National advertisers propell growth of Utah Hispanic weekly…


Regional newspaper publishing for Hispanics has grown as a result of strong local advertising. Now national advertisers looking to expand their brand to Hispanics are coming onto the scene. Mundo>Hispano, a regional weekly paper based in Sandy (Utah), is supported mainly by national advertising. According to Gladys González, publisher and owner of Mundo Hispano, national advertisers make up 60% of advertising revenues. Advertisers include Airtouch, Verizon, Coca Cola, Qwest, Washington Mutual, American Express, Aero Mexico and Wells Fargo. American Minority Media and Ethnic Print Media handle some of the advertising sales for Mundo Hispano. Classified revenue, albeit small, is growing through a partnership with the Utah Press Association. Local advertisers are mostly financial institutions such as Zions Bank.


...with expansion plans...

González intends to expand Mundo Hispano's circulation statewide from 10,000 to 30,000 within the next year. The paper is primarily a free weekly distributed in the Wasatch Front area and Park City (North Central Utah). González says she is talking to financial institutions and large newspaper groups to fund the operation. Mundo Hispano, founded in 1993, is Utah's oldest Spanish newspaper. Utah has other newspapers targeting Hispanics such as El Sol de Salt Lake, Mundo>Latino, La Prensa and Venceremos, all published out of Salt Lake City.

Ten percent of Mundo Hispano's circulation is distributed to subscribing Latino households. Another 7,800 copies are distributed through racks in the Wasatch Front area. The remaining 1,200 copies are distributed through a partnership with local Mexican soccer leagues, in which 8,000 players participate. Mundo Hispano is given to team directors. The weekly has a soccer supplement which reports on the soccer leagues.

...Lured by growth in purchasing power.

Large newspaper groups such as Tribune, Knight Ridder and Pulitzer are increasingly looking at smaller cities when evaluating launches of bilingual or Spanish newspapers. Utah is the fifth state in terms of Hispanic population growth, with a current population of approximately 200,000 Hispanics (8% of Utah's population). Most of the state's Hispanics are of Mexican origin, although during the last few years the Colombian population has increased significantly. It's not just the growing numbers of Hispanics that are attractive to publishers. At year-end 2002, Utah's Hispanic population had a purchasing power of US $2.3 billion. Just half a year later, that figure increased to US $3.1 billion.

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