• by Erik Sass  @eriksass1, August 12, 2015

Now over 55 million strong, the U.S. Hispanic population is an alluring market for brand marketers, which are especially focused on the fast-growing Hispanic millennial demo. On that note, a new generation of publications has sprung up, aiming to help advertisers connect with this lucrative audience through bilingual, bicultural content tailored to their needs.

This week, online publisher CafeMom announced the launch of Vivala.com, a new Web site serving millennial Hispanic women with career, fitness, fashion, food, lifestyle and beauty content. Reflecting the linguistic trends and media consumption patterns in its target audience, Vivala’s content is delivered primarily in English but with some Spanish and “Spanglish.”

Vivala editor-in-chief Zuania Capó previously worked as an executive editor at People en Español and Siempre Mujer, among other publications.

The site launched with seven original Web series created by popular bloggers and celebrities, including one featuring Jackie Cruz, star of Netflix’s “Orange is the New Black.” T

It is also hosting the “Vivala Spotlight Search” to find new online video talent, with a judging panel that includes Cruz and others, as well as an Insiders Program that also encourages frequent visitors to contribute original content.

In its first month of publication, Vivala attracted over 300,000 unique visitors, according to CafeMom. CafeMom’s other online publication targeting Hispanic women, MamásLatinas, currently reached over 4 million unique visitors in the U.S. every month, according to the company.

As noted, Vivala is just one of a number of new publications targeting millennial Hispanics, particularly women. Earlier this year, Meredith Corp. launched a new English-language magazine targeting Hispanic mothers in the millennial generation, called Parents Latina, a spinoff of the company’s Parents and Ser Padres.

Last year’s launches included ImpreMedia’s Chica Fresh, a digital lifestyle brand covering fashion, beauty, relationships, politics, travel and culture, and Latinamadre.com, a new Web site from Moguldom Media targeting acculturated Hispanic moms who prefer English with content about parenting, fashion, romance, work and entertainment.

Also last year, Entravision Communication re-launched a multiplatform media brand, Todobebe, targeting Hispanic moms with family and lifestyle content.