La Prensa Riverside Expands Circ., adds USA Weekend Magazine as Insert

La Prensa Riverside, the Spanish-language weekly published by A.H. Belo’s The Press Enterprise, is increasing its circulation starting in August from 67,500 to 107,500. “Starting in August we are increasing our circulation by 10,000 every 6 weeks until we reach 107,500”, Frank Escobedo, publisher of La Prensa Riverside tells Portada. The added distribution will be mostly delivered over racks. Areas of increased circulation will be East Los Angeles as well as Riverside and San Bernardino counties. La Prensa is adding 1,000 racks to its distribution. The increase in circulation is the result of advertiser demand, mostly retail advertisers, and the significant growth of the Hispanic population in both San Bernardino and Riverside counties.

Escobedo cites a study by Brookings Institution, published in May 2010, according to which the Inland Empire is the fastest growing area in the U.S. for the Hispanic population. In addition,  the Census Bureau recently published data, based on the 2000 Census count, according to which in 2009 48.1% of Riverside County’s population was Latin compared to 29.2% in 2000. For San Bernardino County the data points are 44.7% in 2009 and 36.2% in 2000.

USA Weekend to be inserted in La Prensa

Escobedo also tells Portada that English-language magazine USA Weekend will be published as an insert into La Prensa starting next weekend (July 2nd). Interestingly, USA weekend is not inserted into La Prensa’s sister English-language newspaper: The Press Enterprise. “The Hispanic audience is highly bilingual. More and more this is a story of both languages”, Escobedo says.

Other Hispanic newspapers USA Weekend is inserted in include Orange County's Impacto USA, which began inserting the magazine into its full 250,000 home-delivered circulation starting in January 2010.

USA Weekend Magazine is published by Gannett and has a total weekly circulation of 22.6 million. It is inserted each week in more than 700 (carrier) newspapers nationwide.

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