• Brandweek, Wednesday, September 3, 2008 9:15 AM

As the traditional media market splinters, print publications are popping up in unlikely places. At the local hardware store, for example. One year after launching in Home Depot stores, a free Spanish-language quarterly for construction contractors has emerged as a rare media conduit to Spanish-speaking, under-the-radar male immigrants.

Brands such as Chevrolet and Mexicana Airlines have lined up to advertise in Constru-Guía al Día(Up-to-Date Construction Guide), which is available in 400 Home Depot stores with large Hispanic customer bases. Full-page ads from Coca-Cola and PepsiCo highlight energy drinks with a Latin twist.

The magazine will hike circulation from 100,000 to 170,000 copies in 676 stores with its January issue, says publisher Kevin Kilpatrick. "Advertisers say our readers are very difficult to reach and many of them don't 'self-identify,'" whether they are documented or undocumented."

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