Magazine publishers are investing in start-ups for English-dominant Latinos. Advertisers respond to growing trend, but dollars still slow in coming.

“Appropriately for a high-stakes gamble, Tu Ciudad magazine started in the heart of Las Vegas. In 2000, two executives working in Time Inc.’s media empire sat down to breakfast together at Harrah’s Casino Hotel. They were on routine business travel, but instead of discussing the day’s agenda, they talked big ideas. Both worked for People en Español, but they were scanning the horizon, looking for the next new thing in Latino magazine publishing. What if the future wasn’t en español at all, but en inglés?

They were Jaime Gamboa, then an ad salesman for People en Español, and Angelo Figueroa, the magazine’s founding editor. “It was just a conversation, but that breakfast was really where it all started,” recalls Gamboa.”

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