The Source Magazine targets Hispanics.

The Source Magazine is unveiling a major re-branding initiative that will reach out to a greater audience, including an increase in focus on Hispanics.

The Source is under the new ownership of Black Enterprise/Greenwich Street and The NorthStar Group.

This new content and design will appeal to the two generations of Hip-Hop: The highly influential Generation Y that lives on the internet, and Generation X, the innovators and creators of Hip-Hop that are brand conscious and brand loyal and embrace diversity.

From the beginning, the Latino presence in Hip-Hop has been an important element of The Source. The community was an integral influencer during the creation of Hip-Hop and continues to be a part of the genre’s changing image. As Hip-Hop grows and expands into new markets, the Latino market grows exponentially around the world, making it important to highlight the connections between the two cultures.

This connection will be highlighted in the upcoming issue, which celebrates Hispanic Heritage month and the New York International Latino Film Festival. Editors at The Source have selected several films from this year’s festival that capture the essence of and celebrate the diversity of the Hispanic community and its relationship with Hip-Hop.

The changes within the publication make it an additional vehicle for brands and advertisers to communicate with Generation X and Generation Y Hispanics. The scope of this outreach will increase when The Source re-launches Source Latino, currently targeted for January 2009.

“Hip-Hop heroes are generational. Hip-Hop culture is multi-generational and The Source is the Hip-Hop bible that covers it all worldwide. The new ownership means new leadership and a new vibrant vision for the magazine and media company with over 20 years of content,” said L. Londell McMillan, Entertainment Lawyer and co-owner of The Source.

The new editorial content of The Source will encompass the broader lifestyle appeal of Hip-Hop, which is now unarguably popular mainstream culture. New features will include health, travel & leisure, technology and business as well as the traditional content of music videos, fashion, sports and automobiles.

In addition to the re-design and new editorial content, the new leadership is expanding the brand into new media, shifting major focus and energies to its website and mobile platforms to compliment the magazine and media ventures. The Source is implementing a plan to take an industry-leading role in digital media. TheSource.com is the starting point of this strategy and the fall launch of the site will solidify the brand as the most powerful voice in the online Hip-Hop community.

The new design will be unveiled in the October issue, which hits newsstands September 23rd. The issue will focus on Hispanic features.