One glance at Daniel Craig on the cover of this month’s “Rolling Stone” magazine and everything looks copacetic for the 45 year old publication. But flip to the last 15 pages of the magazine and you’ll notice a second cover donned by “Mr Worldwide” a.k.a. “The Crossover King” a.k.a. Pitbull.
The special 15 page Latin-centric mini mag features ”The 10 Best Latin Rock Albums of All Time” as well as the work of Dominican Pulitzer-Prize winning novelist Junot Díaz, Puerto Rico’s hip-hop duo Calle 13, and Colombian actress Sofia Vergara, among others.
For the first time since their inception, Rolling Stone is engaging their Latino readers like never before. According to GFK MRI audience research reported in the NY Times, Latinos make up for 17% of the Rolling Stone readers.
Executive vice president and managing director of Lapíz, a Chicago-based multicultural ad agency, Gustavo Razzetti told NBC Latino that the idea of a Spanish section was born out of talks between Mastrangelo and Lapíz about producing concerts and events with the magazine. Apart from its bilingual editorial content, the section also included Spanish-language ads created for the occasion–three of which were placed by Procter & Gamble brands represented by Lapíz.
“We decided to go a step further and create content that celebrates Latinos and the crossover that Latin and American Cultures are experiencing right now,” Razzetti told NBC Latino. “You can check out the magazine and see Daniel Craig or you can flip it over and see Pitbull. For advertisers in the past, there was one door for Latinos and another for the rest of the market, but this magazine represents that there’s one single world with a door each for Latin culture and one for mainstream culture – and Latinos have the power to access that world however they choose.”