'Latina' dances into spotlight

Calvacca, Lorraine
March 2000
Advertising Age;3/13/2000, Vol. 71 Issue 11, special section ps8
Trade Publication
This article focuses on the performance of the Latina magazine in the U.S. market. By all measures, the 4-year-old bilingual monthly for Hispanic women is thriving. Advertising pages were up 34.7% to 576.09 pages in 1999 over 1998, and total paid circulation grew to 175,206, a 28.9% increase over the same period the previous year. The national lifestyle magazine also landed an impressive roster of first-time advertisers, including Ann Taylor, Bisou Bisou, Bebe and others. The March and April issues closed with 70 advertising pages each, and May topped that with a record 86 pages for the title. President and publisher Christy Haubegger projects this year will see a 30% increase in advertising pages over 1999. The engine of growth has been the fashion and retail categories and Haubegger says Latina will keep paying a lot of attention to those categories.


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