March 02, 2010

AARP 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.

“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 plus 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.

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