Hoy LA Gets New Publisher and General Manager

Hoy announced last week that Roaldo Moran would be replacing Javier Aldape as Hoy LA’s publisher and General manager. While Aldape has not announced his future plans, Moran spoke with Portada about his plans for the paper and what lies ahead.

Portada: What do you think will be the key drivers for Hoy LA’s growth moving forward?

Roaldo Moran, Publisher and GM of Hoy LA: Hoy is a relatively new paper with steady year over year revenue and readership growth. We will continue to fulfill advertiser and community needs in order to continue our growth trend.   

Portada: How is the role of daily newspapers changing in this age of increasingly electronic news dissemination?

Moran: Electronic media has forced newspapers to react. I think it has made it challenging, and has helped us get out of the comfort zone, which is good.

Portada: To what extent do Hoy LA’s print publication and web edition serve the same readers/demographic? Is there a marked difference between those who read the paper in print and online?

Moran: Our online edition is a work in progress, but already attracts an audience far beyond our print markets of Los Angeles and Chicago. We have significant readership from other U.S. cities, as well as from Latin America.

Portada: Do you have plans to increase/ decrease distribution and/or frequency?

Moran: Hoy has just recently increased its Fin de Semana circulation to 500,000. Our aim is to not only meet the market’s demands, but we’re also looking to anticipate trends and needs.

Portada: Which ad categories are the most active in Hoy L.A.?

Moran: We’re seeing growth in all categories, but the Fin de Semana expansion has certainly focused increased attention on National and Major Retail preprints.

Portada: What is the ad-split between local advertisers vs. national advertisers?

Moran: Broadly speaking, it’s about evenly split.

Portada: What are the greatest challenges facing Hispanic daily print newspapers such as Hoy LA in today’s media landscape?

Moran: The challenges are the same as those of all other Hispanic media outlets:

a) Growing Hispanic revenues

b) Audience growth and retention

c) The need for more high caliber talent d) competitive marketplace

What is unique about LA’s demographics that is important for publishers and advertisers to take into account?

Moran: The rapid pace at which both Southern California and the media landscape are evolving.


Related Articles:  

Hoy working with Google to sell Print Ads (Oct. 07)

Hoy’s Aldape: “Our papers will be reflecting the interests of the various communities for which we publish” (May ’05)

Trackback from your site.

Editorial Staff

Portada Staff


North American World Cup Bid Moving Closer For 2026

North American World Cup Bid Moving Closer For 2026

FIFA has reviewed (markedly different) bids from Morocco and North America for the 2026 World Cup. Initial signs point towards the United 2026 bid, and as that gains traction, marketers can plan for increased interest here.

MARKETER INTERVIEWS: Nestlé and NFL Discuss What’s Next in Marketing

MARKETER INTERVIEWS: Nestlé and NFL Discuss What’s Next in Marketing

In what some are calling the fourth industrial revolution, new technologies like AI and VR are expected to dominate the marketing space. Marketers like Bravo and Fernandez agree that companies need to evolve to survive. We talked to Nestlé's Margie Bravo and NFL's Marissa Fernandez about what's next in marketing and how to prepare for what the future brings.

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.