December 4. 2006
HYPA Launches Tus Amarillas in Chicago

The Hispanic Yellow Pages of America (HYPA), a portfolio company of Hispania Capital Partners, LLC is releasing its redesigned Spanish-language directory in Chicago this month, Tus Amarillas.



The directory was originally developed by Chicago's La Raza back in the mid-nineties; Hispania sold La Raza to Impremedia last year, but kept the Spanish-language directory.

HYPA's EVP and General Manager Michael Reagan told Portada: “Basically, we've redesigned the whole look and feel of the book. The new version is much more user-friendly and tailored to the needs of the Hispanic community that it serves.” Mr. Reagan noted that Chicago is presently home to over 1 million Hispanics.

One major change is the audio component of the new books, which was developed by a company called Century Interactive. This feature allows consumers to call a central number and access everything from weather news to their horoscope. The line also offers direct connect to advertisers. In addition, the feature facilitates audio advertisements served at the beginning of the call, before the caller accesses the desired content.



For more information about the Hispanic Yellow Pages sector, read the following articles:


April 24, 2006: Verizon Yellow Pages Launches New Hispanic Yellow Pages in South Florida



October 24, 2006: TELMEX Acquires Controlling Interest in Cobalt Publishing



November 20, 2006: A Q&A with Juan Reffreger, CEO of Seccion Amarilla USA

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