Rolling Stone On Why They’re Trying a Bilingual Issue

So last Friday, for the first time in its 45 year history, one of nation’s most premiere music and entertainment magazine’s, Rolling Stone published its first ever bilingual English and Spanish edition.  While the issue was actually split in two parts – the front cover featuring Daniel Craig is all in English; the flip cover (back side of the magazine) is in Spanish with none other than Pitbull gracing the cover – Rolling Stone is touting this as their first fully bilingual edition.

rolling stone on first bilingual issue juanofwords q&a
Pitbull on ‘Roling Stone’s’ first bilingual issue.

Of course, de metiche que soy, I had a couple of questions to ask.  This is what Rolling Stone had to answer:

JOW: Is this only a special edition, or part of a new bilingual version of Rolling Stone?

RS: This is a special section of Rolling Stone’s regular issue and it features a corresponding flip-cover with Daniel Craig.  The flip cover with Pitbull is entirely in Spanish.

JOW: Why did Rolling Stone decide they needed to tap into the Latino market?

RS: “This section was an incredible opportunity for us to dive deep into Latin music and culture, from Pitbull to Café Tacuba,” says Nathan Brackett, Rolling Stone Deputy Managing Editor. “We are thrilled with the results.”

“Lápiz (the marketing communications agency credited with making this bilingual issue a reality for Rolling Stone) offered invaluable support to help bring this concept to life, and we are excited to partner with them on this special section,” says Matt Mastrangelo, Rolling Stone Publisher.

“As an agency, Lápiz takes pride in not only serving as experts in understanding the Latino consumer, but also enabling the intersection of cultures,” says Gustavo Razzetti, EVP, Managing Director of Lápiz. “This partnership with Rolling Stone is a great example of a platform that amplifies Latino influence on mainstream.”

JOW: Should we expect more bilingual features from Rolling Stone?

There are no plans for another bilingual special section in the immediate future, but Rolling Stone was excited about this one and will certainly consider another one in the future.

JOW: Are there new Latino writers included in this issue as well?

Ernesto Lechner has written for Rolling Stone before, but many of the contributors are first-time Rolling Stone writers: Ed Morales, Julianne Escobedo Shepherd, Adriana V. Lopez and Angie Romero.

Not too long ago People was making similar claims.  Let’s see how long it takes for a second edition to be published.

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