Hispanic Newspapers expand in Utah and New Jersey

While many general market newspapers are having difficulties, some Hispanic newspapers are increasing their circulation and frequency (see our news yesterday on La Voz de Houston increasing its circulation).

Utah's largest Spanish-language newspaper, El Observador de Utah, celebrated its two-year anniversary last Thursday by announcing changes to its name and distribution schedule. Beginning this week, El Observador — a sister publication to the Deseret News — will be delivered on Wednesdays and Saturdays under the name OKEspañol. The changes are part of an effort to reach beyond Utah as well as provide a greater breadth and depth of coverage to local subscribers, editor Patricia Dark said. "We have a team of reporters and we want to make sure they have time for in-depth, family focused reporting," she said.

Currently, the newspaper provides free at-home delivery to more than 11,600 subscribers, Dark said, as well as being available in business locations along the Wasatch Front. Starting Friday, copies of OKEspañol will be available in stores the evening before delivery, on Tuesday and Friday nights.Dark said the focus of the newspaper is to provide the necessary information for families in the Latino community. In connection with the new name, a comprehensive web site is being launched at okespanol.com that will include tools and mobile apps for information on topics like health, education and personal finance."Anything, really, that affects families," Dark said. "There's nobody else out there servicing their information needs." The announcement comes after recent changes to the newspaper's management, which included the addition of Greg Peterson as publisher. "As we look to expansion, we steadfastly maintain a strong commitment to our Utah-based market and continue the focus on providing Utah's Hispanic community with the trusted coverage they have come to expect," Peterson said in a prepared statement.

New Jersey: Reporte Hispano Expands Circ and Frequency

In New Jersey, Spanish-language newspaper Reporte Hispano recently increased its circulation to 55,000. In addition, it went from a biweekly (twice) a month to a weekly, schedule, Cara Marcano, publisher of Reporte Hispano tells Portada. Reporte Hispano also publishes the website www.reportehispano.com.

Marcano says that half of Hispanics in the New York DMA live in the New Jersey. According to Marcano, most New York based Hispanic media properties offer only 0-5% of their total reach into New Jersey.
Reporte Hispano also specializes in Hispanic event marketing and email marketing targeting the booming Hispanic market in New Jersey.


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Marcos Baer @MarcosBaer

Marcos oversees editorial and sales. He is based in Portada's NYC headquarters. Prior to launching Portada in 2003, Marcos worked in both the media and finance sectors. He occupied leading roles at the Spanish edition of The Wall Street Journal, in Spain’s newspaper Cinco Dias and at SwissRe. He is an MBA, and a CFA. Marcos is a print junkie and also loves all things digital media. He also is passionate about everything related to New York City and loves to play tennis.

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