The Wall Street Journal is extending its franchise into the US Hispanic market. In late October, Dow Jones's flagship publication announced its first partnership with a Hispanic newspaper. According to the agreement, Washington Hispanic will publish two-pages of The Wall Street Journal Special Edition in Spanish every Friday. Washington Hispanic is a Spanish language weekly with a circulation of 28,000, serving Hispanics in the Washington DC metropolitan area.
Johnny A. Yataco, publisher of Washington Hispanic, would not disclose the financials of the transaction, but told Portadatm that the deal gives his weekly exclusive rights to The Wall Street Journal content in Spanish for the District of Columbia, Maryland and Virginia. Yataco adds that an advertising alliance with The Wall Street Journal will channel existing Wall Street Journal advertisers who want to target DC's Hispanic population (490,000 persons) to the Washington Hispanic. “With this deal we gain access to content which is very compelling for Latin Americans working in the DC area at supranational institutions such as the IMF or the World Bank.” He hopes to attract this segment of DC's Hispanics because their high purchasing power makes them attractive to advertisers.
The agreement with Washington Hispanic is the first step in the Dow Jones's attempt to build a national Hispanic distribution and advertising network for its The Wall Street Journal Special Edtitions (TWSJE). TWSJE are published in 38 newspapers, for readers in 34 countries, through branded pages in different partner newspapers. It has a total circulation of more than 6.7 million. TWSJE's most important component is the The Wall Street Journal Americas, published in Spanish and Portuguese in 21 newspapers in Latin America and Spain. The pages are written by a team of 22 translators, editors, and journalists, supervised by managing editor Edward Schumacher in Dow Jones's offices in Harborside (New Jersey). Schumacher's team will also be preparing editions, like the one for Washington Hispanic, for the US Hispanic market. In addition to The Wall Street Journal Special Editions, Dow Jones publishes The Wall Street Journal Sunday, carried in 74 English speaking US newspapers with a combined circulation of 10.8 million. It will be interesting to see whether TWSJ's Hispanic effort is hindered by its presence in the English speaking newspaper market.