“Right now, we’re moving forward on two main fronts: growing Hoy Chicago on a local level to deliver relevant and compelling content to our readers, and rolling out our new web destination ViveloHoy.com, which we expect to be one of the top 10 Latino sites in a short period of time,” Hoy’s GM John Trainor tells Portada.
Trainor says that Hoy Chicago is currently on track to post a 20%-22% revenue increase over 2007. He notes that declining revenues from the ailing auto and real estate markets have been supplanted by the increase in classifieds and inserts: “Pre-prints, particularly in the retail sector, have been largely responsible for this growth.” Hoy Chicago’s national sales efforts are headed up by a team of 8 salespeople.
Hoy’s weekend product “Fin de Semana” is distributed to 300,000 households every weekend in largely Hispanic neighborhoods. Trainor notes that Tribune is the only company in Chicago that can offer non-duplicate penetration in both the general and Hispanic markets.
“Vivelo Hoy, which will launch in mid-October, is a national Web destination with channels covering everything from news and entertainment to music and luxury,” says Trainor. “As the name suggests (which means literally “Live it Today”), the site is really a celebration of being Hispanic, and the interactive content will reflect that. There will be video, music, contests, daily jokes, and fashion-related content.”
The site will pool Tribune’s editorial resources, and offer both English and Spanish-language content. “Language is a function of culture,” says Trainor, “and ViveloHoy will accommodate both our Spanish-dominant and English-dominant readers with a variety of exciting content.”
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