Following extensive market research, Chicago newspaper La Raza
recently re-launched with a new design aimed at engaging readers more fully with its editorial and advertising content. The paper describes its new layout as “magazine-like,” incorporating more images, photos and graphics than previously.
On the advertising side, La Raza has embraced modular ad-sizes, which it says has enhanced the navigability of the product, as well as enhancing ad-placement. “We’ve started using a whole ad layout system that enables us to offer much better placement and more innovative options,” Jimena Catarivas, marketing and community relations manager, told Portada.
The paper, which has a weekly circulation of 198,199 copies, has also bumped-up the number of locations where it is distributed, adding 400 new boxes and 200 new racks in Chicago and the surrounding suburbs.
Certain sections of the paper, including La Vibra, Buen Vivir, De Viaje and Ovación have been enhanced to be more eye-catching and to appeal to younger readers, a segment of the population that many assume do not read newspapers. Responding to this perception, Ms. Catarivas responded, “It’s not that we’re trying to attract younger readers away from the web; in fact, we’ve also re-designed our site to be more appealing to them, adding video capabilities and a more dynamic look. What we’re doing with the print re-design is letting them know that the paper is also a dynamic product with them in mind.”