Latinas in the U.S. often straddle two worlds and sometimes it's this very duality that defines them. Diverse as they may be, a common thread is the strength they derive from their bicultural community.
On the approach of its 10-year anniversary, Latina magazine tapped REVOLUCION to conduct a brand audit and reader research initiative and to provide recommendations to stimulate growth in print and online.
We conducted focus groups in five markets comprised of subscribers (current and lapsed), newsstand buyers and potential readers. We dove deep into issues including the editorial/advertising mix, language usage, creative design, content areas and Latina.com.
Our creative team developed concepts that brought this duality to life. Print, out-of-home and direct mail pieces drove new subscriptions by demonstrating that Latina was the only magazine that came from the same place and danced to the same beat as today's Latina.
