Hearst Cashes In on QuinceaƱeras

Will Launch Site for Hispanic Teens on Eve of 15th Birthdays

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NEW YORK (AdAge.com) -- The quinceaƱera market is booming in the U.S., with magazines, contests, featured episodes on MTV's "My Super Sweet Sixteen" and even a movie about the Latino celebration for the 15th birthday. On Aug. 29, a website from Hearst Magazines Digital Media, MisQuinceMag.com, will also target young teens getting ready to celebrate that special birthday.
MisQuinceMag.com will feature everything a girl needs to be ready for her 15th birthday party.
MisQuinceMag.com will feature everything a girl needs to be ready for her 15th birthday party.

Mis Quince premiered as a 20-page promotional last fall in CosmoGirl, Seventeen and Teen, all Hearst magazines. The insert will be repeated again this year with 24 pages in October-dated issues, to coincided with Hispanic Heritage Month, which runs from Sept. 15 to Oct. 15. The publication covers advice and articles about planning the celebration.

Choice of languages
The insert features ads from dress and footwear manufacturers to beauty companies. Editorial content is in English, but advertisers are given a choice of languages. Brands like Johnson & Johnson's Clean and Clear submitted Spanish-language ads, while Cover Girl did a mix of Spanish and English.

Eric Schwarzkopf, associate publisher of CosmoGirl, said the responses to the first magazine insert was strong, with 98% of readers surveyed saying they wanted to see the insert again. Forty-three percent of readers said they purchased items featured in the magazine.

Content on MisQuinceMag.com will be written in English and Spanish. In order to develop online content, the team behind MisQuinceMag.com collaborated with the editor in chief of Seventeen Mexico. The website will feature everything a girl needs to be ready for her 15th birthday party, including articles about dresses, ideas for planning the event and advice from celebrities. There will also be blogs by Shelbie Bruce, the young actress from the film "Spanglish," who will be celebrating her 15th birthday in November, and Isabella Wall, a quinceaƱera expert.

The website is being advertised on other Hearst teen network websites: CosmoGirl, Seventeen, Teenmag.com, eCrush and eSpin. The website has also entered an exclusive sponsorship with CoverGirl Cosmetics through the launch period, through the end of October.

Beyond 'the package'
Hearst won't disclose post-October plans, but Chris Johnson, a content director for Hearst Magazines Digital Media, said the site has potential. "One of the interesting things about this site is that we have some very interesting and unique opportunities that go beyond your usual package." The company is planning to include an application that will allow users to shop on the website, and let advertisers buy preroll spots on featured videos.

MisQuinceMag.com will join the expanding world of online Hispanic magazines. Its focus on U.S. Hispanic teens separates it somewhat from other websites that mostly tend to write for an older audience. "It's a growing market with increasing spending power, and when you look at the audience for pure spending terms, 57% of Latino youth are online daily," Mr. Johnson said.
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