'Cosmo Latina' Takes Aim At Bicultural Readers

When Hearst Magazines launches Cosmopolitan Latina in May, it will target an audience that brands are growing increasingly aware of: the millions of young, bilingual and bicultural Latino Americans. And it won’t be like the Spanish-language magazines that already dominate the market. For starters, it will be in English.

“What typically happens when you have a magazine or product targeted toward Latinas is, it has a very wholesome, family approach,” said the magazine’s editor, Michelle Herrera Mulligan.