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The jury about the viability/success of sites targeting Hispanic (women) in English is still out (e.g. see the recent closures of CNN Latino and NBC Latino). Portada asked  media buyers at corporations and agencies about their views. What media buyers at Maybelline, Rooms to Go and Haworth Marketing and Media have to say.

Acculturated Latinas

Moguldom Media Group just introduced LatinaMadre.com a bicultural site targeting acculturated Hispanic moms. The rationale for the launch  seems pretty understandable when explained by Moguldom Media Group Chief Revenue Officer Christian Gonzalez: “There is a lack of information  for US-based Latinos/Hispanics,  but more so in the useful/factual information arena – Information people can use in their day-to-day lives. As far as LatinaMadre.com is concerned, we have a fair amount of content targeting Hispanic women.”

Quite a few media properties have been betting on reaching and engaging acculturated Hispanic moms. Demographic facts support  their efforts: Hispanic women are the growth engine of the U.S. female population and are expected to represent 30% of the total female population by 2060, while the non-Hispanic white female population is expected to drop to 43% according to a recent Nielsen study. But what do media buyers have to say? Are acculturated sites reaching the Latino population good enough? Is English-language  content targeting Hispanics still too scarce?

When it comes to digital media reaching out to the bicultural Latina, very few sites update their content often enough, particularly if you compare it to general market sites.
Daisy Terrazas-Cole
Daisy Terrazas-Cole, Multicultural Media Strategist, Haworth Marketing and Media


Daisy Terrazas-Cole, is  a Multicultural Media Strategist working at Haworth Marketing and Media
in Minneapolis, MN. Terrazas-Cole works on the multicultural strategy for Target whose main objective is to reach bilingual Hispanic women  that are milennials and navigate between both cultures. Terrazas-Cole notes that some sites do a good job, including some Spanish-language sites who provide international news and sites targeting the general market in “pure” English,  but that “there seems to be a big gap when it comes to content targeting the bicultural Latina.”
Daniel Villaroel, Director Multiethnic Marketing at Maybelline New York and Garnier, says that “for the general market, there continues to be a growth trajectory for digital content. In comparison to the Hispanic market, some content produced in English is meeting the needs of some Latinas.  However, I think more content that’s of better quality is necessary for Latinas in both English and Spanish. I’m seeing a huge appetite for Spanish language/bilingual content.” (BTW: the data on the table at the end of this article supports Villaroel’s view). He adds that his brands “have fully robust Spanish language web and mobile sites.  We utilize a variety of tools at our disposal to reach Latinas digitally that include standard display, branded content and video among other tactics.”

Martha Kruse
Martha Kruse, Senior Director Multicultural Marketing, Rooms to Go

Martha Kruse, Senior Director Multicultural Marketing at Rooms to Go, notes that “there is a good amount of media content targeting women in my opinion. Depending on the category you can find from well-established publishing house to bloggers, etc. Now, in turn when it comes to targeting Hispanic women, digitally, I think no one owns it yet.”

As for targeting Hispanic women, digitally, I think no one owns it yet.

The costly need to update

“When it comes to digital media reaching out to the bicultural Latina, very few sites update their content often enough, particularly if you compare it to general market sites,” says Haworth’s Terrazas-Cole. It is a Catch 22 issue: If digital properties do not have enough good quality and frequently updated content they may not attract enough advertising dollars, which in turn are not sufficient to finance the editorial operation. Enedina Vega-Amaez ,Vice President/Publisher at Meredith Hispanic Ventures Group, contends that frequent updating  “is a question of resources and having the staff necessary to respond to what is current and trending since the web is so immediate.  In the magazine publishing world you are publishing for a monthly or a weekly, on the web it’s daily, if not hourly.”

The table below shows that English-language (general market)  sites in the beauty, lifestyle, fashion and style categories  are most visited by Hispanic women rather than sites that specifically target acculturated Latinas. It will be interesting to see if in the next 10 years this pecking order can be changed by new start-ups within media that exclusively targets acculturated Latinos.

General Market sites  lead when it comes to target acculturated Latinas

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Properties

Total unique visitors (000)

Lifestyles – Beauty-Fashion/ Style

6914

Glam Style

1067

Stylelist Sites

875

TotallyHer – TheFashionSpot

626

ComplexStyle

481

Hearst Beauty & Fashion Network

468

Livingly: Style

378

Enfemenino.com Sites

297

POPSUGAR Fashion Beauty

292

Refinery29

280

Glo

266

Source: comScore – December 2013

moguldom_home_Innovation_Final 300Moguldom Media Group, a digital media company serving multicultural audiences, announced the launch of Lossip, the Hispanic counterpart to Moguldom’s popular African American destination, Bossip. The English-language website will cover pop culture and entertainment for the young Hispanic audience, with particular resonance among multicultural females 18-34. The site is the inaugural production of Moguldom Hispanic, a new division dedicated to providing engaging content and a strong voice for today’s culturally savvy and digitally native Hispanic audiences.

“Unlike traditional Hispanic media, which tends to cater to advertisers and celebrities rather than its actual consumers, Lossip and other Moguldom Hispanic properties will create content that puts users first,” said Lossip Deputy Editor Sugey Palomares.

Moguldom Hispanic will follow its launch of Lossip with the introduction of LatinaMadre, with a focus on young Hispanic mothers, later this year.

“We won’t be afraid to take a strong point of view—we’ll speak ‘sin pelos en la lengua,’ and serve as a pop culture curator for the new Latino generation.”

Topics covered will include mainstream and up-and-coming Latino crossover celebrities, leaders of Latino urban culture, and political figures and issues. Content will include original editorial and video productions for web and mobile as well as authentic native advertising opportunities for Moguldom’s brand partners.

With the creation of its new Hispanic division, Moguldom builds upon its reputation for delivering the most engaging content to its audience —outperforming entertainment news properties such as TMZ, Gawker, and RadarOnline. Lossip will bring Moguldom’s proven mix of authenticity, leading-edge digital media expertise, and urban sensibility to engage young Hispanic females, filling an unmet need for strong, opinionated, and funny coverage, and going beyond race and language to address young Latinos’ cultural duality.

The millennial Hispanic audience targeted by the new Moguldom division—two-third of whom were born in the U.S.—differs in significant ways from earlier generations. Unlike their parents, who kept a lower profile, most Hispanic millennials aren’t afraid to stand out, be unique, and claim their Latino identity. English is their primary language and as a result they are likely to visit English-language websites. They are also highly mobile, social, and tech-oriented: half of Hispanics 18-29 use a mobile device for Internet access at home, and consumer technologies are key markers of status. Moguldom Hispanic will follow its launch of Lossip with the introduction of LatinaMadre, with a focus on young Hispanic mothers, later this year.

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