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It's obvious why publishers are targeting the Latina market: there are nearly 7 million Hispanic women between the ages of 21 and 49 and another 9 million girls between the ages of 12 and 20.

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.


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

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