MEDIA PROFILE: Serious-minded monthly targets Latin American potentates

Citing a void in the US media's coverage regarding issues facing Latin American business leaders, the editors of Poder have unveiled an English version of their niche publication.

Citing a void in the US media's coverage regarding issues facing Latin American business leaders, the editors of Poder have unveiled an English version of their niche publication.

"Poder" means "power," but the editors of this recently launched monthly magazine tackling the political, cultural, and economic issues that face Latin America could have easily named it "Influence," "Ideas," or even "Guts." Influence, because it's an unabashed attempt to affect how thought leaders in the US think about their neighbors to the South; Ideas, because it's a feast of thoughtful analysis on one of the most dynamic parts of the globe; and Guts, because it was launched during one of the most bruising advertising recessions in recent memory. The publisher, Miami-based Zoom Media Group, launched the Spanish and Portuguese versions of Poder in 2001. The Spanish version circulates in Mexico, Colombia, Venezuela, and the US, while the Portuguese version can be found in Brazil. Based on its early success, Zoom launched an English version in September. The magazine's target readership is New York and Washington potentates with either influence over or an interest in the geopolitical and economic issues facing the countries of Latin America. Zoom says it was brave enough to launch the English version because it noticed a dearth of coverage of Latin American issues in mainstream English-language business publications. "Our mission is to provide the Latin American business elite with the best possible editorial content on the market," says David Yanovich, Poder's executive editor. "A lot of the people with a strong influence in the region live in New York and Washington, but the US media does a poor job of covering Latin America. So we saw a small niche that we could attack and we went for it." Poder is best suited for pitching people, ideas, and companies. There is little focus on products, outside of some cutting-edge technology. The content is serious and the editorial content might be compared to The Economist's. The magazine is always open to pitches, and could make for good media placement for Latin American clients seeking some US exposure. "If you're a Latin American business with a good story to tell, we would be a good place to pitch," says Yanovich. "But remember, that's only if you care to have people in New York or Washington know what you're doing - that's where our readership is." All pitches should be directed to Yanovich, who is the ultimate editorial decision maker. There are roughly 10 in-depth features in every issue, and they tend to be analytical trend pieces that deal with issues like trade, elections, and media. Although he is quick to declare his willingness to hear each pitch, Yanovich says they should be well developed, especially for the long feature. Ideas should be pitched at least six weeks before an issue is due to be published, and they should be delivered to Yanovich via e-mail. The magazine expects to publish its 2003 editorial calendar within the next few weeks, which will be posted on its website (www.zoommediagroup.com). Beyond the large features, there are smaller sections that are also pitchable. The first of these is Keyhole, which typically includes bite-sized takes on breaking news and trends in the region. Among the items included in the inaugural issue was news of a new Latin American investment fund that will focus on media companies. "Dossier" and "Guru" are the magazine's two personal-profile sections. The former is a two-page spread that gives a quick bio on one of Latin America's heavy hitters. The first issue profiled Alejandro Burillo Azcarraga, who Poder describes as one of Mexico's most powerful businessmen. The piece provided an overview of his family's connections, his businesses exploits, and his most notable friends and enemies. Guru features a much shorter piece that is decidedly positive and more likely to focus on an up-and-comer. The first issue profiled Sergio Roitberg, a journalist who recently founded a Miami-based PR agency. This profile might be among the best places to pitch a Latin American business personality who wants some American exposure. Spot is the magazine's marketing section, and profiles recent campaigns in Latin America. The September issue explored the marketing of Vanilla Coke to Spanish speakers. Yanovich says the section is more than willing to hear pitches about interesting PR efforts. Notes profiles tech-related news. The September issue focused on microchips and broadband growth in Mexico. Nightcap is the lighthearted, last-page Q&A, and is the only section that extends beyond business and politics, as it quizzes a well-known personality on mundane aspects of his or her personal preferences. In September, the magazine quizzed Argentine actress Norma Aleandro with questions like, "What's the best film you've ever seen?" and, "What was your most difficult role?" ------------ Poder Address 309 23rd Street, Suite 212, Miami Beach, FL 33139 Phone (305) 535-3125 Executive editor David Yanovich Editor-in-chief Isaac Lee Editorial director Jose Fernando Lopez General editor Cathleen Farrell

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