Quick was also introduced in 2003 to serve younger readers who don't pick up traditional newspapers.
F!D Luxe, tailored for affluent, style-conscious readers, began publication in 2004.
Isaac Lasky: We have started our sales process with a vast array of prospects and potential and current clients. Various National Accounts have expressed an interest in our expanded circulation, Retailers, Financial services, automotive and telecommunications are categories that are interested in the reach that we will achieve with our expanded circulation. Additionally we will have the capability of laser targeting distribution for local and national accounts.
Portada: What is the prime motivator for this expansion?
Isaac Lasky: Requests by advertisers to reach a more numerous audience a truly have critical mass.
Portada: Is there going to be a web tie in? Are you are part of the Yahoo newspapers consortium that does newspaper circulars online).
Isaac Lasky:: While we have a strong relationship with Yahoo we do not participate in their on line circulars program. We have an award winning web site, www.aldiatx.com was a finalist in the last EPys awards for the best web news sites on a US basis we were the only finalist, the other two were El Pais in Spain and El Comercio in Peru. That speaks volumes of the quality of our web site. We have evolved with a new platform that allows us to include videos, audio, blogs, on line chat with our news reporters and a very powerful sweepstakes and promotions capabilities. We have had exponential growth in our visitors and page views.
Portada: We understand that Wednesdays and Saturdays your circ is going to be 120,000 and that 80,000 of those will be home delivered, can you explain the distribution of the remaining 40,000?
Isaac Lasky: As you point out our total estimated circulation (it will be audited by CAC in the next reporting period after launch) will be 120,000 total. The remaining 40,000 are distributed as follows: Current home delivery base of approximately 20,000 and another 20,000 single copy papers distributed via vending racks and retailers.
February 19, 2008: Leading Dallas/Ft. Worth Only Hispanic Daily
