Marketers, and Media Businesses, Set Their Places on Latin Females
Aided by the Census Bureau counting nearly 25 million Latin ladies in america, marketers and media organizations have begun getting worked up about the possibility to achieve them.
One of the most current initiatives is just a publication that is new Cosmopolitan Latina, which will start publishing in might and will also be directed at American-born Latin women that are bicultural and bilingual.
“A great deal of marketers recognize that they have to invest because of the Latino market, ” said Donna Kalajian Lagani, the senior vice president and publishing director at Cosmopolitan. But numerous Latinos, she said, “are digesting their information in English. ”
Based on the census, for the women that are latin america, more than eight million are native-born and more than 18. “She’s extremely Latina, but she’s additionally really American. You can’t split the two, ” Ms. Kalajian Lagani stated for the new magazine’s meant audience.
Hearst, which has Cosmopolitan, intends to focus on one problem into the springtime and another in the autumn, as well as very first, it will publish 545,000 copies which will be made for sale in states like Texas, Ca, Florida and nyc, which may have big Latino populations.
Latin women represent a “core Cosmo brand name, ” accounting for starters in most four customers, said Ms. Kalajian Lagani. The core subscriber base for the printing version of Cosmopolitan is 1.45 million in america.
Besides the publication that is new Cosmopolitan will include content and marketing focused on Latin women in 750,000 copies of their regular problem. The Cosmopolitan website need a tab that is separate Latino-focused content and certainly will provide Web-only articles published by Latina bloggers aside from the content from Cosmopolitan Latina. Visitors may also be in a position to get beauty and fashion advice from Latina bloggers on the cellphones.
The competitor that is primary Cosmopolitan Latina is Latina mag, posted by Latina Media Ventures. Latina mag recently celebrated its anniversary that is 15th issue placing 15 Latin ladies, like the actresses Salma Hayek, Rosario Dawson and America Ferrera, on its address.
One of many hallmarks of Latina mag is its utilization of “Spanglish, ” or the use that is occasional of terms in otherwise English text. Michelle Herrera Mulligan, the editor of Cosmopolitan Latina, stated the brand new book would utilize Spanish terms if it felt “natural within an account. ”
Ms. Herrera Mulligan stated the mag would concentrate on dilemmas like entertaining, beauty and exactly how Latinas associated with their loved ones. The general vocals associated with book, she stated, may be one which asks visitors, “why is you well informed, the thing that makes you bolder? ”
Spanish-language variations of Cosmopolitan have significantly more than the usual million members away from united states of america, a lot of them in nations like Argentina, Mexico and Colombia.
In accordance with information through the Publishers Ideas Bureau, an unit associated with the Association of Magazine Media, the sheer number of advertisement pages in Latina mag increased 11.5 % in the 1st three quarters of 2011 compared to the period that is same year early in the day. Despite a slow economy for printing news, advertising income for similar duration risen to $20.9 million when it comes to very very very first three quarters of 2011, from $18.5 million for similar duration this season.
Advertisement revenue for Cosmopolitan increased almost 4.6 per cent, to $292.5 million, for the first three quarters of 2011 compared to the same period a year before. The amount of advertising pages dropped about 2 %.
George Cleary, the president of Coty Beauty Americas, a perfume and cosmetic makeup products business, stated the organization ended up being advertising that is considering Cosmopolitan Latina. “The Latina female is quite beauty-involved, ” Mr. Cleary said. “She features a greater tendency to invest on our brands. ”
One of many company’s mascara brands, Rimmel, happens to be television that is showing on Univision and operating Spanish-language printing ads since September 2010.
Latino females haven’t gone undetected by other news outlets. At Siempre Mujer, a Spanish-language mag posted by Meredith, advertising income for the very first three quarters of 2011 risen up to $11.8 million from $8 million throughout the exact same duration this year. The sheer number of advertising pages when you look at the mag increased almost 30 % throughout the period that is same.
Individuals en Espanol https://singlebrides.net, the version that is spanish-language of mag posted by Time Inc., had a 35 % rise in advertisement income to $44 million, and a growth of advertisement pages of near to 30 %.
Tv has additionally taken note. In the upfront presentations in might, tv professionals had been attempting to sell programming that is new at the Latino market. The presentations that are annual that are designed to entice advertisers to purchase time during programming, included the development of Utilisima, a life style system for Latinas produced by Fox Hispanic Media, the main Information Corporation.
Telemundo, owned by NBCUniversal, has made efforts to attain the Latino that is growing audience including signing the most popular Latina tv personality, Cristina Saralegui, on her brand new show, “Pa’lante con Cristina. ”
Ms. Saralegui has stated she’d welcome both Spanish- and English-speaking a-listers in the show, which can be available, as are also programs in the community, with English subtitles. Ms. Saralegui once edited the version that is spanish-language of.