Latina’s Editorial Director Exits

Latina Media Ventures announced another management shakeup, and this time, Latina editorial director Mimi Valdes is gone.

Latina publisher Lauren Michaels and Galina Espinoza (who was a senior editor at People) were named co-presidents. Michaels will continue to serve as publisher, and Espinoza will take over Valdes’ role as editorial director.
Valdes previously was editor of hip-hop magazine Vibe. During her two-year run at Latina, she had tried to take the Hispanic-aimed magazine more upscale, featuring more fashion, beauty and luxury products in the pages.
Valdes was the latest of Latina’s top executives to leave in recent months. Late last year, Cindy Lewis left as president after two years in the position. Peter Glusker, who was CEO, has also left.
Like other niche publications, Latina has been punished by the recession. Ad pages tumbled 29 percent to 561 in 2009, per the Mediaweek Monitor. There’s been some recovery this year, however; through May, pages are up 17 percent to 211.
The magazine’s newsstand sales, seen as an important barometer of reader demand, fell a steep 33.1 percent in the second half of 2009, according to the Audit Bureau of Circulations. Total circulation was off 3.5 percent, to 508,002.