Coast to Coast: Impremedia Continues Online Push

As Portada reported last month, Impremedia is currently in the process of consolidating its print and digital properties under Impre.com, in an effort to drive more online traffic and create a central location for all of its content to be accessed. Impremedia’s websites currently draw 2.2 million unique visitors per month. Within two of Impremedia’s main markets, New York and Los Angeles, the company’s print penetration is quite high relative to its online penetration. As the charts below indicate, the online arena presents significant room for growing the online audience for Impremedia’s newspaper websites.

Los Angeles: La Opinion reaches 22% of the Hispanic market 

Reach Over Total Los Angeles Population Population

Reach over Los Angeles Hispanic Population

 

Total %

 

Total %

Daily newspapers

 

Daily newspapers

 

La Opinion

4%

La Opinion

10%

Hoy(Tribune)

 

1%

Hoy

4%

Sunday newspapers

 

Sunday newspapers

 

La Opinion

3%

La Opinion

8%

Websites visited past 7 days

 

Websites visited past 7 days

 

LaOpinion.com

*

LaOpinion.com

2%

Weekly Print Audience

 

Weekly Print Audience

 

La Opinion

9%

La Opinion

22%

Combined Print and Online Audience

 

Combined Print and Online Audience

 

La Opinion

9%

La Opinion

22%

Source: Scarborough Research

Note: * means below 1%

For the Los Angeles market, the Scarborough study shows that the two Los Angeles daily newspapers have a reach of 4% (La Opinion), and 1% (Hoy--Owned by Tribune), of the total population. For the Hispanic population, the ratios climb to 4% and 10%, respectively. By adding Sunday Newspaper audience and La Opinion.com audience (online website measurement for LaOpinion.com are based on 40 respondents), La Opinion reaches 9% of the overall population and 22% of the Hispanic population.  


New York
: El Diario / La Prensa Reaches 23 % of the Hispanic market

Total

100

Hispanic

100

Daily newspapers

 

Daily newspapers

 

El Diario/La Prensa

2

El Diario/La Prensa

11

Hoy

1

Hoy

7

Sunday newspapers

 

Sunday newspapers

 

El Diario/La Prensa

2

El Diario/La Prensa

8

Websites visited past 7 days

 

Websites visited past 7 days

 

ElDiarioNY.com

*

ElDiarioNY.com

1

Weekly Print Audience

 

Weekly Print Audience

 

El Diario/La Prensa

4

El Diario/La Prensa

22

Combined Print and Online Audience

 

Combined Print and Online Audience

 

El Diario / La Prensa

5

El Diario / La Prensa

23

Note: * means below 1%

Source: Scarborough Research 

In the New York market, Hoy and El Diario/La Prensa reach 11% and 7% of the Hispanic population. As both newspapers are now owned by Impremedia it would be interesting to know how much the combined of both properties is (the unduplicated reach). Twenty-three of New York adults have read / looked at El Diario /La prensa or have visited the website within the past week


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