Tribune is putting out its first TMC (total market coverage) product in Chicago in early November. The free paper will be distributed to 260,000 Hispanic households in Chicago on Saturdays and Sundays. The distribution will be mostly door-to door but will also include boxes in Chicago areas with high Hispanic populations as well as over-the-counter retail.
“This effort is an outgrowth of Viva Hoy, an Hoy-supplement that currently has a 150,000 distribution on Fridays,” Thomas Pellicane, senior VP for sales & marketing at Hoy tells Portadatm. “We will be providing a snapshot of Hoy-Chicago. We expect to have a fairly high conversion rate for our TMC product to Hoy Chicago subscriptions,” Pellicane notes. On average, the TMC product will be charging a CPM of US $15.
Tribune's TMC product will be providing a platform for brands trying to expand their exposure to Chicago's Hispanics. The product has attracted some brands who are interested in advertising by inserting FSI (free standing inserts) in the paper. Examples of these brands are Sears and Jewel. Local advertisers will have the opportunity to advertise in one of four different zones. According to Pellicane, “zoning gives the possiblity to direct marketers to do campaigns around specific stores.”
However, all zones will have a common editorial product. The TMC product will have 40 pages. It will be a shorter version of Hoy-Chicago (which has a page count of between 60-96 pages). Its main content will be about local news, community news, sports and entertainment.
Isn't the Chicago market too crowded?
Hoy-Chicago's new TMC product is certainly not the only print media platform attempting to reach out to Chicago's Hispanics. On September 14th, the mostly free distribution weekly La Raza, increased its circulation from 150,000 to 190,000 in an effort to reach out to Chicago's suburbs (Waukegan, Aurora, West Chicago, Elgin, South Chicago, Blue Island, East Chicago and Indiana). With the expansion, targeting 50% of households in the Hispanic market, will come the first editorial and advertising zoning. Similar to Hoy-Chicago's new TMC product, the area will be divided into four zones. “Each zone has its own editor, sales staff, and distribution team,” Robert Armband, publisher of La Raza says.
Hoy's Pellicane claims that “there is room in the market for everybody.” “Some of our advertisers also advertise in La Raza. Other advertisers in Hoy-Chicago have told us that they want more reach,” he adds. Pellicane noted that Tribune might launch a similar Spanish-language TMC product in New York. Chicago, with a Hispanic population of 1.6 million, is the nation's fourth largest metropolitan area and is experiencing the fastest growth rate among the top five Hispanic metropolitan areas in the U.S., which include Los Angeles, New York, Miami and Houston>