Lawsuit: 944 Magazine Refused to Market to Hispanics

Categories: Media Watch
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Yesterday, 944 magazine announced it was filing for Chapter 11 by touting how hot and sexy bankruptcy is. Well, there's nothing hot or sexy about one of the lawsuits that drove the company into bankruptcy in the first place. A California event planning company claims that 944 refused to market itself "even partially, at Mexicans or Latinos." That's not only shameful, but not exactly good business considering that one of their ten editions is published in Miami.

According to the lawsuit brought on by Explosive Productions, Inc., 944 partnered with the company to put on a "Super Village" party during the 2007 Super Bowl in Arizona. They claim the company kept sponsorship money for itself, and gave away $1 million worth of VIP tickets to potential cover models. The event only sold 1,000 paid tickets.

More shockingly, the lawsuit alleges that 944 refused to market its events to Hispanics.

From Folio:
"944 media was, above all, concerned with its image with the white and affluent audience it covered," says the complaint. "That bias caused 944 Media to insist that no advertising would be purchased if that advertising was directed, even partially, at Mexicans or Latinos."

The party also featured an appearance by boxer Hector Camacho Jr. When Explosive tried to market the event to Hispanics, it claims it received emails telling them not to. From Folio, here are portions of two of those emails:
Guys. No running commercial on the mexican radio stations please. What are u guys thinking! Please call to discuss immediately! I am not destroying this party for the sake of saving this boxing match.

We can't promote on Spanish radio unless you want to kill this event entirely on Sat night. We will have a bunch of gang bangers and get shut down.

Of course, none of the allegations are related to the Miami market, but the company does throw multiple events around town.

Tags:

944, Folio
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