Fronteras Debuts in East Bay

Fronteras, the weekly Spanish-language newspaper was recently introduced in several East Bay communities by the Contra Costa Times (area: Central and East Contra Costa County; type: suburban daily newspaper; circulation: 105,782 daily and 113,031 on Sundays), which is owned by Knight Ridder. The 28-page edition of the tabloid newspaper is available free of charge at approximately 60 retail locations, along with news racks. Fronteras, which is co-produced by Universal Press Syndicate and Danilo Black in Mexico, contains 28 full-colour pages of ready-to-print editorial content targeted at a Hispanic audience.

The weekly paper combines lifestyle stories with national and world news as well as customized local news, events and information. The local news section spans over four pages (including the cover page) and “tries to be across the board”, as Peggy Spears, from Contra Costa Times Communications explains. Each edition allocates eight pages to national and local advertisements, which are sold through the Contra Costa Times. Although national ads are targeted preferably, the bulk of advertising currently generated by Fronteras is local and comprises of “all ad categories”, as Spears says.

Fronteras is being distributed in East and West Contra Costa County, Dublin, Pleasanton, Livermore and the Alameda County. There are no plans to extend the distribution into the San Jose Area, where a sister paper of the Contra Costa Times is already distributing a Spanish language paper. Knight Ridder, however, intends to expand distribution to other Bay Area cities over the next several months. The eventual Fronteras territory is expected to include all nine Bay Area counties, including the two that comprise the East Bay; and adjoining counties such as Santa Cruz, Monterey, San Benito and San Joaquin. The circulation of Fronteras in its current Northern Californian distribution area stands at 40.000. An increase in circulation of approximately 100% is envisaged until the end of the year.

Fronteras is already published in various states across the U.S. by other partner publications, who opted to cooperate with Universal Press Syndicate and Danilo Black in order to reach the fast growing Hispanic reader market. Areas covered and partnerships established include: The Aiken Standard (South Carolina, Evening Post Publishing Company, circ. 13,364 daily and 14,066 Sundays); La Voz Independiente (North Carolina, Hendersonville Times-News, circ. 10,000); The Eagle (Bryan, Evening Post Publishing Company, circ. 25,000 daily); the Albuquerque Journal (Albuquerque and Santa Fe, Lang family, 110,000 daily, 160,000 Sunday); The Times Record News (Wichita Falls, Scripps, 34,076 daily, 38,104 Sunday); and La Prensa Hispana (Columbus, Culturas Publications, weekly, circ. 25,000).

Franz Solms Laubach