Inspired by the growing second and third generation Hispanic population in the United States, Café Media LLC, the parent company, hopes the magazine will reach English-dominant readers by providing original content grounded in their cultural values and interests.
The first issue debuted in October 2008, with a circulation of 45,000 copies. The publication began as a bi-monthly magazine, and monthly publication begins with the March 2009 edition. About 40 percent of its free distribution is suburban.
“The fact is that most Latino media is Spanish-dominant,” said Alejandro Riera, Café editor-in -chief. “For a long time, we all made a good case selling that to the market. But today, the second and third generation are more English-dominant.”
But Publisher Julian Posada said he noticed that the media industry was defining Latinos in two categories, those who speak Spanish and those who are mainstream. This definition was far too distinct. Posada himself was representative of a larger, more powerful segment of the Latino population, those who maintained their heritage and culture while still speaking English most of the time.
Café Media created three advisory panels—on finance, education and family—that meet regularly with readers as well as business and community leaders to identify issues of importance for Hispanics, and translate those issues into content.
Source: Sherri Dauskurdas – The Business Ledger