While general market newspapers continue to suffer from circulation decreases, despite growth in digital subscriptions, this is not the case for Hispanic newspapers. Several Hispanic publications, perhaps because of their strong community newspaper appeal, have increased their circulation in recent months. Below is the case of four newspapers. Two in California, one in Houston and one in Atlanta.
- La Prensa Riverside, CA
La Prensa Riverside, CA, published by Belo Newspapers, just increased its circulation to 130,000 copies per week. The Spanish-language weekly has expanded circulation to the Palm Springs/Coachella/Indio area with 25,000 issues bringing total weekly circulation to 130,000 copies per week. La Prensa Riverside had already doubled its circulation over a year ago from 65,000 to 105,000 copies per week. Riverside/San Bernardino is the 4th largest Metro for Hispanic population. Also, these areas are showing record growth for the Hispanic population. Anita Grace of Anita Grace AD Execs in Minneapolis tells Portada that “nearly 2 million of the LA DMA Hispanics live in La Prensa’s distribution area.” La Prensa Riverside circulation is audited by VAC and is the only Spanish language newspaper specific to the Inland Empire. According to Grace, “La Prensa is distributed in racks in high Hispanic traffic areas and places where pick up remains high. We want to keep the pickup rate where we expect it to be so if a location has a few copies left over one week, we are going to move those to a location which runs out quickly.”
Grace sells advertising into National & Strategic Accounts for La Voz AZ, La Prensa Riverside , Excelsior OC and El Sol Salinas, CA at Anita Grace AD Execs in Minneapolis. La Prensa also recently introduced an i-phone App.
- El Clasificado, CA
El Clasificado, a weekly classified newspaper published by EC Hispanic Media that originated in Los Angeles in 1998, has expanded to several other markets through a sophisticated distribution system. Its weekly circulation just increased from 500,000 to 510,000 reaching over 300 cities through 28,000 distribution points in Los Angeles, Central Valley and San Diego. More than 1.5 million readers through racks in counties including Los Angeles, Orange, Ventura, Riverside, San Bernardino, Kern, San Diego, Imperial, Fresno, Madera, Tulare and King. Hugo Hernandez, Director, Marketing, Events and National Sales at EC Hispanic Media tells Portada that “few people realize that every week we actually print 46 different publications targeting 46 distinct zones. One can buy one zone or all 46 zones, it is very efficient and eliminates waste.”
- La Voz de Houston
Hearst’s La Voz de Houston late last year announced that it expanded its weekly circulation to 405,000. The Spanish-language newspaper started to be published on Wednesday’s. The mid-week issue, focuses on providing useful, forward-looking information and events listings, is a complement to the weekend publication, which offers enterprise stories on the issues most compelling to the Latino community, exclusive sports and entertainment content and original series and opinions.
- Atlanta’s Mundo Hispánico
Atlanta, GA, Spanish-language weekly Mundo Hispánico, published by Cox Media Group, has a circulation of 71,000. Over the last year it has introduced several new publications that are published as stand-alone publications and cater to distinct audiences. They include legal Magazine Mundo Legal, which is published three times a year with a circulation of 30,000. Padres & Hijos magazine, a monthly parenting magazine as well as health magazine Mundo Salud (3 times a year). Two more biannual magazines are going to be introduced in the next few months: Mundo Educacion (education) and Mundo Belleza (Beauty).