Spanish newspaper ups Chicago circulation
By Leah McBride Mensching, Monday 17 September 2007 at 22:52 :: Circulaton & Distribution :: #573 :: rss
Tribune Company's daily Spanish language newspaper will increase its circulation in the Chicago area by about 40 percent beginning Monday, in response to a rapidly growing Hispanic population.
Hoy will also increase penetration into several of the city's suburbs, while the paper's home-delivered weekly supplement, Fin de Semana, will increase in stages, from 211,000 to 290,000, beginning in October.
As the Hispanic population in the Chicago area continues to grow, especially in the suburbs, the adding to circulation and coverage area is the next step in the newspaper's evolution, Julian Posada, general manager of Hoy, told PR Newswire.
“With pass-along rates of three per copy in the city and five per copy in the suburbs, Hoy currently reaches 449,000 readers every week,” Posada said. “With this expansion, we should be able to serve even more of them with relevant, unique content, including new, dedicated pages of suburban news and advertising content.”
Hoy replaced the weekly Spanish-language newspaper, Exito, four years ago.
One in five residents of Chicago and its outlying suburbs, or 1.8 million people, are Hispanic, according to PR Newswire. Of those residents, over half are Spanish-dominant or bilingual. The Hispanic population is expected to grow by 22 percent in the suburbs in the next three years, and six percent in the city, with Hoy being the population's primary source of news and information.
And while readership has grown 27 percent in the past three years without a distribution increase, “our expansion is critical to the long-term success of Hoy,” Posada told PR Newswire.
Hoy, the United State's leading Spanish-language newspaper published by the Tribune Company, has daily editions in Chicago and Los Angeles. Average weekday circulation is 160,000, with daily readership of 380,000.
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