ImpreMedia Buys Bilingual Supplement ‘Vista’

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By: E&P Staff

ImpreMedia, the nation’s largest publisher of Spanish-language newspapers, has bought Vista Magazine, the bilingual supplement that distributes more than a million copies each edition in 29 markets.

Terms of the transaction were not disclosed.

The Vista deal is the second this year for ImpreMedia, and follows by less than a week the national rollout of La Vibra, which began as a Thursday section in the Los Angeles daily La Opinio?n.

With the addition of Vista, which publishes 11 times a year, ImpreMedia said its publications now reach markets with a combined 26 million Hispanics, about 60% of the total Hispanic population.

“By adding Vista, we now offer advertisers publications that can reach all Top 10 Hispanic markets in the U.S.,” ImpreMedia Chairman and CEO John Paton said in a prepared statement.

Paton said Vista would benefit from content provided by ImpreMedia journalists. He said publisher Gustavo Godoy is staying with the newspaper.

“With a magazine that’s distributed through the newspaper, advertisers will be able to capitalize on the unique strengths of both media; one insertion would provide the lifestyle editorial and glossy reproduction of a magazine with the reach and immediacy of a newspaper, resulting in very efficient buys,” said Erich Linker, senior vice president of national advertising sales for ImpreMedia.

In addition to La Opini?n, ImpreMedia publishes the New York City daily El Diario La Prensa; and the weeklies La Raza in Chicago; El Mensajero in the San Francisco Bay area; and La Prensa in Orlando and Tampa, Fla. It also produces a weekend edition distributed to Hispanic households in those markets.

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