Among the most recent initiatives is a new publication, Cosmopolitan Latina, that will start publishing in May and will be aimed at American-born Latin women who are bicultural and bilingual.
“A lot of marketers understand that they need to invest with the Latino market,” said Donna Kalajian Lagani, the senior vice president and publishing director at Cosmopolitan. But many Latinos, she said, “are digesting their information in English.”
According to the census, of the Latin women in the United States, more than eight million are native-born and older than 18. “She’s very Latina, but she’s also very American. You can’t separate the two,” Ms. Kalajian Lagani said of the new magazine’s intended reader.
