The New York Daily News will launch Hora Hispanaon September 16th. The newSpanish-language weekly will be home-delivered to200,000 Hispanic households in Manhattan, Bronx, Brooklyn and Queens. “The first issue will carry advertising from Café Bustelo, Direc TV as well as other advertisers from the retail, education and automotive categories”, Rudy Zaccagno, Daily News Retail advertising manager and Business Manager of Hora Hispana tells Portada®.
Verizon has already commited advertising placements in Hora Hispana for 2005. Some New York Daily News advertisers, particularly in the automotive, food and education categories will also advertise in Hora Hispana.
Hora Hispana is the third Hispanic specific product of the Daily News. It also publishes the monthly VIVA, a bilingual Hispanic supplement inserted in the Daily News and the weekly VIVA update page in the Daily News, written in English. NY Daily News rival New York Post, publishes the monthly NYP Tempo, which targets young, bicultural, professional Latinos. (see “Latino supplement war in the Big Apple”, page 14, Portada®, No. 10, July-August 2004).
With Hora Hispana, the NY Daily News attempts to target the Spanish-dominant Hispanic. It will publish practical, how-to information (immigration and education) and resources that will be of use to new arrivals to the United States and to first-and second-generation Spanish speakers.
Rodolfo Queebleen, an Argentinean journalist whountil recently worked at Channel 41, has been named managing editor of Hora Hispana. He will be supported by 3 editors and 7 freelance journalists.
A reborn project
The New York Daily News had initially planned to launch a similar Spanish-language home-delivered newspaper last March. It was supposed to join four other Spanish-language weeklies (El Mensajero in San Francisco, Enlace in San Diego, Impacto USA in Los Angeles) in a national ad-sales network called Latino Newspaper Network ( see “New weekly newspaper ad sales network bets on home delivery”, page 3 Portada® No. 7, January-February 2004). The Latino Newspaper network projectfolded, mostly due to the high cost of the home-delivery of newspapers.
The Daily News' Zaccagno now states that he is interested in joining a national ad-sales network, although only after a careful analysis of the advantages of joining such a network.
Interesting distribution method
Hora Hispana is relying on a third party distribution network for its delivery to 200,000 Hispanic households in Manhattan, the Bronx, Brooklyn and Queens. It will be distributed through a network of local distributors who are already distributing local supermarket circulars in neighbourhoods with a high number of Latinos. Many of these supermarkets are owned by Hispanics. Instead of being distributed alone, these circulars will now be wrapped inside Hora Hispana. The advantage of this distribution method is that Hora Hispana is choosing those distribution areas in which the newspaper is not dropped in lobbies but at apartments doors (door knobs). “We picked those areas in which the distributors are doing door knob distribution. Its almost like direct mail. An additional advantage is that the household entry point is a woman. Women are the household members who usually make buying decisions” the Daily News' Zaccagno concludes.