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Hispanic Market News< Back To Hispanic News Homepage La Prensa, Riverside Profile
Q) Can you tell us a little about yourself and how you became involved in Hispanic Newspapers? Your background? A) I was born and raised in Southern California, and have worked for previous publications. I have always respected Spanish-language newspapers, so when I got the opportunity to join La Prensa 5 years ago, I could not say “no.” As a result, I helped launch our Coachella Valley newspaper El D , and am currently working on other projects to secure our standing as the leading Spanish-language newspaper in the Inland Southern California region. Everyday, as in work or familia, I do it “CON GANAS Y PASION.” Q) Tell us in short, about La Prensa, the vitals, background and benefits? A) La Prensa began in 1999, and was established by combining industry-honored journalism (13 awards from the Society of Professional Journalism for 2002 thru 2006 efforts), with renewed commitment to cover issues of interest to Spanish-speaking communities. We established a business model of a weekly newspaper, offering a wide range of classified and retail advertising that has been widely copied in the Spanish-language newspaper industry. We have garnered respect through being in touch with, and participating in readers’ lives. The La Prensa/ El D award-winning news staff actively seeks and continually addresses issues of concern to our growing readership. Through special sections in our publication we bring focus on critical areas such as health care, higher education, income taxes, and back-to-school planning. That’s just for starters. Week to week, we cover local and regional news -- information that most directly impacts readers. Inland Southern California is the sixth largest Hispanic market in the nation Q) Southern California is obviously a strong Hispanic marketplace; can you give your breakdown of the Riverside market, any misconceptions, strong points? A) Inland Southern California is the sixth largest Hispanic market in the nation with a population of 1.5 million, representing more than 45% of regional population. This makes the Inland Area a larger Hispanic market than Houston, Phoenix and several other better-known areas. Our La Prensa/ El D newspapers reach not only the newly-arrived immigrants, but the second to the fourth generations that want to learn, or keep up with Hispanic issues, and maintain the cultural connection to their roots. Q) How does La Prensa work to ensure distribution, circulation and readership within your market? A) La Prensa/ El D is published and distributed each Friday, at more than 1,000 locations covering 41 regional cities. Expansion has been dramatic -- a 412% distribution increase in the first four years of publication. And, the arrow still is going upward. In 2004, under the banner of El D, we introduced our weekly to the Coachella Valley. We are seen, read and respected by citizens in 50-plus communities throughout Riverside and San Bernardino Counties with a circulation between 70,000 and 72,000 copies. We also have our web site, laprensaenlinea.com, reaching the growing market of Hispanic adults, 47% of which are online. Q) Currently La Prensa distributes throughout Riverside, and you have El D, your sister publication covering the Coachella Valley (Palm Springs areas), any plans for future expansion? A) We are currently working on a project that will expand our circulation. Our goal is to be at 80,000 plus by the end of 2007. Also, we are adding daily content to our website, so that readers will be able to find the latest news en espanol. Q) Since you are published by a general market daily, what type of programs, such as local event marketing, or community-based efforts does La Prensa do to stay in touch with the pulse of your local Hispanic community? A) La Prensa takes pride in reaching out to the community it serves. We celebrate Hispanic Heritage Month in a big way. With our colleagues at The Press-Enterprise, La Prensa sponsors the annual two-day, ten-block long Fiesta de la Familiar in downtown Riverside. This free, family-oriented event quickly has grown in structure, to include dozens of local businesses eager to put their name and product or service before 80,000 plus attendees. Q) General market dailies have had a rough run recently, with declining circulations and online competition. Where do you see Hispanic newspapers, either within your local region, or nationally, being within the next 2 to 5 years? A) More and more, the newspaper industry is understanding the viability and profitability of niche publications. Given the increasing demographics, our aim is to continue “riding the wave,” by offering a better product for both our readers and advertisers. We are further refining our business model to include the web, along with the print publications. Q) Any closing thoughts? A) Big market. Quality newspaper. When our advertisers think “PROFIT” they think La Prensa/ El D. Our unique position in the marketplace assures that our customers receive both values for their advertising dollar and are able to reach an eager, expanding consumer base for their product or service. |
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