A "Hispanic" publication in Spain…
Like the U.S., Spain also has a large Latin American immigrant population and is therefore fertile ground for publishers trying to reach first generation Latin American immigrants. "Latino is based on the Hispanic newspaper model in the U.S. and on the free circulation press model," says Marc Baste Alujas, CEO of the Madrid based weekly Latino (Novapress, circ. 80,000, free weekly, Spanish, readership approx. 200,000). Latino was launched last Spring.
More than 2 million Latin Americans live in Spain (more than half a million of them in Madrid). Most are from Ecuador, Colombia, Dominican Republic, and Bolivia. Smaller contingents come from Chile, Venezuela and Cuba.
…similar to U.S. Hispanic pubs
"We find many similarities between Spanish and U.S. Hispanic publications. Latin American immigrants in Spain and the U.S. have similar socioeconomic realities and are looking for content that revolves around the same aspirational needs," Baste Alujas notes.
Correspondents in Latin America
Another similarity between Latino and U.S. Hispanic publications is the heavy emphasis on "news from home." Latino has correspondents in 10 Latin American countries. It also contains service oriented content (from immigration laws to local politics and police notes). A special emphasis is put on content that will help immigrants succeed (education, employment, tools for economic advancement and legal issues). Sports (emphasizing Latin American sports stars) and entertainment are also prominently featured.
"Our journalism model is based on utilitarian content and making a strong connection with our readers," says Baste Alujas. To meet that goal, Latino has a staff of more than 20 journalists led by Colombian Pedro Nel Valencia.
In terms of direct marketing to Latin Americans living in Spain, Alujas says they have not done enough direct marketing to this population to have a good idea of its effectiveness. "Some tests have gotten response rates similar to those of the average population in Spain – meaning that there are important differences depending on the product and/or service offered, but the incidence of the channel used is not significant."
has a 50/50 split between national and local advertisers. Most of its advertisers are from the financial, phone, cell phone, and automotive sectors, as well as large retailers and governmental institutions. A full page color ad has a rate card price of EU 6.325 (US $7,600). Novapress intends to expand Latino to other Spanish cities. comes out every Friday afternoon so that readers can pick it up on their way home from work. It is handed out on streets and in more than 25 Madrid subway stations, and distributed in 300+ racks (as well as in bars and retail locations). "All the points of distribution are in areas with heavy Latin American traffic," says Baste Alujas. Latino is published in tabloid format (20 to 40 pages).