What Content do Hispanics Demand? Targeting the Hispanic Community in Columbus, Ohio…

The Columbus Post Dispatch (circulation 352,000) is the main newspaper in Columbus, Ohio (population 730,000) and during the last years has tried to reach the state’s Hispanic community in various ways. Two thirds of the state’s Hispanics (approx. 75,000) live in Columbus, says Stephanie Czekalinksi, Editorial Coordinator of Fronteras, the Spanish-language publication that is the Dispatch’s main vehicle targeting Hispanic readers.

Czekalinski explains that Fronteras started publication in September 2005. It 32-page edition is now published every Wednesday.. The eight pages of local content are produced by a staff of three writers that Fronteras splits with other media properties of  The Columbus Dispatch. The articles address the needs of Columbus’ Hispanic population, which is mainly Puerto Rican.


…with syndicated content…

The remaining 24 pages are syndicated content sent by the Fronteras team in Mexico. Fronteras, a 100% Spanish-language weekly newspaper, combines national and world news with customized local news and information. Eight pages are allocated for national and local ads, which are sold by each partner publication. Fronteras is co-produced by Universal Press Syndicate and Danilo Black and distributed by partner newspapers. Fronteras' editorial offices are located in Guanajuato (Mexico). Fronteras is currently published in 22 markets (mostly small and medium sized markets).


…planned Increase of Local Coverage.

Next year Czekalinski wants to increase local coverage from the current 6 pages to 12 pages. For that to happen the current Edit/Advertising ratio (80/20) needs to change a bit in favor of more advertising.

Fronteras has a weekly circulation of 10,900. It is distributed at 400 points throughout Columbus (retail stores, entertainment venues and street racks). According to Czekalinski, the pick up rate is 80% to 90%. In addition, the publication is inserted into some copies of The Columbus Post Dispatch (often together with sister publication Columbus Alive).

The Dispatch also has a Spanish-language website called Dispatch Espanol, where the content of the Fronteras weekly edition is put online.


Trackback from your site.

Editorial Staff

Portada Staff

MORE FROM PORTADA

Meltwater’s Ana Hoyos: “We See Great Potential for AI Expansion in Latin America”

Meltwater’s Ana Hoyos: “We See Great Potential for AI Expansion in Latin America”

The social media landscape is changing at an accelerated pace; artificial intelligence is acquiring a prominent role and companies have to adapt to survive. We talked to Ana Hoyos, area director at Meltwater Latin America, about the recent acquisition of Sysomos and what it means for social media analysis.


Loyalty, Brand Preference and the Economy Segment Traveler  

Loyalty, Brand Preference and the Economy Segment Traveler  

With the tremendous growth of economy segment hotels and low-cost air carriers, hotel and travel companies as well as the airlines, have begun to take notice and adapt to this expanding segment of travelers. To ensure that their brands stand out and become the best choice for these travelers, players in the travel industry are delving deeper into loyalty, personalization and brand preference in the economy travel segment.


Gatorade’s Jill Leccia: “We Promote Sports Within Young Soccer Players and Document Their Amazing Stories”

Gatorade’s Jill Leccia: “We Promote Sports Within Young Soccer Players and Document Their Amazing Stories”

Jill Leccia, Gatorade Sr. Director of PepsiCo Latin America Beverages, talked to Portada about the process of creating a global marketing campaign that's also aware of consumer's individual needs. Today it is more important than ever for brands to connect with consumers at a personal level while keeping local idiosyncrasies in mind but within a global context.