Cosmopolitan magazine is creating a strategy to help advertisers reach the growing Hispanic market, including a stand-alone edition to launch in May 2012. In addition, 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, Herrera Mulligan is a journalist with 10 years of experience capturing the surging Latina voice in the U.S.
“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?”
To kick off the initiative, Cosmopolitan is partnering with Aegis Media’s Carat to share key findings from a groundbreaking new research study, CCS Latino, with the media community. “The research clearly shows that there is a sizable segment of the female Hispanic population that feels strongly about both their Latina and American sides,” said Laura Hernandez, SVP, multicultural, Carat. “She is making strong, independent brand choices, and traditional Latino channels are not meeting her media needs. As we continue seeing the evolution to ‘Total Market,’ this is the kind of untapped opportunity for the media community that Cosmo is taking a pioneering role in.”