Starting on August 2nd, in a crossover promotion like one never before seen in Los Angeles, La Opinión and the Los Angeles Times partnered to distribute both papers together. An undeniable recognition of the changing demographics in Southern California that sets a precedent for continued efforts to satisfy the needs and wants of the Latino families across the United States.
During the last nine weeks, the Los Angeles Times has been inserted into nearly all copies of La Opinión, and distributed throughout the Southern California region, including non-core areas for La Opinión, like Riverside, Ventura and San Diego counties.
Marketed under the slogan banner "Para Todos y Cada Uno" (For Each and Everyone) the bundled papers are sold for 35 cents at La Opinión news racks and retailers; La Opinión is also available as a stand-alone product in certain areas for 25 cents.
The new product serves the needs of both readers and advertisers. For advertisers, it provides the unique vehicle they have been looking for to effectively reach the growing number of bilingual Latino households.
For consumers, the venture gives readers the best of both worlds. As the local Hispanic marketplace becomes increasingly bilingual, it offers readers the opportunity to enjoy two great newspapers in one convenient package.
The advertising campaign captured perfectly the purpose for the promotion to reach the growing number of bilingual households, utilizing emotional and innovative communication elements that are common to both cultures.
The TV and radio spots were aired on all Hispanic TV stations and the majority of Hispanic radio stations during a 6-week flight. In paper ads ran in La Opinión and Los Angeles Times for 9 weeks and full size posters were displayed at 145 bus shelters in selected locations.
Through this promotion, readers receive La Opiniónís outstanding coverage in sports, entertainment and Hispanic news, now complemented with the Los Angeles times coverage of general information. This program was designed as the most practical and convenient approach to serving the changing demographics of the Southern California market place. Most importantly, it introduces La Opinión to new readers throughout the Southern California market.
At the same time, the market is becoming increasingly bilingual. Recent studies indicate that 35% of Hispanic readers prefer bilingual content, while 36% of households are fully bilingual and 31% speak Spanish only.
La Opinión is the nationís largest Spanish-language daily newspaper with a daily circulation of 107,000. La Opinión was founded on September 16, 1926, and is based in Los Angeles, CA. It circulates throughout the five-county Southern California area and reaches over half a million readers. The paper has been published by the Lozano family since its founding. The paper has also established marketing partnerships with KMEX-TV, Grupo Gigante supermarkets and Radio Unica to fully penetrate the Hispanic market.
© 2002 Isabel Valdťs - To contact the author, email: firstname.lastname@example.org or call (650) 322-1922
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