Theater advertising where Casiano Movie Magazine is exhibited is an effective audiovisual medium catering mostly to middle to upper-income families, Puerto Rico's high purchasing power consumers. This middle-income to upper-income cinema audience is much more attractive to many advertisers than television audiences known to be lower-middle-income or lower-income 'masses'.

The middle to upper-income classes are now primarily watching cable programming and movies at home, but are also frequent moviegoers according to stateside studies.

According to a survey conducted for McCann Erickson Advertising Agency in Puerto Rico, the local moviegoer profile is:

52% from ages 25 to over 49 years old

46.7% from ages 12 to 24 years old

1.3% 11 years old or younger

The survey is based on 1,300 interviews at movie theaters. The study found movie audiences to be young adults, who are trend setters predominantly from urban areas. Six out of 10 moviegoers go to the movies 12 or more times per year.

Over 15,000 movie theaters in the states offer cinema advertising before the feature movie presentation. Surveys conducted by U.S. independent research firms such as Fader Williams, Certified Marketing, Business Research and Marketech, have consistently found that over 96% of moviegoers had a positive attitude towards the movie advertising. Only 1.0% disliked movie advertising very much, 1.1% disliked the advertising somewhat, and less than 2% were undecided.

The same research studies conducted for clients such as AT&T, Chevrolet, McDonald's, Valvoline, Lee Jeans, Sears, Kodak, Nike, American Express, Dockers, DeBeers, Dodge and Outback, revealed an average 74% total recall of the movie advertising. Many U.S. studies have shown movie advertising to outperform television ad recall.

Casiano Communications offers the advertiser the unique ability to combine the power of magazines in conjunction with the power of movie theater advertising to create an integrated multi-media vehicle to reach the ever changing consumer. The combination offers advertisers a broad array of choices in an attractive economical package.

Casiano Communications is the only media company in Puerto Rico to offer advertisers this excellent integrated marketing combination -- magazines with targeted audiences combined with movie audiences. This combination gives the advertiser an excellent integrated marketing reach to urban, high purchasing power consumers, combining in-the-home reach, with near point-of-purchase exposure.

Stateside studies indicate heavy magazine readers are usually the lightest TV viewers*.

Casiano publications see excellent niche magazines with strong circulation and readership. Each Casiano publication is the largest circulation magazine in its category in Puerto Rico, demonstrating that our magazines are the island's favorite magazines.

IMAGEN Women's/family lifestyle magazine
(Fashion, beauty and social activities)

BuenaVIDA Women's/family quality of life magazine
(Health, entertainment and quality of life)

CARIBBEAN BUSINESS The leading, most credible business newspaper in Puerto Rico**
(Business, economics, personal finance and technology)

AGENDA PARA LA NOVIA Wedding guide for brides
(Planning a wedding, honeymoon and post-wedding information)

AGENDA PARA MAMA Pregnancy guide for expectant mothers
(Prenatal, post-pregnancy and childcare for the first five years)

* MRI Media Quintiles
** 1997 Gaither International Study

AGENDA DE DECORACION Architecture and Decorating guide
(Tips and information for indoor design and decoration room-by-room, outdoor patios, pools and landscaping)

PUERTO RICO TRAVEL & TOURISM Travel and Tourism Magazine
(Travel, restaurants, hotels, visitors activities and sightseeing)

VIDA ACTUAL A Spanish-language newspaper filled with highly useful tips and general-interest information that will make life easier for its readers. (The single most powerful total-market print medium in Puerto Rico)

Casiano Magazines are editorially written and oriented to middle to upper-income consumers. They have become the favorite magazines of Puerto Rico because our editors consistently bring the best information to the readers.

Casiano magazines are an excellent marketing tool because they have a "brand" image of their own. As brand magazines, they enjoy a unique relationship with their readers.

Casiano magazines offer the advertiser the opportunity to leverage the magazines niche image - be it fashion, beauty, business, health, quality of life, travel, entertainment, brides to be or expectant mothers and people looking to decorate homes. The authority and credibility of Casiano publications give the merchandise or product advertised within the magazines further credibility in a stylish, up-scale manner.

Casiano magazines offer excellent color and reproduction quality giving the advertiser the clarity of message no other print media in Puerto Rico can.

Casiano magazines are an interactive media. There is an enormous amount of reader involvement and interaction with magazines. More so than with any other print media. Unlike reading a daily newspaper -- fast page turning and skipping pages -- to end up in the waste basket the same day. A magazine reader touches the magazine, holds it and picks it up several times throughout the month. It becomes a reference, engaging the reader who gives it full attention, more than once.

These are just some of the advantages an advertiser can leverage by integrating the marketing program with Casiano Movie Magazine. This revolutionary vehicle -- the integration of a magazine with movie marketing -- is a powerful combination no other media company in Puerto Rico can offer.

It is important for advertisers to employ a balanced media mix in their overall marketing strategy to reach all of the customers and prospects they need in order to be successful.

Historically, theater advertising in Puerto Rico has been 'bought' by the advertiser with very little effort put into marketing, selling or servicing clients or potential clients. But Casiano Communications is known by advertising agencies to be sales and service oriented for all of its products and we operate the same way with Casiano Movie Magazine. We have an experienced staff of seasoned account executives with marketing know-how assigned full-time to service our cinema advertising clients.

For reaching the middle to upper-income consumers in Puerto Rico, Casiano publications and Casiano Movie Magazine offer the best media mix combination and Casiano Communications is the only media company that can offer this.

People pay to go to the movies. People pay to read magazines. And the audience you want to reach has selected the vehicles of their choice, movies and magazines. Join Casiano Communications in reaching these active, loyal, consumers and reach your marketing goals.