Hearst’s Cosmopolitan for Latinas to hit newsstands on May 1st; Will it succeed?

Hearst today announced  that its first stand-alone issue of Cosmopolitan for Latinas, a new women’s lifestyle publication targeted at English-speaking Latinas, will hit newsstands nationwide on May 1st . Edited by and written for modern Hispanic women, the magazine answers the call of a new generation of Latinas who celebrate both of their cultures, and are seeking content that reflects their unique lifestyles.

Hearst stand along magazine is a new attempt to cater to the English – dominant Latina. Several digital media outlets have been launching over the last six months to target this demographic. Cosmopolitan Latina is the first magazine to do so in a long time. It remains to be seen whether advertiser demand meets the increasing supply of media outlets.

Michelle Herrera Mulligan, formerly the managing editor of LasFabulosas.com, is the magazine’s editor-in-chief.  Donna Kalajian Lagani, SVP, publishing director and chief revenue officer of Cosmopolitan, will oversee the brand’s advertising and marketing efforts.

Cosmopolitan for Latinas is the definitive voice of today’s bilingual Latina who is sexy, stylish and intelligent, and wants to see herself reflected in the pages of a women’s lifestyle magazine,” said Herrera Mulligan. “We talk to our readers like a best Latina girlfriend, and cover everything from fashion, food, relationships and careers in a fresh and engaging way.”

Cosmopolitan for Latinas will be a twice-yearly, stand-alone print edition with a cover price of $3.99. Initial distribution will be 545,000 copies, available nationwide, with a strong presence in top Hispanic markets throughout the U.S.  A digital edition of the publication will be available on Apple, Zinio and Barnes & Noble e-newsstands. 

Beginning in July 2012, targeted copies of Cosmopolitan magazine will feature bonus editorial content curated for the Hispanic female consumer.

“We are taking a pioneering role in delivering compelling media to an audience who isn’t having their needs currently met by what’s out there in the marketplace,” said Kalajian Lagani. “We are uniquely positioned to reach these fun, fearless women, and are confident that they will respond enthusiastically to the premiere issue.”

“Launching new businesses that address the ever-changing needs of consumers is something that we do especially well,” said David Carey, president of Hearst Magazines. “Cosmopolitan for Latinas aligns with the mindset and interest of a growing demographic eager for content tailored specifically for her.”  

A blend of front-of-book service pieces, thoughtful features and just-for-her fashion and beauty, Cosmopolitan for Latinas will be broken down into these key sections:

¡En Vivo!
A section dedicated to hot Latin entertainment, including fun quizzes, the best summer festivals, and hilarious cultural mash-ups.

Stylista
Fashion coverage that celebrates the vibrant Latina style. Learn how to play up – and show off –your figure. Get inspired by looks straight off the runway and the streets. Shop for the season’s most coveted accessories.

Beauty
All the best beauty ideas and tips from today’s pros, curated especially for the unique needs of Latinas’ skin and hair. Read about the newest products and insider tricks for looking your absolute best, whether you’re heading to a club or Sunday church services.

Manthropology
Discover what really makes him tick. Our guy roundtable (“Pregúntalo a Ellos”), and interviews with the hottest Latin male celebrities, will help you decode the mysteries of your man.

Real Talk
Empowering advice on how to navigate complex relationships, whether with your coworkers, friends or familia.  Inspiring first-person accounts on overcoming personal hurdles. Career and financial tips to help you put your best foot forward.

Features
A feature well teeming with beautifully shot fashion stories and compelling celebrity interviews.  

Divertida
It’s time for fiesta! Learn easy-to-follow food and cocktail recipes that bring the authentic, regional flavors of Latin culture to life. Pick up a few easy entertaining ideas to try. Plan your next vacación.

Readers also can connect with Cosmopolitan for Latinas on myriad social platforms, including Twitter (@CosmoForLatinas), Facebook (Facebook.com/CosmoForLatinas) and Pinterest (Pinterest.com/CosmoForLatinas). The magazine’s web site, www.CosmoForLatinas.com, will go live on May 1.


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Marcos Baer @MarcosBaer

Marcos oversees editorial and sales. He is based in Portada's NYC headquarters. Prior to launching Portada in 2003, Marcos worked in both the media and finance sectors. He occupied leading roles at the Spanish edition of The Wall Street Journal, in Spain’s newspaper Cinco Dias and at SwissRe. He is an MBA, and a CFA. Marcos is a print junkie and also loves all things digital media. He also is passionate about everything related to New York City and loves to play tennis.

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