Marketers and publishers are moving to keep pace with the evolving U.S. Hispanic market, including the growing numbers of younger, bilingual and bicultural Hispanic adults, many of whom were born in
the U.S. or arrived as young children, and prefer to consume media content in English at least some of the time.
With this market in mind, People en Español -- which,
as its title suggests, has traditionally presented celebrity content in Spanish -- is experimenting with English-language content in the form of a new magazine insert called Chica. According
to Ad Age, which first reported the news, the first edition of Chica, to be included with the magazine’s June issue, will consist of six pages of editorial content and six
pages of advertising -- all carrying ads from L’Oreal’s Maybelline and Garnier brands.
People en Español publisher Monique Manso told Ad
Age: “"Our research showed that Latinas don't want to be treated only as a Latina or an American. They want you, as an editor, to recognize their duality.” Meanwhile editor Armando
Correa stated: “Millennials comprise nearly a third of People en Español’s audience, and Chica’s editorial mix of celebrity and inspirational stories will
offer more of what they love.”
As noted, more media companies are targeting young Hispanics with English-language content. Last week, for example, Univision Communications
announced a partnership with Bedrocket to launch Flama, an over-the-top (OTT) digital video network targeting viewers ages 15-30 with English-language video inspired and influenced by Latin culture,
including comedy, music, sports and lifestyle content.
Forbes Digital Commerce, Opera Software Partner
Forbes Digital Commerce,
which operates a mobile payment system for Android operating systems, is partnering with Opera Software to enable Android app developers on the Opera Mobile Store to monetize their apps with in-app
purchasing using the Forbes digital commerce platform. The partnership will enable Android developers to incorporate mobile payments into their apps, as well as providing them with services
including virtual item catalogue management, various checkout methods and a Merchant of Record service. The partners will jointly promote their combined offering.
Kampinsky To EIC, Consumer Reports
Ellen Kampinsky has been named editor-in-chief of Consumer Reports magazine. Kampinsky previously served as
senior editor at Newsweek and The Daily Beast. Before that, she spent a decade at Glamour, most recently as news director, where she oversaw the magazine’s Women of
the Year Awards.
National Journal Names Top Execs to Government Executive Media
Constance Sayers Witherspoon has been
named president of National Journal Group’s Government Executive Media Group, while Tom Shoop has been named executive vice president and editor-in-chief of the group, National Journal Group CEO
Tim Hartman announced this week. Hartman stated: “Connie’s deep understanding of the public sector combined with her natural leadership talents make her an ideal choice to steward
Government Executive’s expansion as we continue our move into the defense and state and local arenas.”