‘El Diario,’ ImpreMedia Papers Pushing World Cup Marketing Program

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By: E&P Staff

ImpreMedia’s got World Cup fever — and it hopes advertisers will catch it.

The publisher of three of the biggest U.S. Spanish-language newspapers — the dailies El Diario La Prensa in New York City, and La Opinion in Los Angeles, and the weekly La Raza in Chicago — launched on Monday what it is calling the first-ever national print advertising centered around the world’s most popular sporting event, the FIFA World Cup soccer tournament.

“Golazo! 2006,” as the editorial coverage is being called, will be anchored by 10 editorial supplements focused on World Cup 2006. Beginning this December, the supplements will preview the pre-tournament pairings in a tabloid format. The supplements will have a circulation of more than 425,000, ImpreMedia said.

In addition, ImpreMedia will publish a glossy magazine of the same name that will be distributed in “multiple” markets next spring.

ImpreMedia is producing 750,000 eight-panel pocket calendars of game times, and what it says is the only FIFA-licensed collectors album and sticker book, which will be inserted in newspapers and available at retail locations in all three markets.

ImpreMedia noted that its oldest publications, La Opinion and El Diario, have covered the tournament since the first FIFA World Cup in 1930. “In 1994, La Opinion earned the FIFA award for best coverage amongst all credentialed media,” the company said.

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