USA Weekend inserted in Hispanic Newspapers: Are Hispanic Readers Going Bilingual? (Premium Article)

A few years ago, Gannett’s USA Weekend Magazine evaluated whether to launch a USA Weekend en espanol edition. While that did not happen the English-language version of USA Weekend magazine is now being inserted in an increasing number of Hispanic newspapers.

“This could be the reflection of both an increasing bilingual preference of Hispanic newspaper readers (the majority of Hispanic newspapers is published in Spanish) as well as the recognition by USA Weekend that it needs to offer Hispanic audiences to its advertisers.

“USA Weekend approached us in the beginning of 2010 saying they wanted to increase their circulation in Los Angeles County. We were at first skeptical about

inserting an English language product, but we have not received any negative comments from our readers in the last six months since we have been inserting the publication,” Jim Munson, Advertising Sales Manager at Impacto USA, Long Beach tells Portada.

“We do not sell advertising around the publication. USA Weekend does pay a carrier fee to Impacto USA”, Munson adds.

Only last week La Prensa Riverside (Riverside, AH Belo)announced that it was adding USA Weekend as an insert into La Prensa. Interestingly, USA Weekend is not inserted into La Prensa’s sister English-language newspaper The Press Enterprise. “The Hispanic audience is highly bilingual. More and more this is a story of both languages”, Frank Escobedo, publisher of La Prensa told Portada.

Hispanic newspapers USA Weekend is inserted in are:

Hoy Fin de Semana (Circ. 304,631, Weekly, Spanish, Los Angeles, Tribune)
Impacto USA (Weekly, Spanish, Orange County, Media News)
La Prensa Riverside (Circ. 65,790, Weekly, Spanish, Riverside, A.H. Belo)

El Sentinel (Weekly, Spanish, Ft. Lauderdale, Tribune)
Centro Mi Diario (Circ. 35,312, Weekly, Spanish, Tampa, Media General)

La Raza (Circ. 151,995, Weekly, Spanish, Chicago, ImpreMedia)

Source: USA Weekend

USA Weekend Magazine is published by each week in more than 700 (carrier) newspapers nationwide. The Hispanic newspaper weekly circulation of USA Weekend is approximately 900,000.Gannett and has a total weekly circulation of 22.6 million. It is inserted