Conde Nast is creating products specifically targeting the U.S. Hispanic audience. After Hearst last year introduced Cosmopolitan Latina, which will become a quarterly in 2013, now it' s Conde Nast's Glamour's turn. Glamour is poly-bagging with its April issue a new supplement, the digest-size Glam Belleza Latina, or Latin Beauty, with a quarterly frequency aimed at its self-described Latina subscribers.
Glam Belleza Latina has a rate base of 250,000.
Bill Wackermann, publisher of Glamour, is excited about the opportunities presented by the Hispanic market. “The reason advertisers are so interested now is because the market and the consumer are booming,” Wackermann told WWD.
Glam Belleza Latina will be edited by Veronica Chambers, a frequent contributor and author of the book “Black Women and Success,” though the supplement will share staff with Glamour, including art director Sarah Vinas. The magazine will be written in Spanglish, a combination of (mostly) English and Spanish. Designer Narciso Rodriguez and Hilaria Thomas, a yoga instructor and Alec Baldwin’s wife, are contributing. Until approximately, ten years ago, Conde Nast had a full fledged operation targeting the U.S. Hispanic market based in Miami. That business unit was later folded into Conde Nast Mexico operations and the Mexican magazines in Spanish have been also distributed in the U.S. Hispanic market. Glam Belleza Latina marks a new approach to publish a magazine, albeit not 100% in Spanish, targeting the U.S. Hispanic market right out of Conde Nast's New York headquarters.