Al Dia Dallas is introducing a new publication in May. It is called Autos Al Dia.
Circulation will be 35,000, 25,000 copies will be distributed in Al Dia rack stands (all over DFW including Tarrant County, Frisco, Ennis etc..) and 10,000 distributed in the Dallas/Ft. Worth Metroplex. Autos Al Dia will be bilingual and have a page count of 24 pages.
Autos Al Dia bets on classified advertising from previously used car owners. Interestingly, the publication is not targeting national automotive brands as advertisers, but the market (owners) for previously owned vehicles. Iris Diaz, Marketing Manager at Al Dia Texas tells Portada that while Autos Al Dia will try to get automotive national advertising, a category that is expected to revive this year, “right now it looks like 100% tier 3 dollars”.
Diaz adds that “68% of Hispanics buy pre-owned cars. Research shows that new car purchases are suffering, people who have to buy a car in this economy are buying mostly used instead of new.”
Classified ads that are published in Autos Al Dia will also be published on cars.com, which also publishes a Spanish-language car site: http://www.cars.com/go/espanol/index.jsp
Al Dia Tx, owned by Belo Corp (NYSE: BLC) , has a partnership with Cars.com, a company that is a strategic joint venture among 5 newspaper companies: Belo Corp, Gannett Co. Inc. (NYSE: GCI), The McClatchy Co. (NYSE: MNI), Tribune Co. and The Washington Post Co. (NYSE: WPO).