Although showing up late to a party kicked off by magazines for women, the newcomers are dramatic proof that segmentation is here.
"With magazines in general, people go to the female market first and foremost," says Rich Russey, publishing director at Time Inc.'s Sports Illustrated, which last April introduced the 500,000-circulation, controlled-distribution Sports Illustrated Latino. "Women buy on newsstand a little more readily than men."
SI Latino published three times in 2005; it plans four issues for 2006 and greater frequency in 2007. Time Warner's big Hispanic database, boosted by titles like 450,000-circulation People en Espanol, helps target SI Latino, which is mailed to Spanish-speaking homes with an affinity for sports.
Other men's titles like Editorial Televisa's Maxim en Espanol, H.I.T. Communications' bilingual Hombre and Harris Publications' English-language Fuego also target men, but sports is the most frequented path to the male Hispanic, especially in a year that will be dominated by the World Cup.
ESPN Deportes la Revista, a joint venture between Walt Disney Co.'s ESPN and Editorial Televisa, launched last year as a monthly. And monthly Fox Sports en Espanol, product of a licensing agreement between News Corp.'s Fox Pan American Sports and Cuatro Media, will launch March 24, with 700,000-800,000 copies distributed in seven Spanish-language newspapers in major cities.
The magazine will split the U.S. with two separate editions featuring different covers, says Luis Vi¤uales, the title's editor and a founder of Cuatro Media. An edition for the Western U.S. will focus on soccer, the sport Mexican-Americans are passionate about; the East Coast edition will be heavier on baseball and boxing, which have more appeal to Carib-bean Hispanics.
Finally, Sensacion Marketing, publisher of Futbol Mundial, branched out last year with Beisbol Mundial and soon is taking it monthly.
"We see tremendous growth in Hispanic periodicals, with an increasing number of regional publications, such as Tu Ciudad Los Angeles and Ser Magazine in Laredo, Texas, as well as an increase in national publications such as Siempre Mujer," says Deborah Striplin, editorial director of the Standard Periodical Directory, which was released Jan. 17.
Publishers are targeting every demographic niche, from Randall Publishing's Trucker News en Espanol to the 400,000 Hispanic girls who turn 15 each year. The magazine for them will be Quince Girl, devoted to everything to do with the elaborate quince- a¤era parties for Latin girls' 15th birthdays.
Hispanic print "is one of the last frontiers. Television is very developed. Radio is very developed. Print magazines and online are next," says Ruth Gaviria, executive director of Meredith Corp.'s Siempre Mujer.