Hispanic Cross Media Deals: Norsan Group buys Mi Gente newspaper

Norsan Media Group and Mi Gente of Charlotte, NC (weekly, Spanish, circ. 25,000) have formed a new company with Norsan Media as majority investor and Rafael Prieto, publisher of Mi Gente, and Maria Pava, Advertising Director of Mi Gente, as minority shareholders.

Rafael Prieto, publisher of Mi Gente, tells Portada that the reason behind the deal is to have multiple platforms (print and radio and Internet) in order to be a major competitor in the Charlotte, NC, area. Mi Gente’s main competitors are radio and newspaper group Que Pasa as well as weekly newspaper La Noticia.

Advertising will be sold by Norsan and the Mi Gente sales team. Hola Noticias which has been published by Norsan (circ. 17,000), will cease publication and its content will be integrated into Mi Gente’s.

“We have decided to invest in Mi Gente because it has persistently pursued a mission to offer excellent journalism and coverage of relevant issues to the Charlotte Hispanic Community,” said Norberto Sanchez, CEO of Norsan Media.

With the join venture, the editorial content of Hola Noticias, a Norsan

Media Group Charlotte weekly newspaper, will be incorporated in Mi Gente.

“Through Hola Noticias we will have the best coverage in several significant subjects, among them, education, health and community services. For a long time Mi Gente has been the indisputable leader in reporting immigration,political, and police matters”, said Rafael Prieto, Publisher and Editor of Mi Gente. Norsan Media Group is offering special packages to advertisers, which include radio, print, Internet and new media combo options. “Internet and new media will be a priority in our new alliance. We will develop and enhance our Web sites to the top,” said Sánchez. The synergy between Norsan Media and Mi Gente will play a crucial role in producing newscasts and community programs for La Raza 102.3 FM, La Tremenda 1310 AM and Latino Hits 1060 AM.

Mi Gente, is printed at The Charlotte Observer.

Norsan Group is based in Atlanta, GA and owns a Latino broadcasting group, with stations in Florida, North Carolina, South Carolina, and Tennessee. Additionally, Norsan Media owns Hola Noticias, a sister publication in Jacksonville, FL. Norsan Group is ranked the 67th Latino owned company in the country, with a revenue of $106 million per year.


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