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LAUNCHES ARE HAPPENING: Magazine advertising is hard to come by these days, but this month alone, Hearst Magazines is launching two titles: the premier issue of Food Network magazine and Mis Quince, a magazine aimed at girls who are planning their quinceañeras. The title will be sent out with select November issues of Seventeen, Cosmogirl and the winter issue of Teen, with a total distribution of 1.4 million. It also will be sold in all Wal-Mart newsstand copies of Seventeen and Cosmogirl. Seventeen publisher Jayne Jamison said the Hispanic market is growing, and 50 percent of girls who responded to Seventeen’s survey now spend between $2,000 to $10,000 on their big days. She added that Mis Quince’s circulation is larger than any other magazine aimed at Hispanic women.
Procter & Gamble has signed on as exclusive beauty sponsor, with ads for Cover Girl, Always, Herbal Essence and Secret. “We want to reach out more to the Hispanic consumer,” said Francine Gingras, P&G’s external relations beauty director. “These are the brands that are important to young women and it’s the age when they look to magazines for advice.” All ads will appear in English or Spanish in the magazines.
— Amy Wicks