Content providers (news agencies, publishing houses) are creating new solutions for newspaper and magazine publishers looking for ways to better reach and connect with the Hispanic population. Universal Press Syndicate (UPS) of Kansas City and Danilo Black of Monterrey, Mexico recently launched Fronteras de la Noticia, a 32-page full color newspaper, containing news, features, sports and entertainment stories from Mexico, Central and South America. Fronteras will be customized for each local market. Publishers co-brand Fronteras with their own mastheads and distribute the weekly as an insert, or sell the paper independently. Additionally, publishers can add up to four pages of local news stories and sell advertising for the publication.
Ideal candidates for Fronteras are newspaper publishers whose communities are at least 15% Latino, or have over 20,000 Latino residents, says Kent Kirschner, director of sales in Latin America for Atlantic Syndication, a unit of UPS. “The cost for U.S. publishers to introduce this product is minuscule compared to starting a paper from scratch,” says Kirschner. The price to publishers who want to carry or distribute Fronteras will vary from market to market.
The Bilcom Group and Content That Works recently launched a service that offers supplements on a variety of topics, including Christmas and Holidays, as well as more practical content to help Latino families cope with the demands and challenges of daily life while still preserving their cultural heritage. Additionally, Contexto Latino, a joint venture between Hispanic PR Wire and Metro Creative Graphics and Editorial Services, offers publishers a monthly package of editorial features and graphics.
Consejos, a bilingual advice column published by the The Dallas Morning News, is being syndicated by Universal Press Syndicate, and will appear in The Denver Post, San Antonio (Texas) Express-News and The Houston Chronicle. Consejos, which means “advice,” focuses on relationships, culture and identity. Each week, columnists speak to young Latino adults on topics such as romance, drug addiction, and weddings.