Magazine article Editor & Publisher

Chicago 'Hoy' Ramping Up Circ, Moving to 'Burbs

Magazine article Editor & Publisher

Chicago 'Hoy' Ramping Up Circ, Moving to 'Burbs

Article excerpt

Tribune Co.'s Chicago Spanish-language daily Hoy is pumping up its free-distribution by 40% and expanding into the suburbs starting Monday.

On weekends, Hoy is gradually increasing the distribution number and reach of its total market coverage product Fin de Semana. Ultimately, the paper, which now delivers 211,000 to heavily Hispanic Zip Codes mostly in the city limits of Chicago, will reach 290,000 households through address-specific distribution, said Hoy Chicago General Manager Julian Posada.

The changes -- which include stationing a full-time reporter in the suburbs and dedicating pages to suburban news -- are part of a two long-term strategies, for the newspaper and for its Chicago Tribune parent.

Posada said the idea is to have no duplication of advertising preprints of the Tribune papers that are distributed on weekends: The core Tribune, the quick-read RedEye, and Hoy. RedEye, a free tabloid distributed through boxes and store drops, recently introduced a Saturday paper that is home-delivered by customer request. One regular insert in the weekend RedEye is Parade magazine, which is not included in copies distributed to Sunday Tribune subscribers.

Hoy is looking to the do the same thing, Posada said, as it steps up its suburban distribution -- and comes up against two well-established weekly rivals that have a head start in the 'burbs, ImpreMedia's La Raza, and Reflejos, a bilingual paper now owned by the Daily Herald that was created specifically as a suburban-oriented Hispanic publication.

"All of us do a saturation model," Posada said. "But this will be address-specific. …

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