Latina Media Ventures, the new name of Latina Publications following a $20 million investment by Solera Capital, is on track for expansion into Web and other areas, said `Latina' Publisher Christy Haubegger. The executive and Essence Communications continue as major shareholders in the company.
"The [Hispanic women's] market is incredibly underserved. We haven't had our Oprah [Winfrey] or Martha Stewart. We don't have TV shows that are geared to us," she said. "It's been satisfying to change the complexion of the newsstand. Now we want to be on your computer, your cell phone and TV."
Ms. Haubegger expects the Web will be the first area of attention. "We are in a good position to learn from what happened in the last 12 months. There might be opportunities for acquisitions in the Web space." She also plans to explore syndicated TV programming and book publishing.
"For Gap, Tommy Hilfiger USA, Calvin Klein, we remain the first and only advertising they've done for the Hispanic market. They have high expectations from us and want to know other ways to reach the consumer," she said.
Grolsch breaks first Spanish ads in Miami
Seagram Beverage Co.'s Grolsch Premium Lager recently launched its first-ever Spanish-language marketing effort in the Miami/Fort Lauderdale market. The radio campaign themed "Grolsch como ninguna"( Grolsch unlike any other). Sanchez & Levitan, Miami, handles. The Grolsch effort may be extended to other markets in the future.
LatinaTeen.com hears pitches for ad account
Latin America Online is reviewing Hispanic advertising agencies to handle advertising for its newly launched portal LatinaTeen.com. The portal is a bilingual site geared to U.S. Hispanic girls. Its network also includes Xumbido.com, a music portal and Microsystemas.com, a direct-to-consumer computer sales site. LatinaTeen.com is in negotiations with potential banner advertisers.
Siboney USA gets milk
Dairy Management Inc. and the Milk Processor Education Program has tapped Siboney USA, New York, to develop a strategy to increase milk consumption among Hispanics and adapt "Milk Mustache" and "Got milk?" ads.