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Hispanic Lifestyle Magazine Adding Orange County Section

May 31, 2000|Marc Ballon | Marc Ballon covers small business and entrepreneurial issues for The Times. He can be reached at (714) 966-7439 and at marc.ballon@latimes.com

Hispanic Lifestyle Magazine is turning the spotlight on prominent Latino businesspeople, artists and professionals in Orange County.

The English-language, bimonthly publication, which targets young and middle-age Latinos, will add an Orange County section beginning with its June issue, said publisher Richard D. Sandoval, 36. The section will account for as many as 16 of the magazine's 64 pages, a reflection of the heightened visibility and increased purchasing power of area Latinos, he said, adding that he plans to open a small Orange County office by the end of the year.

To drum up interest, free copies of Hispanic Lifestyle will be distributed to local Latino businesses and organizations, including the Hispanic Chamber of Commerce of Orange County, he said.

Hispanic Lifestyle, which debuted in October 1997 and has a circulation of 15,000, mostly unpaid, promotes a positive image of Latinos, Sandoval said. Recently, the magazine produced a feature on the "Top 75" Latino-owned businesses in Orange, Riverside and San Bernardino counties.

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