This year The New York Times launched a campaign to attract New York's Latinos. Through outdoor and radio campaigns, NYT is trying to convince New York Hispanics that the Times can be the “primary source of information for all their news and family needs.”
NYT's Laura Partynski acknowledges that the paper has had difficulties identifying Hispanics who are billingual. It has been very difficult “to measure the bilingual target”, she notes. Spanish-dominant Hispanics tend to read one of the two New York Spanish language dailies (El Diario/La Prensa or Hoy).