Hearst’s Quinceanera

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The ultimate sign that your ethnic group has made it into the American mainstream is when Hearst goes after your demographic. Hearst Digital Media just launched a new, quinceanera-dedicated site, Misquincemag.com. For those readers unfamiliar with it, a quinceanera is the Latin American version of a Sweet 16, only, well, for the 15th birthday instead. Loud dresses (as pictured) are the rule of the day and, as 2nd generation Latino immigrants make their way up the economic ladder, there’s plenty of sweet advertising lucre there for Hearst.

The bilingual site will launch in September. Press release after the jump.

— Neal Ungerleider


HEARST DIGITAL MEDIA LAUNCHES MISQUINCEMAG.COM,

AN ONLINE MAGAZINE FOR LATINA TEENS, FROM THE PUBLISHER OF COSMOGIRL!, SEVENTEEN AND TEEN

New York, NY (August 10, 2007) ― Hearst Magazines Digital Media today announced that it will introduce MisQuinceMag.com, an online magazine and idea resource which aims to help 15-year-old Latina girls plan for their quinceañeras and the next 15 years of their lives. MisQuinceMag.com, which goes live on August 29, is a bilingual site which offers a rich and compelling online experience by way of celebrity interviews and advice, e-cards, weekly sweepstakes, videos, make-up how-to’s, flipbooks, blogs and more.

Based on Mis Quince, a promotional insert that launched in the October 2006 issues of CosmoGIRL!, Seventeen and Teen magazines, MisQuinceMag.com takes its print counterpart to a whole new level by making its advice, information and planning resources available 24/7 from anywhere in the world. The site will fill a much-needed void in the online community, as the U.S. Census Bureau estimates by 2015 that one-third of the U.S. population 19-years-old and younger will be Latino. To date, as many as 400,000 girls celebrate their quinceañera annually in the U.S.

“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. With MisQuinceMag.com, we hope to inspire Latina girls to reach their dreams, as well as raise cultural awareness within the entire teenage community.”

Site features include:

* Celebrity Interviews: Teens can garner advice and words of wisdom from prominent celebrities, including Ugly Betty’s Ana Ortiz, R&B singer Paula DeAnda and hairstylist-to-the-stars Ken Paves.

* Videos: Includes original music videos with Carlos Santos, host of Mi TRL on MTV Tr3s, and make-up how-to videos with celebrity make-up artist Mally Roncal.

* Blogs: Dubbed the “fairy godmother of quinceañeras,” Isabella Wall, the country’s leading quinceañera expert, blogs with advice for planning the big day. In addition, Shelbie Bruce, known for her role in Spanglish and her perfume line, will blog about turning 15 in November.

* Flipbooks: Users can browse selected dresses, accessories, shoes and photos from celebrity and “real girl” quinces.

* Additional Interactive Tools: Teens can search for their quinceañera escort, known as a chambelán, through an online tool which integrates Hearst’s social networking site eCRUSH.com; send messages with customized e-cards; participate in weekly sweepstakes and more.

Designed and developed by Hearst Magazines Digital Media, MisQuinceMag.com will be promoted on CosmoGIRL.com, Seventeen.com, Teenmag.com, eCRUSH.com and eSPIN.com, reaching more than 3.5 million unique monthly visitors. In addition, MisQuinceMag.com will be promoted in each magazine’s Mis Quince insert in the October issues, on newsstands in September. CoverGirl Cosmetics has signed on to be the site’s exclusive sponsor through the end of October.

Launched in March 2006, Hearst Magazines Digital Media is a unit of Hearst Magazines dedicated to creating and implementing the digital online and mobile strategy for Hearst’s magazine brands and other sites which serve the company’s consumers and audience. Hearst Magazines is a unit of Hearst Corporation (www.hearst.com) and one of the world’s largest publishers of monthly magazines, with nearly 200 editions around the world, including 19 U.S. titles and 20 magazines in the United Kingdom, published through its wholly owned subsidiary, The National Magazine Company Limited. Hearst reaches more adults than any other publisher of monthly magazines (74.1 million total adults, according to MRI, spring 07).