In response to reader demand, The San Diego Union-Tribune is increasing circulation of Enlace, its Spanish-language weekly publication serving San Diego
and communities neighboring the Tijuana/Mexicali border areas. Sara Gaviria, Hispanic product manager of The San Diego Union Tribune is interviewed by Portada on The San Diego’s UT Hispanic Strategy.
Effective today Enlace is increasing its circulation by 23 percent to 112,982 copies, effective April 1, 2011. Saturday home distribution of Enlace is also increasing by 53 percent to 70,581 copies.
“Demand for Enlace is up due to the growing number of Spanish-speaking households within key areas of San Diego County,” said Rita Jurczyk, director of major media sales for the Union-Tribune.
“Enlace readers have given us valuable feedback regarding the community news, issues and features that are important to them, and we listened,” continued Jurczyk. “This increase is a testament to the commitment the Union-Tribune media company has to our Hispanic readership as we work toward our mission of building stronger communities through our information, insight and ideas.”
Enlace covers a variety of topics that are most important to San Diego’s Hispanic population including education, health and immigration, as well as life along the border, entertainment and sports.
The Union-Tribune expanded Enlace into the San Diego/Mexicali border area with its Spanish-language products in September 2010. Currently, there
are approximately11,300 copies of Enlace distributed to U.S. border communities between Tijuana and Mexicali. In addition to Enlace, its sister publication, Enlace Extra, is delivered to households in Tijuana within the Union-Tribune’s insert program and features local stories and listings for movies, live music, art, and family events.
Union-Tribune advertisers are interested in reaching Hispanic households, a demographic with an estimated annual buying power of more than $12 billion in San Diego County. The broad reach of Enlace allows advertisers to
directly reach Spanish-speaking, Hispanic households. Combined with the population across the border, the San Diego region has a population of 3.2 million Hispanics, making the border area a key market.