The Times Goes Bilingual
The Times has unveiled a new Web site - The Morgan Hill Times en Espanol. Utilizing Google's translational service, The Times will publish its headlines online in both English and Spanish, said Publisher Steve Staloch.
"This initiative originated out of not being able to include a large part of the community in our readership," Staloch said. "That was frustrating."
Not only will more readers have access to news informing them about their community, but the jump to Spanish will open doors for advertisers as well, Staloch said, emphasizing that the translation occurs in real time with no delay between the posting of a story in English and its translation to Spanish.
With more than 1 million page views per month between The Morgan Hill Times and its sister newspapers - The Gilroy Dispatch and The Hollister Free Lance - the addition of a Spanish Web site will be an invaluable advantage to advertisers who did not previously have a vehicle to reach the community's Spanish-speaking population. With a significant portion of South County's largely Hispanic population speaking Spanish only, Staloch said the decision was inevitable.
About 30 percent of Morgan Hill's population is Hispanic or Latino, according to the American Community Survey.
Several companies, including Charter Communications and Coldwell Banker, have already realized the value of the newspaper's Spanish-language Web site and its ability to reach Morgan Hill's Spanish-speaking community, Staloch said.
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