• by Erik Sass  @eriksass1, April 2, 2014

The U.S. Hispanic population is growing fast -- and young Hispanic moms, in particular, are an increasingly important demographic for advertisers looking to tap into the Hispanic market. With that in mind Entravision Communications, which already owns a number of Spanish-language TV and radio stations, is re-launching a multiplatform media brand, Todobebe, targeting Hispanic moms with family and lifestyle content.
 
Founded in 1999, Todobebe previously operated as a digital publishing company with private equity backers before shutting down in 2012. Entravision acquired the brand in 2013. Still centered on a Web site, under Entravision’s ownership Todobebe.com is expanding its content offerings to include branded content and programming on mobile, TV,  radio and point-of-sale marketing services. It reaches U.S. Hispanics, as well as consumers across Latin America. 

Todobebe’s coverage focuses on pregnancy and parenting during early childhood, along with beauty, lifestyle, and human interest content, with articles and video. Entravision is promoting the brand with local segments hosted by Entravision reporter Vanessa Bernal during Univision’s “Despierta America,” as well as features, specials, digital chats, and personal appearances also featuring Bernal.
 
"Todobebe's focus on Latino moms offers a unique and exciting opportunity for brands to engage this growing audience, at a time when new purchasing habits are being formed," stated Entravision Chief Revenue Officer Mario M. Carrera.
 
This is not the first new digital media platform targeting Hispanic moms. Earlier this year, Moguldom Media launched a new Web site, Latinamadre.com, targeting acculturated Hispanic moms who prefer English with parenting, fashion, romance, work and entertainment content. Moguldom already operates a number of other Web sites targeting niche female audiences, including Madame Noire, Bossip, Lossip, Mommy Noire, and StyleBlazer .