Hearst’s Cosmopolitan to launch stand-alone Mag for acculturated Latinas
Hearst, one of the largest U.S. magazine publishers is launching a stand along magazine and expanding its online properties to cater to English-dominant Latinas. Cosmopolitan is creating a stand-alone print and digital edition called Cosmopolitan Latina to launch in May 2012, as well as bonus content in targeted copies of the monthly edition of Cosmopolitan. Hearst, which owns Cosmopolitan, plans to start with one issue in the spring and one in the fall. At first it will publish 545,000 copies that will be made available in states like Texas, California, Florida and New York, which have large Latino populations.
In addition to the new publication, Cosmopolitan will add content and advertising dedicated to Latin women in 750,000 copies of its regular issue. The Cosmopolitan web site will have a separate tab for Latino-focused content and will offer Web-only articles written by Latina bloggers in addition to the content from Cosmopolitan Latina. Readers will also be able to receive beauty and fashion tips from Latina bloggers on their mobile phones.
To kick off the initiative, Cosmopolitan is partnering with Aegis Media's Carat to share key findings from a groundbreaking new research study, CCS Latino, with the media community. "The research clearly shows that there is a sizable segment of the female Hispanic population that feels strongly about both their Latina and American sides," said Laura Hernandez, SVP, multicultural, Carat.
This is not the first time Hearst is creating a brand extension targeting Young Hispanic women. In 2005 Hearst published a special lifestyle supplement for young Hispanic women called Tu Vida. The company polybagged 350,000 copies with select subscriber issues of Cosmopolitan, Good Housekeeping, Harper's Bazaar, Marie Claire, O, The Oprah Magazine and Redbook. Tu Vida was since discontinued .
An increasing number of properties is targeting the English-dominant Hispanic. They include NuovoTV, MTV3rs and web properties such as FoxNewslatino.com and more niche oriented sites such as guanabee.com, Hispanicallyspeakingnews.com and Voxxi.
Michelle Herrera Mulligan has been tapped as editor of the stand-alone edition. Most recently the managing editor of LasFabulosas.com, Herrera Mulligan is a journalist with 10 years of experience capturing the surging Latina voice in the U.S. According to Donna Kalajian Lagani, SVP, publishing director and chief revenue officer of Cosmopolitan "Today, Cosmopolitan reaches nearly one in four Hispanic women in the U.S. over the age of 18 and is the number one monthly magazine in English that reaches Latinas."
Cosmopolitan Spanish-language editions
Televisa Publishing and Digital holds the license to publish Cosmopolitan in the Spanish-speaking world (Cosmopolitan en español) , including in the U.S. Hispanic market, where it has a monthly circulation of 100,000.
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