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Chicago Tribune

New Lifestyle Magazine Targets Hispanic Women

By Mary Daniels, Tribune staff reporter.

13 February 2005
Copyright © 2005 Chicago Tribune. All rights reserved.

Meredith Corp., publisher of Better Homes and Gardens, Ladies' Home Journal and More magazines, has announced it will launch its first lifestyle and shelter magazine for Hispanic women in September.

Editor in chief Johanna Buchholtz-Torres, who has 17 years experience in the Hispanic media market, will be responsible for creating editorial material for !Siempre Mujer! (Always A Woman).

The new magazine, which will be published every other month, is being positioned to address the growing marketplace of Hispanic women and homeowners.

According to the U.S. Census Bureau, says Buchholtz-Torres, "within the next 10 years, one in five new homeowners will be Hispanic." The Hispanic market currently represents $600 billion in spending power, a figure that will grow to $1 trillion by 2010, Meredith Corp. says.

There will be a newsstand component for "!Siempre Mujer!," she says. But in the main, Meredith, one of the nation's leading media and marketing companies, will extend its marketing alliance with Home Interiors & Gifts Inc. to launch the new publication.

Home Interiors currently develops and markets a line of home decor products under the Better Homes and Gardens brand name.

This alliance will use the 30,000-member Hispanic segment of the Home Interiors sales force to sell subscriptions to !Siempre Mujer! directly to Hispanic women in the U.S., Puerto Rico, Mexico and Canada.

The magazine will address the challenges Hispanic women face in trying to preserve their heritage and culture, Buchholtz-Torres says.

"In many ways, I have experienced it myself," says Buchholtz-Torres, who was born and raised in Puerto Rico and now lives in Long Island, N.Y.

"To me, my Puerto Rican culture is very important. The idea is trying to get the best of both worlds without losing your identity. . . . As part of this country, we want to embrace the opportunities that are here. It is all a matter of being able to make that balance."

"Home interiors will be one of the most exciting parts of this project," she says of the new magazine. There are not a lot of Spanish magazines, and not a lot of tools for the Hispanic woman in this area.

"Addressing home interior issues is very important," she adds.

"We will highlight some homes, but in the context of before and after. [We'll] give a lot of tips [on] how to decorate a room cheaply, make the best of small spaces."

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