Meredith Debuts 'Parents Latina'

Meredith Corp. has launched a new English-language magazine targeting Hispanic mothers in the millennial generation. Called Parents Latina, it’s a spinoff of the company’s Parents and Ser Padres brands and  part of its Parents Network, which also includes FamilyFun and American Baby.

The new magazine will be published on a quarterly basis at first, with a guaranteed rate base of 700,000. Advertisers featured in the launch issue include L’Oreal, Procter & Gamble, Johnson & Johnson, SheaMoisture and Toyota.  

Meredith Parents Network content director Dana Points explained the decision to target young Hispanic women with English-language content: “Research shows that U.S. Hispanics are consuming more media content in English, reflecting growing acculturation.”

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In addition to Ser Padres, Meredith also publishes Spanish-language magazines including Siempre Mujer, a women’s lifestyle mag; Ser Padres Espera, for expectant mothers; and Ser Padres Bebé, for mothers of babies.

Meredith claims its Hispanic publications currently reach more than 5 million Hispanic women, including over 2 million millennial moms.

Parents Latina is part of a wave of new publications and media companies targeting younger U.S. Hispanic women with both Spanish- and English-language content.

Last year’s launches included ImpreMedia’s Chica Fresh, a digital lifestyle brand covering fashion, beauty, relationships, politics, travel and culture. Also last fall People en Español launched a twice-weekly online video program, “La Esquina” (The Corner), targeting Hispanic millennial women with bilingual content, including celebrity news and interviews as well as coverage of music, movies, fashion, and technology.

Earlier in 2014, Moguldom Media launched a new Web site, Latinamadre.com, targeting acculturated Hispanic moms who prefer English with a range of content, including parenting, fashion, romance, work and entertainment. In April, Entravision Communication re-launched a multiplatform media brand, Todobebe, targeting Hispanic moms with family and lifestyle content.

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