Visa bows Hispanic financial magazine

SAN FRANCISCO: Visa USA is launching Vias, a Spanish-language financial magazine that is part of the company's marketing initiative aimed at Hispanics.

SAN FRANCISCO: Visa USA is launching Vias, a Spanish-language financial magazine that is part of the company's marketing initiative aimed at Hispanics.

The national campaign, which launched this summer, focuses on the convenience and security of using Visa-branded products instead of cash.

The 16-page magazine will be available at Latino grocers in Los Angeles and Houston. Latino newspapers in New York, Chicago, and Washington, DC, will also carry the publication.

"We wanted to provide the information in a format that is a bit easier to digest," said VP of advertising Elyssa Gray.

The magazine will contain articles about financial wellness, easy-to-understand financial tips about opening a checking account and working within a budget, and stories about people who turned around their finances.

"The people we're targeting are reluctant to enter financial institutions," explained Michael Rolnick, director of corporate relations. "So [we're] explaining why establishing credit is important to their financial well-being."

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