While many other newspapers are marching toward the graveyard, Spanish-language daily and weekly newspapers are seeing circulation and advertising revenue soar.
The April 7 issue of PRWeek says La Opinion, a Hispanic newspaper, saw its circulation grow by 3.7 percent in September, the largest increase of any newspaper—in any language—in the United States.
The readership of many Spanish-language newspapers is not only increasing, it’s diversifying.
“The Hispanic newspaper audience in South Florida, for example, may include Cubans, Puerto Ricans, Colombians, and other various nationalities originating from South America and the Caribbean.”
PR Week offers these pitching tips if you’re targeting Spanish-language newspapers:
—Don’t think you’re serving Spanish-speaking audiences by simply translating press releases into Spanish. Tailor your content for the specific Hispanic newspaper audience.
—Spanish-language newspapers are interested in themes that relate to Hispanics–such as family, education and health, regardless of nationality.
—Pitch stories that include multimedia content such as video. These dailies are following their English-language counterprarts by creating online portals.
In a related trend, the number of Spanish-language radio programs is also expoloding.