Magazine article Editor & Publisher

Reaching out to Chicago Hispanics: Sun-Times Joins with la Raza, a Weekly Newspaper to Publish a Spanish-Language Supplement to Be Distributed Sundays

Magazine article Editor & Publisher

Reaching out to Chicago Hispanics: Sun-Times Joins with la Raza, a Weekly Newspaper to Publish a Spanish-Language Supplement to Be Distributed Sundays

Article excerpt

THE CHICAGO SUN-TIMES launched a Sunday Spanish-language magazine Sept. 5 in a joint venture with La Raza, the weekly Chicago Spanish-language newspaper.

La Raza Domingo is a tabloid magazine of local news and features distributed inside more than 100,000 copies of the Sunday Sun-Times that circulate in 26 city and suburban ZIP codes with substantial Hispanic populations. Individual subscribers anywhere else can arrange to have La Raza Domingo inserted in their Sunday papers.

La Raza Domingo is written and designed by the staff of La Raza, a two-decades-old tabloid with an audited paid circulation of 40,000 and a total market coverage product with a distribution of 180,000.

La Raza editor Gabriela Bustamente also edits La Raza Domingo. With the Sept. 5 launching of La Raza Domingo, the Sun-Times beat rival Chicago Tribune into the Spanish-language market by at least a few weeks.

The Tribune has announced it will begin publishing its own weekly targeting the Hispanic market -- the freestanding and free-distribution, mostly Spanish-language Exito -- in early autumn. Executives at the Sun-Times and La Raza, however, said their venture had nothing to do with the launching of Exito.

"This is something we had under way for several months," Sun-Times publisher Sam S. McKeel said. "It had such a long gestation period to ensure that La Raza would publish, and we would distribute, a high-quality publication. We had this in our plans long before the Chicago Tribune ever announced Exito."

McKeel said La Raza's involvement will be a big advantage.

"The reason I think this will work is because this is a well-established, 23-year-old publication that is well-received in the Spanish-language community and has been successful on its own hook. It's not a start-up venture. It brings its own reputation, it brings an experience of its own," McKeel said. …

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