Hearst to Launch MisQuinceMag.com

NEW YORK Hearst Magazines said it would launch MisQuinceMag.com, a service-oriented site that will be aimed at 15-year-old Latina girls who are planning their quinceaneras, a traditional sweet-16-like celebration common to much of Latin America and the U.S. Hispanic community.

MisQuinceMag.com, which debuts by month’s end from Hearst Magazines’ digital media division, is the result of the success of “Mis Quince,” a promotional insert that appeared last fall in CosmoGirl, Seventeen and Teen magazines.

Like that insert, the bilingual site will mix practical planning advice on subjects such as dress shopping with celebrity interviews, videos and various outlets for user-generated content.

With an estimated 400,000 quinceaneras celebrated in the U.S. each year, Hearst officials said there is a clear void for the company to fill when it comes to serving these teens.

“MisQuinceMag.com is the ultimate source for planning the most important event in a Latina teen girl’s life and beyond,” said Christopher Johnson, content director, Hearst Magazines digital media. “This new site has an empowering message to share with a sector of the teen population that is often under-recognized.”

Author Isabella Wall, the self-described “Fairy Godmother of quinceaneras,” is scheduled to blog regularly on MisQuinceMag.com, as well as the young actress Shelbie Bruce, who turns 15 this November.

Besides offering quinceanera-related content, the new site will also feature social networking and dating aspects, according to Hearst, as the company plans to integrate tools from eCrush.com that will enable young girls to seek the traditional quinceanera escort.