's quarterly bilingual print magazine, AARP VIVA su Segunda Juventud.

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"Our members will continue receiving the same high-quality content they have grown to expect, only now they'll get even more as we broaden our reach to the Hispanic audience with more original, compelling, and useful information," said Kevin Donnellan, AARP's Executive Vice President and Chief Communications Officer. "Our goal is to help Hispanics age 50+ find trusted information, be it through the pages of AARP VIVA magazine, our new bilingual Web site, our expanded radio shows, or our television programming."

"The AARP VIVA name better reflects the aspirations of our vibrant Hispanic audience," said Gabriela Zabalua-Goddard, editor of AARP VIVA. "In addition to the new name, readers will notice a new look and feel to the magazine that reflects its dynamic content. We hope they're as excited about it as we are and I look forward to connecting to more of our members through our new radio and TV endeavors."

In addition to overhauling the look and feel of its print publication, AARP VIVA will also be the new brand name encompassing AARP's Spanish-language Web, radio and TV properties, with a significant expansion across the board planned for 2010.

AARP Spanish-Language Print

AARP Viva su Segunda Juventud is the premier bilingual magazine for engaging Hispanics 50+ and their families and AARP's primary vehicle for delivering news and information for 50+ Hispanics in both English and Spanish. Published quarterly, AARP VIVA provides essential, culturally-relevant advice and information focusing on topics such as financial security, health and wellness, global aging, livable communities, entertainment, and more. The AARP VIVA brand brings a more active, aspirational, and engaging voice to the magazine. It is distributed quarterly and will have an online destination at www.aarp.org/VIVA.

AARP Spanish-Language TV

Earlier this year, AARP filmed its first ever Spanish-language talk show pilot before a live audience at the Newseum in Washington, D.C. Titled VIVA su Segunda Juventud, this hour-long magazine show for Hispanic and Latina women over 40 features relevant topics, guests and live acts mature Hispanic women want to watch. AARP plans to announce distribution details later this year.

In May 2010, AARP will debut its first-ever, one-hour Spanish-language TV special focusing on healthcare and prevention. Titled, "Condicion Critica, con el Dr. Elmer Huerta" or "Critical Condition with Dr. Elmer Huerta," the show will bring attention to disparities in both health status and healthcare in the Hispanic community.

AARP Viva su Segunda Juventud Radio

Currently, AARP reaches Hispanics on the radio daily via 90-second Spanish-language features on various news topics that air on 115 stations and reach approximately 470,000 listeners daily. Additionally a new weekly half-hour radio talk show, AARP VIVA su Segunda Juventud, will debut nationally May 30, 2010 and focus on culturally-relevant issues pertinent to the 45+ Hispanic including health, finance, and lifestyle topics. This 30-minute show will be distributed initially in various target markets including Los Angeles, San Juan, Miami, Chicago and San Antonio.

AARP Online – in Espanol

In June 2010, AARP will launch AARP en Espanol, the online welcoming door for AARP's Hispanic audience. This new site will mirror AARP.org in design and navigation with a dramatic increase in the total amount of Spanish language content planned for Q3 and Q4. The new Web portal will be a bilingual site, with easy options for clicking between Spanish and English language content. The AARP en Espanol Web site will be the home for the AARP VIVA landing page that reflects content from the AARP VIVA print property, plus extra features and content from the Spanish-language radio and TV programs.

About AARP

AARP is a nonprofit, nonpartisan membership organization that helps people 50+ have independence, choice and control in ways that are beneficial and affordable to them and society as a whole. AARP does not endorse candidates for public office or make contributions to either political campaigns or candidates. We produce AARP The Magazine, the definitive voice for 50+ Americans and the world's largest-circulation magazine with over 35.7 million readers; AARP Bulletin, the go-to news source for AARP's 40 million members and Americans 50+; AARP VIVA, the only bilingual U.S. publication dedicated exclusively to the 50+ Hispanic community; and our website, AARP.org. AARP Foundation is an affiliated charity that provides security, protection, and empowerment to older persons in need with support from thousands of volunteers, donors, and sponsors. We have staffed offices in all 50 states, the District of Columbia, Puerto Rico, and the U.S. Virgin Islands.

SOURCE AARP