Cosmopolitan, the iconic women’s lifestyle magazine, is launching a Hispanic-focused, English-language version, Cosmo Latina, in May, per Adweek, which reported the news earlier this week. Cosmo Latina aims to attract beauty and fashion advertisers looking for a platform to reach young, bilingual and bicultural Latinas.
Self-identifying bicultural Latinos (of both genders) make up 39% of the total U.S. Hispanic population, according to the 2011 edition of Horowitz Associates’ annual Focus: Latino report. That works out to about 19.5 million people, or 6.3% of the total U.S. population.
Overall, the U.S. Hispanic population, which is estimated at 50 million by the U.S. Census Bureau, wielded $1.1 trillion in spending power in 2011. This is expected to increase to $1.6 trillion by 2016. Bilingual and bicultural Latinos, who tend to be better-educated on average, likely account for a disproportionate amount of this spending power.
This growing population is critical to future profitability for big advertisers, according to a recent study commissioned by the Association of Hispanic Advertising Agencies and performed by Santiago Solutions Group. The study found that marketing efforts targeting Hispanics are correlated with overall revenue growth for consumer packaged-goods companies and CPG-based retail companies.
Cosmopolitan is enjoying success on a number of fronts. Long one of the bestselling magazines at print newsstands, over the last year the magazine became the first Hearst Corp. title to attract over 100,000 digital subscribers. READ MORE
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