People en Espanol Hires TV Exec as Publisher

Lucia Ballas-Traynor Comes From Spanish-Language MTV Spinoff

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NEW YORK ( -- Time Inc.'s People en Español has named a Hispanic TV executive, Lucia Ballas-Traynor, as publisher of the leading Spanish-language magazine. Ms. Ballas-Traynor joins the monthly title Aug. 18 from Viacom's MTV Tr3s, the U.S. Hispanic version of MTV, where she was senior VP-general manager.
Lucia Ballas-Traynor
Lucia Ballas-Traynor

People en Español has been without a publisher since Jacqueline Hernandez left in April to join NBC Universal-owned Spanish-language TV network Telemundo as chief operating officer. People en Español's monthly circulation is 515,000, and the magazine's 2007 ad revenue was close to $50 million.

Experience mostly in TV
Ms. Ballas-Traynor has spent most of her career at Spanish-language TV giant Univision Communications. Her last job there was at Univision's cable channel Galavision, where she was promoted to general manager in 1999. She turned Galavision into an innovative bilingual channel targeting U.S. Hispanic youth, but Univision opted to return to cheaper Mexican imports in search of higher ratings, and Ms. Ballas-Traynor left the company.

Unusual for a publisher at a Time Inc. title, her experience is largely in TV except for a stint as sales director of Mas Magazine, an Entertainment Weekly-like magazine that Univision published for a few years in the early 1990s, partly to promote its own TV celebrities. People en Español may have widened the search because there isn't a big pool of top Latin magazine execs for a publisher's job.

Ms. Ballas-Traynor joined MTV in late 2005 and relaunched MTV en Español, a virtually nonexistent channel that had almost no distribution and had gotten little attention from MTV, in September 2006 as bilingual, bicultural MTV Tr3s for young Hispanics. Distribution has been ramped up to 6.4 million Hispanic TV households.
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