The New York Daily News is embarking on a new promotional campaign for its weekly Spanish-language newspaper, Hora Hispana, under the direction of Advertising Director Rudy Zaccagno. The paper recently increased its distribution to 250,000 up from 200,000. Hora Hispana is audited by CAC as of September, 2005. With its current circulation, it stands as the largest weekly Hispanic newspaper in the USA.
The paper is delivered door-to-door in areas of high Hispanic concentration, such as northern Manhattan, Brooklyn, Queens, and the Bronx. However the additional 50,000 copies will be allotted to New Jersey's Hudson County, an area with a robust Latino community.
The weekly paper arrives bagged and wrapped around all NYC supermarket, drug-store chains, and major retailers' circulars.
The paper includes a monthly section called “Buen Provecho,” which is dedicated to gourmet food and good-living. According to Zaccagno, the section has been quite successful in attracting local advertiser interest from Pathmark, Key Foods and Cibao Meats, among others.
The New York Daily News has commenced with a $250,000 campaign to promote Hora Hispana on Billboards in areas of circulation. The campaign begins in late February and will run for approximately 8 weeks.
Whereas Hora Hispana is a stand-alone, Spanish-language product geared toward first and second-generation Hispanics, Viva New York, the New York Daily News' other Hispanic product, is inserted into the Daily News one Sunday per month. Viva New York is directed more towards acculturated Hispanics: “The key word here is synergy,” explains Zaccagno. “The two magazines are complementary in that they both seek to reach the Hispanic community, but in reality they are two different audiences.”
Zaccagno describes Viva New York as a “Hip, vibrant, four-color magazine with a nice edge to it.” Unlike its Spanish-language counterpart, Viva NY is fully bilingual, with all of its articles appearing in both English and Spanish.