Hearst Sees Pretty Bit of Business in Quinceanera

Teen Titles to Feature 'Mis Quince' Aimed at Hispanic Girls

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NEW YORK (AdAge.com) -- Sweet 16 parties are a year too late for Hispanic teen girls, who celebrate their 15th birthday in a celebration known as quinceanera. Hearst Magazines, already a big player in the prom-magazine game, spied a pretty business opportunity in quinceanera and has planned a 16-page removable section called "Mis Quince" to arrive in October subscriber copies of CosmoGirl and Seventeen, as well as the fall newsstand issue of Teen.
'Mis Quince' inserts will appear in Hearst's 'Seventeen' and 'Cosmo Girl' in October.
'Mis Quince' inserts will appear in Hearst's 'Seventeen' and 'Cosmo Girl' in October.

"Many of our prom marketers asked us not if but when we were going to create a magazine that spoke to this market," said Jayne Jamison, VP-publisher, Seventeen.

Year-round business
Hearst has long published CosmoGirl Prom, Seventeen Prom and Teen Prom, but prom season comes only once a year. Executives there -- and elsewhere -- have noticed that the quinceaneras offer many of the same business opportunities year-round.

Last March saw the debut of Quince Girl, an independent title publishing once this year but twice in 2007. Its Web site, quincegirl.com, includes tools like a dress finder and seasonal content. And all kinds of media companies are moving to tap the Hispanic market better and more broadly, most recently this week, when Yahoo and Telemundo struck a deal to combine Yahoo en Espanol and Telemundo.com into Yahoo Telemundo.

Ad pages sold
Hearst has sold eight ad pages to dress and beauty marketers for the debut of "Mis Quince" and hopes to sell more down the road. "We believe we have the opportunity to do this more within the pages of the magazines, more throughout the year, and if it really takes off it could become its own entity," said Kristine Welker, VP-publisher, CosmoGirl.

The first issue "Mis Quince" will include a Quince countdown and prep list, articles on dresses for the ceremony and for the party after, beauty tips and "real girl" stories from quinceaneras past.
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