By: Mark Fitzgerald
Betting that the key to the success of a Spanish-language paper is targeted home delivery, the Fort Worth (Texas) Star-Telegram is merging its two Spanish-language newspapers into one publication dropped on doorsteps.
“I think as much as think as much as we focus on content — and content is king — we lose focus on distribution, and here in this case distribution is the prince,” Star-Telegram Publisher Gary Wortel said in a telephone interview Thursday.
The Star-Telegram publishes two free Spanish-language papers during the week.
La Estrella is a traditional newspaper with hard news and sports coverage of Dallas-Fort Worth and Mexico. The 14-year-old newspaper, which was briefly a five-day daily and returned to weekly publication last year, is distributed almost entirely through racks.
La Estrella En Casa is an entertainment-oriented, eight-page publication that is delivered on weekends to 100,000 households in Hispanic neighborhoods of Dallas-Fort Worth. The paper was launched last May, and has been a big hit with advertisers, Wortel said.
“Advertisers love it because they know it’s getting into the homes,” he said.
Beginning May 2, the two will be merged into a single home-delivered paper that will be called La Estrella En Casa. It will be bigger in page count than the current weekend paper, and will include hard news and sports.
La Estrella competes with Al Dia, a free-distribution, six-day Spanish-language newspaper published by The Dallas Morning News. Its circulation is largely through racks and store stacks, and averages about 33,000 during the week, and 53,000 on Saturdays, according to its media kit.