Hola! magazine is shifting its U.S. strategy — ending its print run and solely producing a digital-only publication geared to upscale millennial U.S. Latinas.
Its site, with both English and Spanish editions, focuses on seven verticals: celebrities (from Selma Hayek to Selena Gomez), health/beauty, fashion, lifestyle, food, royals and videos.
Alex Traverzo, marketing director, HOLA! and HOLA.com USA, credits “authentic, in-culture conversations” for the site’s success. “Cultural relevance also improves ad effectiveness … and positively impacts the branded content we create for our clients.”
Its top digital advertisers include Estée Lauder Companies, Ulta Beauty, Sephora, MARS, Unilever, Target, Toyota, Porcelanosa, and Childrensalon.
Hola! U.S. editionclaims 2.5M unique visitors across HOLA.com sites, and over 3.4M followers across its social-media channels.
“2020 marks the year of clear Latinx influence — as a growing electoral force and as one of the nation's leading economic growth engines with buying power set to reach well over $2.3 trillion,” stated Sylvia Banderas Coffinet, publisher/Chief Brand-Revenue Officer, HOLA! and HOLA.com USA.
Coffinet told Fipp, Connecting Global Media: “Hola! USA has been able to establish its brand firmly in the minds and lifestyles of the U.S. Latino target market, because the brand has been focused on breaking stereotypes.
“In the case of the U.S. version, the greatest challenge for us, is to create a Hola! that is authentic to the core of brand values and an authentic U.S. Latino experience for this consumer,” Coffinet said. “Which is a very tall order because it's one of the most complicated markets in the world.”
As Hola! USA’s audience grows, so do Hispanics’ media impact. U.S. Hispanics are 38% more likely to stream music, 37% more likely to watch or download movies, 11% more likely to watch video clips on their mobile devices, per Nielsen. U.S. Hispanics account for 9% of monthly podcast listeners, notes Edison Research.
There are an estimated 55.4 million Hispanics in the U.S., and that number is projected to double in size by 2060.
The ¡Hola! Group publishes 30 international editions in 10 languages across five continents. The 75-year-old international brand is in 120 countries and is the largest global Spanish publisher in the world.