Connect with FOLIO:



An online launch eyes a print extension.

By Deborah Caldwell

Six years ago, Milton Torres [pictured] bought a hopeful-sounding domain name because he liked the sound of it: “”

At the time, he was working for the Austin Hispanic Chamber of Commerce as marketing director and had an inkling that the Hispanic market would one day grow to be huge—today it’s about a trillion dollars annually, according to various reports. “I decided I’ve got to be at the table because a lot of big brands are going to want a piece of that pie,” says Torres.

He didn’t have the money or time to do anything with his domain name in 2005. But he had a big idea: to create a Web site destination for affluent, well-educated Hispanic Americans. He envisioned a bright, sleekly designed, magazine-like experience, filled with stories about Hispanics from the worlds of entertainment, food, travel, and sports.

Turning Away Investors

A year ago, he launched his dream. Today, the Web site—which features stories on everything from film director Robert Rodriguez to musical group Los Lonely Boys to home design to travel in New Mexico—has about 10,000 unique visitors per month and employs a total of 16 freelance and part-time employees. He’s building an audience using Facebook, which has 2,200 fans. He’s also improving the site’s search engine optimization, particularly using Hispanic celebrities as link bait.

Torres said he has spent about $100,000 on the venture and has turned away potential investors because he wants to retain control of the site. He hopes to break even in about two years.

PopularHispanics primarily reports news and features in cities with the largest concentrations of Hispanics: Austin (where Torres lives), San Antonio, Houston, Dallas, Miami, New York, Chicago, Denver, Albuquerque and Los Angeles.

What makes the coverage unique, he said, is that it covers all Hispanic nationalities. In Texas, the largest concentration is Mexican; in New York, Puerto Ricans dominate; and in Miami, the main group is Cubans. Along the way, PopularHispanics also writes about Colombians, Dominicans, Salvadorans, Nicaraguans, and others. “We’re trying to bridge those different cultures into one site,” he said.

Torres is himself something of a cultural bridge. Born in Puerto Rico, he grew up in Canandaigua, New York, and graduated from the University of Buffalo. He didn’t learn Spanish until he was in his late teens. Then in 1986 he moved to Austin, where he ran the Hispanic Chamber of Commerce marketing operation. All the while, he immersed himself in the Hispanic culture he hadn’t really known before.

First the Web Site, Then a Magazine

His latest venture brings that search for his roots to fruition. This year, he plans to create a companion magazine, also called Popular Hispanics, for distribution around Austin. He hopes to sell ads in the magazine, then also offer Web site ad placement. He’s running the proposed magazine on a shoestring: he’ll spend perhaps $20,000 to produce the magazine, he said. In coming years, he would like to add more cities to his distribution.

Why a companion print magazine? Local city advertisers have approached him, asking for a vehicle for print ads. “Newspapers may be dying, but entertainment magazines aren’t,” Torres said. With a targeted focus on Hispanics, Torres thinks he has a winner.

“I didn’t think the reception would be as positive as it’s been,” he said. “It’s opened so many doors I can’t keep up. I’m on to something.”


By Deborah Caldwell

RECENTLY in dots icon
MOST READ on FOLIO: dots icon


Find What You Need dots icon

Folio: Marletplace

Seach top vendors, suppliers, service providers & more

Browse & Search the Full Directory Now