Positive news for the Hispanic newspaper industry. The San Diego Union Tribune today is launching Vida Latina. A free glossy entertainment magazine available throughout the South Bay. Vida Latina has a circulation of 30,000 and mostly targets Hispanic Women in South San Diego County. Vida Latina content will feature entertainment news, novelas, television and cable program listings, music, movies, health, lifestyle and cultural events. The magazine will be available through free rack distribution every Friday at Food 4 Less, Ralphs, CVS Pharmacies, 7-Eleven, other major grocery chains, local markets, convenience stores, restaurants, medical clinics, strip malls, carnicerías and panaderías in high density Hispanic areas throughout San Diego’s South Bay.
Vida Latina attempts to capture a substantial share of San Diego local Hispanic advertising. It pursues a less affluent and more women oriented audience than the San Diego Union Tribune’s weekly newspaper Enlace.
“We are proud to have the largest Spanish-language footprint in the San Diego market,” said Robert York, director of product development for the Union-Tribune. “Vida Latina San Diego will allow us to provide in-demand content, as well as expand the opportunities for advertisers to directly reach this targeted, growing demographic.”
The San Diego region has an estimated population of 974,000 Hispanics with a forceful estimated annual buying power of $12 billion. “We continue to aggressively expand our product offerings due to our keen understanding of the diverse demographic make-up of San Diego,” said Ed Moss, president and publisher of the Union-Tribune.