Hearst Digital Media invests in quincea±eras crowd

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Hearst Magazines has added another site û MisQuinceMag.com û to its rapidly expanding digital media holdings.

The site will target Latina girls who are planning their quincea±eras û traditional 15th birthday celebrations featuring lavish decorations, dresses, and months of preparation. MisQuinceMag.com is slated to go live on August 29.

MisQuince began life in October 2006 as a promotional insert in Hearst's print titles CosmoGirl, Seventeen and Teen. With Hearst aggressively building its digital offerings this year, the success of the insert inspired the birth of the bilingual site.

Latina teens will find advice on the site, along with celebrity interviews, videos and social networking tools. Celebrity blogs will also feature prominently on MisQuinceMag.com, with "fairy godmother of quincea±eras" Isabella Wall posting regularly.

Site visitors will be able to use tools from eCrush.com û acquired by Hearst earlier this year û for networking, dating and finding the proper birthday escort.

Other Hearst holdings CosmoGIRL.com, Seventeen.com, Teenmag.com, eCRUSH.com and eSPIN.com will tout the new site. Hearst's teen magazines will also carry a Mis Quince insert in October.

CoverGirl Cosmetics will serve as the site's exclusive sponsor through the end of October.

Hearst is not the first company to recognize the money-making potential of the quincea±eras crowd. Quince Girl magazine, an independent publication out of Dallas, TX, launched in 2006. Its Web site at quincegirl.com claims a rate base of 300,000 nationwide. Custom publisher Pace Communications also introduced a Quincea±eras catalog in 2006.

An estimated 400,000 quincea±eras are celebrated in the United States each year. Many of these parties have budgets ranging into the thousands of dollars.

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