Ruth Gaviria, publisher and executive director of Meredith Hispanic Ventures, will head the launch. Ms. Gaviria, a former director of marketing and brand development at People en Espanol, joined Meredith in January 2004 to help the publisher tap the potential of the Hispanic market with shelter and women's service titles akin to its Better Homes & Gardens and Ladies' Home Journal.
Meredith expanded into the Hispanic market after acquiring the American Baby group last year, which brought in Hispanic parenting titles such as Espera, 12 Meses and Healthy Kids en Espanol. But this is the company's first Hispanic title launch outside that group.
The new magazine's editorial will be headed by editor in chief Johanna Buchholtz-Torres, the former editor in chief of Ser Padres magazine. Meredith has initially signed with direct marketer Home Interiors & Gifts to sell subscriptions for the launch through its unit of Hispanic consultants. The company already has a marketing alliance with Home Interiors & Gifts to market home-decor products under the Better Homes & Gardens brand name.