The following is a press release related to material contained in the 2015 Hispanic Market Overview. To view the report, please visit http://reports.hispanicad.com/reports/HMO-2015/
SANTA ANA and RIVERSIDE, CALIF. – May 1, 2015 – To actively engage and better serve the 3.3 million Latinos that live and work in Riverside, San Bernardino and Orange counties, Freedom News Group is reintroducing its weekly Spanish-language UNIDOS newspaper as two distinctly local editions – La Prensa and Excélsior – starting today.
La Prensa, founded in 1999, concentrates on news and information specific to Riverside and San Bernardino counties. Excelsior, founded in 1992, focuses on Orange County. The two newspapers had previously been combined and renamed as UNIDOS in March 2014.
Both newspapers also cover topics of general interest to the Latino community, and are closely integrated with Freedom News Group’s daily newspapers, The Press-Enterprise and The Orange County Register.
Additionally, the newspapers will also launch local websites on ocexcelsior.com and laprensaca.com websites this summer, leveraging a mobile-friendly platform that delivers market-specific content and location-based advertising.
Total Friday circulation for the two newspapers is 170,000. La Prensa distributes 95,000 copies in Riverside and San Bernardino counties, and the eastern tip of Los Angeles County. Excélsior distributes 75,000 copies in Orange County.
The evolution is a direct result of feedback from readers and advertisers, who had developed strong affinities and recognition for the newspapers under their original names, said Orlando Ramirez, Publisher of La Prensa and Excélsior.
“Together La Prensa and Excélsior have a combined history of nearly 40 years, and have played important roles in the Latino community,” Ramirez said. “By re-launching these brands, we honor our history and renew our commitment to the growing Latino markets in the Inland Empire and Orange County.”
Ramirez, a 33-year journalism veteran in Southern California, will be hosting Meet the Publisher events with Latino leaders at the newspapers’ offices to explain how they can be more actively involved and engaged with their local newspapers.
Orange, Riverside and San Bernardino counties are among the most desirable in the nation for reaching Hispanics with expendable income and buying power. When combined, the three counties rank as the second largest Latino community in the nation based on population.
Section-specific, run-of-paper and insert advertising is available in both newspapers. Insert ads may be targeted to north and south zones in Orange County, or one of six geographic zones to reach Riverside or San Bernardino counties.
Both papers are distributed across nearly 3,000 rack and retail locations. Distribution is audited, and focuses on Hispanic-dominant communities and locations where multigenerational Hispanics live, work, shop and play. They include Latino grocers, family and children’s clothing stores, restaurants, coffee shops, toy stores, electronics retailers, beauty salons and entertainment venues.
Each award-winning newspaper contains the following three sections:
•Noticias: Spotlights news, business developments and newsmakers on a local, regional, national and international level – with a special focus on Latin America where readers have deep roots and family connections;
•Deportes: From the Mexican and European leagues soccer, as well as MLS soccer to upcoming boxing matches, MLB, NBA and NFL, Deportes covers the the major league teams as well as local fútbol club leagues triumphing on the neighborhood fields.
•NEXT: The section appeals to bilingual and multigenerational Hispanics who love all things entertainment – celebrity news, movie and music event listings and reviews, a gossip column, nightlife, fashion, trending topics on Twitter, top 10 lists and crossword puzzles. A robust list of events will also be included in the section, to offer suggestions on things to do and places to go throughout the weekend and coming week.