This week’s Hispanic Media Spotlight is with Eric Baca, editor in chief of Latino Leaders Magazine. Latino Leaders Magazine is a member publication of the National Association of Hispanic Publications (NAHP), which is hosting its annual convention this year in Albuquerque, NM, March 10 to 14.  To register for this national convention, which brings many of the leading Latino publishers together every year, go to Leaders logo

HPRB: What is the circulation, frequency and geographic scope of your magazine?

ANSWER: As of June 2009, our circulation is 204,000 readers. Latino Leaders is a national publication with readership in every region of the country — Southwest, Northeast, etc. Currently, we are producing between seven and nine editions each year.

HPRB: What makes your magazine stand out?  What is your unique value proposition?

A: Since its inception in 2000, Latino Leaders has successfully featured the most prominent Latino leaders in the country, including politicians and CEOs of Fortune 500 companies. Perhaps, though, Latino Leaders most significant quality is its unique ability to seek out those lesser known, although very relevant leaders in various industries — education, finance, advertising and many more. The indexes we publish in nearly all editions highlight this strength very well. What we offer, then, is access, access to that level of leadership which otherwise might be unattainable. The profiles give insight into the professional and personal lives of these leaders, many who are inspiring the next generation of leadership.

HPRB: What is the demographic profile of your key readership audiences?

A: Before 2010, our readership was very similar to our content — those whom we interviewed were also readers. Now, however, we realize a certain responsibility to both target and highlight the up-and-coming Latinos. Much of our feedback is about how one becomes a leader, how one gets on that path. By passing on these stories of proven leaders, the younger generation, those future leaders, are getting exposed to those. All of that is not to say that we have strayed from our core readership, which includes state and federal politicians, Latinos working in global markets as well as professors of prestigious universities.

HPRB: What is your publication’s web address and how frequently do you update your web site?

A: Our Web site address is We currently update our Web site bi-monthly.

HPRB: What is your approach to publishing news content online?  How often do you post stories and what percent of your print stories do you post?

A: Latino Leaders Magazine has always believed that it was more than just a magazine. The stories and content offer advice and guidance for many. For that reason, we publish the entire contents in a digital version, which is available on our Web site free of charge. For those looking just to get a sample of whom our magazine targets and features, we offer those on the Web site as well.

HPRB: Who are some of the key media contacts at your publications and what kinds of stories/topics that each of them covers?

A: All media inquiries should be directed to the editor, Eric Baca. Latino Leaders Magazine is always open to reviewing potential story ideas.

HPRB: What topics are of special interest to your publication and which ones are definitely not?

A: In keeping with its 10-year heritage and mission, Latino Leaders is open to all stories that demonstrate or convey a spirit of leadership regardless of industry. Topics like celebrity news and other pop-culture items are not often published. More than that, Latino Leaders Magazine prides itself in offering content that no other outlet can offer. For that reason, stories of Latinos championing various segments of industry will always be in-fashion for the duration of the magazine.

HPRB: What are the best days and hours to reach your staff with a specific type of story or interview?  What is the worst?

A: Latino Leaders Magazine is open Monday through Friday, 9 a.m. to 5:30 p.m. (CST). The editor, Eric Baca, handles and receives all story suggestions both over the phone and email. Aside from the weekend, Latino Leaders Magazine is open to all inquires during business hours or anytime by email.

HPRB: What are your policies in terms of accepting press kits, photos and/or multimedia video files?

A: Latino Leaders Magazine is always accepting press kits and other related materials. There are currently no standing policies regarding submission of other related media.

HPRB: Is there anything you would like to add about your publication or about working with your magazine?

A: Latino Leaders Magazine is always looking for new ways to implement and spread its message of the growing amount of Latino leaders in this country. We welcome support in the form of friendships, partnerships and other alliances that might help us achieve this mission. In addition to the magazine, Latino Leaders also hosts four annual events that honor and award those Latino leaders who have made significant contributions to his or her specific areas.

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