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.
I have lived in the heart of Spanish Harlem and I am not surprised that these medias for the Hispanic community has taken off. Hispanics are a committed and dedicated audience and they will support their own as well as any positive information geared toward them. I find them very appreciative of their culture and quite a culture it is. Most don’t earn great salaries however; they want for nothing, they will make it happen. My only delima is that I do not speak Spanish. However; I do find their culture absolutely fascinating. I’ve come to understand and believe that their culture is build innately around L-O-V-E. “You Know… That Thing That Humans are SECRETLY born with!” Yes, I agree. If you know how to reach this target market by all means Do So.
Lady Q
P.S. This is my first response writing on the internet EVER, I’m being encouraged by you Hounds! Thank you!
Lady Q:
Welcome aboard! May this be the first of many comments you post at blogs. (Posting comments at other blogs is a great way to generate publicity for yourself, by the way.)