‘Hoy’ Expands Reach of TMC-Like Weekend Edition

By: E&P Staff

Hoy, Tribune Co.’s Spanish-language daily, over the weekend replaced its New York City Saturday edition with Hoy Fin de Semana, and increased distribution of the household-delivered paper in Los Angeles.

In New York, Hoy Fin de Semana will have a distribution of 60,000 copies.

Distribution in Los Angeles was increased to 300,000 from 200,000, which Tribune said makes it the largest Hispanic weekend publication in the market.

In its third market, Chicago, Hoy Fin de Semana has an audited distribution of more than 217,000, Tribune said.

“Hoy Fin de Semana’s launch in New York and expansion in Los Angeles will give our advertisers more options with one single product on the weekends,” Hoy Publisher and CEO Digby Solomon Diez said in a statement. “We invested heavily in research to tell us what Latinos want to read and how they get their shopping information. We also listened to our advertising customers tell us they wanted cost-effective penetration with minimum waste.”

Hoy Fin de Semana is audited by Certified Audit of Circulations. Tribune said it has a delivery accuracy of more than 97 percent.

Hoy Fin de Semana competes in all three markets with ImpreMedia Spanish-language newspapers that distribute a household-delivered weekend. In New York, the daily El Diario la Prensa publishes El Diario Contigo. In L.A., the daily La Opini?n distributes La Opini?n Contigo. In Chicago, the weekly La Raza targets the great majority of its total distribution to households in high-density Hispanic Zip Codes.

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