By: M.L. Stein
Joint venture between La Opinion and the Los Angeles Times sp.
A NEW SPANISH-language newspaper with a special appeal to middle-class women was launched recently by the Los Angeles Times and La Opinion.
The free weekly tabloid, La Opinion para ti (for you) had an initial distribution of 200,000 to a targeted audience in Los Angeles and Orange counties.
La Opinion, the venerable Spanish-language daily in Los Angeles, will handle the editorial and production ends of para ti while the Times takes over circulation. The sales staffs of both papers will have responsibility for advertising. The Times owns 49% of La Opinion.
Para ti replaces the Times’ Nuestro Tiempo, which was folded a few weeks ago as part of a Times Mirror Company cost-cutting program.
The new paper’s editor, Maria Luisa Arredondo said it will differ from Nuestro Tiempo in that it will focus on the more affluent Latino households ? those with an income of $25,000 or more.
Para ti, she added, will be more female-oriented than Nuestro Tiempo, devoting much of its content to parenting, finance and careers, health, food, beauty, entertainment and social and community services.
The tabloid’s first advertisers included Sears, Bullocks and Robinson’s-May. The latter two are leading department store chains in Southern California.
“The Times is excited about partnering with La Opinion on this venture,” said Times publisher Richard T. Schlosberg III.
“By collaborating this way, we are expanding the service we each provide to the important Southern California Latino market, which is the nation’s largest. We are also giving advertisers an option that offers unparalleled impact in the region.”
La Opinion president and publisher Jose Lozano said, “We feel very good about this venture. La Opinion para ti gives us the opportunity to inform and engage a different segment of Southern California’s Spanish-dominant Latino market with a quality editorial product.”
The stand-alone paper, Lozano continued, fills a need in the Latino community for broader family-oriented and lifestyle issues relevant to its readership.
The Times and La Opinion also have formed a marketing alliance that enables classified and display advertisers to buy space in any or all three papers. The combined publications, it was reported, reach an estimated 1.4 million, or 3.8%, of adult Latinos, in the Los Angeles Designated Marketing Area, which includes Los Angeles, Orange, San Bernardino, Ventura and Inyo counties and portions of Riverside and Kern counties.
DATE: Sat 02-Dec-1995
PUBLICATION: Editor & Publisher
AUTHOR: Editorial Staff
LOCATION: Page 10
correction spanish language newspaper la opninion
AN ARTICLE ON a new Spanish-language newspaper on page 21 of the Nov. 18 issue contained an error in the last paragraph. The percentage of adult Latinos reached by the publication, La Opinion para ti, should have read 38% instead of 3.8%.