Surveys indicate these consumers say they are the primary grocery purchasers and frequent users of hair coloring, home permanent treatments and nail polish.
The category divides into Spanish-language and English-language publications along with those that draw from both languages.
AUTO MARKETERS BUY IN
Now, automotive marketers are interested, too. Toyota Motor Sales USA buys advertising in "Estylo."
"Latina" became a monthly last June after its first full-year in circulation. It's target is the young, bilingual middle-class woman. Its advertisers include American Honda Motor Co., The Gap and Polo Ralph Lauren.
MicroMedia Affiliates' "Latingirl," which launched in January, is an English-language publication for teen girls that carries ads for product lines such as Skechers USA, Neutrogena Corp., Bonne Bell, Citre Shine, Caress and others.
Although a variety of publications catering to Hispanic women have been around for years, Time Inc.'s "People en Espanol" may have rang the bell that brought the advertisers running.
It become a monthly with a 170,000 rate base and in its first three weeks, the magazine received about 250,000 subscription requests. About 80% of its readers