Seemingly in response to my questions from yesterday, Adweek released an “Open Letter to MyM Clients and Readers” today. According to Adweek, the reason that they killed MyM is because Hispanic advertising is no longer a separate discipline, but rather an essential part of advertisers’ broader marketing plans.

As they wrote:

As marketers are becoming less likely to separate Hispanic strategies from their broader marketing plans, AdweekMedia is transitioning its editorial coverage of Hispanic media and marketing efforts targeted to the Hispanic community.

To better serve the information needs of our entire audience, AdweekMedia will no longer be separating our coverage of the Hispanic marketplace but fully integrating that coverage into Brandweek, Mediaweek and Adweek, and delivering that content to the full audience of those three brands in print, online and through live events. As a result, Marketing y Medios will no longer be published as an insert to only a limited portion of Brandweek, Mediaweek and Adweek’s total audience.

That’s the party line anyway. I’m still suspicious that they just got caught trying to play “me-too” in a field already occupied by Portada, HMW, and the like, and MyM just wasn’t paying for itself. Call me paranoid.

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