Latino Magazines Are Proving Their Online Potential

'Latina' and 'People en Espanol' Sites Grow Rapidly

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NEW YORK (AdAge.com) -- Hispanic magazines have lagged behind general-market titles in developing websites that do more than promote the print edition, but the two largest, Latina and People en Espanol, are catching up fast.
The websites of 'Latina' and 'People en Espanol' are proving to be very attractive to Hispanic consumers.
The websites of 'Latina' and 'People en Espanol' are proving to be very attractive to Hispanic consumers.

Latina.com
Latina Media Ventures, publisher of English-language women's monthly Latina, relaunched Latina.com in March 2006 and predicts that the site's online advertising, estimated at $150,000 in 2005, will grow to close to $1 million this year.

"We're becoming a multimedia company, with print, online and experiential marketing," said Fabio Freyre, a former Sports Illustrated publisher who joined Latina in February 2005. Three advertisers -- L'Oreal, DaimlerChrysler and Kodak -- have bought packages that include print, online and the magazine's five-city Latina Nation tour that starts Sept. 15, he said.

Online newsletter
Since April, 75,000 visitors to Latina.com have signed up for a weekly online newsletter, and a sales director for the website has just been hired.

At peopleenespanol.com, the daily updates, breaking news and farandula, or gossip, are joined by behind-the-scenes coverage and videos from "Los 50 Mas Bellos," the magazine's popular annual "50 Most Beautiful" ranking, said Jackie Hernandez-Fallous, publisher of People en Espanol. New this year, Verizon Wireless users can download pictures of the beautiful people to their cellphones.

Time Warner sibling AOL Latino sells peopleenespanol.com's online inventory, to marketers including Ford Motor Co., DaimlerChrysler, Procter & Gamble's Cover Girl and Motorola. This month People en Espanol will start selling content-integration boxes for its website, containing online content created with an advertiser that will be integrated with relevant content on the site.

The traffic-driving issue
Ms. Hernandez-Fallous said one issue for Hispanic magazines' websites is that unlike in the general market, where traffic is driven through links to and from vast numbers of sites, there are few Hispanic sites to provide links. "It's all about driving traffic," she said.

But people are surprised when they see the statistics about Hispanic web users, she said. "There are 16 million Hispanic consumers online, more than half on broadband. And Hispanics over-index on instant messaging, downloading and sharing music."

Latina's and People en Espanol's print versions aren't suffering as their online efforts grow: Both are posting double-digit growth in 2006 ad pages.
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