New English-language Mag focusing on increasingly affluent Latino community.
This May Emmis Communications will launch Tu Ciudad Los Angeles, a bi-monthly English-language publication targeted at the growing community of affluent Latinos in the area, which measures approximately three-and-a-half million.
Tu Ciudad is the result of a dynamic partnership between Emmis Communications, publisher of Los Angeles Magazine, a weekly publication with a circulation of 152,284, along with publisher Jaime Gamboa, formerly of Wired, and associate publisher Gabriel Grimalt, formerly of Los Angeles' Spanish Broadcasting System. “Tu Ciudad will be a fun, energetic, and inspirational guide to the city. It will be all things LA and all things Latino,” says Gamboa.
Although Tu Ciudad- translated “Your City”- is geared toward Latinos, the publishers do anticipate some crossover readership. “Everything in LA is Latino-influenced---from the food and the culture, right down to the street names,” says Gamboa. “As a result, much of the content that will be of interest to our Latino audience will also be of interest to the wider LA community.”
Apart from serving as a city guide to nightlife and entertainment, Tu Ciudad will also cover more serious issues facing the Latino community. The wide ranging coverage will be met with equally diverse advertising, including retail, automotive, and technological industries, appearing in both English and Spanish. Launching with a rate base of 110,000, a full page ad will cost about $12,800 (CPM US$ 116.36).
…with plans to expand.
On whether they plan to launch similar magazines in other cities, Grimalt responds “Absolutely. The Hispanic market is too segmented and diverse to target with a national magazine. We plan to expand into New York, Chicago, Miami, and Texas.” For the next eighteen months, however, the publishers say their efforts will be focused exclusively on Tu Ciudad Los Angeles. Emmis Publications publishes magazines in other areas heavily populated by Hispanics like Texas, where it publishes Texas Monthly, (circulation 300,000).
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