The purchase of Chicago weekly La Raza last November gives Impremedia an interesting mix of newspapers in its portfolio, including two paid dailies El Diario/La Prensa and La Opinión, and now La Raza (circ. 198,000, CAC audited), a free weekly with TMC (total market coverage) distribution. It is still uncertain whether Impremedia will apply a free TMC coverage model (or elements of it) in New York and Los Angeles. Advertisers may demand a TMC product in these markets. La Opinión, the highest circulation Spanish-language daily in the U.S. (paid circulation Monday-Friday 125,000, ABC audited), reaches a relatively small portion of the more than 1.7 million Latinos living in Los Angeles County. Its free, weekend door-delivered product, La Opinión Weekend Direct, reaches 667,000 households in Hispanic areas throughout Southern California. La Opinión Weekend Direct is delivered on Saturdays and Sundays.

New York's El Diario/La Prensa (paid circ. Monday-Friday, 50,000, ABC audit) hopes to improve its zoning capability in New York City in order to better meet the demands of advertisers, particularly retailers, who want a more precise marketing tool. A full-fledged home-delivered TMC product could be a challenge in New York, particularly in Manhattan, where many apartments are in high rise buildings and newspaper deliverers might be barred entrance by management companies. Postal delivery could be a solution, although a very expensive one (Mailing through the US Postal service costs publishers around US $200 per 1,000 newspapers). Impremedia's CEO Doug Knight tells Portada® that the company is studying the financial viability of different distribution programs. “It's all about the math,” Knight concludes.


Portada Staff

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