'La Opini?n' Partners With Mexican Daily

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By: Mark Fitzgerald In another sign of the globalization of the newspaper industry, La Opinión, the Los Angeles Spanish-language daily, will carry a weekly sports section produced by the Mexican national sports daily Ovaciones.

The agreement, La Opinión said in a statement, "establishes the newspaper as a critical gateway for Mexican and Central American companies to communicate directly with the expanding U.S. Hispanic market."

Beginning June 12, Ovaciones will publish a special edition in the La Opinión sports section every Saturday. The section will emphasize news of soccer from Mexico and Central America. 

"With Ovaciones every Saturday, we can provide more comprehensive sports coverage than ever before," said La Opinión Publisher and CEO Monica Lozano. "Grupo Pegaso, in return, is afforded an extraordinary opportunity to reach an unprecedented number of new readers." With a circulation of 126,628, La Opinión is the nation's biggest Spanish-language daily.

Ovaciones is just one of the many media, resort, telecommunications and professional sports holdings of Grupo Pegaso, the private Mexican company owned by Alejandro Burillo Azcárraga. But it is the main instrument for the company's push into the U.S. Hispanic market. WAU, Grupo Pegaso's commercial division, approached La Opinión several months ago as it pondered its entry into the U.S., said WAU CEO Javier Braun Burillo. "Given our extensive knowledge of the U.S. Hispanic market, WAU has explored various marketing techniques for the past 18 months to launch Ovaciones in the United States," he said.

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