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