Magazine article Editor & Publisher

Wanted: Senorita Mas Fina

Magazine article Editor & Publisher

Wanted: Senorita Mas Fina

Article excerpt

The first time someone suggested El Diario La Prensa should hold beauty contests and crown reinas (queens) for its floats in New York City's many ethnic Hispanic parades, Publisher and CEO Rossana Rosado was appalled.

"I said, 'Oh, absolutely not.' I hate that whole concept," she recalls. But the more she thought about it, the more she warmed to the idea. For one thing, the beauty queen remains a cultural phenomenon among Latin Americans, with the women representing pride and accomplishment as well as beauty.

So in 2004, El Diario became the only big-city newspaper in America to sponsor its own beauty queens. This summer, the Spanish-language paper chose a "Reina de El Diario" to represent communities from Colombia, Ecuador, Peru, the Dominican Republic, Mexico, Puerto Rico and, this month, all of Hispanidad.

The winners aren't just one-dimensional knockouts, Rosado says. Last year's queen for Puerto Rico passed the bar exam three weeks after appearing in the Puerto Rican Day parade. …

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