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Background: Describing itself as 'the spirit of Cosmo with a Latina sensibility and the Latina voice,' Cosmopolitan for Latinas launched in May of 2012 and is still evolving with each issue. "We're still determining our footprint and our personality and figuring out what works and what doesn't," said managing editor Jessica Rodriguez, "[We want] to be able to talk to [Latinas] about fashion and beauty and all of the issues and particular nuances about their bi-cultural lives."
A typical reader of the mag is a Latina in her mid-twenties who has a Bachelor's under her belt and is just starting to establish her career. "She has really strong ties to her culture, to her family, but she does live this very American life, and so we're trying to arm her with the tools and the knowledge necessary to create the best life that she can," said Rodriguez. Although there are overlaps in terms of audience with other pubs like Latina and Siempre Mujer, Rodriguez says that Cosmopolitan for Latinas doesn't exactly have a direct competitor: "Latinas read a little bit of everything, and this [is] sort of the first publication that's put together all of those elements into one."