Vida en el Valle, a bilingual weekly newspaper published out of Fresno, CA,will expand to the Sacramento and Stockton markets early next month.
Vida en el Valle ispublished byThe Fresno Bee (owned by McClatchy Company). Vida en el Valle will begin distributing to 40,000 households through The Sacramento Bee (Mc Clatchy Corp.) and another 20,000 through a cooperative agreement with The Record in Stockton (owned by Ottaway Newspapers).
With its expanded distribution of more than 167,000, Vida will cover a vast portion of the San Joaquin Valley, which is currently the fourth largest Latino market base in the U.S. Vida is delivered to address-specific homes that fit the profile for a Latino market , helping advertisers identify potential customers. Advertisers may buy any combination of the five editions.
Separate editions in each of five geographic regions will provide local news and advertising to residents of Fresno, Modesto, Merced, Stockton and Sacramento. Copies also are available in racks and stores.
"One new thing that we are doing is running local stories on each of the five zoned editions, which we have not done in the past," said Editor in Chief Juan Esparza. "This should give each issue added local relevance." In addition Vida will feature a Countdown to the World Cup section, covering the situation as it develops. There are also plans in place to run a regular "telenovela" column, following current soap operas, which are highly popular among Hispanics.
With the Feb. 1 expansion, Vida en el Valle will serve a total Latino population of 1.7 million in Fresno, Tulare, Kings, Madera, Merced, Stanislaus, San Joaquin and Sacramento counties. Vida provides local and statewide news of interest to Latinos in the Valley, news from Mexico and Latin America, and in-depth coverage of Latino entertainment, people and events.
One new development accompanying the expansion is the addition of a full-time reporter in the state's capital, Sacramento, to follow the latest political news.
"The San Joaquin Valley is a major player in the United States' Latino community, and Vida en el Valle will strive to serve this fast-growing segment of the population," said Valerie Bender, Publisher of Vida. "We are excited that Vida en el Valle will reach out to a greater segment of this population."
New advertisers include Latino entertainment. The magazine does run free-standing inserts (FSIs).
Vida en el Valle was started August 29, 1990, as a free bilingual newspaper publication of The Fresno Bee to serve the Latino population.
Juan Esparza has been editor since Vida was started in August 1990 with a distribution of just 19,000 in Fresno County.Today the home delivery/single-copy ratio stands at 132,442 to 35,560, the vast majority being home-delivered.