Condé Nast and Hearst Corp. are going head-to-head to get a cut of the booming Hispanic market. Glamour is poly-bagging with its April issue a new supplement, the digest-size Glam Belleza Latina, or Latin Beauty, with a quarterly frequency aimed at its self-described Latina subscribers. Hearst had already branched out with Cosmopolitan for Latinas in May as a biannual, but it’s going quarterly in 2013, with the same on-sale dates as Glam.
To create a magazine catering to Hispanic women is a natural move, given the shifts in the United States’ demographic makeup. Time Inc.’s People en Español and Latina magazine got there first with launches more than 15 years ago. Condé and Hearst are playing catch-up. “The goal is to sit atop of the pyramid,” said Glamour publisher Bill Wackermann.
The supplements are an acknowledgement of the increasing value of Hispanics to advertisers; their buying power is estimated to reach $1.2 trillion this year. “The reason advertisers are so interested now is because the market and the consumer are booming,” Wackermann said.
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