Times subscribers have been opening their papers to find the glossy premiere issue of bello — small b — a new magazine of "power, culture and success" for upscale Latinos that paid to be distributed by the Times. It's based on Imperial Highway in Norwalk. Alejandro Fernández, the son of Mexican ranchera legend Vicente Fernández, adorns the cover dressed as Zapata; inside, the front of the book departments include L.A. party photos, Sex Doctor advice on the female orgasm and Fast Lane, featuring a $72,000 Range Rover and an $80,000 Jaguar. From the website:

The Latino/a magazine is here! bello Magazine offers its readers art, business, culture, politics, photography, literature, fashion, social commentary and much more–all at the level of the top magazines, and it does so with a unique perspective from the Americas.

Our reader is an intelligent, upwardly mobile and educated individual from various backgrounds and traditions. bello Magazine has no competition in the market. bello Magazine is the only magazine that caters to Latinos and Latinas in the US at a level second to none. Everything about bello Magazine exudes class; from the editorial content and photography, to the paper choice and design.

bello Magazine offers insight and understanding of the emerging American paradigm, which is deeply influenced by Latino and Latina perspectives.

President and editor-in-chief Fernando Diaz writes in the premiere issue that "I have waited all my life to create this magazine...The desire to walk into a bookstore and pick up a publication alongside people who understand my dilemmas, my ambitions and my desires, is heaven." The magazine's name is an homage to his father. Contributors include veteran L.A. journalists Bobbi Murray and Joseph Treviño. There's a Mexico editor and an East Coast editor on the masthead, but under London editor it reads don't need one. Launch party photos.