The Sacramento Bee (McClatchy Corp.) is planning the launch of a Spanish-language publication that serves Northern California's Hispanics. As with many other newspapers, classified advertising will be an important part of the Bee's ad revenues. More and more newspapers are translating classified ads into Spanish to accommodate an increasing number of Spanish speaking readers. Recruitment advertising is particularly strong, because the Hispanic demographic, with average ages much younger than the general population, is more active in the labor market (see “Recruitment advertising in print and …online,” page 9, Portadatm No. 4, July/August 2003).

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