Hoping to tap into an estimated audience
of 16 million digitally-savvy Latinas, NBCUniversal's Telemundo Media and
iVillage this week launched iVillage Mujer de Hoy, a
Spanish-language sister network targeting Hispanic women.
The site, which went live on
Monday, July 16, offers information mainly in Spanish, although it integrates
English content on the same page in order to better monitor traffic and adjust
the language in which content is presented based on audience usage and
Pitched by Telemundo as the first
female-geared site offering content in both Spanish and English, iVillage Mujer
de Hoy is the latest in a string of websites specially designed to address U.S.
Hispanics, which are known to overindex in the adoption -- and use -- of
In its first week, the site covered
a wide range of topics, from tips on buying the most fashionable sandals to
weight-loss and medical advice to recipes.
"iVillage Mujer de Hoy is truly harnessing the
power of both digital and television to amplify its voice and reach Latinas
everywhere, in the language of their choice," Telemundo executive vice president
of digital Peter Blacker said in a statement. "We understand that Hispanic
women in the U.S. live in two culturally different worlds, and we set out to
offer content through a single lens that speaks specifically to them."
has signed off to be the launch sponsor for iVillage Mujer de Hoy. The consumer
products giant is using the site to showcase several Caress and Pond's brands
through its Divina Latina program.