Juana Gallegos a pioneer in publishing for Latinas

Estylo celebrates the rich heritage and culture of Latinas

By Ruth A. Williams, On-line Forty-Niner

July 16,1998

Even as a child Juana Gallegos set high expectations and goals for herself.

"I wanted to be an astronaut," Gallegos said. However, her fear of heights prevented that. Although she did not become an astronaut, this 26-year-old Cal State Long Beach alumna is still reaching for the stars with her new magazine titled Estylo.

"Newspaper writing proved to be a building block for

my work in magazine publication,"

- Juana Gallegos

Gallegos became interested in journalism in high school while working on the Fairfax High School newspaper and followed her interest while attending CSULB.

"I really enjoyed working on the Daily Forty-Niner. Newspaper writing proved to be a building block for my work in magazine publication," Gallegos said.

She enjoyed the seriousness and the flexibility newspaper journalism provided because she did not want to be pigeon-holed in one aspect of journalism.

While attending CSULB, Gallegos worked with friends, Chris and Daniel Wolfus, on a publication out of the Wolfus home. Daniel Wolfus suggested it was time to venture out, hence the conception of Estylo magazine.

After graduating in the fall of 1995, Gallegos and her companions spent the majority of 1996 planning the lay-out of the magazine. They also formed focus groups to discuss issues and topics that would interest readers.

"Addressing the needs of the reader was our primary concern," Gallegos said. She wanted a publication that catered to Spanish speaking women. Magazines such as Vogue and Marie Claire were okay, but did not fit the bill.

"As a consumer, I felt ignored," Gallegos said. Five years ago, there were not many publications that catered to the Latina audience.

With that in mind, Gallegos sought to reach an audience of Spanish speaking Latinas ages 20 to 40. The magazine is primarily written in English with one section written in Spanish.

Estylo magazine consists of articles on fashion, beauty and entertainment as well as the more serious topics such as birth control and leaving the nest.

Estylo's circulation is approaching 70,000, Gallegos said. The production costs of the magazine range from $60,000 to $100,000 each issue. The magazine staff consists of six full-time members and 20 freelancers, three from CSULB.

As of this year, Estylo will be published six times a year. The glossy 8 1/2 by 11 inch magazine is full color. Daniel Wolfus is the publisher.

"Juana is very ambitious and headstrong," photo editor, Christina Pompa, said. "Her encouragement makes us want to work harder."

Gallegos has found her niche in life as editor-in-chief of Estylo. She is proud to be among the pioneers of Latino publications. She definitely sees herself in this position for the next 20 years or more.