‘Reflejos’ Picks Up ‘WSJ’ in Spanish

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By: Nancy Ayala, Marketing y Medios

(MyM) The weekly Spanish-language Wall Street Journal newspaper insert, published by Dow Jones & Co. since 2004, has found another home in bilingual suburban Chicago weekly paper Reflejos. The partnership will begin Sept. 18 with a four-page insert, says Jerry Campagna, president of Reflejos, who adds, “I fully expect that it will grow to eight.”

Reflejos joins Washington Hispanic in the greater Washington area, Su Gu?a in Passaic and Bergen, N.J., and El Sentinel in South Florida. After completing the one-year anniversary with the Hoy tabloids in Los Angeles, New York and Chicago, Tribune Co. ceased publishing the Wall Street Journal section in March of this year.

That’s good news for Campagna, who says that he has entered into an “exclusive partnership” with Dow Jones. “They will not partner with any other [Spanish-language] newspaper in Illinois,” he says. “This sends a very strong commitment about our suburban Latino readership.”

Cristina Aby-Azar, editor in chief of the WSJ Spanish-language edition, says, “We are constantly looking for partners in good markets. Chicago [is ideal] because of its Hispanic suburban demographic.”

Refejos has grown considerably since Campagna and his wife bought the paper in 1996. The 50/50 bilingual format paper will reach a circulation of 110,000 by the end of the month, says Campagna. Reflejos’ “educational journal edition” has more than a 16,000 circ credited to its second-generation Latinos at schools and libraries.

In June, Editor and Publisher, a sister publication of Marketing y Medios, chose Reflejos to be part of its annual “10 That Do It Right,” the only Spanish-language publication that serves as a model for other papers in areas such as editorial, community awareness and diversity in coverage and hiring.

While Campagna says he’s not at liberty to disclose financial terms (a call to Dow Jones corporate offices was not returned by late afternoon Monday), Campagna says, “At Reflejos, we’re looking at the Wall Street Journal as a conduit for new advertising. Besides great editorial content, we can use the Wall Street Journal to attract more national advertisers.”

The press statement about the joint partnership will be released today, with the cover bearing the Reflejos logo unveiled on Wednesday. Campagna says that already his local sales team and the WSJ’s national sales force are hard at work. Financial services advertisers, who covet Reflejos’ affluent, upscale readership, are seemingly interested, Campagna says.

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