By: Nancy Ayala and Moses Frenck
A new arrangement to share editorial content was signed on Friday between Chicago’s Spanish-language La Raza and Fox Valley Publications, which publishes five daily English-language suburban newspapers in the Windy City.
Robert Armband, publisher of weekly La Raza, shared the news with Marketing y Medios during the National Association of Hispanic Publications annual conference in Philadelphia, which took place March 9-12.
The mutually beneficial bilingual format will reach out to the Hispanic community, especially in Fox Valley newspapers distributed in densely Hispanic areas, such as in Aurora, Ill., where Latinos represent one-third of the population, Armband says.
“We want this to be viable for both sides,” says Armband, adding that this relationship should appeal more to coveted second-generation Latino readers.
La Raza, which was acquired by ImpreMedia in October, has long had a printing relationship with Fox Valley Publications. The latter is owned by Hollinger International, whose assets also include The Chicago Sun-Times.
“Partnering exclusively with the number-one Spanish-language newspaper in Chicago provides Fox Valley Publications’ advertisers with an outstanding one-stop solution,” said Fred Lebolt, president of Fox Valley Publications, in a statement. “La Raza’s circulation of more than 187,000 reaches nearly half of all Hispanic households in the Chicago DMA.”
In April, the two companies will begin a cross-selling effort targeting advertisers in all categories. The papers also are working to develop a bilingual supplement focusing on Latino events. “It will benefit English-dominant readers who want to know more about Hispanic festivities,” such as Cinco de Mayo and Hispanic Heritage Month, says Armband.
La Raza on Friday picked up two awards during the NAHP conference, including Outstanding Multiple Article Series (over 50,000 circ.) and Outstanding Design (tabloid format).