Chicago ‘Hoy’ to Launch Captive Audience Flat-Screen Program

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By: Mark Fitzgerald

Chicago Hoy, the Spanish-language daily published by Tribune Co., will soon launch an advertising and news campaign using flat-screen televisions installed in stores and other high-traffic areas.

Hoycast, as the program is called, begins installation in June of the flat-screens.

“They are being installed in high-density retail stores, bodegas, restaurants, doctors offices,” Hoy General Manager John Trainer told E&P. “This is a way to do breaking news, plus extended news coverage. And advertisers are really eager for this.”

The Spanish-language newscasts will include advertising that hits consumers where they are actually purchasing, Hoy said.

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