Entertaninment sections of four Hispanic newspapers to be rebranded Vivelohoy.com. 

Tribune is introducing Tribune Hispanic, a cross-platform advertising initiative. The idea is to deliver Hispanic consumers to marketers via print, online, television, mobile, out-of-home, digital signage and events, building on the foundation provided by the company's four Spanish-language media properties.

According to Tribune Co., Hoy Chicago, Hoy Los Angeles, El Sentinel Orlando and El Sentinel South Florida already reach an estimated 1.7 million Hispanic consumers weekly in markets that are home to roughly 28 percent of the nation's Hispanic population.

Those papers are renaming their entertainment sections ViveloHoy, as well as putting out coordinated special sections for the 2010 World Cup and the 200th anniversary of Mexico's independence, as part of the Tribune Hispanic effort.

“Our increased level of collaboration will shortly translate into more meaningful, efficient and consistent solutions our national advertisers can tap into," John Trainor, general manager of Hoy Chicago, said in a statement.

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