Cosmopolitan announced that the title is creating a strategy to help advertisers reach the growing Hispanic market.
“Today, Cosmo 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,” said Donna Kalajian Lagani, SVP, publishing director and chief revenue officer of Cosmopolitan. “Advertisers are focusing sharply on the Hispanic market, but the untold story is that the new generation of Latina is consuming her media in English, and is looking for content that is just for her. We feel that Cosmo is uniquely positioned to help advertisers reach this audience.”
The magazine is creating a Cosmo-branded editorial package aimed at the English-speaking Hispanic audience that will include a twice-yearly 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 Cosmo.
Michelle Herrera Mulligan has been tapped as editor of the stand-alone edition. Most recently the managing editor of LasFabulosas.com.
“I’m thrilled to be part of this project,” said Herrera Mulligan. “By speaking our bicultural language, Cosmo shows that it’s in touch with the exploding Latino demographic. And who better to celebrate the indomitable Latina spirit than the Fun, Fearless, Female?”
“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 is taking a smart step into the future by focusing on a growing segment of the population that is eager for media that speaks to them.”
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