Mercado Nuevo launches its newest product,
an innovative publication for Bakersfield's bicultural Latinos.

New Bakersfield Latino magazine launches Friday, September 16
“Más” to be unveiled at September 16 press conference September 14, 2005 – An innovative publication for Bakersfield’s bicultural Latinos will be launched Friday, September 16 at The Bakersfield Californian Courtyard, located at 1707 Eye Street (the courtyard is located between The Bakersfield Californian building and The Greater Bakersfield Chamber of Commerce facing the parking lot on H Street).

Más (means “more” in English) is a publication of Mercado Nuevo, a new independent subsidiary of The Bakersfield Californian.

“Local Latinos have been asking for a medium that understands them and their culture,” said Mary Lou Fulton, Mercado Nuevo General Manager. “We feel Más will satisfy that need and provide an outlet for the community to highlight its pride and achievements. We’re excited about the early reaction it has received and look forward to the impact it will make in the community.”

Más’ unveiling gives second- and third-generation, U.S.-born Latinos a magazine that focuses on the Hispanic experience in Kern County. Más is one of a handful of magazines nationwide that are targeting English-speaking Latinos through stories about education, health, and other important issues. Bicultural Latinos feel they live in two worlds – one connected to their American roots and the other to their Hispanic heritage. Often this community feels isolated from mainstream media that don’t “get” them or who box all Latinos in one category. Más will allow readers to see themselves in the pages with stories about cooking tamales for the first time to decorating your home with a Latin style and a section featuring Spanglish -- words that combine English and Spanish.

Más will provide a Latino perspective through sections such as:

• Health, exploring issues concerning Latinos, such as diabetes, high blood pressure or obesity.
• Education, focusing on many educational issues. For example it will provide tips on preparing high school children for college and choosing the right career to exploring bilingual programs in schools and understanding new high school or college requirements.
• Business Life, discussing the culture of the workplace and will give tips on being successful. This section may look at how Latinos have been taught one way and mainstream requires another for success. It will also share local business profiles of success.
• Other sections will look at travel, entertainment, fashion, snapshots of local Hispanics, and local Latino columnists.

“We want this to be the home for our Latino community,” said Más Managing Editor Olivia Garcia, a third-generation Latina who grew up in the southeast and east Bakersfield. “Our mission is to shine a spotlight on Latinos, our culture, our style and issues we care about. We’re excited to be pioneers as we bring this publication to life.”

Más will be introduced with a vibrant marketing campaign via radio, mall signage, movie theater ads and promotions at events, including sponsorship of concerts by War on Sept. 26 and Pete Escovedo on Oct. 2 at the Kern County Fair.

The free magazine will be published every Friday and delivered to about 20,000 Bakersfield homes. An additional 5,000 will be available throughout the community at racks. Readers can request free home delivery by calling 392-5777 or by visiting www.masbakersfield.com.