Publisher ﾕ Quince Girl
Cain identified an under-served niche and currently dominates the category.
There’s no denying that the Hispanic and Latino market is currently underserved by the publishing industry. Will Cain, publisher of Quince Girl, is helping to fill that niche with a successful publication focused on the Quincea’ era. The event is a cross between a Sweet 16 party and a wedding, and is celebrated by all Hispanic females on their 15th birthdays, says Cain.
“In publishing, you see a lot of niche publications, whether it’s on fly fishing or bead work, but there are not a lot of niches for Hispanic audiences,” says Cain. “The Quincea-era is a niche celebrated by all Hispanics whether they are Mexican or Cuban, from Latin America, Central America or South America. This is something that they’re hungry for information about,” he adds.
Still, even Cain was surprised a little bit by the response the publication has received from advertisers. “When we launched we thought we’d have a magazine and a Web site, but we also saw events as a medium where we could meet our audience and create relationships on various levels,” he says. “We’re very pleased by the response of the advertisers, especially local advertisers. We’ve had more than 100 local vendors attend our shows in each market and we’ve also had a lot of response from national advertisers. Being successful on the local level is hard to accomplish and, if you can accomplish it with the support of national advertisers as well, it gives you such a diversified advertising base.”
To satisfy the desires of its audience, Cain is stepping up the frequency of the newsstand-only magazine from one to two issues per year and increasing the distribution from 100,000 to 120,000 copies. The number of markets and Quincea-era events (think bridal shows for the teenage set) the magazine hosts annually will increase from four to eight. Also, the magazine’s Web site, Quincegirl.com, in February added a social network where teens can post and discuss details about their upcoming Quincea-era celebrations with other users.
Quince Girl will boost frequency of the magazine, while raising distribution to 120,000 copies.