Reflejos re-launches in the competitive Chicago newspaper market…

Reflejos Publications LLC, a wholly owned subsidiary of Paddock Publications, unveiled a new look for its free weekly Reflejos (tabloid, circ. 55,420, bilingual), which made its debut on Sunday, September 26th with an increased circulation and expanded coverage for Chicago's growing suburban Hispanic readership. Other Hispanic pubs in the windy city have also introduced redesigns. Portada® estimates that the Chicago Hispanic print media advertising market has an annual volume of between US $15 and $20 million. Chicago's 1.5 million Hispanics (16% of the population) make it the third largest Latino market in the nation.

During the first eight months of 2004, Reflejos had advertising revenues of close to US $0.4 million, according to CMR/TNS Media Intelligence. The new Reflejos will offer expanded editorial and a stronger emphasis on Spanish-language stories, said Douglas K. Ray, president and chief

executive officer of Paddock Publications, publisher of the English-language Daily Herald (circ.150,000) which serves suburban Chicago with local editions. The newspaper design firm Garcia Media created the new look for Reflejos.

Four years ago, Paddock Publications noticed the rapid influx of Hispanics into Chicago suburbs and decided to buy Reflejos. Jerry Campagna, of the Chicago suburb Elgin, had owned Reflejos since 1996 and has continued to lead the paper under Paddock's ownership. Campagna plans to uphold Reflejos' mission to promote education among Hispanics through a bilingual edition, build the paper's distribution and advertiser base, and continue its strong community outreach.


The largest publication in the Chicago Hispanic newspaper market is the weekly La Raza (Impremedia, circ. 200,000, Spanish, ad revenues Jan-Aug US $7.1 million). In July, the 34 year old paper based in Chicago's North side, added two metro editions to the four suburban editions it launched last year. The new pubs enable advertisers with budget constraints to buy ads inspecific areas, instead of having to place ads in the entire Chicago market. La Raza also added more Mexican news, a weekly English-language section, and two supplements: Ovacion (sports and entertainment) and Autos y Más (automotive). La Raza executives are also considering a mid-week edition or possibly becoming a daily, publisher Robert J. Armband recently told the Daily Herald.

Tribune Co., publisher of the Chicago Tribune (daily circ. 694,000, Sunday 1 million) also publishes the Spanish language daily Hoy in Chicago, New York and Los Angeles. Tribune recently withdrew reported circulation figures for all Hoy editions for the six month period ending March 31, 2004 to facilitate an audit by the Audit Bureau of Circulations (ABC). Hoy-Chicago reports a daily circulation of 30,000 copies. Analysts estimate that Hoy sells about 10,000 copies a day.

Chicago's Hispanic newspaper landscape also includes Lawndale News, published by the Nardini family (weekly, circ. 198,740, bilingual). Lawndale News had total advertising revenues of close to US $3.7 million during the first eight months of this year, according to CMR/TNS Media Intelligence. Other publications targeting Chicago's Hispanics include Extra (weekly, circ. 63,000, US $1.1 million in ad revenues), El Imparcial Chicago (Zeke & Rose Montes, weekly, circ. 20,000), Latinos Social (Liliana G. Gentile, less than monthly, circ. 75,000), Nuevo Siglo Newspaper (Leon Martinez, weekly, circ.20,000), Ritmo Magazine (monthly, circ. 40,000, bilingual), Teleguía de Chicago (Zeke & Rose Montes, weekly, circ, 20,078, Spanish).

… and rack distribution vs. home-delivery

With the exception of Hoy, all of Chicago's Hispanic pubs are distributed free of charge through racks and home-delivery. Advertisers tend to prefer home-delivery because consumers get advertising and FSIs delivered to their doorsteps. But home-delivery is expensive. A publisher pays about US $90, depending on the newspapers weight, for every thousand home delivered newspapers. Rack distribution only costs US $2 per thousand newspapers.