Al Borde/El Clasificado Reinvent Themselves Online
What started as a Spanish language classified paper has grown into something more. "Right now, we're looking more like a full-fledged media company than a newspaper," says El Clasificado's new media development manager Melvin Ortiz. One thing that the company has done is taken everything from its two properties - El Clasificado and Al Borde - and put it online.
El Clasificado is distributed throughout L.A., Orange and Inland Empire counties. It is distributed mainly through bulk drop, and is also home-delivered. The Spanish-language publication is just 5% editorial and the rest is comprised of display and classified advertising. The small amount of editorial is family-oriented, addressing such issues as how to pay for college. Advertisers include Wells Fargo, Blue cross of CA, Sprint Nextel, Walt Disney. In all El Clasificado has about 3,000 clients per week.
Al Borde, a biweekly publication directed at younger Latinos seeking edgier content is also published by El Clasificado. "It's essentially a Latino version of the Village Voice," says Ortiz. "Al Borde targets 18-34 bilingual trendsetter Hispanics." Al Borde's readers are also highly educated; 72% are either college graduates or currently enrolled in college. Advertisers include Absolut, Monster (energy drink), Cingular, Pepsi, House of Blues.
Melvin sees lots of potential to further develop the niche that Al Borde inhabits.
"There's really no one else doing what we're doing in the Hispanic sphere," says Ortiz. The paper has already launched a music player on its website and there are currently plans in the works to launch a mobile application based on the magazine, called Al Borde Mobile. The company is also looking into launching Al Borde TV in the near future.
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