The demise marks the end of a bold experiment in targeting -- and capitalizing on -- an enormous but elusive demographic. The readers of Tu Ciudad are the children and grandchildren of immigrants who still feel connected to their cultural roots, no matter how thoroughly they blend into the urban mainstream. The quandary in reaching them arises from the very thing that defines them as a group, their bicultural identity.
The question remains: Do they need a specialty magazine to appeal to their Latino side?
http://latimesblogs.latimes.com/laplaza/2008/06/glossy-latino-o.html
My comments: The problems for mags such as these are many, but the biggest are the cost of acquiring customers and the distribution costs in maintaining those customers. On AOL in the late 90s, it was easy to reach this bilingual audience because AOL at the time had the online distribution power that Wal-Mart enjoys in the off-line world. HISPANIC Online on AOL was in the Wal-Mart check-out line of the internet. And AOL was too clueless to realize what it was giving HISPANIC Online. Tu Cuidad's second biggest problem is advertisers, who think Hispanic marketing is all about Spanish.
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