The Wall Street Journal Special Editions announced today a partnership with the bilingual Chicago weekly Reflejos (Paddock Publications). Beginning September 18th TWSJ Spanish language supplement will be distributed every weekend inside Reflejos which goes out to 100,000 Hispanic households — including costly U.S. Postal Service delivery to 30,000 – in suburban Chicago.
Spanish language Wall Street Journal Special Editions are also carried by El Sentinel (Tribune Company, circ. 95,000, weekly, Spanish) in South Florida, The Washington Hispanic (Johnny Yataco, circ. 28,000, weekly, Spanish) and Su Guia (North Jersey Community Newspapers, circ. 33, 355, weekly, Spanish) in the U.S. Hispanic market, as well as 21 newspapers in Latin America and Spain. Although she would not disclose the specifics, Ametrano says TWSJ is negotiating deals to further expand distribution in the U.S. Hispanic market.
More affluent Hispanic markets
Hoy and Rumbo both stopped carrying TWSJ Special Editions last year, leaving carrier papers that target more affluent Hispanic markets. Although Ametrano did not want to comment, it appears that part of TWSJ's new strategy is to more carefully target their Spanish-language supplement to affluent and educated U.S. Hispanic markets.