The San Francisco media company, PopSugar has launched a new page platform intended to appeal to the younger Latina community.
You can find news and content all about celebrities, fashion and all things lifestyle on the PopSugar site. They even own the fashion search engine ShopStyle. Their appeal is already geared toward all women, so why have they focused on Latinas in particular?
The company’s chief marketing officer Anna Fieler told WWD:
“When we looked at who is coming to our site we found we’re already naturally attracting a robust set of the Latina audience. This was a very natural next step toward expanding our reach. The Latina market is so huge and fast-growing.”
ComScore reveals that one-third of U.S. Latina Millennials are using the PopSugar site and 95 percent of them browse the site through their mobile phone. Fieler says in general 70 percent of their users access their website through a mobile phone.
For PopSugar Latina they have their own Latina editor, Alessandra Foresto. Foresto has experience working with O, The Oprah Magazine and Fit Pregnancy. She will oversee all the content and all the added staff that has yet to be revealed.
The Latina PopSugar will be a particular section of the site and will be a mix of PopSugar’s regular content plus more that is specific to the Latina community.
When bringing up why the company did not launch a whole new website, Fieler said, “It didn’t make sense. It should be a seamless blend of everything else she loves and not a separate experience.”
A major sponsor for the ew section of PopSugar will the the department store J.C. Penney Failer did not announce much about the stores sponsorship, just that they will feature ads and videos on the Latina sector as they usually do for sponsors on the regular section.
Image via PopSugar
