McClatchy, ImpreMedia Offering National Spanish-Language Newspaper Buy

By: E&P Staff ImpreMedia, the big Hispanic newspaper and Web publisher, and The McClatchy Co. announced an agreement Monday to create a national Spanish-language online and print advertising platform that will reach 18 of the largest Hispanic markets, including nine of the top 10.

McClatchy and ImpreMedia said the agreement creates a one-stop advertising solution to reach markets with significant Hispanic populations, including New York, Los Angeles, Dallas/Fort Worth, and Chicago.

The agreement links McClatchy's Spanish-language papers, including the daily El Nuevo Herald in Miami and the weekly La Estrella in Fort Worth/Dallas with the biggest owner of Spanish-language papers in the nation. ImpreMedia's papers include the biggest American Spanish-language daily, La Opinion in Los Angeles, and the oldest in the country, El Diario La Prensa in New York City.

With the agreement, ImpreMedia for the first time has an advertising reach in South Florida, and it increases the number of top 10 Hispanic markets it serves from seven to nine, ImpreMedia CEO John Paton noted. ImpreMedia says its print and electronic products, including its nationally distributed Vista magazine, reach 66% of the U.S. Hispanic population.

"Advertisers now have a new opportunity to communicate with the Hispanic audience and build customized advertising solutions by employing the unique portfolio of media assets of this network," Erich Linker, ImpreMedia's senior vice president of sales, said in a prepared statement. "At the same time, advertisers can reach close to 20% of all Hispanic adults with one buy, optimize their national media and marketing efforts in addition to building local market presence."

"Our Spanish-language products bring great audience reach to the equation, and we look forward to offering our advertisers a national buy," said Frank Whittaker, McClatchy Vice President of Operations.