Quince Girl, which targets young Hispanic women who are preparing for their "quinceanera," which is essentially a Hispanic version of an American girl's sweet 16, is bringing together readers and advertisers in a novel approach. The magazine is in the midst of a running an event tour hitting major Hispanic markets like Houston, Los Angeles, New York, Dallas and Miami featuring elaborate fashion shows and dances. The first event drew over 5,000 people in Houston. Quince Girl's publishers said the objective is to bring together readers and advertisers during essentially what is a planning period for a "mini-wedding" sans a groom. From what I understand, on most occasions, all family members take part in the planning, which presents a unique opportunity for advertisers to reach not just the Hispanic youth target, but the entire family with messaging as well. Perhaps what's most interesting, is the other comment the Quince Girl publisher made saying "the word Hispanic is virtually meaningless, since Spanish speakers in the United States come from dozens of countries with vastly different cultures." But the quinceanera, he goes on to say, "is one of the few unifying elements in diverse Latina markets." Very interesting stuff...I guarantee, given the buzz around specialized Hispanic media, if this mag takes off, bigger media companies will be knocking the door down to buy them.
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