Although General Mills spent over $10 million on Spanish-language media in 2005, according to TNS Media Intelligence, this year they are launching their own magazine for Hispanics, which will come out three times a year. Two possible explanations come to mind: 1) General Mills believes they have better access to more Hispanics in their database or through their outlets than the current Hispanic media can offer, or 2) General Mills wants to capture proprietary information about the performance and responsiveness of the Hispanic market.
No mention of a web site, yet, although that would be natural.

Advertising Age: General Mills to Launch Hispanic Magazine, 2006-Aug-6, Laurel Wentz

"Que Rica Vida has content we know is important to Latinos, about education, meals, and health and wellness, with recipes by the Betty Crocker kitchen," said Rudy Rodriguez, General Mills’ multicultural marketing director.
Almost 2 million copies will be mailed to consumers or given away by retailers in top Hispanic markets. The version mailed to consumers is entirely in Spanish, while the 32-page retail version is bilingual.