PopSugar’s focusing on a customer base it already has but wants to grow.

The San Francisco-based media company launched a landing page aimed at Latina Millennials on its namesake PopSugar site, which features celebrity, fashion and other content. The company also owns a fashion search engine called ShopStyle.

“When we looked at who is coming to our site we found we’re already naturally attracting a robust set of the Latina audience,’” chief marketing officer Anna Fieler told WWD. “This was a very natural next step toward expanding our reach. The Latina market is so huge and fast-growing.”

PopSugar currently reaches one-third of the Latina Millennial group in the U.S. and 95 percent of that traffic is coming from mobile, according to comScore. That compares to 70 percent of PopSugar’s general population that accesses the site from a mobile device, Fieler said.

The company tapped Alessandra Foresto to serve as Latina editor. She joined PopSugar Latina after having previously worked at publications such as O, The Oprah Magazine and Fit Pregnancy.

Foresto oversees PopSugar Latina’s content and additional reporting staff will be added, Fieler said. She declined to say how many more would join the editorial team for the Latina coverage.

The content will be a mix of exclusives to that particular section of the site as well as articles culled from PopSugar’s editorial staff of more than 100. That’s the main reason the company chose not to launch a separate site, Fieler said.

“It didn’t make sense,” she said. “It should be a seamless blend of everything else she loves and not a separate experience.”

J.C. Penney is a sponsor of the PopSugar Latina launch. Fieler declined to discuss the department store chain’s media plans but said it would be in line with what the site has done historically with major sponsors. That could include everything from display ads to native posts and video.

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