Hoy Fin de Semana to be distributed in La Bolsa Azul, circ. jumps to 1.4 million

What: Hoy Fin de Semana, the weekend home-delivered newspaper published by Tribune's Hoy in Los Angeles, Chicago and Philadelphia, will now also be distributed within La Bolsa Azul, a polybag that is door-delivered  in Tijuana and Mexicali on the Mexican-U.S. (California) border.
Why it matters:
National Advertising Sales for La Bolsa Azul will now be handled by Hoy Tribune’s National Advertising Sales Team and the Tribune 365 National Solutions Group and no longer by the San Diego Union Tribune. The move adds a 130,000 copies to a new total circulation for Hoy Fin de Semana of 1.4 million. Hoy Fin de Semana is the largest home-delivered weekly publication in the U.S. Hispanic market.

Hispanic NewspapersEffective for the April 11th drop date the editorial wrap Enlace Extra, published by the San Diego Union Tribune, will be replaced by Hoy Fin de Semana with editorial content provided by Hoy’s Editorial team. National and Regional Advertising Sales for La Bolsa Azul will now be handled by Tribune's Hoy National Advertising Sales Team or Tribune 365  and no longer by the San Diego Union Tribune or representatives of the San Diego Union Tribune such it's Spanish-language Enlace newspaper.

La Bolsa Azul (The Blue Bag), a home delivery solution for print advertising and direct marketing managed and owned by the Herrero family, claims to be the only licensed household distributor in Baja California. Established in 1991, La Bolsa Azul's polybag packaging, provides a protective layer for preprint advertising.  It has proven to be a valuable advertising vehicle  that reaches US/Mexico border shoppers. 61% of Mexican nationals who cross the border are on a mission to shop.

We are "soft launching" with a 4 page tab wrap.

Content Strategy

"The Tijuana and Mexicali editions of Hoy Fin de Semana will be the same for now, we are "soft launching" with a 4 page tab wrap, very similar to what they were running before," John Trainor, Publisher and General Manager of Hoy Chicago tells Portada. He adds that in a few weeks Hoy will escalate the piece to a full editorial product "much like the one we have in our other markets which include content designed for everyone in the family; in-depth enterprise stories of major interest, entertainment, pastime and some locally generated content will be added as well. In Los Angeles and Chicago we have versions by zone and expect to be versioning in a similar fashion in Mexicali and Tijuana in the very near future."

Trainor notes that Tribune is very excited with this new partnership, "the Reyes family has been perfecting their distribution methodology for the past 23 years and now by combining our effective editorial strategy, Hoy and Tribune's solid partnerships with national advertising clients combined with La Bolsa Azul's successful track record; we will be taking this already fabulous product to new heights."

Home-delivery is welcomed by many retail advertisers who target Hispanics.

Expanded Footprint

Through the agreement with La Bolsa Azul, Hoy Fin de Semana adds a fourth geographical area to its distribution. It already publishes 814,000 in California  (Los Angeles, Orange County and Inland Empire); 335,000 in Chicago. It is also distributed with Tribune owned The Morning Call on Friday's in Pennsylvania  (Allentown, Reading, Bethlehem and North East Philadelphia areas), and, now in La Bolsa Azul in Mexicali and Tijuana. Hoy Fin de Semana's content is mostly entertainment ,news and family oriented content. Home-delivery is a feature requested by many retailers targeting Hispanic consumers on weekends.


Editorial Staff @portada_online

Portada Staff

MORE FROM PORTADA

GroupM’s Susan Schiekofer and Undertone’s Michael Pallad Will Discuss Brand Safety at #PortadaNY

GroupM’s Susan Schiekofer and Undertone’s Michael Pallad Will Discuss Brand Safety at #PortadaNY

Do digital advertising standards and policies need to change in the light of fake news, transparency and ad fraud issues? Hear from the executive responsible for digital trading and implementation across all of GroupM’s agencies about what needs to be done so that brands demands are 100% met.



Women in Marketing and Media: If You Don’t See Her, You Can’t Be Her

Women in Marketing and Media: If You Don’t See Her, You Can’t Be Her

Although women are increasingly more visible in the industry, there’s still a long path to go towards women achieving their full potentials and pushing their untapped capabilities to the maximum, especially for Hispanic and African-American women, who feel their barriers are even higher.