“CafeMom is expanding beyond moms. The media company today launched Vivala, a mobile-first platform catering to millennial Hispanic women.

The user-generated platform will be run by editor in chief Zuania Capó, who previously served as executive editor for People en Español and Siempre Mujer. The need for a mobile-first platform is a personal one for Capó, a Puerto Rican immigrant.

“I need to be connected to my people,” she told Adweek. “I want to know what’s happening with my aunt in Orlando and what’s going on with my family in Puerto Rico.”

Capó explained that CafeMom—which had been serving Latina mothers with MamásLatinas, a site averaging 4 million unique visitors a month—had been looking to get into the millennial Latina space since November. “They saw that void; they saw that there was a need for real content for millennial Latinas,” she said.

Vivala will span a wide array of topics including style, fashion, beauty, travel, design, lifestyle and wellness, all from a Hispanic perspective. “I really felt that there was a need for this type of content,” said Capó.”

( via AdWeek..continue reading)