By: Mark Fitzgerald
Hollinger International’s Fox Valley Publications and the Chicago area Spanish-language weekly La Raza on Friday launch the first edition with advertising sold jointly under a partnership agreement.
“We had two choices, either approach this [Hispanic] market independently by starting up our own publication, or to partner with a well-established publication that can reach the market we’re seeking,” Fox Valley President Fred LeBolt said. “We thought a partnership made a whole lot more sense.”
In the Fox Valley area north and west of Chicago, where it publishes the flagship Chicago Sun-Times, Hollinger publishes four dailies: The Beacon News in Aurora; The Courier News in Elgin; The Herald News in Joliet; and The News Sun in Waukegan. All serve communities with significant Latino populations.
La Raza is delivered free to households in heavily Hispanic ZIP Codes in the city and suburbs, and is zoned four ways, including a Fox Valley edition. The ImpreMedia LLC-owned paper has a circulation of 187,401 including a some paid sales, according to Certified Audit Circulations.
“A publishing alliance with Spanish publications offers a win-win,” said La Raza Publisher and CEO Robert Armband. “From the mainstream paper’s perspective, it gets second set of eyes on the Hispanic community … It’s not putting forward a big investment, and we can introduce them to our friends in not-for-profits, to event promoters. It’s a minimal investment that has a big payoff. We can gain more visibility for our publication in the mainstream media.”