Boricua Bash

In celebration of the 50th annual Puerto Rican Day Parade, El Diario/La Prensa is running a special supplement in honor of the event. “Editorial coverage will chronicle the evolution of the parade since its inception,” says editor of supplements Gonzalo Aburto.

As part of the coverage, El Diario/ La Prensa will showcase covers from past issues dedicated to the event. The paper will also feature Ricky Martin, who is this year’s parade “king,” a departure from the tradition of having parade marshalls.

“Response from advertisers has been phenomenal,” says advertising director Ingrid Jimenez. “We’ve seen everyone from lawyers to retailers eager to participate.” Jimenez says advertisers are sponsoring premium giveaways at the event, and some are even advertising on the floats.