NEW YORK: Latina, the lifestyle magazine for Hispanic women, has retained New York-based Andy Morris & Co. for a media outreach campaign.
The goal will be to promote the magazine and its staff as authorities on Latina culture, and establish the magazine as an influence on US Hispanics.
"The messaging strategy will be that Latina is the touchstone and barometer for Latina culture in this country," said Judith King, principal and copartner of the agency. "We want Latina to be seen as a bullhorn for the burgeoning population."
Latina was launched in 1996, and is tapped into a growing segment of the population
that is increasingly a target for advertisers.
"The niche is so good," King said. "It's large, and has explosive buying potential."