Gannett steps up efforts to reach Latino readers
Gannett, the company that invented the “MacPaper” (USA-Today), is reaching out to Spanish-speaking audiences. Whether it's through supplements to educate potential advertisers about the Hispanic consumer, booklets for readers, or special sections, many of Gannett's papers are focusing on building relationships with Hispanic readers, and the businesses and advertisers who serve them. Gannett recently published documents on some of the outreach projects currently underway.
- Tucson Citizen (Tucson, Arizona)
In Tucson, located just 60 miles north of the Mexican border, Hispanics make up 40% of the population. Last year, Hispanics spent more than US $2 billion locally. In order to connect Tucson's businesses with the demands of the Hispanic population, the Tucson Citizen, published six-afternoons a week with a circulation of 38,123, developed Conexión Tucson: Connecting Businesses with Hispanic Consumers, a 28-page full color publication. The publication used newspaper marketing information and 2000 Census Bureau Information to educate businesses about Hispanic consumers. “At US $10 a piece, we sold nearly 1,000 copies,” writes Mike Chihak, publisher and editor of the Tucson Citizen. “Conexión gave businesses the information they needed to build strategies for capturing more of the Hispanic consumer market,” concluded Chihak.
- Asbury Park Press (Asbury, New Jersey)
“The Nuevos Americans was a 96-page special section that delved into the life and culture of Latino communities on the Jersey Shore,” explained Paul D'Ambrosio, investigations editor at Asbury Park Press (circ. 167,149 daily; 227,984 Sundays). Nuevos Americans was published on June 30th 2002.
- The Bellingham Herald (Whatcom County, Washington)
In March 2002, The Bellingham Herald (circ. 24,754 daily; 31,348 Sundays) published Whatcom County's Latino Connection, a 12-page special section featuring profiles of people representing a wide spectrum of Whatcom County's Latino community, its fastest growing ethnic group. Whatcom County borders Canada and is the most northwesterly county in the continental U.S.
- The Times (Gainesville, Hall County, Georgia)
In April 2002, The Times (circ. 20,343 daily; 24,429 Sundays) launched Bienvenidos Amigos, a resource for Hall County's Latino families, which features newcomers' essentials, back-to-school-information, holiday traditions, etc. Mickey Johnson, executive editor of The Times, said that in 2002 “Bienvenidos Amigos was a quarter fold booklet publi-shed in Spanish for our Latino neighbors”. In 2003, the publication became a bi-monthly. “Bienvenidos Amigos was created because reading The Times was not an option for many of our Latino newcomers – fewer than 20% read and speak English. To reach them, we realized that a Spanish-language publication would be necessary,” Johnson explained.
- Home News Tribune (East Brunswick, New Jersey)
Last month, Home News Tribune (circ. 70,162 daily, 77,545 Sundays) launched Nuestra>Comunidad, a Spanish language newspaper targeting Hispanics in central New Jersey.
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