What is missing from Hispanic womens mags?
All of the media planners interviewed by Portadatm said there is too much emphasis on entertainment in Hispanic magazines. Cardenas admits that Hispanics do like entertainment, but she and her clients would like to see something meatier. Cardenas describes it as “a sort of void” between entertainment magazines which are gossipy and light on one end, and dryer business magazines like Hispanic Business on the other. “There’s a lot of room in between for magazines on health and women’s empowerment, especially for women in their 30’s and 40’s.” These magazines do exist. CATALINA caters to English-dominant professional Hispanic women ages 24-54, Ser Padres caters to Spanish dominant new moms, and LATINA Style targets educated and affluent Latina professionals. Shape en Español targets the health conscious Spanish dominant Latina, which according to Varela should be a welcome platform for pharmaceutical companies wanting to reach Hispanic women. AMI Latino also announced plans to launch Fit
