Media General is on a constant search for new products to support, as well as new products to create in-house, to keep the appeal fresh and to reach out to various niche segments. With the growth in the Hispanic segment, HCP encouraged and eventually took full control of the development of a concept to address the Hispanic marketplace, leading ultimately to the launch of CENTRO, a free Hispanic publication. HCP not only developed the concept, but named the product, built the product line, and even hired the personnel to run it. The product has been very successful among its target audience and continues to increase its circulation among this powerful niche. The target reader represented a demographic within the market that was growing faster than the general population. The realization that this growing demographic was not being spoken to through print made the product that much more valuable.
Most recently, HCP was instrumental in the development and product mix launch of Rain Publishing, the parent publishing company for several joint ventures between Media General and Fourth Door Creative. In response to the presence of affluent individuals in the Tampa Bay Area, HCP has supported Rain’s development of a variety of publications to speak to them. The publications are filled with advertisers who know and understand the affluent subset, and, accordingly, offer appropriate products and services.
Several of the Rain publications produced include New Heights Magazine, South Tampa Magazine, BLU, VUE, and Brandon Digest. The latter three publications have been created and launched under the consultation of HCP. As newspaper readership loses ground among certain demographics, niche publications such as those produced under the Rain brand targeting the upper income and affluent households appear to be more appealing to readers.