By: Nancy Ayala When Spanish-language newspaper publisher ImpreMedia was formed in January of this year, it had a determined plan to expand beyond newspaper dailies La Opini?n in Los Angeles and New York's El Diario La Prensa.
Today, the company officially welcomes Chicago's Spanish-language weekly La Raza into its fold, which it bought from PrensAmerica Corp.
Earlier this month, ImpreMedia CEO Doug Knight told Marketing y Medios: "If you can imagine in the English-language space if someone said let's put together The New York Times and the L.A. Times and The Washington Post all into one company, that's what we're doing with ImpreMedia.
Chicago-based venture capital group Hispania Capital Partners heavily invested into La Raza in September 2003.
In the July issue of Editor & Publisher, also owned by Marketing y Medios parent company VNU, La Raza was among the "10 That Do It Right." E&P selected those newspapers as a model for others in such important areas as editorial, community awareness, and online innovations.
E&P also noted that La Raza had expanded its zones and increased distribution by about 25 percent.
Together, La Opini?n, El Diario La Prensa, and La Raza boast 1.9 million unique readers each week, according to Scarborough Research.
La Opini?n has a daily circulation of roughly 126,000, while El Diario La Prensa checks in at more than 57,000. La Raza, which is audited by CAC, has a weekly circulation of 169,000.
Knight says: "We're getting the very best newspapers with the strongest relationships in their markets, and putting them into one company and then turning around to the advertising community and saying, you really do need to think about how you're using newspapers in your media mix to reach out to your Hispanic markets."
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